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Consumer Behaviour - Essay Example

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Consumer Behaviour

It specifically aims at integrating both theoretical and practical approaches to render a holistic understanding of the probable impacts. The paper in this connection aims to focus on a consumer branded company like Dulux. Marketing mix elements of the company would be studied along different parameters related to product, brand, advertising among others top reflect their impacts upon the buying behaviour of the consumers in the global paint market. Marketing Mix Stimuli of Dulux Concept of Marketing Mix Stimuli Marketing Mix of any Consumer Brand is generally constituted of parameters like Product, Price, Place and Promotion. Each of the different elements related to the Marketing Mix create a different stimulus on the consumer pattern and behaviour. Designing of specific attributes related to the marketing mix elements tends to considerably influence the psychological, behavioural and the social and cultural elements of the purchaser and thereby governs the decision-making process related to purchases. The influence of marketing mix on the consumer decision making process finally gives rises to different types of stimuli related to the choice for a particular brand, the amount of products to be procured, timings and the process of procuring such products among others (Lantos, 2010, p.314). The set of marketing stimulus generated owing to the composition of such different marketing mix elements leading to the emergence of final purchase decisions is reflected in terms of the S-O-R or the Stimulus-Organism-Response Model as is rendered below. Figure 1 (Lantos, 2010, p.314) The Case of Dulux The study of the marketing mix stimuli for Dulux would be conducted based on analysing the efficacy and the impact of the consumer brand depending on parameters related to product, brands, advertisements, packaging and point-of-purchase displays. Analysis of the brand depending on the above parameters would contribute in getting a holistic picture of the marketing mix element of the consumer brand. Products The product range of Dulux encompasses several sub-products that contribute in the painting and designing of both the interior and exterior parts of a building. Different types of paints and colour solutions are rendered for the same that in turn help the consumer to choose from a wide array of different products. Similarly other products for the designing of walls and other wooden products are also featured by the company (Dulux, 2012). Brands The marketing mix of Dulux again is constituted by a host of different brands that in turn contribute in offering a total paint solution to the customer in terms of best colours, coatings, textures and also in rendering refinishing products for needs of painting an automobile. The range of aesthetic beauty coupled with finishing products for timber and automobiles contribute in creating avid consumer attention (Dulux, n.d.). Advertisements The advertisements of Dulux focus on creating a high sense of consumer appeal through the process of rendering considerable creativity and innovation. Advertisements of ...Show more

Summary

Consumer Behaviour Contents Contents 2 Introduction 4 Marketing Mix Stimuli of Dulux 4 Concept of Marketing Mix Stimuli 4 The Case of Dulux 5 Products 5 Brands 6 Advertisements 6 Packaging 6 Point-of-Purchase Display 7 Impact of Marketing Mix Stimuli of Dulux on Consumer Cognitive Responses 8 Conceptual Understanding of Cognitive Response 8 Models of Cognitive Response Behaviour 9 The Case of Dulux 10 Conceptual Understanding of Affective Response 11 Models of Affective Response Behaviour 11 The Case of Dulux 12 Impact of Marketing Mix Stimuli of Dulux on Consumer Behavioural Responses 14 Conceptual Understanding of Behavioural Response 14 The Process of Instrumental Conditioning in shaping C…
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Consumer Behaviour essay example
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