Essays and Research Papers on Consumer Behavior

A 3 page paper discussing discrimination in the marketing context. There are no social issues at work here, aside from the empirical research that has gone into determining the best approaches to gauging consumer discrimination. Some have claimed that segmentation has gone too far at the expense of synchrony, but there appears to ...

A 10 page analysis of Bhote's new theories on how American business can achieve long lasting success. Bhote's book argues against the popular notion that if a company adheres to high quality standards, sales will take care of themselves and says that this contains an inherent fallacy-- namely, that customer satisfaction is not the same ...

This 5 page paper discusses the importance of selecting color schemes in marketing efforts. Research has shown that colors convey messages and create emotional responses in people. Color selections has become a competitive advantage. Specific examples are included. Bibliography lists 4 sources.

7 pages in length. In the modern world, brands are a key part of how individuals define themselves and their relationships with one another. The old, rigid barriers are disappearing - class and rank; blue collar and white collar; council tenant and home owner; employee and housewife. More and more people are ...

A 10 page marketing plan for a one-use, disposable toothbrush that comes complete with toothpaste that does not require rinsing. It can be used in any setting where traditional methods are inconvenient or even impossible, such as in the car on the way to work. It is an item that should find great ...

6 pages in length. It is a well-known fact that Coca-Cola and Pepsi have gone head to head in competitive business for many years, and have struggled to lure the consumer away from each other. Although Coca-Cola has maintained a healthy lead over Pepsi, Pepsi is in fact becoming a formidable opponent. ...

12 pages in length. 12 pages in length. A well-written paper that examines the concept of reputation and its utility in explaining the role and scope of public relations, as well as the ethics of public relations. It is supposed by many that all one needs to succeed in business is to provide ...

8 pages in length. In economics, an oligopoly is the domination of a market for a particular product or service by a single company, which can therefore restrict competition and keep prices high. In practice, a company can be said to have an oligopoly when it controls a significant proportion of the market. ...

5 pages in length. Product differentiation is an important structural dimension of a market. The firm in monopolistic competition will try to differentiate its product because this shifts its demand curve to the right and makes it more inelastic by developing consumer loyalty. This paper also explains monopolies, oligopolies, pricing and product differentiation, ...

This nine-page-paper explores marketing strategies primarily targeted toward the concrete industry but applicable to any company or service provider. It opens with a discussion about the older and still useful methods of marketing and explains why they work. Later it touches on the new and innovative methods of marketing including Focus Group discussion and Internet ...

This 6 page paper provides a general overview of marketing practices and principles. The ideal customer is described and a sample print advertisement for a new product is created. General marketing strategies are explored and the way in which marketing affects an organization and vice versa is explained. Bibliography lists 5 sources.

This 10 page paper considers the use and calculation of elasticity measures when determining price and profit. Elasticity of price on demand and supply are examined. Influencing factors and examples are given to illustrate these variant determinants clearly. The paper then goes on to discuss the correct usage of elasticity and how maximisation of profits ...

A 20 page paper discussing trends in this "old" approach to retailing that now is the fastest-growing segment of the industry. Sears believed mail order certainly was dying. Unfortunately, the aspect of retail sales that was in decline was that which the company chose to keep when it ended the 105-year history of its ...

This 60 page paper outlines the a study of the use of one-to-one marketing strategies utilizing the Internet in highly competitive consumer markets, including the high technology market. This research study defines the basic utility of technology, the increasing use of technology in the modern marketplace, the use of technology as a market tool, the increased focus on consumerism ...

5 pages in length. Targeting specific markets is a critical component to establishing a secure consumer base; however, it is becoming more and more difficult to define the ever-blurring line of clear-cut barriers within the mass media. Gender, race, income, age, lifestyle and usage are no longer presented in rigid, easily defined components, ...

A 12 page paper. Electronic commerce is growing exponentially. More than 2,000 businesses go online each month, yet, the one industry one would expect to find exploiting this medium - the telecommunications industry - has been the slowest to enter the medium. This paper discusses the telecommunications industry and electronic commerce, then, focuses on ...

A 15 page paper discussing several advertising and market research topics, including marketing to children, conducting quantitative research and conducting an effective qualitative research interview. Questions provide scenarios that the writer evaluates and then offers alternative approaches while offering support for the alternatives suggested. Bibliography lists 11 sources.

An 8 page paper that looks into Sprint PCS and their marketing campaign. Sprint is compared to its two primary competitors, AT&T and Vodafone/Air Touch in terms of size. The writer then discusses: the marketing environment, such as target market, legal/political, socio-cultural, competition; industry trends; recent developments and finally comments on future directions for the ...

This 7 page paper looks at the British retail market to consider the decision that retailer may find themselves faced with. To illustrate this two case studies are used; Marks and Spencer's and Harvey Nichol's. The past and future strategies are considered along with the possible outcomes. The bibliography cites 6 sources.

A 10 page paper discussing the decision to adopt Buffalo wings as a standard menu item among pizza chains. Following continuous and sustained growth throughout the 1970s and 1980s, the pizza industry suffered flat growth and even pockets of decline in the early 1990s. Aging baby boomers, health concerns with high-fat foods and likely ...

5 pages. Not only do consumers rate Internet ads as the least trustworthy, but they rate them as the most annoying as well. Unlike television ads or radio ads which you can simply ignore, the pesky banner and pop-up ads jump into your vision on every website, making it increasingly difficult to concentrate ...

This 15 page report discusses the ways in which marketers must develop different marketing strategies if they intend to be successful in selling their products to both men and women via the Internet. Marketing experts and social scientists have become increasingly aware of the fact that men and women, boys and girls, use the Internet differently than ...

An 8 page paper discussing this company's marketing strategies. Victoria's Secret is just over twenty years old and has been the nation's leading luxury lingerie retailer for more than half that time. The company and the products have an allure that are uniquely those of Victoria's Secret. The company is so entrenched in its market that ...

A 9 page paper discussing Saks' need to enhance customer service. In all the verbiage surrounding Saks' new directions and experiments with new formats, there is not a hint that Saks has become any more committed to providing higher levels of customer service. A vice president discusses inventories, controls and the pursuit of private ...

5 pages. This is a sample sales presentation for an anonymous company. Describes employee benefits as well as a plan applicable to any company in sales with a sample cost/budget analysis. Discussion includes how to build repeat customers and the successful management of a sales or marketing company. Bibliography lists ...