Consumer Analysis - Book Report/Review Example

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Specifically, we focus on the Tesco gas stations in the UK. While there are several key alternative that can be accessed by this…
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Consumer Analysis
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Download file to see previous pages Consumers at times cognitively organize brands into categories which make it increasingly difficult for brands to compete with juggernauts such as Coca-Cola because they have seemingly captured their own market (Nedungadi 2005, 498-503). Furthermore, research in psychology and consumer behavior in terms of the information processing paradigm have analyzed the “strength of association” between concepts and has demonstrated the importance that variables including frequency and recent exposure have in impacting the brands strength of association. This becomes important when consumers attempt to retrieve information when given relevant cues (Nedungadi 2005, 498-503). Modern studies regarding categories and categorization processes have set a precedent for the importance of “prototypicality as a determinant of the associated strength between a category concept and members of the category (Nedungadi 2005, 498-503).” Prototypicality is simply a measure of how representative an object is of a category (Percy 2007, 265). This is done by individuals rating how good an example they consider an object to be of a category. This is crucial when considering how consumers perceive brands as opposed to how companies deliver the message of their brand image. Consumers at times cognitively organize brands into categories which make it increasingly difficult for brands to compete with juggernauts such as Coca-Cola because they have seemingly captured their own market (Nedungadi 2005, 498-503). Furthermore, research in psychology and consumer behavior in terms of the information processing paradigm have analyzed the “strength of association” between concepts and has demonstrated the importance that variables including frequency and recent exposure have in impacting the brands strength of association. This becomes important when consumers attempt to retrieve information when given relevant cues (Nedungadi 2005, 498-503). Modern studies regarding categories and ...Download file to see next pagesRead More
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