CHAPTER 4 Consumer Motivation 1. Key Concepts Innate needs Acquired needs • Consumers have both innate and acquired needs. Give examples of each kind of need and show how the same purchase can serve to fulfill either or both kinds of needs. • Specify both innate and acquired needs that would be useful bases for developing promotional strategies for: o global positioning systems o sunglasses with built-in earphones and an MP3 player o recruiting
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1. Introduction Consumers have a number of abiding images of themselves. Those self-images are very closely associated with personal characteristics‚ memories and experiences which are determinants of the influences of self-reference and involvement on consumer behavior. Marketers have long tried to appeal to consumers in terms of self-reference and involvement‚ because according to Bettman‚ Capon and Lutz. consumers combine involvement and self-reference with information about product attributes
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may be defined as the “amount of satisfaction derived from a commodity or service at a particular time”. Assumptions: • UH:\Games.exetility can be measured. • Marginal Utility of money remains constant • No change in income of the consumer‚ his taste & fashion to be constant • No substitute • Independent marginal utility of each unit of commodity Utility Characteristics: • Utility is subjective/not measurable • Utility is variable • Utility is different
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CONSUMER BEHAVIOUR ‘Evaluate the use of multi-attribute models to predict consumer behaviour The multi-attribute models are theories which use the consumer’s attitudes to predict their behaviour toward a product. An attitude it’s to have a positive or negative reaction facing a product. Many models were born during the last century. But do they have a real impact on the consumer behaviour? Are they really useful to predict it? We try to ask to these questions in studying six of these models
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r Higher Diploma Programmes Consumer Behaviour Individual Assignment Topic Jackson and Kathy are high school lovers graduated from university two years ago. Both of them have settled in a stable job and are planning to get married next year. To prepare for an unforgettable wedding‚ they are actively searching for market information. Imagine yourself as the marketing manager of a wedding planning company. You are extending your product line to adventurous and creative wedding. How would
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Consumer Surplus: The difference between the maximum price that consumers are willing to pay for a good and the market price that they actually pay for a good is referred to as the consumer surplus. The determination of consumer surplus is illustrated in Figure 1‚ which depicts the market demand curve for some good. | | | | The market price is $5‚ and the equilibrium quantity demanded is 5 units of the good. The market demand curve reveals that consumers are willing to pay at least
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Consumer Behavior A Vera Bradley handbag can be one of the many fashion statements made by almost any female ranging from the age of 10 to 90. “Vera Bradley is a leader in fashionable‚ colorful‚ cotton quilted handbags‚ accessories‚ luggage‚ and paper and gift items for women of every age.” As one can see this product is mostly purchased by women. However‚ each individual has their own personal characteristics like gender‚ age‚ family life cycle‚ personality‚ self-concept‚ and lifestyle that influence
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Telemedicine for Better or Worse Ashford University Ladonna F. Manuel \HHS 440 Technology in Health and Human Services Instructor Dorie Richards March 25‚ 2013 Telemedicine for Better or Worse Telemedicine uses computers and telecommunications equipment to deliver medical care at a distance. It should be noted at the outset‚ however‚ that because the telecommunications equipment (hardware and software)‚ the knowledge and training‚ and financial resources
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not mean living by themselves but having the control of where they live. Clients‚ patients and whoever uses the health and social care services are considered as users of service; however disabled people also have equal rights to benefit from these services from schools‚ hospitals‚ clinics‚ nursing homes and workplace (Shaping our lives‚ 2003). Assistive technology (AT)‚ are technology devices that enable disabled and older individuals to perform any tasks that they will be unable to do and increases
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Donuts is another on campus retailer which provides hot latte. The reason for she took Starbucks’ hot latte over Dunkin Donuts’ is that Starbuck locates nearer to the student parking lot. Buying product in a closer location is a human nature because consumers always seeking for convenience. In that case‚ she’d rather buy cold drinks than Dunkin Donut’s hot latte. Besides pursuing for the better taste of Starbuck’s coffee‚ Gloria prefers Starbucks’ servicescape. The retailer atmosphere is beautifully
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