Transition to a Consumer-Based Model
Transition to a consumer-based model: The Salvation Army
The images of a Salvation Army officer ringing a bell for change at Christmastime or of a Salvation Army band playing in the background on a street corner are iconic. However, the modern Salvation Army is an international charity organization that has taken a form that likely could not have been dreamed of by its founder. In 1865, a London minister named William Booth created a church for the poor and disenfranchised. Booth did not specifically intend to found a charity. However, after developing the East London Christian Mission, Booth gradually began to conceive of an army that would spread the gospel to the world. Booth understood that ministering to the physical needs of the poor would make the disenfranchised more receptive to the Salvation Army's message. Booth viewed it as his Christian duty to…… [Read More]
Consumer Society or Capitalism
Consumer society which evolves out of capitalism has its advantages as well as its disadvantages. But even with its disadvantages, consumer society has now become an accepted from of modern society.
Under the pressure of corporate politics, the commercialization of culture and the influence of mass media, the conventional literary values of Western society are deteriorating. For the public in general, the mixing and transformative experiences of culture have been restored by the joint viewing experience and by contribution in consumer trends. (Cronk, Consumerism and the New Capitalism) George Orwell described consumer society as the air we breathe. High worker output and high general levels of consumption typify efficiently improved societies of late 20th century. Though this prosperity is endorsed with making benefits like raised education and health care, it is also linked with much extended work hours, raised lose-lose social rivalry, uneven communities, economic disparity,…… [Read More]
Consumer Behavior for Marketing
Understanding Consumer Behavior
Understanding consumers' perceptions is critical to marketing and advertising. Consumers are increasingly selective with regard to the advertising that they pay attention to and mass marketing is fast losing its effectiveness and appeal. There is any number of strategies that marketers can employ to increase positive consumer perception of their brands. Several suggestions follow: (1) Engage in socially responsible investing in causes that can reasonably associated with the company or the brand: Examples of this strategy can be seen in programs that Starbucks has established to give back to domestic communities and to engage in foreign communities in need. Sale of Ethos water provides a portion of the revenue to be used for infrastructure changes to communities that do not have reliable sources of clean water. The ed program -- a collaborative effort which extended to other firms -- used a portion of…… [Read More]
The concept of the multiplier effect is closely related to the concept of marginal propensity to spend and consume. Marginal propensity can be understood as the increase in personal consumer consumption and saving that occurs with an increase in disposable income. When fiscal policy creates more disposable income for a family, the concept of marginal propensity predicts how much more they would be save and spend. Thus marginal propensity predicts the actual impact of fiscal policy when it is enacted and thus it can calculate the multiplier effect.
Prepare an essay describing Keynesian economic theory. Be sure to fully explain what is being critiqued and why. You should also be clear on why you find this particular critique so compelling. (600 words).
Keynesian economic was developed in the 20th century by the British economist John Keynes. Keynesian economics is basically a reinvention of classical economic theory, it focuses upon a…… [Read More]
" (Al-Ghaith, Sanzogni, and Sandhu, 2010)
With a focus on Saudi Arabia it is reported that there is "no reliable local production in the fields of software or the hardware. The increased demand for ICTs is met by acquiring overseas technologies.
The trend towards increased reliance on ICTs by the Saudi people, in particular computers and internet services, is one of the highest when compared with other developing countries; however it is still far below the ownership rate in developed countries. Table 1 illustrates the ownership rate of equipment such as fixed-line telephones, cellular phone and personal computers. The ownership rate was calculated per 1000 persons in variant countries over the world." (Al-Ghaith, Sanzogni, and Sandhu, 2010) the goal of the study reported in the work of Al-Ghaith, Sanzogni, and Sandhu (2010) is to enhancing the understanding of factors that influence adoption and usage of online services in Saudi Arabia.…… [Read More]
Consume Behavio: Puchasing Local Baby Food vs. Impoted Baby Food in Ethiopia
Liteatue Review Desciption
A systematic eview of the liteatue is povided in this chapte in ode to develop infomed and timely answes to the study's guiding eseach questions and to confim o efute its guiding hypothesis. In this egad, Faenkel and Wallen (2001, p. 48) advise that, "Reseaches find out what has aleady been witten about the topic they ae inteested in [by] investigating the opinions of expets in the field and othe eseach studies. Such eading is efeed to as a eview of the liteatue." Likewise, Gatton and Jones (2003) epot that a well-conducted eview of the liteatue epesents an essential pat of vitually any type of scholaly eseach poject today. Fo example, Gatton and Jones (2003, p. 51) note that, "No matte how oiginal you think the eseach question may be, it is almost cetain that…… [Read More]
ecommendations for Organizations
The many factors of data mining and their use for profiling customers and their needs also create opportunities for organizations to build greater levels of trust with their customers as well. And trust is the greatest asset any marketer can have today. The following are a series of recommendations for how organizations can address demographic influences that impact their marketing strategies in light of concerns surrounding the ethics of data mining.
First, it is imperative, across all demographic segments that marketers make a deliberate a very clear effort to explain their opt-in and opt-out policies and also provides evidence that they do what they claim to in this area. The greatest challenge for the consumer is controlling their personal information online and ensuring it is well managed to their preferences (Pratt. Conger, 2009). Marketers who give consumer control over their data in this way will…… [Read More]
2008). Though this is not always the case, it provides a useful framework for examining how some companies use information successfully in influencing consumer choice, and how other companies are less effective in their efforts.
Coca-Cola has been one of the most successful marketers for its products that the world has ever seen. Presenting their product (with a much stronger formula) over a century ago as a beverage with medicinal qualities, the marketing and sales tactics of this company have adapted to the changing times over the past many decades with a great deal of success. An examination of some of the company's marketing techniques reveals why the company is so successful.
One of the biggest innovations consciously developed by the Coca-Cola company was the design of its contoured bottle, which set the soft drink immediately and distinctive apart from all of its competitors. This did not address the issue…… [Read More]
As Farrell (June 14, 2000) states: "The idea is to make milk the "cool" drink. The "mustache" still runs, with current stars such as Britney Spears." The success of such milk advertising to teens, it seems, represents an especially skillful endeavor, since milk is otherwise so much (and traditionally) associated with babyhood and early childhood, life stages (and self-images and reflections by others) that teens in particular generally yearn to leave far behind. Moreover, the considerable success of the "milk mustache" campaign proves very well the fact that just about anything can be successfully marketed to teens, as long as it is marketed to them with enough imagination, research, and skill (and with plenty of advertising dollars).
Some advertising for teens is also currently undergoing some interesting media changes, internationally. Within one global mega-conglomerate, Coca Cola, according to Foust (March 1, 2004):
Coke has diverted money into new initiatives that…… [Read More]
Consumer surplus can be defined as the difference between what the consumers are willing to pay for the consumption of a commodity and the actual price of that particular commodity. In any given market, there are acceptable prices for each and every item and the acceptable quantities. Consumers in certain situations tend to drive the price of the commodities high by creating the imprecation that they are willing to pay more above the competitive equilibrium. Traders have made use of this concept by either segmenting the markets in terms of the purchasing power and practice price discrimination where the consumers are charged differently. In a monopolistic market, the traders capitalize on reducing the consumer surplus to maximize their profits. For instance, consumers can be willing to pay $120 for a commodity valued at $100 thus the consumers surplus is $20 (Tajvan Pettinger, 2008).
Consumer surplus as a concept can be…… [Read More]
Consumer Buying Procsess
Buying Process Submit a 2-4-page paper written APA writing style. Using a specific product consumer, discuss a consumer identifies a purchase. Identify buying process a consumer moves order purchase a product.
The consumer buying process: Buying a car
Every purchase, no matter how mundane, initiates a series of mental steps called the 'consumer buying process.' Even when the consumer is not fully aware that the process has been activated, the various components of the decision-making are still unfolding. However, the length and intensity of the different steps will vary widely, depending on the nature of the purchase. While some products are relatively low-investment purchases, like buying a carton of milk, others are high-investment, like buying a new car.
The first step of the process is called 'problem recognition,' or recognizing that the consumer has a need. For some people, the sight of a new sports car whizzing…… [Read More]
Memo: Consumer Protection
In their article in the Harvard Business Review, Robinson, Viscusi & Zeckhauser (2016) argue that consumer warning labels are not effective. They resoundingly assert that the labels do not communicate adequate information for consumers, especially in terms of benefits and risks. Essentially, the current labeling system is miserably ineffective in differentiating between significant and insignificant risks, or between "wolves" and "puppies" as the authors put it. Most of the consumer warning labels place the same emphasis on both small and huge risks. Such a warning system, according to the authors of the article, is of little benefit to the consumer. In the long-term, consumers tend to disregard warnings as they come across considerably more insignificant risks (puppies) than significant risks (wolves). In other words, treating both minor and major risks with the same weight tends to increase consumers' skepticism about warnings, which may cause truly…… [Read More]
It is interesting that the decision immediately becomes part of the feedback for the next decision. For example, I was not terribly enamored with my older laptop, so that brand was ruled out fairly quickly in the process -- I simply did not feel right about buying that brand again when there are so many on the market. The new purchase immediately went into my memory so that the next time I purchase a laptop, a lot of the lessons I learned from this process and the analysis that I undertook will form the basis of the next laptop purchase decision-making process.
Headache remedies are a low involvement purchase. The EBM model encompasses a number of different factors that contribute to a purchase decision. Not all of these factors are used in the decision with respect to a headache remedy. There is a core alternative evaluation where I…… [Read More]
This study will incorporate consumer perceptions and attitude green products, green values, green label and green environment. Finally, it will provide insights on areas of green buying commitment and green purchasing intention (Biel, Hansson & Ma-rtensson, 2008).
Abele, E., Anderl, ., & Birkhofer, H. (2005). Environmentally-friendly product development: Methods and tools. London: Springer.
Ahvenainen, . (2003). Novel food packaging techniques. Boca aton, FL: CC Press
Biel, a., Hansson, B., & Ma-rtensson, M. (2008). Individual and structural determinants of environmental practice. Aldershot: Ashgate.
Charter, M. (2009). Greener marketing: A global perspective on greener marketing practice. Sheffield: Greenleaf.
Denison, E., & en, G.Y. (2007). Thinking green. Hove: oto Vision.
Farnworth, C., Jiggins, J., & Thomas, E.V. (2008). Creating food futures: Trade, ethics and the environment. Aldershot, England: Gower.
Grunert, K.G., Thogersen, J., & O-lander, F. (2005). Consumers, policy and the environment: A tribute to Folke O-lander. New York: Springer.
Hoyer, W.D.,…… [Read More]
Fast-food industry is the main factor. The hardest problem seems to be the adapting healthy menus in a fast-food restaurant.
According to a poll on www.vizu.comabout what drives the food decisions, from 2251 respondents, the consumers desires a nutritional quality of the food (39,7%), a good taste (21,7%), 8,2% buy the foods that make ends meet, 8,5% eat what's convenient, being pressed for time.
List of customer needs, desires and wants nutritional facts: the balanced content of proteins, fat and carbohydrates taste of the food: it is important to enjoy eating the food.
A low content in fat and sodium. The low fat and sodium food can reduce the weight. A model for this type of diet is that developed by Jared Fogle at Subway restaurant. The power of this example made possible sliming without devastating effects for the body.
A fresh ingredients in their food, like vegetables and salad.…… [Read More]
Consumers Buying Behavior
Consumer Buying Behavior
Marketing of Two Brands based on Consumer Buying Behavior Models
Marketing of Two Brands based on Consumer Buying Behavior Models
The report on Case
Hedonic Factor (Enjoyment)
Marketing of Two Brands based on Consumer Buying Behavior Models
Marketing is a very important component in today's business. And for this purpose the businesses need to know the buying behaviors of the consumers. Chandon, Morwitz and einartz (2005) defined purchase intentions as customers' intentions to purchase or repurchase. They showed that purchase intentions are spontaneously directed to purchase behavior. Current paper is a report on the marketing strategies of two brands; Visio television and an Adidas Micoach running pacer based on the consumer buying behavior models.
For the current assignment I have two products. One is a Visio television that I have selected for my son to…… [Read More]
Such customers are expected to be more influenced in purchasing more expensive organic products.
In the case of organic products, marketers have also focused on influencing the perceptions of consumers. Their objective is to determine consumers to perceive organic products of having higher quality and better effects in comparison with regular products. Their strategy was successful in the case of numerous customers. However, this situation can be attributed to several players. This situation is influenced by producers of organic products, by governments that have developed studies regarding the effects of organic products, and marketers that have developed strategies intended to determine such needs.
This objective was also reached by providing an increased level of information that is easy to access by customers. The purchase decision regarding organic products is usually based on higher involvement from the customer. This means that customers are highly motivated in finding information on these products,…… [Read More]
The supposed significance of the job can be serious to determine how much time and endeavors customers dedicate to search for information and evaluating options. People pay attention to information professed to be significant and applicable to them. Common cognitive restraints and dissimilarities in experience and situation pressurize decision making. Customers have confines on their capability to use information. These cognitive restrictions sway how customers look for the information, how they alter and use information to slender their alternatives and how they choose amongst the choices. Remembrance restraints such as influence both, information hunt and preservation. This recommends that information must be kept partial, should not entail multifaceted alterations and should be prearranged in linked components that can aid remembrance. People use fresh information inside the circumstance of their accessible idea. If they know nothing about a subject than the information might be unintelligible and discharged. If they hold mistaken…… [Read More]
The iPad is also differentiated with the screen technology, internal memory size and support for expanded Application Programmer Interface (API) calls so developers can create applications for it quickly. This has led to many news organizations creating iPad-specific applications to further promote their content, and also has led to many universities creating entire courses delivered on the iPad.
From a promotion standpoint, Apple excels at event marketing and the ability to manage multichannel marketing programs. The launch was coordinated across all Apple retail locations, which is how the company uses promotions and distribution to its advantage. Apple concentrates on promotions to drive traffic into their stores, in effect uniting these two areas of the marketing mix. Promotion is also heavily influenced by Steve Jobs, who heavily promote the iPad during the launch event in San Francisco. The iPad's promotional strategies also led to Apple creating entire segments of their stores…… [Read More]
From the author's analysis and historical narrative, it became apparent that food is also a commodity, not unlike manufactured objects or things sold and available commercially. Food is likened to a commodity because it is culture-specific and responsive to the economic state of societies at the time it became popular or highly patronized by the elite, the working class, and the peasants.
An interesting finding from Pilcher's investigation on the history of nouvelle cuisines is a detailed account of how popular food such as sushi and coffee became staples not only in Japan and Western countries, respectively, but also influenced the "landscape" that nouvelle cuisines currently dominate. Coffee and coffeehouses are examples of how a gastronomic product such as coffee became a 'commodity,' in the sense that it became a social habit that both elite and working classes cannot live without everyday (38). In the same vein, sushi became popular…… [Read More]
Scenario B -- the organizational staff member
4. Evaluate the factors that influence your selection of a package.
As an individual employee, impacted by the decision regarding the medical package, the staff member would be influenced by the following factors:
The extent of the medical coverage in order to reveal and assess its ability to serve the healthcare needs of the individual.
The costs involved by the coverage -- detailed throughout the following section.
The evolution of the current plan as opposed to the previous one. A negative evolution would traditionally trigger dissatisfaction, whereas a positive evolution would manifest as a motivational force.
The ability to actually influence the final decision regarding the healthcare plan. This factor is specifically important as it reveals the role of the individual in the decision making process. If the employee is listened and his opinions valued and integrated in the decision process, this is…… [Read More]
Closing the loan is also known as firm commitment, and involves the completion of all key paperwork within a designated time. A closing date is set, and the closing costs are established. hen the client pays the costs and completes the paperwork, the loan is closed.
The next step is to service the loan. Servicing refers to the management of the payments. The loan creates an obligation on the part of the borrower to make payments as specified in the agreement. The role of the bank is to ensure that those payments are received. Servicing may be contracted out to a secondary party. In the U.S. that might be Fannie Mae or Freddie Mac, who provide a secondary market for mortgages. In a servicing arrangement, the bank would collect the payments and remit most of this money to the secondary market investor. The bank would keep a portion of the…… [Read More]
Given the combination product features, pricing, and sometimes, as Leon mentions, positioning statements, businesses could determine which product features, price, and positioning statement consumers will prefer the most. Ultimately, the analysis would help businesses determine which set or combination is most preferred by consumers, and which set or combination will not work at all for them.
Leon presented his arguments in a two-fold manner: first, he discussed the issue of consumer choice using his marketing insight and by citing historical examples in marketing strategies of specific brands and products, and second, he further strengthened his arguments about consumer choices and their differences between consumer-to-business and business-to-business transactions through a scientific/statistical method called the conjoint analysis. And in both ways, I agreed with what Leon had explicated about free consumer choices.
Ultimately, Leon argued that "completely free choice" is not the ideal scenario in the consumer marketing industry, mainly because sometimes,…… [Read More]
In a report on recent research in this area, Hickman (2008) states that, "Although the public recycle newspapers and bottles, only one eighth of clothes are recycled through charity shops
About 70 per cent goes straight to landfill or incineration" (Hickman). This is telling example, of the way that Fast Fashion can affect the environment.
The fact that these fashions are relatively cheap means that they are more easily discarded that would be the case with more expensive garments. Furthermore, the finding that almost all discarded Fast Fashion is not ecologically processed in an environmentally friendly way is a central factor that will be explored in detail.
The same study by Hickman referred to above contributes to the overall picture of the potentially negative outcomes of Fast Fashion in countries like the United Kingdom. " aste volumes from the sector are high and growing in the UK with the advent…… [Read More]
Product use is usually a great interest to those in marketing, as this information can be used to best position a product for increased sales (Lars Perner, 2008). Using the Theory of Planned Behavior and the idea of perceived behavioral control, you can see how these advertisements hope to influence the consumers purchasing decisions. They are hoping that they will buy their product not based upon the idea of simply just buying the product, but the feelings that they will have about buying the product. They want the consumer to buy the product in order to have a nice smelling house. All three of these products have the same end result, a nice smelling house. It is the delivery of the nice smell that is different among each product.
The manufacture is counting on the fact that the consumer will buy the product because it will produce the end result…… [Read More]
Consumer Behavior -- Country of Origin Factors
The newcomer to marketing reality might suppose that consumers tend to be influenced by country of origin competitive advantage when it comes to buying particular luxury goods; in fact, our contemporary penchant for the very latest in gimmicks, as well as the current demand for swiftness of operation, disproves that theory. This is not to deny Marieke de Mooij's insistence that, if one realizes that people are different, then extensions reinforce those differences. Cultural values have been at the root of consumer behavior in the past, and in some domains, they remain so -- but not in all (p. 1).
esults of Experimental esearch
Students in my course, "Writing for the Markets of Tomorrow" at the university, had their preconceived notions turned upside down by a recent survey they took based on the shopping trends of tourists to Nassau Square in…… [Read More]
Consumer Behavior: Samsung Curved Smart TV Product
Samsung is regarded as one of the most innovative and successful companies in the Information Technology industry because of its production of high-quality technological products that are affordable to many customers across the globe, especially in developing countries. The company has achieved tremendous success through the production of diverse technological products based on market needs and consumer demand. As part of its objective of maintaining its dominance in the IT industry and market, the company launched curved smart TV product for its premium market. The introduction of this product was fueled by its innovative practices and goals as well as the steady growth of its premium market in various market segments across the globe. Moreover, the introduction of the new curved smart TV product by Samsung was driven by the current trend of curved televisions. The ability of Samsung to achieve its objective…… [Read More]
Consumer Learning and Product-Harm Crisis
Define a product-harm crisis
A product-harm crisis refers to a situation that can trigger serious damages to a company. A crisis can threaten an organization's system and cause drastic changes in a manner that that the firm's system operates. A crisis often has a disruptive impact on organizational, social, and environmental systems. In most cases, can lead to extensive damage accompanied by significant costs imposed upon the organization, individuals, and society. A succinct definition of a product harm crisis is best understood when the causative factors are identified as seen in this study. Besides comparing various studies on the phenomenon, the study offers recommendations on how the problem can be mitigated as it can severe the operations of even successful organizations.
For organizations, crises are higher consequences and lower probability events that can jeopardize the most important organizational objectives. However, the ability for an organization…… [Read More]
Through the use of better marketing strategies and advertisements that are appealing to the customer, the executives use stimuli to grab the attention of the customer ("Consumers Behavior," n.d.). In most cases, such kinds of efforts by the executives are usually vividly clear and identified by the customers. Furthermore, executives can make better marketing and advertising decisions by understanding that customers are sometimes influenced by indiscernible stimuli which is also known as subliminal message. This is regardless of the fact that a customer only pays attention to few of the stimuli that he/she comes into contact with and usually interprets the messages he/she can recall.
Secondly, perception is important to executives in making better marketing and advertising decisions since it helps in devising marketing strategies. Executives make better marketing and advertising decisions by the use of a perceptual map which helps them to identify the characteristics that customers associate with…… [Read More]
The belief that the determinants of social class are occupational prestige, income, and education is borne out by both a wide body of research as well as one's own personal experience. However, while I agree that these factors play an important, even primary, role in determining social class, I believe there are several other criteria that need to be taken into consideration to arrive at an in-depth understanding of the motivational drives within each social class. For instance, personality differences as well as racial and ethnic backgrounds can, and do, influence consumer buying behavior. Therefore, it follows that these variables can also effectively segment behavior within a social class. Indeed, the role played by personality differences, cultural and ethnic factors explain why marketers define target segments by both demographic and psychographic variables: "Social classes display distinct product and brand preferences in such areas as apparel, automobiles, home furnishings,…… [Read More]
Suppot fo global phones
Medium to High. Social events ae pevasive duing skiing season
Medium to High; on Tous thee is much planned out and taken cae of; a chance to enjoy the sites and visit histoic places
High fo shopaholics; boing fo anyone who doesn't enjoy this type of activity
Fom $2,000 to ove $10,000 pe peson
Less than $100 fo camping out in a tent to ove $2,000 fo a cabin ental
Fom $3,000 to ove $10,000 each depending on the package selected
$2,000 to $4,000 depending on the package selected
$650 to $1,000 fo high taffic aeas including London o Pais;
Fom $2,000 to ove $10,000 pe peson
A full week including flights up and back
Fom a weekend to ove a week
A minimum of a week o moe due to tavel
Fom one week to a month
Fom one week to a month…… [Read More]
Retrieved February 14, 2010 from http://www.forbes.com/2010/01/12/car-sales-geely-volvo-business-autos-china.html
ACNielson. (2007). 2007 key consumer and market trends. China Fast Forward. Retrieved February 13, 2010 from http://www.pdfone.com/view/14_keywordchinasconsumermarketopportunitiesandrisks/china-fast-forward-2007-key-consumer-and-market-trends.html
BERR. (2009). China and India: Opportunities and Challenges for UK Businesses. BERR Economics Paper No. 5. Retrieved February 13, 2010 from http://www.pdfone.com/view/19_keywordchinasconsumermarketopportunitiesandrisks/china-and-india-opportunities-and-challenges-for-uk-business.html
China-Britain Business Council. (2010). Opportunities for UK Businesses in China's Regional Cities. UK rade & Investment. Retrieved February 13, 2010 from http://www.pdfone.com/view/22_keywordchinasconsumermarketopportunitiesandrisks/opportunities-for-uk-businesses-in-china-s-regional-cities.html
Ebrahimi, Helia. (2008). Will pricelings save the west? Designer driven: China is soon expected to the world's biggest buyer of luxury goods. he Mail on Sunday. P. 62.
Foster, Sarah. (1997). Buying Irish: consumer nationalism in 18th-century Dublin. History oday. 47(6):44-49.
Hart, Leslie. (2009). he new reality of today's luxury market. Kitchen & Bath Design News. Retrieved February 14, 2010 from http://www.allbusiness.com/population-demographics/demographic-groups-wealthy-people/13302309-1.html
Ji, Richard & Meeker, Mary. (2005). Creating consumer value in digital China. China Internet. Morgan Stanley. Retrieved February 13, 2010 from…… [Read More]
Emotional Drivers Swarovski
The motives behind consumer decisions to purchase luxury brands like Swarovski have been studied in a number of researches. The general findings of these studies have been that these motives are largely emotional, and that they are evolving as the composition of the luxury market segment changes. De Mooij (2005) defines emotion as an "interaction between cognition and physiology." The characteristics of emotion that or of greater concern to luxury brand managers are that emotions are learned and that they vary from culture to culture.
The mode of expression of emotion also varies by culture. In capitalistic societies, consumption has evolved into a unique mode of expression of self-satisfaction, self-esteem and self-pleasures. These buying motives shape the perceptions of various brands among consumers, along with brand loyalty and brand image. De Mooij (2005, p. 116) explains luxury brand buying motives in terms of collectivism/individualism and masculinity/feminism. Conformance…… [Read More]
hat types of sports events do they go to? Are they eb savvy? Are they frequent fliers? Once you develop that kind of intimate understanding of your shoppers, you can truly begin to cultivate their loyalties" (Pedersen 1999:1).
On one hand, this may make consumers uncomfortable -- but it may also mean that when a supermarket chain discovers that the majority of its customers have young children, the chain may include a new line of baby care supplies or discounted coupons on diapers bought in bulk. If a credit card company discovers that the majority of its users are not frequent fliers, it may create a new rewards points program that offers different promotional strategies than mere upgrades to first class.
Take for example a promotional strategy whereby Coca-Cola "joined forces with Random House to offer sample chapters of unpublished novels in cases of Diet Coke. The idea was hatched…… [Read More]
The success or failure of an organization unreservedly depends upon the behavior of consumers towards its products or services (Kotler, 2010). Consumers have now become more knowledgeable and conscious towards choosing and consuming products. They do not just buy a product; but make a relationship with that brand and the manufacturer of that product (Oliver, 1999). This relationship reflects their consumption patterns and brand preference. This is the fact which business organizations must recognize about consumer behavior (Farley, 1964). To stumble upon this consumer behavior, organizations use different marketing and promotional strategies to stay competitive within their respective industries. In this way, they explore what is their potential target market and what they can do to meet these consumption demands (Kotler, Brown, Burton, Deans, & Armstrong, 2010).
The purpose of this paper is to analyze the behavior of consumers towards the products offered by one of the…… [Read More]
Australian Consumer Law (ACL) is a broad-based law the impacts both businesses and consumers. The ACL represents a unified codification of a variety of prior product liability laws. In fact, one of its main benefits is that the law is applicable throughout Australia. Another major component of the law is that it imposes a strict liability standard on manufacturers and suppliers of goods, which was not a uniform standard prior to the introduction of this law. This is a relatively new law; the need for it was identified in 2009 after a Productivity Commission reviewed existing consumer protection laws and found glaring inconsistencies, which made it difficult, if not impossible, to enforce those laws that did exist.
Perhaps the greatest change to the law is that the ACL is now a strict liability law. Strict liability "means that a breach may be committed without negligence" (The FindLaw Team, 2012). In…… [Read More]
marketing managers understand consumer behavior?
It is essential for marketing managers to understand two critical elements: why consumers purchase the products they do and how exactly consumers intend to use those products. In general, the consumer decision-making process can be summed up as follows: need recognition; followed by information searching (otherwise known as research, such as combing reviews online or reading Consumer Reports); an evaluation of alternatives (formally or informally through vehicles such as a cost-benefit analysis); followed by the actual purchase, and finally the post-purchase behavior whereby the consumer evaluates the decision.
All purchases are motivated to some degree by need recognition. Needs recognition reflects the consumer's acknowledged state of imbalance between an actual and desired state. While this recognition may be consumer-driven and relatively internal (for example, a consumer with a cold deciding he or she needs to purchase tissues because he or she has 'run out') marketers…… [Read More]
brands consumers, roles brands play, views customers brands developed marketing -marketing influences. The background readings module introduces ways analyzing products brands case reading relates a study relationship consumers brands.
I am what I wear and what I drive:
Having a relationship with Manolo Blahnik shoes and the Prius
'I am what I buy.' According to Susan Fournier, consumers have relationships with brands much in the same way they have relationships with human beings. Brands become a form of identity, much like hanging out in a certain clique of friends defines one's sense of 'self.' Brands define our economic class, social status, and life state based upon their name and associations. The ethos of a brand transcends the functionality of the product. Marketers position brands to be attractive to certain types of consumers and consumers eagerly embrace such positioning and use it as a method of self-definition.
The shoe brand Manolo…… [Read More]
What Does the Modern Hospitality Consumer Want?
Technological advances over the past decade have had a big impact on business in the hospitality industry. A more global economy and the increasing prominence of the Internet as a business tool have fueled the trend towards commoditisation in virtually every industry. This had led to a decline in prices in many goods and services, with a similar decline in profit margins. The modern hospitality consumer has rebelled against this trend by increasingly demanding an experience as a fundamental part of the transaction.
In many industries, the rise to prominence of information technology has facilitated this trend toward commodisation. This refers to an increasing similarity in goods provided that are selected by the consumer based on value for money. "Differentiation disappears, margins fall through the floor, and customers buy solely on the basis of price, price, price." (Pine & Gilmore, 1999).…… [Read More]
The power of suppliers is weak to moderate, but the power of buyers is high. There are no switching costs and the products have only limited differentiation. The Hummer has more differentiation than most of its competitors, but this does not lessen the impact of their intense competitive environment. Compounding the issue are signs that the SUV market is beginning to enter into the decline stage of the product life cycle. Firms with sunk costs will attempt to recoup those costs by increasing the intensity of competition. As a result, there will be downward pressures on prices and increased competition from other vehicle segments as companies attempt to entice former SUV customers to alternate products.
C. Marketing Strategy
Target Market. In terms of demographics, the current target market for Hummers is the middle-aged white male. This customer will have a higher than average income and from that it can be…… [Read More]
ALDO SHOES' SOCIAL MEDIA STATEGY
Business Communication Class
Analysis of the ALDO Shoes' Social Media Strategy
However, as Douglas Bensadoun, VP marketing and creative director has been quoted as saying, "fashion retailing is relentless, it's a beast that needs to constantly be fed" (Surridge, 2012). esearch has identified many of the current best practices and innovative strategies that are being used in the industry and compiled the top three social media focal points that are suggest over the coming year. These mediums include:
ALDO SHOES' SOCIAL MEDIA PLATTEFOM ANALYSIS
Fashion on Social Media
#1 -- Facebook
#2 -- eddit
#3 -- Pinterest
LIST OF FIGUES
Figure 1 - Aldo's Official Social Media Channels (Aldo, N.d.)
Figure 2 - Social Media Traffic Statistics for Top Fashion Brands (Boland, 2015)
Figure 3 - Boland (2015) esearch Findings
Figure 4 - Burberry Social Media Ad (Sharma, 2015)…… [Read More]
Strategy Document for TV Company
Digital terrestrial television (DTT), which utilizes the analog infrastructure of traditional broadcast television to provide viewers with digital programming, is a land-based open platform with a strong enough signal to reach hundreds of millions without the need for a satellite dish or cable lines.
We have just commenced operations with our new channel, ONYX TV, on the DTT platform with a national license from the Nigerian Broadcasting Commission. We are broadcasting first in Abuja, the capital of Nigeria, and will roll out services nationwide over the next 12 months.
While EbonyLife TV is a premium channel, Onyx TV will cater to the mass market and offer a unique proposition as 'the channel that gives you more for less'. With ONYX TV, viewers can enjoy an exciting new channel that brings them entertaining and exciting Nigerian programming, including Talk, Drama, Comedy, Fashion, Lifestyle, Reality and…… [Read More]
E-Commerce Vape Shop
Vape Shop Online is an e-commerce business that specializes in marketing and distributing vaping technology supplies, such as vaporizers and e-liquids. It is supported by brick and mortar kiosks across the country and currently has 100 of these in operation.
Vape Shop Online is situated to capture a significant portion of the online market by marketing itself through its kiosks and by using big data/relational database systems and techniques that can be used to gather information about web users (Wambler, 2015). This information will be used to assess whether Vape Shop Online wants to focus on cost leadership or on differential marketing, though at the outset the e-commerce business will focus on cost leadership and utilize its leverage as a brick and mortar business to offset costs (Thakur, 2014).
eview overall market / complete vertical analysis
The overall market provides plenty of competition…… [Read More]
8%) and all were s-commerce users. 58.2% were Korean natives, 14.6% were Chinese and 10.8% were American. 9.7% were European and 6.7% were Japanese. The majority used s-commerce to purchase tickets for entertainment (44.5%) and 67% had been using s-commerce for more than two years.
The study shows that transaction safety (.480) and reputation (.450) both at the .01 level of significance, most contribute to trust in an s-commerce platform. The combination of all seven factors explains .784 of all variation in the sample with regard to trust in s-commerce. This is statistically significant at the .05 level of confidence and shows that purchase intentions can be explained by the seven-factor model the researchers created (Kim, Park, 2013). The model of s-commerce security and reliability therefore is statistically sound and applies to the South Korean social e-commerce industry. Study limitation include the lack of cross-sectional design definition and the development…… [Read More]
consumers' connectivity with the brands that has changed to fundamentally new ways in the today's time. The paper has discussed how the new and digital age has created an impact on the perceptions of the consumers due to which their ways of connecting to the brand has changed as the world has penetrated into the epoch of technological advancements. How the new media is playing an important role for the marketers and brand in connecting to the customers has been under discussion.
Consumer elationship with Brand
Brands are considerably one of the vital and imperative assets for the companies and business, and the brand management is one of the core areas of focus for the marketers. In order to manage the brand carefully and vigilantly, marketers have to largely focus on creating a large and a loyal customer database. However, the changes in the technology and media have provided with…… [Read More]
Jenny Craig stresses its ease of fitting into a busy lifestyle, as the food is pre-prepared, and also its healthful balance. It is not low-carb and does it entirely cut out sweets and indulgent foods -- portion control is important in the program, as it is for Lean Cuisine. It also offers counseling for women about emotional over-eating. Learning how not to over-eat for comfort, not conforming to an ideal of past, youthful beauty, is the focus of Jenny Craig. It is thus a plan that addresses the needs and concerns of a woman who basically accepts herself, but wants to abandon some of her more unhealthy eating habits.
One of the unique facets of the Atkins diet promotional campaign is that it does not only feature women. This may sound unremarkable, but given that the major diet retailers usually use women, who are presumably more weight-conscious than…… [Read More]
Even if quality and speed is improved, it does not say how storing consumer information supports this, or offers any substantiated data to back up its claim. The Forrester esearch quote merely supports the idea that accumulating consumer data is useful to marketers, an idea that no one would deny, and the added speed conveyed by an effective data seems to only be the added speed that marketers are able to accumulate data and use it to their advantage.
Of course tracking consumer information helps marketers. Why else would marketers spend so much time and money creating databases of consumer information, if this information was not helpful? The question asked by the essay is if this accumulation of data is also helpful to consumers, and equally helpful to consumers a question it does not answer. Also great deal of the article revolves around the discussion of the value for the…… [Read More]
Consumer Behavior Models:
Decision making model, Maslow's hierarchy of needs, Freudian Theory, Non- Freudian theory, trait theory, learning process models
Do consumers mainly use logical or emotional thinking when making decisions? This is the essential problem with which all marketers must grapple. Some models of consumer behavior, such as the seven-step decision model, suggest that consumers make decisions very logically, carefully weighing the pros and cons. Others suggest that when consumers make decisions about purchases, they do so in an instinctual fashion, based upon emotions.
The seven-step decision model suggests that people make decisions by first identifying the exact nature of the decision (like buying a new pair of sneakers); assessing personal priorities (such as fashion vs. functionality); identifying their options (Nike vs. New Balance); gathering information and data (talking to someone at a running store or simply talking to their friends); evaluating their options; selecting the best option; and…… [Read More]
1. Propose a type of message appeal to be used in the advertising, making sure to explain the rationale behind the appeal
Advertising message appeals purpose to impact the manner in which consumers perceive themselves and how purchasing particular products can end up being advantageous to them. The message communicated through advertising appeals impacts the buying decisions and patterns of consumers. The type of message appeal to be used in the advertising is the masculine/feminine appeal. This appeal is deemed to be the most ideal for the reason that it seeks particularly to depict the ideal male or female to consumers who aspire to attain society’s and their individual ideal view of being a man or woman. Secondly, this appeal is particularly common when the product being sold, such as this one is purposed to either men or women. In addition, more often than not, this appeal has a tendency…… [Read More]
consumer behavior models: decision making model, Maslow's hierarchy, Freudian Theory, Non- Freudian theory, Trait theory, learning process.
eflect individually on how your understanding and interpretation of the consumer decision-making process might influence your thinking when applying marketing principles in future business roles.
According to Maslow's hierarchy of needs, all human beings are driven to fulfill certain needs and desires, but some needs are perceived as having priority over other needs. Until basic needs such as food and shelter are met, the individual cannot think about higher-level needs like social approval and self-actualization (Simmons et al. 1997). When consumers are making choices about what to buy and what not to buy, Maslow's hierarchy often seems to be operating in a clear and logical fashion. During a recession, most consumers cut back on luxury items designed to impress others, like restaurant meals and name-brand clothing. Consumers who are struggling with their budget…… [Read More]
e. questionnaires and interview questions) in a manner that allows the researcher to explore specific areas of interest. For example, if the researcher wants to know what aspects of their products or services are most valuable to consumers, the survey instruments can focus on comparisons of value perception or ask consumers directly which variables are more important to them than others (Belch & Belch, 2006). Likewise, if market researchers want to know how important their corporate reputation or values are to consumer choice, they can ask specific questions about those issues. Finally, market researchers can also use survey-based research to determine how effective or ineffective their advertising and promotional efforts are (Gerrig & Zimbardo, 2008).
Domtar Marketing Efforts
The Domtar Corporation is a good example of multi-level marketing. Its corporate websites present various different web pages, some of which are intended for consumption by an adult audience and others that…… [Read More]
consumer demand as one of the essentials of economics. Shiller's explanation of consumer demand is centered on providing reasons for the tendency of demand curves to flow downward, explaining price elasticity of demand measures, and showing the relationship between price, price elasticity, and total revenue. The other aspects, which form the learning objectives of the chapter, are factors affecting price elasticity and the impact of advertising on consumer demand.
The study of consumer demand begins with an observation and analysis of patterns of consumption based on how consumers spend their earnings. Based on the findings of the author's analysis, nearly 50% of all consumers spending are directed toward food and shelter. In addition, a typical household budget includes housing, health, and transportation expenses. However, consumers tend to change their spending behaviors and habits on occasion due to various factors such as recession and changes in income and prices. Consumer behavior…… [Read More]
Detergents are a necessity for all of us and we will purchase them often without much consideration to brand or other characteristics beside the quality / price report. Detergent commercials have most often made me laugh not because they were funny, but because they were rather silly, to say the least. A latest commercial I saw of Ariel presented the owner or manager of a catering business who wanted to reduce costs and so switched to a cheaper washing product. But the cloths were not clean and had to be washed again; as such no economy was made and she decided to return to Ariel. I personally am an Ariel consumer and I will continue to be, and not because of the commercial, but because I like the product's quality. However, in the commercial, I see that the company has recognized the high price of their product relative to other…… [Read More]
Fo instance, appoximately 33 pe cent of Thailand's wate souces ae categoized as having poo quality and the phenomenon is consideed a seious envionment poblem. Moeove, Thailand is anked among the last Asian counties based on amounts of fesh wate available pe capita (WWF, 2010).
In this context, the Thai govenment and the Thai people have commenced to pay moe attention to the effect of the envionmental poblems, as well as to the adjacent economics of the poblem. People make an effot to buy poducts which ae envionmentally hamless and, though them, to minimize the negative envionmental implications of consumption. A fist effot in this diection was the intoduction of the Thai Geen Label Scheme in 1993 and its fomal launch one yea late (Geen Label Thailand, 2010). In shot, the scheme suppots the development of the geen poducts secto by intoducing infomation fo consumes and standads fo businesses. Moe…… [Read More]
There are a number of environmental factors that go into the decision of not only what wireless provider a customer uses, but what type of plan they will buy. The major external factor is the technology at the heart of wireless. apid new product cycles are driving wireless sales, and they can also encourage consumers to buy for specific time frames. Further, the development of technology is such that it will dictate the data needs in particular of customers -- the smartphone has created a tremendous shift in demand for wireless companies. The regulatory environment is also a factor. Telecommunications is heavily regulated, and this will dictate things like the packages and pricing, bandwidth availability and mergers, all factors that contribute to the ways that the company can package products for consumers and influence their decision-making.
Consumers are also influenced by their friends and their families.…… [Read More]
What needs to happen is that economic stimulus aimed at savings and investment, not necessarily nationalization of financial institutions, needs to occur. There is a difference, and with nationalization there is the assumption of risk by a government which will naturally be one of the most risk-averse, and therefore unable to capitalize on economic growth mindsets there are. A financial strategy of seeking to infuse greater levels of trust in financial institutions by tighter regulations on them and the development of programs to get the most critical of resources, oil and gas, free form inflation, is essential for a recession to not be prolonged due to inflation. Stabilizing these two factors, GNP and controlling inflation, are what can restore trust in an economy and help it to turn around. There are no quick fixes to a recession, rather the gradual spiral that creates one need to be used to get…… [Read More]
complexities of doing business in our virtual age, looking in particular at e-commerce but also asking how the presence of e-commerce on the market has affected traditional businesses as well. Once upon a time - that golden age - things were simple. You decided you wanted to grow up to be a bookstore owner. Or a hardware store manager. Or a florist. So you leased a store, bought some books, and lovingly hand-sold them to each customer who flocked to your door and then went home at night to count your money.
Of course, owning a bookstore or a hardware store or a flower shop was actually never that simple. But the picture now is even more complicated as virtual stores have entered the picture. Part of what makes engaging in e-commerce so difficult is that there are no paths that others have trod before one. And the costs of…… [Read More]
Consumers have the right to determine if the drugs are safe, which they often do because regulations in Canada pertaining to safety and drug tampering are just as strict as similar rules in the U.S. All 18 Canadian sites investigated by the General Accounting Office, wrote the journal Community Action in 2004, required consumers to supply a physician-written prescription before filling orders. That was the case for five of 29 U.S. pharmacies; no other foreign pharmacies did. Thus, consumers have the right to choice, and to find the best bargain, just as they might in any other commodity. (Bast, 2005) Viewed as such, importation is just another form of free trade and a "beneficial outcome of changing technology, free trade, and globalization. Free trade benefits everyone, and governments ought not cave in to special pleading by interest groups seeking to avoid competition or limit consumer choice."(Bast, 2004) Opponents counter that…… [Read More]
social media of hotel industy influence consume puchasing behavio 24/09/2015
Pominent examples of social media
Business Use of Social Media
Social media and consume puchasing
Role of Social media in Advetising and Maketing
Social Media Maketing
Evidence of impotance of Social Media Maketing
Impact of Social Media Maketing on Consume Puchasing Behavio
The Heding Effect
Theoy of Social Impact
Social Media Influence Factos on Consumes
Social Media in the Hotel Industy
Social media and Thailand Hotels
Appoaches to Methodology
Outline of eseach Method
Sample selection and Size
Obstacles in Reseach
: Data Analysis
: Ethical Consideations in Reseach
: Limitations of the study
Results and Analysis
: Results fom Suvey of Hotel subscibes
: Results fom Suvey of Hotel Maketing Officials
Infeence fom the Analysis
Social Media Factos Affecting Custome Puchasing Behavio 39
5.2: Recommendations fo Manages fo Use of Social Media 40
Chapte 1: Intoduction…… [Read More]
1. Consumers are taking control of brands more than ever before
a. The power of social media to make the voice of the customer heard throughout entire industries is revolutionizing marketing as a result
2. Social media is now the foundation for customer referral systems and reputation management systems
a. Trust is the central chord or reference point -- people trust others like them more than they trust what a company says about a product or service
3. Social media is forcing marketers to be transformational in their skill sets
a. Must now build a conversation with a customer than just talk at them
b. Hype is dead and it is place is the ability to be continually relevant to customers' needs
c. Personalized one-on-one collaboration and communication over mass production of media
4. equires customers to anticipate and respond to customer needs and requests
a. Analytics…… [Read More]