...Consumer Behavior Key Terms: learning, classical conditioning, instrumental conditioning, reinforcement, stimulus generalization, stimulus discrimination, brand loyalty, motives, unconscious motives, buyer decision process, information search, perception, subliminal perception, self image, perceived risk, attitude, cognitive dissonance, post-purchase (cognitive) dissonance, buyer's remorse, purchase decision process, problem recognition, information search, evaluative criteria, alternative evaluation, consideration set, reference group, beliefs, attitude change, opinion leader, word-of-mouth advertising, buzz marketing, Bzz Agent, family, social class, culture, subculture, innovators, compatibility, complexity, divisibility, communicability, relative advantage, and adoption process. Consumer Behavior- The relatively young discipline of marketing has a great deal to learn from other fields such as psychology, sociology, anthropology, economics, etc. -- especially when it comes to consumer motivation and behavior. One thing scholars are noticing is the convergence of disciplines. A. Contributions of Psychology to Consumer Behavior Learning—Two important learning theories are classical conditioning (Pavlov) and instrumental conditioning (Skinner). Classical conditioning focuses on contiguity (association) and repetition. Pavlov taught dogs to associate the meat and the bell by pairing the two through numerous trials. Eventually, the dog salivated to the bell without the...
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...\CONSUMER BEHAVIOUR Basic concepts and definition Objectives: By the end of this lesson you will be able to: Explain why marketing managers should understand consumer behavior Define and explain basic concepts in the study of consumer behavior. Introduction Why is it difficult to market any product to consumers? The reason is simple: Consumers are complex and constantly changing. Not only is it difficult to figure what marketing program will work but also what worked yesterday may not work today. Thus marketers must constantly improve their understanding of customers. Understanding consumer behavior and knowing your customers is never simple. Customers may say one thing but do another. They may not be in touch with their deeper motivation. They may respond to last minute influences. Some companies like Kenya Airways, Equity Bank, Microsoft, Coca-Cola e.t.c have stood to profit from understanding how and why their customers buy. On the other hand not understanding your customer’s motivations, needs and preferences can hurt. In Kenya, companies like Elliott’s and Sang Yong Motors failed. Consider also the case of Kodak when it introduced its Advantage camera and proudly marketed it as a high-tech product but to a generation (usually referred to as middle-aged baby comers) for which the bells and whistles of new technology had lost their appeal. It was a costly bust. Basic definitions and concepts Marketing: Just to remind ourselves we can say that...
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...Consumer Behavior, 10e (Schiffman/Kanuk) Chapter 1 Consumer Behavior: Meeting Changes and Challenges 1) The behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs is known as ________. A) the production orientation B) consumer behavior C) narrowcasting D) positioning E) the marketing mix Answer: B Diff: 1 Page Ref: 5 Skill: Concept Objective: 1.1: Understand what consumer behavior is and the different types of consumers 2) Which of the following is considered an example of consumer behavior? A) Janice prefers to buy name-brand pain relievers like Tylenol and Advil, rather than the store brand. B) Javier generally gets gas on Monday mornings on his way to work. C) Jessica prefers to buy her produce from the farmer's market instead of the grocery store. D) Jeremy generally recycles his old newspapers and cardboard boxes. E) All of the above are examples of consumer behavior. Answer: E Diff: 2 Page Ref: 5 Skill: Application Objective: 1.1: Understand what consumer behavior is and the different types of consumers 3) When Bill orders five movie tickets online for himself and his friends for a Friday night showing of the latest action thriller, he is acting as a(n) A) organizational consumer B) team consumer C) non-profit consumer D) market consumer E) personal consumer Answer: E Diff: 2 Page Ref: 5 Skill: Application Objective: 1...
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...CHAPTER 15 CUSTOMER SERVICE, PRODUCT AND DISTRIBUTION STRATEGIES To be successful in the long run , small firms must develop and maintain loyal customers, as it costs for more to replace than keep one. There are three basic beliefs that forms the foundation of customer loyalty: 1. Superior customer service creates customer satisfaction 2. customer’s satisfaction produces customer loyalty 3. Small firms possess great potential for providing superior customer service Failure to emphasis customer service jeopardizes the attainment of customer satisfaction and customer loyalty. I. Components of Customer Satisfaction According to Thomas Jones and W. Earl Sasser Jr., in an article entitled “why satisfied customers Defect, “ (Harvard Business Review, Vol. 73, No. 6, Nov.-Dec. 1995, p. 90), there are four major elements that lead to satisfaction: 1. The most basic benefits of the product or service – the elements that customers expect all competitors to deliver. 2. General support services, such as customer assistance. 3. A recovery process for counteracting bad experiences. 4. Extraordinary services that excel in meeting customers’ preferences and make the product or service seem customized. Extraordinary service is the ingredient that small firms are in a unique position to offer. The following are ways to develop extraordinary services: 1. Naming names: Nothing is more well received than individual personalized attention. Besides courteous and...
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...How Marketing Strategies Impact on Buying Behavior of Customers, A Case Study of TESCO Table of Contents Chapter 1; Introduction to Topic Introduction Introduction to Tesco Aim of the Study Importance of the Study Research Questions Research Objectives Research Strategy Chapter 2; Background Literature Review Chapter 3; Methodology Research Design Research Approach Research Methodology Reason for Methodology Selection Data Collection Tools for Data Collection Sampling Methods Data Presentation Sample Size Data Analysis Validity Reliability Ethics of Research Limitations of the Research Chapter 4; Data Analysis Introduction Tesco Marketing Strategies of a retail Business Consumer Behavior Determinants Marketing Strategies to Affect Consumer Psychology Potential Fail Points of Retail Marketing Effect of Marketing Strategies on Consumer Behavior Chapter 5: Conclusion Introduction Retail Marketing Strategies Determinants of Consumer Behavior Consumer Psychology based Marketing Strategies Retail Marketing Fail Points Marketing Effects on Consumer Behavior Conclusion References CHAPTER 1: INTRODUCTION TO TOPIC 1.1. INTRODUCTION The world today is subjected to globalization that has affected every part of the business. Business strategies have changed; customer is more aware of what he actually needs, multiple options are available much conveniently then were ever before. This over competitive environment has increased the pressure...
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...Social Marketing Behavior A Practical Resource for Social Change Professionals William A. Smith and John Strand AED We believe in the power of social marketing to change behavior. Indeed, we began helping mothers to re-hydrate their children in 1978. The positive effects were remarkable, and we haven’t looked back since. For HIV victims, we fought stigma, delivering behavior change that combined treatment and prevention. For civil society advocates, we’re exploring the power of technology to build networks, and the subsequent power of networks to change the behavior of systems. Every day we partner with communities across the U.S. and throughout the world. Our work requires more than slick marketing materials and catchy slogans. Our results are a reflection of an unwavering commitment to the principles and philosophy of social marketing which we share here with you… ii Table of Contents About This Book Overview The Single Most Important Thing 1 2 3 The Basics Social Marketing Thinking Like a Marketer 1. Know exactly who your audience is and look at everything from that group’s point of view. 2. Your bottom line: When all is said and done, the audience’s action is what counts. 3. Make it easy-to-irresistible for your audience to act. 4. Use the four Ps of marketing. 5. Base decisions on evidence and keep checking in. The BEHAVE Framework Working Toward a Strategy Determining the Kind of Change Problem You Face 5 6 9 9 10 ...
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..."Shopper Marketing at traditional retail: An inevitable journey" 90% of the Indian retail is built on the strong bricks of traditional trade. The just next door 'kirana store' is still a significant part of the shoppers’ life. This makes Point-of-Purchase venture into knowing what role does shopper marketing play at the foray of traditional trade, is shopper marketing seeking its relevance here. Experts introspect, answer and help us gain a definite ground on this issue. By Reena Mehta An Inevitable Journey Traditional retail amounts for 90% of Indian retail surely sounds a cliché statistic, but for brands it’s a journey that must be taken. The reason to embark on this journey is the fact that shopper behavior is well established and fairly mature within the traditional trade. Over generations the traditional trade has been able to establish and build a relationship, rapport and trust which are nearly impossible to replicate. Added to this is the proximity to the shopper - which by far is its biggest USP and this makes traditional retail the building block of Indian retail. Shopper marketing no doubts has gained its momentum at the modern retail but modern trade only contributes in single digit %s to the overall sales of many brands and will continue to do so for years to come. Kirana outlets will be the main stay of Indian Marketing. Unless shopper marketing programs cater to the kirana stores, shopper marketing as a practice will not able to make any real impact in...
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... 23 March 2015 ii 1 ProQuest Document 1 of 1 Linkages between Brand Personality and Brand Loyalty: A Qualitative Study in an Emerging Market in the Indian Context Author: Kumar, Ramesh; Luthra, Amit; Datta, Gaurav ProQuest document link Abstract: There are two topical areas, which are of interest to marketers - brand personality and brand loyalty. Brand associations/brand personality and brand loyalty may be associated with one another and may have important implications for marketers. There is a gap in the literature on how each relates to the other and this study attempts to linkages between the two in both consumable and durable categories. The study uses a focus group among the buyers of toothpastes and cars, and suggests a framework linking brand loyalty and brand personality after qualitatively analyzing the responses obtained from the focus group. This would enable marketers in an emerging market like India to formulate brand appeals and branding strategies for different kinds of consumers. [PUBLICATION ABSTRACT] Links: Linking Service Full text: Headnote There are two topical areas, which are of interest to marketers - brand personality and brand loyalty. Brand associations/brand personality and brand loyalty may be associated with one another and may have important...
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...C H A PTE R CONSUMER BEHAVIOUR AND TARGET AUDIENCE DECISIONS 3 Chapter Objectives • To understand the consumer decision-making process and how it varies for different types of purchases. • To understand various internal psychological processes, their influence on consumer decision making, and implications for advertising and promotion. • To understand the similarities and differences of target market and target audience. • To understand the various options for making a target audience decision for marketing communication. Marketers Seeking 50-Plus Consumers Nintendo is famous for its video games. DaimlerChrysler features a wide selection of car brands. Tabi is known for its classic women’s clothing. While seemingly unrelated, these brands have recently shared a similar strategy. As these established companies expanded beyond their current customer base, each brand attempted new marketing communication programs containing a more emotional message aimed at the 50-plus demographic. The 50-plus crowd not only is a sizable market, but also is a very lucrative one; they control 55 percent of all discretionary spending in Canada due to their relatively high net worth. And while the brands all looked toward the fifty-plus market, additional segmentation based on an understanding of consumer behaviour revealed subtle differences in their approach. For Nintendo, the saturated youth market proved to be a no-growth avenue. With industry sales hitting the billion-dollar level...
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...Customer is King Third definition: Globalization 2.1.2. Second stream of thought: Destructive Definition 2.1.2.1. Evolution Of The Consumer Culture 2.2. Implications Of The Benign Consumerism Definitions On Marketing Strategy 3. The Consumer Culture And The Consumption Society 3.1. Distinguishing Definition 3.2. Conditions For A Consumption Society 3.3. Unhealthy Pillars/Consequences Of The Consumption Society 3.3.1. Materialism 3.3.2. Compensatory consumption: The "Shopaholic" Phenomenon 3.3.3. I Shop Therefore I Am 3.3.4. Living Beyond Your Means 4. Antecedents To The Unhealthy Consumption Pillars 4.1. Intrinsic/Personal Influences 4.1.1. Personality Characteristics: 4.1.1.1. 4.1.1.2. 4.1.1.3. Self-Monitoring Personality Trait Innovativeness, Fashion Orientation And Opinion Leadership Ethical orientation 4.1.2. Psychological characteristics 4.1.2.1. 4.1.2.2. 4.1.2.3. 4.1.2.4. Co-morbidity and the Joint cycle of compulsive consumption Obsessive thoughts and Risk Taking Propensity Low self esteem Dealing with Negative Emotions and life challenges 4.2. Societal Influences: "Keeping Up With The Joneses" 2 5. The Role Of Marketing In The Consumption Culture 5.1. Marketing And Materialism 5.2. Marketing, Capitalism and Democracy 5.3. Marketing Creates False Wants 5.4. Marketing Raises Expectations 5.5. Marketing Ethics And Advertising 5.6. Consumer Perceptions Of The Role Of Marketing: Case Studies 6. Research Gap 7. Research Question/...
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...Research Methods Project Report Ethical Concerns of Marketing towards Children Submitted to: Fatima Saman Qaisar Date: 30th November, 2013 FAST School of Business National University of Computer & Emerging Sciences Acknowledgements Thanks to Allah-The Almighty who helped us in completing this tremendous task. Then we would like to offer our very special thanks to our respected instructor, Miss Fatima Saman Qaisar, whose constant and untiring support helped us at every stage of the project. Without her devoted and sincere assistance, we would never have been able to complete this project in an organized way. Last but not the least, we would also like to offer our thanks to our parents and our friends who supported us at every stage of completion of this task. TABLE OF CONTENTS List of Tables iv Executive summary 1 Introduction 2 Background 2 Consequences 2 Research Problem 3 Significance of the study to practice and to the wider academic world 4 Research Objectives 4 Research Questions 4 Literature Review 5 Theoretical Framework and Research Objective 23 Purpose of study 23 Research questions 23 Research Hypothesis 24 Theoretical Framework 24 Research Methodology & Methods 26 Research Methodology 26 Research approach and research method 26 Findings 28 Project Management 52 Project Charter 52 Analysis of key findings 54 Conclusion 57 Recommendations 58 Bibliography...
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...Student: ___________________________________________________________________________ 1. Marketing is an activity that only large firms with specialized departments can execute. True False 2. Good marketing is not a random activity. True False 3. Understanding a customer's needs and wants is fundamental to marketing success. True False 4. Marketers might wish to sell their products to everyone, but it is not practical to do so. True False 5. The four Ps include product, promotion, planning, and place. True False ch01 6. Because thoughts, opinions, and philosophies are neither goods nor services, they cannot really be marketed. True False 7. The group of firms that makes and delivers a given set of goods and/or services is called a supply chain. True False 8. Value is what you get for what you give. True False 9. Value-based marketing helps to build long-term customer loyalty. True False 10. Over the past decade or so, marketers have begun to realize that it is best to structure a firm's customer orientation in terms of transactions rather than relationships. True False 11. The AppleTM iPad has been successful because it provides value to customers. True False 12. When a good or service is promoted, the purpose of the promotion is to inform, persuade, or remind customers. True False 13. By publishing a Code of Ethics, a firm ensures that all employees will behave ethically...
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...MARKETING 7E People real Choices This page intentionally left blank MARKETING 7E People real Choices Michael R. SAINT JOSEPH S SOLOMON ’ U OLLINS NIVERSITY Greg W. MARSHALL R C OLLEGE Elnora W. THE UNIVERSITY OF SOUTH CAROLINA UPSTATE STUART Prentice Hall Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editorial Director: Sally Yagan Editor in Chief: Eric Svendsen Acquisitions Editor: Melissa Sabella Director of Editorial Services: Ashley Santora Editorial Project Manager: Kierra Bloom Editorial Assistant: Elisabeth Scarpa Director of Marketing: Patrice Lumumba Jones Senior Marketing Manager: Anne Fahlgren Marketing Assistant: Melinda Jensen Senior Managing Editor: Judy Leale Project Manager: Becca Richter Senior Operations Supervisor: Arnold Vila Creative Director: Jon Christiana Senior Art Director: Blair Brown Text and Cover Designer: Blair Brown Media Project Manager, Production: Lisa Rinaldi Media Project Manager, Editorial: Denise Vaughn Full-Service Project Management: S4Carlisle Publishing Services Composition: S4Carlisle Publishing Services Printer/Bindery: Courier/Kendalville Cover Printer: Courier/Kendalville Text Font: Palatino Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriate page within text. Microsoft®...
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...been accepted for inclusion in Syracuse University Honors Program Capstone Projects by an authorized administrator of SURFACE. For more information, please contact surface@syr.edu. Abstract In the field of business ethics, there has been much written and discussed about ethical matters in areas where there is a distinct right and wrong, but relatively little written about how to make decisions when the ethical issue isn’t as black and white. When marketing a product, it is one’s hope that ethical issues are typically not inherent to the marketer; however, when one has the unenviable task of marketing a controversial product, it becomes a true question of “grayarea” ethics that makes marketing decisions more difficult to make. Companies depend on marketing, as it is the one higher-level areas of corporate function that results in the sales of the actual product. In this particular situation, it becomes increasingly difficult for a marketer to make decisions about how to ethically promote their product to their customers while still being ethical in the decisions made. Therefore, this thesis explores the problems associated with marketing such...
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...learned that the ability to communicate effectively and efficiently with their target audiences is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol and drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them. Most of the people involved in advertising and promotion will tell you that there is no more dynamic and fascinating a field to either practice or study. However, they will also tell you that the field is undergoing dramatic changes that are changing advertising and promotion forever. The changes are coming from all sides—clients demanding better results from their advertising and promotional dollars; lean but highly creative smaller ad agencies; sales promotion and direct-marketing firms, as well as interactive agencies, which want a larger share of the billions of dollars companies spend each year promoting their products and services; consumers who no longer respond to traditional forms of advertising; and new technologies that may reinvent the very process of advertising. As the new millennium begins, we are experiencing perhaps the most dynamic and revolutionary changes of any era in the history of marketing, as well as advertising and promotion. These changes are being driven...
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