Essays and Research Papers on Consumer Behavior

Culture capital is the hidden ledger that posts the scorecard for cultures within society. Culture capital is social interactions that amount to social transactions among the popular people (dominant) and those who observe them (dominated). This kind of capital is related to taste — the taste of the dominating social group. This paper explores the ...

This 4 page paper considers how the marketing will change throughout the lifecycle of a product. The example of a battery operated hairdryer is used and the marketing of aspects such as product, price, promotion and distribution are traced though the stages of introduction, growth, maturity and decline. The bibliography cites 2 sources.

A 4 page paper answering 4 questions about this retailer’s difficulty in keeping the attention of the narrow target market it seeks. The questions are based on a 2003 article appearing in The Wall Street Journal, “Maybe Sex Doesn’t Sell, A & F Is Discovering.” Bibliography lists 5 sources.

This 4-page paper focuses on Merrill Lynch, Merrill Lynch Direct and comments about emotional branding (as put forward by marketing expert Marc Gobe). The paper discusses whether Merrill's online experiences have been successful, and how Gobe would rank Merrill's emotional branding impact. Bibliography lists 2 sources.

This paper posits that the Internet and digital media are postmodernizing technologies. Focus is placed on how this affects cultures around the world (as a global community). Bibliography lists 8 sources. JVpstdig.rtf

A 7 page paper discussing logistics marketing at Starbucks. Those holding that position will buy Starbucks’ products regardless of the price (within reason); there are things the company can do to mitigate others’ criticism and perhaps turn them into customers as well. Corporate social responsibility can be profitable as well as philanthropic; the ...

A 3 page paper answering 3 marketing questions: why media is more effective in inducing consumer behavior; how retailers can carry private labels without passing on savings to customers; and distinctions between general public relations, marketing public relations and publicity. Bibliography lists 2 sources.

This 16-page paper discusses a marketing case study for Dad's Pet Care, a pet food company that is regional and family owned. Topics discussed include branding, marketing, the target market and media placement. Bibliography lists 5 sources.

This 16 page paper is an in-depth examination of the supermarket industry in the UK. The paper starts by examining the market as a whole, the value and growth prospects and then looks at the market share of major players such as Tesco, Sainsbury, Asda and other. Influences that impact on the market are also ...

This 17 page paper examines a collage of further education to asses how it may increase the student numbers. The paper starts with background information about the industry sector, and then looks at how positioning should be determined and the role of segmentation of potential student groups. The bibliography cites 14 sources.

If Olympic sponsorship was done in the same spirit as it used to be, corporations would advertise their charitable work as well as their companies for the advantages of marketing exposure for both. This paper proposes just such a possibility using Campbell's Soup/ NFL and their hunger drive, Corixa Corp. as a fight diabetes sponsor, ...

This 10 page paper provides ten numbered reference sources with a one page description of each. Sources are discussed in depth, as well as how they were accessed and for whom they are most appropriate. A variety of sources are used including net sources, books and journal articles. No bibliography.

This 9 page paper examines the reasons why auto insurance is so outrageously high in Alberta, Canada. Furthermore, this paper proposes solutions and examines what role the government is taking in this matter. Bibliography lists 7 sources.

A 6 page paper answering four marketing questions focusing on services. Two of the questions are about Alitalia’s failure to keep pace with other European airlines in terms of revenues and customer use. Another question focuses on the marketing of charities, and the final one addresses the issue of keeping existing customers while ...

A 9 page paper discussing the manner in which Pfizer Animal Health has segmented the portion of its market serving US cattle ranchers. The company has segmented its market according to herd size, giving its greatest attention to producers with herds of more than 500 head of cattle. This segment is far outnumbered ...

This 5 page paper considers how advertisements may be targeted at specific cultures within a single cu try. This paper shows and advisement aimed at a culture and shows how it is used with the advertisement to appeal to the target market without alienating other target markets. The bibliography cites 3 sources.

An 8 page paper discussing a market research project. The N-Gage is a Nokia product that is a small, independent game controller that also has cellular telephone and wireless Web capabilities. It is an MP3 player, a text messaging device and contains an FM radio. The purpose here is to conduct market ...

The competencies that succeed in the soft drink industry include offering classic products that consumers trust to taste exactly how they expect them to taste, combined with new products that respond to current trends. For example, there is a rush to get low carb drink products on the market to meet current trends. This is ...

This 4 page paper takes a look at the international beer market, with specific attention to Heineken and Anheuser Busch. Some statistics are provided. Bibliography lists 4 sources.

A 10 page paper. The Coca-Cola Company has been the world's largest producer of carbonated soft drinks for many years. It holds that position through diversification, development of new products, creating new markets, and market penetration. This essay reports and discusses the company's marketing mix, how they target niche markets, and how they position the ...

A 10 page paper discussing marketing issues for the United Kingdom’s Automobile Association (AA). This is a membership-based motoring organization that provides motorist assistance for any breakdown, and will provide customer service representatives that can identify customers’ immediate needs and suggest AA services that can meet those needs. The paper discusses the organization’s ...

An 11 page paper discussing the marketing of current developments in central and electronic security systems that are also capable of controlling home systems such as heating and lighting. The smart house holds great promise for the future. Paradoxically, however, though most systems center on security, there is very little mention of security ...

A 3 page paper. As the world's #1 fast-food restaurant, it is not surprising that McDonalds's is associated with American culture. This essay discusses this statement. Bibliography lists 4 sources.

A 4 page paper developing a positioning statement for this home appliance foundation brand. The paper concludes that Frigidaire should strive to retain and promote its image of quality and longevity. Its parent Electrolux needs to make Frigidaire more accessible, without placing it in the realm of the mass market. It needs ...

This 2.5 page paper continues the case study of Frigidaire's new front-loading washing machine. The essay begins with an overview of market segmentation and an outline of market research the company has that segments the market. The writer then recommends positioning strategies for marketing this new machine. Bibliography lists 1 sources.