...Consumer Buying Behaviour: Implications of Consumer Attitudes for Marketers in the Context of UK Food Retail Sector Word Count: 3006 Consumers are the center of every business’s attention. It is essential for every marketer to know about the needs and wants of the consumers. To know that, it is necessary to know how consumers make decisions regarding the purchase of products and services. The following essay throws light on consumer behaviour and its implications for marketers in the context of the UK food retail sector. Consumer buying behaviour is a process through which the consumers make decisions regarding how they spend their resources on items they need or want. These resources include time, money and effort (Sharma, 2006). Solomon (2010) is of the view that consumer buying behaviour is a process which the consumers go through when evaluating, purchasing and disposing of goods and services. According to Johan, Johan and Anneki (2007:38): “Consumer behaviour comprises the behaviour patterns of decision units (individuals as well as families) which precede, determine and follow on the decision-making process for the acquisition of need –satisfying products, ideas and services” The future behaviour of the consumers can be predicted by analyzing their current buying and consumption patterns (Kotler, 2008). The study of consumer behaviour not only takes internal factors into account but also the external factors which are responsible for influencing...
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...SAMPLE ANSWER 01 CAM CAM Diploma Marketing and Consumer Behaviour December 2010 Contents Task 1: Marketing Principles Task 2: Communication Task 3: Communication, Advertising and Media Task 4: Consumer Behaviour Task 5: Channel Behaviour Appendices: Background information to THE AGE Appendices to task 2 4 - 14 15 - 20 21 - 31 32 - 43 44 - 47 48 - 54 References 55 - 57 Task 1 Word count 1618 Marketing Planning Planning is an essential task to ensure THE AGE continues to be a market leader. Drummond et al (2005) suggest planning should be systematic and structured, and is required in order to adapt to the changing business environment. The corporate objectives are at the heart of the marketing planning process (Brassington et al, 2000). The marketing plan will contribute to the corporate plan by developing specific functional strategies and tactics to achieve the corporate objectives. Figure 1.1 demonstrates the process. THE AGEs corporate plan is ‘to build on profits from the previous year and continue to be Britain’s number one quality selling newspaper’. From this, the marketing plan could be ‘to increase the number of subscribers’. Marketing planning process diagram A common framework to use in the planning process is the SOSTAC model, see figure 1.2 Marketing planning process • • Situational Analysis – The first stage of the planning process is to look at where the THE AGE is now - Britain’s number one selling quality newspaper with...
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...cooked food, meat and fish counter, deli, coffee shop, restaurant and petrol station. Today, principles and values of the founders continue to guide the company's direction--by providing customers with quality products, excellent service and thoughtful attention and makes it preferred customers shopping to Sainsbury supermarkets. Analysis of Sainsbury’s will be discussed by the characteristics of services, consumer buying behaviour, and service quality by using some academic model. 2. The Characteristics of Services Figure 2: Scale of Market Entities Source: Shostack, 1977 The scale of market entities classified different products into tangible dominant and intangible dominant which include pure tangible goods, tangible goods with accompanying service, service with accompanying goods and service and pure service. It shows goods-services continuum that most products contain both goods and services in real life (see Figure 2). Sainsbury sells products which combine goods and services. In addition, the characteristics of its services have effects on Sainsbury’s’ marketing activities and they will be discussed following. 3.1. Intangibility The reason why services are intangible can be understood by analyzing the characteristics of intangibility, according to Hoffman and Bateson (2010). They claim that services are performances rather than objects for pure services can-not be touched, smelt, seen or tasted like...
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...on buying behaviour of consumers in Malaysia Problem Statement This research aims to find out the different ways and forms of advertising and to try to assess or measure how advertising in different ways can lead to impact on customer buying behaviour. Coca-Cola has reasonable Advertising techniques and various types of adverting, like TV adverting, radio adverting, and billboard adverting, so the target consumers can aware of the products and acquire more knowledge, this is the importance of adverting. The Advertising strategy can affect the consumers, make the consumers like their products, and then from preference to conviction about their products, all of the feelings are the foundation of consumer’s purchasing behaviour. Geographical Location of This Study Various shopping like GIANT, TESCO, and JUSCO etc. In around negeri simbilan –seremban 2.2Review of Literature “Advertising is the non-personal communication of information of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through various media.”(Melewar, 2004) . “Consumer behaviour is the study of when, why, how, and where people do or do not buy product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups.” (Hausman, 2000) Buying Behaviour is the decision processes and acts of people involved in buying and...
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...MCM -116 : Marketing Management Session – 4 MARKETING QUOTE “The problem is that once a consumer has bought someone else’s story and believes that lie, persuading the consumer to switch is the same as persuading him to admit he was wrong. And people hate admitting that they’re wrong.” …Seth Godin: on consumer behaviour in marketing TOPICS • Human Motivation • Consumer Buying Behaviour • Consumer Buying Roles • Consumer Buying Process • Types of Buying Behaviour MOTIVES A need becomes a motive when it is aroused to a sufficient level of intensity to drive us to act. Motivation has both, direction and intensity. Direction means selecting one goal over another, intensity is the vigor with which we pursue that goal. Human Motivation Motivation can be defined as "psychological forces that determine the direction of a person's behaviour, a person's level of effort, and a person's level of persistence." Other authors define motivation as "processes that account for an individual's intensity, direction, and persistence of efforts towards attaining a goal". For consumer analysis and designing marketing strategies, three basic motivation theories are of interest to marketers: • MASLOW’s THEORY • HERZBERG’s THEORY • FREUD’s THEORY In 1943, Abraham Maslow, an American Psychologist and Professor stated that:• Human needs are arranged in a hierarchy from most to least important. • People will try to satisfy their most important needs first. • Till a lower need is satisfied a person will not...
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...Analysis of Consumer Behavior quotes “We surround ourselves with valued material possessions as a matter of our lives taking course. A sense of linkage to the concrete and observable world external to ourselves permits us to obtain a sense of stability and continuity in an otherwise less stable existence”. Discuss Introduction Psychology is important in many aspects of business, not least in the whole area of marketing and advertising. An understanding of the consumer behaviour is an essential part of the psychology of marketing. This essay will firstly give an explanation of consumer behaviour. Following this, it will discuss the benefits of the applications of consumer behaviours. Finally, it will look at the explication of attachment in consumer behaviours in the quote “We surround ourselves with valued material possessions as a matter of our lives taking course; a sense of linkage to the concrete and observable world external to ourselves permits us to obtain a sense of stability and continuity in an otherwise less stable existence.” Consumer Behaviour Consumer behaviour is a complex, multi-disciplinary theory contributed from a variety of social sciences. The microeconomic demand theory, the foundation theory of market economy, is focused on what prospect effect the changes in income and price has on demand under the prerequisite of stable preferences; it does not provide explanation of the dynamics of the many factors in between, for instance, what influence income...
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...q Consumer Behaviour 1 q 1 Consumer Behaviour Customer is profit, all else is overload.... x This chapter provides an introduction to consumer behaviour. Consumer is the most important person. The business revolves around the consumer. After finishing this chapter one should be able to understand: q What is meant by consumer behaviour q Consumer decision-making process q Marketing strategy and consumer behaviour q Indian consumer and his characteristics x INTRODUCTION All of us are consumers. We consume things of daily use, we also consume and buy these products according to our needs, preferences and buying power. These can be consumable goods, durable goods, speciality goods or, industrial goods. What we buy, how we buy, where and when we buy, in how much quantity we buy depends on our perception, self concept, social and cultural background and our age and family cycle, our attitudes, beliefs values, motivation, personality, social class and many other factors that are both internal and external to us. While buying, we also consider whether to buy or not to buy and, from which source or seller to buy. In some societies there is a lot of affluence and, these societies can afford to buy in greater quantities and at shorter intervals. In poor societies, the consumer can barely meet his barest needs. The marketers therefore tries to understand the needs of different consumers and having understood his different behaviours which require...
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...MARKETING REPORT Group: Phan Xuan Linh (77139428) Shyam Mallan (77140430) Christian Andrea (77142477) Prakash Pothina (77144112) Shrey Sugla (77144256) CONTENTS INTRODUCTION 4 LITERATURE REVIEW 4 L'ORÉAL MARKETING PLAN AND CONSUMER BEHAVIOUR 6 Cultural factors: 6 Social factors 7 Psychological factors 8 CONCLUSION 10 APPDENDICES 10 REFERENCES 11 REPORT ON THE EFFECTS OF CONSUMER BEHAVIOUR ON L'ORÉAL MARKETING PLANS ABSTRACT: Consumer behaviour strongly affect the consumer buying process, hence marketers always want to know what is actually happening inside customer's mind in order to provide additional values of products to users to satisfy their needs and wants. However, it is mainly influenced by three key factors - cultural factors, social factors and psychological factors - that are vital conditions for every marketing strategy to be considered before launching in the market. In cosmetic industry, although L'Oréal is the leader of the market, it is necessarily for the company to concern these factors in its marketing plan, so as to gain the market shares and remain its position above rivals such as P&G and Unilever. The report will try to find out the role of consumer behaviour in marketing strategy planning and discover the process of how L'Oreal adapt the three factors to their marketing plans order to achieve success. INTRODUCTION The term consumer behaviour is defined as "the study of how individuals, groups and organisations...
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...Gender and consumer behaviour Consumer buying behaviour can be influence by various factor, which included several major factor that could influence their buying behaviour while in engaging in buying decision. Therefore, these factor could be vary tremendously in terms of income, age, personal taste, as well as gender. By understanding consumer buying behaviour it will allows marketers making further process while in creating an appropriate marketing strategy aim on their consumers. Furthermore, it can be a foundation for marketers to develop a sense of awareness on the criteria that influence consumer buying decision making. In this analysis, it is to study the differences between the genders at a various level of buying decision. Among all these factor which will influence consumer buying behaviour. Gender is one of the major factor. Putrevu, (2001, p.1) stated that gender is one of the most common method while on segmenting criteria which used by nowadays marketers. This makes sense, by dividing gender into two male and female primary category, its makes marketers ease to identify and access into their market and at the same time it is large enough to be profitable. The differences between men and women is due to their diversity in socialization, biological and psychological factors that illustrate the differences on their behaviour at the various situations. When comes to decision making whether it is on shopping or eating, or perhaps in the aspect of personal or professional...
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...Consumer Behavior Outline of the Study The first chapter of the study covers the introduction about the company (Iceland Frozen Foods) and consumer behavior and follows with the scope and significance of the study. The second chapter of the study will represent several literature reviews on research relating to the previous studies carried out by various authors. The third chapter of the study will conduct the methodology chapter, which will indicate the research methods and designs. The analysis and finding for the research study will be in the fourth chapter. The final and fifth chapter will conclude the study and provide useful and justified recommendations for the further research (Welford, 2007, 52–62). Observing consumer behavior while they are shopping gathers a wide variety of information about their behavior in choosing products and services. The consumer behavior is observed upon number of observable phenomenon like physical actions, such as the actual shopping pattern of consumers (in store or through online interface); verbal behavior, such as sales conversation between buyer and the seller or communication of buyer with other buyers in the store; expressive behavior, such as facial expressions and tone of voice or behavior while interacting with product features they are buying; and temporal patterns, such as amount of time spent by consumers while making their purchase decision (Zikmund, pp. 239-240). The marketing activity of Starbucks can be made more effective...
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...q Consumer Behaviour 1 q 1 Consumer Behaviour Customer is profit, all else is overload.... x This chapter provides an introduction to consumer behaviour. Consumer is the most important person. The business revolves around the consumer. After finishing this chapter one should be able to understand: q What is meant by consumer behaviour q Consumer decision-making process q Marketing strategy and consumer behaviour q Indian consumer and his characteristics x INTRODUCTION All of us are consumers. We consume things of daily use, we also consume and buy these products according to our needs, preferences and buying power. These can be consumable goods, durable goods, speciality goods or, industrial goods. What we buy, how we buy, where and when we buy, in how much quantity we buy depends on our perception, self concept, social and cultural background and our age and family cycle, our attitudes, beliefs values, motivation, personality, social class and many other factors that are both internal and external to us. While buying, we also consider whether to buy or not to buy and, from which source or seller to buy. In some societies there is a lot of affluence and, these societies can afford to buy in greater quantities and at shorter intervals. In poor societies, the consumer can barely meet his barest needs. The marketers therefore tries to understand the needs of different consumers and having understood his different behaviours which require an in-depth study...
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...q Consumer Behaviour 1 q 1 Consumer Behaviour Customer is profit, all else is overload.... x This chapter provides an introduction to consumer behaviour. Consumer is the most important person. The business revolves around the consumer. After finishing this chapter one should be able to understand: q What is meant by consumer behaviour q Consumer decision-making process q Marketing strategy and consumer behaviour q Indian consumer and his characteristics x INTRODUCTION All of us are consumers. We consume things of daily use, we also consume and buy these products according to our needs, preferences and buying power. These can be consumable goods, durable goods, speciality goods or, industrial goods. What we buy, how we buy, where and when we buy, in how much quantity we buy depends on our perception, self concept, social and cultural background and our age and family cycle, our attitudes, beliefs values, motivation, personality, social class and many other factors that are both internal and external to us. While buying, we also consider whether to buy or not to buy and, from which source or seller to buy. In some societies there is a lot of affluence and, these societies can afford to buy in greater quantities and at shorter intervals. In poor societies, the consumer can barely meet his barest needs. The marketers therefore tries to understand the needs of different consumers and having understood his different behaviours which require an in-depth study...
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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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...BAM461: MARKETING Name: Nam Hoai Nguyen Student ID number: s1128290 Module tutor: Kandis Watson Course: MBA Word count: 2,854 I. According to Bloisi, W., Cook, C.W. and Hunsaker, P.L (2003), consumer market refers to the purchase of goods and services purely for personal consumption. Consumer market and consumer buying behaviour must be studies and understood before an appropriate marketing plan can be developed. In general, organisations and companies need to know and understand the behaviour not only for their own customers but also for all consumers. Multiple roles of Consumers As users of a product, consumers are concerned with product features, thus users define what is needed from a product. Payers are consumers who pay for the product and are primarily concerned with its price and other financial considerations (reasonable life cycle of the product, cost of maintenance, cost of consumables, etc). Buyers focus on the logistics of the products (online, by phone, mail or retail center).In a particular purchase situation, the roles may be filled by a signal individual or by multiple people, for example, a parent may decide on the type of baby food that they wish to purchase but their partner may also beinvolved in the decision making or transaction, while the baby is the ultimate user of the food. The stages of consumer buying process The consumer buying process: Irrespective of the particular role, consumers constantly face a number of choices: -Whether...
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...Introduction Consumer behaviour is the buying behaviour of the last consumers that buy goods or services for their personal consumption. As a marketer, in order to change customers’ think and act, understand consumer behaviour is really important. They have to know the ‘why’ to influence the remaining ‘WH’ in consumer behaviour (Kotler and Armstrong, 2014)1. In this assignment, I will be aiming the white-collar workers which also known as office workers, their ages are around 30 to 50 years old. I’ve chosen psychographic segmentation to target buyers in the market. This segmentation classify consumers based on social class, personality or lifestyles (Kotler and Armstrong, 2014)2. Office workers are the bunch that always work overtime and seldom have proper meal. This unhealthy lifestyle causes most of them having weak digestion system. Carbonated water is a plain water with sugar free, no calorie and contains carbon dioxide, it gives a bubbly mouthfeel and slightly sour taste. It also known as sparkling water, seltzer water or soda water (Collins, 2015). According to Greenfield (2014), consume carbonated water can help in curing the digestion problem like dyspepsia and constipation. Besides, with carbonated water that contained sodium, it can help in reduce the risk of getting heart diseases. Also, people will tend to drink more carbonated water because of its unique taste, it is good for those who are having dehydration. The Characteristics that Affect Consumer Behaviour There...
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