...Analyzing Buyer Behavior MM520: Marketing Management Analyzing Buyer Behavior Graves Enterprises is a maker of consumer and commercial grade floor care products. Currently, Graves Floor Care Products are marketed at a price comparable to direct competitors in both markets. The products are also distributed through the same channels. Though Graves Floor Care Products are superior to the other floor care products with whom they are in competition with, there has not been any emphasis placed on this superiority that would make distributors and retailers choose Graves above the others. As the new Vice President of Marketing, I have been tasked with finding a way to make Graves Floor Care Products more marketable, hence increasing sales in both the consumer and commercial market. I have requested that my marketing directors review the various primary and secondary market research available in each of their areas. I have asked each of them to create a new marketing plan which would include their target markets, analysis of their primary competitors, a pricing position, and a distribution strategy. Their findings and my recommendations are summarized below. Research showed that the consumer products target market for Graves Floor Care Products is homeowners, age 29 – 59, with a household income of $75 -$150K. The products primary competitors are rented carpet steam cleaners, Kleen Floor Spray ‘n Vac and Kleen Floor Spot Cleaner, and those who do nothing to clean their carpets...
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...ANALYZING BUYER BEHAVIOR FOR GRAVES ENTERPRISES DEVRY UNIVERSITY (KELLER GRADUATE SCHOOL OF MANAGEMENT) According to Kotler, A consumers buyer behavior is influenced by four major factors; cultural, social, personal, and psychological factors. These factors cause consumers to develop product and brand preferences. Although many of these factors cannot be directly controlled by marketers, understanding of their impact is essential as marketing mix strategies can be developed to appeal to the preferences of the target marketmarketers with clues to reach and serve consumers more effectively. When purchasing any product, a consumer goes through a decision process. This process consists of up to five stages: problem recognition, information search, evaluation of alternatives, purchase decisions and post purchase behavior. The length of this decision process will vary, ranging from a shorter routine response behavior, to limited problem solving and a more comprehensive extensive problem solving. A consumer may not act in isolation in the purchase, but rather may be influenced by any of several people in various roles. The number of people involved in the buying decision increases with the level of involvement and complexity of the buying decision behavior. Every individual is different from each other. One personal idea cannot be enough for the product’s success. Only strong research of consumer behavior in the bundle with innovative technologies would lead to the leadership...
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...Project Marketing Management 571 Analyzing Consumer Buying Behavior Factors that influence consumer decision making Consumer buying decision process Techniques of analyzing consumer buying behavior The aim of marketing is to meet and satisfy target customers' needs and wants better than competitors. Marketers must have a thorough understanding of how consumers think, feel, and act and offer clear value to each and every target consumer. Successful marketing requires that companies fully connect with their customers. Adopting a holistic marketing orientation means understanding customers – gaining a 360 degree view of both their daily lives and the changes that occur during their lifetimes so that the right products are always marketed to the right customers in the right way. The product must bring a benefit to the customer in order for the company to maximize its profit. Consumer decision-making processes are undertaken by consumers in regard to potential market transaction before, during, and after the purchase of a product or service. A consumer's buying behavior is influenced by cultural, social, and personal factors. Cultural factor carries the most impact on consumer buying decision-making. Culture is the fundamental determinant of a person's wants and behavior. Two children growing up in different countries would have significantly different beliefs and values in life. Therefore their buying decision-making will not be the same...
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...Chapter 7 Analyzing Business Markets and Buyer Behavior Business buyers purchase goods and services to achieve specific goals, such as making money, reducing operating costs, and satisfying social or legal obligations. Therefore to provide superior customer value to the business buyers this chapter familiarizes you with the underlying dynamics and process of business buying. Blanket contract establishes a long-term relationship in which the supplier promises to resupply the buyer as needed at agreed-upon prices over a specified period. Because the seller holds the stock, blanket contracts are sometimes called stockless purchase plans. Product value analysis is an approach to cost reduction in which components are carefully studied to determine if they can be redesigned or standardized or made by cheaper methods of production. Organizational buying is the decisionmaking process by which organizations establish the need for purchased products and services and identify, evaluate, and choose among alternative brands and suppliers. The Business Market versus the Consumer Market • • • Fewer buyers: Business marketers normally deal with far fewer buyers than do consumer marketers. Larger buyers: Buyers for a few large firms do most of the purchasing in many industries. Close supplier customer relationship: Smaller customer base and importance of larger customers, suppliers have to customize offerings to meet the needs of individual customers. • Geographically concentrated buyers Derived...
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...by the potential buyers and receiving value from the potential buyers for the value that they have received. When marketers want to create something that has value to the potential buyers, marketers must know first, what do the potential buyers need or want. As a marketer, it does not make any sense if we sell something that does not have value, or if the marketers want people to purchase something that they do not need of even want. Marketers can not force anyone to do something. They can only ask them to buy their product or service. Some people might not care about what they are asking for. So, in the business of selling product or service, we know word “marketing”. Marketing is an art of identifying and meeting the people’s needs and wants. It is all about communication between two parties that profitable for the both sides by exchanging value. Marketing is not that easy to do. As we know, we can not mess with the “free will” of the people around us or people that we see as the potential buyers. It is up to them if they are willing to buy the marketers’ products or service. In this case, the marketers have to do their marketing activities. Their job is to tell people that their product or service is suit with the people’s need or want. Therefore, the marketers have to know what do people need or want. How can the marketers find out about what the people need or want? They analyze the potential buyers. They have to collect data about the potential buyers. The data is all...
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...To: Upper Management From: Jimmy Blodgett Subject: External Analysis of U.S. Cola Industry Date: August 31, 2014 Purpose of the Report Per your request, our team has spent the last month analyzing the competitive environment of the cola industry in the United States. Utilizing tools such as the Porter’s Five Forces Framework and PESTEL (political, economic, social, technological, ecological, legal factors) we were able to better create an external analysis of the industry. These tools are necessary in performing a successful external analysis. Throughout this memo we will apply these tools to the cola industry and we will highlight how these tools helped us to form a decision. Based off of our findings in the analysis, it is our recommendation that we should not launch a new product within the cola industry. Threat of Entry Remains Low The Cola industry in the United States is dominated by two competitors, Coke and Pepsi. These two firms accounted for 72% of the U.S.’s CSD market sales volumes in 2009 (“Cola Wars Continue”, pg.2). There are many social factors that account for this advantage. Both Coke and Pepsi began operations in the late 1800’s and they have used their history to build strong customer loyalty. Coke has even focused their advertising around the use of their product being a typical part of the American lifestyle (“Cola” pg.6). With such strong customer loyalty it would be extremely challenging for any new product to...
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... 4 SWOT Analysis 5 Macro Environment 6 Micro environment 7 Marketing Research and Marketing Intelligence 8 Segmentation 9 Marketing Positioning 10 Buyer Behavior 11 References 12 Introduction: The Airline companies now a day are mainly depending on marketing to attract new customers and to maintain sustainable relationships with them by promotions, Rewards and Loyalty programs. Qantas is one of those biggest and oldest airlines in the world who managed to keep making profit out of their businesses but still need to keep this profit despite all the challenges and competitions they are facing. By Good planning, have a clear company objective and by Analysis Qantas will guarantee keeping its Group in constant level but the world is changing and buys are effected by those changes so Qantas has to keep between its eyes those variables and act based on it. Marketing Planning and Auditing: Marketing planning is a series of activities and systematic processes used after the setup the main objective for an organization and those steps guides how to achieve the organization goals. Marketing Auditing is part of marketing planning process and it is conducted in the beginning of the planning process and it continue analyzing while implementing the plan as it contain both internal and external influences on marketing planning. Qantas will undertake marketing planning and Auditing as it is an effective way to ensure that...
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...auto finance companies have also played a significant role in boosting automobile demand, especially from the population in the middle income group. Presently many international brands like Honda, Suzuki, etc. are competing with Indian brands such as Bajaj, Enfield etc. to capture Indian markets. These aggressive marketing strategies have resulted in making the consumer the major key for success in the industry. Each product offering is now designed to meet and exceed the expectations of the consumer. But understanding consumer behavior and knowing consumers is never simple. And it is more difficult that to understand what a consumer perceives about the product. Customers may say one thing but do another. They may not being touch with their deeper motivations. They may respond to influences that change their minds at the last moment. THEORETICAL BACKGROUND OF STUDY Market The term market may be considered as a convenient meeting place where buyers and sellers gather together for the exchange of goods and services. Market means a group of people having unmet wants, purchasing power to make their demand effective and the will to spend their income to fulfill...
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...and empirical studies 11 2.5 managerial recommendations in translating CSR in global SC into practice 12 3.0 Conclusions and suggestions for future research 14 4.0 Reference List 15 Executive Summary Integrated supply chain has becoming a significantly important role in the competitive landscape because companies are searching for strategic benefits. Apart from the advantages derived from those more coordinated supply chains, certain social obligations become a concern to business. In reality, the codes of conduct in terms of the CSR are developed by many organizations, especially the buying companies, in order to manage the business behavior of their partners with procurement and supply chain system. It makes it clear that all purchasing companies should be responsible for and pay attention to the ethical business behaviors of their suppliers. However, it is difficult to find any relevant guidance and rules about the issue in current literatures even though the management of CSR has become a significantly important problems to...
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...ntroduction: Consumer Behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Here we are analyzing buying behavior of three customers. The products are of three categories: - low end, medium end and high end. For low end, i have chosen the product- Shampoo. For medium the product: - Dress kit and for high end i have chosen the product: - latest released Mobile (HTC m8). These feedbacks will show what are the thinking process and the perception of the consumers about these products and then analyzing these responses. Here we are analyzing the response of only three persons. The description of each analysis is given in the next page. Here interview is taken for three people on three different products Category A A mundane product or service costing less than $5. * Here product is PARK AVENUE BEER Shampoo. * Bought by Mounika...
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...BID-1: Study the consumption behavior of old age population According to the Indian Census Bureau, the proportion of people aged 60 years and over has increased from 5.3 % to 8 % from 1981 to 2011. United Nations Population Fund found the number of over-60s will increase from around 100 Million today to more than 300 Million by 2050. Given the important consequences that this phenomenon is having and will continue to have on society, we are interested in studying the consumption behavior of the old age population. The study can be carried out in two major streams of research. * Research on Information processing * Research on Consumer Behavior (Cognition, Attitude and Behavior) Following theoretical framework can be used for carrying out the research. Lifestyle Products Lifestyle Products Age Related Needs Lifestyle Consumer Responses Attitude * Advertisements * Technology Attitude * Advertisements * Technology Activities Activities Interests/ Hobbies Interests/ Hobbies Biological * General * Symptoms * Senses Biological * General * Symptoms * Senses Social * Relations * Availability Social * Relations * Availability Psychological * Processing * Emotions * Personality Psychological * Processing * Emotions * Personality Cognition * Sources of information * Store...
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...MGT220 Principles of Marketing Long Exam No. 1 Review Guide CHAPTER I : Marketing: Creating and Capturing Customer Value 1. What is Marketing? 2. The Marketing Process a. Understanding the marketplace i. Customer Needs, Wants, Demands ii. Market Offerings iii. Marketing Myopia iv. Markets b. Designing a customer-driven marketing strategy v. Marketing Management vi. Market Segmentation vii. Target Marketing viii. Market Positiong ix. Value Proposition x. Marketing Management Orientation 1. Production Concept 2. Product Concept 3. Selling Concept 4. Marketing Concept 5. Societal Marketing Concept c. Preparing an Integrated Marketing Plan and Program xi. Marketing Mix xii. Integrated Marketing Program d. Building Customer Relationship xiii. Customer Relationship Management xiv. Relationship Building Blocks 6. Customer Value 7. Customer Satisfaction xv. Partner Relationship Management e. Capturing Value from Customers xvi. Customer Loyalty xvii. Share of Customers xviii. Customer Equity 3. The changing Marketing Landscape CHAPTER II : Company and Marketing Strategy Partnering to Build Customer Relationships 8. Strategic Planning 9. Steps in Strategic Planning ...
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...CONSUMER BUYING BEHAVIOR TOWARDS MOBILE PHONE BUYING AMONG UMP ABSTRACT Consumer buying behavior refers to the buying behavior of the individuals and households who buy goods and services for personal consumption. Factors affecting how customers make decisions are extremely complex. There are many factors that can affect this process as a person works through the purchase decision. According to the black box model of consumer behavior, there are two main stimuli that is related to buyers response towards buying a certain product, in this research; mobile phone. But, which one can be much more influencing than the other in terms of buying decisions. But, which one can be much more influencing than the other in terms of buying decisions. Based on the black box model of consumer behavior, this research’s objectives are to find out the relationship between environmental factors with buyers decision making process. This study also intends to compare the two elements in environmental factors in terms influencing buying decisions to find out which stimuli is the main stimuli that mostly influence consumers mobile phone buying decisions. A survey questionnaire were conducted among 100 randomly chosen UMP students. INTRODUCTION According to Kotler and Armstrong (2001), consumer buying behavior refers to the buying behavior of the individuals and households who buy goods and services for personal consumption. Consumers around the world are different in various factors...
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...their daily lives and the changes that occur during their lifetimes so that the right products are marketed to the right customers in the right way. Connecting With Customers Creating Customer Value, Satisfaction, & Loyalty Analyzing Consumer Markets Analyzing Business Markets Identifying Market Segments and Targets Consumer Behavior • The study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. According to the book entitled Consumer Behavior: A Primer by Gail Tom – Selective reality is understanding the world from a consumers perspective. By understanding the consumer’s perspective, marketers can give consumers the right product, at the right price at the right time at the right place. But in so doing, are marketers merely reflecting the consumers subjective reality or are they unintentionally or maybe intentionally, also exaggerating, distorting, altering, the consumers needs and wants? And is this for the better or is this for the worst? Cultural Factors - Culture, subculture, and social class are particularly important influences on consumer buying behavior. Culture is the fundamental determinant of a person’s wants and behavior. Through family and other key institutions, a child growing up is exposed to values such as: achievement and success, activity, efficiency and practicality, progress, material comfort, individualism, freedom, external comfort, humanitarianism...
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...to focus on total customer satisfaction as a way of encouraging brand loyalty in a highly competitive marketplace. With this in mind, you’ve been assigned to analyze three specific issues as you continue working on Sonic’s marketing plan. · How (and how often) should Sonic monitor customer satisfaction? · Would you recommend that Sonic use the Net Promoter method? Explain your reasoning. · Which customer touch points should Sonic pay particularly close attention to, and why? Chapter 6 You’re responsible for researching and analyzing the consumer market Sonic’s Smartphone product. Look again at the data you’ve already entered about the company’s current situation and macroenvironment, especially the market being targeted. Now answer these questions about the market and buyer behavior. ·...
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