...quality in college students living off campus. American Journal of Health Promotion, 28(2), 80-87. This journal examines the relationship between the dietary patterns of college students and the frequency of purchasing foodstuffs and beverages from campus restaurants, fast foods and bringing packed lunch from home. This is important in the quest to ensure the health requirements and overall wellness of students is catered for. A research is conducted in one community college and one public university, both in Twin Cities, Minnesota. The target...
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...1999 a huge craze being described as Potter mania came into existence following the humungous hype created by the harry potter fans. This led to a huge demand for harry potter books, movies and goodies. Millions of fans waited in lines outside the book stores to get their first copies of the books. These people known as the ‘Potter heads’ created a huge fandom which included both children and adult alike, despite J.K Rolling original marketing the book for children aged 9-12. Thus, here in this research paper we are analyzing the various aspects and factors causing this bandwagon effect esp. among youth. • Why individuals make irrational choices based on the information they receive from others? • Why people decide to ignore their personal information signals and follow the behaviour of others? • What are the major drivers to propel this behaviour? • What common factors are found among such people? What differentiates them from other sections of population. • What are the pronounced effects to be seen? Are they good or not? Etc. In layman’s term the bandwagon effect refers to people doing certain things because other people are doing them, regardless of their own beliefs, which they may ignore or override. The perceived "popularity" of an object or person may have an effect on how it is viewed on a whole. For instance, once a product becomes popular, more people tend to "get on the bandwagon" and buy it, too. The bandwagon effect has wide implications, but is commonly...
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...water is yet to be truly determined because expert opinions continue to suggest that “bottled water may be no safer or healthier than tap water” (Baumgartner, 2011, p.1). This study examines the various sentiments behind Americans’ desire for either bottled or tap water by looking at the preferences of a sample of students from a small Midwestern university. Literature Review In nearly every grocery store, convenience mart, office or employment setting, and most homes in America there is a presence of bottled water. If someone was born before the 1990’s, tap water was generally the only source of drinking water that was considered to be consumed daily. Today, bottled water is consumed at a rate very comparable to tap water. “In 2008, 8.67 billion gallons of bottled water were sold in the United States resulting in an average annual per capita consumption of 28.5 gallons” (Sullivan, 2011, p. 10). Among colleagues, friends and family, preferences and beliefs about the purity differences of bottled water and tap water is a widely discussed topic. Although there is an ongoing debate as to whether bottled or tap water is healthier, a topic that cannot be debated is that bottled water consumption has been and is on the rise (Figure 1). Sources such as The FDA Consumer state that Americans purchased about “5 billion gallons in 2001” (Bullers, 2002, p. 14) as opposed to the 8.67 billion gallons consumed in 2008 (2011, p. 10). Figure 1 There has been much debate about the accuracy...
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...TARLAC STATE UNIVERSITY COLLEGE OF BUSINESS AND ACCOUNTANCY MARKETING MANAGEMENT TO DETERMINE FACTORS WHICH INFLUENCED FM STUDENTS IN CHOOSING MCDONALD’S MEAL In Partial Fulfillment of the Subject Requirement In Marketing Research Submitted by: BARTOLO, LYKABETIZA M. JAVIERTO, JEFFREY M. MKM 2-3 Submitted to: DR. ELIZABETH AMURAO To determine factors which influenced 50 selected FM students in choosing McDonald’s Meal BACKGROUND OF THE STUDY: Ray Kroc started it all when he bought the franchise of a small burger joint owned by Dick and Mac McDonald, and opened his first restaurant in Des Plaines, Illinois in 1955. Now, McDonald’s has more than 30,000 restaurants, serving nearly 50 million people in over 119 countries everyday, making it the number one quick-service restaurant in the world. George T. Yang built the first Golden Arches in the Philippines in 1981. As of 2005, McDonald’s Philippines is a 100% Filipino-owned company. From its first restaurant along Morayta, Manila in 1981, McDonald’s has grown to become one of the leading fast food chains with close to 300 restaurants nationwide! With Kenneth S. Yang at the helm, McDonald’s is now a multi-billion peso company that continues to expand and serve Filipinos all over the country. McDonald’s is a customer-oriented company that strives to offer Filipinos a combination of great tasting, quality food products at value prices with excellent service. Well loved McDonald’s products like...
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...Methodology The methodology of a Simulated Test Market can typically be broken down into five steps. First, respondents are selected to provide a sample of consumers who satisfy predetermined demographic characteristics. Next, consumers are shown commercials or print ads for the test product as well as ads for competitor’s products. Then, consumers are given the opportunity to purchase, or not purchase, the test product either in a real or simulated store environment. After they’ve had the opportunity to use the product, consumers are re-contacted in effort to determine the likelihood of repurchase, as well as other information relative to the use of the product. Finally, this information is processed through a computer and various other programs that assess the data; in order to, generate outputs such as estimated sales volume and market share. There are many advantages to Simulated Test Markets. They are relatively fast and typically take only eighteen to twenty-four weeks, as opposed to the twelve to eighteen months standard test markets usually take to set up. Additionally, Simulated Test Markets are exceptionally confidential and competitors are less likely to know about the test and more importantly the data collected. Another advantage is that they tend to be extremely cost efficient by producing helpful information at a very low cost, typically 5-10% that of the cost of standard test markets. However, there are a couple of large scale disadvantages. The first...
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...companies. Thus, types of media used are important in order to determine the effectiveness of advertisements. The aim of the present study is to examine the impact of fast food advertisements on consumers’ buying behavior. There are two main objectives of the paper which i) to examine the influence of fast food advertisements on IIUM students’ purchase decision and ii) to investigate the media preferences of IIUM students. The convenience sampling method used to collect data and 105 questionnaires distributed to IIUM students. The finding shows a positive relationship between fast food advertisements and consumers’ buying behavior. Besides, the finding reveals that, TV advertisement is the most preferable media among IIUM students. Keywords: fast food advertisements, consumers’ buying behavior The Impact of Fast Food Advertisements on Consumers’ Buying Behavior Introduction Background of the study For the past several years, the pattern of fast food consumption increasing tremendously among the young generation in Malaysia. The increase in the number of fast food outlets around Malaysia is proven as the growth of the Malaysian fast food industry. Among popular fast food restaurants in Malaysia are MC Donald’s (McD), Kentucky Fried Chicken (KFC), Subway, Pizza Hut and many more. According to Jekanowski, Binkley, and Eales, (as cited in Hazrina, 2010) Malaysian fast food industry is rapidly growth due to changes in a lifestyle of people in major cities. Thus, advertisements play...
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...EFFECTS OF UNDER AGE DRINKING AND DRUG ABUSE TO THE BRAIN Paul Were ENG110 Instructor: Luciano Proposing a Solution 10/06/2012 Under age drinking and drug abuse is a very serious issue. Many of the students in our communities are consuming alcohol in alarmingly high quantities and at equally alarming frequencies. On average, at least a certain percentage of young people report or admit having used drugs once in their lifetime. Tobacco is often the first drug young people use, if they choose to use alcohol and illegal drugs. Teens claim to do this when they are upset, alone or bored. For many, alcohol consumption and drug abuse among young people has gone well beyond the occasional rite-of-passage levels their parents may have experienced. Because it is a neurotoxin chemical, alcohol consumption and drug abuse by students is not only affecting their academic performance but also their social behavior. Manifesting itself well before these students finish high school, drug and chemical dependency is an issue that cuts across all social-economic boundaries and leads to serious ramifications for teens and young adults. There is a need to educate parents and teens to reduce the severity of the problem and give our young people a chance for a productive future life. Drug use in adolescence is a very high risk causing permanent changes to the brain, brain injury, directly or indirectly, as well as chronic changes. Brain damage or acquired brain injury is the destruction...
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...discussion of consumption and expenditure are important to economics, environmentalism, geographical analysis, and many other fields. In this study, analyzing the food consumption and expenditure patterns of students away from home can be used for future implementation of university policies that would offer financial and other assistances for the students. During 1998-1999, students in U.K. who are studying independently showed an upward shift in their expenditure pattern on food, bills, and other household expenses. This increase in the students’ expenditure is mostly because of inflation (Callender, 2000). According to Callender (2000), 10% of these students said that they thought about dropping because of financial difficulties while three out of five students who are studying away from home thought that financial difficulties have negative effects on their studies. However, 86% of these students still believe that going to the university would benefit them financially in the long run With this in mind, students will most likely to perform better in school if they can get some help regarding their financial difficulties. And since these students are away from their families, they resort in foods that are ready-to-eat and easy-to-cook meals which also add to their expenses and can have certain nutritional implication on them. Palma (2002) said that more and more Filipinos eat less at home. Majority of these people includes working mothers, drivers, and students. According...
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...stated in an article that there are factors are inclined with overweight that can influence the child’s readiness to learn and achievement. “Children’s basic nutritional and fitness needs are met and they attain higher achievement levels”. According to this article if children who are not nutritious during in their brain’s formative years score lower in the areas of vocabulary, reading comprehension, arithmetic and general knowledge. When fasting in morning it would have a negative effect on the cognitive performance even if the children are healthy and well-nourished. Proper nutrition has positive effects in enhancing academic performance. It relieves hunger as well as it improves the school performance of the students. It also increases the math and reading skills and student behavior. (http://www.californiahealthykids.org/articles/NPA_3.pdf ) According to Monique Barb (2008) that there are lots of young people are observant in the new products on the market. People don’t choose the food by its taste but by commercial. Because of the commercialized products we cannot focus on what to buy because people are attracted to it. They don’t care about much of the content and having a healthy body is having a good academic performance. According to Jenny Hildenbrandt (2010), families now have quick, less-nutritional meals that may lead to unhealthy eating habits. These adolescents may have a greater risk to their cognitive development. Having healthy food choices becomes an...
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...strategy development 12 Business strategy implementation 13 Conclusion 14 Introduction To keep itself competitive and ensure long-term sustainability of the business, companies keep on making effort to innovate and revitalize their product and service portfolio. Such practices require substantial efforts in researching the consumer demands or expectations, assessing product feasibility and identification of potential market opportunities. The insights derived from such efforts plays critical role in developing and supporting various strategic decisions taken by company to expand its business scope and explore new business opportunities. The market research is performed by the companies to solve certain specific business objectives, among which the exclusive purpose can be mentioned as: assess the revenue generation prospect of the business opportunities, evaluate the competitiveness of the company, identification of the expectations or demand of customers and corresponding capabilities of the company. Corresponding to such objectives, this specific paper intends to perform an exclusive market research for assessing the market opportunities for the Red Bull with respect to its product line of chilled coffee drinks. In present scenario the Red Bull holds a strong market position in the energy...
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...consumer’s perceptions of fast food and its services? But while Kim et al. focuses on American college students to find out what factors that segment finds favourable in a fast-food service, M.K. Brady et al takes their study to the international level to find out how different cultural values can affect the consumer’s behavioural intentions relative to the fast-food industry and its services. Both articles agree that the majority of America customers prefer to trade-off between quality of services and expenditure required (expense-conscious). The American consumer tends to judge consumption of goods and services with a ‘neutral’ and logically based mindset; always asking the question of “is it worth my money?” Kim et al claims that due to relatively inexpensive, quick and convenient service, fast-food is becoming more and more popular among college students in North America. How could restaurants attract this emerging market? Further discussing in particular the college student market, and selecting Wendy’s, Burger King and McDonald’s as target examples will figure out the way to attract college students in fast-food services restaurant. Several factors are taken into consideration, including low price, quality food, fast service, and variety of menu, variety of healthy menu, cleanliness, convenient location and quality service. The results implied that North American college students are primarily seeking quality value and practical value to satisfy them. In contrast, M.K. Brady...
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...9. Using the product/market expansion grid (Ansoff Matrix), how would you go about expanding the sales of Red Bull? Criteria: Market Penetration , Market Development, Product Development, Diversification. (10) Market Penetration: An increase in sales can be made through new promotions or a wider range of adverts and advertising platforms, that will increase the consumption of Red Bull. With minor changes to their product, for example the taste, different flavours, Red bull will also meeting their consumers need for variety. Although I believe that Red Bull already has a very firm market share, as Red Bull was the highest selling energy drink in the world, with 5.387 billion cans sold in 2013, there is still a lot of competition in the energy drink market, like Monster , Red Bull will also need to look into a rewards program to make sure they keep their loyal customers and to attract new customers to the brand. Expansion to other markets, such as Asia and Japan, which has a high percentage of youth, will also help increase Red Bull sales. Market Development: Red Bull can vary their current product and introduce it into a new market by making their product low cost. Different geographical markets can be targeted locally and abroad, to reposition Red Bull as the drink of choice. A variety of sales channels can be used to target different groups of people, for example instead of selling the product in retail shops , the product can be bought online and shipped/couriered to...
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...billion in 2009 and forecasted $300 billion in 2014. Policies like tax credits such as Real Estate Act 2010 removes the current taxes on foreign investors of commercial real estate and other investment incentives are provided to attract more foreign investors. But US- China relationship is not in a good shape due to the factors such as Yuan manipulation, import taxes, excluding foreign suppliers at certain sectors. Outlook Stable political environment and favor to foreign investments. US- China relationship may become better or not based on the leaders decisions. Impact: Haeir have to spend time and effort on understand the system and to adhere to the State government regulations and Federal regulations. Haier may not get the preferences with government process due to US-China relationship Policies for FDI: http://digitalcommons.wcl.american.edu/cgi/viewcontent.cgi?article=1675&context=auilr Economic Well developed and largest economy in the world. Moderate economic recovery from the 2008-2009 financial crises overall but obvious uncertainty remains for the future. Growth in 2011 is...
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...Brand Preference And Its Antecedents By: Getaneh Zelalem Addis Ababa University School of Commerce Department of Marketing Management Post Graduate Program January, 2012 Addis Ababa, Ethiopia Brand Preference And Its Antecedents Brand Preference and Its Antecedents: A Case of Footwear Products By: Getaneh Zelalem Advisor: Getie Andualem (PhD) A Research Project submitted in partial fulfillment of the Requirement for the degree of Master of Marketing Management Addis Ababa University School of Commerce Post Graduate Program Department of Marketing Management January, 2012 Addis Ababa, Ethiopia Brand Preference And Its Antecedents Brand Preference and Its Antecedents: A Case of Footwear Products By: Getaneh Zelalem Approved by Board of Examiners ____________________________ Name ____________________________ Name ____________________________ Name _______________ Signature ______________ Signature _____________ Signature Brand Preference And Its Antecedents Statement of Certification This is to certify that Getaneh Zelalem Emiru has carried out his research work on the topic entitled Brand Preference and Its Antecedents. The work is original in nature and is suitable for submission for the award of Masters Degree in Marketing Management. ________________ Advisor: Dr. Getie Andualem Date: ____________________ Brand Preference And Its Antecedents Statement of Declaration I hereby declare that Brand Preference and Its Antecedents project...
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...Literature Review The nature of consumers is responsible for the chances of an idea to become a successful business. Dalenberg, et al. (2014), p. 1 observes that consumers demonstrate high variability levels in product liking. The essential element that needs to be considered is the exposure of the product to reach the consumers. In their study, Thrassou, et al. (2012), p. 22 acknowledge that the most important aspect in a new idea or innovation is value. The significance of having an insight on consumer knowledge behavior is based on the modern marketing philosophy that recognizes the consumers as the target of any marketing activity (Thrassou, et al., 2012, p. 28). The basis of the business idea can be attributed to the highly competitive market environment. While already the problem that the idea seeks to address is being solved by another idea, the intense competition prompts the need for innovation to be able to offer greater value (Thrassou, et al., 2012, p. 30). In his article, Gentile (2010), p. 96 covers the difficulty that is involved in having people change their behavior to accept an idea. It is acknowledged that it is difficult to change ideas but that is exactly what businesses are required to do to get consumers buy the product or service. The difficulty in having consumers embrace a new product has been observed by Ji & Wood (2007), p. 261 as resulting from the high degree of repetition that is evident in consumer domains....
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