...Learning outcomes and pass attainment level:Examine the effect of individual and group influences on the behaviour of the consumerAnalyse the use of marketing techniques designed to persuade the consumer and modify their behaviourStructure and clarity of expressionAt this level it is important to produce well-organised, structured, accurate and properly presented work. Developing such skills will assist you with your work at levels five and six. The fundamental features of the required tasks are expected as the norm at this level, including due attention to the type and style of each of the chosen assignment tasks and the work should remain clearly organised and focused.Content and understandingAssessment at this level is mainly based on assimilation of knowledge and key theoretical concepts. The use of the correct vocabulary and terminology is expected at this level. Students should aim to demonstrate they have a sound foundation of knowledge of a number of consumer behaviour concepts. Analysis/EvaluationStudents are encouraged to start developing their skills of analysis and evaluation and should be able to demonstrate some ability to appraise and evaluate via the tasks required in the portfolio using theory, frameworks and concepts gained during the term.Reading/Research and ReferencingReading is the basis of any assignment and should be varied but always relevant to the tasks required. Students are expected to refer to the standard essential texts when necessary and to...
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...UNDERSTANDING CONSUMER BEHAVIOUR TOWARDS ONLINE SHOPPING OF CLOTHES A dissertation submitted in partial fulfilment of the Requirements for the award of the degree of [MASTERS OF BUSINESS ADMINISTRATION] BY AMAN AGGARWAL Register No. 1528606 Under the guidance of Prof. DILIP CHANDRA Institute of Management Christ University, Bangalore March 2016 DECLARATION I, Aman Aggarwal, hereby declare that the documentation titled “UNDERSTANDING CONSUMER BEHAVIOUR TOWARDS ONLINE SHOPPING OF CLOTHES” is submitted for the partial fulfillment of the requirement of the award for the award of the MBA (Marketing) is my sole project work and has been carried out under the guidance of Prof. Dilip Chandra, Professor, Christ University, Bangalore. I also declare that this dissertation has not been submitted for any degree, diploma or fellowship or any other title in this University or any other university. Place: Date: Aman Aggarwal Reg. No. 1528606 CUIM, Main Campus (ii) CERTIFICATE- FACULTY GUIDE This is to certify that this research report on “UNDERSTANDING CONSUMER BEHAVIOUR TOWARDS ONLINE SHOPPING OF CLOTHES” is a bona fide work of Aman Aggarwal, under my guidance and support. This research report is a part of MBA (Marketing). The work done and content is genuine with respect to the information and data collected. Place: Date: Prof. Dilip Chandra Professor CUIM (iii) ACKNOWLEDGEMENTS I am indebted to many people who helped me to accomplish this dissertation successfully. First,...
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...REFERENCES 1) Adams, J. S., "Inequity in .Social Exchange." In L. Berkowitz (ed.), Advances in Experimental Social Psychology , 2, New York: Academic Press, 1965. 2) Armstrong, J. S., "Role Conflict in Marketing or the Ox and the Fox," Oslo: Symposium, "New Directions in Marketing," 1976. 3) Atkinson, J. W. , An Introduction to Motivation , New York: Van Nostrand, 1964. 4) Campbell, J. P., Dunnette, M. D., Lawler, E. El and Weick, K.'E.-, Managerial Behavior, Performance, and Effectiveness , New York: McGraw-Hill, 1970. 5) Campbell, J. P. and Pritchard, R. D., "Motivation Theory in Industrial and Organizational Psychology." In M. D. Dunnette (ed.), Handbook of 6) Organizational Psychology , Chicago: Rand McNally, 1976. 7) Porter, L. W. and Lawler, E. E., Mana gerial Attitudes and Performance , Homewood, IL: Irwin, 1968. 8) Porter, L. W. and Mitchell, V. F., "Comparative Study of Need Satisfactions in Military and Business Hierarchies," Journal of Applied Psychology, 51 (April 1967 9) Tolman, E. C, Purposive Behavior in Animals and Men , New York: Appleton- Century-Crofts, 1932. 10) Van Raaij, W. F., "Economic Psychology and Marketing," Oslo: Symposium "New Directions in Marketing," 1976. 11) Walster, E. and Walster, G. W. , "Equity and Social Justice," Journal of Social Issues, 31 (Summer 1975). DIARY 1st week 8 packaged salads mix – Greek, Barba Stathis Corn Eggs Tomatoes Potatoes Cauliflower Lemons ...
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...A fundamental understanding of consumer behaviour underpins all marketing activity and is a necessary prerequisite to organizations being marketing orientated and thus profitable. Understanding consumer behaviour is not only important for the producer but for all the other actors in the value chain. The value that the consumer puts on the goods or services limits what everyone else can get from the value chain. Engel’s four-step model can be used as a basic model for analysing a consumer purchase. Most purchases are made to satisfy a problem. Analysis of problem recognition can be done through the ‘means-end’ chain concept. This looks at what motivates a consumer to buy products. The search for information can be either internal or external, the latter can also be either active or passive. Consumers usually have a number of alternative solutions to choose from and, depending upon the complexity of the purchase, will either be multi-attribute decision-making or based on decision heuristics. Outcomes tend to depend upon the degree to which performance meets expectations which in turn can be influenced by a number of factors within and outside the marketer’s control. Although the model is useful, two other factors that need to be taken into account are involvement and habit formation. Involvement refers to the subjective importance of the purchase and is a function of financial and functional importance, perceived risk, emotional value and sign value. Alternatively...
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...CHAPTER 1 The importance of understanding consumer behaviour CHAPTER CONTENTS Introduction Defining Consumer Behaviour Consumer Behaviour in Context Consumer Behaviour and the Marketing Mix Consumers and Relationship Marketing Consumers and Marketing Planning Antecedents of Consumer Behaviour Neuroscience Psychology Sociology Summary Key points Review questions Case study revisited: Pizza Case study: Center Parcs Further reading References LEARNING OBJECTIVES After reading this chapter you should be able to: Explain how the study of consumer behaviour has evolved. Show how consumer behaviour relates to marketing decision-making. Explain why relationships are harder to establish in business-to-consumer situations than in business-to-business situations. Describe the scope and nature of psychology and sociology. Describe the scope and nature of anthropology. Describe the relationship of economics with the study of consumer behaviour. Explain the role of exchange in improving people’s welfare. Explain how the terms ‘luxury’ and ‘necessity’ relate to consumer behaviour. Introduction Customer Someone who makes the decision to buy a product 01-Blythe-Ch-01-Part-1.indd 3 Every day we buy things. We exchange our money for goods and services, for our own use and for the use of our families: we choose things we think will meet our needs on a day-to-day basis, and we occasionally make buying decisions which will affect our lives for ...
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...Understanding consumer behaviour before launching a product i.e. Tablet. Table of contents: * Understanding consumer behaviour * Advantages * Disadvantages * Conclusion * Appendix Understanding consumer behaviour Studying consumer behaviour helps a company to set up its goals and marketing strategies. To understand a consumer’s psychology in order to improve an organisation’s marketing tactics is essential; it helps firms and organisations to study the behaviours, choices and needs clients make to consume a product or service. Hawkins (2007, pg.22) stated, “The consumer decision process intervenes between the marketing strategy and the outcomes. That is, the outcomes of the firms marketing strategy is determined by its interaction with the consumer decision process. The firm can only succeed if consumers see a need that its product can solve, become aware of the product and its capabilities, decide that it is the best available solution, proceed to buy it and become satisfied with the result of the purchase.” Marketers use a number of ways to analyse consumer behaviour including behavioural, emotional and cognitive. Solomon (2013, pg. 3) concluded that various factors influence consumers to make choices to buy products including their friends, social media, society and culture. Kumar (2009, pg. 181) proposed that it is very important to keep the values, beliefs and morals of customers in mind. Especially, while introducing gadgets like mobile phones, laptops...
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...PROPOSED TOPIC: Examining the influence of Brand Image on consumer buying behaviour. The Case of Apple I-PHONE in the UK. INTRODUCTION OF TOPIC: Nowadays firms in all segments are probing for a new foundation of sustaining competitive advantage because the competition in the marketplace is getting more rigorous. However brand image has stand as one of the powerful tool of gaining comparative advantage. It is certain that firms with powerful brand image make a momentous progress in the marketplace. A strong brand will project a picture of superiority of a firm’s product or service. Apple Inc is an American multinational corporation that market and design personal computers, electronics and computer software. Apple Inc was founded in April 1976 in Cupertino California by the late Steve Jobs. Apple Inc is the largest technology company in the word by profit and revenue. Apple Inc has built a reputation as a consistent and trustworthy electronic company. Apple aspires to become the world leader in electronics, computer software and personal computer. RATIONALE FOR THE TOPIC: The rationale for my topic holds on the fact that brand is becoming the tool for absolute advantage for business in the twenty-first century. It is a challenge for organisation to survive in the constant and fierce battle of brands in the wallets, heart and mind of consumers. Though this study was premeditated for a course work, it will go beyond the purpose, the result of this study will assist existing...
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...Christian Andrea (77142477) Prakash Pothina (77144112) Shrey Sugla (77144256) CONTENTS INTRODUCTION 4 LITERATURE REVIEW 4 L'ORÉAL MARKETING PLAN AND CONSUMER BEHAVIOUR 6 Cultural factors: 6 Social factors 7 Psychological factors 8 CONCLUSION 10 APPDENDICES 10 REFERENCES 11 REPORT ON THE EFFECTS OF CONSUMER BEHAVIOUR ON L'ORÉAL MARKETING PLANS ABSTRACT: Consumer behaviour strongly affect the consumer buying process, hence marketers always want to know what is actually happening inside customer's mind in order to provide additional values of products to users to satisfy their needs and wants. However, it is mainly influenced by three key factors - cultural factors, social factors and psychological factors - that are vital conditions for every marketing strategy to be considered before launching in the market. In cosmetic industry, although L'Oréal is the leader of the market, it is necessarily for the company to concern these factors in its marketing plan, so as to gain the market shares and remain its position above rivals such as P&G and Unilever. The report will try to find out the role of consumer behaviour in marketing strategy planning and discover the process of how L'Oreal adapt the three factors to their marketing plans order to achieve success. INTRODUCTION The term consumer behaviour is defined as "the study of how individuals, groups and organisations select, buy, use and dispose of goods, ideas or experiences to satisfy their needs and...
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...it encourages further analysis of consumer behaviour and aids, understanding many of the concepts and models that are core to consumer behaviour. The article reports that consumers in the UK are increasingly purchasing Fair-trade products, citing a 12% rise in 2011 from 2010. Consumers are more prepared to spend their money to help ensure a better deal for foreign farmers and prevent their exploitation and their very motivation behind this demonstrates many of the core concepts of consumer behaviour. The article provides the background information that the overall market growth for grocery products stood at around 5% and suggests that this market growth isn’t sustainable and also suggests that consumers will continue to increase their purchases of Fair-trade products despite increasing financials hardship amongst UK consumers. The article invites analysis of how consumer’s desire for ethically sourced products is being tapped into by companies and what is motivating the purchase decisions of these consumers. It also offers an insight into the organic food products market, which has seen sales fall year on year for the last 3 years. This essay illustrates how by applying consumer behaviour theory to the facts reported in the article, understanding of the consumer is greatly improved. The essay will offer analysis of the consumer from three different perspectives; (1) the cognitive consumer, (2) the emotional consumer and (3) the social consumer. A possession as part of the extended...
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...(2003), consumer market refers to the purchase of goods and services purely for personal consumption. Consumer market and consumer buying behaviour must be studies and understood before an appropriate marketing plan can be developed. In general, organisations and companies need to know and understand the behaviour not only for their own customers but also for all consumers. Multiple roles of Consumers As users of a product, consumers are concerned with product features, thus users define what is needed from a product. Payers are consumers who pay for the product and are primarily concerned with its price and other financial considerations (reasonable life cycle of the product, cost of maintenance, cost of consumables, etc). Buyers focus on the logistics of the products (online, by phone, mail or retail center).In a particular purchase situation, the roles may be filled by a signal individual or by multiple people, for example, a parent may decide on the type of baby food that they wish to purchase but their partner may also beinvolved in the decision making or transaction, while the baby is the ultimate user of the food. The stages of consumer buying process The consumer buying process: Irrespective of the particular role, consumers constantly face a number of choices: -Whether to purchase -What to purchase. -Where to purchase. -From which supplier or retailer. -How to pay for the purchase. Boddy (2008) indicated that marketers need to have a sound understanding how these...
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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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...Consumer behaviour is the study of individuals, groups, or organisations 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). These helps the marketers to answer questions such as why people choose one product or brand over another, how they make these choices, and how companies use this knowledge to provide value to consumers. Specifically, we considered a number of internal factors that influence consumer behaviour including motivation and learning to help us in understanding the consumer. Solomon, et al (2010:177) defines motivation as “the process that cause people to behave as they do … Motivation occurs when a need is aroused that the consumer wishes to satisfy. Once a need has been activated, a state of tension exists that drives the consumer to attempt to eliminate or reduce the need.” Dr Abraham Maslow formulated a widely accepted theory of human motivation based on the notion of a universal hierarchy of human needs. This identifies five basic levels of human need which rank in order of importance from lower level needs (biogenic) to higher level needs (psychogenic). This theory says that individuals need to satisfy the lower needs before higher level needs arise (Maslow, 1965). Physiological needs are the lowest or the first level needs. These include food, water, air, clothing, and shelter. Once the first...
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...Analysis………………………………………………9 7. Logistical and ethical consideration……………………9 8. Proposed Outcomes……………………………………...10 9. Planned timetable for completing dissertation……….....10 10. References ……………………………………………….11 11. Appendix…………………………………………………12 1. Title: Advertisement and its impacts on consumer buying behaviour; In case of Dominos Pizza Company. 2. Introductions: Advertisement plays a vital role in the business of any organisation. This is simply the medium of communication and delivering paid message from an organisation to customers regarding their products. Also, it is the strategy of a company for the promotion of product by gaining the attention of consumers towards itself and sometimes recalling the product in customer’s mind. Today, most of the products come with the advertisement and many of them come with the celebrity endorsement which acts as a credible means of spending money for consumers. Advertisement makes such kinds of perception in the consumer’s mind that, sometimes having that product becomes their social status. People want to have right choice of their products when they are using or buying. Studying the behaviour of consumers, if a consumer observes messages...
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...1. Product strategies of private life insurance companies 2. A study on “why companies should go for outsourcing” 3. Effectiveness of advertising on real estate sector 4. Study on consumer expectations and perceptions towards consumer loans 5. Workers attrition rate at hotel industry is increasing. Study regarding this issue 6. Attrition rates at different sectors 7. Effectiveness and scope of employee referrals in the process of talent sourcing 8. Study of training needs across different industries 9. Study on creation of luxury brand 10. Strategies used to build successful Internet based customer services 11. Measuring the effectiveness of retail banking of a nationalised bank compared to a MNC 12. Conspicuous consumption 13. Study of awareness and acceptibility of UPVC windows and door systems 14. Opportunities of Financing the NANO’s in Bangalore 15. Changing trends in FMCG industry in India 16. A study of best HR practices in service industry 17. Fundamental analysis of Indian telecom companies 18. Study of consumer behaviour in automobile industry 19. customer buying behaviour towards insurance products 20. Promotion strategies followed in Insurance sector 21. Study on changing consumer preference towards organised retailing from un-organised retailing 22. study on “impact of advertising in B2B marketing” 23. Distribution network & general insurance industry 24. A study on distribution channels in aluminium industry 25. Study on strategies for...
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... Post your project related queries here.. 1. Product strategies of private life insurance companies 2. A study on "why companies should go for outsourcing" 3. Effectiveness of advertising on real estate sector 4. Study on consumer expectations and perceptions towards consumer loans 5. Workers attrition rate at hotel industry is increasing. Study regarding this issue 6. Attrition rates at different sectors 7. Effectiveness and scope of employee referrals in the process of talent sourcing 8. Study of training needs across different industries 9. Study on creation of luxury brand 10. Strategies used to build successful Internet based customer services 11. Measuring the effectiveness of retail banking of a nationalised bank compared to a MNC 12. Conspicuous consumption 13. Study of awareness and acceptibility of UPVC windows and door systems 14. Opportunities of Financing the NANO's in Bangalore 15. Changing trends in FMCG industry in India 16. A study of best HR practices in service industry 17. Fundamental analysis of Indian telecom companies 18. Study of consumer behaviour in automobile industry 19. customer buying behaviour towards insurance products 20. Promotion strategies followed in Insurance sector 21. Study on changing consumer preference towards organised retailing from un-organised retailing 22. study on "impact of advertising in B2B marketing" 23. Distribution network & general insurance industry 24. A study on distribution channels in aluminium...
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