Consumer Behaviour Notes - 4748 Words

Chapter 1 Read pages 4 – 6 and 22 for digital revolution Consumer behaviour is defined as the behaviour that consumers undertake in seeking, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their personal needs. Personal and organisational consumers (page 9) The personal consumer buys good and services for his or her own use, for use by the whole household, for another member of the household or as a gift for a friend. In all these contexts, the goods are bought for final use by individuals, who are referred to as ‘end users’ or ‘ultimate consumers’. The organisational consumer includes profit and non-profit businesses, public sector agencies and institutions, all of which buy products,†¦show more content†¦Targeting is selecting one or more of the segments identified for the company to pursue. Positioning is developing a distinct image for the product or service in the mind of the consumer, an image that will differentiate the offering from competing ones and squarely communicate to consumers that the particular product or service will fulfil their needs better than competing brands. Chapter 2 Mass marketing is offering the same product and marketing mix to all consumers. Repositioning is accomplished by changing the promotional appeal, the distribution strategy or the price, based on the characteristics of a new segment or changing characteristics of the existing segment. Bases for segmentation page 35 onwards The first step in developing a segmentation strategy is to select the most appropriate base(s) on which to segment the market. Geographic segmentation – the market is divided by location (state, region, location, housing density, and climate). Demographic segmentation – refers to the identifiable and measureable statistics of a population (age, sex, marital status, income, occupation and education). Demographic information is often the most accessible and cost-effective way of identifying a target market. Demographic doesn’t define why. Psychological segmentation – focuses on the inner or psychological characteristics of consumers. It refers to intrinsic qualities of the individual consumer, and such consumerShow MoreRelatedExecutive Summary Example836 Words   |  4 Pagesconditions data limitations as not enough information is provided or enough detail i.e. monthly details not known results are based on past performances not present | subject matter methods of analysis Findings Conclusions Recommendations (note that conclusions and recommendations can be bulleted) Limitations of the report. | Excerpt from Woodward-Kron, R. (1997) Writing in Commerce: a guide to assist Commerce students with assignment writing, (Revised edition), Centre for the AdvancementRead MoreCustomer Is Not Always Right13057 Words   |  53 Pageswaited on quickly, quietly and efficiently, and most of the time customers are thought to be always right. In this study, there is a lot of important contribution to be given in understanding that there are â€Å"Dysfunctional Customers†, and that their behaviours have serious consequences. Some customers seem to believe they are right, even when they are wrong, and sometimes they do not realize that the intention of the server is to help them the best way he/she can. Dealing with the customers is the numberRead MoreHow Technology Affects Consumer Behaviour?14761 Words   |  60 Pages1822-6515ISSN 1822-6515 EKONOMIKA IR VADYBA: 2009. 14ECONOMICS amp; MANAGEMENT: 2009. 14 IMPACT OF TECHNOLOGY ADOPTION ON CONSUMER BEHAVIOUR Elina Gaile-Sarkane Riga T echnical University, Latvia, elina.gaile-sarkane@rtu.lv Abstract Fast development of equipment and technologies, economic globalization and many other external circumstances stimulate the changes in consumer behavior. Usually consumer behavior has drawn upon theories developed in related fields of study of human behavior such as psychology, sociologyRead MoreTourism Research Topics2874 Words   |  12 Pagesinfluences the approach-avoidance behavior through intervening variables. These intervening variables are emotional response, cognitive response and physiological response. Several studies have been conducted examining the influence of store atmosphere on consumer inferences. Baker et al. (1994) studied the relationship between store atmosphere and the perception of merchandise quality and between store atmosphere and the perception of service quality. Ambient factors and social factors emerged as importantRead MoreThe Fragance Market and Perfume Industry792 Words   |  3 Pagesstate, the behaviour of consumers and governmental issues revolv ing around the perfume industry. In spite of the slow recovery from the 2008 recession, market value of fragrances have increased 25.6% over the last 5 years (Key Note, 2013, pp. 15). The buying power of consumers and household disposable income is strengthening in the UK, even though unemployment rates and inflation are rising. Many would assume the financial condition of the macro-environment would result in consumers cutting spendingRead MoreEthical Consumerism Of Fast Fashion1750 Words   |  7 Pagesof research that investigate intention and the actual behavior of ethical minded consumers (Carrington et al. 2010; Beard 2008; Brandstà ¤tter et al. 2006; Kim et al. 2013) but not much has been done on ethical consumerism including the driving forces behind consumer behavior in in fast fashion industry. Data for the study was collecting through three focus groups which provided key information on consumer behaviour relating to the garment industry, and in particular â€Å"Fast Fashion. The major findingRead MoreThe Ground For Low Brand Trust Essay1518 Words   |  7 Pagesis the willingness of the average consumer to rely on the ability of the brand to perform its function stated, as defined by Chaudire and Holbrook (2001, p. 82) as cited in (accuracy, 2015). This essay follows Lohmann’s (1979) sociological theory of trust, which views trust as a function of experience and high perceived risk. As cited in (Yannopoulou, Koronis, and Elliott, 2011). Brand trust its self can be described simply as a promise in which the consumers choose to trust, and that makes theRead MoreThe Relationship Between Advertising Models And Consumer Behaviour996 Words   |  4 PagesThe relationship between advertising models and consumer behaviour has been studied via two main techniques: qua ntitative techniques, which employ and seek to develop mathematical models of consumer behaviour, and qualitative techniques using a variety of techniques derived from the psychological and social sciences. The stimulus-response model (Figure 1) (Kotler, 2008) explains how consumers respond the marketing efforts and other stimuli. For the reason that companies use various marketing activitiesRead MoreConsumer Behavior Aspects of Ahmad Tea673 Words   |  3 Pageswill focus on the consumer behaviour aspects of the Ahmad business. Consumer behavior describes how consumers react to brands and specific marketing tactics. In the tea industry, consumers tend to be regular consumers and have high brand loyalty. There are a number of individual buyer factors that will be discussed in this paper. Internal influences on buyer behaviour Internal factors refer to the consumers ability to benefit from the product (Callahan, 2012). The consumer of tea seeks relaxationRead More2.7 Summary It would appear that fast fashion has had a detrimental effect on the role of the self1200 Words   |  5 Pageslessened consumers’ levels of attachment to items; this will be a point of research within this dissertation as convincing consumers to value their clothing would be the initial stage in adapting disposal behaviours. Consumer attitudes towards disposal are currently mostly divided between sending items to landfill or to the charity shop, these methods appear to have been chosen mostly out of convenience, (Birtwistle and Moore 2007) therefore the next stage to alter consumer behaviours would be to