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Essay / Research Paper Abstract
There are many influences in the way consumers choose to make purchases. This 15 page paper looks at consumer behavior during a public holiday period and assesses the way that this will impact on different types of consumers. Christmas is used as an example where there is ritual consumption and the two example consumers are a grandfather with a high level of disposable income who loves Christmas and a single man on minimum wage who is more cynical. The influences purchase theory and the way that it emerges is considered with reference the way that the Christmas purchases are made. The bibliography cites 5 sources.
Page Count:
15 pages (~225 words per page)
File: TS14_TEtwocons.rtf
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Unformatted sample text from the term paper:
different influences, from personality type and values to social situation, upbringing, beliefs and demographics. By looking at Christmas, which is a Christian festival celebrating the birth of Jesus, but has
become a more generalized public holiday and is celebrated by many who are not religious, including agnostics and atheists, as well as those of other religions who treat it as
a public holiday. Christmas, as a public holiday is a time associated with gift giving and consumption, not only for the presents
that are given and received, but also in terms of the household contribution. In many cases there will be increased food consumption, and the type of foods may be more
lavish than usually, certainly more expensive, as Christmas dinner and the meals around the holiday are treated as celebratory meals and issues such as affordability become less important and there
is a greater willingness in the part of many consumers to spend more than usual, even more than they can afford and repay credit cards after Christmas. It is
not surprising that in the west it is known that the highest rate of late or delinquent payments on credit cards is in the two months following Christmas, and that
December, in the run up to Christmas is also one of the periods of peak spending in the retail environment (Kotler and Keller, 2008). In order to look at the
way this occurs to consumers1 will be considered and then the way that they make their purchases will be examined. Understanding the purchase
process is problematic at the best of times, the purchase process is known to be influenced by many factors, but the process itself is referred to as taking place in
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