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.
Nobody downloaded yet

Consumer Behaviour ( Paraphrase assignment) - Essay Example

Comments (0)
Summary
College Name Consumer Behaviour The Body Shop 4/17/2011 Table of Contents Table of Contents 1 INTRODUCTION 3 THE BRAND AND ITS PRODUCTS 3 PSYCHOLOGICAL CORE 4 PERCEPTION 4 EXPOSURE 5 ATTENTION 6 INTERPRETATION LEADING TO PERCEPTION 8 SENSORY THRESHOLDS 8 THE ROLE OF SYMBOLISM 9 COLOURS 10 LEARNING 11 OPERANT CONDITIONING 11 MARKETING APPLICATIONS OF BEHAVIOURAL LEARNING 12 MEMORY 12 MOTIVATION AND INVOLVEMENT 13 ATTITUDES AND BEHAVIOUR 17 COMPONENTS OF ATTITUDE 17 THE MESSAGE 19 PERSONALITY 20 PSYCHOANALYTIC THEORY (FREUD) 21 BRAND PERSONIFICATION 22 SOCIAL-CULTURAL INFLUENCES 22 CONSUMER DECISION-MAKING PROCESS (CDP) 24 NEED RECOGNITION 25 INFORMATION SEARCH 25 PRE-PURCHASE EVAL…
Download full paper
GRAB THE BEST PAPER
Consumer Behaviour ( Paraphrase assignment)
Read TextPreview

Extract of sample
Consumer Behaviour ( Paraphrase assignment)

Download file to see previous pages... Analysing CB helps marketers understand the reason and the mechanism of how consumers make specific buying decisions. The study of CB can be used to explain why customers behave in specific ways- what are the motivating factors for the customers, what are the factors that catch a customer’s attention, what retains their faithfulness towards a product, brand or company and what turns a customer into “fan” of an organization (Blackwell, Engel, & M, 2006). The objective of this assignment is to analyse the various business theories, models and practices in the area of consumer behaviour. We will specifically analyse the practices being followed by ‘The Body Shop’ (TBS) to influence consumer buying. ...
ity of “The Body Shop” can be explained as a result of its marketing activities which make an enormous impact on the psychological facets of consumer thereby affecting the Consumer Decision process. PSYCHOLOGICAL CORE The marketing activities undertaken by an organization influences the factors in the psychological core of a consumer. These activities are aimed at creating awareness and demand for the product which influence the Consumer Decision process. Hence, it is important that marketers analyze the psychological core which comprises of the following components: PERCEPTION Consumers undergo different stages of processing in which various stimuli are input and stored. However consumers do not passively process all the information that is present but only a small number in their environment is ever noticed. Of these, an even smaller number are attended to. The meaning of stimulus is interpreted by the three stages: exposure (or sensation), attention and interpretation. These three make up the process of perception. The figure below provides an overview of the perceptual process. Figure 2: An overview of the perceptual process Source: (Quester, Neal, & Hawkins, 2007) EXPOSURE Exposure occurs when a stimulus comes within range of our sensory receptor nerves (Quester, Neal, & Hawkins, 2007). TBS practices a lot of random and deliberate exposure. Advertisements in magazines, promotional offers and information on new products in e-mails, hoardings and TV advertisement are one mechanism of increasing the exposure of TBS products to the consumers. One of the advertisements that was recently scene in the ‘Vogue’ magazine of November 2010 edition which creates awareness for its new fragrance- Dreams Unlimited is shown below: Figure 3: Recent TBS advertisement seen in ...Download file to see next pagesRead More
Comments (0)
Click to create a comment
CHECK THESE SAMPLES - THEY ALSO FIT YOUR TOPIC
Consumer Behaviour
onsumer Behaviour 15 The Case of Dulux 16 Conclusions 17 References 18 Introduction The paper focuses on to study the impact of the marketing mix elements of a Consumer Branded Company on the Consumer Behaviour approaches pertaining to Cognitive, Affective and Behavioural responses.
12 Pages(3000 words)Essay
Consumer Behaviour
Success, in fact survival of the business is dependent on business’ capacity of understanding its customers (Evans, Jamal, and Foxall, 2010). Acknowledgement of the importance of this fact has given birth and rise to domain of study of consumer behaviour.
12 Pages(3000 words)Essay
Consumer Behaviour
These subcultures of consumption are created in order to make it easy for the marketers to understand and target a particular set of customers with same preferences and norms (Schouten and McAlxendar, 1993). One of the emerging consumption subcultures in the today’s high tech environment is the online shoppers and buyers.
8 Pages(2000 words)Essay
Consumer Behaviour Assignment
Acts of consumption are being said to be driven not only by practical needs but also by consumers' desires to make statements about themselves in relation to others (Benson, 2000; Dittmar, 1992; Kadirov and Varey, 2006; Moynagh and Worsley, 2002). Piacentini and Mailer (2004) refer to processes of 'symbolic consumption', whereby individuals use products as mechanisms to create, develop and maintain their identities (see also Phillips, 2003).
12 Pages(3000 words)Essay
Consumer Behaviour
They believe that animals should not be maltreated, used as clothes, eaten or used for entertainment purposes. To reach its target audience, the organisation has divided their advertisement strategies into outdoor, print ads, radio ad, television ad, and web ads. For print
12 Pages(3000 words)Essay
Consumer Behaviour
ore is the internal process which provides knowledge and information to consumers to influence their decisions whereas the consumers’ culture is the external process (Abramovich). In this report, the consumer decision making process of Red Bull has been discussed. The scope of
12 Pages(3000 words)Essay
Consumer Behaviour
There are different consumer behaviour models and theories which attempts to explain and elaborate various elements of the consumer behaviour (Wells, Ponting, &
11 Pages(2750 words)Essay
Consumer behaviour
Theory would seem to dictate that knowledge of consumer behaviour and their motivations will dictate whether one marketing strategy is successful over another, through incorporation of consumer behaviour and motivation as considerations of marketing activities. This report
20 Pages(5000 words)Essay
Consumer Behaviour
It is facilitated by the ethical behaviors of the consumers who ensure that they pay fair prices for the commodities they purchase from the producers. Fair trade is considered as the best alternative approach to trading
8 Pages(2000 words)Essay
Consumer behaviour
This paper also aims to investigate the influence of bad and good ethical conduct on the buying behaviour of the consumers. The findings of this research are based on the companies like Primark that are not aware of the ethical behaviour of the consumers. The
7 Pages(1750 words)Essay
Let us find you another Essay on topic Consumer Behaviour ( Paraphrase assignment) for FREE!
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us