Abstract This paper presents a research study that measures the intention to purchase of sponsored product after watching a television program sponsored by MasterCard in Singapore. It ascertains the effectiveness of television sponsorship in Singapore, by predicting the intentions to purchase of sponsor's product or utilize sponsor's services using a modified version of the theory of planned behavior (TPB). Overall, the purpose of the study is to uncover the major influences on the decision to purchase a sponsor's product. Effectiveness of sponsorship has been measured in this thesis using the theory of planned behavior Both, theory of planned behavior and social identity are used to determine whether social identity adds explanatory value to the theory of planned behavior for sponsors.
Outline:
Introduction
Literature Review
methodology
Results and Discussion
Conclusion
From the Paper "The seventh question explored the relationship between intention to purchase and social identity (family). Question eight explores the relationship between social identity (friends) and intention to purchase. The answers of the respondents have been summarized in Table 8.1. Eighty Five (85) respondents asserted that it is "extremely likely" that for them to purchase a Master Card after watching the National Kidney Foundation (NKF) show sponsored by them is extremely important because of the support they have got from their friends. "
Tags: branding, companyprofileinfluenced to purchaseconsumerattitudes
Abstract This paper focuses on the great packaging company called 'Sonoco'. It is a well-known company, which is listed on the NYSE as SON. This company is been around for 130 years and it is one of the world's largest makers of industrial and consumer packaging products including flexible packaging, composite cans, tubes, cores, cones, and wire and cable reels. 9 pgs. Bibliography lists 3 sources.
Tags: BOOK REPORTS - BOOK REVIEWS, sonoco companyprofile
Abstract The paper attempts to determine the influence that innovation has, if any, on the customer decision-making process using the example of Apple and iPod products. The paper includes a review of the relevant peer-reviewed, scholarly and organizational literature and utilizes a survey to develop timely insights into how innovation can influence undergraduate purchasing decisions. The paper concludes by identifying some significant general trends and patterns in purchase decision behaviors.
Outline:
Abstract
Chapter One: Introduction
Chapter Two: Literature Review
Chapter Three: Research Methodology
Chapter Four: Results and Analysis
Chapter Five: Summary and Conclusion
From the Paper "The growing body of research concerning innovation suggests that one of the most challenging aspects of being a consumer in the Information Age is the incredibly rapid pace with which innovation is being introduced into the marketplace today. Today's state-of-the-art technology, though, quickly becomes tomorrow's technological doorstop. In this environment, owning the latest and most fully featured gadget assumes some daunting aspects that can reasonably be expected to affect the decision-making process for many consumers of cellular telephone and wireless computer products today. Even more challenging, though, is the task facing companies seeking to exploit innovation in meaningful ways to grow their enterprises and achieve their organizational goals."
Abstract This paper discusses the history and activities of Home Depot. The author also explores the effects of the company's vast growth and expansion, including graphs for clarification. In conclusion, the paper offers recommendations to solve the major current problems that the company faces.
Abstract
CompanyProfile Chart 1
Chart 11
Conclusion
Recommendations
References
From the Paper "In short, Home Depot Inc. is a great enterprise, which needs to take care of some important issues in order to not only maintain growth but also remain in the good books of its customers. In the last few years, many cases of injury at its stores have been reported as people have complained that heavy stuff is usually kept on high shelves and it led to injuries in few cases. Soon Kim filed a case against Home Depot in 1997 after a heavy door was dropped on her head accidentally when an employee tripped over something while retrieving supplies from a high shelf. These complaints must be avoided at all costs in order to retain the trust of the customers."
Abstract This paper analyzes pharmaceutical company, Merck & Company, INC., . The author provides a companyprofile and examines a number of issues such as: product marketing, service marketing, manufacturing, values and motives of the company.
From the Paper "The pharmaceutical industry is one of the largest and most far reaching industries in our nation, and therefore is an industry that can neither be avoided nor ignored. The amount of money spent on healthcare is phenomenal ? representing 14 cents of every dollar of goods and services produced in the United States (Jhin, 1996). New drugs that emerged in the past decade proved to be extremely profitable, and with new advances in technology and faster drug approval rates, the outcome is clear ? more money plus better science equals more new drugs (Kleinke, 1998). "
Tags: pharmaceutical, company, health, care, services
Abstract A study of Dell and its unusual and highly-profitable business strategy which strongly excludes middlemen. Selling direct to the buyer provides not only economic benefits inherent in maintaining virtually no inventory and lower distribution cost, but also allows them to interact directly with their customer. This paper discusses the history of Dell and how Michael Dell came to establish this very successful hardware company. It details several big deals that Dell has made with companies such as IBM and HP which will help them prosper in the future.
From the Paper "Dell Computer Company has a distinction that separates it from the rest of the companies such as Compaq, IBM, Hewlett-Packard and others in the computer hardware market. Dell does not use middlemen; their business strategy is to sell directly to the end user through a variety of interfaces. Selling direct to the buyer provides not only economic benefits inherent in maintaining virtually no inventory and lower distribution cost, but also allows them to interact directly with their customer. This puts them in the enviable position of being able to profitably extend and grow their business through relationships and contacts made from the first purchase. (Fortune Magazine, December 20, 1999.)"
Abstract This study investigates the decision process of consumerspurchasing property in Spain. The paper focuses on the underlying reasons for purchasing a property in Spain, the methods used by the purchaser to gather information and the overall satisfaction with the purchase process. The paper links a report about current theories on consumerpurchasing behaviour to the purchase of property abroad.
The investigation reveals a clear link between the level of satisfaction of the purchase process and the level of information and advice sought. The paper includes flow charts, tables, and graphs. It also appends the questionnaire used in the research and data analysis pages.
Outline:
Abstract
Contents
List of Tables
List of Figures
List of Appendices
Acknowledgements
1. Introduction
1.1 Aspects and Foundation of the Research
1.2 Aim of the Research
1.3 Objectives of the Research
1.4 Hypothesis
2. Literature Review
2.1 Consumer Behaviour
2.2 The Consumer Decision Process
2.3 Problem Recognition
2.4 Information Search
2.4.1 Do Consumers Always Search Rationally?
2.4.2 Determinants of Information Search
2.4.3 Type of search
2.4.4 Evaluation of Alternatives
2.5 The Decision
2.5.1 Affect Referral Rules
2.5.2 Non Compensatory Decision Rules
2.5.3The Lexicographic Rule
2.5.4 Compensatory Decision Rules
2.5.5 Modified Rules for Research
3. Methodology
3.1 Methodology in Similar Research
3.2 Research Approach
3.3 Research Strategy
3.4 Method
3.4.1 Channels of Distribution
3.4.2 Ethics
3.4.3 Data Collection and Analysis
3.4.4 CHI-Square Test
3.4.5 Elements of Bias
3.4.6 Sampling
3.4.7 Pilot Study
3.4.8 Research Constraints
3.4.9 Response Rate
3.4.10 Variables
3.5 Null Hypothesis
4. Results
4.1 CHI Square Test
4.2 Data Interpretation
4.3 Summary of Key Findings
5. Discussion
5.1 Pre Purchase Process
5.1.1 Information Search
5.2 Purchase Process
5.3 Post Purchase Process
5.3.1 Consumer Behaviour Models
5.4 ConsumerProfile 6. Conclusion
7. Recommendations and Further Research
8. References
9. Appendices
10. Glossary
From the Paper "Nicosia proposed a model that concentrated on the buying decision for a new product (illustrated in figure 2). The first stage of the model concentrated on the marketers' attempts to communicate with the consumer and the consumer's predisposition to act in a certain way. The scope of this research did not allow for the exploration of marketers' communication methods. However, the second stage of the model involved the consumer in a search evaluation process, which is influenced by attitudes. This follows a similar process to the Andreason model but it allowed the consumer to evaluate the process."
Abstract This research paper provides a background and overview of how cultural influences affect consumer buying behaviours to identify any commonalities and differences between consumers in the United States and Russia, and to determine what impact these differences and commonalities have on online and brick-and-mortar outlet purchasing behaviours. Chapter one introduces the topics under consideration, provides a statement of the problem, the purpose and importance of the study, as well as its scope and rationale. Chapter two provides a critical review of the relevant and peer-reviewed literature concerning e-commerce and e-tailing and a discussion of the respective economies of Russia and the United States today. Chapter three presents the study's methodology, a description of the study approach, the data-gathering method and the database of study consulted. Chapter four is comprised of an analysis of the data developed during the research process and chapter five presents the study's conclusions, a summary of the research and salient recommendations for companies seeking to establish or expand their online presence in the future.
Outline:
Introduction
Review of Related Literature
Methodology
Data Analysis
Summary, Conclusions and Recommendations
From the Paper "The trends are clear and unmistakable. Just a decade ago, online sales were a very small part of the national economy of the United States and were virtually nonexistent in the former Soviet Union, and online sales in total comprised a tiny fraction of global trade. Today, though, online sales are in the tens of billions of dollars, and electronic commerce is becoming increasingly important to consumers, sellers, and entire economies. Though considered to be in its relative infancy, Internet usage and on-line marketing are also growing explosively. In fact, during 2003 alone, approximately 40 million households in the U.S. made at least one purchase from the Internet, up from only six million in 1994 (Black, 2005). Rapid innovations in a wide range of telecommunications, the volume and rapidity of air travel (in spite of the September 11th 2001 terrorist attacks in the United States), e-business and instantaneous "live" television coverage of important - and not so important - events have made the world a smaller place in which to live and shop, but with an enormously wider selection of choices available for those with the right tools and access. Today, new words and terminologies have entered the vernacular to describe this emerging reality; e.g., Internet, e-commerce, KBE, ISPS, dot-com companies, web portals, telephony, PGs, wireless application protocols; combined with other buzzwords such as "creative destruction" and "paradigm shift," as well as neologisms such as "glocalization," "globalating" and "technoglobalism," it is clear that more and more businesses will be turning to the Internet as a way to improve their competitive advantage and increase their market share in current and additional markets (Mutalib, 2002). Indeed, advances in technology have provided useful supportive tools in the conventional market. For example, television and radio have greatly facilitated one-way communication. Various information systems can be used to process transactions, collect and analyze data."
Tags: on, line, purchasing, cultural, differnces, internet
Abstract This paper examines the different aspects of consumer behavior in relation to the marketing strategies adopted by companies in the context of the present-day society in order to get a better perspective of the new-age customer. It examines issues such as consumer motivation, personality and consumer behavior, decision making processes, purchase behavior, post purchase behavior, customer loyalty, negative post purchase behavior, emerging trends and segmentation, and multiple sub-cultural consumers.
From the Paper "Consumer needs constitute the basis of all marketing strategies and hence the success and the profitability of a marketing concern largely depend on understanding and fulfilling the needs of the consumers. Motivation is the major driving force that impels consumers to act and so from the marketers viewpoint it is the starting point of understanding the consuming behavior. All consuming behavior can be categorized as falling into one of the following motives, as buying for "optimizing satisfaction", "preventing possible future problems", "escape from a problem", as a means of "resolving conflict" or simply to "maintain satisfaction". Needs are never fully satiated as once a want is fulfilled it is immediately replaced by another leading to a vicious cycle. Motivational research is aimed at understanding the consumer consciousness, which can be used as input in designing new and appealing forms of marketing strategies, which directly address the consumer motives. The underlying idea is that the marketing strategy should be viewed from the perspective of satisfying consumer needs rather than on the idea of selling the product. [Leon G Schiffman, 113] "
Abstract The paper discusses how the extensive collection, sharing and exchange of information between online companies to create profiles of individuals has become a major concern for privacy advocates. The paper defines online profiling and looks at the three primary categories of privacy concerns and the three segments of consumers who hold different views on privacy. The paper examines the benefits and concerns and contends that consumers deserve better protection of their online privacy. The paper maintains that the solution for the above problems is to make opting-in mandatory for all online profiling. The paper shows how there is no need for businesses to violate privacy rights as they are currently doing by insisting on invasive online profiling practices.
Outline:
Introduction
Online Profiling Defined
Privacy Concerns
Public Perception
Benefits and Concerns
Self-Regulation
Compliance with Self Regulation
Conclusion and Recommendations
From the Paper "Online profiling may involve the collection of anonymous transactional data and it may also involve the merger of this click stream data with personally identifiable information such as name, address, telephone number, credit card number, social security number, email address, etc. (Sax, 1999) A click stream is the sequence of clicks or pages requested as a visitor explores a Web site. The click stream data collected may include information such as Web sites and Web pages visited, the time and duration of the visit, search terms typed in search engines' forms, and other queries, purchases, "click through" responses to advertisements, and the previous page visited (Mulligan, 1999)."
This research examines consumer behavior and demand and considers the ways in which companies can use consumer behavior theory to increase demand and quantity demanded goods and services.
Abstract This paper discusses how companies need to understand consumer behavior in order to determine the best way to shift demand in favor of their products. When companies are able to ascertain why consumerspurchase particular goods and services, they can tailor their marketing efforts to address the needs of consumers. It explains how this increases sales, and improves the profit performance of the organization. It also discusses how consumer behavior can also help companies increase demand by helping consumers accept new uses for existing goods and services. It examines the close relationship between consumer behavior, demand, and marketing.
From the Paper "According to some analysts, American consumers are spending a higher percentage of their incomes than most other industrial nations, and even higher percentages than they have in the past. In 1998, consumer income increased by five percent, but consumer spending increased six percent. Consumer saving was approximately one-half of one percent of income (Walden, 1999, p. 46).
At the same time, consumers are taking on additional debt, also for purchases. American consumers spend an average of 18 percent of income on non-home loans, a record level of indebtedness (Walden, 1999, p. 46). This causes some economists to be concerned about the possible ramifications of a downturn in the economy. The concern is that consumers lacking sufficient savings to withstand a downturn will slow or even halt spending, and some consumers may be forced into bankruptcy in this situation because they lack appropriate financial resources."
Abstract This article discusses the meaning of consumer behavior. The paper illustrates the process that a consumer may follow when deciding to purchase a major item for himself or for his or her family. Furthermore, this paper shows how marketing matters may influence the consumer at each stage of the decision making process.
From the Paper "Consumer spending is the key to any market economy. There is no doubt that consumer spending is the most vital component of any economy. Depending on the economy, consumer spending can range greatly. In the U. S. and in most highly industrialized nations, this percentage is about total spending. The first part of measuring total consumption is measuring consumer sentiment, which is derived completely from a consumer's standpoint. The process of consumption has long been associated with sex and gender. Therefore it ... "
Tags: Buyer behavior, decision making, advertising, luury, major purchases
Abstract This paper examines the difference in the consumer behavior and attitudes towards the world's leading car rental service, Avis, and other rental companies. Extensive research that was conducted in many of the European and East Asian countries is used in the examination. The paper explains that the aim for conducting this research is to understand the relationships that exist between the consumer behavior and the services that are provided by the different car rental companies so that a trend analysis can be done. The paper also outlines the various factors that consumers look for in a rental company and why they choose a particular company over another. The paper then looks at why many consumers in the European countries are preferring the services of the Avis car rental over others and the reasons which compels them to trust the service of Avis over others.
Table of Contents:
Aims and Objectives
Introduction
Research Methodology
Literature Review
Difficulties and Limitations
Research Findings
Conclusion
Analysis
From the Paper "To understand the dynamics of this service and the organization under study, we first need to analyze and understand what the service is actually about. An insight about what the service is all about and how it originated and how has it become a necessity in today's world is described below. A car rental company or agency is basically the rents different kinds of automobiles for a short period of time for a certain amount of fee. This amount of fee is usually charged according to the kind of automobiles that is rented and the time for which it has been rented. It is a sophisticated form of a rental shop which is usually located near airports where they can specifically cater to their target market in a better way. Usually, the car rental companies' gain following with the help of numerous outlets present across the country in which they are operating to allow sound availability of their service to their dedicated customers. Often, their services on ground are complemented with the help of a presence of affiliation with an online website that can register their bookings online."
Abstract This paper explores how the media's influence on both adults and children has been well-documented and how, from prescription drugs to tobacco and its bad effects to alcohol influence on children, the media and advertising influences both how consumerspurchase and learn about health issues and their beliefs about certain health issues. It shows that, while physicians and consumers may disagree on whether or not that advertising plays a useful role in today's society, there can be no doubt of its permanence in the world today.
From the Paper "This media influence on children has a large impact, especially in the case of alcohol. According to a study by Grube (1995), children exposed to alcohol advertising were more likely to hold favorable views of drinking, and expressed intentions to drink more as adults. In the same study, it was found that exposure to and liking of alcohol advertisements affected whether young people would drink alcohol (Grube, 119). Considering the fact that, on average, children today spend five hours a day using various media, the results are overwhelming (Kaiser Family Foundation, 8). In addition, of those five hours, only 20 percent are supervised by an adult (Kaiser Family Foundation, 20)."
Abstract This research paper attempts to identify those factors that affect the attitudes and perceptions of consumers and which influenceconsumers and either reaffirm or alternatively change their mind about products and services. Toward this end, an extensive review of literature in this subject area is conducted and reported in the study.
Outline:
Objectives of Study
Research Questions
Significance of Study
Methodology
Introduction
Literature Review
Findings and Conclusion
From the Paper "The country-of-origin is international marketing "is a particularly important influence on the development of consumer attitudes toward products and services." The labels that state where the product was made have been shown by extensive research since the 1970s to have a large influence on the perception of consumers. Darling reports a study conducted in 1975 for the purpose of evaluating the "...impact of the country of origin label on the attitudes of Finnish consumers toward the products of various economically or politically important countries. The chosen market for analysis was that of Finland due to its "neutral political stance and the importance and rapid growth of imported products in its economy."
