Fashion Blogging Is Big Business

Fashion Blogging is Big Business
Fashion bloggers can earn to hundreds of thousands of dollars per year. And the bulk of the money
isn't necessarily coming from brands paying for ads on their sites; it comes from brands paying the
bloggers to endorse their products in various ways. (The Women's Wear Daily, fashion industry
trade paper)
A clothing label might hire a fashion blogger to style a runway show and tweet and blog about the
project; or to serve as a model in their ad campaigns and post the images on their blog; or to simply
endorse a product the way a celebrity would, by tweeting about it or posting about it on their site.
For such endorsements, brands might pay bloggers different amounts of money. While many experts
say the value of the return on that investment is unclear, some bloggers do have the power to cause
an item to sell out by simply tweeting a link to where followers can buy it. (Buzzfeed Shift, 2012.)
So...our conclusion is that fashion bloggers have the power (in some case more, in others less) for
influencing the fashion environment. As we have said, a blog is a kind of social media, so there are
lots of messages going around the blogs and on consequence around the world. The main activity of
bloggers is to tell the readers what they like, what their opinion about a product is, why they like it,
or why they don't like it. This is the influence. They add "personal and human style" to the brands
and products they are posting about. This "personal and human style" cannot be reached by
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Factors Affecting Customer Loyalty
MODULE 3
Customer Loyalty Comprehension
Module Description
The goal of this module is to explain the concept of customer loyalty, its significance, its benefits,
and the factors that affect customer loyalty. Here it is explained why customer loyalty is beneficial
for a business and how it helps in profitability. This module discusses the types of customer
loyalties, which ones among them are profitable and which are not, as well as the methods to turn
non–profitable loyalties into profitable loyalties. It also shows the reasons why a business should
invest in customer loyalty programmes. Some statistics are shown which explain why some
companies who invest in customer relationship programmes profit more than their rivals do. The
factors that affect customer loyalty are described. It also points out the principles that a company
needs to follow, to reap the benefits of customer loyalty.
Additionally, this module explains how customer loyalty and customer satisfaction are different and
why businesses need to look into customer loyalty programmes rather ... Show more content on
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Companies need to invest in increasing the quality of their products so as to not have any excuse for
poor customer experience. Even though maintaining a good relationship is vital to customer
experience, customers detect a poor quality product and will soon defect to the business's
competitors.
Employee behaviour: Since sales executives are the main point of contact between customers and
the company, the way they interact with customers has a huge impact on customer experience. They
need to be polite, skilled, knowledgeable and quick in their response to the customer so that waiting
time of the customer is reduced to a minimum and the customer can proceed with the purchase
quickly and

Consumer Behaviour Analysis in Hong Kong
CONSUMER DEMAND
AN ECONOMETRIC
IN HONG KONG
ANALYSIS 1
E. R. LIM *
Introduction The objectives of consumer demand analysis are first, to isolate a few major variables
from the many and complex factors influencing consumer behaviour, and second, to verify
empirically that this relatively small number of parameters gives a reasonable explanation of a wide
range of observations on consumer behaviour. The quantitative knowledge thus obtained is
necessary for the study of economic development and for the formulation of economic policy. In
addition they are a necessary input to the evolution of consumer theory. The data for the present
study come from the household expenditure survey conducted by the Hong Kong Department of
Commerce ... Show more content on Helpwriting.net ...
It is also important to note that what we are measuring here is the long–run If the $200 household
were to double its income overnight, its relationship. consumption behaviour might well be
completely different from the household which has been receiving $400 income for a long period of
time. Our estimates, therefore, concern the long–run adjustment of consumption behaviour to
income change. For these reasons, the consumption–income relationship based on cross sectional
data may well be very different from the relationship based on time–series data, which probably
include a relatively larger element short–run adjustment.
1 The term "income" a later section. is used in the broad sense and the exact definition will be dealt
with in
28
HONG
KONG
ECONOMIC
PAPERS

Reported Income vs. Total Expenditure Since we are attempting to measure the long–run
relationship between the major items of consumption and income, it is particularly important as to
what measure of income we are using. There are many reasons to suspect that actual income is not a
proper explanatory variable for consumption. The main reason is that it usually contains a large
transitory component which is irrelevant to the consumption decision, particularly if the interest is
on the long–run relationship. While it is generally agreed that actual income is not a good
explanatory variable, there is little agreement as what should replace it. The permanent income

The Theory Of Consumer Behaviour
One of the biggest theories within the field of consumer behaviour is the theory that people buy for
status that products bring them; often buying products not for that they do by instead the
connotations behind the product (Solomon and Rabolt (DATE), with Cave (2001) stating that
products have a symbolic purpose, giving the consumer a sense of identity, with consumers
believing that the purxhase will allow themselves to be perceived differently by other people.
Survey results showed that a substantial amount of people had made purchases from luxury brand
with 51% of respondents having made purchases from Chanel, and 43% from Yves Saint Laurent.
As well as this many had made purchases outside of the realm of cosmetics with only 20% stating
that they had not made any luxury purchases. Dubois and Paternault (DATE) state that only a
minority of consumers buy luxury names that they do not know, this was reflected when asked what
luxury cosmetics brands were participants aware off; the most popular being Chanel, Yves Saint
Laurent and Dior with the three same brands ranking at the top three for the most cosmetics
purchases. "Distinctive logos and packaging make it more likely that consumers will be cued by a
sight of a product" (Cave, 2001, p.37). When queried about the hypothsis that consumer enjoy the
"environment" of a product more than the product itself, interviewees gave similar responses;
Participant A felt that consumers are taught from advertising that to be liked

The Marketing Strategy Of Nike
Source: (Solomon, 2014)
These areas are very well polished in Nike. The owners know the correct trigger points of every
class of consumer, and thus, the motivating push is given to the exact point. Emotional branding is
used by Nike in several instances and this has been one of the vital areas of its operations. Nike's
position in the market is such that consumers upon hearing the name of Nike are sure that they shall
be getting state–of–the–art products. Though there is no scale of comparison to say that Nike is
better than the competitors, yet the marketing strategy of Nike is such that consumers and buyers
automatically believe that Nike happens to be the best in shoes (RamnathJk, 2015). It has motivated
the buyers by getting deeper ... Show more content on Helpwriting.net ...
Diversifying will also help in the process and it has been seen that consumers have appositive
attitude for those enterprises which work towards better customer satisfaction, ensure high class
service and quality of the products, give value to the money of the people and the amount spent by
them, are fast in their transactions, have transparency in the marketing process and are reliable as far
as after sale services are in question.
Clients may capture the steadfastness of an operation just when they have effectively gained the
item. That is, the point at which it has been conveyed. Toward the begin, this may not caution the
crisis of the administrations gave as the approved individuals in the grocery store may see that the
supply of items are sufficient for clients and accord less inclination to operations of the retail
benefits. Constancy signifies "being on time", in straightforward words, clients get their request on
time (Luca and Suggs, 2010). As a general rule, despite the fact that this hypothesis sounds to be
basic, on occasion it can bring about challenges in measuring it.
Nike has also shown a balanced attitude towards the customers. Not only are their operations
transparent and reliable but at the same time, they are reliable as well. They have specifically
succeeded in maintaining a large customer base over the years, and all this is because of the attitude
they

Essay On Changing Consumer Behaviour
Changing India, Changing Consumption, Changing Consumers Background Factors Contributing to
a Dynamic Economy Changing Priorities in Consumer Spending Impact of the Changing
Consumption Patterns Conclusion 02 02 03 05 10 perspective | Volume 03 a quar terly repor t by
Vol u me 0 3 / 2 0 1 0 Background As India changes and reinvents itself at a remarkably accelerated
pace, the private consumption patterns of its population have been transformed. What is new about
these changes in the consumer behaviour of 1.15 billion individuals? Historically, change has been a
gradual and largely predictable process, allowing industry experts to reasonably forecast
consumption patterns and consumer behaviour in the near future based on the current and ... Show
more content on Helpwriting.net ...
2 | Changing India, Changing Consumption, Changing Consumers perspective | Volume 03 a quar
terly repor t by Vo l u m e 0 3 / 2 0 1 0 Manufacturing is already seeing signs of a renewed boom in
investment in diverse industries including defence, heavy engineering, power, transportation
including automobiles, petroleum and petrochemicals, textiles, and food processing. Unlike in the
past, where manufacturing came up in the proximity of metros and mini–metros unless there were
backward area benefits or other incentives, this time around manufacturing investments are spread
almost all across India. This is, of course, after evaluating attributes such as the availability of raw
material, manpower and its relative costs, environment issues, supply chain and logistics issues, and
market factors which render availability of fiscal incentives as just one of the many variables in the
manufacturing location selection grid. The services sector is also moving beyond IT. The largest
growth in the coming years will be in a host of new services including retail, healthcare, leisure and
recreation, education and coaching, construction and other real estate, grooming and well–being,
and travel and hospitality. This, in turn, has many dimensions, with the most important being the
certainty of unprecedentedly large numbers of women entering the workforce. Further, these
sectoral jobs are even more spread out across the length and breadth of both urban and

Marketing Strategy Of Gucci
In Gucci, all online and Offline Company touch points are connected and integrated to create One
Single Customer view in the global CRM framework. A strategic Contact Plan is also designed and
managed to cover all key touch points.
Furthermore, Gucci found that mobile and tablet account for 58% of their traffic online, with
revenue increasing at about two thirds the rate of traffic; in particular, consumers who are already
familiar with the brand are beginning to purchase high priced ticket items, most notably handbags,
through these channels (Digital Forum Recap, 2015). Hence Gucci launched "The Gucci Style"
mobile application, which is a digital shopping magazine that offers editorial content, fashion
stories, and interactive features to ... Show more content on Helpwriting.net ...
According to a survey, Gucci has been ranked number 1 in digital competence and also called the
fashion genius for their development in online capabilities. They place their product effectively in
digital media with the aim to provide their customers a broad selection of product both in physical
and online stores (Bulman 2010). They also blend Supply chain with CRM in an effective way to
provide their customers with an in–store inventory check for particular items.
Gucci has made huge investment on technology. Through the site, social media and iPad style
application, they reach their target audience in a very direct way which allows them to develop a
more personal and responsive relationship with the current and prospective consumers. Gucci
launched an In– Store Clienteling Program to strengthen relations between the point of sale and
clients, also integrating a physical and digital experience between Sales Assistants and Clients to
maximize Customer Satisfaction and Experience (Nagasawa and Fukunaga, 2014). The CEO also
challenged the conventional wisdom that customer research was irrelevant to luxury goods and
commissioned an international focus group of 600 Gucci Italian customers along with regular
reviews of the customer feedback by Gucci executives (Rigby,

Analysis of Consumer Behaviour Online
This report will outline the most relevant behavioural characteristics of online consumers and
examine the ways they find, compare and evaluate product information. Comparison of the newly
collected survey data with the existing consumer behaviour theory resulted in detection of a number
of issues related to a specific consumer group. The purpose of this report is to translate these
findings into a set of implementation activities on strategic and technological level. Execution of
these recommendations will result in better conversion of visitors into customers and encourage
customer loyalty and referrals. The focus group of this study will be young adults aged between
eighteen and thirty–four interested in buying a mobile phone or a ... Show more content on
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brand new latest nokia cellphone price list philippines 2. phone brand logos 3. pantech and curitel
logo 4. imap cell phones 5. iphone 8gb prize for cingular plan 6. nokia n73 godfather 7. sony
ericsson w880i 8. nokia 5200 browser for mac 9. imap w880i Practical Test: Stage two – Finding the
product As the research narrows down, consumers tend to localise the results (Example: "Australian
Results Only"). Search phrases in this stage are likely to contain a brand name or a specific feature.
Survey results show that consumers are willing to 'drill ' down to the third page of the results.
Majority however would only look at the first page of the results (seventy–three percent) while
many will only look at the top half of the page (Figure 3). Figure 3: Consumer search engine drill–
down: How far are they willing to go? A common assumption is that young adults tend to be more
technologically minded than the rest of the population. An interesting fact is that around a third of
the interviewed individuals knew very little or nothing about certain aspects of their research due to
the nature of the product and rapid changes in technology. For example, ninety per cent of
participants could not explain the purpose of WiFi, which is becoming a standard feature in all new
mobile phone releases. For this reason, we must consider extensive problem–solving behaviour

Customer Attitude Toward Insurance
CUSTOMER ATTITUDE TOWARDS PRODUCT
OF HDFC STANDARD LIFE INSURANCE
Submitted by,
SANDHYA MBA – Semester III
(Session 2009–2010)
CHAPTER: 1
INTRODUCTION OF THE
Study
INTRODUCTION OF THE STUDY
In my research I have tried to find out what the customer attitude towards the product of HDFC
Standard Life Insurance. The study has been carried out in Bhilai. It has been carried out with the
purpose to study the customer attitude towards Hdfc.
In my study I have used parameter like tax benefit, return, saving, future uncertainty, and other
benefit provided by the company.
An attitude is a hypothetical construct that represents an individual's degree of ... Show more
content on Helpwriting.net ...
The group's joint venture in China with Tianjin Economic
Development Area General Company ("TEDA") became operational in 2003. Returns through
regular bonuses
Standard Life Group (Standard Life plc and its subsidiaries) * Standard Life Group (Standard Life
plc and its subsidiaries) * The Standard Life group has been looking after the financial needs of
customers for over 180 years * It currently has a customer base of around 7 million people who rely
on the company for their insurance, pension, investment, banking and health–care needs * Its
investment manager currently administers Â£125 billion in assets * It is a leading pensions provider
in the UK, and is rated by Standard & Poor's as 'strong' with a rating of A+ and as 'good' with a
rating of A1 by Moody's * Standard Life was awarded the 'Best Pension Provider' in 2004, 2005 and
2006 at the Money Marketing Awards, and it was voted a 5 star life and pension's provider at the
Financial Adviser Service Awards
for the last 10 years running. The '5 Star' accolade has also been awarded to Standard Life
Investments for the last 10 years, and to Standard Life Bank since its inception in 1998.

Standard Life Bank was awarded the 'Best Flexible Mortgage Lender' at the Mortgage Magazine
Awards in 2006.
KEY STRENGTHS
1) Financial Expertise as a joint venture of financial

consumer behaviour
1. Comment / Explain / Answer the following a) Compare and contrast Howard and Sheith model
and Nicosa model These different decision making models are approaches the problem of consumer
decision making differently. The Engel–Kollat–Blackwell model is essentially a conscious problem
solving and learning model of consumer behaviour. This model has a good description of active
information seeking and evaluation processes of consumer. The information processed in this model
is the stimulus. The consumer¡¦s decision processes act upon this stimulus in order to determine a
response to it. These models attempt to explain each stage and show interrelated between the stages
of consumer buyer behaviour from the stimulus, through the purchase to ... Show more content on
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Culture consists of the unwritten rules of the social game. It is the collective programming of the
mind that distinguishing the members of a group or category of people from others. Parts of Culture
Culture: norms, roles, beliefs, values, customs, rituals, artifacts Culture classifies things into
discontinuous units of value in society Codes classified units, develops behaviors, specifies
priorities, legitimizes and justifies the classifications Consumer socialization – the process by which
people develop their values, motivations, and habitual activity Culture creates meanings for
everyday products We study how the use and/or collections of products and their meanings move
through a society Nature of Culture–Components Norms: rules that designate forms of acceptable
and unacceptable behavior Customs: behaviors that lasted over time and passed down in the family
setting Mores: moral standards of behavior Conventions: practices tied to the conduct of everyday
life in various settings Ethnocentrism: the tendency to view one's own culture as better or superior
to others Key Points about Culture It is learned: transmitted from generation to generation It
rewards acceptable behaviors It stays the same, yet can change Family, Religion, School and Peers:
what is the relative influence of each? Values Transfusion Model shows how these combine Will any
become more, less

Case Study : Starbucks 's Marketing Strategy
An in–depth analysis of the case: Starbucks
In 1971 Starbucks started as a small coffee shop that specialized in selling whole arabica beans in
Seattle's Pike Place market. After being inspired by Milan's coffee culture – especially the role it
espresso bars played in the Italians' everyday social lives – Starbucks opened an espresso bar in the
corner of their shop. Their ideal was to create a 'third place' – besides home and work – where
people could relax and enjoy a good cup of coffee (Moon & Quelch, 2006). Over two decades the
company enlarged and served over 20 million unique customers in over 5,000 stores around the
world. Their brand strategy could best be described as 'live coffee', which meant creating an
'experience' around the consumption of coffee that fitted into people 's everyday lives (Moon &
Quelch, 2006). Three components were fundamental for their branding strategy. First of all, the
coffee itself which should represent the highest–quality coffee in the world, derived from Africa,
Central and South America, and the Asia–Pacific regions (Moon & Quelch, 2006). Secondly, the
atmosphere should be inviting and make customers feel comfortable. The ambiance in stores should
make customers want to stay (Moon & Quelch, 2006). Thirdly, service – customer intimacy – is a
key factor within their brand strategy, which aims to create an experience for the customers, and
aims at building customer loyalty (Moon & Quelch, 2006). The employees – called 'partners' – are

Consumer Behaviour Towards Fmcg
Consumer behavior towards the new packaging of FMCG products. The importance of packaging
design as a vehicle for communication and branding is growing in competitive markets for packaged
FMCG products. This research utilized a focus group methodology to understand consumer
behavior toward such products. The challenge for researchers is to integrate packaging into an
effective purchasing decision model, by understanding Consumer's behavior towards the packaging
of FMCG products. When consumers search for and process information in–store, the product's
package can contain relevant and useful information for the consumer. Product packaging forms the
end of the 'promotion–chain' and is close in time to the actual purchase and may therefore ... Show
We conducted this research with the help of Questionnaire and from the initial stages, to the final
designing of questionnaire; we conducted our research through Exploratory research as well as
Descriptive research Objectives of the Study  Important attribute in our research Convenience,
Brand Name, Aesthetic, Information.  To find out these Attributes affect Consumer Behavior
Significantly.  Is there any significant difference between the Variables as there is change in
Products.  To find out the Consumer Attitude towards the new Packaging of Preserved Products.
 Is Packaging Influence Consumer to switch from one to another Brand. Research Design
Universe of the study: Whole population of Ghaziabad city who visit mom–pop stores retail outlets
like Big Bazaar, Subhiksha, more... Sampling Design: Sample Size : Sample size of 50 Customers
Sampling Technique : As no sampling frame of the population was available, samples for the study
were chosen by using random sampling due to its time and cost feasibility. Interacted with the
customers at random on one to one interaction to gain the information. Data Collection : A
structured questionnaire with rating scale is used to collect primary data. Statistical Tools Used : Z –
test is used as a test to verify the different objectives

Consumer Behaviour
A MODEL OF CONSUMER DECISION MAKING
The process of consumer decision making has 3 stages: input stage, process stage and output stage.
The input stage influences the consumer's recognition of a product need and consists of 2 major
sources of information: 1) the company's marketing efforts (product, price, promotion and price)
and the external sociological influences on the consumer (family, friends, neighbours other informal
and non–commercial sources, social class and cultural and subcultural memberships). The firm's
marketing activities are a direct attempt to reach, inform, and persuade consumers to buy and use its
products. The marketing mix consist of the product itself including the package, size, and
guarantees; mass media ... Show more content on Helpwriting.net ...
In research shows, women and men have big difference to shopping response. Men do not like it.
It is found search external effort on purchase differs in product categories. the external search effort
was greatest for consumers who had the least amt of product category knowledge. It follows that the
less consumers know abt a product category and the more important the purchase is to them, the
more time they will make available and the more extensive their prepurchase search activity is
likely to be. Conversely, research studies hv indicated that consumers high in subject knowledge
rely on their own evaluations than on dealer recommendations.
It is also impact to point that the internet has had great impact on prepurchase search, rather than
visiting a store to find out about a product.
Evaluation of Alternatives
When evaluating potential alternatives, consumers tend to use 2 types of information: (i) a "list" of
brands or models from which they plan to make their selection (the evoked set) and (ii) the criteria
they will use to evaluate each brand or model. Evoked set (consideration set) refers to the specific
brands or models a consumer considers in making a purchase within a particular product category.
Inept set consists of brands or models the consumer excludes from purchase consideration because
they are felt to be unacceptable or inferior. Inert set are brands or models the consumer is indifferent
toward because they are

A Framework For The Data Collection And Its Analysis Essay
. A framework for the data collection and its analysis has been recognised in order to answer the
research questions, as well as to achieve the targeted objectives by validating certain methods of
sourcing, collecting and analysing the data (Saunders & Thornhill, 2012).
The study on the basis of the literature has shown that the research goals would be achieved more
efficiently with the quantitative method. Whereas, the literature reviewed has revealed an objective
need for numeric data that is necessary in a greater extent due to its absence, rather than non–
numeric data. The quantitative method allows to assess the influence of the identified factors by the
end–user, which haspermitted to build a consumer behaviour model. Ultimately, the variables were
identified on the basis of the literature studied.
3.2 Research philosophy and approach
The aims and objectives were fulfilled in order to develop a research philosophy. We may define it
as "an over–arching term relating to the development of knowledge and the nature of that
knowledge" (Saunders & Thornhill, 2012).
A deductive approach has been used for the research. This was done due to the fact that the
theoretical framework has been defined in advanced, which was followed by testing the previously
outlined theories.(Saunders & Thornhill, 2012)Additionally, Positivism has been selected as a
Philosophy for the following study, as it allowed the author to research and assess the situation on
the basis of objective data

Consumer Behaviour And Their Influence On Consumer Buying...
The consumer behaviour is the study of how an individual decides to purchase a product over the
other, and the underlying factors that mold such behaviour. There are a number of incredibly
complex external and internal influences affecting consumer buying behaviour. The key influences
comprise of cultural, social, personal and psychological factors. It is critical to examine these
influences facing consumer behaviour, and explore how customers think about, and behave towards
the company, and its market offerings to design them in a way that is attractive from the perspective
of these influential factors.
Cultural factors
When a consumer decides to buy a product, they are influenced by marketing stimuli – that being,
the marketing mix ... Show more content on Helpwriting.net ...
Additionally, each culture consists of several smaller subcultures. These subcultures are groups of
people with shared value systems based on common life experiences and situations (Claessens,
2015). They can be divided into nationalities, regions, political affiliations, sexual preferences, but
also geographic regions.
Global marketers must be fully aware of the cultures and subcultures in each market and take
appropriate marketing measures (Armstrong et al. 2015, 138). For example, society today is
becoming increasingly conscious about going green, using organic, eco–friendly and ethical
products with socially responsible practices, and therefore the cosmetic niche market has had an
increase in demand for natural products (Fiorletta, 2015). Lush is completely committed to provided
natural fresh organic products which are free from chemicals. Moreover, consumers are increasingly
focused about the environmental impacts and footprints left by companies. Lush as a result, holds a
strong stance on socially responsible practices and advocating for many issues across the spectrums
of environmental sustainability, animal welfare and human rights.
A buyer's social class often plays an important role in his/her conumer buying behaviour. Almost
every society has some permanent division, hierarchy or social class structure (Armstrong et al.
2015, 139). Social class is an important influencial factor as it determines what the consumer's
repsonse

Buyer Behavior and Branding
BUYER BEHAVIOUR AND BRANDING (BBMK402)
Introduction:
Every one is a customer at one time or another. Production continues to increase just like customers
increases day by day for goods and services that give value in return for consumer's money.
Although there are lots of components and elements that influence customers to support and buy the
product and one of those ways is good marketing strategy. Good marketing functions raise
competitive rewards to a firm which leads to be a magnet to the customers.
Consumer behaviour identify how clients make purchase and leverage decisions and how they use
and dispose of the purchase goods or services therefore we can realize the importance and grandness
of consumer behaviour for a seller point of view and as a critical process during the decision making
process. A marketer needs to discover who their consumers are and to be ready to be up to sell their
products, generate revenue and profit for the business but also to be able to fulfill and meet the
customer expectations.
Background:
CIC is a CRICOS Registered Training Organization (RTO) that meets federal and state educational
standards. CIC observes compliance as quality requirements of the Australian Qualification and
Training Framework (AQTF) standards that have been in place by state governments. CIC delivers
Nationally Recognized Training package qualifications taught by qualified trainers and teachers to
students and trainees. In addition, CIC

Buyer Behavior Report : Consumer Decision Making Process
Buyer Behaviour Report: The consumer decision making process as it relates to a consumer who is
replacing their laptop.
ID number: 14049438
Submission Date: 9pm Sunday 15th March 2015
Module Name & Number: 4BUS1010–0206–Principles of Marketing
Module Lecturer: Caroline Wilson and David Ogle
Word Count:
Table of Contents.
1. Introduction................................................................................1
2. The Characteristics that Affect Consumer Behaviour..............................2
3. The Types of Consumer Buying Decisions..........................................4
4. The Components of the Decision–Making Process.................................6
5. Marketing Recommendations.............................................................9
6. Conclusion.................................................................................11
7. List of References........................................................................12
1. Introduction.
Understanding consumer behaviour is essential to succeed in business. As Solomon et al. (2013)
stresses, businesses exist to satisfy consumer's needs. By identifying and understanding the factors
that influences their customers, firms have the opportunity to develop a more efficient strategy,
marketing message and advertising campaigns that is more in line with the needs and ways of

thinking of their target consumers (Perreau, 2015).
The targeted consumer has been identified as a recent retiree who is in her early 60s. This customer
has just broken her laptop which was given to her as a gift from her daughter, four years ago and is
looking for a replacement. As she is not in tune with the latest technology developments

Questions On Consumer Behaviour And Consumer Behavior
1. Introduction
1.1 Why do marketers need to understand consumer behaviour?
Marketers need to understand consumer behaviour in order to know what the consumer wants from
a product. This is because different types of people will want different things from the products they
buy; for example, an older, married couple will have different needs and wants to a young couple.
Marketers also need to understand the behaviour of consumers to design and construct the best
marketing approach to capture the chosen target market.
1.2 The Scenario
A newly–wed couple, in their late twenties, have bought their first house together and wish to
refurbish the kitchen. Each of their parents have given the couple some money towards the kitchen
and so they have a budget of around £5–7000. The couple would like an impressive, contemporary
kitchen, with space to entertain friends and family.
1.3 Aim of the report
In the following sections, matters such as consumer characteristics, types of consumer buying
decisions and what makes the decision–making process will be discussed in order to show how an
industry can influence the various stages of the purchase of a kitchen.
2. The Characteristics that Affect Consumer Behaviour
2.1 Personal factors
Personal factors can affect consumer buyer behaviour. For example, factors such as age, occupation,
economic situation, lifestyle and personality can all have an impact on the buyer's purchase
decisions. In this case, the buyers are in their late twenties

Consumer Behavior And Consumer Behaviour
1.1. What is consumer behaviour?
Consumer behaviour is the study of all the processes implicated when individuals, groups of people
or organizations select, purchase, use or dispose of products, services, experiences or ideas to satisfy
their needs, wants and desires (Salomon et al. (2006). Acquiring, using and disposing are the
process of consumer behaviour. Buying represents an acquisition by consumers and then, they use
it, which is known as the usage process. Finally, disposition is the process by which a consumer gets
rid of the offering (Macinnis and Hayer, 2008). Understanding the consumer behaviour is very
important to marketers in every field.
1. 1. 1 What affects consumer behaviour?
Consumer behaviour involves elements from psychology, sociology, marketing and economics. The
goal for the study of consumer behaviour is to understand the decision–making practices of
consumers and to what extent emotions and feelings can affect buying behaviour. It usually looks at
the influences on the consumer by groups such as family, friends, age, marital status, nationality and
society in general, in order to understand people's wants, Salomon et al. (2006).
Consumer behaviour is influenced by demographics and psychographics factors. Within the
demographics factors are age, sex, education level, income level, marital status, occupation,
religion, while psychographics factors include individual's motivation, attitude and beliefs among
others. According to Macinnis and

Brand Experience Created By The Feelings And Reactions...
According to (Brakus, et al,2009.) Brand experience created by the feelings and reactions associated
with the brand. These feelings are brought about by brand design, communication, environment and
brand identity. Brand experience is majorly centered on branding than other product concepts like
brand personality, attitudes, values, equity, and association. The most important thing for a
consumer today is whether the brand can add value to their lives through positive experiences.
Morrison and Crane (2009) argue that there is an emerging trend in consumer behavior and
marketing with consumers purchasing products and services based on the experiences of what is
being sold. Many researchers have concluded that customers look for services that will leave a
positive experience in their lives. This has led to an increased interest to markets who want to give
their clients a memorable experience. Brand experience leads to consumer trust, loyalty, and
satisfaction.
DIMENSIONS OF BRAND EXPERIENCE
Brakus, et al., (2009), states that there are four aspects of the brand experience. The four dimensions
are affective, behavioral, sensory and intellectual dimensions.
AFFECTIVE DIMENSION
Zarantonello and Schmitt (2010), concludes that the affective dimension consists of the feeling
created by products and services and the emotional attachment of the consumers to these brands.
They further suggest that when consumers have a greater affective brand experience they tend to
think that the brand

A Specific Area Of Consumer Behaviour, Personality And The...
A common method marketers use to attract consumers to their products is based around theories in
psychology and consumer behaviour. This essay will be focusing on a specific area of consumer
behaviour; personality and the self, and how marketers have used an understanding of this to
develop brands that purposely appeal to certain consumer groups. Real company examples will be
used to explore the different ways in which this understanding has been applied and to consequently
establish what this means for organisations and consumers alike.
The self–concept is an important consideration for marketers due to the necessity of gaining the
attention and loyalty of consumers. There are a number of ways in which the self concept can be
applied, one of which is to position the brand as aspirational, appealing to peoples 'ideal–self'. In
this instance consumers are likely to buy a product or invest in the brand as they feel they inherit
aspects of the product that match how they want to be (their ideal.) A good example of how this is
used can be found in the cosmetic industry, where companies advertise their products to make you
look and feel beautiful, therefore by using them you will achieve this feeling (Malär, 2011, p35.)
However there is a risk to companies that the ideal–self being portrayed is far beyond the consumers
self–image, consequently creating incongruence between the consumer and the brand. This is not
the desired effect of marketers, as there is extensive research

Consumer Behavior And Consumer Behaviour
Introduction
A consumer is any person that is involved in the process of consumption. They are identified
according to the market type to which they belong, namely final and industrial consumers
(Solomon, et al., 2013). Understanding the consumer behaviors will aid in appreciating the various
market segments and developing strategies for effecting market penetration in these segments. It
will also help in identifying market gaps and shape their needs and objectives so as to solve the day–
to–day consumer's concerns in purchase.
The single purpose of all production is consumption. The producer's interest should only be attended
to as far as it is necessary in promoting the needs of a consumer (Smith, 1937 p. 125). Studies on
consumer behavior began in the 1960s, and later several consumer theories which focused on the
consumer from various perspectives were developed. Marketers use these theories to deveop
marketing strategies based on attitudes, interests and consumer perception.
Consumer behavior theories All major consumer theories can be grouped into four categories,
namely economic, psychological, psycho–analytical, and socio cultural theories. They are based on
the simple law of conumption that consumption increases as aggregate income increases, assuming
the habits of spending are constant and political and economic conditions are free and perfect
(Solomon, et al., 2013).
Economic theories Economic theories on consumption are focused on how income is allocated and
how

Consumer behaviour in marketing ethics
Marketing can undoubtedly bring benefits to society, although some aspects of marketing may be
questionable on ethical grounds. The aim of this assignment is to raise criticism of marketing and
show that consumer behaviour is affected by ethical issues. Do consumers really care about
marketing ethics?
Ethics is a complex concept to define, and there is an attempt made by contemporary theorists to
highlight ethical behaviour in a marketing context. Issues surrounding marketing ethics and social
responsibility are inherently controversial. An area that causes particular dispute is the question of
the effect of ethical and unethical marketing activity in regards to the purchasing behaviour of
consumers. According to the contemporary theory ... Show more content on Helpwriting.net ...
The affects led to international outrage among consumers, activists, and international corporations.
There were also reports of human rights abuses, violence to labourers, and terrible working
conditions within Nike's Asian organisations. The consumers hit Nike back with a string of protests
and small boycotts around the country. Nike's image was stained, the case in question highlights that
there are consumers willing to take a stance against theses corporations on ethical grounds.
In the case of McDonalds similar to Nike there are many organisations working against them to
highlight ethical issues concerning the way in which there organisations function. McDonalds
market its products towards the younger generation some may argue the ones who are most easily
influenced. The marketing of McDonalds was based on the materialism that "bigger is better" such
as the big Mac and super size meals. They targeted children by introducing happy meals which
included a toy character usually associated with Disney movies. There actions were apposed by
activists who raised the issue that there meal are not nutritious. They argued that the eating of food
was historically the practice of eating the healthiest possible food (bearing in mind the constraints of
time and poverty)

Literature Review On Impulse Buying
Planned purchases involve time–consuming information–searching with rational decision making,
whereas unplanned buying refers to all shopping decisions made without any advance planning.
Impulse buying is distinguished from the unplanned buying in terms of quick decision making. In
addition to being unplanned, an impulse purchase also involves experiencing a sudden, strong, and
irresistible urge to buy The purpose of this paper is to provide a detailed account of the impulse
buying behavior influenced through external stimuli by compiling the various research works
literature in the field of Retailing and Consumer Behavior. It gives a broad overview of the impulse
buying construct and the various behavior related aspects. The ... Show more content on
Helpwriting.net ...
They are further determined on the basis of the different sales promotions inside the shop. Reminder
impulse buying occurs when the buyer is reminded of the need of the product noticing it in the shop.
Pure impulse buying is a novelty or escape purchase which a shopper breaks the trend of usual
shopping. fashion oriented impulse is a type of suggestion impulse where the purchase is motivated
by self–suggestion to buy the new fashion product. In case of fashion oriented impulse buying,
shopper has no previous experience with the new and fashionable

Concepts And Principles Of Marketing And Consumer...
2.0 Introduction
The aim of this report is to gain an insight into how the concepts and principles of marketing and
consumer psychology are applied to a certain product and aim to analyse and evaluate the
application of marketing and consumer psychology concepts by a product. This report will be
looking at the Cadbury's Dairy Milk chocolate bar, a product that is known around the world; "In
1824, John Cadbury opened a grocer's shop at 93 Bull Street, Birmingham... The Cadbury
manufacturing business was born in 1831... In 1905, Cadbury Dairy Milk is launched" (Cadbury,
2015). This report will cover a range of consumer behavior theories and how these theories help
Cadbury's attract and retain consumers. It will also include a marketing mix analysis in which at
least two alternative marketing models will be included.
3.0 Main Body
3.1 Consumer Behaviour
In this section I will be discussing relevant consumer behaviour theories and then providing a more
in depth analysis of how Cadbury utilise these.
3.1.1 The Decision Making Process
The decision making process has five–steps that simply display buyer behaviour, and logically goes
through, step–by–step, the process of a consumer buying a product.
The first step in this model is problem recognition; this comes when the consumer becomes aware
of the 'problem', they then develop needs or wants that they want to be satisfied. Applying this to
Cadbury's it shows that the first stage, problem recognition, would be the consumer's

Consumer Behaviour
EXC2112
CONSUMER BEHAVIOUR
Case: Wii´s Success
CASE ONE: NINTENDO WII'S SUCCESS
Q1: What consumer needs are driving the success of the market adoption of Nintendo Wii? Consider
the innate and acquired needs.
Innate needs are 'biogenic' or 'physiological needs' which refer to needs such as air, food water,
shelter, clothing etc. While acquired needs are those we learn from our culture and surroundings,
also known as 'psychological' or 'psychogenic needs' i.e. affection, power, learning, prestige and
self–esteem.
Nintendo Wii is a home video game console, which competes its way with Microsoft's XBox360
and Sony's PlayStation 3. Nintendo aim is to target a broader demographic than the other two.
Nintendo took the craze of playing ... Show more content on Helpwriting.net ...
Even though these are considered secondary needs, but they are as much as important as the innate
or necessary needs. 'Achievers' seek to excel and value continuous recognition of how well they are
doing. Playing Wii games is an advanced way to make the user feel a sense of achievement in a way
that first it attracts the user to play, thrive to win and when one does the user walks out with a
feeling of success and achievement. Then there are the 'affiliation seekers' who look for company
and relationships. Such a 'psychological need' is essential for an individual, both for those who are
outgoing and like to mingle, and for those who are shy or believe in close network. Nintendo games
help people connect and value relationships. It's an effective way not only for kids but also for
adults, parents, workers etc. basically everyone. Who wouldn't want to have few moments of joy?
Weekends could be made colourful and relaxing. Wii games help put life into a boring day or
company. Basically it suits all sorts of people and their psyche. For those who are 'power seekers'
Wii games help them take control and achieve higher goals by challenging themselves.
Q2: On the basis of the market success of the Nintendo Wii, explain the importance of
understanding customer needs and motivation in new product adoption?
As discussed in the answer to question1, importance of consumer needs in a product's market
success is of immense

Consumer Behaviour Essay
MM1 SEC F 2014
GROUP NO: 9
SUBMISSION NUMBER 5 ON: 22 July 2014
SUBMISSION TITLE: Consumer Behaviour
PRODUCT: Two Wheeler
INDIAN INSTITUTE OF MANAGEMENT LUCKNOW
Over the years there has been a shift in the consumer buying behaviour of two wheelers. While cost,
fuel efficiency and comfort have been primary influencers throughout, factors such as aesthetics,
brand recognition have gained importance in the recent years.
Following are the key consumer factors that have witnessed a change over the years:
Change in Consumer Behaviour with Affordability
During the early years after independence i.e. in 1950s, two wheelers were considered as a luxury
good. In 1950s most of the people were dependent on agriculture for their earnings, sources of
income were very few, due to which the disposable income with people was also low and only a few
could afford two wheelers. Two wheelers were sometimes given as dowry in marriages and
considered as a status symbol, since very few families were able to afford them. But now as the
income levels have increased and people have easy access to credit and loan facilities, most people
can a two wheeler. It is not considered as the luxury good anymore, it has rather become a necessity
for some consumers who commute daily and look for economical options.
Changing Preference towards Economy
During 1980–90s, the two wheelers became one of the most widely used transportation medium in
the Indian society. It was widely used by the middle

Changes in Consumer Behaviour Essays
Executive Summary
Consumer behaviours have changed over the years; this is shown by consumers today purchasing a
more healthy variety of products, as information today is known about products that was not known
many years ago. Factors such as these, change the way we perceive and value products, as we now
are more knowledgeable as well as manufacturers having by law to print the ingredients and content
of the products ingredients on the back of most food products, allowing consumers to become more
educated. The typical consumer today watches what they eat; they are more aware and exposed to
factors that have brought about change in consumer behaviours.
Factors such as personal, psychological and social factors have a huge impact on ... Show more
content on Helpwriting.net ...
And also in some cases going to the extreme in stating that parents are slowly killing their children
with feeding them specific foods. This is a huge factor that has brought about changes in the way
consumers purchase and behaviour. Other factors are current events, such as when the 9/11 incident
occurred; a lot of patriotic Americans bought and consumed American made products to help the
American economy grow. The American government also put out campaigns to promote American
produced and made products to the public to change the views of consumer purchases. Just another
example of factors that support change in consumer behaviours.
Governments and consumer groups control or filter what information is known about certain
products. The Australian consumers association or ACA produces a magazine that informs
consumers about their rights and about the value and safety of products. The government on the
other hand works in conjunction with the health department to reveal the real truths about products,
such as the smoking campaign, that informs us of what really is in a cigarette and how much
damage it is doing to your body. These groups play a vital role in educating the consumers about
certain truths that need to be made aware to the consumers of today's health concise age.
3.0Analysis
3.1 Typical Consumers of Today
Barbara is a typical consumer of today. She

Consumer Behaviour
A STUDY ON CONSUMER BUYING BEHAVIOUR OF MOBILE PHONES IN INDIA Synopsis
of Introduction Consumer behavior refers to the mental and emotional process and the observable
behavior of consumers during searching, purchasing and post consumption of a product or service.
Consumer behavior involves study of how people buy, what they buy, when they buy and why they
buy. It blends the elements from psychology, sociology, socio– psychology, anthropology and
economics. It also tries to assess the influence on the consumer from groups such as family, friends,
reference groups and society in general. Buyer behavior has two aspects: the final purchase activity
visible to any observer and the detailed or short ... Show more content on Helpwriting.net ...
Reference groups can be family, school or college, work group, club membership; citizenship etc.
Reference groups serve as one of the primary agents of consumer socialization and learning and can
be influential enough to induce not only socially acceptable consumer behavior but also socially
unacceptable and even personal destructive behavior. For example, if fresher student joins a college
/ university, he/she will meet different people and form a group, in that group there can be behavior
patterns of values, for example style of clothing, handsets which most of group member prefer or
even destructive behavior such as excessive consumption of alcohol, use of harmful and addictive
drugs etc. So, according to how an individual references him / herself to that particular reference
group, this will influence and change his/her buying behavior. Psychological Factors These are
internal to an individual and generate forces within that influence her/his purchase behavior. The
major forces include motives, perception, learning, attitude and personality. Example: Attitude is an
enduring organization of motivational, emotional, perceptual and cognitive processes with respect to
some aspect of our environment. Consumers form attitude towards a brand on the basis of their
beliefs about the brand. For example, consumers of Sony products might have the belief that the
products offered by Sony are durable; this will influence those customers to buy

Executive Summary Example
| | | | | | | | | | Good and poor examples of executive summariesThis is a GOOD example from an
Accounting & Finance assignment. Footnote Executive Summary This report provides an analysis
and evaluation of the current and prospective profitability, liquidity and financial stability of
Outdoor Equipment Ltd. Methods of analysis include trend, horizontal and vertical analyses as well
as ratios such as Debt, Current and Quick ratios. Other calculations include rates of return on
Shareholders Equity and Total Assets and earnings per share to name a few. All calculations can be
found in the appendices. Results of data analysed show that all ratios are below industry averages.
In particular, comparative performance is ... Show more content on Helpwriting.net ...
These claimed to offer the consumers a healthy alternative. These factors appear to be the major
causes of the decreased sales volume of Choice Chocolate. Slim Choice is the latest chocolate range
put forward by the R & D Department of Choice Chocolate. The report evaluates this range and
concludes that it would be an ideal candidate to meet the

The Characteristics That Affect Consumer Behaviour
Contents
INTRODUCTION 2
THE CHARACTERISTICS THAT AFFECT CONSUMER BEHAVIOUR: 2
THE TYPES OF CONSUMER BUYING DECISIONS: 3
The Components of the Decision–Making Process 4
Conclusion 5
Marketing Recommendations 6
INTRODUCTION
According to Assael (2004, p.2), "Consumer behaviour determines a firm's profitability". Marketers
have come to realize that their effectiveness in meeting consumer needs indirectly influences their
profitability. Assael(2004, p.2). So it's compulsory for every marketer to understand the consumer
behaviour otherwise they will have a more challenging time to target a campaign that attract
consumer purchase to a new product. This report will be focusing on a married, middle age
businessman in ... Show more content on Helpwriting.net ...
According to Assail (2004), "Culture is a set of socially acquired values that society accepts as a
whole and transmits to its members through language and symbols. As a result, culture reflects a
society's shared meanings and traditions ". The culture manner has to contact with the factors
influencing the choice in product depending to the kind of lifestyles and background the consumer
is from so David should buy the car which would be having all the Features which he wants and the
price should intersect his income range respectively. Secondly, majority of people working in
companies on manager posts uses the car which had these types of features in it, because the
companies are far away from their homes so they want a comfortable drive; this shows a society's
shared meaning and tradition as said by Assail 2004. This car can also be used as a family car
because it is four seated and everyone living with the family wants to buy a four seated car because
of their family members.
Another factor that can affect this consumer behaviour would be his personal characteristics such as
his personal life style, age and occupation, which can also be expressed by (Kotler 2010). In David's
case, these factors would relate firstly to his occupation. As a Manager, he has a limited purchasing
power by which price is important factor for him, by considering this point he can't buy any car
which is out of his price

The Difference Between Consumer Buyer Behaviour and...
The difference between Consumer Buyer Behaviour and Organisational Buyer Behaviour In this
essay we will be talking about the difference between consumer buyer behaviour and organisational
buyer behaviour and how marketers can harvest this knowledge to create the right marketing
strategies for each category of market. The main difference between consumer buyer behaviour and
organisational buyer behaviour is that consumer buying consists of activates involved in buying and
using of products for personal and household use, where organisational buyers purchase primarily
for organisational purpose. Consumer behaviour is complex and a company has to fit their product
more closely and satisfy their customer needs more fully than the ... Show more content on
Helpwriting.net ...
For example, consumer markets often consist of millions of customers where far fewer customers
are in the organisational market. A small percentage often makes a large percentage of the earnings
of a B2B business. (Oxford University Page) The B2C buying process can be fairly complex for a
high involvement purchase like a car but in a B2B market there is often not only one person involve
in this process, it is typically known as the decision–making unit (DMU). Members involved in this
decision making unit can be managers who are not involved in the usage of the product and often
have a strategic and financial perspective of the company but also members who directly use the
product are involved in the decision making process. We can describe the different parties (Webster
and Wind, 1972) in the decision making process as followed: 1) Initiator– is the person who makes
the first request for the purchase 2) Buyer – they are the formal authority in the process and are
making the purchases from the suppliers 3) Influencers –they affect the decision–making process by
providing internal or external information. 4) Decision makers– they are the persons with the
authority to approve a purchase. 5) Users – they are the persons who use the product. They often
deliver feedback of the performance. 6) Gatekeepers – they control the flow of information to other
managers

Tourism Research Topics
The Influence Of Shopping Motivation, Optimum Stimulation Level And Cognitive Response On
Store Patronage Satisfaction: A Case Of Indonesia Tjong Budisantoso, Notre Dame University
Katherine Mizerski, Edith Cowan University Abstract This study focuses on the relationship
between shopping motivation, optimum stimulation level and cognitive response and store
patronage satisfaction. Shopping motivation focuses on the hedonic motivations for shopping while
cognitive response is measured in terms of the perception of merchandise quality and the perception
of service quality. The results indicate that a moderate relationship exists between shopping
motivation and the perception of merchandise quality and service quality. In turn, these ... Show
Cognitive Response The environment offers non–verbal communication for individuals (Broadbent,
Bunt and Jencks, 1980; Rapoport, 1982 and Bitner, 1992). This view is supported by Ittelson (1973)
in his characterization of environments: "...environment always provide more information than can
possibly aroused....Environment always represent, simultaneously, instances of redundant
information, of inadequate and ambiguous information, and of conflicting and contradictory
information" (p.75). If a person is motivated to interact with the environment, this interaction would
stimulate a cognitive response. It is possible for this response to be integrated into a personally
meaningful perception which influences people's beliefs about a place, people and product (Rogers,
1979; Golledge, 1987; Kaplan and Kaplan, 1982 and Rapoport, 1982). In the retailing literature,
there is some support for the view that store environment can induce cognitive responses which in
turn may affect shopping behavior (Marzuky and Jacoby, 1986; Ward, 1992; Sirgy et al., 2000).
Bitner (1992) proposes a conceptual framework explaining how the store atmosphere influences the
approach–avoidance behavior through intervening variables. These intervening variables are
emotional response, cognitive response and

Customer Is Not Always Right
An Analysis on How to Handle Dysfunctional Customers
And how they affect on Food Servers in selected
Restaurants at Eastwood City
–––––––––––––––––––––––––––––––––––––––––––––––––
A Method of Research and Thesis Paper
Presented to the Faculty of the Hotel and Restaurant
Management Arellano University – Pasig
–––––––––––––––––––––––––––––––––––––––––––––––––
In Partial Fulfilment of the Requirement for the
Degree in Bachelor of Science in
Hotel and Restaurant Management
Presented By:
Calinao, Loreinn G.
Tierra, Alyssa Marie G.
Encio, Mary Bless
Estrada, Erik E.
Romero, Jerry
Arellano University – Pasig
Pag–Asa St. Brgy. Caniogan Pasig City
Approval Sheet
In partial fulfillment of the requirements for ... Show more content on Helpwriting.net ...
What is not acceptable is for the customer to be demanding, insulting and irate. The real issue is
lack of respect people today.
This study has an important contribution to the understanding that there are "Dysfunctional
Customers", and that their behaviours equate serious consequences, and in the new era the number
of them is increasing. Those customers always wish payless or to not pay, those who doesn't obey
rules of the company, use to abuse employees verbally or even physically, customers who gets in
detailed arguments with other employees about company and they are customers who always makes
hurdle for company and so on and so forth, and we might encounter some of them that will scream

at you or some will just be okay. Some of them will down your principle, even your personality or
we can say that some of them are just over reacting to the point that they are already below their
belt. They misbehave because they know that the management does not want to lose them.
Customers are used to tell the famous slogan in any business that "the customer is always right". A
customer knows when they are wrong or right but they will still try to get something out of it
because it does not matter if they are right or wrong, in fact, in their world they are always right and
they like to do whatever they want. [By dzavdica/August 2010]. Is there any cliché more

Factors Influencing Consumer Behaviour towards Store Brands
In the article "Factor influencing consumer behaviour towards store brands: Evidence for the French
market", Mbaye Fall Diallo, Jean–Louis Chandon, Ge´rard Cliquet, Jean Philippe (2013), the main
aims for this research is to examine the factors of store brands purchase behaviour on consumer,
image factors and store familiarity.
The French market has been chosen in this research because it is convenience and the fast
developing of store brands itself. Several factors that motivates consumer to purchase store brands
(SB) product are socio–demographic factors, which is including gender, age, household income and
the number of children in the household. According to Burton et al (1998) and Martinez and
Montaner (2008), research that showed family capacity and income has become a strong element of
store brand purchase behaviour. Economic factors are in touch to the economic cycle whilst
psychographic factors consist of value consciousness, self–smart shopper perceptions and so forth.
Based on chapter one I learned in class, the marketing concept were divided into four concepts
which are consumer research, segmentation, market targeting and positioning. The authors goes on
with research using structural equation modelling and finalize ANOVA and MANOVA analysis to
proof the outcome of store familiarity on store brands purchase behaviour.
The process of dividing the market into subsets of consumer needs and characteristics is called
segmentation. These processes are based on

Research on Patterns of Online Consumer Behavior
In an analysis of the consumer behavior online, with focus group as young adults aged between
eighteen and thirty–four interested in buying a mobile phone or a related product ,Petrovic Dejan
explained that the most relevant behavioral characteristics of online consumers and examine several
ways they find, evaluate and compare product's information. Comparison of the freshly collected
surveyed data with the present existing consumer behavior theory resulted in number of issues
related to a specific consumer group. The motive of this report is to translate these findings into a set
of implementation activities on strategic and technological level and the execution of these
recommendations will result in better conversion of visitors into ... Show more content on
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On 6/10/09 San Francisco, CA the leader in online Customer Experience Management software
(CEM), announces the results of the 5th annual survey of online consumer behavior, commissioned
by Tealeaf and conducted by Harris Interactives. The survey concludes that 48% of U.S. adults are
now conducting more online transactions than they did in the past given the current economic
climate. However, 80% of adults who have conducted an online transaction in the past year
experience problems when doing so in 2009. Previously it was around 87%. This improvement over
prior years is the result of a better focus on delivering perfect experiences to online customer.
Although, this reported decline in online transactions issues is good news, online customer
experience is still very much a work in progress. The percentage of consumers that are affected by
issues can be specified such as error messages (38%), endless loops (19%) and login problems
(28%) are still extremely high.
Bikramjit Rishi in their study on online shopping finds it a very innovative option for the marketers
in addition to the already existing distribution channels. It is innovative and creative because
marketers can experiment with it in the form of content, visibility and availability. In India online
shopping is considered as a relevant and meaningful alternative channel for retailing and also it is
now an important part of the

Black Box Model Of Consumer Behaviour
The black box model shows the interaction of stimuli, consumer characteristics, and decision
process and consumer responses. It can be distinguished between inter personal stimuli (between
people) or intrapersonal stimuli (within people). The black box model is closely related to the black
box theory of behaviourism, where the focus is not set on the processes inside a consumer, but the
relation between the stimuli and the response of the consumer. The marketing stimuli are planned
and processed by the companies, whereas the environmental stimulus is given by social factors,
based on the economic, political and cultural circumstances of a society (Chuahan, 2013). The
central aim of effective marketing management is to discover what goes on in the mind of the
customer– the black box (source).
Factors Impacting Consumer Buyer Behaviour ... Show more content on Helpwriting.net ...
Risk aversion is a measure of how much consumers need to be certain and sure of what they are
purchasing (Donthu and Gilliland, 1996).Highly risk adverse consumers need to be very certain
about what they are buying. Whereas less risk adverse consumers can tolerate some risk and
uncertainty in their purchases. The second variable, innovativeness, is a global measure which
captures the degree to which consumers are willing to take chances and experiment with new ways
of doing things (Donthu and Gilliand, 1996).The shopping motivation literature is abound with
various measures of individual characteristics (e.g., innovative, venturesome, cosmopolitan, variety
seeking), therefore, innovativeness and risk aversion were included in this study to capture several
of these traits. Measures by Donthu and Gilliland (1996) were used to measure innovativeness and
risk

Essay on Women and Consumer Behaviour
Women and Consumer Behaviour
INTRODUCTION
Consumer behaviour can be defined as "the acts of individuals directly involved in obtaining and
using economic and services, including the decision process that precede and determine these acts."
(Engel et al, 1968, p 5)
Buyer behaviour refers to "the acts of individuals directly involved in the exchange of money for
economic goods and services and the decision process that determined these act. "(Engel et al, 1968,
p 5).
Both consumer and buyer behaviour differ amongst the population as people have different wants
and needs. Therefore it is untrue to say that 'working women buy products and services essentially
the same as non working women.' No two people are similar as ... Show more content on
Helpwriting.net ...
In each society, the culture of that society has a functional purpose. It provides values, beliefs,
attitudes, and behaviours that facilitate human interaction. The culture of a working woman will be
very different from that of a non working female.
Spiro, R.L studies show that Strodtbect, I. L. found cultural differences with respect to the roles of
females were related to differences in decision making. This is because both groups will have
different beliefs and attitudes due to the way they have been nurtured.
Social
In a materialist society economic well–being much determines what social class you are in. If this
was the case, than working women would be in a much higher class than non working. However
focusing primarily on income fails to recognise the differences in spending of disposal income
characteristics of social classes. For example a teacher who earns the same as a truck driver will
spend their money in distinctly different ways, the service and goods will not be the same. (Runyon,
K.E 1980). Working women may spend their money on socialising i.e. with friends etc. whereas a
non working woman may have children and therefore spend much money on the family
Social class differences are variations in life–styles, in values, interpersonal attitudes and self

perception. These differences influence consumer behaviour, shopping patterns, and effective
communications.
Therefore marketing practitioners should understand that

Fishbein Theory Of Consumer Behaviour
Shwu lng Wu ( 2003) in his study "The relationship between consumer characteristics and attitude
toward online shopping" examined the internet users concerns and understandings of online
shopping. He measured the attitude of internet users about online shopping with the help of fishbein
model. Study showed that consumer attitudes can be measured by fishbein model and examined that
consumer characteristics are the main factors that influences the consumer attitudes and online
shopping behavior. All the consumer benefit perception factors positively influences consumer
attitudes towards online shopping. ( Page 41). Shwu Ing Wu says that marketers must adopt new
strategies to get the benefits of online shopping, convenience, more information, effectiveness and
modern, freedom of choice of products and frame the excellent home page to attract consumers to
buy goods and services. Fishbein model was framed so that consumers attitudes towards some
objects can be derived from consumers beliefs and feelings about the different attitudes about the
object. Fishnein model is also known ... Show more content on Helpwriting.net ...
TRA is used to predict how individuals will behave based on their pre–existing attitudes and
behavioral intentions. An individual's decision to engage in a particular behavior is based on the
outcomes the individual expects will come as a result of performing the behavior."
Fishbein's attitude model can be expressed in equation form as (Fishbein, 1967a.

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