Research About Consumer Behaviour

In: Business and Management

Submitted By ajija
Words 2747
Pages 11

2.0 PART A: CONSUMER 2.1 The Product, Company and Brand The advertisment show the product of Notebook which the brand is HP. This advertisment was taken from Kosmo newspaper date on 24 March 2016. The Hewlett-Packard Company, commonly referred as HP was an American multinational information technology company headquartered in Palo Alto, California. It developed and provided a wide variety of hardware components as well as software and related services to consumers, small- and medium-sized businesses (SMBs) and large enterprises, including customers in the government, health and education sectors. The company was founded in a one-car garage in Palo Alto by William Bill Redington Hewlett and David Dave Packard, and initially produced a line of electronic test equipment. HP was the world's leading PC manufacturer from 2007 to 2013. It specialized in developing and manufacturing computing, data storage, and networking hardware, designing software and delivering services. Major product lines included personal computing devices, enterprise and industry standard servers, related storage devices, networking products, software and a diverse range of printers and other imaging products. In this advertisment, the notebook model is HP Pavillion 15-ak031TX and HP Pavillion 15-ak032TX is a shopping product which these notebook is a personal computer designed for playing computationally demanding video games. Gaming computers are very similar to conventional PCs, with the main difference being the addition of gaming-oriented components such as one or more high-end video cards. One of the special characteristic of the product is the notebook using The NVIDIA® GTX 950M graphic card and Intel Quad core processor which it is legendary performance for the notebook.

2.2 Target Consumer The target consumer for HP notebook gaming model comes from a…...

Similar Documents

Consumer Behaviour

... Londiwe Mkhize Student Number: 28531907 A research project submitted to the Gordon Institute of Business Science, University of Pretoria, in partial fulfilment of the requirements for the degree of Master of Business Administration. 10 November 2010 © University of Pretoria ABSTRACT The foremost argument of this research is that self concept is of fundamental influence in the choices consumers make when purchasing luxury clothing brands. The objective of this research was to determine the relationships between self concept and the experience, attachment and loyalty that consumers have towards brands. The research further sought to confirm the role that identity theory plays in brand consumption. Sixty-nine respondents were surveyed via an electronic tool to understand how they view the role that self concept plays in the experiences they encounter with clothing brands. Experts were also interviewed to gain deeper insights into brands and the importance that communication and branding strategies play in developing brands for consumption. Ttests and bivariate regression was performed in order to determine relationships amongst the constructs. The findings show that consumers place a relatively high importance on the brand experience and self concept constructs. Marketing and advertising companies have an enormous responsibility to ensure that the right messages are communicated to consumers in order to give consumer a positive brand experience. A robust brand......

Words: 19626 - Pages: 79

Consumer Behaviour

...MKT2CBE Consumer Behaviour Week 2 Chapter 2, Value and the Consumer Behaviour Value Framework Learning Outcome 1: Describe the consumer value framework, including its basic components CVF: Identifies variables that influence the consumer both internal and external whilst also looking at the process of turning a need into a want into the acquisition of a product; then having the product do something for them (creating value) be it hedonic or utilitarian. Internal Influences: Learning, Perception, Memory, Attitude, Categorisation (cool, uncool) Personality of Consumer: Motivation, Personal Values, Lifestyle, Emotional Expressiveness (Assignment) Consumption Process: Needs, Wants, Exchange, Costs/Benefits, Reactions Value: Utilitarian/Hedonic Relationship Quality External Influences Situational Influencers Affect: feelings Consumer research: defining, establishing and testing individual differences in order to divide market External Influences: interpersonal, social environment (workmates/housemates/family) Situational Influences: time of day Learning Outcome 2: Define consumer value and compare and contrast two key types of value Value: What you get – What you give up eg. 7/11 convenience of opening 24/7 allows the company to introduce a higher premium Utilitarian: utility aspect (product, functionally, does something for you) Hedonic: facebook updates on your phone Learning Outcome 3: Apply the concepts of marketing strategy and...

Words: 2168 - Pages: 9

Consumer Behaviour

...|Subject |Consumer Behaviour | |Weightage |25% |Submission Date |28/10/2013 | Regulations A. Late Submission • A 10% deduction per day of total coursework marks (excluding weekends and public holidays). • Late submission between 5 to 10 days, results in a 50% deduction of total coursework marks. • Late submission past 10 days results in an automatic 0% for coursework and the student will be barred from the final examination. B. Deliverables Students must submit all materials supporting their coursework listed in the deliverable section. ▪ The coursework must be done individually and must be entirely your own work. Please make sure that you are aware of the rules concerning plagiarism. If you are unclear about them, please consult your program coordinator/lecturer. ▪ The coursework should exhibit formal research skills i.e. with a table of content, proper citations, references, and appendixes. ▪ The coursework write up must be able to demonstrate critical analysis and application of both theory and practical issues to the company that you have selected. ▪ Student may include additional relevant data/information apart from the proposed guidelines in conjunction to your research. Additional marks will......

Words: 463 - Pages: 2

Consumer Behaviour Research

...Exploratory research: The chief purpose of exploratory research is to reach a better understanding of the research problem. This includes helping to identify the variables which should be measured within the study. When there is little understanding of the topic it is impossible to formulate hypotheses without some exploratory studies. For example, crop residues such a straw are high in lignin (a wood-like substance) and low in nutrients. This makes them a poor animal feed since the lignin acts against digestibility and the low nutrient content means poor food value. However, if treated in a strong alkali, plus a little heat, the lignin breaks down and the nutrient content increases. A company was established to exploit this technology and did so successfully for 4 seasons. After this period sales began to slow down. Three other manufacturers had entered the market by this time. The company, Animal Feed Systems, did not know whether the whole industry had slowed down or if only their product was suffering. Nor did they know if the problem was temporary in that perhaps the market comprised of "early adopters" had been saturated but it was only a matter of time before other farmers began to buy their systems when they saw how well they worked. It was also possible that if a problem did exist it could lie in any one of a number of areas: animal populations might be declining, distributors may not be promoting the product aggressively, customers may be experiencing difficulties......

Words: 3100 - Pages: 13

Consumer Behaviour

...Jeff Bray Consumer Behaviour Theory: Approaches and Models Consumer Behaviour Theory: Approaches and Models...............................................2  1.1 Consumer behaviour & consumer decision making ............................................2  1.2 Theoretical approaches to the study of consumer behaviour..............................3  1.3 Economic Man .....................................................................................................4  1.4 Psychodynamic Approach ...................................................................................4  1.5 Behaviourist Approach ........................................................................................5  1.6 Cognitive Approach .............................................................................................6  1.6.1 Cognitive Models of Consumer Behaviour ..................................................9 Analytic Cognitive Models ..................................................................10 Prescriptive Cognitive Models............................................................20  1.7 Humanistic Approach ........................................................................................25  1.7.1 Humanistic Models of Consumer Behaviour..............................................25  1.9 Summary ............................................................................................................28  References..............................

Words: 10006 - Pages: 41

Consumer Behaviour

...Individual Research Report Consumer Behaviour Naveed Mohammed 300765975 Prof. James Quance Business Communications 2 BUSN 733 13 Nov ‘13 ------------------------------------------------- Executive Summary This report discusses consumer behaviour in detail. Consumer behaviour refers to the buying behaviour of individuals and households that buy goods and services for personal consumption. All of these final consumers combine to make up the consumer market. Consumers around the world vary tremendously in age, income, education level and tastes. They also buy an incredible variety of goods and services making both simple and complex purchase decisions every day. The Cultural, Social, Personal and Psychological factors that affect consumer behaviour are discussed in detail. The consumer decision process which consists of Need Recognition, Information Search, Evaluation of Alternatives, Purchase Decision and Post Purchase Behaviour are then studied. A Consumer Analysis follows where questions like “Who buys and uses the product?”, “What consumers buy and how they use it?” and “Why consumers prefer a product?” are answered. A brief conclusion wraps up the report which states how Marketers study consumer behaviour to find answer to most questions that help them design marketing strategies to reach consumers more effectively and build long lasting relationships. Table of Contents Introduction | | 1 | Factors influencing Consumer Behaviour | |......

Words: 2342 - Pages: 10

Consumer Behaviour

...Blood donation behaviour Context and problem/opportunity The Australian Red Cross Blood Service is becoming increasingly concerned as the number of people donating blood is failing to meet the high demand of blood required. At some point, around 30% of the Australian population will require blood (Godin, Sheeran, Connor, & Germain , 2005). The underlying problem is that only 3% of the eligible population donate blood regularly (Godin, Sheeran, Connor, & Germain , 2005). In particular, Generation Y, who made 150,000 donations, present a problematic age group, as their retention rate is only 61% (Godin, Sheeran, Connor, & Germain , 2005). Young donors, aged below 25, make up the lowest generation for repeat donations. As a consultant to the RCBS, it is vital to understand why Australians choose to disengage with blood donation, in order to retain them as active donors. Literature Review Many scholars have undertaken research into the implications of blood donation and specifically, reasons as to why the retention rate is so low. One of the overarching issues discussed by academics is the effect of the gap between intention and behaviour. Research has found that a positive intention to give blood is not sufficient for an individual to actually perform the behaviour (Pomazal and Jaccard, 1976). Intentions represent a person’s motivation in the sense of his or hers conscious plan or decision to exert effort to enact the behaviour (Connor and Armitage,......

Words: 2433 - Pages: 10

Consumer Behaviour

...AMITY SCHOOL OF DISTANCE LEARNING, ASoDL Consumer Behaviour ADL – 45 Assignment – A Five Analytical Questions Marks – 10 1. a) What is the interrelationship between the consumer behaviour discipline and the marketing concept? b) How can the study of consumer behaviour assist marketers in segmenting markets and positioning products? 2. Contrast the major characteristics of the following personality theories: a) Freudian theory, b) Jungian theory, c) Neo-Freudian theory, and d) Trait theory. In your answer, illustrate how each theory is applied to the understanding of consumer’s behaviour. 3. a) Discuss the differences between the absolute threshold and the differential threshold. b) What is consumer reality? 4. How is perceptual mapping used in consumer research? Why marketers are sometimes forced to reposition their product or services? Illustrate your answer with examples. 5. Distinguish between beliefs, values, and customs. Illustrate how the clothing a person wears at different times or for different occasions is influenced by customs. Assignment – B Three Analytical Questions Marks – 10 1 A marketer of health foods is attempting to segment its market on the basis of consumer self image. Describe the four types of consumer self-image and discuss which one(s) would be most effective for the stated purpose. 2 Which theory of learning (i.e., classical conditioning instrumental conditioning or cognitive......

Words: 1925 - Pages: 8

Consumer Behaviour

...Chapter 2 Consumer Behaviour 2.1 Introduction “The consumer, so it is said, is the king… each is a voter who uses his money as votes to get the things done that he wants done” [Samuelson in Oxford Dictionary of 20th Century Quotations, 2000:274]. There is no question about it – consumers are paramount to the economy. All marketing decisions are based on assumptions about consumer behaviour [Hawkins et al., 2001:8, Mulkern, 2001:126; and Labbe, 2000:38]. In order to create value for consumers and profits for organisations, marketers need to understand why consumers behave in certain ways to a variety of product and services offered. In order to determine the factors that influence the preferences of the Millennial Generation, an understanding of how consumers generally think and behave in buying situations is vital. This chapter starts off with a model of consumer behaviour, which will serve as the foundation of this chapter’s structure. The first part of the model takes an in-depth look at internal, external and other influences that are relevant for the purpose of this study, whilst the second part examines the consumer decision-making process in detail. 2.2 Model of consumer behaviour Understanding consumer behaviour and “knowing customers,” have and never will be simple. Consumers may say one thing but do another. They may not be in touch with their deeper motivations. They may respond to influences that change their mind at the last minute....

Words: 27724 - Pages: 111

Consumer Behaviour

...Understanding consumer behaviour before launching a product i.e. Tablet. Table of contents: * Understanding consumer behaviour * Advantages * Disadvantages * Conclusion * Appendix Understanding consumer behaviour Studying consumer behaviour helps a company to set up its goals and marketing strategies. To understand a consumer’s psychology in order to improve an organisation’s marketing tactics is essential; it helps firms and organisations to study the behaviours, choices and needs clients make to consume a product or service. Hawkins (2007, pg.22) stated, “The consumer decision process intervenes between the marketing strategy and the outcomes. That is, the outcomes of the firms marketing strategy is determined by its interaction with the consumer decision process. The firm can only succeed if consumers see a need that its product can solve, become aware of the product and its capabilities, decide that it is the best available solution, proceed to buy it and become satisfied with the result of the purchase.” Marketers use a number of ways to analyse consumer behaviour including behavioural, emotional and cognitive. Solomon (2013, pg. 3) concluded that various factors influence consumers to make choices to buy products including their friends, social media, society and culture. Kumar (2009, pg. 181) proposed that it is very important to keep the values, beliefs and morals of customers in mind. Especially, while introducing gadgets like mobile phones,......

Words: 957 - Pages: 4

Consumer Behaviour

...object. As a consumer, we have a wide range of products and services to choose from and we tend to form attitudes towards each products while making decisions, for example when we are being questioned whether we like or dislike the specific product in a survey. At that moment, we are being asked to express our point of view on the certain product or service. As the way consumers feel about the brand reflects their attitudes towards that brand. Consumer’s attitudes towards a certain product is crucial for any marketers as it determines how well their products or services perform in the specific market. From that, marketers will know how to tailor their products to meet each individual’s unique requirement. There are two types of attitudes, positive attitude and negative attitude. When a consumer have a positive attitude towards a product, he or she will spread positive word of mouth to others, this can boost up the company’s image, however, negative attitudes towards the product may have a big impact on both reputation and sales of the company. This essay will outline how consumer attitudes are formed and affect the behavior of consumers. Next, the difference in behavior and attitudes on product choice and purchase when consumers are rational or irrational decision makers will be discussed, Lastly, the ways marketers used to change consumers ‘attitudes and behavior when they are rational or irrational will be included as well. Content Different types of consumers have......

Words: 4255 - Pages: 18

Consumer Behaviour

...1. Introduction We started our research with a definition of the term “consumer behaviour which, according to Schiffman, L. and Kanuk L. (2004 p. 8) is “the behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs”. Considering that we are all unique persons with our own needs and requirements, one of the most important constants among all of us is that above all we are consumers. Until the late 20th century a lot of firms were product-orientated and failed to understand what is changed in their customers’ needs in an increasingly competitive marketplace. In today’s competitive market place there can be few organisations, which do not want to be customer-oriented. Proctor (2000) stated that “Nowadays, we understand that customers matter, as well as marketing is very important.” Also, Kotler and Keller (2011) highlight “the importance of understanding consumer buying behaviour and the ways how the customers choose their products and services can be extremely important for product makers as well as service providers as this gives them a competitive advantage over its competitors in several aspects. For example, they may use data obtained by studying the consumer buying behaviour to set their strategies towards offering the proper products and services to its core market of customers reflecting their needs and wants effectively.” To sum up all the arguments stated......

Words: 4239 - Pages: 17

Consumer Behaviour

...MARKET SEGMENTATION THE ACCESSORIES MARKET FOR MEN MKW 2402 CONSUMER BEHAVIOUR Chrismal Perera 24855871 Thisura Goonawardena 25633872 Pratul Venglet 24943436 Keshav Ramkhelawon 23549785 Srijan Menon 25058568 EXECUTIVE SUMMARY This report critically analyses the internal influences on consumer’s behavior and their buying decisions. The influences described are Personality and Self Image, Motivation and Involvement. These Influences are understood to create a Marketing Strategy for the launching of the New Classic Watch we have chosen. A few potential target markets were analysed, such as Fashion Watch Buyers, Sports Watch Buyers and finally the buyers of Classic Watches. We chose to target Classic Watches as we better understood the internal influences affecting this group and could come up with a strong strategy to successfully target this market and earn a potential return. The need for Self Esteem is a major influence for buyers of Classic Watches. Their professions or social groups demand sophistication and splendor, the individual within these groups have high self esteem and feed their image with products such as classic collectible watches. The level of involvement may be very high because of the huge price tag that accompanies the product. We have recommended to premium price the product to reflect its superior craftsmanship and the expensive material used, it also reflects the majesty and the elegance of the superior classic watch. The watch...

Words: 3146 - Pages: 13

Consumer Behaviour

...A STUDY ON CONSUMER BUYING BEHAVIOUR AT TIME TO PURCHASE HERO HONDA BIKE. A Report submitted in partial fulfillment of the requirements for the award of the degree of BACHELO OF BUSINESS ADMINISTRATION TO SOUTH GUJARAT UNIVERSITY, SURAT Submitted By: TARANG P PATIL T.Y.B.B.A. (SEM-VI) ROLL NO.-23 Under the guidance of MR.HORMAZ.D.PATEL Submitted To: THE CO-ORDINATOR THE SURAT PEOPLE’S CO-OP. BANK COLLEGE OF BUSINESS ADMINISTRATION UDHNA (SUART) March 2007 1 THE SURAT PEOPLE’S CO-OP. BANK COLLEGE OF BUSINESS ADMINISTRATION CERTIFICATE OF THE FACULTY GUIDE This is to certify that the project entitled “A STUDY ON CONSUMER BUYING BEHAVIOUR AT TIME TO PURCHASE HERO HONDA BIKE. Submitted in partial fulfillment for the award of the degree of BACHELOR OF BUSINESS ADMINISTRATION TO SOUTH GUJURAT UNIVERSITY, SURAT is a record of bonafide research work carried out by TARANG P PATIL under my supervision and guidance. Signature Project Guide (Prof .H.D.Patel) Signature Co-Ordinator (MRS. DAISY S.T) DECLARATION 2 I , TARANG P PATIL , here by declare that the project report entitled “A STUDY ON CONSUMER BUYING BEHAVIOUR AT TIME TO PURCHASE HERO HONDA BIKE. under the guidance of Prof H. D. PATEL submitted in partial fulfillment of the requirement for the award of the degree of Bachelor of business administration to south Gujarat university , Surat is my original Work - research study - carried out during 1st January, 2008 to 1st March ,2008......

Words: 4101 - Pages: 17

Consumer Behaviour

...q Consumer Behaviour 1 q 1 Consumer Behaviour Customer is profit, all else is overload.... x This chapter provides an introduction to consumer behaviour. “Consumer is the most important person. The business revolves around the consumer.” After finishing this chapter one should be able to understand: q What is meant by consumer behaviour q Consumer decision-making process q Marketing strategy and consumer behaviour q Indian consumer and his characteristics x INTRODUCTION All of us are consumers. We consume things of daily use, we also consume and buy these products according to our needs, preferences and buying power. These can be consumable goods, durable goods, speciality goods or, industrial goods. What we buy, how we buy, where and when we buy, in how much quantity we buy depends on our perception, self concept, social and cultural background and our age and family cycle, our attitudes, beliefs values, motivation, personality, social class and many other factors that are both internal and external to us. While buying, we also consider whether to buy or not to buy and, from which source or seller to buy. In some societies there is a lot of affluence and, these societies can afford to buy in greater quantities and at shorter intervals. In poor societies, the consumer can barely meet his barest needs. The marketers therefore tries to understand the needs of different consumers and having understood his different behaviours which......

Words: 3230 - Pages: 13

Ver más | For 2000-2004 Toyota Avalon Pair Chrome Housing Amber Corner Headlight/lamp Set | NN Launcher - Nice Native Nougat Launcher in 2019 PRIME APK