...values and beliefs of people from different cultures are somehow blended into one cultural value system. According to businessdictionary.com, consumer behavior is the process by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants. People with different ethnicity backgrounds tend to buy things a little bit differently than others. Trying to figure out what they want, how they want and where they want is what marketers sometimes have difficulties deciding. The different ethnicities in the U.S. that would be covered include: Caucasian Americans, African Americans, Hispanics, Asians, and Indians. “The U.S. population is highly ethnically and racially diverse. As of the 2010 Census, the U.S. population was 63.7% White, 12.2% African American and 16.3% Hispanic” (Akcay 2012). Going into detail on how these ethnicities make their purchase decision and comparing them would be the main purpose of this research. Why do people buy the things that they buy, is one question that many marketers try to figure out? “Ethnicity involves the social construction of origin as the basis for determining the community or collective and may be based upon a combination of history, territory, culture or physiognomic grounds” (Anthias 1992). There are so many people that are in these markets it is difficult to concentrate on just one type of ethnicity. There are things that some cultures don’t really need. For...
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...A Publication of TRANS Asian Research Journals TAJMMR TRANS Asian Journal of Marketing & Management Research Vol.2 Issue 3-4, March-April 2013, ISSN 2279-0667 A STUDY OF SMALL CAR CONSUMER PREFERENCE IN PUNE CITY Mrs. Beena John*; Dr. S. Pragadeeswaran** *Research Scholar, MS University, Tirunelveli, India. **Deputy Controller of Exams, Annamalai University, Annamalai Nagar, Tamil Nadu, India. ABSTRACT Indian Automobile small car business is influenced by the presence of many national and multi-national manufactures after liberalization in 1991. The presence of the many manufacturers and variants within the city provides several decision options to the customers as they supply similar product proposition, creating the passenger automotive small car market highly competitive Customers now search for those differentiating parameters, which may help them to choose among the alternative products available in the market. The purpose of this paper is to come with the identification of parameter that influence the customer purchase preference behavior patterns of passenger automobile small car owners within the city of Pune. Of greatest interest to the current study is the impact of demographic variables and income affecting the vehicle selection of small cars. KEYWORDS: Consumer preference, small cars, influencing factors. ___________________________________________________________________________ INTRODUCTION India assisted by its economic advancement...
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...psychographic, demographic, behavioral, and geographic segmentation into their marketing assessments. It is imperative that Kudler Fine Foods realizes the magnitude of demographic and psychographic data and the pertinent information these data’s convey about their current and possible future consumers. MJB Marketing Corporation will devise a positioning strategy for Kudler Fine Foods while contemplating the possible arrays of segmentation to assess the various competitors within the market. During all phases of the project MJB Marketing Incorporation will provide clear concise reasoning’s for the recommendations. Kudler Fine Foods must estimate the demographic characteristics such as age, occupation, gender, income, education, and other like values to properly proceed to expanding their stores. In order to create the best location and store attributes it will be necessary to pinpoint geographic, demographic, psychographic, and behavioral segmentation. These variables must be accounted for to create the ideal marketing mix. Kudler will need to determine the answers to certain questions such as how many homes are rented or owned in the area, what type of transportation will the prospective consumers be utilizing, what is the mean age of the area, what amount of disposable income is available, is the area composed of families or singles primarily, what are the ethnic backgrounds of community members,...
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...AJRM Volume 1, Issue 3 (June, 2012) ISSN: 2277‐6621 A Peer Reviewed International Journal of Asian Research Consortium AJRM: ASIAN JOURNAL OF RESEARCH IN MARKETING A STUDY OF CONSUMER BEHAVIOR WITH RESPECT TO VARIOUS BRANDS OF SHAMPOO IN NAGPUR CITY DR.RUHI BAKHARE* Faculty Dr. Ambedkar Institute of Management Studies and Research,Deeksha Bhoomi,Nagpur ABSTRACT ‘Consumer is king’ –the statement carries profound truth in it. Today the success of any firm depends upon the satisfaction of consumers. For satisfying the consumers the firm should know about the behavior of the consumers. In these circumstances understanding consumer is a very difficult task because of the changing technology, innovation, and changes in life style. Researchers conducted many research in this area, and they given only few suggestion, but there is no final conclusion. As per the ideas given by the researchers, there are two factors influencing the consumers such as intrinsic and extrinsic factors. It is difficult to classify consumers by conventional demographic factors and unless their thought process and buying behavior are fully understood, decisions on product designs and packaging, branding and distribution channels are likely to be misplaced. With the inevitability of change intimidating large over the horizon, Indian companies must learn from their western counterparts; not only to identify the sources, timing and direction of the changes likely...
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...customers to the flavored cigarette market. This young adult market is lucrative however focusing on specific subcultures within the market provides additional opportunities. The African American subculture, the Hispanic subculture and the Asian subculture are emerging multicultural markets with cultural and cross-cultural differences that must be explored by marketers. The United States is more ethnically diverse than ever before. The emerging multicultural markets offer opportunities for marketers to determine what marketing strategies are most effective to market flavored cigarettes within the African American subculture, the Latino subculture and the Asian subculture. After determining the marketing strategies to be used, the environmental factors, cultural differences, and cross-cultural differences must be identified for each subculture. The goal is to understand how consumers’ cultural identities relate to purchasing choices. Subcultures African American Subculture The African American market is not a monolithic group. Marketers must be aware of the diversity within the African American subculture that includes African-Argentinian, African-Cuban, African-Ecuadorian, African-Latino American, African-Mexican, African-Trinidadian, Black Canadian, African-Native American and the list goes on. Until marketers recognize that the African American subculture is as diverse as the world languages it will be difficult to target the market. Just as the subcultures vary...
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...international market. Yeo Keng Lin who is the founder of Yeo’s started his business from a small little shop making soya sauce to the leading home-grown food and beverage company which is the today Yeo Hiap Seng (Yeo’s). In 1937, he set up the Yeo Hiap Seng Sauce Factory in Singapore which soon spiral and rapidly expanded into Malaysia in 1940. Moreover, through the boundless innovations of the company, Yeo’s was the first to offer canned curry chicken and bottled Soya Bean Milk and Chrysanthemum Tea to the consumers which making it convenient for the customers to consume the products. However, Yeo’s was also the first company in the world who package its Asian drinks in tetra-brik aseptic containers using the UHT process. Thus, all of these had made Yeo’s to become one of the successful food and beverage company in both local and international market. The Vision and Mission of Yeo’s company is “To be a market leading food and beverage company with a global reach” and “To provide our customers with high quality and best value products through the constant pursuit of innovation and excellence”. With its Vision and Mission, Yeo’s Malaysia serves as a significant manufacturing centre for Yeo’s Global Distribution for Indonesia, New Zealand, Australia, Europe, IndoChina and United States, which making it a leading food and beverage company with international presence. In today’s market, Yeo’s offer a variety of food and beverage products such as Noodles, Canned food, Sauces, Asian Drinks...
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...Fei Xue 42498155 Wednesday 4 pm. LPT Introduction As a great market exporter, the strategies using in export different country’s market are totally different, even on the same product, in this assignment we will analyze the consumer behavior in Korean market and Australian market through different advertisements preference, reference groups, the nature of families, the family life circle, and the socialization of family members. Different advertisements perferences With the rapidly development of new information technology, the competition between companies became more and more intense, great companies use genius ideas in their advertisements aim to capture more audiences to purchase their products and small companies use advertisements to promote their products to enable them survive in the high competition while there were already hundreds of ‘substitutes’ in the market nowadays. As all companies use advertisements, the situation in Korean advertisement industries and Australian advertisement industries are totally different when sometimes objective, factual appeals are more effective in persuading a target audience, and sometimes emotional appeals are more effective. (Schiffman,2011), however ,in Korea advertisers never put fear appeal into their ads ,even the product will destroy people’s health like cigarettes or alcohols and they do not like to use sex appeal either, this may because Asian people are more introversion than Australians, when they saw some of...
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...Influence of consumer Behavior on business Starbucks Corporation, based on Seattle, is the world’s largest coffeehouse with 20891 stores in 62 countries. (Starbucks- Annual report, 2012). From the very beginning, till 1971, Starbucks has been relentlessly trying to satiate customers thirst for high quality coffee with the touch of friendliness in its environment. Starbucks mission statement “To inspire and nurture the human spirit- one person, one cup, and one neighborhood at a time” also shows its commitment towards total customer experience rather than only a material taste of the coffee (Starbucks 2013). Throughout this whole report I tried to find out influence of consumers behavior over the activities of Starbucks. As the normal process of expansion Starbucks has expanded towards the South Asian region. On the basis of this initiative I assumed Starbucks would go further and invest in Bangladesh. And tried to analyze consumers’ behavior of Bangladesh and show its macro and micro factors’ influences over Starbucks present marketing practices. Starbucks SWOT analysis “SWOT analysis pursues and integrated approach that includes key variables from company and environment. The objective is the confrontation of the company’s internal strengths and its weaknesses, as well as, company-external business opportunities and threats in order to generate possible strategic options.” (Bohm, 2009, p.1) The...
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...In an effort to gain market share in California, Bank of America, third largest bank in the US, aimed a major campaign at the Asian market. The attractive Asian consumer segment, comprised of such diverse groups a Chinese, Koreans, Japanese, Vietnamese, Cambodians, and Filipinos was large growing faster and had higher incomes than any other ethnic group. However, many Asian immigrants were unfamiliar with American financial institutions and avoided them. Bank of America ran translated ads in Asian language news papers in Los Angeles, San Francisco, and the Central valley because research showed that most Asians – particularly new arrivals speak their native language them. The bank first converted its English language ads into Chinese vernacular and aimed them at Chinese immigrants who had well established urban communities numerous media available, and high incomes. Messages were also tailored to the needs of various Asian segments. For recent refugees firm southeast Asia who are generally less sophisticated about financial institutions and distrusted banks ads simply urged readers to “Come See Us” and listed the bank’s retail services. Bank of America also used TV cautiously. It dubbed or added subtitles to English language spots and ran them on Asian language TV stations. Bank of America also increased its involvement in Asian community activities – such as running a special promotion during the Chinese New year celebrations in its Chinatown branches and in civic groups such...
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...brand recognition and profit. It involves science marketing, which involves predominantly market research, focus group studies, and data analysis, along with art marketing, focusing on creative strategy and branding. Although it may appear these focal areas of marketing are from opposite ends of the spectrum, they share several similarities and depend on each other to thrive. According to BusinessDictionary.com, scientific marketing is the “application of analytical testing and statistical methods in gathering and interpreting market information”. It is the understanding of society’s demand through predominantly scientific testing and reasoning. Scientific marketing requires fluency in statistics and figuring out consumer behavior through demographics and numbers derived from data mining from digital outlets and marketing information systems, focus groups, referring to rivals, experimental research, and tapping into marketing partner expertise. The market research process involves defining the problem and researching objectives, developing the research plan, collecting information, analyzing it, presenting the findings, and making a marketing decision (Marketing Management: An Asian Perspective). Market research can be both quantitative and qualitative. Scientific marketing can also involve neuromarketing, which is the use of brain-imaging technology to better understand consumers’ behavior and preferences to reveal...
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...orientation means that management assesses its resources and asks these questions: “What can we do best?” What can our engineers design?” What is easy to produce, given our equipment?” A production orientation falls short because it does not consider whether the goods and services that the firms produces most efficiently also meet the needs of the marketplace. Sales Orientation- is based on the belief that people will buy more goods and services if aggressive sales techniques are used and that high sales result in high profits. Market Orientation- meaning they assume that a sale does not depend on an aggressive sales force but rather on a customer’s decision to purchase a product. Marketing concept- is simple and intuitively appealing philosophy that articulates a market orientation. It states that the social economic justification for an organization’s existence is the satisfaction of customer wants and needs while meeting organizational objectives. Market oriented- assume that a sale does not depend on an aggressive sales force but rather on a customer’s decision to purchase a product. Societal Marketing Orientation- extends the marketing concept by acknowledging that some products that customers want may not really be in their best interest or the best interests of society as a whole. (Enhance individual and society’s long-term...
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...Asian Social Science; Vol. 8, No. 12; 2012 ISSN 1911-2017 E-ISSN 1911-2025 Published by Canadian Center of Science and Education Green Marketing: A Study of Consumers’ Attitude towards Environment Friendly Products Jacob Cherian1 & Jolly Jacob2 1 2 Department of Management, College of Business Administration, Abu Dhabi University, Abu Dhabi, UAE Department of Applied Sciences, College of Arts and Sciences, Abu Dhabi University, Abu Dhabi, UAE Correspondence: Jolly Jacob, Department of Applied Sciences, College of Arts and Sciences, Abu Dhabi University, Abu Dhabi, UAE. E-mail: jollyjacob70@hotmail.com Received: June 13, 2012 doi:10.5539/ass.v8n12p117 Abstract Increasing awareness on the various environmental problems has led a shift in the way consumers go about their life. There has been a change in consumer attitudes towards a green lifestyle. People are actively trying to reduce their impact on the environment. However, this is not widespread and is still evolving. Organizations and business however have seen this change in consumer attitudes and are trying to gain an edge in the competitive market by exploiting the potential in the green market industry. The current study introduces the concept of green marketing and looks into the various ways in which the different consumer attributes are related to the concept of green marketing. A conceptual framework is presented and the information is analyzed on the basis of the framework. Keywords: green marketing, green...
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...Role of Social Media in Building Fashion Brand in Thailand Name Instructor Course Institution Date Role of Social Media in Building Fashion Brand in Thailand Social Media Social media are tools that permit the creation, sharing, or the exchange of information, career interests, concepts, and multimedia images and videos in online networking and communication sites. Social media is reliant on mobile and web-based technologies that create an interactive social platform that enables individuals, groups and organizations to share, converse and revise on the different contents available by the users. Social media appear in different forums such as blogging, business networking, social networking and video sharing. Social media sites have certain characteristics that make it suitable for business and brand marketing. One of the characters of social media sites that most businesspeople look forward to is virality common in most sites. Most social media sites have the reshape feature such as the retweet button in Twitter, pin in Pinterest and reblog in Tumblr. This is an important tool in marketing products since viral marketing may lead to the reaching of the post to a large population of social media users who may spread it to other important sites. Another form is the use of mobile social media. Mobile social media is a growing forum in the current generation. Mobile social media is a combination of mobile devices and social media. This includes the inclusion of...
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...address a Hispanic woman. B) Training focused on the importance of building a relationship. C) Brothers were encouraged to attend some events. D) Las Posadas, a Hispanic Christmas tradition that pays homage to Mary and Joseph's search for an inn, is being conducted by Girl Scout troops in some areas. E) all of the above Answer: E Page: 157 Difficulty: easy 2. A segment of a larger culture whose members share distinguishing values and patterns of behavior is known as a(n) _____. A) market segment B) subculture C) ethnic group D) reference group E) subgroup Answer: B Page: 158 Difficulty: moderate 3. Many companies develop special marketing mixes for a segment of a larger culture whose members share distinguishing values and patterns of behavior. These segments are known as _____. A) subsegments B) subgroups C) secondary markets D) subcultures E) reference groups Answer: D Page: 158 Difficulty: moderate 4. The degree to which an individual behaves in a manner unique to a subculture depends on _____. A) the extent to which the individual identifies with that subculture B) how long the individual has been in this country C) the age of the individual D) the education of the individual E) the extent to which others in that subculture accept...
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...to be considered is the fact that the consumers in the market outside Japan have totally different cultures than those consumers in Japan. In order for SK-II to be successful in the international market, P&G and De Cesare must first analyze the current situation in those markets to be able to identify the strategic opportunities and threats. In order to make the best possible decision regarding product expansion to Mainland China and Europe, it is important to analyze those international markets based on the SWOT analysis. One of the biggest opportunities in China is that consumers there have similar skin types than consumers in Japan. One of the biggest threats is that most Chinese residence has relatively low average incomes, which could affect their purchasing behaviors especially towards high priced products like SK-II, which cost about $100 a bottle. Europe’s market is quite different from China’s. European women have skin types unlike that of Chinese and Japanese women. The biggest threats are the difference in skin types among European women, the cultural gap between Europe and Asia, and the overcrowded skincare and beauty market in Europe. Thus, the big challenge for P&G would be to successfully introduce a new brand into an already crowded market. One of the biggest opportunities is the positive economic forces that enable high purchasing power for the Europeans. Baring in mind the conditions of the international markets global expansion would certainly be...
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