...PROPOSED TOPIC: Examining the influence of Brand Image on consumer buying behaviour. The Case of Apple I-PHONE in the UK. INTRODUCTION OF TOPIC: Nowadays firms in all segments are probing for a new foundation of sustaining competitive advantage because the competition in the marketplace is getting more rigorous. However brand image has stand as one of the powerful tool of gaining comparative advantage. It is certain that firms with powerful brand image make a momentous progress in the marketplace. A strong brand will project a picture of superiority of a firm’s product or service. Apple Inc is an American multinational corporation that market and design personal computers, electronics and computer software. Apple Inc was founded in April 1976 in Cupertino California by the late Steve Jobs. Apple Inc is the largest technology company in the word by profit and revenue. Apple Inc has built a reputation as a consistent and trustworthy electronic company. Apple aspires to become the world leader in electronics, computer software and personal computer. RATIONALE FOR THE TOPIC: The rationale for my topic holds on the fact that brand is becoming the tool for absolute advantage for business in the twenty-first century. It is a challenge for organisation to survive in the constant and fierce battle of brands in the wallets, heart and mind of consumers. Though this study was premeditated for a course work, it will go beyond the purpose, the result of this study will assist existing...
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...endorsements influence consumer behavior in fast fashion industry? 1. Introduction The fashion industry has come a long way over the past two decades. In the early years, big players such as Marks & Spencer offered a relatively straightforward fashion retail choice. However, with the lower cost of starting a retail outlet, the market has become more crowded since then. So called fast fashion retailers, are by no means the only one who succeeded and grew over the past years. Overall, the fast fashion retailers experienced a greater growth compared to the fashion industry as a whole (Cachon and Swinney, 2011). Such retailers are now ubiquitous and spotting a person on the streets who does not wear at least one fast fashion clothing item is rare. The key point to success lies in their business model; making the trends available to everyone. The rapid global changes have restructured the way fashion retailers do business. In today’s competitive market, using celebrity endorser to promote brands on television is a fairly common practice (Erdogan et al. 2001). Celebrity endorsements is believed to help consumers remember the message of the advertisement and the brand name the celebrity is endorsing. This creates the personality of a brand because when a celebrity is paired with a brand, this image helps shape the image of that brand in the minds of consumers (Argrawal & Kamakura, 1995). Celebrity endorsement is a new strategy in brand selling that affect the...
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...CHOCOLATE CONSUMERS FEELING GUILTY FOR THE WRONG REASONS Steven J. Greenland and Christopher Galloway Swinburne University of Technology, Melbourne, Australia. INTRODUCTION New Zealanders are no strangers to taking on multinational companies when they view their actions as unethical. It was two New Zealand school girls who unearthed the GlaxoSmithKline (GSK) Ribena vitamin C (or lack of it) fiasco that resulted in fines and GSK having to pull misleading advertisements, not to mention a global wave of criticism washing over the pharmaceutical giant (e.g., New Zealand Herald 27th March 2007, Vasagar 2007). In 2009 the New Zealand public learned that Cadbury was substituting palm oil for cocoa butter in its chocolate (e.g., New Zealand Herald 4th May 2009). At the time many multinationals used palm oil in their products and while its use received considerable attention from conservationists, Cadbury was using only certified sustainable palm oil; a move that was part of a cost cutting exercise to help maintain pricing levels for its consumers. However, there was considerable public outcry, as well as protest by international environmental groups such as World Wildlife Fund (WWF) and local organisations such as the Auckland Zoo (over the potential loss of Orang-utan forest habitat to palm oil plantations). The negative publicity from the palm oil debate created damaging ‘noise’ for Cadbury’s ongoing worldwide ethical brand building efforts and its high profile announcements that...
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...BUYER BEHAVIOUR POST PURCHASE BEHAVIOUR Word count: 1,900 According to Blackwell, M & E (2006, P4), Buyer behaviour can be defined as “Activities people undertake when obtaining, consuming and disposing of products and services” In this essay, I will be focusing specifically on “Post purchase behaviour”, in which I’ll be discussing and evaluating if customers that are satisfied with a supplier and/or their offering will become loyal? According to Giese and Cote (2000), Customer Satisfaction is defined as “A summary affective response of varying intensity with a time-specific point of determination and limited duration that is directed towards focal aspects of product acquisition and/or consumption” While Customer Loyalty is said to be “a deeply held commitment to re-buy or re-patronize a preferred product/service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing” (Oliver, 1999). However, there are two distinctive ways of describing loyalty; One being attitude, whereas different feelings create an individual’s overall attachment to a product, service, or organization (Hallowell, R, 1996). The other being behavioural, which include customer continuing to purchase services from the same supplier, increasing the scale and or scope of a relationship, or the act of recommendation without having an attachment to the product, service or organisation (Hallowell, R, 1996). FIG 1. Reicheld and Sasser (1990) argues that satisfaction...
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...(3593) Wasim Akhtar (3588) Ateeq-ur-Rehman (3582) Muzammal Shahzad (3623) Consumer Behavior Model Of Consumer Behavior Model Of Table of contents | * Introduction * Marketing Stimulus * Sociocultural Environment * Psychological Field * Buying Decision Process * Purchase * Post-Purchase Evaluation Introduction Tea is an aromatic beverage commonly prepared by pouring hot or boiling water over cured leaves of the Camellia Sinensis, an evergreen shrub native to Asia. After water, it is the most widely consumed drink in the world. As evident by its name the blend consists of well-made premium quality Tibetan BP1s (granules). Each component of Tibet blend is carefully selected to provide a lovely looking leaf appearance that is neat, black, grainy and fairly even. Tibet blend is an excellent combination of lively taste and distinct, which produces satisfying cup of tea for the consumers who like aromatic/flavor tea. The most important feature of this brand is that the characteristics of a brewed cup remain intact even after a long time. Simply, Tibet is a new brand that provides a great value product. Marketing Stimulus: The marketing stimuli are consist of four groups of variable are Known as Four P’s (Product, Price, Place, and Promotion). * Product: Product line of TIBET tea is not lengthy like other products because it’s a new brand in market so it contain only two type of tea, brown tea and green tea. We also have...
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...ASSIGNMENT OF MARKETING MANAGEMENT { LG MUSIC SYSTEM} 1. CONSUMER BEHAVIOUR PROFILE 2. IDENTIFY THE FACTORS AFFECTING CONSUMER BEHAVIOUR 3. EXPLAIN HOW BUYING TAKE PLACE SUBMITTED TO SUBMITTED BY: MS.GURDEEP SILKY ROLL NO. 52 SEC 319 MBA 1ST SEM INDEX 1) INTRODUCTION TO LG AND LG’S MUSIC SYSTEM 2) CONSUMER BEHAVIOUR PROFILE OF LG MUSIC SYSTEM 3) FACTORS AFFECTING CONSUMER BEHAVIOUR 4) EXPLAIN HOW BUYING TAKE PLACE 5) BIBLIOGRAPHY • INTRODUCTION TO LG The history of LG Electronics has always been surrounded by the company's desire to create a happier, better life. LG Electronics was established in 1958 and has since led the way into the advanced digital era by manufacturing many home appliances such as radios and TVs. LG Electronics has unveiled many new products, applied new technologies in the form of mobile devices and digital TVs in the 21st century and continues to reinforce its status as a global company. LG Electronics has set a new mid-term and long-term vision, aiming to achieve a position as one of the top three electronics, information, and telecommunication firms...
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...Consumer Behavior Models in Tourism Analysis Study Muhannad M.A Abdallat, Ph.D. Assistant Professor Hesham El –Sayed El - Emam, Ph.D. Assistant Professor Department of Tourism and Hospitality, Faculty of Tourism and Archeology King Saud University ABSTRACT The theories of consumer decision-making process assume that the consumer’s purchase decision process consists of steps through which the buyer passes in purchasing a product or service. However, this might not be the case. Not every consumer passed through all these stages when making a decision to purchase and in fact, some of the stages can be skipped depending on the type of purchases. The reasons for the study of consumer’s helps firms and organizations improve their marketing strategies by understanding issues such as: • The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products); • The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); • The behavior of consumers while shopping or making other marketing decisions; • Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; • How consumers’ motivation and decision strategies differ between products, that differ in their level of importance or interest that they entail for the consumer; and • How marketers can adapt and improve their marketing campaigns and marketing strategies...
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...3. LITERATURE REVIEW 3.1 . CONSUMER BUYING BEHAVIOR Consumer buyer behaviour is considered to be an inseparable part of marketing (keller, 2011) state that consumer buying behaviour is the study of the ways of buying and disposing of goods, services, ideas or experiences by the individuals, groups and organizations in order to satisfy their needs and wants. Buyer behaviour has been defined as “a process, which through inputs and their use though process and actions leads to satisfaction of needs and wants” (Enis., 1974) Consumer buying behaviour has numerous factors as a part of it which are believed to have some level of effect on the purchasing decisions of the customers. Article (Wrighter, Friday, April 13, 2012) There are people who prefer shoes that are comfortable rather than being fashionable. Today's footwear market offers a large selection of styles that comfortable as well as being stylish which is good news for people who have foot problems. Shoe designers have provided all the latest variety in footwear that can be found online or your favorite local store. The latest trends in footwear are often seen on famous celebrities or athletes. Fashion magazines feature the latest styles as well. If you know the brand name, you can search the internet to find what is currently available for you to purchase. The shopping has become much easier for the consumer. There are thousands of stores present online to take bundle of orders at the same time. You can...
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...& Strategy,July-Dec.2010 Vol.1No.1 CONSUMER PURCHASE OF CONSUMER DURABLES: A FACTORIAL STUDY Hitesh D. Vyas,Ph.D., Bhavnagar University,India ABSTRACT “Many things that were considered as luxuries till about ten years ago have become necessities for most people today.” And in case of household goods consumption it has happened also, as scooter were luxury at once becomes necessity now. The present study is focused on a study of important factors and sources of information in purchase of consumer durables. This is an exploratory study using primary data collected through purposive sampling method with an adequate sample size of 100 household respondents of Bhavnagar city. It reveals that Company or Brand Name, guarantee / warrantee, Price, and After Sales Service are the important factors in purchase of durables. While, sources of important information authorized dealers’ shop, technical expert advice, role of TV as media and influence of friends, relatives and neighbors found important in purchase of durables by respondents. Keywords: Consumer Behaviour, Durable Products, Important Factors, Sources of Information, Buying Decisions. INTRODUCTION Marketing is seen as the whole business from the point of view of its final result, that is, from the customer’s point of view (Peter Drucker, 1986). The consumer is king in age of consumerism (McGuire, 2000). The term consumer behaviour defines as, state “the behaviour of consumers in deciding to buy or use or not to buy or...
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...Recommendations 5 Bibliography 6 Executive Summary In a ethnicity of plenty, where organisation are selling very similar products at almost the same price, and of the same quality to even the similar consumers, These consumers are free of charge to make use of other, ethical criteria in making their choice between opposite options. There are definitely different levels of ethical consumption - with some people being highly morals determined, while some are just getting on a generally satisfactory bandwagon. The reality still that there is a rising crowd of ethical consumers which need to be taking seriously. Because now it is very easy to be an ethical consumer The Internet, press, and magazines are all spreading company’s information about where and how their products and services are being generated. Blogs and customer help desk are also help customers who by one way or the other had terrible experience or who have important inside information to obtain immediate international exposure. Exposing unethical conduct and practices is a definite title for journalists, so business organisation is under more enquiry than before. Businesses like Sainsbury’s are carefully but continuously examining how well they are meeting the evolving ethical expectations of consumers; they simultaneously respond to the trends of ethical consumerism; continue being profitably sustainable in a very flat economy. Introduction In response to theory of ethical consumerism, companies are now...
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...the study guide 1. Define consumer misbehaviour. Ans: Consumer misbehaviour is a consumption behaviour that can have adverse affects on themselves or others in some way. Such misbehaviour infringes accepted societal norms. 2. Define compulsive consumer behaviour. Ans: it is the compulsion of buying which has serious consequences. 3. What is a consumer boycott and why would a consumer resort to this? Ans: rejection of a brand or company and the encouragement of the others to so not deal is known as consumer boycott. A consumer would resort to such kind of behaviour when he or she is not satisfied with the product and hence discourages other to buy it. 4. What is consumer misbehaviour related to products and services? Ans: Shop Lifting costs billions of pounds to retailers every year and consumers not only steal products but also engage in insurance fraud, hotel thefts and phone service fraud which also costs millions of pounds every year. 5. What is consumer misbehaviour related to price? Ans: If a consumer has standard rail ticket yet occupies a seat ina first class compartment. This is misused of a service but it is also an example of use without paying which in many guises is misbehaving over price. 6. What is consumer misbehaviour related to distribution? Ans: Boot legging is where illegal copies of dvd’s, videos etc are made and sold. It is considered as distribution misbehaviour as a pricy one. Counter fitting of brands is also distribution misbehaviour...
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...child is newborn between age 0 to 2, parents must make sure the toys are safe enough, and it should be large enough to avoid choking hazards. Therefore, they are willing to buy good quality toys which are really safe to their children. For example: the truck toys which the color will not fade easily as the child might accidently swallow the colors. Product In the exchange process, many benefits obtained by consumers that having a good services with a tangible and intangible attributes. Products in marketing mix are separate into two types. That is internal considerations and external considerations. Internal considerations are when we are producing the product, we need to know about what are the costs of developing, producing, distributing, and selling. Firstly, we must have a plan to avoid wasting money. External considerations are after produced the product, producer need to think what of the best product serves consumption patterns for the target segment. Is the packaging can attract consumers; how about the transportation, usage, and disposal of the product. The consumers will like to compare the products to make sure that they are worth to be bought. This essay is an example of a student's work Disclaimer This essay has been submitted to us by a student in order to help you with your studies. This is not an example of the work written by our professional essay writers. The product that we choose is Toy-Blocks because between 0 to 2 years old, children enjoy playing blocks...
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...Disposition, Recylce and Reuse | 10 | 2.8 Group Influence | 11 | 3. Conclusion | 12 | 4. Appendix | 13 | Introduction ‘Consumer behaviour is the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires’ (Solomon, 2010, p. 33) We chose Le Marché supermarket to record our observations. Marché Retail Pvt Ltd, has been in the food business for the last 20 years. Well located, aesthetically designed and well stocked with the best from across the globe, the large format stores under the brand name Le Marché. Le Marché caters to the food requirements of people at every level. By offering the convenience of shopping in comfort, assisted by customer focused staff, and a wide selection of exotic and basic groceries to choose from, Le Marché aims to be the preferred destination for food shopping in India. We visited the store on 27th October around 5 pm and recorded our observations. To record our observations we kept in mind the various components of Consumer Behaviour, like: * Meaning * Learning * Self Concept & Personality * Culture * Research * Motivation * Dispositon * Group Influence Observer 1 (Meaning) Consumer Meaning differs with respect to an individual, his past experience, his future expectations and his background in terms of his culture, age, gender, income, lifestyle, use...
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...“AN EXTENSIVE STUDY ON CONSUMER BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO FAIRNESS CREAMS FOR MEN” Synopsis of the project report to be submitted in partial fulfillment of the requirement for the degree of master of business administration. SYNOPSIS Title: “AN EXTENSIVE STUDY ON CONSUMER BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO FAIRNESS CREAMS FOR MEN” Introduction: Till the last decade it was almost unimaginable that there would be a fairness cream for men among male grooming products. As it turned out, men contributed significantly to consumption of fairness product. That shouldn't be surprising as we live in a society which is obsessed with fair skin. This phenomenon was not restricted to women and, unknown to marketers, had influenced Indian man as well. The size of Indian skincare market including creams, moisturizers and cleanser is estimated at Rs 4,750 crore. Of the total skincare market, the fairness cream market in India is estimated at Rs 2,200 crore plus. In the past few years, the men's grooming market has grown exponentially with brands launching not just the run-of-the-mill shaving gels and foams, but fairness creams, moisturizers, face washes and other grooming products targeted specifically at men, with fairness creams leading the pack. One of the major reasons behind this is that over the years, Indian male became more and more conscious of his looks, not just in the business world but also in society. A lot depended on how he presented...
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...Marketing Management – I Post Purchase behaviour of consumers of products of value below Rs. 5 Sunsilk Shampoo sachet 1 Contents Contents .................................................................................................................................................. 2 Objectives of the Study............................................................................................................................ 3 Introduction ............................................................................................................................................ 4 Skin and Body care in Indian FMCG Industry ...................................................................................... 4 Sunsilk Shampoo ................................................................................................................................. 4 Research Methodology ........................................................................................................................... 6 Target Areas / Locations ..................................................................................................................... 6 Some of the Key findings of the Interviews ............................................................................................ 7 Key Findings and Interpretations of Observed Data ............................................................................. 13 Areas of Improvement .................................
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