...details of offering coordinator MKTG 1052 Buyer Behaviour Singapore Lectures and online support Dr Kaleel Rahman School of Economics, Finance and Marketing RMIT University, Melbourne, Australia kaleel.rahman@rmit.edu.au Name / contact details of other relevant staff Visiting lecturers: Dr Kaleel Rahman / Dr. Linda Robinson / Mr. Brian McCauley Teacher guided hours Learner directed hours Course Description 36 108 Concentrating on buyers needs is fundamental to the marketing concept. The emphasis of this subject is to look more closely at the buyer, covering the factors effecting: • • • • • why people make purchase decisions what products (goods and services) people buy how people go about the purchase process the frequency with which people purchase the buying decision process It is crucial that practitioners are able to usefully apply these buyer behaviour concepts to their marketing programs. The increasing complexity, competitiveness and change in today’s markets require a marketing practitioner to have a thorough understanding of buyer behaviour theories and dynamics if they are to have a competitive edge. MKTG 1052 BUYER BEHAVIOUR S1 2014 Course Guide 1 On completion of the course, students will normally be able to: Learning Outcomes • • Develop familiarity with the theories of buyer behaviour in consumer markets. Enhance their abilities to appraise models of consumer behaviour and determine their relevance to particular marketing...
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...ASSESSMENT COVER SHEET DECEMBER SUBMISSION Unit Number and Title Assessment Title Course Title Assessment Code Unit 17 – Marketing Intelligence - Level 4 Marketing Intelligence – Market Research HND Business HNDBUS Specialist Unit17/October2013 Hand Out Date 11th October 2013 Hand In Date Fri 20th December 2013 Lecturer(s) Kunal Mehta Eulina Ogiste Donna Guthrie Anand Tomar Internal Verifier Stephen Smith Sources of information 1. Course notes 2. Recommended learning textbooks Marketing Intelligence and Planning (2013) Learning Media BPP, London ISBN:9781445368542 Aaker, D. (2011) Marketing Research, John Wiley and Sons, USA ISBN:9781118321812 Robin, J, Birn. (2004) The Effective Use of Market Research, Kogan Page, London ISBN:9780749442002 3. Web Times100 Case studies Tutor2u To be filled by the student THIS IS MY FINAL SUBMISSION (Delete if necessary) Student Name Lecturer Student ID Group (e.g.) Assessment Requirements • An electronic copy of your assessment must be fully uploaded by the deadline date and time. • You must submit one single PDF or MS Office Word document. Any relevant images or screenshots must be included within the same MS Office Word or PDF document. • The last version you upload will be the one that is marked. Your paper will be marked if you have indicated this as your final submission. • Review the mitigating circumstances policy for information relating to extensions. • The file size must not exceed 20MB. •...
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...African FMCG market, and the impact it has on consumer buyer behaviour. Impulse buys are a form of consumer buyer behaviour but could it be that these buys are purchases that are fueled by emotion and desire, for instant gratification and not just a spontaneous urge. Research shows (Shaw, 2014) us that in fact we are drawn out of a subconscious state of being into a conscious one when that “impulse” to buy something not on our list occurs. “Consumer behaviour 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” (Kuester, 2012). This proposal is going to look at different influences and how these influences affect consumer buyer behaviour. Objectives: This proposal is going to establish to what extent the effects of in store advertising and shelf space/product locations have on consumers buying behaviour 1. To examine how in store advertising effects the consumer buying behavior. 2. To determine the effect of shelf space / product locations on consumer buyer behaviour. Further detailing on the above objectives: 1. To examine how in store advertising effects a shoppers buying behaviour This objective is to prove the relationship between how in store advertising such as promotions through price cuts, samples, digital signage etc, have the power to influence the buying behaviour of a shopper...
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...Marketing is a process used to satisfy and consider what products or services are needed by the consumers. There are many alternative definitions of marketing such as the charted institution of marketing “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably”. The American Marketing Association believe that “Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organization goals”. Philip Kotlerinterprets that marketing is 'satisfying needs and wants through an exchange process the common interest in all three definitions is fulfilling customer needs and providing benefits The small business enterprise that I have chosen to discuss is called ‘Hair Today ‘this is a professional hair salon that is situated in the heart of Kentish town for over 30 years. Hair today has a total of 20 employees, including hairstylists, hair washers and administration staff, including a cashier. The salon offers many services such as styling hair, men haircuts, colouring, perming. The marketing process consists of four elements Situation Analysis, Marketing Strategy, Marketing Mix Decisions and Implementation & Control. Situation analysis is when through an analysis the company finds the customer needs but in order to do this the company must recognise its own potential and the environment in...
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...ING INT E RNA T IONA L B U S INE S S S CHO O L JÖNKÖPING UNIVERSITY The traditional vs. the online market A study of consumer behaviour and consumer preferences in the purchase of high-involvement products Bachelor Thesis within Business Administration Author: Denis Čelhasić Tommy Grdić Lukas Özer Tutors: Maya Paskaleva Olga Sasinovskaya Jönköping January 2008 ii Acknowledgements First of all, we would like to express appreciation to our academic tutors, Olga Sasi-novskaya and Maya Paskaleva, for providing valuable feedback and guidance on our work. We would also like to thank Robert Bengtsson, CEO at MindValue AB in Gothenburg, Sweden, for supporting us throughout the research by sharing ideas and vital information concerning the marketing industry on the Internet, as well as the operations of MindValue AB itself. We would further like to take the opportunity to send gratitude to the interview-ees making it possible for us to retrieve the information essential for conducting this study. Finally, our thanks goes to Carl Emil Svedin, legal counsel at Saab AB in Linköping, Swe-den, for taking his time to validate the credibility of our translations made of the transcripts from the interviews. Denis Čelhasić Tommy Grdić Lukas Özer January 2008 Jönköping International Business School iii Bachelor Thesis in Business Administration Title: The traditional vs. the online market: A study of consumer be-haviour and consumer preferences in the purchase of high-involvement products...
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...Marketing - Marketing Mix and Consumer Behaviour: The key is the research. Francesco Giunta Consumer Behaviour: The key is the research. Marketing over the last two decades has made significant progress in terms of segmentation, positioning and targeting of the product. In this progress is included the core aspect of consumer behaviour. The study of such behaviour is a necessity for any company in any business, regarding this it is interesting the analysis of consumer behaviour in purchasing technological products. There are several cases of companies not only in the technology field, leading market research in order to understand how they can maintain the loyalty of existing customers and attract new ones, but not everyone can have positive results. A remarkable example of success is Apple Inc. which with its revolutionary and aesthetically refined products managed to have a tremendous positive feedback from consumers and is able to maintain a strong and lasting relationship. Consumer Behaviour : Marketing Research and Marketing Mix Marketing Research In creating a product and an advertising campaign is essential to consider the target market. It is crucial to know what are the habits of the consumer, their needs when purchasing a specific product and what are the benefits of such purchase. So it is vital to understand how to attract consumers' attention and get a complete picture of the situation. It is possible to do that by following five basic steps/questions...
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...Journal of Electronic Commerce Research, VOL. 6, NO.2, 2005 WEB-BASED SHOPPING: CONSUMERS’ ATTITUDES TOWARDS ONLINE SHOPPING IN NEW ZEALAND Gurvinder S Shergill Massey University Auckland, New Zealand G.S.Shergill@massey.ac.nz Zhaobin Chen Global Integration Ltd Auckland, New Zealand ben_chen46@hotmail.com ABSTRACT The growing use of Internet in New Zealand provides a developing prospect for E-marketers. If E-marketers know the factors affecting online New Zealand buyers’ behaviour, and the relationships between these factors and the type of online buyers, then they can further develop their marketing strategies to convert potential customers into active ones, while retaining existent online customers. This paper is part of larger study, and focuses on factors which online New Zealand buyers keep in mind while shopping online. It also investigates how different types of online buyers perceive websites differently. This research found that website design, website reliability/fulfilment, website customer service and website security/privacy are the four dominant factors which influence consumer perceptions of online purchasing. The four types of online New Zealand buyers; i.e., trial, occasional, frequent and regular online buyers; perceived the four website factors differently. These buyers have different evaluations of website design and website reliability/fulfilment but similar evaluations of website security/privacy issues, which implies that security/privacy issues...
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...BACKGROUND TO PRINCIPLES OF MARKETING INTRODUCTION TO MARKETING Every business, service or product oriented organization must complete its operation by disposing of its products or rendering its services to the customers. Various marketing concepts hold that customers will generally not buy a product they don’t know or they have not been asked/convinced to buy. It is therefore the role of the marketing function in any business to fill this gap and complete the business operation. Definition of Marketing The Chartered Institute of Marketing of the United Kingdom defines marketing as, “The management process which identifies, anticipates, and supplies customer needs efficiently and profitably.” Kibera (1996) defines marketing as “the performance of business and non-business activities which attempt to satisfy a target individual or group needs and wants for mutual benefit or benefits.” Kotler (2006), the American marketing guru provides the definition of marketing as “A social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others.” Kotler and Armstrong (2008) define marketing as “The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.” Core Marketing Concepts 1. Needs – The basic concept underlying marketing is that of human needs. Needs comprise of those things...
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...TASK 1 The main stages of purchase decision making process involve five main and important stages as shown in figure 1.1 below. Figure 1.1 Problem recognition Consumers recognize a problem based on physical cues, stimulus response or a need. Based on scenario 1, Maria is in the state of buying the suitable laptop that suits her higher education’s assessment. Hence, problem identified here is to find the right and suitable laptop. Information search Customers in the information search stage of the buying process look for solutions to their problems or needs. They remember what types of purchases solved a similar problem in the past. Customers also discuss their needs with friends and relatives to see what solutions they may suggest. The consumer receives the most information from commercial sources. These include advertisements, salespeople, catalogues, newspapers, and manufacturer-supplied direct mail. However, the most effective influence often comes from such personal sources as family members and friends. Effective marketers try to identify the information sources and their relative influence on customers. This means asking customers how they heard about the product, what sources of information they turned to, and what influences each source of information had on their purchase decision. This consumer information helps marketers plan advertisements, select information to give to customers, and choose other marketing techniques to meet consumer needs. Since Maria’s...
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...RESEARCH PROPOSAL | To study the relation between the various types of consumers, according to VALS segmentation and the consumer impulse buying behavior. | | TABLE OF CONTENTS Executive Summary | 3 | Background of the problem | 3 | Problem Statement | 4 | Research Objectives | 4 | Review of Literature | 4 | Segmentation Plan | 5 | Research Hypothesis | 6 | Research Design | 6 | Results and Practical utility of the research | 6 | Scheduling the research | 7 | Results and outcomes of the research | 7 | Glossary of Terms | 8 | References | 9 | 1. Executive Summary The vibrant and exotic atmosphere of Delhi local markets can make shopping lots of fun. One of the biggest sectors is apparel sector. Local apparel markets in Delhi sell hundreds or thousands of products daily. It is not only famous in Delhi but people from all over India do their wedding shopping from Delhi shops which are cheap and of new fashion. People do planned as well as unplanned shopping from these local shops. It is usually seen that buyers purchase products which they have not planned and this phenomenon of unplanned purchasing is termed as impulse. There are many factors which lead to unplanned or impulsebuying. This leads us to determine the factors that lead to impulse buying behaviour in consumers as well as to determine which segment (based on VALS classification scheme) of consumers show the most impulse...
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...offerings of value between the buyer and seller. A successful exchange involves: * Two or more parties * All parties must benefit * The exchange must meet both parties’ expectations * Value: is defined as a customer’s overall assessment of the utility of an offering based on perceptions of what is received and what is given * Value = quality / price * Value = benefits expected / benefits received * A Market is a group of customers with homogenous (similar) needs/wants * Geographic markets * Product markets * Demographic markets * Players in the market are: * Customers, consumers * Clients * Partners * Society * Ethics: a set of moral principles that guide attitudes and behaviour * Law and Regulatory Bodies: governs the conduct of individuals plus org behaviour, ensuring actions are beneficial/acceptable to society * Corporate Social Responsibility: businesses have an obligation to act in the interest of societies that sustain them * Stakeholders: individuals, organisations and other groups that have a rightful interest in the activities of a business including: * Owners, employees, customers, partners, government The Marketing Mix * A marketing mix describes the elements that marketers need to consider * There are 4; product, price, promotion, place, * Extra 3; people, process and physical evidence * Target market: a group of customers with...
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...MARKET SEGMENTATION THE ACCESSORIES MARKET FOR MEN MKW 2402 CONSUMER BEHAVIOUR Chrismal Perera 24855871 Thisura Goonawardena 25633872 Pratul Venglet 24943436 Keshav Ramkhelawon 23549785 Srijan Menon 25058568 EXECUTIVE SUMMARY This report critically analyses the internal influences on consumer’s behavior and their buying decisions. The influences described are Personality and Self Image, Motivation and Involvement. These Influences are understood to create a Marketing Strategy for the launching of the New Classic Watch we have chosen. A few potential target markets were analysed, such as Fashion Watch Buyers, Sports Watch Buyers and finally the buyers of Classic Watches. We chose to target Classic Watches as we better understood the internal influences affecting this group and could come up with a strong strategy to successfully target this market and earn a potential return. The need for Self Esteem is a major influence for buyers of Classic Watches. Their professions or social groups demand sophistication and splendor, the individual within these groups have high self esteem and feed their image with products such as classic collectible watches. The level of involvement may be very high because of the huge price tag that accompanies the product. We have recommended to premium price the product to reflect its superior craftsmanship and the expensive material used, it also reflects the majesty and the elegance of the superior classic watch. The watch...
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...Environment 2.1 Macro Environment (a) Political and Legal Environment (b) Economic and Competitive Environment (c) Social Cultural Environments (d) Technological Environment 2.2 Micro Environment 2.3 Competition (a) Competitors of Bosch Kettle 3. Critical analysis of relevant theories 3.1 SWOT Analysis 3.2 Portfolio Analysis 3.3 Porter’s Matrix 3.4 The Boston Matrix (The Product Portfolio) 3.5 Response Hierarchy Model (a) The AIDA Model (b) The innovation – adoption Model (c) The DAGMAR Model Market Attractiveness Model: the GE matrix 3.6 Critical Analysis 4. Critical Analysis of Buyer Behaviour 4.1 Consumer as Buyer 4.2 Conclusion and Analysis 5.0 Buyer Behaviour 5.1 Buyer Behaviour Role in Marketing 5.2 Consumer as Buyer 5.3 Why People Buy 5.4 How people choose (a) what influence Buyers? 6.0 Segmentation Targeting and Positioning Strategies 6.1 Segment Identification 6.2 Consumer basis 6.3 Physiographic 6.4 Geodemographics 6.5 Psychographics 6.6 Segmentation Techniques 6.7 Targeting Through Marketing Mix 6.8 Positioning 6.9 Practical Approaches 7.0 Marketing Mix 7.1 Product 7.2 Price 7.3 Place 7.4 Promotion 8.0 BIBLIOGRAPHY 1. Introduction The kettle assigned for marketing is Bosch TWK 6831. We have analyzed marketing environment and the key issues that are related to...
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...* Marketers use information, develop new ideas and offer something unique/special * Ongoing process Why study marketing? * Market orientation firms have better performance * Better profits, sales volume, market share, return on investment * Marketing drives economic growth/stimulates consumer demand * Every employee is a stakeholder in the success of their organisation The Marketing Evolution * Changed from: * Trade * Production orientation * Sales orientation (e.g. black vs. blue) * Market orientation (i.e. what colour do you want, and matching the product) * Societal market orientation (e.g. to stop consumerism) * Used by small and large, those selling goods and services, private, public, profit and non-for-profit Marketing Exchange * Mutually beneficial transfer of offerings of value between buyer and seller * Two or more parties, each with something of value * All must benefit * Exchange must meet expectations of both parties What is value? * “A customers overall assessment of the utility of an offering based on perception of what is received and given” * Refers to the ‘total offering’ What is the market? * Group of customers with heterogeneous (different) needs and wants (e.g. geographic, demographic, product markets) * Customers * Consumers * Clients (customers of non-for-profit) * Partners (all who are involved in activities...
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...Consumer Buyer Behaviour * Methodology 7 * Main Body 12 * Analysis/Findings 13 * SWOT Analysis 14 * Conclusions & Recommendations 15 * Bibliography 16 * Evidence of Research 17 Aims and Objectives Instructions have been given to the report writer to carry out a marketing survey for new Dental Practice which will specialise in providing treatment for kids. Primary and secondary research methods will have to be applied in order to investigate consumer buyer behaviour. All results will have to be evaluated in a form of report. Afterwards, SWOT analyses will have to be carried out. All findings should facilitate vital decision making and also reduce possibility of failure. Key questions to answer and points to complete: * Is there a market for a Child Dental Practice in Galway? * How many similar businesses/competitors do I have in the chosen location? * Need to explore consumer buyer behaviour and understand the requirements of consumer buyer behaviour. * Understand the importance of market research of this line of business. * Draw appropriate conclusions and recommendations which will provide prospectus for future actions regarding setting up this business Introduction Marketing is an essential part of the whole business world nowadays. It requires understanding the needs and wants of buyers, especially if new product or service will be introduced. Before setting up any business people have to carry out marketing research as to get...
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