...Consumer Motivation: Consumer motivation is an internal state that drives people to identify and buy products or services that fulfill conscious and unconscious needs or desires. The fulfillment of those needs can then motivate them to make a repeat purchase or to find different goods and services to better fulfill those needs. Motivations that are tacit are those that consumers cannot tell you about directly. For example, let's say that the consumer tells you that one improvement would be to enhance ease of use of your product. You may be able to improve the direct experience of using your product, but what if the real motivation behind that comment was deeper than that? What if the consumer lacks confidence in performing the overall task that your product is a tool in accomplishing? If that is the case, then improving the experience of using your product may not help them to achieve their overall goal. You may need to develop an entirely new product that addresses their needs more holistically. Or you may be able to market your product more broadly as a tool within a larger process that you can then own. When you are thinking about innovating in your company, it is useful to make a clear distinction about whether you want to improve your current products or develop something new and different. This will dictate the type of consumer research you will need to guide development effort. Product improvements can be guided by explicit consumer motivations, and they can...
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...1) Introduction 2) Learning and Memory Theory 3) Motivation Theory 4) Conclusion 5) References 1) Introduction The communication message we have chosen is an advert promoting a facial product known as the ‘PerfectaWash’ which dispenses the perfect amount of face wash. We have chosen this message as it utilises effective methods for consumers to not only remember the advert, but also to feel motivated to make a purchase. 2) Learning and Memory Theory Learning’s defined as ‘a relatively permanent change in behaviour which is linked to experience’. The term “encompasses the total range of learning, from simple almost reflexive responses to the learning of abstract concepts and complex problem solving (L. Schiffman & H. Hansen, 2008. A)”. Within learning theory, there are two key approaches; behavioural learning which focuses on conditioned learning and cognitive learning which assumes a conscious process occurs through learning. The advert begins with a woman walking up to a mirror, examining a spot on her face whilst the narrator states ‘when it comes to clear skin, the right amount of the right face wash is key’. The product is then introduced as a solution to the woman’s problem whilst the narrator explains its features to viewers and its unique selling point; it dispenses the adequate amount of face wash to cleanse, but not too much to dry out skin. This is vital to the adverts message as the behavioural theory operant conditioning ‘associates responses with their...
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...CONSUMER NEEDS AND MOTIVATION Diversity is not a new phenomenon. We all seek different pleasures and spend our money in different ways. One husband and wife may spend their vacation on a cruise to Singapore, their friends may prefer a camping trip to Nathiagali. One father and mother may buy their young child a bicycle; another may buy theirs a personal computer. One woman may spend her Christmas bonus on a new washer/dryer; her neighbor may spend hers to join a health club. Human needs – consumer needs – are the basis of all modern marketing. Needs are the essence of the marketing concept. The key to a company’s survival, profitability and growth in a highly competitive marketing environment is its ability to identify and satisfy unfulfilled consumer needs better and sooner than the competition. Marketers do not create needs, though in some instances they may make consumers more keenly aware of unfelt needs. Successful marketers define their markets in terms of the needs they presume to satisfy, rather than in the terms of the products they sell. This is a market-oriented, rather than a production-oriented, approach to marketing. A marketing orientation focuses on the needs of the buyer; a production-orientation focuses on the needs of the seller. The Marketing concept implies that the manufacturer will make only what it knows people will buy; a production orientation implies that the manufacturer will try to sell what it decides to make. There are countless examples of products...
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...potential target customers, figure out what the consumers of your services and products think of your particular businesses’ brand, ideas and products. A general researcher in addition can help you as the business owner to gather some insights to assist you in focusing on the right market. In your business you it is important that you hire a general researcher as a part of your business strategy. The general researcher can be brought along at any stage of the business from pre launch onwards. A general researcher should be hired on a regular based interval due to the ever changing consumer behavior and motivation changes. A general researcher can help your business dependent on the brand and niche of business endeavor. It is especially important to hire a general researcher when you are launching a new product into the market. The General researcher will help you understand how the product will fair in the market and whether your particular product has an appeal to the target consumers. The researcher also helps you identify the size of the market, your businesses position in the market and the rest of the competition in the same market. The General researcher plays a vital role in aiding the testing of your perceptions, ideas and even packaging of the final products. As a business owner though it is possible to conduct your own background research, a general researcher is the more efficient in dealing with matters of consumer feedback and market research. A general researcher...
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...Luciana Nabuco - Zappos case - March 2015 1. Why is Zappos culture so strong? What sustains it 2. 2. In what ways, if any, does Zappos’ culture help and/or hinder its business performance? Be sure to explain the connection between culture and business performance/results? 1 - Zappos is a company built to promote the best experience to consumer through core values and intending to spreading happiness to consumers and employees. The core values are almost a commitment and is the base of the culture. The company provides a great and funny environment where people feel proud to be and, the rewards are more than the benefits as free lunch and vending, they have continuous training, great relationship with team members out of work and they have happy customers that are always posting good things about the service and experience and also they do repeat business, what means loyalty! Is important to mention that the company have a Organic system, what increase the employee’s motivation, and also the decentralized management provides a comfortable and productive environment. 2- Zappos do a great job connecting the inside culture and the consumer experience/ happiness. Both of audiences are treated with fairness and always focusing on loyalty. At the same time that is possible to observe 75% of repeat business, the turn over for “team members” (how they are called) is 7% while the market average is 150%. At the other hand, they have a inefficient operation, talking about control, but with...
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...perspective, e-commerce is the ability to deliver products, services, information, or payments via networks such as the Internet and the World Wide Web. 2. From an interface perspective, e-commerce involves various information and transaction exchanges: business-to-business, business-to-consumer, consumer-to-consumer. 3. From a business perspective, e-commerce includes activities that directly support commerce electronically by means of networked connections. 4. From an online perspective, e-commerce is an electronic environment that makes it possible to buy and sell products, services, and information on the Internet. 5. From a structural perspective, e-commerce involves various media: data, text, web pages, Internet telephony, and internet desktop video. 6. As a market, e-commerce is a worldwide network. A local store can open a Web storefront and find the world at its doorstep-customers, suppliers, competitors, and payment services. E-business: Connecting critical business systems and constituencies directly via the Internet, Extranets, and Intranets. It goes beyond a web site on the Internet to affect all aspects of business, from strategy and process to trading partners and the ultimate consumer. It combines the resources of traditional information systems with the global reach of the Web. E-business enables organizations to accomplish the following goals: 1. Reach new markets. 2. Create new products and services. 3. Build customer...
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...Human Resource Roles and Responsibilities Human resource roles and responsibilities are changing because business trends are changing. Technology, e-business, ethics, and globalization are changing the way companies do business and therefore, the human resource management need to make changes to keep up with the new trends. Globalization and Technology During the past century companies have made changes to the way human resource department’s run. Many companies created jobs overseas, which slowed down the hiring in the United States (Noe, R., Hollenbeck, J., Gerhart, B. & Wright, P., 2004). Companies are finding to survive they must compete in international markets and fend off their competitors. Companies are also outsourcing and offshoring the workload in order to compete and pay employees lower pay. Technology is constantly advancing forward. In today’s business world technology is changing rapidly and human resource department find they need to move with it. These days few companies use paper for job applications now businesses rely on the internet which combines data from several sources into a single site. Shared service centers consolidate different human resource functions into a single location (Noe, et al, 2004). Diversity and E-Business Diversity in the U.S. labor force is growing in racial, ethnic, and gender terms. Many U.S. companies have already committed themselves to ensuring they recognize the diversity of their internal labor force and use it to gain...
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...H-E-B grocery store https://www.heb.com/ fits the category of a non – news organization that utilizes social media feeds alongside traditional media feeds. Mixed media is the best way to describe H-E-B online communication (i.e. identified as a mixture of owned media, paid media shared/social media and earned media). The organization has its own website (owned media pg. 175) that allows the company to have control over information disseminated out to both its internal and external publics (pg. 118). When it comes to paid media (pg. 176), H-E-B paid to have control over 60 seconds of air time during the 2018 super bowl. Its commercial in this case demonstrated corporate advertising (pg. 176) as it promoted its annual contest Quest for Texas...
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...Joshua Tollison Phase 4 Individual Project MGM310-1204B-01 Bari Courts 23 December 2012 If I were to start an e-business the main thing I would focus on would be functionality of the site and ease to make customers feel comfortable and confident about shopping with my storefront. By this I mean designing a site that gives customers several options for the products they are shopping for; along with that my customers would have access to multiple pictures of every product available, and a detailed description of the item they are interested in. My customers would also be able to compare similar items by their available options and provide a side by side analysis. The main thing for my e-business though would be the superior customer service that is provided to my clients by means of email, live chat, and a customer service hotline if you would prefer to talk to a representative. One of the final details that would make my site superior to others would be a hassle free return policy that even included return shipping for those who need to return their products for any reason. To be able to make this dream come true there are several other factors that I will be discussing throughout this paper as I present my business plan for establishing my storefront. I. E-Commerce Infrastructure Just as brick and mortar companies have an infrastructure to help them succeed in business, so do e-businesses. By having the correct infrastructure in place allows a company to run...
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...Orientation on Frontline Employee Service Performance and Consumer Response Rong-Da Liang Department of Marketing and Logistics Management, National Penghu University No.300, Liuhe Rd., Magong City, Penghu County 88046, Taiwan, R.O.C Tel: 886-6-926-4115 Ext: 5522 E-mail: rdliang@npu.edu.tw Hsing-Chau Tseng Graduate School of Business and Operations Management, Chang Jung Christian University 396, Chang Jung Rd., Sec.1, Kway Jen, Tainan 71101, Taiwan, R.O.C Tel: 886-6-278-5123 Ext: 2020 E-mail: hsingchau@mail.cjcu.edu.tw Yun-Chen Lee (Corresponding author) Graduate School of Business and Operations Management, Chang Jung Christian University No. 396, Chang Jung Rd., Sec.1, Kway Jen, Tainan 71101, Taiwan, R.O.C Tel: 886-937-366-869 Abstract As product and price become less important, managers search for new ways to differentiate themselves in a buyer-seller relationship. Increasingly, businesses have to focus on service orientation to differentiate themselves from their competitors. As consumer loyalty depends primarily upon rendering quality service, the delivery process among business service orientation, frontline service employee performance and consumer response deserves more attention. This article explores some of the ways in which service orientation can be used as an appropriate alternative to the more traditional business methods. This study analyzes the dyadic data collected from 247 questionnaires distributed to consumers and employees across 17 branches of a financial...
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...in technology and way of life. One of the most significant forces driving this development is the ability to record and deliver information across distances and at rates expanding exponentially. This is also referred to as the information age. Digital technology has changed the economy. The new terminology being used is e-marketing where the primary source of value creation for consumers has shifted from physical goods to services and information. This does not mean that everything we previously knew about business becomes irrelevant and obsolete, but it does mean that significant changes in business environment justify new approaches to thinking of the best marketing strategy and management. In summary E-commerce can be defined as an exchange of goods and services between parties, individuals and organizations as well as the electronically based intra and inter organizational activities that facilitate such exchanges.(Dave.C.,2007,p,4) There are four categories of E-commerce:- a) Business to business b) Business to consumer c) Consumer to business d) Consumer to consumer Most business still carries out the traditional ways of conducting business. This is by having a physical address where they have their products and services and translations are made there. Due to the new dot com community and ways of doing business many businesses have taken up the opportunity of conducting business online. This is because of the benefits brought about by...
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...1. Introduction Electronic commerce has become an attractive market to the world, and the emerging business opportunities are now becoming a major factor in world economics. Although, investment through e-commerce channels returns high profits, but like many IT systems, it could lead business organizations to a risky situation or failing to deliver expected returns. The main cause of this is the inconsistency between the system design and the desired requirements or for the misunderstanding between IT professionals and business experts. Therefore, to design e-commerce system, a communication pattern is needed either between system developers and business owner, or between customers and the online business system. Moreover, e-commerce system should be adapted with the whole business environment such as business norms and behavior, customer practice, business rules and government policy. However, Semiotic that is ‘the science of signs’ has brought many approaches to facilitate the process of understand signs’ meaning. The approach of organizational semiotic defied the organization as a group of social norms and emphasizes on the people and their role and responsibility in order to merge them when analyzing and designing information system (Stamper et al, 2004). For e-commerce systems, there is a necessity of clear meaning for each symbol, icon and image because almost all transactions done through the web system without human agent involvement. Therefore, semiotic...
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...businesses and government officials on shaky grounds. The tainted view of the American business world is the product of corporations' greedy endeavors, more willing to do anything "for profit", than following the ancient 'for-consumer' mantra "the customer is always right". As our economy crumbles and people's confidences wane, surprisingly, some companies have survived through the deterioration of our economy, some have even managed to grow throughout the recession. Jefferey Hollender and Bill Breen, authors of The Responsibility Revolution, believe these companies have thrived because they have a different standard set for themselves. The standard of responsible contribution to society and the environment. Hollender and Breen believe that this standard is starting to revolutionize the business world by prioritizing integrity into their value system. Being responsible demands companies to do the right thing, doing the right thing starts with "Integrity". The lack of integrity that runs from the government through our businesses has resulted in a system that is no longer stable and predictable. Consequently, the businesses that show heart in what they aim to do, whether it is to become more financially, socially or environmentally sustainable, have opened consumers' eyes to businesses they should trust. Robert Moment the writer of "The 7 Principles of Business Integrity" stated that businesses need to "Recognize that customers/clients want to do...
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...sales raised an average of 11% in the first three months of 2009 (“US Online Sales Up,” 2009). The growth of online sales may due to the growing number of consumers who shop online. In the case of Asia, survey reported 77.6% of Internet users have online shopping experiences in 2003 (as cited in To, Liao & Lin, 2007). Online shopping is very different from traditional shopping. Consumers cannot touch and check the product before purchasing it, which means they are at higher risk of fraud than traditional shopping. Consumers also have other concerns such as credit cards security of online shopping. Then questions should be raised: what is the advantage of online shopping? Why people shop online? In following paragraphs, the advantage of online shopping for the consumer and consumer’s motivation to shop online will ... ... middle of paper ... ...enerates search intention, which in turn generates purchase intention (To et al., 2007). Consumers’ motivations for online shopping are dual characterization. Research claimed that utilitarian motivation can influence consumers’ intention to search and to purchase, while hedonic motivation has a direct impact on intention to search and indirect impact on intention to purchase (To et al., 2007). Online shopping has many advantages which can fit consumers’ needs and motivation. It might be one reason of the rapid growth of online...
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...may enjoy the taste of coffee while Mary finds it awful. Everybody is different. Which connects to my next point, we must keep in mind that not everybody has the same motivation to travel. Two people can be travelling to the same destination but with different motives. Being in the hospitality and tourism industry, it is important for us to know what motivates our consumers in order to fulfill and exceed their expectations, and how to better ourselves to ensure they return home happier than before they left. The number one reason as to why consumers have a desire to travel is to fulfill a need what ever that may be. According to Maslow’s hierarchy of needs, a trip may satisfy one’s disparate need. It is important for us to recognize these needs since it will allow for a successful business. When tourism operations meet or exceed the consumer’s expectations, the particular tourism operation can expect repeat business and for the consumers to spread the word to friends and family about the great service. Also, the company will have the ability to maintain or even increase their current service charges. Take Disneyland for example, when Disneyland first opened their doors it cost a few cents to a few dollars to enter the theme park. Decades later, tickets cost nearly hundreds of dollars if not more, yet consumers are willing to pay for their service because they had a great experience, or heard about it from a friend or family member. There are many factors that may account to...
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