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Consumer Behavior Essays (Examples)

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Consumer Behavior: Purchasing Local Baby Food vs. International Baby Food (in Ethiopia)

Companies that manufacture and/or market baby formula employ various conventional and modern (i.e., web-based) media for advertising their products and capturing a large target audience. Studies indicate that the ability of market buyers to learn and remember specific brand names and keep them at the "top of their minds" results from advertising's effects, which can't be controlled by companies, particularly in case of media like television (Mazis & aymand, 2007). Okazaki, Nishiyama and Katsukura 2007 report that positive brand image influences consumer trust. Furthermore, Ajzen and Fishbein (1975) write that the presence of a positive attitude in connection with a product/brand in consumers helps reinforce their purchase intention. Still, empirical studies also reveal that many buyers doubt the claims made concerning products in their advertisements. Consumers are aware of the fact that the aim of advertisements is persuasion,…

References

Fishbein, M. & Ajzen, I. (1975). Belief, Attitude, Intention and Behaviour, Addison-Wesley, Reading, MA.

Fournier, S. (1998). Consumers and their brands: developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-73.

Mazis, M. B. & Raymond, M. A. (2007). Consumer perceptions of health claims in advertisements and on food labels. The Journal of Consumer Affairs, 31(1), 10-26.

Moorman, C. (1996). A Quasi-Experiment to Assess the Consumer and Informational Determinants of Nutrition Information Processing Activities: The Case of the Nutrition Labeling and Education Act. Journal of Public Policy & Marketing, 15, 28-44.