provides the background necessary to understand the marketing of the Gillette Series‚ and also offers some insight into Gillette’s marketing prowess. Sensor- a high technology cartridge razor- was a gamble for Gillette because it ran counter to consumers’ buying preferences. Disposable razors‚ which were produced by the French firm BIC in 1974‚ had gained control in nearly 80 % of the razor market by 1990. Gillette’s analysis showed that disposables provide a worse shave than a cartridge blade‚ cost
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5. Analyzing Consumer Markets LECTURE QUESTIONS 1. How do consumer characteristics influence buying behavior? 2. What major psychological processes influence consumer responses to the marketing program? 3. How do marketers analyze consumer decision making? 4. How do consumers make purchasing decisions? INTRODUCTION * The aim of marketing is to meet and satisfy target customers’ needs and wants better than competitors * Marketers are always looking for emerging customer trends
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utilitarian product for all the consumers. * In cases where a high end refrigerator is bought it is also to satisfy the esteem need of the consumer. By buying a high end product at a premium price the consumer would like to impress his friends or relatives after being seen using a stylish and high technology product. Marketing Implications: In the case of high quality product the marketer should try to promote its products in a way such that the consumer feels that owning the product will
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MARKETING AND CONSUMER PSYCHOLOGY INTRODUCTION Consumers referred to all those individuals who buy products and services either for themselves or on behalf of their households. They can be either users of products or services‚ or responsible for the welfare and wellbeing of those who use them. Consumers buy products or services in order to meet the physical demands of life‚ apart from using‚ purchases to indicate their roles in the society‚ to express their personalities‚ communicate their attitudes
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product‚ rather then tailor-made‚ good customer value and affordable price are a few major criteria in such case. However consumers would have different consideration for their decision depending on their individual factors. From having the wants and demand to the step of making purchase decision and consumption. There are different factors that would influence and affect the consumer decision. External Influences There are two sources
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Consumer Behavior Assignment 1 | Attitudes As consumers‚ each of us has a vast number of attitudes toward products‚ services‚ advertisements‚ direct mail‚ the Internet‚ and retail stores. Whenever we are asked whether we like or dislike a product‚ a service‚ a particular retailer‚ a specific direct marketer‚ or an advertising theme‚ we are being asked to express our attitudes. Within the context of consumer behavior‚ an appreciation of prevailing attitudes has considerable strategic merit
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perspective that much of consumer behaviour resembles action in a play) • Each consumer has lines‚ props and costumes that are necessary to a good performance. Since people act out many different roles they may modify their consumption decisions according the particular play they are in at the times. The criteria that they use to evaluate products and services in one of their roles may be quite different from those used in another role. • Another way of thinking about consumer roles is to consider
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Subject Code: 325-202 | Subject Name: Consumer Behaviour | Date Due: 5th May 2011 | Word Count: 2763 | Assignment Name or Number: Case Analysis | | Student ID Number | | 1. | Steven Huy Tran | 329330 | 2. | Yating Lu | 387224 | 3. | Shihui (Cheryl) Li | 387283 | 4. | Putri Yusman | | Consumer Behaviour- Case Analysis Snapple Snapple is an American-based beverage brand that focuses distinctively in producing juices and tea. During the late 1980s‚ Snapple gained prominent share
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The Samsung Group: The Samsung Group is a multinational conglomerate corporation headquartered in Samsung Town‚ Seoul‚ South Korea. The Samsung Group comprises numerous international affiliated businesses‚ most of them united under the Samsung brand including Samsung Electronics‚ the world’s largest technology company by sales; Samsung Heavy Industries‚ the world’s second largest shipbuilder; Samsung Engineering was ranked 35th‚ Samsung C&T 72nd in a 2009 ranking of 225 global construction firms
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are completed and we would propose further recommendation according to our findings. Findings & Recommendation Our research focused on the Hong Kong segment‚ specifically examining users of interchangeable lens camera. After the interview with 5 consumers‚ we identified the five most important attributes are Styling‚ Durability‚ Image Quality‚ Popularity and Photo edition effects. We launched our survey online. Based on different lifestyle and purchasing behaviors within the group‚ we have therefore
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