Skip Nav

Free Marketing essays

Related Literatures

❶Color is also important for building feelings and affecting consumer attitudes as it has the power to stimulate memories, thoughts, and experiences.

Not what you're looking for?

20 Topics on Consumer Behavior for a Critical Thinking Essay
Client testimonials
Your Jackpot Could be Waiting!

Solomon However, it is mentioned in Solomon as one wealthy woman observed when she was asked to define social class: Where you send your children to school. The hobbies you have. Skiing, for example, is higher than the snowmobile It can't be [just] money, because nobody ever knows that about you for sure. It involves measuring consumer' major AIO dimension activities work, hobbies, shopping, sports, social events , interest food, fashion, family, recreation , and opinions about themselves, social issues, business, products.

People from the same family, social class, or income level can have totally different lifestyles. According to Kotler and Armstrong , the process of buying differs from each product or service, a bottle of shampoo, a tennis racket, an expensive mobile phone or computer and a new car. The harder the decision, it's usually the more expensive the product is and therefore require mostly more people and time to consider before making the decision.

According to East et. However, Ehrenberg , cited in East et al. The three models of consumer decision which are used to explain the decision-making in details are:. Need recognition a information search aevaluation of alternatives apurchase decision a post purchase behavior Figure 5. According to the automotive study done by Baltimore, Md. With the economic crisis all over the world, Thailand automotive market has also been affected in the first half of the year However, according to the Thai Farmer Bank Research Center, Thai economy seems to be getting back on track together with the other countries.

Smartfund, The Bank of Thailand has reduced the interest rate on the loans in which helps to drive the country's economic during the year. At the same time, the reducing in the sales of the cars has affected finance company and therefore these finance companies then starting to be more lenient with the buyers by offering lower interest to courage more sales which can then be identify that interest rate is one of the most important factors that influences the buying behavior of the customer towards the automobile.

Smartfund, However, the positive factors is being obstruct by the negative factor like fuel price that's been increasing and which unfortunately effect the decision of the customers in buying the new vehicles, whether or not to buy or reconsider about the model and size of the vehicles they going to buy. Smartfund, The survey results from cars. PRNewswire, November 15, Communication research also discloses that the online car sales in U. However, people finding internet to be useful for learning about the product in the early stage to learn about the offer and advantage that they would get, but in the later stage, people would want to get back to the traditional way of purchasing and get a test drive during the evaluation stage Molesworth and Suortti, Resale values of the vehicles also become one of the factors that influence people to buy a new vehicle.

Bill Drew, president of Drew Auto Center in La Mesa mentioned that he has made 25 sales on the first day that he started offering the trade-in cars. According to Edwards , strategic vision's president of automobile, customers are now looking for the quality of the products they are purchasing, which has the long term value with the best price, even with the luxury vehicles. She mentioned that it is important for the manufacturers to focus on improving the product quality when the economic situation is favorable.

Essay UK - http: If this essay isn't quite what you're looking for, why not order your own custom Marketing essay, dissertation or piece of coursework that answers your exact question?

There are UK writers just like me on hand, waiting to help you. Each of us is qualified to a high level in our area of expertise, and we can write you a fully researched, fully referenced complete original answer to your essay question.

Just complete our simple order form and you could have your customised Marketing work in your email box, in as little as 3 hours. Essay UK, Factors influences consumers buying behavior. Out of which, around 8 percent of the respondent consumers are below the tenth class. These 27 percent of respondent consumers are aware of only brands.

Majority of them, either they could not recall or are indifferent of brand ambassador and punch line. The strength, favorability and uniqueness of associations help build a superior brand image. A favorable brand image is useful in creating strong brand equity. In this regard, a question was asked with respondents to compare their present brand with other competing brands.

Majority of the respondents comprising 64 percent felt that their brand as the best one. Around 25 percent said it gives good value for money. The remaining 11 percent felt it as almost similar with other brands. At the same time, most of the respondents perceived their preferred brand as the market leader in its category.

Although non price factors have assumed importance of late, price still remains a dominant factor influencing sales of a product.

Fluctuation of prices will have an impact on continuity of the same brand, i. In this context, it is proposed to analyse the impact of price changes on brand loyalty income wise. It is seen that at 10 percent price increase, majority of the respondents across all income levels opted for continuing with the same level of consumption. From among the remaining respondents, many decided to reduce consumption.

A few respondents wanted to shift to other brands. Similarly, at 20 percent price increase, 35 percent Low Income , 35 percent Middle Income , and 67 percent High Income respondents opted for continuing with the same level of consumption. Around 34 percent respondents from low income category chose to reduce their consumption. The corresponding figures for middle income and high income groups are 23 percent and 13 percent respectively.

Another 13 percent Low Income , 30 percent Middle Income , 10 percent High Income respondents decided to shift to other brands, while the remaining preferred to search for other alternatives. At the same time, at 40 percent price increase, 10 percent Low Income , 23 percent Middle Income , and 54 percent High Income respondents chose to continue with the same level of consumption. Another 1 6 percent Low Income , 7 percent Middle Income and 15 percent High Income wanted to reduce their consumption.

Further, around 55 percent Low Income , 51 percent Middle Income , and 19 percent High Income respondents desired to change their brands. The remaining respondents wanted to search for other alternatives. Further, based on the same data, Chi-square test is conducted to identify differences, if any, among the respondents belonging to different income groups in terms of price sensitivity and brand loyalty at various levels of increase in the price of present soap brand. Calculated values are presented in Table II.

It is observed from the above table that at 10 percent price increase, the calculated value of chi-square is less than the table value.

Hence, it can be concluded that there are no significant differences among the respondents belonging to different income groups at 10 percent price increase of the present toilet soap brand. But, when the price is increased to 20 percent or 40 percent above the current price, respondents belonging to different income groups exhibited altogether different behavior.

Store loyalty is regarded as the patronage of customers to a particular outlet.. Store loyalty is influenced by the availability of products and brands at the store and the process involved in customers acquiring them.

Brand loyalty is also a major factor in shaping the customers opinions towards a particular store. When a preferred brand is not available in a particular store, consumers will have two options; purchasing the same brand in another shop i. In the present study it is seen that 78 percent respondents preferred to purchase the same brand from another shop. The remaining 22 percent purchased other brands available in the same shop. Brand loyalty also results in using the same brand regularly over a period of time.

It is seen that 51 percent respondents have been using the same brand for above 4 years followed by 21 percent for below 1 year.

Around 17 percent have been using it for years, and the remaining 11 percent for years. However, sometimes consumers change their regular brands and patronize new brands due to various reasons. For this purpose, respondents are asked to identify the most important reason that for brand switching from earlier brand to present one. It is observed that 54 percent respondents cited better quality of new brand as a major reason for brand switching. Another 13 percent wanted to check the new brand.

The relative cheaper price of new brand enticed 10 percent to use the new brand. Customer satisfaction is a positive psychological tendency which the customer gets when he is able to meet the perceived need and expectation with the product he experiences.

This satisfaction is related to various aspects such as cost, quality, performance and efficiency of the product. Even if the products are identical in competing markets, satisfaction provides high retention rates. Higher the satisfaction level, higher is the sentimental attachment of customers with the specific brand of product. In this backdrop, the study intends to measure the satisfaction level of consumers towards their present soap brands. For this purpose, Respondent consumers are asked to rate the performance of their present brand of toilet soap along some parameters such as price, packaging, durability, color, fragrance, freshness, quality, convenience of usage etc.

The responses are classified into three categories namely excellent, above average, and average. It is observed that, respondents are fully satisfied with only premium soaps namely Dove and Pears as they are rated above average or excellent.

Cinthol, Mysore Sandal and Superia came next with majority of users rating them excellent or above average, while the remaining rating them average.

The remaining brands are rated just average by the respondents. Cinthol, Mysore Sandal and Pears are the next preferred brands. Another 33 percent purchased when they required the product. From the remaining ones, approximately equal number of respondents knew less than five and more than ten brands. The education level of the consumers has a positive bearing on the brand awareness.

They felt that it is the best one and market leader in its category. Most of them are willing to continue with same level of consumption. The respondents are not bothered with a marginal increase in the price as long as it satisfies their needs. But, when the price is increased to 20 percent or 40 percent above the current price, substantial differences are seen in the behavior of respondents belonging to different areas income groups.

The high income group wanted to continue with same level of consumption. The low and middle income groups chose to either reduce consumption or to change the brand. This shows a strong brand loyalty among the respondents. Surprisingly, very few respondents are attracted by advertisements of new brands. A few rated it excellent. Significant differences were observed among different income groups, especially, when the price of the present brand increases substantially.

This can be attributed to the different lifestyles adopted by different income groups. Surprisingly respondents gave least importance to advertisements of toilet soaps.

Quality and price of new brands motivated them to brand switching. Although researchers agree that the study of understanding contrasting factors defining buying behaviour in rural viz. This thesis is an attempt to have an integrated and fresh look into the area. When suggesting that people may form buying habit by considering price, such behaviour is not irrational, In the current environmental setup, how consumer perceives price rises and alters their behaviour to insulate themselves from monetary losses, the impact of prices on consumption.

It empirically attempts to verify this strong actual correlation. We examine another research stream whether buyer patronize products that are available, although sufficient literature exist in defining availability and related areas in specific context, however, referring the rich body of available literature, including earlier reviews that had relatively limited perspectives, we hypothesize that availability redefined may have its impact on forming consumption habits for the consumer.

Researcher objective is to present a comprehensive integrated view on research problem to facilitate further research and practice. To meet this objective, we de'ne few relevant terms with review of earlier research or define them appropriately. It will describe the research questions in detail and explain the logic undergirding the theoretical framework of my research. Literature review will derive underpinning framework to establish justification for the study so that research is theoretically fertile and managerially relevant.

Engel, defines consumer behaviour as 'those acts of individuals directly involved in obtaining, using, and disposing of economic goods and services, including the decision processes that precede and determine these acts'.

An elementary observation of this definition contributes a limited wisdom into the complex nature of consumer choice process. Consumer Behaviour is the discipline developing to study 'of the processes involved when either individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy their needs and desires' Solomon, In perspective of marketing, the term 'consumer' refers the purchase action and aggregation of possible patterns pre-purchase and post purchase behaviour.

Pre-purchase action includes the awareness and searching information to evaluate different products or services, which may potentially satisfy the need or want. Post purchase behaviour is an action essentially to evaluate the performance of purchased item viz.

These behaviour have consequential implications on consumers repurchase behaviour, therefore they are agreeable to marketer, of course in different scale Foxall, Social science researcher have been desiring for far more cultivated and refined theoretical concepts and techniques for analysing consumer behaviour. This provides for better understanding of behaviour, more accurate indicator of futuristic view and ensures effective discipline on consumer behaviour.

Marsden, suggests to elucidate conceptually undergirded framework for consumer behaviour, understanding of fundamenatal paradigms in consumer research and their sequential evolution is important. Paradigms can be safely studied as hypotheses researcher create to answer what to study and how to go about it Kuhn, As discussed here, a set of dimensions can be classified to portray and explain contrasts in the various views on consumer behaviour.

rural consumer buying behavior essays

Main Topics

Privacy Policy

Rural Indian Consumer Behavior With A Focus Marketing Essay. Disclaimer: This essay has been submitted by a student. This is not an example of the work written by our professional essay writers. You can we came across following factors which may affect the rural consumer behavior while buying two-wheelers. Social Activities. Business.

Privacy FAQs

application letters for employment Rural Consumer Buying Behavior Essays district training manager resume homework help science 8th grade.

About Our Ads

Read this essay on Rural Consumer Behavior. Come browse our large digital warehouse of free sample essays. Get the knowledge you need in order to pass your classes and more. Only at". Buying Behaviour For Fast Moving Consumer Goods Marketing Essay. Print Reference this. Disclaimer: This essay has been submitted by a student. This is not an example of the work written by our professional essay writers. You can view samples of our Rural and Urban consumer buying behaviour, brand awareness, needs, income, family size.

Cookie Info

The Consumer Buying Behaviour Marketing Essay. The success of a profit making firm is not determined by financial parameters but also by its consumers, which is usually a very strong determinant in an organisation’s search for excellence and survival in this highly competitive retail industry. We will write a custom essay sample on Consumer Buying Behavior specifically for you for only $16 The Effects Of Advertisement and Consumer Buying Behaviour ; Effect of endorsement advertisement on rural vs. urban youth buying behavior ; Consumer Buying Behaviour ; send me this sample. send me this sample. Leave your email and we will.