Contact Us
Sign In / Sign Up for FREE
Go to advanced search...

Marketing Communication - The Consumer Behaviour of Individuals Belonging To the Age Group of 30-50 - Case Study Example

Comments (0) Cite this document
This paper "Marketing Communication - The Consumer Behaviour of Individuals Belonging To the Age Group of 30-50" focuses on the fact that the 21st century has been often been dubbed as the age of competition. This century is categorized by the advent of globalization. …
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER94.5% of users find it useful
Marketing Communication - The Consumer Behaviour of Individuals Belonging To the Age Group of 30-50
Read Text Preview

Extract of sample "Marketing Communication - The Consumer Behaviour of Individuals Belonging To the Age Group of 30-50"

Download file to see previous pages Porter stated three basic strategies that could be adopted by firms. These are cost leadership, focus and differentiation strategies.
Customers can be categorised into different categories based on their age, social status, purchasing power etc. A categorisation of customers assumes importance as different customers have specific needs which must be fulfilled by firms.
The present study analyses the consumer behaviour of individuals belonging to the age group of 30-50 in the United Kingdom and prepare an effective marketing communication program that would be used to reach out to this particular customer category.
Segmentation is a tool that is often used by marketers to segregate customers on the basis of certain factors. Segmentation is defined as “a process that uses data to understand a customer’s needs and how they decide to purchase one product over another”. This technique tends to segregate customer on the basis of similarities in their buying behaviour (Fahnestock, 2008, p.3).
Application of segmentation offers certain unique advantages to an organization. Firstly it helps in providing tailor-made products to each customer category having different tastes. Secondly, it helps in better allocation of resources among different product lines. Finally, it also helps in countering the threats of competition posed by the advent of numerous competitors in the market (Bannon, 2004, p.4).
The UK has about 13141300 individuals belonging to the age group of 30-44 years. Of this, approximately 6521700 are males and the rest are females (Office for National Statistics, 2009, p.11). Statistics reveal that an average household in the United Kingdom spends close to 471 Pounds a week. It was also stated that individuals in the age group of 30-49 were higher spenders and spend approximately 582 Pounds a week which is much higher as compared to the average spending of the total population of the nation.
The lowest spending was exhibited by individuals in the age group of 75 and above, with weekly average spending of approximately 217 Pounds (Office for National Statistics-a, 2010).   ...Download file to see next pages Read More
Cite this document
  • APA
  • MLA
(Marketing Communication - The Consumer Behaviour of Individuals Belong Case Study, n.d.)
Marketing Communication - The Consumer Behaviour of Individuals Belong Case Study. Retrieved from
(Marketing Communication - The Consumer Behaviour of Individuals Belong Case Study)
Marketing Communication - The Consumer Behaviour of Individuals Belong Case Study.
“Marketing Communication - The Consumer Behaviour of Individuals Belong Case Study”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Marketing Communication - The Consumer Behaviour of Individuals Belonging To the Age Group of 30-50

Consumer behaviour and marketing

The only plausible way to do this is to ensure that the targeted customers are responding positively to the products or services of these companies. Marketing is one of the best ways to make sure that these customers have a connection to the companies’ products or services that is desirable. However, with the increased customer awareness and insight into brands all over the world, the marketing strategies of the companies have had to undergo a tremendous metamorphosis as a way of trying to predict the consumer behaviour and their influence on the businesses. According to Bian & Moutinho (2011, p. 200), customers have a great impact on the way a particular business behaves in the aspect of branding, usage, perception and even qual...
12 Pages (3000 words) Essay

Consumer behaviour and marketing

... in a different country or cultural perspective is to study the behaviour of consumers. Consumers around the world, tend to behave and respond differently to a product that is advertised and promoted in a similar manner across regions. Variations in their behavioural patterns depend upon the culture and traditions of the regions where they were bred and brought up. It is a tough challenge for any marketer to figure out these minute differences and behave accordingly so as to popularise their product among the concerned population. At first however, it is necessary to identify various groups of consumers to be served. Fundamentally speaking, there can be five different types of customers that marketers need to attend to irrespective...
10 Pages (2500 words) Essay

Marketing Consumer Behaviour Theories

The positive or negative attitude towards the product is also based on behavioral traits of the consumers. The consumers purchase the product based on their perception of those particular objects after acquiring data from various relevant sources. Consumers of different market possess different buying behaviors and expectations from the product or brand. In this paper, the concept and theories of consumer behavior in the marketing environment will be highlighted properly. It has been illustrated that how the consumer behaves in a particular situation and how their behavior gets altered while purchasing a product. The literature review of the consumer behavior will be explained briefly and the consumer behavior of Pepsi and Coca Co...
8 Pages (2000 words) Essay

Internet Marketing and Consumer Behaviour

...?Blog Internet Marketing and Consumer Behaviour Search Engine Optimization, Pay per Click, Banner Ads or any other form of digital and internet marketing, the world if Internet Marketing is getting tough and to survive one need to stay on his toes and adopt the changes in the industry. The whole point of Internet Marketing at the end of the day is to attract visitors to the website and convert in to leads and sales. Leads and sales is the target and in order to achieve that we build high quality links, get benefit from the lower hanging fruits and lots of repetitive work and finally we are able to achieve top rankings from the desired key phrases. Theoretically, you win! Yapiee! You should get sales now but what happens, when you get...
3 Pages (750 words) Essay

Cardiac Disease among African American Male, Age 30 to 50

... to conduct community diagnosis on a regular basis (Centre for Health Protection, 2009). The Cardiac disease discussed has certain problems related to diagnosis among the target group that is the African American males between the age limit 30-50. The death rate of males than the females in respect of heart disease is constantly rising. Death by heart disease is high in the African American males in comparison to the white people. In general in the US, death by Coronary Heart Disease (CHD) has lowered with respect to gender as well as race. In 1995, it was reported that African American males have 42% higher death rate by heart disease compared to that of the white males and 65% higher in females (Center for Health Statistics Report, 2002...
8 Pages (2000 words) Essay

Consumer Behaviour (Marketing)

... the chocolates and biscuits that are available in the market." It is visible from her views that the reference group to which she belongs have strong influence on her TV viewing pattern. The theory of reference group is further evident in her case when she hardly shows any interest in the radio channels, as she never hears any of her friends discussing about it. Viewing / Listening pattern of Member 4 (Ms. B) Ms. B does not like watching TV. She prefers to catch up with her child's schoolwork or helping her mother in the kitchen or chatting with her father after returning from office, in this way she says, " I am able to make up for the time I have spent away from my family members." She only listens to radio. She has inherited the love...
8 Pages (2000 words) Essay

Group Report : Consumer Psychology/Behaviour Research Project

...-Esfahani, M. H. (2011). Decisive factors in medical tourism destination choice: A case study of Isfahan, Iran and fertility treatments. Tourism Management, 32(6), 1431-1434. Arts, J. W. & Bijmolt, T. H. (2011). Generalizations on consumer innovation adoption: A meta-analysis on drivers of intention and behavior. International Journal of Research in Marketing, 28(2), 134-144. Schiffman, L. & Carlson, J. (2013). Consumer behaviour. Pearson Higher Education AU. De Mooij, M., & Hofstede, G. (2011). Cross-cultural consumer behavior: A review of research findings. Journal of International Consumer Marketing, 23(3-4), 181-192....
4 Pages (1000 words) Essay

Marketing and Consumer Behaviour

Promotion aims to generate a hunger in the customer for the product and selection of the place of availability of the product is based upon the premise of easing the accessibility of the product for the target group of customers. Highlight on the thus evident customer centrism of the entire process of marketing.

Importance of Consumers – Focus on the fact that it is the customers that make the purchases, and this role of the customer is that crucial element which actually converts all the promotion plans, cost reducing and quality improving activities, advertising of the brand etc into profits for the organisation. Therefore final objective of all marketing strategies and activities is to make the consumer buy the...
8 Pages (2000 words) Assignment

Marketing Communication - Consumer Culture and Behaviour

...Consumer Culture and Behaviour Table of Contents Part 1: Research 2 Newarke House Museum 2 New Walk Museum and Art Gallery 5 Part 2 Analysis 7 Marketing Communication 7 Consumer Behaviour 9 Reference Group Influence 11 Conclusion 15 References 17 Bibliography 20 Appendix 21 Introduction The Newarte House Museum and The New Walk Museum are situated in Leicester, United Kingdom. The two museums come under the Leicester City Council under the category of Leicester Museums and Galleries. The museums in Leicester City promote the art and the culture of UK. Events are organized to promote the traditional as well as modern and popular cultures are explored through the museums. Not only the people of Leicester is benefited by these museums...
16 Pages (4000 words) Assignment
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 Case Study on topic Marketing Communication - The Consumer Behaviour of Individuals Belonging To the Age Group of 30-50 for FREE!

Contact Us