(Hoyer & MacInnis 221) Research on consumer behavior provides firms with information about their target market and the business environment. Researchers provide a careful analysis of the firm’s plans, activities and methods. Relationships that are of interest to consumer researchers are classified as “correlations and causal”, which is similar to the cause and effect situation. A correlation occurs when statistics among the factors have significant relationship. Examples of variables are advertising and research which can be the subject of correlation research. There is positive correlation when two variables act at the same time. There is negative correlation in a situation where two variables are in opposite direction. Advertising and sales are correlated positively since both increase at the same time. On the other hand, product defects and customer regard for the product have a negative correlation; meaning, as product defects are seen or felt, customer is dissatisfied. (Kardes et al. 368) Consumer behaviour involves the study of psychology and sociology, and it is important to apply this on the Honda market segment. Sociology includes study of different cultures. Culture influences the American decision-making process and their decision to buy. Advertising and promotion can be considered one of these factors, or, it could be that advertising and promotion are the outcome of these factors since these elements take into consideration consumer behaviour first before they are being programmed. “Gen Yers” are those born between 1977 and 1995 and who will constitute over one-third of the US population by 2015 and now believed the largest U.S. market segment. At present, they account to about 7% of the present US population (qtd. in Rajamma et al. 388). Gen Yers are demanding when it comes to quality. In an October 2008 survey of the U.S. adult population, quality was listed as the number one factor by 86 percent of respondents “in their next car purchase,” while 82 percent listed safety and 74 percent said fuel economy was their number one priority (Cole and Flynn 67). This essay aims to investigate consumer behavior of Honda of America (HAM) customers who prefer to buy Honda cars and other products despite the popularity and quality make of other brands. The Automotive Industry Statistics from the American Customer Satisfaction Index tell us that the automotive industry
Consumer Behavior: Marketing Honda Cars Introduction The concept of consumer behavior involves the study of various theories and concepts of psychology and sociology and other related sciences. Firms like Honda use knowledge of consumer behaviour in determining the latest trend and making it as basis to manufacture new products or improve existing products and services and sales strategies…
Mr. Goodbar, a well known brand of Hershey’s chocolate, is a chocolate bar that has been chosen to carry out the qualitative research on consumer behavior towards the chocolate bar . The research focuses on identifying why consumers choose mr.Goodbar over other chocolate brands and how the marketing strategies adapted by mr.Goodbar are effective in influencing the consumer behavior.
It will also try to assess and understand the influences of products on the consumers’ behavior and how it takes place with reference to market decisions they undertake. The reader should understand the different consumer behaviors that are usually portrayed at the market place that make buyers opt for certain goods and not others.
The consumer trend known as clanning may be used to explain this phenomenon. It is the process by which consumers seek reinforcement and comfort from persons who share beliefs, interests and values similar to theirs. It can be witnessed everytime members create a book club or any other group based on a consumer product.
The availability of the internet and other forms of media today has given infinite opportunities to the marketers in getting across their messages. Use of the media in consumer marketing involves various techniques that create an argument or an image that favors that particular product.
She is also very techie kind of person, who utilizes her gadgets to the fullest in order to incorporate in her lifestyle.
She is a business woman; she says she wants ultimate value for her money. She gets easily disappointed when
The market demands for automotive products are increasing as due to technological advancements. In recent years, this industry has been receiving a greater response from the existing and potential consumers. In this
This is because the study of consumer behavior enables companies to not only effectively market their products to consumers but also develop products that meet the desires of consumers. This is achieved after a careful analysis of those
Consumer behavior is dependent on certain factors such as demographic, period as well as personality traits. Consumer behavior in the previous years is not the same as consumer behavior in the current day and age. This is because of the
10 pages (2500 words)Research Paper
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