Consumer Behavior

Analytical Essay # 117031

Business > Consumer Behavior
Business > Marketing

Consumer Behavior

Looks at the ways marketers utilize the purchase behavior of consumers.

2,275 words () | 4 sources | APA | 2009 Kenya

Paper Summary:

This paper explains how brands or retail stores meet the needs of consumers by providing a diverse choice of high quality, well-packaged, functional products at a fair price. The paper also explores the types of purchasing behaviors exhibited by consumers during the consumption stage and the types of marketing programs designed to increase the consumption rate of a particular brand. In addition, the paper describes the consumer's search behaviors, the types of information consumers need and the problem of information overload during this period in the purchase cycle.

Table of Contents:
Understanding How to Meet Consumers' Needs
The Kinds of Needs each Brand or Retail Store is Supposed to Meet Given the Choice of Three Competing Brands or Retails Stores
Ways in which Retail Store Meet a Variety of Consumer Needs by Retail stores Create Competitive Advantages.
Developing Strategies to Improve Consumption Rate
Types of Consumption Behaviors Exhibited by Consumers during the Consumption Stage
Types of Marketing Programs Designed to Increase Consumption Rates of a Particular Brand
Guidelines and Marketing Programs to Improve Consumption Rates of a Particular Brand
Understanding how much Consumers are Involved in Searching Process
When Consumers are Involved in Search Behaviors
Types of Information Consumers Search for when they Attempt to Purchase a Brand
How Frequent and how much Information Consumers Obtain from Search Behaviors.
The Role of Cost-Benefit Perspective or Information Overload on Understanding the Consumers' Efforts of Search Behavior

From the Paper:

"Advertising involves the makers of the brand using media instruments such as radios, television, newspapers and magazines to let the consumers know about the products. This method is cheaper in the long run as it helps the manufacturers to reach more people at the same time. Consumer sales promotions which include giving discount on the purchase of the brands, giving gifts such as smaller size packages of the brand or coupons on the purchase of the brand and giving free samples also increase the consumption rate of the brand as it attracts more consumers to purchase the brand."

Sample of Sources Used:

Boone, L. & Kurtz, D. (2002). Contemporary Marketing, 7th ed. New York, NY: Dryen/Harcourt Brace.
Churchill, G., Gilbert A. & Peter, P. (1995). Marketing: Creating Value for Customers. Boston MA: Irwin.
Farese, L., Kimbrell, G. & Woloszyk, C. (2001). Marketing Essentials. Mission Hills, CA: Glencoe/McGraw-Hill.
Kotler, P. & Armstrong, G. (1993). Marketing: An Introduction, 3d ed. Englewood Cliffs, NJ: Prentice-Hall.