0’s growth in the jeans market was due to adoption of jeans by 15-18 year olds…Now these people are 25-49 and Dockers meshes perfectly with what the brand is about for them”. (Consumer behaviour, A European perspective p.12). The younger generation represents an important demographic to marketers because they have their own purchasing power, kids influence their parents buying decisions and are the adult consumers of the future. Marketers have various strategies that are used to target children and teens such as “Pester power” this is used by many children to influence their parents into buying them what they want. It involves the child nagging parents into purchasing items that the parent may not otherwise buy. “Brand loyalty” is the process of a consumer staying loyal to a certain brand that they are familiar with. Children are very familiar with brand recognition from early ages. For example a child aged 8 is more likely to persuade their parents to buy them a burger from McDonalds rather than a more cheaper unfamiliar option such as a burger stand. Mainly due to how popular and well known McDonald’s is. Another technique that marketers use to attempt to influence the younger generation is placing advertisements in between popular children’s television shows. Marketers are very clever in the way in which they operate, they know exactly what time children are most likely to be watching television which is just as they arrive home from school, and they know exactly which television show the vast popularity of the younger generation are going to be watching. Marketers advertise toys, new gadgets; fast food and trendy clothes because they know it will attract the young consumer’s attention which will then result in the child pester powering their parents.
Marketers use income as a way to influence a consumer’s decision when it comes to purchasing services and products. People with similar income tend to come from the same social class, they often make purchases in order to maintain their lifestyles for example an upper class individual is most likely to purchase certain higher end cars such as Mercedes, BMW and range rover. Social class is determined on an individual’s income, family background and occupation. People who work in similar occupations tend to share similar interests such as music, cars and clothing. “The distribution of wealth is of great interest to marketers, since it determines which groups have the greatest buying power and market potential” (Consumer behaviour A European perspective p.13). For example an expensive clothing company such as Ralph Lauren tend to grab a middle class/upper class individuals attention because marketers know that these groups of individuals have the money to purchase their products, so they hold the greatest market potential in relation to expensive brands. One way in which marketers uses income/social class to influence customers includes the use of the media. Marketers have common knowledge about which groups of people tend to read which newspapers. For example Lower middle class individuals tend to read papers such as The Sun and often have access to certain television programmes such as free view and the main channels 1-5. Upper middle class individuals tend to read newspapers such as The Times and National Geographic and they tend to have subscriptions to all sky channels. After marketers identify which types of media appeal to which type of social class they then place ads in newspapers and certain Television programmes which they think will appeal to the groups of people who are reading and watching. For example The Sun may have tokens for money of at Tesco when you spend a certain amount and The Times may have information about how much shares are in certain businesses. “The choices of magazines are also linked to education and reading ability” (Class PowerPoint presentation, Income and class). Different types of newspapers may have different types of English language to
MMK266 Consumer Behaviour Research Report | Tiffany & Co. Australia | | | | | | | | Table of Contents 1. Introduction and the New Consumer Product or Service 4 Tiffany and Co. Australia 4 New product – iPhone case 4 Target Market 4 2. Issues Facing Consumers in Adopting this New Product or Service 6 Sociocultural factor (Facilitators) 6 Attitudes (Facilitators) 7 Belief (Barriers) 8 Decision Making (Barriers) 9 3. Consumer Response to these…
Consumer Behaviour Progress Report Project: Company Study - Nokia Product Category: Mobile Introduction The Nokia Corporation is a Finnish multinational communications and information technology corporation that is headquartered in Espoo, Finland. Its principal products are mobile telephones and portable IT devices. It also offers Internet services including applications, games, music, media and messaging, and free-of-charge digital map information and navigation services through its wholly owned…
CONSUMER BEHAVIOUR Definition: The study of consumer’s decision- making processes as they acquire, consume and dispose of goods and services. * How does the consumer behave? * What will ultimately shift them toward a specific product? * Analyses how the consumers think, what motivates them and the environment they live in. 5 STAGES OF DECISION MAKING 1)Need recognition When a consumer perceives a need and becomes motivated to enter a decision -making process to resolve the felt…
Assignment - 2 Essay topic: University have their own particular culture for students “adjusting to their life and culture of the university usually takes time and effort”. (Kantians, 2000, p.104) Essay Certain years back there was a huge flow of overseas students coming to study in Australian university for higher studies, which has decreased after the year 2009 (AEI data [n.d.]). According to me the reason of decrease in the flow of overseas students coming to Australia is because…
Introduction: Consumer Behavior 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. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups. It studies characteristics of individual consumers…
Consumer buying behaviour Marketing Outline • Knowledge is power • Most buying is repeat buying • High-involvement decisions • Low involvement decisions • Naturally loyalty • Loyal switchers • Prosaic, not passionate,loyality • The importance of memory • Why do consumers forgot about us • Emotional rational buyers • conclusion Knowledge is power • Marketing decisions based on knowing: Who buys? Where ? when? How much? Most buying is repeat buying. Because of • Same category • Repertoire •…
receivers response process. Consumers are exposed to numerous and various marketing stimuli and messages which they must break down and decode to understand the message. It is the responsibility of marketers to understand how consumers interpret messages and to implement key models and processes to ensure the message is delivered clearly and interpreted correctly. The key concepts and models used by Dove Chocolate, Mars incorporated and how the print ad appealed to consumers and how effective the marketing…
games/simulations in university courses, online courses, and students taking online courses. 2. Competitive Analysis- 5 pages will include a compilation of existing online simulation games that are meant to be used in universities/colleges. 3. Consumer Analysis – 5 pages A compilation of the decision criteria that students use when they are rating such games, for example, complexity, learning value, graphics, etc. 4. Social media research and analysis- 5 pages Detailed and include a compilation…
PROTÉGÉ: An investigation into the opportunities for men’s young fashion PROPOSAL: Men’s young fashion: Young Entrepreneurs & Office Workers 15.10.2012 Brief The purpose of this assignment is an investigation into the opportunities within men’s young fashion (16 – 25), with regard to smarter day wear and tailoring. Rationale With the rise in University costs, Protégé have looked into the decrease of young students applying for and entering University. The rise of tuition fees…
Introduction Consumers should know their consuming behaviour before purchasing a product. The purpose of this portfolio is to review and evaluate my own consuming behaviour distributed over three categories. Firstly, I will review on my philosophical assumptions and to discuss about my beliefs on the importance of advertising and marketing. Secondly, I will identify a consumer behaviour that I have done recently and to analysis what type of decision maker I am. Finally, I will examine how do I express…