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Essay / Research Paper Abstract
This 10 page paper looks at the consumer behavior that is observed in the greetings card market. The behavior is analyzed using a range of approaches, including Maslows Hierarchy of Needs, personality types, emotions, attitude and segmentation. The bibliography cites 15 sources.
Page Count:
10 pages (~225 words per page)
File: TS14_TEgreetmark.rtf
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Unformatted sample text from the term paper:
has developed over the years and is based on a number of social norms and expectations, driven by a number of desires, from the desire to be accepted to the
desire to show affection and have the ability to allow senders to exploit of communication potentials (Jaffe, 1999). As it is not an essential product, but usually a discretionary purchase
marketers need to know why purchasers will buy the card and the benefits that they will perceive associated with the purchase and subsequent sending of the card. This will be
associated with some need, desire or want to be satisfied, if it does not relate to these then it is unlikely that the cards will sell (Kotler and Keller,
2008). In addition to this, understanding those that buy the card, how they buy them and why they buy them facilitates better marketing surgeries and a greater potential to satisfy
consumer demand (Kotler and Keller, 2008; Wrenn et al, 2001) There are a number of ways that the purchase decision and influences on that decision can be considered, looking at
the different aspects of purchaser personality and motivation the process may be better understood. 2. Maslows Hierarchy of Needs A model that is used to explain many motivations, in
different situation is that of Maslows hierarchy of needs. The idea model can be perceived as a pyramid, with different needs at different levels, with two main sections; the upper
and the lower sections, which refer to higher order and lower order needs. Lower order needs have to be satisfied before any of the higher orders needs can act as
a motivator. The lower order needs are the essential aspects of life; including food and shelter as well as the need for the requirements for good health (Huczyniski and
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