Essays and Research Papers on Consumer Behavior

5 pages in length. The focus of this paper is to determine the marketing of a new product, specifically, who the target audience will be, the customer needs, a description of the company and the product and needs this product will fulfill. The new product we are introducing is a healthy drink called Juice Bomb Fruit Drink. ...

A 5 page paper discussing approaches to marketing an "old" product in a new environment. Conventional wisdom dictates that organizations seek out new products with new applicabilities, that "old" products are no longer relevant to the market, but the fact remains that consumers use these "old" products daily. The paper recommends that the company adopt an approach ...

The wave of the future is often seen as a typhoon of advertising and marketing. This hasn't been true for the DVD player - as yet. This 6 page paper provides a tutorial that argues that the popularity of the DVD is increasing but price and comparable functions are very limiting. Bibliography lists 4 sources.

5 pages in length. The focus of this paper is to determine the marketing of a new product, specifically, who the target audience will be, the customer needs, a description of the company and the product and needs this product will fulfill. The new product we are introducing is a hair straightener which we will call Uncurl Perma Pressed. ...

A 14 page paper discussing how changes in work and society affect consumers' choices in how they will spend their time. The superficial view is that greater labor-saving devices and other factors work to create greater availability of leisure time, but one author notes, "Greater exertion at work results in a higher wage, but less energy to ...

6 pages in length. This paragraph deals with monopolies, oligopolies, pure competition and monopolistic competition. Includes graphs for easy reference. Bibliography lists 4 sources.

This 5 page report discusses the concept of a “buying center.” A “buying center” is, most often, an informal group of employees that represents the different units within the organization. Those people have various roles -- buyers, gatekeepers, deciders, and influencers -- in the purchasing decision process and those roles are likely to vary over time. Bibliography lists 3 sources. ...

5 pages. Considers how companies can best deal with global consumerism; gives arguments on both sides and concludes with what types of marketing the global consumer might best respond to. Bibliography lists 10 sources.

5 pages. Discussion on two market questions concerning the difference between marketing a product or service, as well as how to go about carrying out market research and the necessary data involved. Bibliography lists 3 sources.

A 5 page paper discussing whether Procter & Gamble should add a fourth dishwashing liquid brand. Based on Harvard Case 9-584-047, the paper recommends that the company reformulate and promote improvements in its Dawn® brand rather than introduce a new one. Bibliography lists 1 source.

A 3 page paper discussing differences in marketing services and marketing products. Some services, such as computer repair and home maintenance, are purely service. Other services, such as pizza delivery, are disguised as being product-oriented but in fact are providing a service that often is more valuable to the customer than is the product on which that ...

7 pages in length. Battles have long been waged and lost throughout history, but there is nothing quite like the technological competition that is being pursued between the current video game industry. Just as with any other healthy rivalry, there are always supporters backing each side who think their product is superior to the competition. Such is the ...

5 pages. The purpose of this paper is to analyze the rent to own and rent to rent furniture industry. Citing the big three in the industry, as well as their methods of channel distribution, this paper will research the total estimated sales volume of the channel, the target market of the channel, as well as other pertinent ...

There are many factors which will influence the profitability of a company. In this 12 page paper there is consideration of these influences in terms of micro and macro factors. To demonstrate this the housing market is used as an example, and then considered with references to different market models such as Porter's five forces, ...

6 pages. This paper describes the differences between primary and secondary research in relation to marketing research. Also discussed are the sources and techniques for finding primary and secondary research, as well as when and where each technique should be used for optimum effect. The role of pricing in marketing strategy as ...

A 10 page paper. How does a large company retain both employee and customer loyalty in a fiercely competitive industry? This paper describes how one company, FedEx accomplishes these goals. Bibliography lists 7 sources.

An 11 page paper focusing on strategic choice. Coca-Cola has the world's most recognizable brand and is available all around the world. The entire beverage industry has undergone changes in recent years that have affected Coke along with its competitors. This paper looks at the company's strategy from a variety of perspectives, including business, corporate and ...

8 pages in length. While the world is experiencing an economic downturn which is shrinking the overall market for brand-name products, the well-known international brands such as Louis Vuitton and Hermes still are enjoying their large percentage of sales. Since the end of the bubble economy, many of the leading international brands have built a reputation as being producers of ...

5 pages. This is an excellent treatise on the use of marketing strategy. Marketing a brand of watch, this paper will explain the use of the four p's of marketing. Also describes the meaning of the target market as well as the business environment such as competition and economy. Bibliography lists 3 sources.

This 9 page paper considers the role that market research can play in starting up or developing a small business. The paper gives and example questionnaire designed to identify a market, existing competition and unsatisfied segments of that market. The paper then goes on to demonstrate the applications of these lesson with real cases. The ...

11 pages in length. Upon referencing Michael Porter's 1990 definition of globalization, one can readily surmise that the benefits can be quite significant to businesses like Sony that seek both domestic and foreign markets in which to sell or manufacture. If one were to apply the Porter Model to the myriad considerations of ...

7 pages in length. There are those who feel that there are significant differences in the marketing of goods versus those of the marketing of products. The purpose of this paper is to examine these differences as well as any similarities in order to consider whether there are strategic considerations that are similar to the marketing of both. ...

This 16 page paper consider the way in which buy decided to make a purchase, the influences on that decision and how a supplier may use this to their advantages. The paper then goes on to develop a model of buyer behaviour identification based on the models of category based and piecemeal processes of purchasing. ...

A 12 page paper discussing points to consider in marketing golf clubs. The game of golf always has enjoyed a loyal following among fans, professional hopefuls and nearly anyone who looks for a nice walk with something to do along the way. A good percentage of Fortune 500 deals are made on the golf course rather ...

An 8 page overview of the considerations which go into a marketing strategy targeting Hollywood celebrities. Points out that while the most obvious difference in Hollywood celebrities and the general populace revolves around economic, other key factors are at play as well in determining their consumer behavior which are essentially the same for American’s ...