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Author: Anonym Publisher: ISBN: 9783346129277 Category : Languages : en Pages : 40
Book Description
Seminar paper from the year 2019 in the subject Sociology - Consumption and Advertising, grade: 1,0, University of Lincoln, language: English, abstract: In recent years, the UK chocolate confectionery market has been characterised by a high level of competition. Nevertheless, Cadbury Dairy Milk has managed to be the market leader, counteracting the overall decline in the segment with a growth of 4% in 2017. This development has been built on high levels of trust among their customers and the perception of them offering good value for money which reflects their long history in the market and extensive advertising efforts (Winter, 2018). It can be said that advertising creates and transfers social trends as well as core beliefs and values which entail the formation of an attitude and can result in a purchase intention (De Mooij, 2004, 312). Understanding how people choose between several similar products and brands as well as how they arrive at their choice, can be seen as an important aspect among marketers. Theories have been developed to describe how people make their decisions and what might influence their decision-making process. Consequently, it has become a key strategy for marketers to change consumers' behaviour and alter their attitudes towards a company, product or service through advertising (Adhikary, 2014). Based on this, the aim of this paper is to critically examine the impact of behavioural concepts on consumers and their decision-making process. Due to practical constraints, this paper cannot provide a comprehensive review of all theoretical concepts and therefore, the following two models have been chosen: operant conditioning and Attitude-Toward-The-Ad model. Each of these models will be explained theoretically and then applied to a recent advertising campaign of Cadbury to analyse the effectiveness and the impact of the campaign on consumers. Subsequently, recommendations will be given on the basis of the findings.
Author: Anonym Publisher: ISBN: 9783346129277 Category : Languages : en Pages : 40
Book Description
Seminar paper from the year 2019 in the subject Sociology - Consumption and Advertising, grade: 1,0, University of Lincoln, language: English, abstract: In recent years, the UK chocolate confectionery market has been characterised by a high level of competition. Nevertheless, Cadbury Dairy Milk has managed to be the market leader, counteracting the overall decline in the segment with a growth of 4% in 2017. This development has been built on high levels of trust among their customers and the perception of them offering good value for money which reflects their long history in the market and extensive advertising efforts (Winter, 2018). It can be said that advertising creates and transfers social trends as well as core beliefs and values which entail the formation of an attitude and can result in a purchase intention (De Mooij, 2004, 312). Understanding how people choose between several similar products and brands as well as how they arrive at their choice, can be seen as an important aspect among marketers. Theories have been developed to describe how people make their decisions and what might influence their decision-making process. Consequently, it has become a key strategy for marketers to change consumers' behaviour and alter their attitudes towards a company, product or service through advertising (Adhikary, 2014). Based on this, the aim of this paper is to critically examine the impact of behavioural concepts on consumers and their decision-making process. Due to practical constraints, this paper cannot provide a comprehensive review of all theoretical concepts and therefore, the following two models have been chosen: operant conditioning and Attitude-Toward-The-Ad model. Each of these models will be explained theoretically and then applied to a recent advertising campaign of Cadbury to analyse the effectiveness and the impact of the campaign on consumers. Subsequently, recommendations will be given on the basis of the findings.
Author: Ramanuj Majumdar Publisher: PHI Learning Pvt. Ltd. ISBN: 9788120339637 Category : Business & Economics Languages : en Pages : 364
Book Description
For instance, why do consumers repeatedly purchase a particular brand or, in some cases, why do they switch from one product to another? In this compact, concise and profusely illustrated text, Professor Majumdar, with his rich and varied experience in Marketing, tries to provide interesting insights into some of these and other interesting questions about consumer behaviour. He gives a masterly analysis of the theory and practice of consumer behaviour and decision making and the factors that influence it. Divided into six parts, Part I of the text shows the importance of understanding consumer behaviour; Part II highlights different aspects of consumer psychology and covers such topics as consumer motivation, consumer perception, and consumer personality. Part III demonstrates how consumers behave in their social and cultural settings, the effect of personal factors, and the influence of reference groups on consumer behaviour. Part IV dealing with consumer decision making describes the various stages involved in brand choice, the post-purchase behaviour and, importantly, the six well-established models proposed by scholars on consumer behaviour. Part V analyzes the diversity of the Indian market and about the emerging patterns of consumer behaviour.
Author: Paul Copley Publisher: SAGE ISBN: 1473908337 Category : Business & Economics Languages : en Pages : 759
Book Description
Praise for the first edition: ‘An excellent text for exploring marketing communications in the 21st century.’ - Ann Torres, Lecturer in Marketing, National University of Ireland, Galway ‘First rate and comprehensive. This book has got it just right: a rich blend of academic underpinning and practical examples in a very readable style.’ - Martin Evans, Senior Teaching in Marketing, Cardiff Business School, University of Cardiff This book introduces the core components and concepts of marketing communications for those studying at both undergraduate and postgraduate levels. It covers essential topics such as advertising, direct marketing, corporate communications, public relations, product placement, sales promotion, social media, sponsorship and many more. The author provides a set of managerial frameworks that include analysis, planning and implementation to help prepare those who go on to strategically create and effectively manage marketing communications campaigns. Every chapter includes Snapshots that help you to apply theory to engaging real-world examples. These include: BMW, Harrods, Levi’s, Lynx, Tesco, Tencent, United Colors of Benetton and Wonga. Additionally, Stop Points encourage you to pause and critically reflect upon the topic for deeper learning and higher grades. The Assignment boxes invite you to test your knowledge in the form of a task based on what you have just read to also help push yourself further. The Companion Website includes longer case studies, video feeds and other useful web links, a larger glossary of key terms, and links to SAGE journal articles. Password-protected resources are also available to lecturers, including: PowerPoint slides, a tutor manual, activities for the classroom and indicative responses to the assignments and discussion questions provided in each chapter.
Author: Anne Sutherland Publisher: McGraw Hill Professional ISBN: 0071436170 Category : Business & Economics Languages : en Pages : 210
Book Description
Kidfluence details the latest research on the demographic and socio-cultural trends of young adults born after 1980--Generation Y. This "what works and what doesn't" book provides marketers and advertisers with sometimes-surprising findings on what information and products these kids really want, and how to reach them most effectively without turning them off completely.
Author: G. Foxall Publisher: Springer ISBN: 0230510027 Category : Business & Economics Languages : en Pages : 279
Book Description
Understanding Consumer Choice shows how attempts to relate consumers' attitudes and actions have implicitly incorporated measures of the very variables at the heart of a situational theory of consumer choice. These are the buyer's consumption history and the physical and social setting in which consumer behaviour occurs. The book explores the capacity of the resulting model to explain consumer behaviour in retail and consumption situations, and to elucidate brand choice. The result is a novel interrogation of cognitive and behavioural perspectives, an overarching philosophy for consumer research.
Author: David W. Stewart Publisher: John Wiley & Sons ISBN: 1119961769 Category : Business & Economics Languages : en Pages : 293
Book Description
Dozens of lively international case studies that help readers put core marketing principles in a real-world context From market research to positioning and brand management to customer relations, marketing is the engine that drives innovation and growth in the modern business organization. This latest addition to the acclaimed Pathfinder series, like its popular predecessor, The Strategy Pathfinder, features a unique blend of core concepts and brief, international case studies. A refreshing contrast to traditional marketing texts and references, which tend to be prescriptive and directive, The Marketing Pathfinder offers professionals and marketing students alike an effective way to contextualize the marketing decisions they'll make in the real world of business. Not another one-size-fits-all marketing toolkit, The Marketing Pathfinder functions as a dynamic, interactive resource Each chapter presents a set of core concepts, frameworks, and tools, followed by five or more short, lively international case studies illustrating how the concepts and tools can be applied in the real world The case studies are specifically designed to encourage readers to pursue additional independent research and to encourage them to articulate and defend their decisions Throughout, the emphasis is on the reader as a marketing professional in the thick of it and responsible for the decisions they make
Author: Clive Barnett Publisher: John Wiley & Sons ISBN: 1444390236 Category : Science Languages : en Pages : 282
Book Description
Globalizing Responsibility: The Political Rationalities of Ethical Consumption presents an innovative reinterpretation of the forces that have shaped the remarkable growth of ethical consumption. Develops a theoretically informed new approach to shape our understanding of the pragmatic nature of ethical action in consumption processes Provides empirical research on everyday consumers, social networks, and campaigns Fills a gap in research on the topic with its distinctive focus on fair trade consumption Locates ethical consumption within a range of social theoretical debates -on neoliberalism, governmentality, and globalisation Challenges the moralism of much of the analysis of ethical consumption, which sees it as a retreat from proper citizenly politics and an expression of individualised consumerism
Author: Anonym
Author: Anonym
Author: G. R. Foxall
Author: Ramanuj Majumdar
Author: Paul Copley
Author: Anne Sutherland
Author: Alan Harrison
Author: International Development Research Centre (Canada)
Author: G. Foxall
Author: David W. Stewart
Author: Clive Barnett