StudentShare solutions
Triangle menu
  • Home
  • Subjects
  • Marketing
  • Integrated Marketing communication: Consumer behavior and factors affecting on decision-making

Integrated Marketing communication: Consumer behavior and factors affecting on decision-making - Coursework Example

Not dowloaded yet

Extract of sample
Integrated Marketing communication: Consumer behavior and factors affecting on decision-making

Consumers usually receive the needed stimuli to trigger the need for something from both the surroundings as well as the assorted viewpoints of the marketing approaches for various goods and services. The consumers respond to these stimuli through the purchase or failure to purchase the product that had formerly been acknowledged. In the steps of receiving the stimuli from the surroundings or the promotion stratagems of the presented goods and services, and providing a suitable response to the same, the consumer has to make a resolution on whether to acquire or not purchase (Hayden, 2009, 12).
Consumer Involvement Examples from UK Food and Drinks Industry
Consumer involvement can be considered to be a tool that helps to explain the disparity in the mental, and physical strive of a consumer with the decision he or she makes on whether to purchase a product or not. Consumer involvement can be seen as a concept that plays a central part in stimulating consumer motives. Involvement may imply the rank of superficial individual significance induced by stimuli within a certain circumstance. This means that the aspects of an entity, a product and a situation all merge to establish the consumer’s motivation to procedure product correlated information at given phase. The consumers pay attention to any relevant information on the achievement of a certain goal, therefore, leading to the motivation. Consumer involvement transpires at various stages in addition to product. According to the concept, merchandise characteristics bear associations of the merchandise with the consumer’s emotional desires and requirements. It can therefore consider bearing relations with stages such as advertising or even products, which include the UK food and drinks sector. Some of the examples are cheese, wine, biscuits, teacakes, oat bran sticks, shredded bran, hard-boiled sticks, and candies. The food industry is most developing industry in almost all the countries because of the food is a basic thing for a human being to survive. Consumer behaviors & Decision-making on food and drinks sector 1. Heinz ketchup The customers buying Heinz come from middle class, and prefer the product because of its premium quality, taste, and nutrition. These reasons affect the consumer behavior towards buying the item. Other grounds making customers end up with the decision to buy the item, is its convenience and value, which seem to be appropriate and pleasing to the customers. The consumer behavior towards buying of Heinz ketchup is affected by the essentiality of the item in the household meals. The consumer’s decision for fancying the commodity is because of its emerging in intentionally markets in the world rankings. The product becomes popular and consumers are tempted to try the item, hence purchasing the item. The consumer’s behavior and decision making is also affecting by the company’s innovation and the growing of core portfolio. They have significantly improved standards of the product hence making it to be attractive. 2. Oat bran sticks One major factor that defines the consumer behavior towards the commodity is the manageable price of the item. The consumers’ behavior is controlled by the unique taste that oat bran sticks have comparing to other potatoes crunches food items. The approving taste and the contemptible price determine the decision of consumers in choosing to buy the product. The company has invented special and related commodities that are better than the current product, hence making customers prefer the product. The company also advertises the merchandise, hence reaching a large ...Show more

Summary

Integrated Marketing communication: Consumer behavior and factors affecting on decision-making
Introduction
The consumers are considered unique in their own ways, and the uniqueness is reflected in their consumer patterns and purchase process…
Author : randalschultz
Integrated Marketing communication: Consumer behavior and factors affecting on decision-making essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the coursework on your topic
"Integrated Marketing communication: Consumer behavior and factors affecting on decision-making"
with a personal 20% discount.
Grab the best paper

Related Essays

Consumer behavior
According to one of the complaints, the customer had to face disappointment because no one from the staff helped him out with his queries. According to another customer, the staff did not have knowledge regarding the products available at Wal-Mart therefore he could not find the product he was looking for.
1 pages (250 words) Coursework
Integrated marketing communication
Integrated Marketing Communication (IMC) is one of the major tools that marketers cannot overlook if they are focused at retaining a strong positive customer-product relationship. Based on the need to expand their market share and put at bay their competitors, UK based advertising agencies have in the last decade of the twentieth century emulated IMC as a competitive advantage.
2 pages (500 words) Coursework
Marketing Strategies Coursework
The concept of globalization rested on the unprecedented advances registered in the fields of communication and information technologies which immensely helped shrink the world into a compact global market place. With these advances the information is available on momentous scale on the World Wide Web.
40 pages (10000 words) Coursework
Management Decision Making
Managers offered with limited liberty might not try new strategies or defer all their decisions to top management. Q3. All of us bring biases to the decisions we
2 pages (500 words) Coursework
Consumer Decision Making (CDM)
r prices or quality while buying products hence it is the duty of marketing manager to study consumer behaviour and develop strategies to influence their decisions. The consumer decision making process involves five stages: need recognition, information search, evaluation of
2 pages (500 words) Coursework
Delegation: Communication and Accountability , Ethical Decision-Making
The five rights of delegation are the right task, circumstances, person, communication and supervision. Considering the right task, a task may only be delegated if the delegator has responsibility and authority over it and if it has not been
1 pages (250 words) Coursework
12 month Integrated Marketing Communication campaign for Nike
One factor that has to be reiterated and noted down is that the communications campaign in marketing the product are quite effective and could be probably because of the reduction in the demand due to poor product quality, availability of a product that is a
7 pages (1750 words) Coursework
Decision-Making Process, Communication Errors
Such a team comprises of the nutritionist, physician, medical laboratory specialist, counsellor, pharmacists among others. At one time, a decision have to be made regarding the
1 pages (250 words) Coursework
Organizational Decision Making
Fixed cost has no relation, whatsoever, to sales volume; it remains unchanged. In other words, fixed cost per unit is variable meaning the higher the volume, the lower the fixed cost per unit. Variable cost per unit is fixed
3 pages (750 words) Coursework
Decision Making
In consequence, it is clear that leadership, managerial and marketing bodies exist in this organization. The leader’s decision to market the product despite prior knowledge of its
1 pages (250 words) Coursework
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation