...Limitations 37 Conclusions & Recommendations 40 References 46 Appendix 49 List of Illustrations Figures Page Figure 1.0: Sears Brands 5 Figure 2.0: Respondent’s Gender 21 Figure 3.0: Past Six Months Mall Visits 22 Figure 4.0: Clothing Stores 23 Figure 5.0: Percent of Respondents that Purchased Fitness Equipment in the Past Two Years 24 Figure 6.0: Fitness Equipment Purchase Location 24 Figure 7.0: Most Popular Sears Brands 28 Figure 8.0: Incentives to Increase the Probability of Entering a Store 30 Figure 9.0: Social Media 31 Figure 10.0: Facebook Presence 32 Figure 11.0: Gender vs. Mall Visits 35 Tables Page Table 1.0: Respondent’s Age 22 Table 2.0: The Appeal of the Kardashian Kollection to Females 23 Table 3.0: Perception of Sears 25 Table 4.0: Cause Marketing Practices 29 Table 5.0: Mall Visits vs. Store Location 33 Table 6.0: Price vs. Trendiness 34 Table 7.0: The Relationship between Perception of Service and Age 36 Executive Summary Objectives This study was an investigation of college students’ perceptions of Sears Department Stores. These included specific aspects that improved consumers perceptions of Sears, and what didn’t. These were also used to...
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...Factors Affecting the Buying Behaviour of the Consumers: Branded vs. Imitation Clothes Mary Jonique M. Enoria Gracil L. Gomez BSBA-MKTG3A \ Abstract The relationship between consumers’ decision-making styles and their choice between imitation and branded clothing is investigated using a sample of Filipino consumers. The objective of this paper is to gauge the factors affecting purchase decision taking comparative perspective as base. Findings are calculated using survey technique and weighted mean method with a sample of 30 participants in Valenzuela. The objective of this paper is to analyze the significance of demographic profile of consumers affecting the purchase decision of branded garments and to observe from comparative perspective of their awareness about different apparel brands available in the Philippines market and also to find out whether there is a significant difference in total expenditure on branded apparels done by male and female. In developing countries, consumers are becoming conscious of fashion brands. The research was directed towards understanding the determinants of clothing involvement of Filipino perspective. A primary research study was conducted on Valenzuela Residents aged between 13 and 22 years using the survey method to know the factors affecting the buying behaviour of fashion clothing in their lives. The scale constructs related to consumption involvement, product involvement, advertising involvement and purchase decision involvement...
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...the white non-Hispanic population between 1980 and now. 2. Subjective Culture | Objective culture | 心理或集体意识A meaning system shared by a group of people;对个人以及个人的行为产生影响Affects individual behavior and mental activities, like heritageTradition, rules, political standards, etc看不见摸不着, 在你脑子里的mental settingYou cannot directly touch or see subjective culture | 具体实物或行为Materials: buildings, tools, clothing,Activities: Family, government, sex life | 3. The culture cycle Ecology rewards certain cultures->these cultures become powerful->people mimic them and they spread influence->a new ecology forms ->ecology rewards certain cultures 4. Ethnocentrism 民族优越感 Believing that one's own culture is "universal" or "normal" and that deviations are abnormal or immoral. -psychology is WEIRD: 68% psychology participants are American, 96% of participants are from Western, industrialized countries. BUT WEIRD countries only make up about 16 of world’s population. And 70% of participants are psychology undergraduates. WesternEducatedIndustrializedRichDemocratic 5. Evidence for culture in animals vs. humans · humans cultures are much more complex and symbolic · humans are much better teachers and learners · humans are most encephalized 大脑发育完全的 6. Explanation for why humans are social/ cultural · Complex social worlds led to a need for successful navigation of complex relationship · More socially adept primates attracted more mates, accrued more resources, and...
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...[pic] IQRA UNIVERSITY “Comparative analysis of consumer preferences for women clothing brands in Pakistan” Foreign brands Vs Local brand Consumer Behavior Research Project Report Submitted to: Shahnawaz Adil PREPARED BY: Jawaria Vohra 4533 (javeria.vohra@hotmail.com) Komal Sarwar 4172 ( komi.sarwar@hotmail.com) Mehwish fareed 4266 (m4mehwish32@gmail.com ) Huma sohail (humasohail90@gmail.com) Mariam Shahid (mariam-marry@hotmail.com) CHAPTER 1 INTRODUCTION 1. Introduction. The topic is being researched upon because the Pakistani women now play a vital role in the economy of Pakistan and now have a greater buying power and consumption pattern while purchasing clothes. Clothing is one of the most essential factors of one’s daily life, especially when it comes to women. Gone are the days when women used to sit back at home and their husbands used to shop and buy them a dress a month. Contrary to it the contemporary fashion market is being revolutionized and being known by the women clothing industry at its major part 1.2 Background Globalization has lead to a vast information and decision making set for everyone. Due to globalization, people are aware of product, their attributes, quality, prices and the number of substitutes they can refer for a certain product or service. As a result of globalization, a gap between nations and their culture have reduced, and people are adopting the trends of other countries...
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...circumstances, there is a need to develop an expanded understanding of how non-US consumers perceive such placements. Product placement like traditional forms of advertising, transmit and reflect the important symbolic meanings and values within a culture. To add in, consumer attitudes toward product placement may also vary depending on the fundamental cultural orientations and values of a particular society. In general, there are abundant cross-cultural comparisons of advertising and promotion but little is known regarding how consumers from different cultures perceive and process product placement in their mind. Other than that, there has also been very limited knowledge on how and to what extent the medium of placement affects perceptions of the tactic. The main purpose of this research is to examine: i. US and Korean college student consumers’ attitudes towards product placements in three different media (films, TV shows, and songs). ii. product placement acceptability based on media genre and product type. Based on the above purpose, researchers have developed five research questions involve in this study. There are: i. What similarities and differences exist in the influence/attention of product placement between the USA and Korea across media? ii. What similarities and differences exist in...
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...Marketing Mix Marketing: the process of conceiving ideas, products and services which are attractive to customers. Goal is to avoid pure competition Target market: group of likely consumers for product and service. Attract them with good marketing mix Marketing mix: shaping the combination of the product and approach to maximize customer value Predict tastes and preferences Attempt to understand human behavior- perception shape behavior, learned behavior over time creates expectations Factors influencing decision: culture, personal preference, economic, time available, life style Cast study: starbucks switching from competitive item to non competitive differentiated product Monopolistic competition structure: Many buyers, few large seller with complete product offering Information about product is no longer complete Sellers now offer very different products Market is not influences by one single buyer or seller Resources are free to move, ease of entry and exit How to find potential customer: segmentation Geographic- city or rural, Europe or middle east. Regional foods ex: Walmart: did it in a small town to avoid competition Demographic – age sex income education tech savvy look for major shifts Psychographic- life style, personality ex: goth Behavior- usage, loyalty, repeat purchase activity: ex: wegmans card Direct your product efforts to a particular segment rather than whole market ...
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...federal court system that were related to the 9/11 backlash (Malos 2010). The September 11, 2001 terrorist attacks on the world trade center in New York City and on the Pentagon in Washington D.C. resulted in violence toward immigrants in general, as well as a vast increase in claims of discrimination and harassment specifically towards American Muslims and immigrants of Middle Eastern descent (Malos 2010). EEOC guidelines now place great emphasis on legal consequences for discrimination, harassment, or retaliation by employers based on affiliation or association with a specific religious or ethnic group; physical, etymological, or ethnic traits and clothing associated with any such group; or the perception or belief that a person is associated with a particular racial, national origin, or religious group, whether or not a perception is accurate (EEOC). EEOC and Claims of Religious Discrimination The EEOC has presented many claims and federal court cases that identified discrimination involving religion and ethnicity (Malos 2010). As of 2007, federal discrimination claims against national origin alone numbered almost 9,400, some 11.4% of all Title VII claims filed, while religious discrimination claims numbered almost 3,000, about 3.5% of all claims filed. These numbers may not be an accurate reflection of true incidences because persons may fear retaliation from their employer or the government if they express their concerns to the EEOC (Malos 2010). Organizations that value...
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...of age groups and genders, along with your fitness enthusiast and “average joe” 3) Perception of stylish workout attire, compared that of Under Armour and Adidas 4) Have store locations/headquarters all around the world 5) Many sports icons are associated with Nike and not their competitors Weaknesses 1) Nike has a diverse range of products, but their main income is dependent on the footwear market 2) Pricing vs that of Under Armour and Adidas 3) A majority of their income/revenue is generated from selling at retail stores instead of Nike stores 4) Very high advertising/endorsement costs; many large sports stars help create the brand they’ve become 5) Bad press for working conditions overseas; something Under Armour and Adidas hasn’t had Opportunities 1) Being a “fashionable” brand, there are many opportunities that Nike is exposed to 2) Nike has grabbed a majority of the younger age, we can reach out and get the elder folks too 3) Nike could build more globally than it already has; many more disposable income markets to hit other than the USA 4) Expansion into sport sunglasses and jewelry lines 5) Nike FuelBand can team up with phone apps so customers can keep track of their calories burned/points earned Threats 1) Sensitivity to price among consumers leads them to purchase the most effective pair of sports shoes 2) Under Armour and Adidas are stealing NIKE’s ideas in clothing/shoes and creating less-expensive & cost-friendly...
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...endorsements influence consumer behavior in fast fashion industry? 1. Introduction The fashion industry has come a long way over the past two decades. In the early years, big players such as Marks & Spencer offered a relatively straightforward fashion retail choice. However, with the lower cost of starting a retail outlet, the market has become more crowded since then. So called fast fashion retailers, are by no means the only one who succeeded and grew over the past years. Overall, the fast fashion retailers experienced a greater growth compared to the fashion industry as a whole (Cachon and Swinney, 2011). Such retailers are now ubiquitous and spotting a person on the streets who does not wear at least one fast fashion clothing item is rare. The key point to success lies in their business model; making the trends available to everyone. The rapid global changes have restructured the way fashion retailers do business. In today’s competitive market, using celebrity endorser to promote brands on television is a fairly common practice (Erdogan et al. 2001). Celebrity endorsements is believed to help consumers remember the message of the advertisement and the brand name the celebrity is endorsing. This creates the personality of a brand because when a celebrity is paired with a brand, this image helps shape the image of that brand in the minds of consumers (Argrawal & Kamakura, 1995). Celebrity endorsement is a new strategy in brand selling that affect the...
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...Running Head: PROMOTIONAL & ADVERTISING STRATEGIES: NIKE vs. UNDER ARMOUR Promotional & Advertising Strategies: Nike vs. Under Armour Contemporary Business March 8, 2015 Promotional strategy can determine a company’s success. Promotion, according to Kurtz, is the function of informing, persuading, and influencing a purchase decision (2013). Throughout this paper, I will compare and contrast promotional strategies between two major sporting apparel companies: Nike and Under Armour. I will also show how pricing decisions of each company has resulted in competitive gain or loss. I chose to write about Nike and Under Armour because they are two major sport apparel companies competing to win consumers over. Even though Nike is the “big dog”, and Under Armour is the “underdog”, both companies have phenomenal marketing strategies. Marketing managers for both companies promote through television, radio, internet, direct mailings, and newspaper and magazine ads. This is called integrated marketing communications or IMC (Kurtz, 2013). Nike has come up with a new product and marketing strategy aimed at finding ways to capture the woman’s sport apparel market after years of failed attempts (Warner, 2005). After interviewing different women, Nike found that most women want a sports outfit that has cross-functional uses. One consumer stated that she wants a nice outfit that’s suitable for hanging out with friends, wearing it to work, or simply to...
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...with a body Dumped the almost naked, barefooted Sadhu at McCoy’s feet and left McCoy took his pulse; Stephen and 4 Swiss gave outer clothings Japanese refused to transport the Sadhu down to the hut with their horse Stephen attempted to help the Sadhu but was suffering from altitude sickness McCoy took off, leaving the Sadhu with Stephen Sherpas carried Sadhu down to a rock at 15,000 feet; Japanese gave the Sadhu food and drink Sadhu was last seen throwing rocks at dogs Fate of Sadhu unknown What happened high on the Himalayan pass? Describe all the people who were there. Why is the incident so important and memorable for McCoy? Sadhu • Hindu monk • Renounce material attachments, food, clothing and shelter • Leaves behind all material attachments • Lives in caves, forests and temples • Never ending pilgrimage • Rugged life (eg. early morning bath in cold mountain) • Wears little or no clothing Source: http://www.ehow.com/how_4425905_become-hindu-sadhu.html Why is the incident so important and memorable for McCoy? • Doesn’t know the final outcome • Lessons about the corporate world was learnt What do you think is the “basic ethical dilemma” referred to by McCoy? Basic Ethical Dilemma Should McCoy have done more? What factors may have influenced the various hikers’ decisionmaking? The perception among some that “the Sadhu has himself to blame for the predicament”, the Sadhu was not deserving of the same solicitude due to a “well-dressed...
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...price of, or market for, a security, commodity or currency.[1] Market manipulation is prohibited in the United States under Section 9(a)(2)[2] of the Securities Exchange Act of 1934, and in Australia under Section s 1041A of the Corporations Act 2001. The Act defines market manipulation as transactions which create an artificial price or maintain an artificial price for a tradeable security. * Hobby -> product * Perception = view, opinion, taste, feeling, sound(hearing), touching, smell -> Sensory Stimulation Smell – Nose Touch – Skin See – eyes Sound – ears Tastes – Mouth * Expose to products -> attention -> Interpretation * Associating with sensory stimuli * Percepting * 1. Sensory Marketing Sample of perfumes [ Smell ] Music (in Zara – club music) [ Sound ] * Subliminal Messaging : Subliminal stimuli (pronounced /sʌbˈlɪmɨnəl/, literally "below threshold"), contrary to supraliminal stimuli or "above threshold", are any sensory stimuli below an individual's absolute threshold for conscious perception. Visual stimuli may be quickly flashed before an individual may process them, or flashed and then masked, thereby interrupting the processing. Audio stimuli may be played below audible volumes, similarly masked by other stimuli, or recorded backwards in a process called backmasking. Introduced in 1895, the concept became controversial as "subliminal messages" in 1957 when marketing practitioners claimed its potential use in persuasion...
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...The role of self concept in understanding brand experience, brand attachment and brand loyalty in the consumption of premium clothing brands Londiwe Mkhize Student Number: 28531907 A research project submitted to the Gordon Institute of Business Science, University of Pretoria, in partial fulfilment of the requirements for the degree of Master of Business Administration. 10 November 2010 © University of Pretoria ABSTRACT The foremost argument of this research is that self concept is of fundamental influence in the choices consumers make when purchasing luxury clothing brands. The objective of this research was to determine the relationships between self concept and the experience, attachment and loyalty that consumers have towards brands. The research further sought to confirm the role that identity theory plays in brand consumption. Sixty-nine respondents were surveyed via an electronic tool to understand how they view the role that self concept plays in the experiences they encounter with clothing brands. Experts were also interviewed to gain deeper insights into brands and the importance that communication and branding strategies play in developing brands for consumption. Ttests and bivariate regression was performed in order to determine relationships amongst the constructs. The findings show that consumers place a relatively high importance on the brand experience and self concept constructs. Marketing and advertising companies have an enormous responsibility...
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...Puffery in Advertisements: The Effects of Media Context, Communication Norms, and Consumer Knowledge ALISON JING XU ROBERT S. WYER JR. Ads often contain puffery—product descriptions that purport to be important but actually provide little if any meaningful information. Consumers’ reactions to these descriptions depend on whether they perceive themselves to be more or less knowledgeable about the product than others whom the ad is specifically intended to influence. When an ad appears in a professional magazine that is read primarily by experts in the product domain, puffery generally increases the ad’s effectiveness. This is also true when the ad appears in a popular magazine but readers perceive themselves to know less about the product than consumers at large. If readers believe they know as much as or more than general consumers, however, puffery decreases the ad’s effectiveness. In addition, the media context in which an ad is encountered has a direct effect on judgments by consumers who perceive themselves to have little knowledge about the type of product being advertised. O magazines, such as Dairy Field and Dairy Foods, which are primarily read by processors and suppliers in the dairy food industry. Dannon is not alone in using promotional materials that consumers do not understand. In some cases, advertisements describe technical details that are only appreciated by experts in the product domain to which the ads pertain. Other attribute descriptions...
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...of market research,marketing mix and service innovation for Zara 6 2.1 The importance of market research for ZARA 6 2.2 The importance of Marketing mix for ZARA 9 2.3 The importance of ZARA’S Service innovation 11 3 Marketing techniques for manager-decision 12 3.1 Segmentation ,targeting & positioning 12 3.2Marketing objectives and goals 14 3.3Marketing strategies and programmes 15 4 Conclusion and suggestions 17 References: 19 appendix…………………………...…………………..20 The market analysis of ZARA Introduction As one fashion brand of the Inditex Group, ZARA were founded in Spain in 1975, by Amancio Ortega and Rosalía Mera. When its first store provide low-priced lookalike products of popular, higher-end clothing fashions, after then turn out to be a success, and Ortega began opening more across Europe. During the 1980s, the company started to change the design, manufacturing, and distribution process to cut lead times and respond to the latest trends in a faster way, that is so-called "instant fashions". The company based its improvements on the usage of IT system and using groups of designers rather than...
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