...ABSTRACT This report is derived from the impact of branding on customer behavior in regard to Dove brand and it’s associativity in FCMG market. The prime objective of this write-up is to study, analyze and present the cause and effects of branding on consumer behavior. Emphasis has been laid on precisely discussing different branding approaches, their effective influences and effect on product identification and purchasing behavior of the target consumer croup. The impact of branding on consumer purchase decision has been studied. The different approaches of influencing market positioning of the company and product through promotion have been discussed herein. The methodology incorporated includes both primary and secondary research data, pertaining to directly and exclusively collected information and views from Dove users and employees and results or analysis from credible magazines, online portals, discussion forums, journals etc. respectively. The data sampling has been thereon used to ascertain outcomes and derive results and presenting a better view of the entire branding-promotion-consumer cycle. Keywords: Branding, consumer buying behavior, brand management, Nike CHAPTER ONE - INTRODUCTION Chapter One introduction mainly concern with the background study of the project focusing to the study of the case. The concern also given to the research aims and objectives of the research as well as research question which comply with the dissertation. The focus also...
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...IMPULSE BUYING IN SUPERMARKETS: CASE STUDY OF SUPERMARKETS ALONG THIKA ROAD SUPERHIGHWAY. BY: PRESENTED TO G. NDUATI A project proposal submitted in partial fulfillment of a degree in International Business Administration (marketing) ABSTARCT The case study will aim at collecting information from respondents on the factors affecting impulse buying. The research design to be used in this study will be descriptive research. CHAPTER 1 1.0 INTRODUCTION. 1.1 Background of study. Impulse buying occurs ―when a consumer experiences a sudden, often powerful and persistent urge to buy something immediately‖ (Rook, 1987). Impulse buying may be consequent to consumer perceived environmental cognitions or experienced internal states or traits, which can evoke positive reactions from shoppers that lead to profit gains (Newman & Patel, 2004). Most shoppers occasionally buy on impulse. This pervasive phenomenon draws substantial research interest. At present dramatic increase in personal disposable incomes and easy to get credit availability have made impulsive purchasing in retail environment a major leisure and lifestyle activity. Impulsive purchase behavior is driven by pleasure seeking goals causes a consumer to experience desires for products. There exists a need to explore more the impulse buying behavior in a non-Western context, especially for those emerging countries as they are becoming the most lucrative markets in the...
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...How Busy Lifestyle Affect Consumer Buying Behavior | Submitted ToMr. Md. Tamzidul IslamAssistant ProfessorBRAC Business SchoolBRAC University | Date : 12/01/2015 | Md. Sarower Mahabub: 13264022 Abu Bakar Siddik : 14164061 Yeasmin Ara : 13264030 Himadree Barua : 13264077 | Table of Contents Introduction: 2 Consumer Behavior: 3 Factors Affecting Consumer Behavior: 4 Objective of the Report: 5 Limitation: 5 Analysis Part: 6 Working Hour: 6 Monthly shopping frequency: 6 Impact of occupation on shopping: 7 Mode of Shopping: 7 Online shopping service using reason: 8 Super mall using reason: 9 Likert scale analysis: 9 Findings: 10 Recommendation: 10 Conclusion: 10 Introduction: In recent years there is a huge transformation in the consumer lifestyle, which has been influenced by the demographics, socio-cultural factors, psychographics, preferences, norms and behavior. Consumer per capital income of people has increased; rising disposable incomes continue to drive increased spending and to generate consumer demand for a wide range of new goods and services. The current generation does not mind paying extra for better facilities and ambience. However, with this notion of ‘perceived usefulness’ in a wider context supports how people nowadays are living in an era of quite hectic and busy working lifestyles, and thus it has become very difficult for most people to go shopping outside their homes, making shopping online a...
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...Market research on Consumer buying behavior Of Lipstick Submitted by Group 3 Shikha Ashwitha Harini Jayanth Pradeep Shreyas Index 1. CONCEPT * Consumer Behavior 2. RESEARCH METHODOLOGY 3. DATA ANALYSIS * Understanding Consumer Behavior * Understanding Brand Preference * Other observations 4. RECOMMENDATIONS 5. Bibliography CONCEPT CONSUMER BUYING BEHAVIOUR: What influences consumers to purchase products or services? The consumer buying process is a complex matter as many internal and external factors have an impact on the buying decisions of the consumer. When purchasing a product there are several processes, which consumers go through This model is important for anyone making marketing decisions. It forces the marketer to consider the whole buying process rather than just the purchase decision (when it may be too late for a business to influence the choice!) The model implies that customers pass through all stages in every purchase. However, in more routine purchases, customers often skip or reverse some of the stages. For example, a person buying a favourite hamburger would recognise the need (hunger) and go right to the purchase decision, skipping information search and evaluation. However, the model is very useful when it comes to understanding any purchase that requires some thought and deliberation. The buying process starts with need recognition. At this stage, the buyer recognises a problem or need (e...
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...?Purpose: The main aim of this paper is to propose a market segmentation approach based on all phases of wine purchase and consumption process. To this aim, we investigated the main components of wine purchasing behavior and the socio-demographic profile of those who are both wine buyers and consumers. ?Design/methodology/approach: Starting from consumer behavior literature, we identified six phases in the purchasing process and we operationalized each of them. A structured questionnaire was developed according to such framework and an empirical study was carried out. We realized 630 interviews to wine buyers and consumers. Then, we performed a cluster analysis in order to identify the most relevant market segments. ?Findings: Four main segments emerged from the cluster analysis. A description of demographic and behavioral features characterizing the identified segments is provided. ?Practical implications: The proposed framework may provide a clear guidance to reach a market segmentation able to address effectively the marketing strategies. By characterizing different groups of consumers on the base of multiple variables related to each phase of the purchasing process, the proposed segmentation has implications both for strategic decisions, such as positioning, and operative ones (i.e. product, price, place, promotion). 1. INTRODUCTION In the last decades wine market has been characterized by radical changes on both sides of supply and demand, thus making...
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...influence on consumer buying behavior Zain-Ul-Abideen (Corresponding Author) Department of Management Sciences, Abbasia Campus, The Islamia University of Bahawalpur, Punjab, Pakistan. E-mail: zuabideen@gmail.com Salman Saleem Department of Business Administration, Federal Urdu University of Arts, Science & Technology, Islamabad, Pakistan. E-mail: salmankhan302@gmail.com Abstract Advertising is a form of communication intended to convince an audience (viewers, readers or listeners) to purchase or take some action upon products, information, or services etc. This paper investigates the relationship between independent variables which are environmental response and emotional response with attitudinal and behavioral aspect of consumer buying behavior, by tapping the responses of 200 respondents using telecommunication services from Rawalpindi, Islamabad, and Lahore (cities of Pakistan). The major findings of the study demonstrate an overall normal association between the variables but in-depth analysis found that emotional response of consumer purchase behavior is the variable that results into strong association with the consumer buying behavior. It is true that people purchase those brands with which they are emotionally attached. This study reports new evidences in the field of consumer buying behavior of consumers pertaining to the local markets of these cities of Pakistan. Keywords: Environmental response, Emotional response, Consumer buying behavior. 1. Introduction Almost...
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...Decide: Analyzing Consumer and Commercial Buyer Behavior Dawn Lane Keller Graduate School of Management Abstract This activity was carried out to consider factors that influence and affect buyer behavior. Marketing suggestions for sales growth of Graves Enterprises, were analyzed against marketing research of buyer behavior and purchase patterns. This research was then used determine if the proposed plans would be successful in doubling sales for both the consumer and commercial markets of Graves Enterprises. Both plans involved creating new product lines and raising the cost to increase sales. It was determined that both consumer and commercial buyer’s were happy with their current products and ranked price of the product over any other attribute. This suggests that creating a new line alone would not be a justifiable incentive to purchase the new Graves products. This “You Decide” report presents the analysis of marketing suggestions submitted by the marketing directors at Graves Enterprises. Their suggestions are a review of primary and secondary research conducted to help determine a marketing strategy that will double sales in both the consumer and commercial markets of Grave Enterprises within the next year. The first analysis is aimed at the consumer market, while the second is an analysis at how to grow the commercial market. Consumer Products The determination must be made as to whether Joshua Edwards’s market research and recommendations in the initial...
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... | |[pic]Market offerings |[pic] | | |some combination of products, services, information, or experiences offered to a market to| | |satisfy a need or want | |[pic]Marketing myopia |[pic] | | |mistake of paying more attention to the specific products a company offers that to the | | |benefits and experiences produced by these products | |[pic]Exchange |[pic] | | |act of obtaining a desired object from someone by offering something in return | |[pic]Markets |[pic]set of actual and potential buyers of a product or service | |[pic]Marketing management |[pic] | | |art and science of choosing target markets and building profitable relationships with them| |[pic]Market segmentation |[pic]dividing the markets into segments of customers ...
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...16, 2013 Case Study Analysis The subject case studies are designed in order to conceptualize the cross-cultural consumer behaviors, their effects on business and company activities while analyzing the case study. The main realm of subject study is the consumer behaviors in global perspectives. The studies are also aimed to create the sense in the students about how to analyze the case study. So to achieve the said objectives the extensive literature review is conducted including the evaluation of consumer behaviors and their decisions regarding purchases while including the lessons learned by the Apple regarding the differences in consumer behavior and purchasing decisions between the Japanese market and the market outside of Japan. The consumer behaviors during the field survey administered under subject study are found dissimilar across the cultures. These dissimilarities in behaviors of the customers across the cultures affect the company’s marketing mix strategies. These effects are discussed in sections created below. Likewise the lessons learned from the Walt Disney Company about consumer behavior and purchasing decisions at Hong Kong Disneyland has also been added as a part of study while explaining various issues that may influence the behaviors of the consumers. Lastly the survey administered identifies the reasons behind the Japanese consumers’ behaviors of hating the iPhone. Consumer Behavior Consumer behavior refers to the study of why, when, where...
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...Research The actual goal of the research process is to evaluate the customer’s buying behavior of cars by taking Tata Nano as the primary example and analyzing car-marketing segments in the automobile industry in order to support the Indian automobile companies especially Tata Nano, for improving their market sales. Scope of the Research The main scope of this project is to analyze the information on the Indian automobile industry and the car marketing aspects of automobile industry by considering Tata Nano as an example. This research will provide the detailed overview on the automobile industry in India and the changes in the Indian automobile industry after the establishment of Tata Nano. It will cover the different aspects related to the car marketing like the marketing plans and marketing strategies required for success. Factors of the Research The main factors of this project are as follows: * The overview of the Indian automobile industry * The detailed information on the buying behavior of the customers when they buy cars Research and Study Within the process of completing this research, hasn’t faced any obstacles until now and in the process of gathering the information from the different types of data collection methods of secondary source of data, there are some limitations and restrictions for collecting the information. In the process of gathering the information from the articles and case studies of previous scholars the researcher was asked to...
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...A research proposal on The impact of marketing In Consumer Behavior in Apple mobile phone in UK. Course work B Name: SID: WORD COUNT: Name: SID: WORD COUNT: Contents 1.0 Introduction 3 1.1 Research aim and objectives 3 1.2 Research Questions 4 2.0 Literature Review 4 2.1 Marketing Strategy 4 2.2 Marketing Plan 4 2.3 Marketing Mix 5 2.4 Differentiation and Segmentation of market 6 2.5 Generic strategy 6 2.6 Skimming and Penetration 7 2.7 Consumer Behavior 7 2.8 Theoretical Framework 8 3.0 Research Methodology 8 3.1 Framework-Attitude Theory 8 3.2 Research Approach 9 3.3 Data Collection 9 3.4 Sampling Techniques 9 3.5 Accessibility Issues 10 3.6 Ethical Consideration 10 3.7 Data Analysis 10 3.8 Limitations of the Study 11 4.0 Timetables 12 References 13 1.0 Introduction Marketing has a large influence over the consumer buying patterns as marketing motivate people to buy their product so that they can do business. Marketing identify the target market and the potential customer of that target market. It is a key source for customer acquirement as the consumer are whom generate profit for the organization. Apple follow a competitive marketing strategy as they hold a large market share in the world’s mobile phone. Apple become a giant in household technology because of their unique marketing strategy. Apple Inc. follow exclusivity technique in its marketing strategy which make them the giant in mobile phone industry...
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...Understanding customers and their behavior Table of Contents 1. Task One: 1 1.1 SWOT analysis: 1 1.2 Key Products: 3 1.3 Adaptation of the organization marketing mix: 5 2. Task Two: 7 2.1 Marketing Objectives: 7 2.2 Globalization Concepts: 8 2.3 Behavioral trends and environmental factors: 8 2.4 International business and management process: 9 2.4.1 International human resource management: 9 2.4.2 International marketing: 10 2.4.3 International logistics: 10 Reference List 10 Understanding customers and their behavior Cotswold Business Supplies is a leading furniture retailer and wholesaler in the U.K. the company intends to expand its business activities in foreign market. This report basically will concentrate on some related issues regarding this. This report is produced on the basis of two tasks. The two tasks are specifically shown in the following. 1. Task One: Before any discussion, the SWOT analysis of the Cotswold Business Supplies should be analyzed. 1.1 SWOT analysis: Basically, SWOT analysis explains a company’s current marketing situations. It also indicates the potential threats and opportunities. Valentin (2001) argued that, basically SWOT analysis involves with a company’s strength, weakness, opportunities and threats that it faces. On the other hand, Bloodgood and Bauerschmidt (2002) described that, there remain two factors regarding this. They are internal and external. Internal factors include...
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...ANELINA YASENOVA BAEVA ONLINE CONSUMER BEHAVIOR WEB EXPERIENCE ELEMENTS IN ONLINE CLOTHING MARKET September 2011 MASTER THESIS IN MARKETING ONLINE CONSUMER BEHAVIOR Web Experience Elements in Online Clothing Market Student: Anelina Yasenova Baeva Supervisor: Professor Doctor Arnaldo Fernandes Matos Coelho September, 2011 ONLINE CONSUMER BEHAVIOR – Web Experience Elements in Online Clothing Market Abstract Online shopping in EU has been shown to be a good potential market. Clothing represents a high percent of the individuals shopping. Buying clothes online gives customers the opportunity to find a great variety of products, customers can review a wide selection of products and find special offers with the best deals online. However, the tangible and intangible problems of clothing online shopping still exist and the online store retailers lack the customer knowledge in some extent. Therefore, the intention of the thesis is to explore customer behavior when purchasing clothing online through investigating the factors that can affect online consumer`s attitudes, intention and actual consumers` behavior. The study investigates the main web - experience factors that customer takes into consideration when purchasing clothes online. Yet, the most important online elements are categorized in two main groups: customer - oriented factors and technology - oriented factors. The autor used quantitave research in term of survey to analyze the consumer`s attitutes towards the web...
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...Assessing Youth’s Buying Behaviour towards Sports Shoes (A Case Study of Nike) Dissertation in “International Marketing”, 20 Swedish credits (30 ECTS) Author: Srungaram Narsimha Vamshi Krishna Supervisor: Venilton Reinert Professor: Svante Andersson S.S.No. 810609-3035 Contents Pg No. 0 Acknowledgement Abstract 1. Introduction and background 2. Purpose of the study 3. Literature review a. Types of consumer’s buying decision behavior b. Complex buying behavior c. Dissonance d. Variety 4. The buying decision process a. Introduction of buying decision process b. The buying decision process c. Evaluation of alternative d. Purchase decision e. Post purchase behavior 5. Theoretical frame work a. Consumer involvement theory 6. Consumer behavior models a. Introduction and Intergradations of three models b. Hierarchy needs of consumer behavior model c. Consumer behavior model d. Lens model 8. Nike’s Introduction (Nike’s Case Studies) a. Financial performance b. Employees c. Contract factories d. Nike branding 9. Methodology of the Study a. Introduction b. Method c. Types of research d. Research approach e. Population and sample f. Instrument to collect the data g. Research validity and reliability 10. Analysis of the study a. Graphical analysis 3 4 4 8 8 10 10 10 11 10 10 11 11 12 12 12 12 14 14 15 16 18 19 19 20 20 20 21 21 21 21 22 22 23 23 24 26 1 b. Empirical analysis qualitative part c. Empirical analysis of quantitative part d. Over all analysis of the study...
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...Questions regarding the reading? Prof. Dr. Wengler Page 58 Day 2 Principles of Marketing GIMS – PSG Coimbatore Winter Semester 2013/14 Current Economic (World) News Prof. Dr. Wengler Page 59 Day 2 Principles of Marketing GIMS – PSG Coimbatore Winter Semester 2013/14 Agenda 09.00 a.m. – 09.30 a.m. 09.30 a.m. – 10.45 a.m. 11.00 a.m. – 12.15 p.m. Repetition & News Review Selection of Product & Market Competitive Advantage 12.15 p.m. – 01.30 p.m. Lunch-Break 01.30 p.m. – 03.15 p.m. Marketing Intelligence Case Study 1 “Registration of new automobiles in Germany” Consumer Behavior 03.30 p.m. – 05.45 p.m. Prof. Dr. Wengler Page 60 Day 2 1. Selection of Product & Market Principles of Marketing GIMS – PSG Coimbatore Winter Semester 2013/14 Selection of Product & Market Objectives The aim of the class “Principles of Marketing” is to teach you the tools to develop an own marketing plan for a selected product, which you will have to apply in your first research project. However, the choice of the product and therefore the market, is on your side. In the next hour you have the opportunity to present us the product you selected and on which you are going to write the marketing concept. Again, we are going to use the ‘vernissage’ to present our products to the fellow students. Tasks Introduce your product shortly to your fellow students by answering the following questions: o What product did you choose? o Why are you interested in this product...
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