We use cookies to give you the best experience possible. By continuing we’ll assume you’re on board with our cookie policy

Consumer Behaviour Essay Sample

essay
The whole doc is available only for registered users OPEN DOC

Get Full Essay

Get access to this section to get all help you need with your essay and educational issues.

Get Access

Consumer Behaviour Essay Sample

Due to the rise in the Internet and social media and networking sites, e-WOM has increased greatly. Marketers have constantly checked on reviews about their company and products online. Marketers should be aware while conducting an e-WOM campaign and how they use the internet technology so that they do not portray a deceptive image. Viral marketing is one of the key parts to e-WOM. It looks at the strategy that encourages an individual to pass on a good message about the company or a product to others that creates a positive growth for the company. A campaign must provide some specific standards and of interest to the receiver that shows valuable information that could go viral. Some companies adopt humor and jingles in their campaigns for it to become popular. Viral marketers must motivate people to share the information for the purpose of entertainment and acknowledgement or to help others.

Chapter 8 – Discussion Questions
Question 3.
Some consumer behavior researches maintain that the family rather than the individual should be the unit of analysis in consumer behavior. What are the advantages and disadvantages of using the family as the unit of analysis?

Firstly, the advantages of using family as a unit of analysis are, a product is often used by several members of the same family. For example; hand wash or detergent. Next, demographic variable such as social class will remain the same for all family members. Lastly, family members often have an influence on each other and also make purchase decisions together. Such as, a mother would always have a big influence on what the other family members eat because she is the one who buys food such as groceries for the family.

However, the disadvantages are that marketers must explore more on the consumption patterns and roles played by different family members because individuals purchase goods or services not families most of the time. It is also a very complex method to measure the decision-related interactions among different individuals in the family. To research the role of a child as a major influence and user of a product or service is also very difficult.

Chapter 10 – Discussion Questions
Question 3.
Give a consumer behavior example from your own experience of each of the following types of cultural learning: a. Formal learning
b. Informal learning
c. Technical learning

Three types of cultural learning includes; formal learning where the adults or an elder sibling teach a young family member values, moral and ethics. An example would be a parent teaching their child not to lie, cheat and betray. The next is informal learning in which an individual learns by imitating the behavior of selected people such as family, friends or even sporting heroes. This could be easily described as the society/media or friends influence most children or teenagers. Lastly, technical learning could be best described when a teacher advises and teaches the child in an educational environment about what is to be done, how and why. For example; simple manners such as greeting the teacher while he/she is walking pass by.

Chapter 11 – Discussion Questions
Question 1.
Discuss the importance of subcultures in segmenting the market for food products. Identify a particular product and show how it should be marketed differently to different ethnic groups.

Rice is one of the best examples to describe the food product that is served differently for different ethnic groups. Asians, mostly eat rice for their lunch as well as dinner. Rice is an essential food product that they consumer on a daily basis. KFC, could be used as an example; in some parts of the south east Asian countries such as Vietnam and India rice is served with the KFC fried chicken as a meal whereas in European countries this meal is not served because they east less rice.

We can write a custom essay

According to Your Specific Requirements

Order an essay

You May Also Find These Documents Helpful

How Advertising Seeks to Influence us and...

The definition of media is: The various means of mass communication thought of as a whole, including television, radio, magazines, and newspapers, together with the people involved in their production. When you think of media you automatically think of adverts and as they are a big part of media that is some peoples only thought of it. Yet media is wide and varied from newspapers...

All Forms of Advertising Should Be Banned

I do not believe that all forms of advertising should be banned. They should only be banned if they are offensive, derogatory, inappropriate, misleading, stereotypical, distasteful, controversial or discriminatory. The definition of an advertisement is "an announcement about something in a newspaper, poster or on radio and television". If all forms of advertising were banned charities would not be able to increase support on such...

Ethical Issues In Advertising

Advertising is communication for advancing an issue/ cause. Criticism includes exaggerated claims and outright falsehoods. Lack of taste, irritating repitition and offensive character including negative stereotypes. Charged with creating a consumerist culture and emptying communication of content. THE ECONOMIC ANALYSIS OF ADVERTISING Advertising is wasteful. No value added to automobile quality or safety through ads. Defensive advertising to create illusory differences to increase market share....

The Objectification of Women In the media

Historian/moralist John Emerich Edward Dalberg Acton otherwise known simply as Lord Acton once said, “Power tends to corrupt, and absolute power corrupts absolutely.” Power today comes in a new form, and its expression is clearly reflected in the media with its unending capacity for hegemony. With many societies being deeply rooted in the patriarchy and hegemonic masculinity, the media, with its power to permeate its...

People From Slum Areas In Mumbai Suburban...

1. Introduction It could be said that social advertising is a ‘‘younger sister‘‘of commercial advertising, which is one of the tools of marketing communication mix. Social advertising identifies social problems and it informs about them, but it does not try to offer immediate solutions. Social advertising does not promote any products, firms or services; its main goal is to evoke a sense of responsibility or...

Get Access To The Full Essay
icon
300+
Materials Daily
icon
100,000+ Subjects
2000+ Topics
icon
Free Plagiarism
Checker
icon
All Materials
are Cataloged Well

Sorry, but copying text is forbidden on this website. If you need this or any other sample, we can send it to you via email.

By clicking "SEND", you agree to our terms of service and privacy policy. We'll occasionally send you account related and promo emails.
Sorry, but only registered users have full access

How about getting this access
immediately?

Become a member

Your Answer Is Very Helpful For Us
Thank You A Lot!

logo

Emma Taylor

online

Hi there!
Would you like to get such a paper?
How about getting a customized one?

Couldn't Find What You Looking For?

Get access to our huge knowledge base which is continuously updated

Next Update Will Be About:
14 : 59 : 59
Become a Member