Consumer behaviour Essay Example | Topics and Well Written Essays - 3000 words - 2

Consumer behaviour - Essay Example The essay below discusses the role of marketing in enhancing consumer motivation through application of consumer behaviour models. Marketing links the societal product requirements to the economic responsive strategies. Marketing can be viewed as an organisational function that creates, delivers and communicates value to consumers while managing customer relationships in strategies that are beneficial to the organisation. Most marketing strategies are geared towards understanding the consumer behaviour and providing superior customer value. Consumer behaviour is defined as the buying culture of consumers. Consumer behaviour is affected both intrinsic and extrinsic factors such as perception, the self, motivation, learning and memory, attitudes, group influence and culture. According to Solomon et al (2006: 6), consumer behaviour involves focus on the processes involved when individuals choose, buy, use and dispose products, or services to satisfy their needs or desires. Marketing is a chain of various market components that are interconnected. The components supplements and overlap with each other. Effective marketing entails taking into account the consumer opinion and behaviour that enables manufacturing of goods that suits their needs. Marketers should be able to discern what prompts a consumer to act and what stops them from purchasing products. The aim of studying consumer behaviour is to understand the buyer and make a customer out of them. The study focuses on the processes used to choose, secure, apply and dispose products, experiences, services and ideas in a bid to satisfy consumer needs. The problem remains pertinent even with the modern efforts geared towards improving the motivating aspect of marketing strategies. The buyer is a highly complex entity in the discussions involving consumer behaviour and motivation; their needs are innumerable. Some of the needs are latent, manifest or highly dominant. The marketer should understand that consumers hav e their own ideas on the mechanisms applied in realising needs and desires. Understanding the need-structure and priorities of the buyer will require the marketer to develop a market relationship with the consumer. Consumer behaviour is applied in the formulation of the marketing strategy, public regulations and social marketing. Focus on consumer behaviour leads to the establishment of improved marketing strategies aimed at improving the worth of marketing campaigns and attracting new consumers (Biernat and Sesko, 2012: 138-143). Marketing managers should take into account the psychological aspects of the consumers in identifying the most perfect time for conducting marketing operations in relation to their perceptions on time. Few consumers accept products when newly introduced in the market but they later embrace their use as they penetrate deeper into the markets. This implies that organisations should be well financed to ensure that their products stay afloat when newly introdu ced in the markets. Focus on few numbers of consumers enables them to understand consumer behaviour which they can harness in influencing high numbers of consumers. Marketing strategies such as social marketing does not only aim at promoting products but also enables the companies become acquainted with consumer behavioural peculiarities and apply them in production. Motivation compels individuals to action. It can be defined as the stimulation of any desire or emotion that occurs in response to a consumer’

Weekly journal Essay Example | Topics and Well Written Essays - 250 words - 4

Weekly journal - Essay Example When individuals are unemployed they have less money to spend on goods and services and they are more inclined towards ensuring that their basic needs are met. Due to this they spend more on the basic necessities such as food and clothing and ignore spending money on luxurious products and services such as cars. Another subject that the chapter focuses on is the fiscal and monetary policies that government may use to encourage individuals to spend more. When the government implements an expansionary policy, it allows business to borrow more and due to these businesses invest more (Krugman 148). More investment leads to increase in demand for employees which in turn increases the wages paid to employees. Due to this increase, individuals tend to spend more and they even spend on luxurious items. But if the demand for goods and services continuously increases, suppliers will increase their prices on continuous basis and this would lead to increase in inflation rate and decrease in the number of goods and services that can be purchases by individuals in a particular economy (Krugman

Marketing Essay Example | Topics and Well Written Essays - 2000 words - 48

Marketing - Essay Example realize a handsome profit and retain relevance in their various industries, all business organizations have to come up with serious marketing strategies. However, advertising is something that is particularly important in the hospitality industry. Hotels such as the Hilton have to keep improving their effectiveness because they are constantly being confronted by the challenge of retaining loyal customers while drawing new ones. The hospitality industries, like others which have been negatively affected by the recession, have had to make significant changes in order to attract customer. It has experienced a lot of fragmentation that makes strategies such as target marketing and market segmentation extremely important. There are different reasons for the changes that have affected the hospitality industry. In the first place, due to the recession, hotels have had to effect necessary budget reductions.1 There has also been change in the lifestyles of many individuals who were formerly in a position to allocate a lot of spending capital on leisure trips. Tourists have developed an interest in a diverse range of recreational activities that create challenges for hotels that are not ready to respect such preferences. Another challenge has to do with marketing expenses. Increased promotional costs mean that hotels have to invest in more cost effective advertising strategies that put more emphasis on the type of services on offer, as well as educational pursuits, than on potential promises.2 To remain competitive, hotels such as the Hilton Group also have to invest in reaching targeted markets, and establishing measurable objectives. One of the biggest challenges in the marketing of recreational facilities lies in the fact that, unlike actual physical goods, recreational breaks have to be consumed on-site.3 Even though hotels may create a spectacular advertisement about the services they offer, the advertisement does not deliver the true experience. This is a product

Jencos Information System Assignment Example | Topics and Well Written Essays - 3000 words

Jencos Information System - Assignment Example Diversifications into other businesses are very important for business continuity and should be taken care really well to fetch more customers and provide them better and allied services for retention and indirect marketing. Most importantly the services can be rendered to a large variety of customers across a geographical region with B2B and B2C models. The feedback system can also be added so that future caterings can be handled better. The total sales and profit can be easily captured and produced to management with ease reducing a lot of manual operations. Why is it necessary for the organisation to become an e-business The reasons for converting 'bricks and mortars' into 'click and mortars' is as follows: 1. The visibility is improved which means more people get to know about it and often want to try it out for a change. Even if 10% of the people try it out in UK, it will generate huge sales. 2. The e-marketing helps to let people know about its various services it caters. 3. The business can spread in diverse fields so as to provide ancillary services to the customers along with grocery items so that they get served better. Helps for greater retention. 4. The supply chain management is better rendered through e-business. 5. People can access the online store at their convenience and make payment through loyalty card it wishes to introduce. What technology/systems can support good customer/supplier relations It is increasingly important to maintain good supplier and customer relations for business continuity and long term survival. Jencos have built their reputation from customers and need to continue doing the great job. The Supply Chain Management (SCM) systems could be used to track the... Diversifications into other businesses are very important for business continuity and should be taken care really well to fetch more customers and provide them better and allied services for retention and indirect marketing. The Supply Chain Management (SCM) systems could be used to track the production, procurement and logistics processes to supply goods and services from their source to final delivery to the customer. (Laudon, 2002) It eyes on Tesco which is an online grocery store and delivery service selling computers and furniture's, house dcor, entertainment stuff like DVD's and others and books, finance and insurance, phones and broadband services, flowers and other accessories. Tesco also provides a Tesco Clubcard for earning points on purchases where Jencos wants to introduce loyalty card. It also desires to get close to Sainsburys another supermarket giant which caters a lot of services besides grocery. It also incorporates a forum which puts across many interesting blog which a customer can participate and also acts like feedback, precisely a business strategy by the company. Creating a good market in other items than grocery will not be easier as others have already created the space really well.