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Essay / Research Paper Abstract
This 6 page paper considers how consumer attitudes, values beliefs and behaviour impact on the development, marketing and sale of goods or services. The paper considers how buying decisions are made and what may influence them. Many examples are given to show how markets have changed as a result of changes in consumers. The bibliography cites 5 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TEattitd.rtf
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Unformatted sample text from the term paper:
the development, demand change or impact on the way in which marketing takes place. The development of many different products and services can be seen to demonstrate these changes.
The way in which a purchase decision is made can be seen to encompass the different attitudes of a purchaser, and as such it will impact on the way the
product is perceived and the need for companies to satisfy consumer needs or appeal to their desires. Research into this area has
identified that the process that goes on in this black box is usually undertaken in one of two ways. This may be by the category-based evaluation or piecemeal processing (Hadjimarcou
et al, 1999). Category based decision making is a method of evaluating a product (Hadjimarcou et al, 1999). For example a consumer
may be in a supermarket considering which brand of coffee to buy. The category based process will involve the consumer will make use of the existing knowledge or memories that
they already have regarding the product (Hadjimarcou et al, 1999). They may remember that a particular brand of coffee was associated with fair Trade, or received a good review in
a food and drink magazine. It is worth noting that this will also reflect political changes and different fashions or trends. Advertising
plays a part in this process as it gives the consumer a knowledge or perception of the product prior to the consumer arriving at the supermarket (Kahn, 1998). Even though
this may not be remembered consciously the consumer may have this clue or memory stimulated when they see the packaging of a make, or make the association (Hadjimarcou et al,
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