Relying on Consumer Behavior - Essay Example

Only on StudentShare

Extract of sample
Relying on Consumer Behavior

Penny and Kahle (1996) points out that consumers, when interviewed, would state what they think they want but would behave in a different manner in 'real life'. This is especially true with the application of 'operant conditioning'. The term 'operant conditioning' as applied in marketing refers to the methods used by marketers to influence consumers to purchase or consume a product and make it look rewarding to the consumer. Coupons, repeated advertisements, free samples and other promotional gimmicks can and do influence consumer preference. Marketers can also employ different kind of appeals to endeavor a product to a consumer. Appeals include fear appeals, comparative appeals, emotional appeals, value expressive and utilitarian appeals all of which perform to make the customer want the product or service offered. The point is that there are many factors which can change what the consumer would want.
Another risk in relying on what the consumers say they want is that it can change over time and the time span can be radical or sporadic. For example, Greenwald (2003) conducted a study on the behavioral shift of UK consumers belonging to the 16-24 age bracket and found that some preference or attitudes change as fast as 3 days or as long as 5 years.
Relying on what c ...
Download paper

Summary

Predicting consumer behavior is one of the key fields of marketing particularly because marketers would want to know the next big bestseller. Theories and statistical methods to determine future trends in consumer behavior abound but there still lies the basic question: can we depend on the consumer to know what they want Do consumers really behave as they say
Author : wilmahegmann

Related Essays

Consumer Behavior Attitudes
This is important as it will help the interviewer to know the mistakes or the failures which they will need to work on, so as to meet the demands of their clients.
...
6 pages (1506 words) Essay
Online Consumer Behavior
In the physical commercial world, the IT used for operations remains mostly in the background, invisible to the consumer. In e-commerce, however, the technology has been moved to the foreground and has become the store itself as a Web site. Such Web-based stores that use "networks and Internet technology for communications and transactions between various groups of stakeholders like businesses and consumers" have recently also been called Net-enabled organizations (NEOs).
...
20 pages (5020 words) Essay
Consumer Behavior
To succeed, or simply to survive, companies need a new philosophy. To win in today's market place, companies must be customer centred - they must deliver superior value to their target customers. The study of Consumer Behaviour helps the marketers to understand their target customers and what influences their buying decisions.
...
10 pages (2510 words) Essay
Consumer Behavior Bachelor Essay
This product-centric view of market segments has been long discarded as being inadequate for very logical and plausible reasons. For any given product or service, there are usually at least four or five different segments of prospective customers that may utilize that product to solve a particular problem or satisfy a specific need. Each one of these segments will have different needs and values. But companies with a product-centric view cannot even sight these differences not to approach the issue of comprehending them and using them to advantage in their marketing plans. They end up treating...
14 pages (3514 words) Essay
consumer behavior
This implies that for a positive feedback from the consumer, a lot of emphasis has to be made in ensuring that all these factors put into consideration (Arnold, James, and Scherbet Oliver 1999 p.30 par.4).
...
10 pages (2510 words) Essay
consumer behavior
ect, the study of consumer behaviour is very essential for developing proper marketing strategies and appropriate product lines for automotive products. In general, there are many factors that influence consumer behaviours. Gilligan and Wilson have identified four primary factors that influence consumer behaviour and these are cultural, social, personal and psychological (Gilligan and Wilson, 2003, p.226). However, in automobile industry, the perceptions and preferences of consumers vary according to nature, unity, durability, safety, price and technology of automotive products.
...
12 pages (3012 words) Research Paper
Consumer behavior
ed on discussing the fact that the native people of UAE have relentlessly tried to maintain their Islamic culture even in the presence of more liberal cultural values. Also, the consumer behavior of the people of UAE is discussed concerning their Islamic beliefs and how they prefer their standard Islamic beliefs while buying a product over its globally recognized characteristics.
...
3 pages (753 words) Essay
Got a tricky question? Receive an answer from students like you! Try us!