Essays and Research Papers on Consumer Behavior

This 6 page paper considers the differences and similarities in the marketing of tangible and intangible goods. The paper uses detergent and financial services as examples used to explore the theoretical and practical differences. The bibliography cites 4 sources.

This 10 page paper considers the role and importance of brand personality or characteristics on the purchase decision by looking at the way brands may impact on buyer behaviour. The bibliography cites 15 sources.

A 10 page paper discussing the marketing mix as it applies to a dental practice and how marketers might implement those principles. Dentistry is a service that every community needs to possess, and the current focus on commercial whitening products serves to heighten awareness of the benefits of sound dental health. Local dentists ...

A 6 page paper analyzing common advertising practices. The primary tool of the “promotion” component of the marketing mix, advertising contains specific components serving as tools used to convey the advertiser’s message. This paper explores qualities of the visual, aural and copy components, illustrating each with examples of current or recent campaigns. ...

A 4 page memo to the president of a regional chain of convenience stores, explaining the influence of price elasticity; the price component of the “4 Ps” of marketing; and a discussion of fixed and variable costs. The memo explains the store’s experience of decreased revenues after increasing prices, and demonstrates how lower prices ...

This 6 page paper examines how Asda and Waitrose are expanding. The paper uses Ansoff’s matrix to examine the strategies and gives examples of the way the different strategies are seen in both supermarkets marketing and actions. The bibliography sites 8 sources.

This 6 page report discusses the corporate giant Nike. Nike, the goddess of victory, is also the goddess of athletic shoes. The report focuses on Nike’s Internet-based efforts and its unique way of offering its products online. Bibliography lists 8 sources.

This 7 page paper looks at health clubs and gyms with a focus on marketing. Bally's is used as an example. An example questionnaire for research purposes is provided. Bibliography lists 8 sources.

This 5 page paper considers the similarities and differences in human behaviour sciences and the studies of consumer behaviour. The paper then consider to what extent all human behaviour may be seen as consumerist. The bibliography cites 6 sources

This is a 9 page paper discussing Northwest Airlines in regards to the airline industry and the environmental economic impact on the industry since September 11, 2001 and the recent war in Iraq. Northwest Airlines is the fourth largest airline in the world with over 1,500 daily departures and its effective alliance with KLM Royal ...

A 5 page paper. When developing marketing plans, companies must consider the marketing environment. There are six categories in the environment. These are identified and two are selected as focal points for this essay. Specifically, Social and cultural forces/consumer behavior and Competition are explained and discussed as they impact the pharmaceutical industry. The industry ...

This 9 page paper responds to three specific questions: McDonald's global performance, which includes a brief overview of the history of McDonald's and the fast food industry and also identifies challenges the company has been facing in recent years. This section also provides data regarding the company. The second topic is an evaluation of ...

6 pages in length. The ever-changing landscape of market jurisdiction currently reflects three prominent issues: social welfare, the environment and animal rights. If one were to look back forty years, an entirely different set of priorities were at the forefront of market impact; forty years from now they will once again have gravitated ...

A 4 page paper assessing prospects for the disposable diaper market in Turkey. Modern Turkey is a blend of old and new, with a traditional and ancient social culture but striving diligently to build a modern economy that can hold its own on a global scale. Turkey may hold less promise for growth ...

This 5-page paper discusses the role of customer service in a business' competitive strategy. Bibliography lists 5 sources.

This 6-page paper examines the French company Carrefour, and the successes and challenges this "hypermarket" has experienced in entering China. Also included is an analysis of the UK's Marks & Spencer, and if its brand of retailing would be successful in China. Bibliography lists 9 sources.

This 14 page paper discusses the very important issue of choosing a location for a retail store. Selecting a location for one's business is not something that can be done quickly nor can it be done based on only the demographics of the consumer base. There are numerous factors to consider. Some of the factors ...

This 5 page paper examines the way people or personalities are sued as analogies for marketing brands. This paper considers why these analogies are used and looks at the advantages and disadvantages that may result from this strategy. Real life examples are given to illustrate points raised. The bibliography cites 6 sources.

This 14 page paper critically appraises the current state of affairs with regard to service quality measurement theories and their associated underlying theoretical models. The paper includes, but is not isolated to TQM and SERVQUAL, what they are, how they are used and the way they may add value to an organisation. The bibliography cites ...

This 6 page paper Compares and Contrasts the processes of segmentation, targeting and positioning which could be applied to internet banking and marketing consultancy. The bibliography cites 10 sources.

A 5 page overview of the many considerations which face the modern marketer in regard to balancing company profitability with social welfare, environmental, and animal rights concerns. Bibliography lists 6 sources. Not only must the marketer address these aspects in their marketing presentations they must somehow manage to convey the fact that their ...

An 11 page paper discussing the marketing base of NetJets, a fractional ownership airline company. NetJets uses a time-share concept to sell interest in corporate-sized jets, enabling the purchase of as little as one-eighth ownership rather than bearing the total cost of purchase, maintenance and operation. It is the leading competitor in its ...

This 3 page paper considers how a consumer may judge the quality of an electrical product in a shop. The example of a juicing machine is used. The paper then outlines how, with that knowledge, the manufacturer may increased the quality of the product. The bibliography cites 1 source.

This 8 page paper is a comparison of three internet sites; www.amazon.co.uk, www.skysports.com, and www.bbc.co.uk. Each site is considered from a marketing perspective in terms of its’ goals, the information it gives and the advantages it may create for the organisation that runs the site. The bibliography cites 6 sources.

An 8 page overview of the world transition toward Internet-based advertising. This paper emphasizes the low cost and tremendous effectiveness of the media in capitalizing on the public’s growing tendency to turn to the Internet to research their buying interests. The author emphasizes as well, however, that despite the technological distinction of the ...