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Essay / Research Paper Abstract
A 6 page paper that begins with a short introduction and three hypotheses regarding consumer purchasing. The bulk of the paper discusses how and why consumer decide to buy a product or service and includes a decision making process and personality variables that influence the decision. Bibliography lists 7 sources.
Page Count:
6 pages (~225 words per page)
File: MM12_PGcnsby9.rtf
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Unformatted sample text from the term paper:
appeal to these differences. That does not mean that product, price, place and promotion are no longer important, it just means that marketers need to reconsider how they use these
four components. Consumers know more today so they hold the power. Their decision making process is different because they have such a vast amount of information available to them. Even
so, consumers still follow a process when deciding to purchase or not purchase a product or service. Personality variables as well as social variables still influence consumers purchasing decisions.
Individuals typically decide to purchase a product because of certain reasons. These are discussed in the literature review. Hypotheses 1. Consumers use a process when making decisions about products.
2. Adult consumers are influenced more by personality factors than by the desire to conform (or keep up with the Joneses). 3. Marketers must use different venues for advertising than
in the past. Literature Review It seems that companies are trying to reign in customers by putting new products on the market. In addition, other brands, including many more
store brands are taking up space on the shelves. One of the results of having so many choices is that consumers become confused and just dont buy anything or they
buy what theyve always purchased (Postrel, 2009). A consumer cannot even buy a simple chocolate bar anymore nor can they just go buy a pair of jeans in just a
few minutes (Postrel, 2009). Consumers have more power than ever before in history. Consumer buying power is one of the forces in Porters industry analysis schema. Sutter (2005) reported
that marketers need to remember the fact that consumers are in control of the relationship with marketers. Consumers can and do go Online to research and compare products and prices.
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