Consumer Behaviour in the Sandwich market - Assignment Example

Only on StudentShare

Extract of sample
Consumer Behaviour in the Sandwich market

A marketer's job is to figure out what needs and wants the consumer has, and what motivates the consumer to purchase. Motivation is the drive that initiates all our consumption behaviors, and consumers have multiple motives, or goals. Some of these are overt, like a physiological thirst that motivates a consumer to purchase a soft drink or the need to purchase a new suit for an interview. Bucklin, R.E. and C. Sismeiro (2003). Most consumption activities are the result of several motives operating at the same time. Researchers specially trained in uncovering motives often use qualitative research techniques in which consumers are encouraged to reveal their thoughts (cognitions) and feelings (affect) through probing dialogue.
The consumer information-processing approach aids in understanding consumptive behavior by focusing on the sequence of mental activities that people use in interpreting and integrating their environment. Katz, M.L. (1984) The sequence begins with human perception of external stimuli. Perception is the process of sensing, selecting, and interpreting stimuli in one's environment. ...
Download paper


Prt New Street Branch is part of a well established and strongly branded group operating in a market which is performing reasonably well. However it is a highly competitive market and sales are showing a continuing decline over the years.
In view of the challenges that Pret faces in this scenario, this report attempts to provide an understanding of drivers of consumer behaviour in this market and use it to establish any differentiators that Pret can use to position itself as being unique from its competition and hence increase footfalls at its outlet.
Author : vbruen

Related Essays

Consumer Behaviour
According to Bouhlel, Mzoughi and Slimane (2011), success of a marketing strategy for a brand is based on proper assessment of the nature of the consumers and their purchasing behavior. Marketing strategies and methodologies must be objective and results oriented to enable companies to achieve higher sales and thus increased revenue. Because consumers usually pass through certain steps before they decide to purchase any given brand, a company should ensure that its marketing strategies are designed in a manner which ensures that the awareness of the consumer for the product is created first...
10 pages (2510 words) Essay
Consumer behaviour
The essay below discusses the role of marketing in enhancing consumer motivation through application of consumer behaviour models. Marketing links the societal product requirements to the economic responsive strategies. Marketing can be viewed as an organisational function that creates, delivers and communicates value to consumers while managing customer relationships in strategies that are beneficial to the organisation. Most marketing strategies are geared towards understanding the consumer behaviour and providing superior customer value. Consumer behaviour is defined as the buying culture...
12 pages (3012 words) Essay
Consumer Behaviour Report
Literature Review The main objective of marketing is to understand and satisfy the needs satisfy the needs and demands of the target market customers. The field of consumer behaviour studies the way groups, individuals and even organizations select, buy use, and dispose products or services. The study of consumer behaviour was a relatively new field of study till the mid 1960s (Bagozzi, Gopinath and Nyer, 1999). During that time the study of consumer behaviour did not have any history or body of research (Hines, Hungerford and Tomera, 1987). But then new disciplines were borrowed from various...
6 pages (1506 words) Assignment
consumer behaviour
Moreover, these traits mostly represent the processes used when consumers are considering physical products for purchase. Most tourists make travel decisions based on the influence of their friends or family members, or due to the emotional appeal of tourist destinations. It is important to understand that tourists usually undertake varied decision making processes when they choose to go on holiday. A good example of this is the scenario where people who were not meaning to go on a visit any where suddenly make a last minute decision to accompany friends or family members to exotic lands....
5 pages (1255 words) Essay
Consumer Behaviour
According to Sumathi, the primary markets that the business can target are (1) consumer markets, (2) institutional markets, (3) industrial markets, and (4) reseller market. The company can target any of these markets to promote and sell its products. Nonetheless, there are no clear-cut for the categorization above. A business may target all the above categories or just one (Sumathi 2003).
2 pages (502 words) Essay
Consumer Behaviour
This leads to the question of what really determine what a person buys? When and how he disposes the product?
6 pages (1506 words) Essay
Got a tricky question? Receive an answer from students like you! Try us!