...PGP 2012-14 Consumer Behaviour Case Analysis: PURITEEN COSMETICS Ajinkya Ankit Mate Nitin Verma Rajat Shubham Saini Sonakshi Saini 2012PGP427 2012PGP199 2012PGP233 2012PGP292 2012PGP359 2012PGP367 CASE BACKGROUND A cosmetics company Puriteen has acquired a perfume and cologne company previously managed by the Depuys Henri and Marie who named the two perfumes after their names. Puriteen aimed to develop a marketing program for the two newly acquired perfumes. Despite being rated high in consumer smell preference tests, it was understood that the success of such products depended upon an appealing image for the brand and only if consumers’ ideal self image is effectively mapped with the brand perception. PURPOSE OF THE ANALYSIS DONE BY PETE DOZIER Dozier, Vice President of Marketing at Puriteen, applied the Self Theory to develop the marketing plan for Henry’s. The purpose of the Marketing Research carried out by him was to measure the self and ideal self images of the female consumers and the image they held for the three different perfume brands which were shown in the advertisements. Dozier wanted to base the selection of the advertising concept for Henry’s on the results of the tests conducted. METHODOLOGY USED FOR THE TESTS Three perfume advertisements were videotaped and shown to all the respondents who participated in the research The advertisements were based on different themes. The first advertisement had a sensational theme (Nako), the second had...
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...Depleting Body Image: The Effects of Female Magazine Models on the Self-esteem and Body Image of College-age Women Influence of Magazines on College-Age Females’ Body Image Millions of women every day are bombarded with the media’s idea of the “perfect” body. These unrealistic images are portrayed in women’s magazines all over the country. The message being sent to women is that they are not pretty or skinny enough. The average American woman is 5’4” and weighs 140 pounds, while the average American model is 5’11” and weighs 117 pounds. Annually, magazine companies spend billions of dollars on diet and exercise advertisements to put in their magazines. Magazines sell body dissatisfaction to their readers through unrealistic images of women, as well as dieting and exercise information. Thirty years ago, Marilyn Monroe, a size 14, had the “ideal” body shape and size, but today’s standard is much smaller. As the beauty ideal continues to get smaller in our society, body image within American women continues to plummet. Magazines portray and compare happiness with being thin; therefore some feel if they are not thin, then they are not happy. As with women of all ages, many college-age women are believed to hold unrealistic ideals of body shape and size, ideals that can be both physically and emotionally unhealthy. Our study, focused on women who attend the University of Wisconsin-Madison that are between the ages of eighteen and twenty-four. We wanted to identify the specific...
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...GROUP 7B: PEARS CONSUMER BEHAVIOUR PROJECT GROUP MEMBERS Gaurav Jain (B10079) Kapil Dhanania (B10083) Riddhi Mazumdar (B10104) Sahil Ahuja (B10105) Souvik Halder (B10112) Sulabh Govila (B10113) Contents PEARS BRAND HISTORY 3 Change in 2009: 4 OBJECTIVE 4 PEARS POSITIONING: A MANAGEMENT PERSPECTIVE 5 Pears Brand Manager: Insights from Interview 6 NEED RECOGNITION: 8 Insights from customer interactions: 8 Company Recommendations 9 INFORMATION SEARCH: 10 Insights from customer interactions: 10 Recommendations for company: 10 EVALUATION OF ALTERNATIVES: 12 Insights from customer interactions: 12 Recommendations for company: 13 PRODUCT CHOICE 15 Insights from customer interaction: 15 Company Recommendations 16 APPENDIX 18 PEARS BRAND HISTORY Pears transparent soap is a brand of soap first produced and sold in 1789 by Andrew Pears at a factory just off Oxford Street in London, England. It was the world's first transparent soap. According to Unilever records, Pears Soap was the world's first registered brand and is therefore the world's oldest brand. Launched in India in 1902, Pears exuberates a long heritage of purity and pristine. Pears soap is now made in India by Hindustan Lever a company in which Unilever controls a fifty-two percent stake. Pears Pure & Gentle: It is enriched with pure glycerine and natural oils that gently moisturize skin to keep it smooth while its mild fragrance and...
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...Name:_____Dzemal Zulcic Week 2: Self-Assessment This document contains the template you will use to complete this assignment. Save the file by adding your last name to the filename (e.g. Week2_Self_Assessment_Template_Smith.docx). Be sure to proofread and spell check your work before you submit it. A grading rubric is also available at the end of this document. There are FOUR parts to the Self-Assessment. Part 1: Reflect on your results from the self-assessment exercises you’ve done from the textbook, as well as others you might have done in the past, and complete the table below. Review current or past jobs to identify your transferable skills. Develop an inventory of your most marketable career-related skills (minimum 15), instances where you have demonstrated these skills (minimum three), and the core values you want your work to reflect (minimum five). Take into consideration the traits employers are seeking, including technical and transferable skills and general abilities. (30 POINTS) SELF-ASSESSMENT EXERCISES & MY RESULTS I completed the following assessments/inventories as part of my self-assessment activities: 1. Marketing Readiness 2. Self-Awareness Checklist 3.Ability Assessment 4.Transferable Skills Checklist 5.Work Environment and Life Preferences 6.Self-Assessment Summary Sheet My most marketable career-related skills are . . . (minimum 15) (Remember to include technical and transferable skills on this list!) 1. Coordination of Benefits – Transferable ...
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...Running Head: Analysis of 1960s gendered media norms from the perspective of the 1960s and 2000s Analysis of 1960s gendered media norms from the perspective of the 1960s and 2000s Univers Communications 30 Gendered film norms from the 1960s and 2000s: An Introduction From its most primitive years, popular films have discussed the part of gendered norms both on screen and as viewers. Actually, emphasizing its significance to different account and standard patterns, violence against women has been conceptualized as immanent in typical Hollywood and all over more recent popular cinema. Various feminist film theorists have judged conventional filmmaking as comprised of creation and display practices imbricate in a certain set of social and political power relationships. In the procedure, these writers have proposed complicated expression of the relationships between filmic representations and cinema's place in society. The mainstream feminist film theory that grew in the 1970s depended on the idea of cinematic equipment by the help of which film technologies interrelated with the ideological determinants of the cinematic associations. In her work, most remarkably the essay, "Visual Pleasure and Narrative Cinema," (1975) Laura Mulvey stressed the problem of the female aspects in classical Hollywood and, particularly, in films of Josef von Sternberg and Alfred Hitchcock. Female spectators are presented with a choice to make out with either a male character or secondary...
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...Anggraini, Atalya. 2012. A Study of Josephine Alibrandi’s Self-Concept in Melina Marchetta’s Looking for Alibrandi. Study Program of English, Department of Languages and Literature, Faculty of Culture Studies, Universitas Brawijaya. Supervisor:Dyah Eko Hapsari; Co-supervisor: Arcci Tusita Keywords: self-concept, self-image, self-ideal, self-esteem Humans always actualize themselves actively. They experience developmental process, which is influenced by endogenous and exogenous factors. This study deals with how human being encounters conflicts in his life, which give effect to his self-concept. The aim of this research is to analyze Josephine’s self-concept, the main character of the novel, as it is portrayed in Melina Marchetta’s Looking for Alibrandi. Psychological approach is assessed and applied to the analysis of the novels with the consideration that self-concept is relevant to Josephine’s psychological aspect. The theoretical framework to be used when analyzing the texts is derived from the idea of self-concept, which is a result of composition of self-image, self-ideal, and self-esteem. Attention is also given to influential factors to Josephine’s self-concept. The study finds that Josephine perceives herself as unattractive, disrespectful, overdramatic, smart and she has to deal with her social status as a ‘wog’ and an illegitimate child. She wants to be a barrister and being accepted by society. The fact that “having affair” becomes her family’s genetic...
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...The Self Paper Maggie Morrison PSYCH/555 November 11, 2013 Deirdre Teaford The concept of self The concept of self is an assortment of belief and understanding of how each person see things differently because of their feelings, beliefs, interpersonal relationship, and attitude. The term self identifies a person racial, sexual and gender roles, it is what makes them different from everyone else. In order to determine a successful investigate, social psychologist have separated self concept in two structures: conceptual and operational. Conceptual is define as self-concept which is separated into four characteristics, that consist of the material self, the inner self, the interpersonal self and the societal self, which is a reflection of a person and their different roles interactions with others. A person’s personality, characteristics, appearances, and social qualities is what makes you, it creates a difficult person of knowing and understanding the real you is not so easy. Finally, this image was created in many ways; however, it is influenced by our interactions with significant people in our lives (Cherry, 2013). Each person self consists of characteristic and personality traits distinguish us from other people. The relational of self is having personal relationships with your husband, wife, mother, father, sister, and brother. Self-concept represents the person I am or the person I have become. Self-concept is also made up as one self schema, which works together...
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...trusting as the level of consistent commensurability of a person’s actual self, and perceptions of the other’s view of his or her actual self, increases. The implication for the development of authentic leader–member relationships in unconstrained settings is that followers and leaders will be most likely to form trusting and close relationships with persons who see them as they see themselves, i.e.—persons who see their true selves. Moreover, when ought selves serve as the source of commensurability, the follower will conclude the leader bhas the same standards as meQ (Robins & Boldero, 2003, p. 64), producing interpersonal feelings of justification. Finally, when the ideal selves serve as the source of commensurability, the follower will conclude that the leader bhas the same ideals and aspirations as meQ (p. 64) and experience feelings of cooperation and alliance. Thus, the highest levels of interpersonal trust, intimacy, cooperation, and goal alignment will be achieved when the follower and leader have congruent actual, ought and ideal selves. We believe such high levels of consistent commensurability are especially conducive to the formation of authentic leader–follower relationships, as both parties share similar ought and ideal selves, and accurately present and perceive their actual selves. Particularly relevant to our focus on follower self-regulation are instances where ought and ideal selves of relational partners are congruent, but their actual selves are...
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...reserved. Printed in Great Britain www.elsevier.com/locate/atoures doi:10.1016/j.annals.2011.01.015 BRAND EQUITY, BRAND LOYALTY AND CONSUMER SATISFACTION Janghyeon Nam Kyungnam University, South Korea Yuksel Ekinci Georgina Whyatt Oxford Brookes University, UK Abstract: This study aims to investigate the mediating effects of consumer satisfaction on the relationship between consumer-based brand equity and brand loyalty in the hotel and restaurant industry. Based on a sample of 378 customers and using structural equation modelling approach, the five dimensions of brand equity—physical quality, staff behaviour, ideal selfcongruence, brand identification and lifestyle-congruence—are found to have positive effects on consumer satisfaction. The findings of the study suggest that consumer satisfaction partially mediates the effects of staff behaviour, ideal self-congruence and brand identification on brand loyalty. The effects of physical quality and lifestyle-congruence on brand loyalty are fully mediated by consumer satisfaction. Keywords: brand equity, customer satisfaction, brand loyalty. Ó 2011 Elsevier Ltd. All rights reserved. INTRODUCTION Consumer satisfaction is essential to long-term business success, and one of the most frequently researched topics in marketing (e.g., Jones & Suh, 2000; Pappu & Quester, 2006). Because consumer satisfaction has been regarded a fundamental determinant of long-term business success, much of the research on consumer satisfaction investigates...
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...In our selection from Bourdieu’s The Economy of Practices we are presented with an extremely insightful analysis of social classification. We are also afforded with a more explicit rendering of the mysterious habitus. Bourdieu explains that the habitus is both structured and structuring. We internalize the divisions inherent in the social order and then reproduce them through our acts of perceiving, thinking, and acting in the world. Bourdieu emphasizes both that we cannot really become conscious of the habitus and that it operates on a symbolic plane. Habitus is that which connects bodily inputs and bodily outputs. According to Bourdieu taste is a product of the habitus. Taste functions as a system of classificatory schemes. Taste, and not...
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...Consortium for Research on Emotional Intelligence in Organizations www.eiconsortium.org Self Directed Learning 1 Unleashing the Power of Self-Directed Learning Richard E. Boyatzis, PhD May 28, 2001 To be published in Ron Sims (ed.) (2002) Changing the Way We Manage Change: The Consultants Speak. NY: Quorum Books. Correspondence should be addressed to Richard E. Boyatzis, Department of Organizational Behavior, Weatherhead School of Management, Case Western Reserve University, 10900 Euclid Avenue, Cleveland, Ohio, USA, 44106-7235. Reproduced by The Consortium for Research on Emotional Intelligence in Organizations with special permission of the author. Consortium for Research on Emotional Intelligence in Organizations www.eiconsortium.org Self Directed Learning 2 The new economy is not about technology, it is about a change in the basic assumptions about the nature of work. Contributing to this are several demographic factors. Worldwide, the workforce is aging. By 2050, the average age of the US population will increase to 40 (from 36 in 1995). In the US in 1999, 19% of the workforce was 70 or older. By that same year, the number of retirees in Europe will be greater than the number of people in the workforce (The Economist, 2000). The workforce and population is becoming increasingly ethnically and racially diverse. By 2050, 24% of the workforce (about 97 million people) in the US will be Hispanic. Women are filling more positions of power...
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...to act in a particular way… moral motivation gives the impression to be of more significance in the apparent opposition between self-interest and morality.”In Anthem, written by Ayn Rand, Equality, the protagonist, knows that his invention will benefit humankind greatly. However, this is not his primary motivation in conducting his experiments. His primary motivation is his ego. An analysis of this motivation, in a sense, summons to contest if the prime motivation of Equality is right when looking at his...
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...of internet use, it is becoming more important that a research site have a presence on the World Wide Web. Internet recruiting definitely would be valuable and best suited for Apple’s talent acquisition. Describe the recruiter traits and behaviors leading to successful recruiting The most successful recruiting campaign requires (1) Interaction – The ideal recruiter is able to communicate with others in a warm and helpful manner while building credibility. (2) Spoken communication – The ideal recruiter is able to present information clearly through spoken word. (3) Commitment to task – The ideal recruiter is able to start and persist with specific courses of action while exhibiting a high degree of self motivation and a sense of urgency. (4) Must have insight and need analysis. (5) Must have creativity – ideal recruiter is able to develop unique and novel solutions to obstacles or challenges. (6) Tolerance and ambiguity – the ideal recruiter is able to withhold actions or speech when important information is absent or lacking. (7) Reading the system – the ideal recruiter is able to recognize and use information about an organization’s culture and its...
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...Introduction Body image is a central part of mental and physical well-being, and because the mass media are pervasive communicators of social standards, they greatly influence people’s perception by setting unrealistic standards for what is “normal” for body weight and appearance. Thus, reinforcing people to emulate and believe what they see and hear. There is an extensive amount of studies on the effects of media exposure on body dissatisfaction and the experience of negative thoughts and esteem about one’s body, which is linked to a range of physical and mental health problems, including eating disorders and low self-esteem. Body Image: Self-Esteem and Identity Several individual variables predict or influence the relationship between media exposure and body disturbances. Most of the research has been done with women and girls, for whom the “body perfect” ideal is ultra-thin, and whose media models are typically underweight (Tantleff-Dunn, 1999). To determine whether viewing images of thin models influences how women feel about their bodies, there were many studies done using the social comparison framework, finding that women engage in “upward social comparisons,” comparing themselves to the thin models depicted in the media. When women believe that they do not measure up to the models, they feel more negatively about their own weight and body. For example, Lin and Kulik (2006) found that college women experienced decreased body satisfaction and confidence of attractiveness...
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...abnormality: statistical infrequency, violation of social norms, failure to function adequately, and deviation from ideal mental health. The first abnormality is statistical infrequency and with this example according to McLeod (2008), “Under this definition of abnormality, a person's trait, thinking or behavior is classified as abnormal if it is rare or statistically unusual. With this definition it is necessary to be clear about how rare a trait or behavior needs to be before we class it as abnormal”. Violation of social norms is probably one of the most common ways people associate abnormalities. An individuals thinking or behavior is defined as abnormal if they violate the rules that are expected or consider acceptable behavior in a social group. If their behavior is threatening or causes others to feel uncomfortable these individuals are in violation of social norms. Social behavior varies based on different cultures (McLeod, 2008). Failure to function is considered an abnormality due to an individual being unable to cope with day to day demands. Essentially, individuals are not capable of self-care, employment, social skills and making themselves understood. Some examples of failure to function are: suffering, maladaptiveness (danger to self), vividness, loss of control, irrationality, and violation of moral or social standards (McLeod, 2008). Deviation from ideal mental health is more so the definition of what is...
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