...Case 2-3 Virtually Free! 1. Consumers, whether adults or children, have to learn how to play online games like Tiny Zoo and Castleville. In this part of the book, learning is described as being intentional or unintentional. Explain your opinion on whether these games are learned more by intentional or unintentional learning mechanisms. Intentional learning is the process by which consumers set out to specifically learn information devoted to a certain subject. Unintentional learning is learning that occurs when behavior is modified through a consumer-stimulus interaction without any effortful allocation of cognitive processing capacity toward that stimulus. In this situation I feel the games are learned by intentional learning. In this situation the consumer is actively taking an interest in how they wish to accomplish a particular task and participate in the activity. 2. Brand loyalty is an important marketing concept. Define the concept of schema. How important is the brand schema in consumer decisions to play these games? Do you think consumers think of the company (Zynga), the game (Cityville), or the host (Facebook) when playing the games? A schema can be defined as the mental concept that informs a person about what to expect from a variety of experiences and situations. A schema can be developed based on information that is provided by life experiences and are then stored in the memory. The brand schema in consumer decisions to play these games is...
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...Introduction The main purpose of this report is to analyze the beef and wine markets in South Korea with two theories of consumer behavior as following, social classwhich include the income of different levels of class and their behavior toward beef and wine. In addition, in this report, the attitudes of consumer will also be taken into account as the main focus to evaluate the points of marketing strategy and how South Korean consumers buying behavior different from Australian. With social class and attitude these two aspects of consumer behavior can provide the Australian beef and wine markers the better information about their target market and to understand how they response to the importing products. Background The economy of South Korea is ranked eleventh in the world and third among Asian countries, thus unquestionably South Korea consumer has a certain buying power and might be a potential market for Australia. From Department of Environment and Primary Industries 2012, with a GDP of $1.46 trillion (USDA, 2011), the economy of South Korean was ranked 13th largest in the world in 2010. Approximately 6.1% economy inclined in 2010 and it brings per capital of buying power about $ 30,000 USD (CIA, 2011). The demand for the healthy products and with high quality food is increasing in South Korean market. Owing to the climatic reasons and the capacity of the land is limited in South Korea to expand the farms and wine vineyard thus Australia has been one of main exporter...
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...Case study: Riding the Plus-Size Wave Question 1: Self-concept defines as what are the belief that women have about their own qualities and traits and how they evaluate such. For the self esteem, what is the nature of the positively of plus-size women with respect to their self-concept and for the self consciousness, its about how aware are plus-sized women of how they appear to others and how they fit in relative to other women. The success that Lane Bryant is currently experiencing in relation to the self concept, self esteem and self consciousness is that the product helps to promote the plus size women. Besides that Lane Bryant launched a new products lines and also promotion campaigns. Based on the case study given, it is said that the company sent message that is not only ok to be a plus size, but that women in this category can be stylish as anyone. Question 2: The plus size industry leverage what we know about consumer behavior to address self-esteem issues by having more plus-size models and banning of size zero models in Italy. In addition, the media should also have positive campaigns for the plus size women. This is to encourage the women with plus size to feel comfortable in their own skin. They should also have the awareness of dangers of eating disorders and pressure for young women caused by media. Question 3: This present reality changes that give off an impression of being happening as for media pictures of ladies is on account of there...
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...implemented values in general. Their expression and reactions are just a direct effect of what they have experience. Some call this generation the Lazy Generation. The group that finds all answers through computerized systems and does not required as much physical efforts to strive living. For others is the generation that is breaking from the normal norms of our standards as society. It is imperative that for this group two things remained very important. Computers and TV. The Dell Campaign “More You” is positively reinforcing this behaviors by creating a system where the computer system becomes part of the family integrity. A more humanized system to the eyes of these who are going away from humanity. The direct use of this campaign on this generation will impact the Dell finances positively. This Gen Y has the capabilities, the tools and the awareness of what they need. Therefore would be very intelligent of Dell to just present the consumer with it. b) What else could Dell do to better reach this demographics? Some of the interest trends that Dell seems to be using...
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...CASE 3-7 POSITIONING THE YARIS MKT-420 Jessica J. Borishchak DISCUSSION QUESTIONS 2. From the perceptual map, explain why Yaris wants to be an exciting economy car. According to your results in Question 1, has Yaris achieved its objective of achieving that position? Does it depend on the age group? Discuss. Although the largest segment, according to the perceptual map, is that of dull and economy vehicles, Yaris’ choice to instead target the market for exciting and economy cars is a wise move on the company’s behalf. Not only are there few cars that fit this criteria, but the market is still considerably large (looking at the perceptual map). There are far fewer competitors within this quadrant, and thus targeting it increases the chance of success. Following my results from Question 1, it was very interesting to see how different age groups responded slightly differently. However, speaking to fellow classmates, it appeared to me as though my results may have been skewed by the lack of diversity within the people whom I chose to interview. My interviewees consisted of people who have an Eastern European background. From my experience, they are more inclined to follow traditions and oftentimes see things through their parents’ eyes. That might explain why both age groups generally found the Yaris to be an exciting economy vehicle. Thus, it would seem that marketing for the Yaris has been quite successful at positioning it as an exciting economy car. However, when asked...
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...Group Case Paper 2-1 MAR 4503 Consumer Behavior February 7th, 2014. b. Taking in consideration Figure 7–9, the first half of the 5 percent of the population would fall in the category of innovators, as they are the quickest to adapt to an innovation. Consequently, the remaining 2.5 percent would fall into the early adopters category, which accounts for next 13.5 percent to adopt. #4 Important Note: Public government data on rural China are limited. To compensate, I have adapted and extrapolated public data on urban China that is available. As critical factors for automobile adoption I have used: per capita income, paved road infrastructure, demographics, lifestyle and values. The sources for the data are the International Monetary Fund (IMF) and University of Virginia. Basis for Adoption Curves: (1) According to the IMF, as shown in the graph, probability of a household owning an automobile is 0% before reaching per capita income over $5,000 USD. (2) After $11,000 USD in per capita income, the ability of a household to acquire an automobile reaches 100%. (3) According to the National Bureau of Statistics, in 2012 China’s rural disposable income was only $1,306 USD (7,917 Yuan) and China’s urban income was $4,051 USD (24,565 Yuan). We can appreciate how rural disposable income is 40% less than urban disposable income. Using this relation, we can adjust the income levels and adoption curve in rural China. (4) According to the Chicago Journal, about 61% of intra-village...
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...Case Study Analysis_WK5 PSY322/Consumer Psychology and Research June 16, 2013 Case Study Analysis The subject case studies are designed in order to conceptualize the cross-cultural consumer behaviors, their effects on business and company activities while analyzing the case study. The main realm of subject study is the consumer behaviors in global perspectives. The studies are also aimed to create the sense in the students about how to analyze the case study. So to achieve the said objectives the extensive literature review is conducted including the evaluation of consumer behaviors and their decisions regarding purchases while including the lessons learned by the Apple regarding the differences in consumer behavior and purchasing decisions between the Japanese market and the market outside of Japan. The consumer behaviors during the field survey administered under subject study are found dissimilar across the cultures. These dissimilarities in behaviors of the customers across the cultures affect the company’s marketing mix strategies. These effects are discussed in sections created below. Likewise the lessons learned from the Walt Disney Company about consumer behavior and purchasing decisions at Hong Kong Disneyland has also been added as a part of study while explaining various issues that may influence the behaviors of the consumers. Lastly the survey administered identifies the reasons behind the Japanese consumers’ behaviors of hating the iPhone...
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...| | |Consumer Psychology and Research | Copyright © 2010, 2009, 2008 by University of Phoenix. All rights reserved. Course Description This course focuses on consumer behavior and marketing research. Topics include the cognitive processes underlying consumer choice, descriptive consumer characteristics, and environmental consumer behavior. This course emphasizes the implications of consumer behavior on domestic and global marketing communications. Policies Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within the following two documents: • University policies: You must be logged into the student website to view this document. • Instructor policies: This document is posted in the Course Materials forum. University policies are subject to change. Be sure to read the policies at the beginning of each class. Policies may be slightly different depending on the modality in which you attend class. If you have recently changed modalities, read the policies governing your current class modality. Course Materials Bagozzi, R. P., Gurhan-Canli, Z., & Priester, J. R. (2002). The social psychology of consumer behaviour. Philadelphia, PA: Pearson. Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Upper Saddle...
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...Stages of consumer buying decision process Posted on September 12, 2012 by shma The marketer is responsible for selling the goods in the market so he must have the knowledge how the consumers actually make their buying decisions. For this he must study the consumer buying decision process or model. It involves five stages. 1.) Need recognition:- consumer buying decision process starts with need recognition. The marketer must recognize the needs of the consumer as well as how these needs can be satisfied. For example if a person is hungry then food is desired or if it is a matter of thirst than water is desirable. 2.) Information search:- in consumer buying decision process information search comes at second number. In this stage consumer searches the information about the product either from family, friends, neighborhood, advertisements, whole seller, retailers, dealers, or by examining or using the product. 3.) Evaluation of alternatives:- after getting the required knowledge about the product the consumer evaluate the various alternatives on the basis of it’s want satisfying power, quality and it’s features. 4.) Purchase decision:- after evaluating the alternatives the buyer buys the suitable product. But there are also the chances to postpone the purchase decision due to some reasons. In that case the marketer must try to find out the reasons and try to remove them either by providing sufficient information to the consumers or by giving them guarantee regarding...
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...Consumer Behavior |Program |: |MBA |Class of |: |2009 | |Credit |: |3 |Sessions |: |33 | |Course Code |: |SL MM 602 | | | | Objective To understand the various factors influencing behavior of consumers – as individuals and as members of a group/society, and also the impact of consumerism in the contemporary environment. To understand the behavior of consumers – decision making, post-purchase behavior, behavior in a shopping environment, etc. To understand the behavior of organizations as consumers. |REFERENCE BOOKS |AUTHOR / PUBLICATION | |Consumer Behavior |ICMR | |Consumer Behavior, 5e |Leon G Schiffman and Leslie Lazar Kanuk, Prentice-Hall, India | |Consumer Behavior |Hawkins, Best & Coney, McGraw Hill | |Consumer Behavior |Blackwell, Miniard & Engel, Thomson ...
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...Consumer Behavior, 10e (Schiffman/Kanuk) Chapter 1 Consumer Behavior: Meeting Changes and Challenges 1) The behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs is known as ________. A) the production orientation B) consumer behavior C) narrowcasting D) positioning E) the marketing mix Answer: B Diff: 1 Page Ref: 5 Skill: Concept Objective: 1.1: Understand what consumer behavior is and the different types of consumers 2) Which of the following is considered an example of consumer behavior? A) Janice prefers to buy name-brand pain relievers like Tylenol and Advil, rather than the store brand. B) Javier generally gets gas on Monday mornings on his way to work. C) Jessica prefers to buy her produce from the farmer's market instead of the grocery store. D) Jeremy generally recycles his old newspapers and cardboard boxes. E) All of the above are examples of consumer behavior. Answer: E Diff: 2 Page Ref: 5 Skill: Application Objective: 1.1: Understand what consumer behavior is and the different types of consumers 3) When Bill orders five movie tickets online for himself and his friends for a Friday night showing of the latest action thriller, he is acting as a(n) A) organizational consumer B) team consumer C) non-profit consumer D) market consumer E) personal consumer Answer: E Diff: 2 Page Ref: 5 Skill: Application Objective: 1...
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...Holiday decision-making: an adaptable and opportunistic ongoing process Name: Institution: Course: Tutor: Date: Identify and discuss how holiday decision-making as described in the case, is different from the traditional problem-solving models of consumer decision-making Holiday decision-making process is different from the traditional problem-solving models of consumer decision making. This is because holiday decision-making model does not require fixed sequential stages that are required by traditional problem-solving models. Administrative factors play an imperative role when deciding time and choice of holiday decision-making process (Schermerhorn & Osborn, 2011). The typical factors that mostly influence the holiday decision-making process are levels of involvement, situational factors, anticipation, nostalgia and daydreaming. On the other hand, this is very different from traditional decision-making process that is well sequentialized and structured. In this model, the need for a specific service or product is identified and information search and other alternatives are evaluated. The consumer is further led towards purchasing a product and there after placing a purchase evaluation (Moore & Simmons, 2010). In the traditional consumer decision-making, the method of searching for information is well structured and it is either external, internal or both of them. Information collection process in the holiday decision making is an ongoing and...
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...Executive summary Advertisement campaign in relation to neoclassical theory of consumer, understanding what consumer behavior in terms of their wants and needs, not forgetting their personality, attitude, perception, is not only important to marketers whose main goal is to make profit but also to the government and its various regulatory agencies and the whole society. Such a theory is usually based on a consumer image as one of the highest rational decision maker that widely seeks to maximize customer satisfaction by way of providing an informed and reasoned analysis of utility and value. The consumer behavior is known to create strong assumptions which are based on both computational and informational bases of consumer theory. Contents 1.0 Description of the advertisement 3 2.0 Market Group 4 3.0 Problem recognition 5 4.0 Neoclassical consumer theory 6 5.0 Application of neoclassical theory of consumer 8 6.0 Conclusion 9 7.0 Work cited 10 Consumer Behavior 1.0 Description of the advertisement The advertising campaign is for an airline company QANTAS that has its base in Australia. It has a picture of a young girl having fun while watching a movie using the toy movie machine. The airline is targeting plane travelers by promising to offer the best flight entertainment. This according to the airline will be able to have them enjoy their journey through entertainment and not be able to realize how long the journey is. The airline...
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...Ref. No. Prepared on Manohar M. M. Iyer XMBA – 19 VAS2010XMBA15P005 December 20, 2012 Indian Consumer Behavior & Premium watch purchase decision: Gist of Case study on XYLYS Brand Prepared by: Manohar M. M. Iyer, VAS2010XMBA15P005 Page 2 Indian Consumer Behavior & Premium watch purchase decision: Gist of Case study on XYLYS Brand Contents 1. Disclaimer note: ........................................................................................................................................4 2. Introduction ..............................................................................................................................................5 3. Brief understanding of the case study .......................................................................................................6 4. Analysis of Indian Consumer Behaviour & Premium watch purchase decision ...........................................7 5. Building the XYLYS brand in India...............................................................................................................8 6. End note: ..................................................................................................................................................9 Prepared by: Manohar M. M. Iyer, VAS2010XMBA15P005 Page 3 Indian Consumer Behavior & Premium watch purchase decision: Gist of Case study on XYLYS Brand 1. Disclaimer note: This document is prepared purely as an educational project...
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...Consumer Behavior Outline of the Study The first chapter of the study covers the introduction about the company (Iceland Frozen Foods) and consumer behavior and follows with the scope and significance of the study. The second chapter of the study will represent several literature reviews on research relating to the previous studies carried out by various authors. The third chapter of the study will conduct the methodology chapter, which will indicate the research methods and designs. The analysis and finding for the research study will be in the fourth chapter. The final and fifth chapter will conclude the study and provide useful and justified recommendations for the further research (Welford, 2007, 52–62). Observing consumer behavior while they are shopping gathers a wide variety of information about their behavior in choosing products and services. The consumer behavior is observed upon number of observable phenomenon like physical actions, such as the actual shopping pattern of consumers (in store or through online interface); verbal behavior, such as sales conversation between buyer and the seller or communication of buyer with other buyers in the store; expressive behavior, such as facial expressions and tone of voice or behavior while interacting with product features they are buying; and temporal patterns, such as amount of time spent by consumers while making their purchase decision (Zikmund, pp. 239-240). The marketing activity of Starbucks can be made more effective...
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