Nobody downloaded yet

Consumer Behaviour - Essay Example

Comments (0) Cite this document
Summary
ABSTRACT Starbucks is an upscale, recognized coffee brand enjoying competitive advantage. However, with competition being intense, Starbucks needs to understand the motivation and benefits that consumers seek. The Theory of Planned Behavior (TPB) suggests that behavioral decisions are not spontaneous and depends on values, attitudes and norms…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER97.2% of users find it useful
Consumer Behaviour
Read TextPreview

Extract of sample "Consumer Behaviour"

Download file to see previous pages While the youth and children are the primary decision makers on certain categories of products, among the adults the decision rests with the one who contributes the maximum towards household expenses. Based on these factors Starbucks is advised to cater to the discerning consumers products and service that would make them feel distinguished. Table of Contents 1. Introduction 1 2. Motivation & Benefit 2.1 Theory of Planned Behavior 1 2.2 Self-identity 1 2.3 Uniqueness Theory 2 2.4 Scarcity and attractiveness 3 2.5 Organic coffee and its impact 3 2.5 Customer preferences 4 2.6 Physical environment 4 2.7 Recommendations for Starbucks 5 3. Family Life Cycle and Family Decision-Making 5 3.1 Family Life Cycle 5 3.2 Stages in FLC and choices 7 3.3 Family decision-making 8 References 10 1. Introduction Starbucks is an upscale, recognized coffee brand enjoying competitive advantage. They have 17,000 stores in 49 countries and their greatest strength is their strong brand image and a considerable market share. The UK coffee market, according to a study by Mintel in 2010, is expected to grow and is forecast to be worth GBP976 Million by 2015 (PR Newswire, 2010). On an average adults consume about two cups of coffee per day and Starbucks has less than 1% of the global market share (Kotha & Glassman 2003). Competition being intense, Starbucks needs to understand the motivation and benefits that consumers seek. 2. Motivation & Benefit 2.1 Theory of Planned Behavior Consumer behavior is associated with idealized people and communicates information about consumers (Smith, Terry, Manstead, Louis, Kotterman & Wolfs, 2008). It communicates their personal values and their self-identity. The Theory of Planned Behavior (TPB) suggests that behavioral decisions are not spontaneous but the result of a reasoned process in which behavior is influenced, even if indirectly, by attitudes, norms and perceptions of control over the behavior (Smith et al. 2008). The attitudes, norms and the perception of control over behavior influence behavior through their impact on behavioral intention. Food choices including the intention of consuming environmentally friendly products are all influenced by the TPB. 2.2 Self-identity People buy a product for the value they can deliver. The purpose, the product and the person interact to shape consumer behavior and any changes on any of these could impact consumer behavior (Ratneshwar, Shocker, Cotte and Srivastava (1999). How the product or service contributes to their self-identity and well being influences consumer behavior. The teenagers, for instance, like to be seen at trendy places. To them the social experience and the perceived brand value hold importance (Lockyer 2009). Self-identity is the extent to which the individual sees him- or herself as a typical consumer of a product, and may play a role in the context of the consumer (Smith et al. 2008). Self-identity, an important determinant of behavior, reflects the label people use to describe themselves. To boost their self identity consumers can consume food and also consume food at places that would help distinguish them. Self-identity predicts intentions to consume fair trade products and unique products. 2.3 Uniqueness Theory Food can either be consumed publicly or privately. Consumers like to experience goods and services that will distinguish them from others. Hence advertising should be unique in its appeal to the coffee consumers. ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Consumer Behaviour Essay Example | Topics and Well Written Essays - 1750 words”, n.d.)
Retrieved from https://studentshare.org/environmental-studies/1414556-consumer-behaviour
(Consumer Behaviour Essay Example | Topics and Well Written Essays - 1750 Words)
https://studentshare.org/environmental-studies/1414556-consumer-behaviour.
“Consumer Behaviour Essay Example | Topics and Well Written Essays - 1750 Words”, n.d. https://studentshare.org/environmental-studies/1414556-consumer-behaviour.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Consumer Behaviour

Consumer Behaviour

...?CONSUMER BEHAVIOR Table of contents Table of contents Introduction 2 Consumer Cognitive process and Attitude 5 The Psychology of Brand Marketing 6 Marketing Effects 7 The Hierarchy of Effects Model 7 Consumer Decisions and the Reasoned Action Theory 10 Conclusion 11 References 12 Introduction Companies increase the sales of their products through the application of appropriate marketing strategies which capture the attention of the consumers and arouse their desire for the brand which makes them interested in the product and thus lead them into taking the action of purchasing and using the product. According to Bouhlel, Mzoughi and Slimane (2011), success of a marketing...
10 Pages(2500 words)Essay

Consumer Behaviour

...how the product will be adopted by the consumers. Consumers always demand value for their money when they making any purchase. Companies always seek to understand consumer behavior with respect to product development (Blackwell et al, 2005). Customer preferences change with time and, therefore, continuous assessment of the market is needed. The aim of research is to make sure customers derive satisfaction after consuming the goods, hence, buy more. Buyers’ behaviour is determined by various factors such as attitudes, personality, motivation, gender and the environment in general among others (Folkes, 2006). On the other hand, Blackwell et al (2005) argue...
5 Pages(1250 words)Assignment

Consumer Behaviour

...?Theory Consumer Making Decision Process In product development, it is important to understand consumer behavior. The reason for this is simple - knowing your market is essential in a consumer-centric product that would certainly succeed and be bought. This is particularly important given the fact that today consumers are swamped with brands and alternatives to a specific producer. The competition is cutthroat to say the least. According to Moskowitz, Beckley and Resurreccion (2006), at least 80-90 percent of new products introduced in the market fail within a year of its introduction (199). And so, an understanding of the behavior and motivations of the consumer in making consumption choices and purchases is crucial in developing... a...
3 Pages(750 words)Essay

Consumer behaviour

...between the practices of the profit-making and the collective forms is the character of the social relationships and commitments. What is notable is that being a beneficiary of personal generosity is remarkably enjoyable in spite of the commitments to labour abundantly in return at another time. Moreover, according to available literatures, attitudes within the collective form are itself exceptionally diverse. What food is consumed, with whom, where, when and within what situations is greatly discriminated. One important aspect of behaviour in this form is the capability for various groups of individuals to cope with general social patterns to generate various events and consequences. If the commercial...
13 Pages(3250 words)Essay

Consumer Behaviour

...CONSUMER BEHAVIOUR: By number and of INTRODUCTION: Different organisations have been busy in attracting and retaining more customer through various marketing activities. All marketing strategies and activities are devised keeping in mind the needs and demands of the target market. In order to ensure that the marketing activities are able to generate the desired response and results, it is essential to understand different consumer behaviour. There are different consumer behaviour models and theories which attempts to explain and elaborate various elements of the consumer behaviour (Wells, Ponting, & Peattie, 2010). This in turn allows the organisations to formulate the marketing plan and strategies accordingly. Owing to increasing... ...
11 Pages(2750 words)Essay

Consumer Behaviour

...CONSUMER BEHAVIOUR AUDIT FOR BLACKBERRY PORSCHE P9981 By The of the The of the School The City and State where it is located The Date Selecting Target Market for Blackberry Porsche P9981 A target market is simply a special group of customers that the business aims to bring on-board. For that reason, the business directs its marketing effort to reach this special group of people to win them over. Identification of the target market is the essential element of marketing strategy. Targeting and aiming the correct target market eventually helps the business succeed in selling its products and services. Although, in the definition, we have given a general consideration of the target markets, it is still...
2 Pages(500 words)Essay

Consumer behaviour

...Analysing consumer behaviour and its relationship to marketing BY YOU YOUR SCHOOL INFO HERE HERE TABLE OF CONTENTS 0 Introduction 2.0 Literature review 2.1 What is marketing? 2.2 What is motivation? 2.3 Consumer behaviour 2.4 Linking marketing, motivation and consumer behaviour 2.5 Literature review summary 3.0 Reflective accounts 4.0 Discussion / Analysis 5.0 Conclusion References 1.0 Introduction Consumer behaviour is a complex matter for investigation, dealing with multi-faceted inherent characteristics of buyer segments and external influences that will predict consumption actions. However,...
20 Pages(5000 words)Essay

Consumer Behaviour

... in the new millennium: Theory, practice, prospects”. Journal of Retailing, 78(1), pp. 17-29. McDonnell, I., and Moir, M., 2013. Events sponsorship. London: Sage. Pride, W., and Ferrell, O., 2011. Marketing. Stamford: Cengage Learning. Solomon, M. R., and Bamossy, G. J., 2002. Consumer behaviour: A European perspective. London: Sage Publications. Wilson, T., 2015. Globalization, differentiation and drinking cultures, an anthropological perspective. [Online]. Available at: < http://aof.revues.org/261#tocto2n1>. [Accessed on February 24, 2015]. Wright, R., 2006. Consumer Behaviour. Stamford: Cengage Learning. Zarrela, D., 2010. The Social Media Marketing Book. Toronto: OReilly Media, Inc.... Consumer Behavior Table of...
8 Pages(2000 words)Essay

Consumer behaviour

...Consumer behaviour Executive summary The main aim of this research is to explain the concept related to ethical consumerism and to analyze whether consumers are sensitive towards investigating from where their products are being originated. This paper emphasizes on the attitude of the consumer towards buying of an ethical product. This paper also aims to investigate the influence of bad and good ethical conduct on the buying behaviour of the consumers. The study is focussed on studying the consumer purchasing behaviour. Secondary data have been used in this research such as journals, magazines, books and articles. The findings of this research are based on the companies like Primark that are not aware of the ethical behaviour... of the...
7 Pages(1750 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic Consumer Behaviour for FREE!

Contact Us