Essays and Research Papers on Consumer Behavior

This 3 page paper is an introduction for a paper examining nudity in advertising looking at how and why it is used, arguing that the way in which sexuality is used when marketing to a female target audience is one of empowerment rather than exploitation. The questions that will be examined in the main ...

This 5 page paper summarizes the elements of the consumer decision-making process and considers how marketers can use the consumer decision-making process to increase sales and the way consumer satisfaction influences marketing strategies. The bibliography cites 2 sources.

A 3 page research paper/critique of a market research study that addresses the features of what constitutes an effective Yellow Page ad. Fernandez and Rosen (2000) conducted a study that recruited 601 patrons of shopping malls in three cities to give their view on simulated Yellow Page ads. The ad information pertained to either florists ...

This 17 page paper looks at a future of advertising on television. A large number of influences are changing the way television is being used for marketing purposes. Changes include technological advances and the increased number competing media channels. By looking at the way television advertising is used today and emerging patterns the paper discusses ...

This 3 page paper looks at 2 issues. The first part of the discusses what a company such as Kninko would need to consider if they wanted to change their imager, the second part f the paper looks at why it is important that a company such as Kinko analyse a presentation before they give ...

3 pages in length. While it is true there is some form of deception in most all advertising, the extent to which some marketing departments push the envelope of ethical acceptability represents a fine line of interpretation. By contrast, there are companies whose advertising campaigns align themselves with societal ethics by respecting the ...

A 7 page paper tracing the advertising of Hershey chocolate from the 1930s through the 1990s and into the present for the purpose of assessing message changes over time. It can be argued that advertising changes society, but in the case of Hershey's chocolate it needed to follow society rather than seeking to change ...

A 12 page paper. The Abercrombie brand dates back to 1892 when David Abercrombie opened his first outdoors apparel and equipment store. The name was changed when Ezra Fitch bought into the company in 1900. Since that time, this company has faced bankruptcy, been bought out twice, changed its focus entirely, been sued for ...

This 20 page paper is an in-depth industry analysis of the carbonated soft drinks market in the United States, looking at it in the context of the beverage market as a whole. The paper includes a discussion on the general industry background, and sections that examine the dominant economic features, the industry using Porters Five ...

This 3 page paper provides an overview of market segmentation. There is a decided focus on the audience. Bibliography lists 3 sources.

This 4 page paper considers if it is possible to internet advertising in order to create demand for a product in retail stores and persuade the retailers to stock the goods. The paper looks at the case of Estee Lauders’ ‘Advanced Night Repair Concentrate’, and considers if this type of strategy will persuade the shops ...

A 7 page paper providing a discussion of the promotion portion of the marketing mix for BYRD (Beyond Yellow Ribbons Daily), a company that will maintain a website as a point of contact and assistance for wounded veterans returning from Iraq. Bibliography lists 10 sources.

Many companies seek to compete with the development of global brands. This 9 page paper considers what can be defined as a global brand, looking at the spread of the brand and the way the branding messages are communicated. The paper considers the theory and uses examples to illustrate points raised. The bibliography cites ...

A 3 page review of the factors that are critical in product success. This paper emphasizes that while product design is important, effective marketing is a critical component of effectively placing a product in the hands of the consumer.

This 8 page paper looks at the global trends in the restaurant industry, including what type of restaurants are increasing in numbers and popularity, the type of food they are serving, consumer preferences, the influence of increased health awareness and the motivations driving eating in restaurants. The bibliography cites 9 sources.

This 17 page paper looks at the way that a new branding strategy could be developed for a fashion company which has a target market of male and female 14 – 22 year olds. The paper examines the target market and the influences on that target market, determines the brand message and values and proposes ...

Creating loyalty in a customer base can create a great deal of value of an airline. This 8 p page paper looks at how marketing departments can create and use loyalty schemes to increase sales from both existing passengers and use them to attract new customers. The paper looks at a number of examples including ...

This 3 page paper is written in two parts. The first part looks at how a company might decide to market a new product by considering who the target market for the product should be. The second part of the paper discusses different definitions of marketing and creates a new definition. The bibliography cites 4 ...

This 3 page paper discusses various aspects of the recall of the “Curious George” dolls on November 7, 2007. Bibliography lists 4 sources.

This 5-page paper compares and contrasts Microsoft's Zune and Apple's iPod/iTunes, and outlines strategic marketing ideas for the Zune. Bibliography lists 2 sources.

This 4 page paper evaluate culture and its’ influence in international marketing. The paper starts by defining culture in marketing terms and uses several product case studies from to evaluate the role and significance placed on culture in practice and realisation of international marketing strategy. The bibliography cites 5 sources.

A 6 page paper discussing the use of marketing information. The marketing information system is comprised of internal data, marketing intelligence and marketing research. Each form of information has its place in consumer and business behavioral models; the purpose here is to assess those facts for both consumer and business buying behavior models. ...

This 6 page paper looks the way in which companies can benefit from relationship selling. The paper starts by looking at what relationship selling is and how it can be achieved and then looks at how it may be put into practice to create value. The paper uses some examples to demonstrate the value it ...

This 6 page paper looks at the use of Mascots in the Olympic Games since their first appearance with Waldi in the 1976 Munich Games. and discusses the hypothesis that "As Olympic mascots become more and more popular it had become like a machine that only focused on marking, economic interest rather than to view ...

A 3 page paper that discusses the effectiveness of this company's marketing campaigns. The writer reports an award the company won, the innovative strategy to create one advertisement and the company's tie-in with Bond films. Bibliography lists 4 sources.