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(2008, 3000 words)
The paper examines the concept of experiential marketing providing a review of literature on the theories of brand and consumer behaviour. The importance of emotional experience for making a purchasing decision is discussed. Case studies of the UK clothes suppliers Next and Primark are conducted with regard to their use of experiential marketing.
(2006, 2500 words)
The paper examines the phenomenon of fashion shopping reviewing literature on consuming motivation, price perception of consumers, sales promotion, etc. Factors motivating the decision to buy fashion items at a discount price are outlined and discussed with reference to the authorÌs personal experiences. The markdown policies of Top to Toe are analysed.
(2005, 1500 words)
What do our personalities say about ourselves? The paper used qualitative research techniques in depth interview form with a subject asking questions on the subject of themselves. The results were then analysed of which then when related to theory of self-concept can assist the understanding of there individual self concept.
(2006, 3000 words)
The paper examines the development of the marketing concept reviewing the history of businesses’ development, the definitions of marketing, the process of making purchasing decisions, etc. The drivers of buying behaviour are analysed including customer needs, societal values, cultural influences, etc.
(2006, 3000 words)
The paper examines consumer behaviour in relation to travel insurance providing a review of academic literature on cognitive psychology and its applications in decision making, brand evaluation, product knowledge, etc. The implications of the intangibility of insurance are discussed; recommendations about insurance marketing are offered.
(2006, 2000 words)
The paper reports on the statistical analysis of the BT customer study data investigating the levels of customer satisfaction with BT overall performance and the performance of each BT customer categories (business channels), i.e. BT Direct, BT Local buyers and BT Resellers. The variables that contribute to customer satisfaction are identified and evaluated.
(2005, 2500 words)
The paper examines preference shifts in evaluating consumer products in join and separate evaluations. Theoretical framework of the study includes the norm theory, the want/should proposition theory, the evaluability hypothesis, the utility theory, etc. The process of individual/ joint decision-making over a consumer item is discussed on the basis of an experiment performed in various groups of people.
(2006, 2000 words)
The paper examines the importance of stable purchasing patterns (PP) in established markets for consumer behaviour studies discussing single brand purchasing, multiple brands’ purchasing, penetration and purchase frequency, limits to market interventions, etc. PP efficiency in predicting future purchases is discussed.
(2006, 1500 words)
The paper critically evaluates the changes in the postmodern society including the changes in political systems, cultural stereotypes, the role of the family, advances in technology and advertising media, etc. The impacts of these changes on consumer behavior are discussed.
(2006, 2000 words)
The paper examines commodity fetishism (CF) illustrating it with Nike’s example, discussing theoretical underpinnings of CF including the ideas of Marx, Freud, etc. and highlighting its influence on individuals and society as a whole.
(2006, 3000 words)
Linking marketing Communications with consumer behaviour is a strict business imperative. Yet how organisations effectively communicate with their target markets depends largely upon the knowledge they have about the latter. In this regard, in a case-specific analysis, this paper demonstrates how Apple Computer Inc. from arming itself with knowledge of the consumers of portable digital music, markets the revolutionary music technology called the iPod. Then, the paper determines whether or not words-of-mouth communications is factor into the Company’s marketing communications suite for the iPod. To sustain and improve the iPod’s dominance, the current paper advances approaches, in light of consumer behaviour and marketing communications, which Apple Computer could take forward.
(2006, 11000 words)
The dissertation investigates consumers’ purchasing behaviour towards British and French brands advertised in France and the UK focusing on the importance of brands’ cultural identity. The review of literature touches on the issues of cultural identity and globalisation, the levels of human mental programming, consumer behaviour, advertising, the history of the relations between Britain and France, etc. The analysis of advertisements (Renault in Britain and Tetley in France) is conducted. Qualitative and quantitative research methods are described and applied to the secondary and primary (interview, questionnaires) data analysis. Conclusions are made about the influence of the brand’s cultural identity on the purchase intention.
(2006, 2500 words)
The paper examines the concept of ‘compulsive buying’ discussing in the context of traditional buying and reviewing academic opinions on the causes and gender aspects of addictive consumption, the features of consuming society, etc.
(2006, 2500 words)
The paper examines post-modern approaches to consumer behaviour defining the meaning of ‘postmodern’ and discussing the concept of creative consumption, new images of consumer and consumption, etc.
(2006, 8500 words)
The focus of this project is to look at the issue of advertising and consumer behaviour, with particular emphasis on how consumers react to advertising. This should give some insight into how advertising is approached in order to affect consumer behaviour. Advertising obviously works, but what makes a successful advertising campaign? This project will examine the area of advertising that contains a message, rather than advertising that aims to persuade the consumer to buy a product or service. Many examples of this type of advertisement are controversial in approach and aim to shock the viewer. The drink driving campaigns are one such example. Over the years these advertisements have become more and more explicit in their message of what can happen if someone drinks and then drives. The aim is to use shock tactics to try to influence and thus alter consumer behaviour. The images and message contained in such adverts are very powerful and a study of this area should prove interesting as advertising impacts on all areas of our lives. In relation to the above, the questionnaire will follow the lines of research of general questions. We will ask the subjects to give their reactions to a number of statements to identify their pre-existing attitudes and then look at a series of adverts and give their reactions to these. The adverts will comprise of 2 drink-driving adverts. The aim is to attempt to discover how people react to these types of adverts in addition to what attitudes they take.
(2004, 2000 words)
The paper examines the motivations behind consumer behaviour reviewing Maslow’s theory on the hierarchy of needs and analysing the graphical and verbal means by which advertisements motivate people to buy cars.
(2005, 3000 words)
The paper reports on the UK beer and lager (B&L) market reviewing the main manufacturers, brands, and distributors in the market; identifying the market drivers and focusing on the ethnic aspects of consumer behaviour. Qualitative methods of research are described, comparative analysis of the primary data (questionnaire) and secondary data is conducted. Conclusions are made about the B&L market oligopoly and brand preferences across ethnic groups. Recommendations to the major UK brewers are offered.
(2006, 6100 words)
This paper investigates the impact of consumer behaviour on the design of housing in the United Kingdom and the development of homogenous westernised designs of housing across different cultures due to increased mobility, technology and affluence of developing countries. There have been many changes to consumer lifestyles, modes of behaviour and demographic trends that have seen the development of choice in new house builds. However, other variables such as attitude to new housing have created a resistance to new housing developments, which combined with some lack of quality and customer focus in the construction sector has lessened this influence. The study found that other macro factors such as political pressures, the economy, technological and environmental concerns will also impact on the design of new housing. It is important for housing developers to gain a much better understanding of consumers’ needs.
(2005, 3500 words)
The paper examines consumer behaviour in British Muslim women conducting a case study of their needs and preferences in shopping for clothes on the basis of primary data collection (through questionnaires) and secondary data analysis. A literature review touches on personality theories, fashion trends, decision making patterns, etc.
(2006, 2500 words)
The paper examines the buyer behaviour in the food industry providing a review of literature on customers’ expectations, the company’s image and brand, customers’ learning process, social and cultural influences on buyer behaviour, etc. A study of customers’ attitudes to potato crisps is conducted using a questionnaire; the use of potential education in changing customers’ beliefs is discussed as a marketing communication strategy.
(2006, 2000 words)
This report discusses the rationale for firms understanding consumer behaviour. Many firms understand what their customers want and gather large amount of consumer data. Nonetheless, a large proportion of these companies are not fully customer aligned. In this report, the importance of consumer behaviour and its affect on the marketing decision-making process is discussed. Asda and supermarket retailing are used as a case example.
(2006, 2500 words)
The paper examines psychological motives of consumer behaviour focusing on the role of personality and reviewing self-concept theories on role-identities, possession-identities, the connection between self-concept and consumption, symbolic value of products, self-image congruence, etc. The implications of symbolic consumption for marketing managers are discussed.
(2005, 2000 words)
The paper examines the nature of experiential marketing reviewing theories on consumption experience, utilitarian consumption, hedonic consumption and experiential economy aiming at a pursuit of fun, feelings and fantasies. Marketing implications of the difference between hedonic and utilitarian dimensions of the product are discussed.
(2006, 2000 words)
The paper examines the nature of consumption reviewing literature on consuming experiences and focusing on the hedonic consumption phenomenon, subjective leisure experience (including rites, rituals, the creation of sacred objects, times or places), the concept of brand community, hedonic experiences through shopping, experiential marketing, etc.
(2006, 3700 words)
The research compares consumer beliefs towards three leading UK banks: Lloyds, HSBC and RBS. The paper develops questionnaire in the basis of secondary research which contains the salient beliefs of consumers towards the brands of concern.
(2006, 1900 words)
This paper discusses the assumption that consumers behave in a rational, economic manner when making their choices of consumption. It has found that whilst it is true that rational thought will influence consumers, they are much more likely to be influenced by symbolic meanings attached to their consumption. These symbolic meanings will be created predominately by the reference group to which a consumer does or wishes to belong. Or even, the group to which they do not wish to belong! Consumer behaviour will also be influenced by the personality of the consumer and how motivated they are to project a certain image to meet their self concept.
(2005, 4100 words)
Consumers behaviour and attitudes towards downloading music from authorized websites. Examines Buyer Behaviour in terms of illegal downloading and in what degree the new digital record shops will prevent people from music piracy.
(2006, 2000 words)
The paper examines the concept of marketing focusing on the nature of buying behaviour and analyzing cultural, social, personal, psychological and other factors that influence consumer behaviour.
(2005, 3000 words)
Consumer purchasing behaviour is a much researched area, as indeed is todays society and how it has changed in history. But how has ‘society shaped consumer purchasing, and what are the implications for marketing. These two questions will be answered in the following paper. In order to answer the first question we need to understand what is meant by the term ‘society. According to the Oxford Dictionary (2004) society can be defined as ‘a number of persons associated together by some common interest or purpose, united by a common vow, holding the same belief or opinion. Society in a business and specifically marketing context involves many aspects, all of which are heavily discussed in texts and articles in the consumer behaviour area. For the purpose of this essay, it is wise to narrow down a specific area upon which to focus. Those areas that are heavily discussed and researched include; reference groups, social class, family and culture, all of which are inextricably intertwined.
(2005, 5000 words)
The paper studies the buying behaviour in the UK male grooming market examining the motives behind certain brands and reporting on the growth of male grooming industry, the significance of branding, etc. Quantitative and qualitative data (obtained through questionnaires) is analysed suggesting the existence of brand and grooming product loyalty among men.
(2005, 2500 words)
The paper examines the sociological and physiological roots of organizational purchasing showing its difference from individual purchasing and discussing the main drivers and motivations of consumer behaviour. Relevant theories are reviewed including those by Freud, Maslow, Pavlov, Skinner, etc.
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