...Summery This report attempts to study the consumers’ behavior for a particular cola brand, MOJO. It is brand of Akij Food and Beverage Ltd., a sister concern of prominent group of companies of Bangladesh, Akij Group. In the year 2007 MOJO was the market challenger in Bangladeshi cola market with a sales of about 52 crores BDT. The brand was launched in 14th April, 2005 targeting the youth of Bangladesh who like the Bangladeshi trends. All those years MOJO is doing satisfactory in the market place and competing well with RC Cola). People prefer MOJO’s pricing but it has to improve its image in status and quality issues. However, still now MOJO has the chance to recover its own position because target customers (according to the survey result) are potential and have not constructed their belief structure for MOJO. For some particular aspects of consumer behavior such as perception, attitude, self-orientation and life style etc, this report has found out some drawbacks and recommended some affective strategies to recover those issues successfully. Introduction Origin of the Report While doing the Consumer Behavior course; our course instructor Md. Mahamud Zubaer assigned us to do a term paper on the consumer behavior of a product. We choose “MOJO Cola” on which we have conducted our total term paper. Objectives The main objectives of the term paper is to - 1. Find out the consumers belief, attitude and behavior about MOJO cola 2. Find out the segmentation...
Words: 4421 - Pages: 18
...|Candidate No: 13184461 | | | |Center Name: Management Development Centre (MDC) | | | | | |Subject: Emerging Themes | | | | | |Word Count for Discussion Paper: | | | |Task One: 555 | |Task Two: 2,740 | |Task Three: 453 | | | |Submission Date: 24th November, 2011 | |...
Words: 4773 - Pages: 20
...MKT 435 All Assignments FOR MORE CLASSES VISIT www.mkt435rank.com MKT 435 Week 1 Consumer Behavior and Marketing Paper MKT 435 Week 2 Porsche Case Study MKT 435 Week 3 Part I Consumer Behavior and Marketing Strategy MKT 435 Week 3 How Attitudes are Influenced MKT 435 Week 4 Part II Consumer and Behavior Marketing Strategy MKT 435 Week 4 Examine a Communication Tool MKT 435 Week 5 Final Consumer Behavior and Marketing Strategy MKT 435 Week 5 Consumer Decision Making Process Analysis --------------------------------------------------------------------------------------- MKT 435 Week 1 Consumer Behavior and Marketing Paper FOR MORE CLASSES VISIT www.mkt435rank.com Choose a company with which you are familiar. Prepare a 1,050- to 1,400-word paper in which the interrelationship between consumer behavior and marketing is discussed. Find three specific examples of the company’s marketing strategy and its relationship with consumer behavior. Examples may include mission/value statements, print advertising, website content, press releases, among others. Using these examples, what is your opinion of how the company uses the understanding of consumer behavior to create and implement its marketing strategy? Discuss each example you found using specific information. Include a screenshot or copy of the marketing pieces you examined. Format the paper consistent with APA standards. --------------------------------------------------------------------------- MKT 435...
Words: 1034 - Pages: 5
...is created" (Day 1990, p. 163). Day (1990) addresses the issues in analyzing customer value and proposes that it can be expressed in a "value equation": "Customer's Perceived Benefits-Customer's Perceived Costs=Perceived Customer Value" (p. 142). Although Day's approach to customer value is basically sound, some details regarding consumer customers remain unclear. For example, the process by which consumers perceive product benefits is nebulous: Day particularly addresses product valuation by industrial customers in detail, but this is only in principle a part of a much more complex process of product valuation by consumers. Hence a theoretical framework which underlies the consumers' overall product valuation is still missing in the literature. Such a framework should address the issues of how consumers perceive the benefits and costs of products, as well as what possible benefits and costs consumers may perceive from products in the market. The current paper tries to fill these gaps. In addition, the word "value" has discrepant meanings in the marketing literature, especially between its two areas: marketing strategy and consumer behavior. What marketing strategists mean by "customer value" is quite...
Words: 523 - Pages: 3
...Attitude and its role in consumer behavior Consumer Behavior – MKTG578 DeVry University, Keller Graduate School of Management October 19, 2014 Abstract This paper will address the role of attitude in consumer behavior that is related to belief, which has a significant influence on consumer’s decision making. The paper will also discuss the major factors of attitude and belief that consumer’s tendency respond to certain brand, product, and service. The finding contains in this paper will also present what can attitudes tell marketers about consumer, and what type of information consumer use in making a decision. Moreover, marketer would learn that it is easier to indirectly influence consumer behavior and belief by providing any type of knowledge, such as information and music, to create a good feeling about the product. Most importantly, the basic components that are an effective approach to changing attitude will be found in this paper, which will be very helpful to marketers in term of marketing and repositioning their brand, product, or service. This approach will alter the cognitive structure of a consumer’s attitude that leads them to changes in behavior. Finally, this paper contains an explanation of the link between attitude towards a brand, product, or service and consumer purchasing behavior. Table...
Words: 2322 - Pages: 10
...Corporate Learning (iJAC), Vol 3, No 4 (2010) • Home • About • Log In • Register • Search • Current • Archives Home > Vol 3, No 4 (2010) > Atici Font Size: [pic] [pic] [pic] Impulse Purchasing Behaviors of the Turkish Consumers in Websites as a Dynamic Consumer Model: Technology Products Example Bünyamin Atici, Ugur Bati Abstract This paper examines the concept of impulse purchasing behavior online basically. The phenomenon of impulse purchasing has been researched in consumer research as well as for example in psychology and economics since the 1950s. A detailed review and analysis of the literature asserts that there are some unsolved issues regarding the state of knowledge on impulse purchasing behavior. Furthermore, nowadays consumers buy an increasing amount of purchases on the Internet. The current conceptualizations of impulse purchase behavior do not adequately capture impulse purchase behavior over the Internet. Today several researchers have claimed that the phenomenon of impulse purchasing should be examined also in the context of online shopping environment. This article aims to reveal that what attitudes of the customers are the points in question while purchasing on internet in terms of impulse buying. The results of our exploratory research are consistent with our conceptualization, and present a strong base for future research. Full Text: PDF [pic] International Journal of Advanced Corporate Learning. ISSN:...
Words: 3794 - Pages: 16
...MGMT 150: CONSUMER BEHAVIOR Spring 2012 Tentative Syllabus T/H 12:30-1:50 Paul Merage School of Business Instructor: OfficeOffice Hours E-Mail | Dr. McAlexanderSB 321T/H 2:30-2:30jmcalexa@uci.edu(Please include in the subject line of email correspondence: “UCI Consumer Behavior”) | GTA: Jennifer CorderoTBABy Appointment, send email to schedule an appointment timejcordero@uci.edu (Please include in the subject line of email correspondence: “UCI Consumer Behavior”) | Required Texts: Consumer Behavior by Michael Solomon 10th ed. Course Objectives: Consumer Behavior is an interdisciplinary field that studies how consumers acquire, consume, and dispose of goods and services. This course will adopt an interdisciplinary perspective and approach the study of consumer behavior from the perspectives offered by several disciplines: psychology, sociology, anthropology, and marketing. What should emerge from this broad study is a rich understanding of this important facet of human behavior. Be prepared, such an ambitious goal places high expectations upon the students of this class. Grading: Your grade will be based upon your performance on three exams and unannounced quizzes. Additionally, students may participate in an optional term project. The final exam will be COMPREHENSIVE. Please note that optional assignments are NOT “extra credit.” Their scores and associated points will be calculated into your grade in the same way as normal assignments and examinations...
Words: 852 - Pages: 4
...Michelle and Harper A. Roehm(2013They did a study on consumer responses aroused by advertising techniques. Study Further explained the three ways of humor in advertisement: mockery, perceived truth and playful humor. The Results of three studies indicated that parodic ads can produce positive as well as negative outcomes across these attitudinal variables. The methodology used was Random sampling data was collected from various people to know the Perceptions of mockery, perceived truth and playful humor in a parodic ad and whether it will positively relate to attitude toward the parodic ad or negatively relate to the attitude toward ads including parody. The results showed that parodies can generally be beneficial in building attitudes toward a parodic ad. The combination of all these types of humor mockery, perceived truth and playful humor can result in positive responses. Andreea-Ioana Maniu, Monica-Maria and Zaharie(2014) the purpose of study was to analyze how creativity is used in new advertising ways among university students role. The paper outlines the...
Words: 775 - Pages: 4
...pollution, ethical problem in terms of work condition and shortage of resources have become big social problems all over the world .As a result, corporations are undergoing immense pressure to conduct business in more socially responsible way. The increasing pressure from society forces companies to respond accordingly. However, despite the increasing attention to CSR in recent years in advanced economies in the west, CSR awareness in Asia is rather low, both on the corporate and state level, as well as the research field. China, as the largest emerging market, now suffers from big environmental problems. Meanwhile, other issues like food safety, horrible working condition and child labor, are also gotten high attention. These problems lead people to caring about CSR. So, how is costumers’ awareness of CSR China? As there are such different kinds of issues, which CSR activity the customer concern more and may affect their buying behavior? This paper aims to analysis costumers’ CSR awareness and the impact on customer’s buying preference of CSR activities. Literature review As one of the major topics that companies must address, corporate social responsibility (CSR) remains a significant issue in business practice across all industries (Chabowski et al., 2011; Wagner et al., 2009; Pirsch et al., 2007). Ignoring CSR can have dire consequences. For example, the total social costs that must be borne by US businesses due to socially irresponsible behavior (e.g. pollution, faulty/dangerous...
Words: 829 - Pages: 4
...CONSUMER BEHAVIOR TOWARDS THE NEW PACKAGING OF FMCG PRODUCTS Mitul Deliya Assistant Professor, S. K. College of Business Management, Hemchandracharya North Gujarat University, Patan Email: deliya.mitul@gmail.com ABSTRACT The importance of packaging design as a vehicle for communication and branding is growing in competitive markets for packaged FMCG products. This research utilized a focus group methodology to understand consumer behavior toward such products. The challenge for researchers is to integrate packaging into an effective purchasing decision model, by understanding Consumer’s behavior towards the packaging of FMCG products. When consumers search for and process information in-store, the product's package can contain relevant and useful information for the consumer. Product packaging forms the end of the 'promotion-chain' and is close in time to the actual purchase and may therefore play an important role in predicting consumer outcomes. Packages also deliver brand identification and label information like usage instructions, contents, and list of ingredients or raw materials, warnings for use and directives for care of product. INTRODUCTION “Packaging is the container for a product – encompassing the physical appearance of the container and including the design, color, shape, labeling and materials used” Packaging has a huge role to play in the positioning of products. Package design shapes consumer perceptions and can be the determining factor in point-of-purchase...
Words: 4891 - Pages: 20
...McCoy College of Business Administration TEXAS STATE UNIVERSITY Department of Marketing Consumer Behavior: MKT 3350 |Instructor |Kathryn Davis, Ph.D |Phone: 512-245-4378 | | |Office: McCoy 417 |Email: ksd27@txstate.edu | |Office hours |MWF: 8:00 AM – 9:00 AM and Wed: 1:00 PM – 3:00 PM and by appointment as needed | |Course Description |Students examine the psychological and sociological factors that influence consumption and decision-making. During the | | |course, students learn the practical implications of consumer attitudes and behavior for marketing activities. This | | |course is part of Texas State’s Service-Learning Initiative. | |Course Materials |Consumer Behavior: Building Marketing Strategy, 12/e (note: 11/e is also accepted) | | |Hawkins, Mothersbaugh, Best | | |ISBN 13: 978-0-07-353004-8 ...
Words: 2772 - Pages: 12
...to the funding, But as a strong organization Aurora is still standing and fighting for what they believe and that is “Making difference in their life.” Risk management seeks to reduce potential negative impacts on patients, staff and the organization through the identification and reduction of potential dangers or threats (Authenticity Consulting, LLC., 2010). At the same time when they are using risk management they are also using quality management because they are ensuring that they are giving their patients the right quality of care that they deserve. In the Aurora organization they look in the best interest not only to protect their consumers, but to also protect their employees. When it comes to working at each home there is a different thing that needs to be followed like (POC) which is provision of cares, (BSP) which is the behavior support plan. These are different plans that are set in stone. This means that there cares need to be done a certain way to ensure no...
Words: 1851 - Pages: 8
...will not respond skeptical to the CSR strategy. Third the company should be innovative and not be exposed to too much risk. If these requirements are met it is necessary to choose a CSR strategy that fits the brand and to use the right communication strategy. Only then will market value rise as a result of the higher level of customer satisfaction CSR creates. 2 Table of content Chapter 1: Research proposal 1.1 The problem background 1.2 The problem statement 1.3 Research questions 1.4 Academic relevance 1.5 Managerial relevance 1.6 Overview of the rest of the chapters Chapter 2: Corporate social responsibility from the consumer perspective 2.1 Introduction 2.2 CSR and customers Chapter 3: Consumer reactions and attitudes towards trust, communication strategy and fit 3.1 Introduction 3.2 Fit between CSR and brand 3.3 Communication strategy 3.4 Consumer trust and CSR 3.5 Cross-influences Chapter 4: Customer satisfaction 4.1 Introduction 4.2 The direct effect of communication strategy on customer satisfaction 4.3 The indirect effect of communication strategy on customer satisfaction 4.4 The direct effect of brand fit with CSR on customer satisfaction 4.5 The indirect effect of...
Words: 8717 - Pages: 35
...Submission of Term Paper on industry analysis” Dear Sir, We feel immense pleasure in presenting you the term paper as part of our course requirement. We found this report to be truly challenging in many aspects and indeed very interesting in relation to the various interpretational and engrossing exercises. According to your valuable advice we did some survey on selected banks in Dhaka City for industry analysis. Moreover for FMCG we also visited some dealer shop and companies. Writing and preparing this report itself was truly comprehensive learning experience. We have tried our level best to complete the report with respect to the desired requirements. However, if any explaining is required, we would be honored to oblige. Kindly accept this humble effort of bringing forward our research and findings on the subject matter. Yours sincerely, Name ID Signature 1. S.Md.Naimul Ehasan Barkati 2008-2-10-153 _______________________ 2. Zareen Tasneem 2008-1-10-168 _______________________ 3. N.M. Baki Billah 2008-2-10-071 _______________________ 4. Nazia Choudury 2008-2-10-068 _______________________ Acknowledgement In the beginning, we are grateful to the Almighty ALLAH to help us completing this Term-Paper on Asian paints. We are also thankful to our Md. Sajjad Hossain, who helps us to complete this report in the right process. Without his unconditional help we would not be able to complete this Term-Paper in due time....
Words: 308 - Pages: 2
...Polonsky Department of Management, University of Newcastle, Newcastle NSW 2308, Australia. TEL: 61(49)216-911. Fax:61(49)216-911. INTRODUCTION Although environmental issues influence all human activities, few academic disciplines have integrated green issues into their literature. This is especially true of marketing. As society becomes more concerned with the natural environment, businesses have begun to modify their behavior in an attempt to address society's "new" concerns. Some businesses have been quick to accept concepts like environmental management systems and waste minimization, and have integrated environmental issues into all organizational activities. Some evidence of this is the development of journals such as "Business Strategy and the Environment" and "Greener Management International," which are specifically designed to disseminate research relating to business' environmental behavior. One business area where environmental issues have received a great deal of discussion in the popular and professional press is marketing. Terms like "Green Marketing" and "Environmental Marketing" appear frequently in the popular press. Many...
Words: 4256 - Pages: 18
