Essays and Research Papers on Consumer Behavior

A paper which considers the relationship between public relations campaigns and the media, with particular reference to the value of the interactive media in the present day. Bibliography lists 5 sources

A 4 page paper exploring customer retention. Rich Cruises and a car rental company are seeking ways in which they can improve their marketing so as to improve their bottom lines in uncertain times. Both companies should be asking their customers what they truly want, and both should be building cross-marketing alliances with ...

This 7 page paper considers how important the role of segmenting is for supermarkets. The paper explains what is meant by segmenting and the value is can add, and then looks at different models that are used in the supermarket environment, such as that of Kelvin Lancaster and the value of buyer decision making models. ...

A 5 page paper discussing international marketing’s role in increased global trade. The purpose of marketing, of course, is to increase sales of goods and services. International marketing continues to grow in stature and practice with increasing globalization, and as such, directly contributes to increased and freer trade among nations. Bibliography lists ...

This 6 page paper considers how consumer attitudes, values beliefs and behaviour impact on the development, marketing and sale of goods or services. The paper considers how buying decisions are made and what may influence them. Many examples are given to show how markets have changed as a result of changes in consumers. The bibliography ...

This 4 page paper takes a look at a fictitious company and a fictitious product and creates a marketing plan for it. Marketing mix is discussed. The invented item is for the pet industry. Bibliography lists 1 source.

This 8 page paper considers how marketing o the internet can take place, The paper begins by considering the market itself, its’ development and future potential of e-commerce. The paper then looks at the opportunities it presents and how it need to market in order to fit in with the purchasing models that are ...

Supermarkets may be seen as having a broad appeal across many market segments. This 5 page paper argues that this appearance may be misleading as the use of demographics and psychographics to segment the market is a tactics used by the supermarkets in order to maximise their sales. The paper shows how this is done ...

This 4 page paper provides an overview of the issue of personal probability, especially as it servces to direct marketing strategies. The analysis of personal decisions and the development of a statistical view of consumer behavior have been central to the development of many marketing strategies. This paper considers this "personal probability" and ...

This 3-page paper focuses on the question of the value of reputation, particularly as it pertains to branding. Bibliography lists 4 sources.

A 3 page paper trying to sell Mary Kay Cosmetics to Jennie. The paper offers a typical Mary Kay “Skincare class,” followed by the consultant’s discussion with Jennie. The paper has been written according to a prohition of all personal pronous. Bibliography lists 3 sources.

This 12 page paper provides an overview of the use of consumer credit scoring and its application. For decades, credit companies have determined what products they will provide for their customers and who qualifies for their products based on a consumer credit scoring system, which essentially based on a behavior scoring that incorporates a ...

A 10 page paper discussing the marketing of the Bowflex exercise machine. How good can a product be if it is being sold through an infomercial? It can be very good, indeed, particularly if it is one manufactured and distributed by Nautilus. The Bowflex exercise machine is one that has a reputation ...

A 5 page paper. In 1990, R.J. Reynolds Industries Inc. gained 58 percent of its income from the tobacco market. The company was maligned for its plans to market two new brands to narrowly-targeted segments of the US population, namely Black Americans and low-income, poorly educated women. The purpose here is to ...

This 5 page paper considers how one company may react when a competitor introduces a half price promotion. The paper considers the different marketing strategies that may be followed. To illustrate the points raised the example of Elvive in Italy is used, but the strategies are equally applicable to other scenarios. The bibliography cites 6 ...

A 4 page paper discussing personal reaction to the Nike brand. Many called for action from Nike a few years ago regarding sweatshop accusations against the company. Nike’s initial reaction was to ignore these actual and potential customers. The company did eventually respond, but it was in the manner of too little, ...

An 8 page paper devising a new budget for the dietary department at Arbor Hospital. The budget proposes raises for staff, equipment upgrades, reimbursement for patient meals and the introduction of national-chain kiosks in the hospital cafeteria. The paper considers outsourcing the food service function but rejects it for at least the next ...

A 12 page paper providing a marketing plan for the launch of a high-end chocolate bar and cookies made from the same type of chocolate. The paper assesses the current situation, the marketing mix for the new line and the risk associated with the effort. Includes a short consumer survey. Bibliography lists ...

A 3 page paper linking Erikson’s eight stages of development with marketing practice. Using McDonald’s as the example, the paper concludes that the company needs to examine demographic data and begin concentrating its marketing toward older consumers, rather than continuing to struggle to make a $1 Happy Meal attractive to customers beyond Erikson’s stages ...

A 3 page paper defining and discussing market segmentation, target marketing and positioning. The paper uses Nike as an example in both of the questions answered in this paper. Bibliography lists 4 sources.

A 3 page paper answering 2 questions. One asks how to segment Europe to establish a realistic target market, the other asks how a firm with a small market share can increase its product positioning intensity. Bibliography lists 4 sources.

Media advertising spending has been falling as a percentage of promotional spend for some years both in United Kingdom and United States. Sales promotion has been a major beneficiary of these changes. This 14 page paper looks at how and why this change is taking place. The paper sites many examples to illustrate the points ...

A 10 page paper discussing how a software publisher can track qualities of product versions and ensure that it gives the proper attention to the right things in future releases. The product is a sound one, but no doubt there will be alterations to it in the future. The ultimate key to product ...

A 7 page paper discussing three organizations’ approach to public relations. Public relations is more than only going directly to print or broadcast messages directly promoting the organization. That approach can be part of the total effort, but fuller and more lasting results appear to originate at that point where the “rubber meets ...

This 11-page paper examines the idea that the international marketer needs to consider marketing principles (such as brand loyalty and segmentation) to succeed. The paper provides literature to support this point. Bibliography lists 8 sources.