Essays and Research Papers on Consumer Behavior

An 11 page paper discussing a statement made in 1973 by Harvard’s Theodore Levitt. He announced that “the modern global corporation ... will seek to force suitably standardised products and practices on the entire globe.” The purpose here is to critically assess that statement. The paper reviews management theory, management models and ...

A 5 page paper discussing characteristics of the viewing area of this mid-market television station and ways that the station can increase its standing in the local area. Located in the foothills of the Smoky Mountains, WVLT is the perennial “also ran” in broadcast television in East Tennessee. It is a network (CBS) ...

5 pages in length. Susan Strasser's Satisfaction Guaranteed : The Making of the American Mass Market makes it easy to understand the growth pattern of consumerism that occurred throughout the twentieth century. From the beginnings of industrialism, through the modernistic era up until the self-seeking decades at century's end, Strasser provides the reader ...

This 10 page paper considers the retail industry in the UK between 1980 and 2000. The writer considers the performance, trends and changes in the sector over this period of time. The bibliography cites 15 sources.

This 5 page paper examines the 4 P's product, price, placement and promotion and demonstrates how they may be used by a company in order to compete in the market place. The writer gives examples from Malaysia to illustrate the points raised. The bibliography cites 5 sources.

A 7 page paper discussing how pricing issues for Northern Irish companies are affected by the UK’s non-member status in the union for common currency, and extending to international pricing beyond Europe. These companies’ pricing considerations can be more reliably based on the relative value of the good or service in the markets in ...

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 Internet marketing. Brian O'Donnell's approach illustrates just how gender, race, income, age, lifestyle and usage are no longer presented ...

A 6 page paper that discusses celebrity endorsements of various products. Using famous people to endorse or promote a product is not a new concept but it is one that is being seen a large proportion of marketing campaigns. This paper discusses the reasons for using celebrities, the need to match celebrity with product, ...

A 10 page paper which examines consumer behavior as it relates to needs and wants of a product. The product is Estee Lauder's eye cream. The paper presents an overview of the product, conducts an interview with users, and then discusses aspects of the product that are satisfactory or need work. Bibliography lists 10 sources.

A 20 page research paper. The cost of any product or service is not the dollar amount the customer pays for the product. There are numerous factors involved in the actual cost. The value of anything is something that is perceived by the customer and is not established by the vendor or manufacturer. This paper ...

5 pages. Research and development is a major cause of economic growth, as this paper will show. The way that innovative systems at the national and corporate level have contributed to the development of major industries will be explained as well. Bibliography lists 8 sources.

An 8 page paper that answers four questions about global problems and capitalism using Richard H. Robbins' text Global Problems and the Culture of Capitalism. The questions cover such concerns as the connection between capitalism and food production, why people choose the products that they do, etc. No additional sources cited.

Creativity in advertising sells more products. While some might believe this leads to ambiguity in the message being conveyed, the truth is that it takes a special hook to get people to pay attention to advertisements. This paper will focus on some of the ways creative advertising gets our attention. Bibliography lists ...

An 11 page paper presenting a marketing plan for birdhouses that will be made from long neck “dipper” style gourds that have been altered in development. Designs or individuals’ names will be etched into the flesh of the small, developing gourd, growing as the gourd develops to full size. The result will be ...

A 5 page paper establishing a new company to manufacture and market athletic shoes in the US, Canada, Singapore and South Korea. The initial budget is $350 million, allocated among five primary activities. Includes a five forces analysis of the industry. Bibliography lists 2 sources.

This 5 page paper reviews an article entitled "You can't have that! A study of reactive effects and children's consumer behavior," by Amy Rummel and others. The article is summarized and critiqued. No additional sources cited.

A 6 page paper discussing marketing issues common to both these companies. The athletic shoe industry increasingly is referred to as one that is mature, which calls for approaches different from those of high-growth days. Nike and Reebok both have suffered from its decline, and both have had publicity difficulty with social and ...

This 40 page paper looks at the technology of DVD, explains what it is, how it works, the different choices of functionality that are available and how it compares the digital technology compares to both analogue and other digital forms of technology. The writer then continues with a consideration of how this technology may ...

5 pages. This is a marketing plan that will introduce a new product to consumers. Rainbow Plant Food is a revolutionary new plant growth product that also changes the color of the plant's foliage from green to whichever color food it is fed. The paper will show how a new product is ...

A 12 page paper that presents a marketing analysis for a journal within the science communication field. This journal is unique because it has a number of target audiences, because it is a scholarly e-journal, and because it presents information regarding real world environmentalism, a relatively new field and one that is becoming ...

A 5 page paper discussing Mueller’s Spaghetti®, a brand now more than 125 years old. Until only a few years ago, it was a brand of Bestfoods and then became a brand of Unilever when it acquired Bestfoods. Mueller’s is a spaghetti brand recognized everywhere, yet is not the market leader in the ...

This 7 page paper looks at the marketing of cognac.General marketing of the product is discussed and PEST factors are considered. Two charts are included. Bibliography lists 7 sources.

This 9 page paper provides an overview of cognac and the marketing of the product. Competitors are named. The Four P's are discussed in depth. Three charts are included. Bibliography lists 7 sources.

A 7 page paper discussing Harvard Case 5-954-046. Cunard is a century-old British luxury cruise line facing recessionary conditions in 1992 and seeking a marketing approach better than that it has been using for several years. Competition has increased in the cruise industry in the past several years, making several low cost lines ...

This 9 page paper considers the marketing of homogeneous, heterogeneous and specialty products on the internet. The writer undertakes this by using the 5 stage purchasing process model starting with needs recognition and ending with post-purchase evaluation. The bibliography cites 10 sources.