CELEBRITY ENDORSEMENTS AND ITS IMPACT ON CONSUMER BUYING BEHAVIOUR (In context to India) Amit Kumar Msc Management with Marketing‚ 2010 The Executive Business School‚ Bournemouth University Electronic copy available at: http://ssrn.com/abstract=1802531 4243123 MS MMF AMIT KUMAR Acknowledgement First of all‚ I would like to express my gratitude to Bournemouth University for giving me an opportunity to pursue Masters in my field of studies. I am heartily thankful to my supervisor
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High End Product Brands We know some consumers buy luxury brands because they are called ‘Luxury Brands’. Be it status‚ badge value‚ or a desire to feel part of the in-crowd‚ come people buy Versace for its plaid‚ Mercedes for its Hood‚ Chanel for the CC. But that is not the scenario for the typical luxury consumer. As far as a handful of luxury categories automobiles‚ cosmetics and beauty‚ watches‚ consumer electronics go‚ a majority of a affluent consumers rate the brand as very important in their
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CHINESE CONSUMER McEwen‚ W‚ Xiaoguang‚ F‚ Chuanping‚ Z & Burkholder‚ R 2006‚ ’Inside the mind of the Chinese consumer’‚ Harvard Business Review‚ vol. 84‚ no. 3‚ pp. 68-76. INTRODUCTION Today China becomes one of the biggest economies all around the world. After the economy boom‚ there is many affluent people appear. A study conducted in China‚ revealed that this country consumes a quarter of world luxury consumer products. Therefore‚ it can be obviously said that China converts one of the
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The man should be the dominant partner in the marriage 13th September 2012 There are two main Christian views towards roles in marriage. There is the traditional view‚ and the modern view. Traditionalists‚ fundamentally say that men should always be dominant in marriage‚ whereas‚ the modernist view is centred on both partners being equal. The traditional view held by Christians is that men should be the dominant partner and that they should go out to work to pay for the family‚ while the wife
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Behaviour based on bias – how heuristics and biases effect behaviour by perpetuating prejudiced views A prejudice is a preconceived perception‚ usually negative‚ towards an individual or group. Prejudiced views and actions are everywhere in society and around us. There are numerous types of prejudiced views (such as prejudices against certain ethnicities)‚ along with numerous origins for them‚ like upbringing - for example‚ if we grew up in an area where there were many crimes committed by people
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Introduction Prosocial behaviour is described as a voluntary behaviour in order to benefit someone else (Eisenberg & Fabes‚ 1998). This prosocial behaviour such as sharing‚ helping‚ sympathy and empathy form an important part of the social interactions between individuals and groups and has thus been studied in terms of where these behaviours come from. To illustrate Eisenberg and Fabes ’ quote (1998‚ pg 742) that prosocial behaviour is an outcome of a combination of many factors‚ five different
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Chapter 1 Introduction to Consumer Behaviour Consumer Behaviour Canadian Edition Schiffman/Kanuk/Das Copyright © 2006 Pearson Education Canada Inc. Consumer Behaviour The behaviour that consumers display in searching for‚ purchasing‚ using‚ evaluating‚ and disposing of products and services that they expect will satisfy their needs. Copyright © 2006 Pearson Education Canada Inc. 1-2 Personal Consumer The individual who buys goods and services for his or her own use‚ for household use‚ for
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Defining Operations Management Every business is managed through multiple business functions each responsible for managing certain aspects of the business.Figure 1-1 illustrates this by showing that the vice president of each of these functions reports directly to the president or CEO of the company. Marketing is responsible for sales‚ generating customer demand‚ and understanding customer wants and needs. Finance is responsible for managing cash flow‚ current assets‚ and capital investments. MIS
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can be reflected in a person’s temperament and is a key factor influencing individual behaviour in organizations. Often the wrong type of personality of a superior proves disastrous in terms of worker unrest and protests. Salvatore Maddi has defined personality as: “Personality is a stable set of characteristics and tendencies that determine those commonalities and differences in the psychological behaviour (thoughts‚ feelings and actions) of people that have continuity in time and that may
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co-ordinated social unit of two or more people that functions on a relatively continuous basis to achieve a common goal or set of goals” (Robins 2005). Organizational Behaviour Defined Behaviour on the other hand‚ he defines simply as “the actions of people (Robins 2005). Organization behaviour (often referred to as OB) is the behaviour (actions) of individuals and groups within organizations and the interaction between organizations and their external environment. It constitutes a behavioural science
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