...Writing Assignment #1 – Segmentation and Consumer Research This paper examines research on segmentation and consumer behavior. Consumers can be described using geographic, benefits sought, psychographic, and behavioristic dimensions, yet demographic factors continue to be top of mind predictors or explanations of shopping patterns. Consumer segments are often described using demographic characteristics such as age, gender, race, ethnicity, income & education, and many demographic stereotypes exist about what and how consumers buy. Some stereotypes are close to the behavioral reality of today, while others are not. This paper challenges you to examine current research on segmentation and consumer behavior and shopping data from the MRI Reporter Database. To learn about recent research on segmentation and consumer behavior, particularly the demographics of age, gender or race/ethnicity, access the Business Source Premier database available through the Temple University library website and locate at least two relevant academic articles published since 2000. Relevant academic journals include Journal of Consumer Research, Journal of Marketing, Journal of Consumer Behavior, Journal of Retailing, Journal of Consumer Marketing, Journal of Consumer Affairs, and Young Consumers. The paper should be 3-4 pages and should use three headings in bold and underlined: Introduction; Findings From Past Research; and Conclusion. You can choose your specific topic - just pick a demographic...
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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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...ravishing and confident within their skin and encourage them to confess their beauty each and every day. Lovely Hair can provide the best natural hair care ingredients in order to completely satisfy your every need. We took the time to research what our hair needs in order to be healthy and strong and to make sure that we provide a safe product that women can enjoy. Even our packages are made out of recyclable materials to keep the environment safe. In order to achieve the ultimate goal of this campaign, I have broken down my strategy into four categories. These categories are consumer buyer behavior, target market, pricing strategy, and microeconomics factors. In order to understand consumer buyer behavior, we must first understand consumer utility. Consumer utility is the satisfaction obtained from consuming a good or service (McConnell, Brue, & Flynn, 2010). Now that we understand what consumer utility entails, I can...
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...PDF hosted at the Radboud Repository of the Radboud University Nijmegen This full text is a publisher's version. For additional information about this publication click this link. [http://hdl.handle.net/2066/19379] Please be advised that this information was generated on 2012-09-19 and may be subject to change. Buying Impulses: A Study on Impulsive Consumption Astrid Gisela Herabadi Buying Impulses: A Study on Impulsive Consumption Astrid Gisela Herabadi PrintPartners Ipskamp ISBN 90-9017360-9 Cover illustration: A part of the stone-reliefs in “Candi Borobudur” Buying Impulses: A Study on Impulsive Consumption Een wetenschappelijke proeve op het gebied van the Sociale Wetenschappen Proefschrift ter verkrijging van de graad van doctor aan de Katholieke Universiteit Nijmegen op gezag van de rector magnificus Prof.dr.C.W.P.M. Blom, volgens besluit van het College van Decanen in het openbare te verdedigen op woensdag 17 december 2003, des namiddags om 1.30 uur precies door Astrid Gisela Herabadi geboren te Bogor op 30 december 1969 Promotores: Prof. dr. B. Verplanken (University of Tromsø, Norway) Prof. dr. A.F.M. van Knippenberg Manuscriptcommissie: Prof. dr. J.A.J.P. Janssen Prof. dr. N.K. de Vries (Universiteit Maastricht) Prof. dr. M. Zeelenberg (Universiteit van Tilburg) Buying Impulses: A Study on Impulsive Consumption A scientific essay in Social Sciences Doctoral thesis to obtain the degree of doctor from the...
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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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...1.1 Introduction Consumer behavior is the act or process that been taken by buyer before purchased any kind of product or goods. According to Solomon, 2006 consumer behavior is the study of the process involved when individual or group select, purchase, use product or services to satisfy they need and wants. (p.6) Even though Solomon said that consumer behavior is the process of purchasing but Schiffman ANDKanuk (2007) agreed that consumer behavior its not only about the process itself but it also about method and approaches that been use to evaluate the decision making. Blakewell, 2001 also agreed with Schiffman and said that consumer behavior has responded to the modern marketing. Consumer are viewed as rational decision maker by Zinkhan 1992 always concerned with their self interest before purchase but due to modern marketing approaches their have five different aspect including advertisement give a huge impact to decision-making (Foxall, 1990). On consumer behavior theory, buyer will consider price as one of the aspect that will evaluate before purchased product but in modern marketing consumer will buy whatever product even though the price was higher as long supplier know how to attract the consumer to buy the product. Market strategy affect attitudes towards the products and services and ability to attract customer for future growth. It assesses the role of articulation of marketing strategy to fine tune business trends in promoting the product image and attractiveness...
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...810609-3035 Contents Pg No. 0 Acknowledgement Abstract 1. Introduction and background 2. Purpose of the study 3. Literature review a. Types of consumer’s buying decision behavior b. Complex buying behavior c. Dissonance d. Variety 4. The buying decision process a. Introduction of buying decision process b. The buying decision process c. Evaluation of alternative d. Purchase decision e. Post purchase behavior 5. Theoretical frame work a. Consumer involvement theory 6. Consumer behavior models a. Introduction and Intergradations of three models b. Hierarchy needs of consumer behavior model c. Consumer behavior model d. Lens model 8. Nike’s Introduction (Nike’s Case Studies) a. Financial performance b. Employees c. Contract factories d. Nike branding 9. Methodology of the Study a. Introduction b. Method c. Types of research d. Research approach e. Population and sample f. Instrument to collect the data g. Research validity and reliability 10. Analysis of the study a. Graphical analysis 3 4 4 8 8 10 10 10 11 10 10 11 11 12 12 12 12 14 14 15 16 18 19 19 20 20 20 21 21 21 21 22 22 23 23 24 26 1 b. Empirical analysis qualitative part c. Empirical analysis of quantitative part d. Over all analysis of the study 11. Suggestions and Findings 12. Conclusion 13. Further Research 14. Limitations of the Study 15. Reference List Appendix 36 37 39 41 41 42 42 43 47 Contents of diagrams 6. Consumer behavior models 1. Maslow hierarchy needs model 2....
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...Table of contents 1.0 Introduction………………………………………………………………………..1 2.0 Main body 1 2.1 The definition of Marketing 1 2.2 The introduction of consumer behavior 2 2.3 Culture 4 2.3.1 Aspects of culture 5 2.3.2 Myths and Rituals 6 2.3.3Sacred and Profane Consumption 9 2.3.4 Religion subcultures 11 3.0 Conclusion 12 4.0 References 13 1.0 Introduction With over 6.3 billion people, the world is a marketing oyster. The trouble or the task that most marketers face is identifying how to sell their product to those people. There are many ways to sell a product, but identifying the buying behavior of the target market and catering to those behaviors is integral in today's complex society (East, R., Wright. M, & Vanhuele, M, 2008). Culture is the patterns of behavior and thinking that people living in social groups learn, create, and share. The purpose of this report is to mainly introduce several important aspects of culture and then make some general comments on how culture has an impact on decision making of consumers. 2.0 Main body 2.1 The definition of Marketing Marketing consists of activities which lead to a situation where both the organization and the customer get what they want. It involves the creation, distribution, promotion and pricing of the organizations output. In other words it involves almost everything done within business. Marketing might sometimes be interpreted as the art of selling products, but selling is only a small fraction...
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...CHAPTER 1 INTRODUCTION INTRODUCTION GENERAL INTRODUCTION TO THE STUDY Two-Wheeler industry is one of the largest industries in the automobile sector of global market. Being the leader in product and process technologies in the manufacturing sector, it has been recognized as one of the drivers of economic growth. During the last few decades, well¬-directed efforts have been made to provide a new look to the automobile policy for realizing the sector's full potential for the economy. The liberalization policies have led to continuous increase in competition which has ultimately resulted in modernization in line with the global standards as well as in substantial cut in prices. Aggressive marketing by the auto finance companies have also played a significant role in boosting automobile demand, especially from the population in the middle income group. Presently many international brands like Honda, Suzuki, etc. are competing with Indian brands such as Bajaj, Enfield etc. to capture Indian markets. These aggressive marketing strategies have resulted in making the consumer the major key for success in the industry. Each product offering is now designed to meet and exceed the expectations of the consumer. But understanding consumer behavior and knowing consumers is never simple. And it is more difficult that to understand what a consumer perceives about the product. Customers may say one thing but do another. They may not being touch with their deeper motivations. They may respond...
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...|Professional Post Graduate Diploma in Marketing | | | |Chartered Institute of Marketing | | | | | | | |Candidate No: 13184461 | | | |Center Name: Management Development Centre (MDC) | | | | | |Subject: Emerging Themes | | | | | |Word Count for Discussion Paper: | | | |Task One: 555 ...
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...AFFECTING CONSUMER BUYING BEHAVIOR. OVERVIEW The discussion in this part focuses on the critical literature review on the study of the factors affecting consumer buying behavior. Matters addressed in this discussion are, introduction on the relevant terms, significance of the consumer buying behavior to performance of business, theoretical and empirical literature reviews on the study as well as the conclusion which contains what has not been done by other researchers. INTRODUCTION Consumer Buying Behavior is the tendency of consumers to buy products from a company. It determines the various factors that influence a consumer to make a decision of buying the company’s products. Buyer Behavior is a process, which through inputs and their use though process and actions leads to satisfaction of needs and wants Consumer buying behavior has numerous factors as a part of it which are believed to have some level of effect on the purchasing decisions of the customers It is worth noting that consumer buying behavior is studied as a part of the marketing and its main objective it to learn the way how the individuals, groups or organizations choose, buy use and dispose the goods and the factors such as their previous experience, taste, price and branding on which the consumers base their purchasing decisions. We study consumer buying behavior because;...
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...Kilcullin Chapter 5 Summary Consumer buying behavior is the buying behavior of final consumers, individuals and households who buy goods and services for personal consumption. The what, when, where, why and how is crucial in the marketing industry. They go hand and hand with market behavior (Boone). The history of consumer behavior in marketing seems `to be highly intertwined with the history of marketing thought. In the early fifties soon after WWII many managerial schools of marketing thought emerged. During this period unprecedented economic boom partly fueled up new product introductions. It generated such concepts as the four P’s of marketing, marketing mix, product differentiation and market segmentation.. It appear that each marketing era lids motivated specific types of consumer behavior research and there by shape its history with respect to the substantive body of knowledge research methodology as well as theory development. The purpose of consumer behavior is to understand and control the mind of the consumer. There are many elements of marketing behavior. For example, culture, consumer market, social class, personality, motive (drive), belief, attitudes and need recognition are just a few. As market become global it’s imperative for marketing professional to understand and cope with cross cultural or international consumer behavior. I expect global consumer behavior research and theory to become an emerging area of consumer behavior. As markets become more mature...
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...Erin Mayo June 27th, 2016 Exotic Smokes Company Consumer Behavior Outline MKT 554 Introduction As the Vice President of Marketing Development for the TRIAAD Research Group, I would like to present you with an outline of consumer behavior for Exotic Smokes with the introduction of fruit and candy flavored cigarettes. Consumer behavior is important to business for many reasons. In order for any company to prosper and find a target market certain elements must be researched in order to obtain a fully operational and successful strategy in order or to reach the consumer with an understanding of the product itself along with a history and understanding of the company’s goals and intentions. Exotic Smokes Cigarette Company is looking to expand its consumer base and in order to do so we must study the appropriate methodologies in order to become better acquainted with the consumer. The success of this strategy will be based mostly on personal interaction with the consumer and the public. By studying the habits and formulating opinions and facts based off the information obtained, the target can then be narrowed down to a specific group of individuals that we want to desire the product. Attitudes and intentions are the key valuable elements that need to be taken into consideration. This is mainly due to the decision making process that the consumer has. These skills they have for how and why they choose one product over another are the key focal points that this proposal will...
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...Peer Reviewed Title: An Introduction To Green Marketing Journal Issue: Electronic Green Journal, 1(2) Author: Polonsky, Michael Jay, University of Newcastle Publication Date: 1994 Publication Info: Electronic Green Journal, UCLA Library, UC Los Angeles Permalink: http://escholarship.org/uc/item/49n325b7 Abstract: The scope and importance of the relationship between business and the environment, and a survey of the pitfalls and abuses. eScholarship provides open access, scholarly publishing services to the University of California and delivers a dynamic research platform to scholars worldwide. Polonsky: An Introduction To Green Marketing An Introduction To Green Marketing Michael Jay 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"...
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...Success factors of line extensions of fast-moving consumer goods Nijmegen Business School, Nijmegen, The Netherlands and Stern School of Business, New York, USA Keywords Brand extensions, Brands, Consumer behaviour, Marketing strategy, Product variety, Success Abstract Among the range of strategies available to a company, line extensions are an important way to keep a brand alive and to realize incremental financial growth. In order to be successful at introducing new extensions managers should understand line extensions' key success factors. In this study three market-related factors' impact on line extension success were investigated, i.e. the level of competition in the market place; retailer power; and consumers' variety seeking behavior. Data collected from 49 marketing and product managers in the fastmoving consumer goods industry showed that line extensions have very little added value over existing products, and that cannibalization is very much related to a line extension's success. Of all line extensions, those involving new flavors and new packaging/sizes were most successful. Extensions that improved product quality were found to be unsuccessful. The market-variables: level of competition; retailer power; and variety seeking behavior all had a negative influence on line extension success. Dominant brands were hurt more by variety seeking behavior's negative impact than less dominant brands. Edwin J. Nijssen Introduction During the past two decades, takeovers and research...
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