Consumer Essays Samples That Help You Write Better, Faster & with Gusto

The Process from Consumer Need to Purchase Behavior

Purchases made by a consumer are a part of a complex process of making decisions. The process stems from the consumer’s creations for any decision he or she makes to buy a commodity. There are events that characterize the process prior to and after the actual purchase. The following stages explain the steps involved in the process from the consumer need to purchase behavior:
1. Recognition of the Need or Problem
The identification of the need is the initial process in the process of purchasing. If the consumer does not have a need, then the purchase will be Continue reading...

Dating back to the 1980s, applications of the now well-known marketing mix have seen huge success and several milestones have been achieved. However, as pointed out by Belohlavek (2008), the marketing mix very often targeted marketing efforts on a hypothetical client rather than on a real one. In other words, the marketing mix was the perfect fit in a product-oriented society; today’s market-oriented societies demand a new effort.
This paper aims to evaluate the usefulness of the famed Marketing Mix approach in the rapidly evolving markets of today. Agreeing with the evaluations of Constantinides (2006), it is revealed Continue reading...

Consumer Judgments’ Of Authenticity

Introduction
Credibility and authenticity are amongst the top five characteristics to look for in brands for billions of people all over the world. Every consumer wants open and clear communication from brands about how products are produced and created, however, only a few consumers feel that brands are accomplished in this area. The need for directness and authenticity from brands can be put side by side alongside other research, finding that people’s confidence in huge corporations is decreasing, and advertising agencies ail from declined honesty ratings. Due to such occurrences, the lack of confidence consumers tends to major Continue reading...

The Effects of Negative Word of Mouth towards Consumer Purchase Decision

In the words of McKenna; “Forget about market surveys and analyst reports. Word of mouth is probably the most powerful form of communication in the business world. It can either hurt a company’s reputation, or give it a boost in the market” (McKenna). The effect of negative word of mouth towards consumer purchase decision assumes significance in the context of how consumers react to word-of-mouth communication when deciding on buying something. While numerous researchers have studied the effect of word-of-mouth on consumer behaviour, there are still some contradictions on how negative word-of-mouth has on consumer’s purchasing behavior. Continue reading...

Consumer purchase behavior is a stepwise process. The process may not be the same in all cases, a reason for existence of the different product purchase process models. However, there are some unique common features in the buying behavior and purchase process. One product purchase process model is the Stimulus-Response model (SR MODEL). The SR MODEL can be applied in the purchase of Apple Ipad. The model is primed on four interactive buying components while the central factors are identified as the consumer characteristics and buying decision process (Middelton 1994, 104). The model splits a product buying motivator and Continue reading...

Introduction

Priceline.com is a company that was founded in 1997 and specializing in assisting its customers to obtain discounts for travel and hotel related purchases. The company over the years has grown to achieve a strategic competitive position in the market. The market in which priceline.com operates is very competitive. The market draws competition from traditional and online sellers of the services that the company offers. Even with competition, the company has managed to compete favorably. This paper seeks to discuss the market in which the company operates, the marketing strategy put in place and the impact marketing strategies have Continue reading...

Institutional Afiliation

Who is chiefly responsible for meaning in the communication arts the author or the viewer/consumer?
Consumer goods have a relevance that exceeds their functional nature and commercial worth. The importance lies widely in the consumer goods ability to convey and converse cultural meaning. Cultural meaning varies constantly between various geographical positions in the social world aided by the individual efforts of producers, designers, advertisers, and consumers. Moreover, different professionals may have different definitions though they are all pegged on the same principle. There is a long-established course in the way cultural meaning is borrowed from a culturally constituted world Continue reading...

There are five stages in consumer decision process; they are as follows. Need recognition/Problem recognition, Information search, Alternative evaluation, Purchase decision, Post-purchase Behavior .
Consumer recognizes his/her need through various ways they include; advertising campaigns, Physical factors e.g. need for umbrella during rainy season, A person’s self-image will also tend to influence what he or she will buy a CEO of a company tends to buy expensive phones to maintain image of success.  Social factors also influence what the consumers buy; teenagers tend to buy what they see in their role models. Consumer need is also influenced by learning; Continue reading...

Introduction

The world today is impregnated with a swarm of images and advertising strategies which have one basic behind them all – postmodern aspects of marketing. As the name suggests, postmodernism is simply a state that comes post modernism – it is a state where past understanding of humans have been discarded and a state of enlightenment with respect to brands and product consumption is felt. The term postmodernism can be defined in several ways. There is no one definition for postmodernism. However, as Jameson (1983) best defines it, a postmodernist society can be identified as a consumer society which is lined Continue reading...

The consumer of modern day is highly knowledgeable and has a good clarity on his needs. The penetration of internet and its applications like social media has had insightful impact on the buying behavior of the modern day consumer. He is equipped with the ways and means of gathering information about new products, concepts and comparing similar products before choosing the best fit option. Compared to the generation a decade back, the modern day consumer knows what exactly he wants. Product development companies are well aware of this and the consumer has become an integral part of the overall Continue reading...

Executive Summary

The objective of this report is to pursue an exploration of the pricing principle of consumers’ physical handling of goods and products, as an inducement to buy more or pay more at the counter. At the outset, it is imperative to note and understand that there needs to be additional literature and research on the matter. What has complicated the scenario is the factor of digitalization of consumer behavior, despite clues that people actually prefer to shop in-person. Bushong et al. (2010) in their food product experimental study found that their subjects were willing to pay more, when confronted Continue reading...

After the Great Recession in the late 2010's, there were few rules and most people relied on the big banks. The Dodd- Frank Act was formed during this time, and its main purpose was to deduct the federal dependence on these banks my giving them rules that were to be adhered to. This meant that they were going to no longer going to use the big banks. The Dodd-Frank Act was able to create Financial Stability Oversight Council (FSOC) whose role was to address the challenges facing the banking industry and curb another recession (Thomson 2013). Thomson (2013) further Continue reading...

PLACE MARKING RUBRIC HERE

Opportunity Analysis for
XXXXX
MKT103 – Introduction to Marketing

Executive Summary 5

Introduction and Company Background 8
Introduction 8
Company Background 8
Company overview 8
Situation Analysis 10
Market Analysis 10
Macro Environment Analysis 11
Political Analysis 11
Economic Analysis 11
Social Analysis 12
Technological Analysis 12
Legal Analysis 13
Micro Environment Analysis 13
Company Analysis 13
Competitor Analysis 14
Competitive market Summary 15
Consumer Analysis 16
SWOT Analysis 17
Objectives 17
Marketing Objectives 17
Target Market & Positioning 18
Selection of Target Market 18
Positioning Strategy 18
Positioning Attributes 18
Perceptual Map/s 19
Conclusions and Recommendations 20

Reference List 22

Executive Summary
The primary objective of Continue reading...

Consumer culture and advertising enable historians to understand what the lives of middle-class Americans were like, as material culture reflects how advertisers and tailors appealed to the emotions of consumers. Advertisements shed light not only on salient attitudes towards the consumption of clothing but also on the psychological processes and experiences of selling clothing to a mass consumer society. By closely analyzing advertisements, historians can better understand how the interests, habits and tastes have shifted due to epochal contingencies. Advertisers appeal to the salient emotions of the American middle class to subliminally proffer an argument that is rhetorical in Continue reading...

1. Promotional Strategy
This section compares the present promotional strategy of the two leading motorcar manufacturing company in the world. It deals with the major brand names of the companies like Lincoln, Jaguar, Land Rover and Range Rover. But the report mainly deals with two brand names of the two different companies Ford Fusion and Toyota Camry. It can be seen from the market research that Toyota is the world’s largest automobile company and is also the most profitable company that is operating in USA but the company is facing a huge problem in the year 2015. Its Continue reading...

Identify Valuable Entrepreneurial Idea

Introduction
Entrepreneurship is among the trending fields in the business market with most firms advocating a business entrepreneurial culture in their strategic plans. The insatiable nature of consumers’ tastes and preferences is the key driving force tom business innovations and improvement in product efficiency. In every market structure, there is always an opportunity gap that firms fail to bridge to their target market –a difference that is only realized by open-minded people who accommodate change through creativity and innovation (Driessen & Zwart, 2007: 6). The opportunity gap may arise from either a firm’s perspective or a consumer’s experience Continue reading...

Introduction

Knowledge management refers to a process that captures, distributes, and effectively uses knowledge. The discipline is meant to provide a cohesive mechanism for handling information related resources. The assets may include policies, documents, procedures, un-captured expertise, databases and the experiences of individual workers. Consumer relationship management, on the other hand, refers to strategies, practices, and technologies that organizations use for the management and analysis of consumer interactions. It is also used for the analysis of data throughout a consumer’s life cycle, with the aim of enhancing business relationships with customers. It concentrates on helping an organization retain customers Continue reading...

Introduction

Every day, companies have resorted to a variety of tricks to advertise, promote and sell their goods. In this case, they actually put constant experiments: use a variety of marketing incentives in an effort to persuade the consumer to buy. However, consumer decisions affect all these incentives at the same time, so it is very difficult to find out exactly what impact each of them has had in a particular case.
Thus, the marketing begins with a study of customers, identification of their needs and motives, and ends with the sale of products and satisfaction of the needs identified. Continue reading...

Introduction

Businesses sustain profitability and market share through proper strategies towards ensuring profitability. Accordingly, through investing into proper strategies, plausible outcomes are bound to prevail. Thus, this paper will examine business strategy as per CVS health and the evident case questions.

Analysis

The organizational value chain and design is pegged on the provision of coordinated solutions towards managing specialty patients. As such, the company aims at ensuring that the specialty pharmacy is construed towards effective service and product provision. As such, specialty consumers entail 8% of the patients but consume more than 40% of the payer’s total costs. The organization Continue reading...

Introduction

Framing is a way in which messages are presented while making an advertisement. It is important to understand the way the message has been put across in order to ensure that there is maximum impact of the advert to the issue that is being addressed in the advert. This paper will focus on the role of different framing perspectives when advertising and the theories that are associated with the framing perspective that has been undertaken.

Study 1: Positive framing vs. Negative framing

Positive and negative framing come as a result of the negative messages that might be obtained from the issues that are at hand. Framing Continue reading...