StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...

(consumer behavior) - Essay Example

Cite this document
Summary
“Friend or Foe: In Enjoying Playfulness, Do Innovative Consumers Tend to Switch Brands?” Journal of Consumer Behaviour 11.1 (2012): 67 – 80. Wiley Online Library. Web. 29 October 2012.
This article focuses…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER91.4% of users find it useful
(consumer behavior)
Read Text Preview

Extract of sample "(consumer behavior)"

Download file to see previous pages

Questionnaires with appropriate scales were used to randomly collect data from people in different areas in an undisclosed city in the UK. After testing for validity and reliability, the collected data were quantitatively analysed using the structural equation modelling together with invariant tests with age and gender as moderators; those aged between 17 and 40 were considered as young while those above 40 were taken to be old (Aroean 72). It was found out that innovativeness could be a predictor of playful consumption and brand consumption though the latter does not predict playful consumption.

This is an important article in understanding the role that consumers and behavioural perspectives play with regard to playful consumption. Organisations would find this research important in satisfying “innovative, playful consumers” thus the need for playful product brands (Aroean 70). As such, brand managers could retrieve relevant information to boost brand loyalty and share. Interestingly, the research reveals that switching brands does not pass as a predictor of playful consumption which means that marketers should not be concerned with their innovative customers who find varied play brands.

But even so, these consumers would need to be constantly supplied with new playful rewards in form of new products so as to avoid adaptation. Nonetheless, the use of random sampling makes this study less desirable to marketers seeking to penetrate specific target markets with specific products. Eckhardt, G. M. and Houston, M. J. “On the Malleable Nature of Product Meaning in China.” Journal of Consumer Behaviour 7.6 (2008): 484 – 495. Wiley Online Library. Web. 29 October 2012 It is known that customers attach various meanings to products guided by context.

But little research has been done to determine the source of this variation. Just like the other consumers, Chinese consumers hold multiple meanings

...Download file to see next pages Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“(consumer behavior) Essay Example | Topics and Well Written Essays - 1000 words”, n.d.)
(consumer behavior) Essay Example | Topics and Well Written Essays - 1000 words. Retrieved from https://studentshare.org/english/1606782-consumer-behavior
((consumer Behavior) Essay Example | Topics and Well Written Essays - 1000 Words)
(consumer Behavior) Essay Example | Topics and Well Written Essays - 1000 Words. https://studentshare.org/english/1606782-consumer-behavior.
“(consumer Behavior) Essay Example | Topics and Well Written Essays - 1000 Words”, n.d. https://studentshare.org/english/1606782-consumer-behavior.
  • Cited: 0 times

CHECK THESE SAMPLES OF (consumer behavior)

Consumer Behavior and Information Processing

It is necessary to appeal to the customer so as to make the product more appealing to the targeted consumer.... By making all the details of the watch visible as well as enhancing the picture so that it appears shinier, the consumer is motivated to purchase the picture....
5 Pages (1250 words) Term Paper

Consumer behavior class:blueshield plus

This is because they were entitled to get Medicare.... BlueShield would help them get the right Medicare for their old age that would take care of things… They also wanted it to be a simple process so that the old people would easily understand. BlueShield wants its audience to know that they will always be there to serve them all the time that is why they can call 24 hours before The shuttle will pick them up at their door steps to avoid any inconveniences....
3 Pages (750 words) Assignment

Main Aspects Of Consumer Behavior

The paper "Main Aspects Of consumer behavior" discusses the different pieces of information that has in this situation that will impact her decision making.... It is known that consumer behavior is more closely connected to social, moral and ethical behavior of a consumer.... The consumer has been using the product for quite some time which means she has access to information through internal search.... Ethical consumer ratings are in place to empower consumers to make ethically informed decisions....
4 Pages (1000 words) Essay

Consumer Behavior Analysis

The product line includes oil-free face wash, hair styling gel, anti-dandruff shampoo and sunscreen for men's skin.... For a large first-world market such as US, the… Factors such as target market, demographics and value propositions of the product must be well-grounded in order to ensure the products' potential success....
6 Pages (1500 words) Essay

Market Share and Marketing Strategies

This consumer behaviour report is done on Apple Inc.... Apple not only focuses on development of innovative products, but also protects consumer interest and values consumer welfare (OGrady, 2009).... which is a renowned computer software and hardware company....
8 Pages (2000 words) Assignment

Consumer behavior project

These phones are run by Apple's operating system known as iOS.... These phones have a user interface that is built around their multi touch screen which includes a virtual keyboard.... The phones have Wi-Fi and… These phones have the ability of taking videos, photos, and playing music.... They also have internet connectivity and services such as web browsing and GPS....
1 Pages (250 words) Research Paper

Consumer Behavior Paper

The significance of this process is the fact that the item is of monetary value, and the potential consumer will take time evaluate various… The buyer recognises that he has a need that requires to be fulfilled.... To make the problem worse, I consumer Decision Process Affiliation consumer Decision Process The process is a representation of a number of steps that a buyer typically goes through before making the final decision to buy.... The significance of this process is the fact that the item is of monetary value, and the potential consumer will take time evaluate various alternatives before buying....
2 Pages (500 words) Essay

Consumer Behavior and Market Segmentation

This paper, consumer behavior and Market Segmentation, declares that the initial understanding of this topic lies in the fact that firms make a profit by creating value in the sight of customers.... nbsp; Creating a stimulus-response situation traditionally does this.... nbsp; Marketing of various types is the stimulus....
9 Pages (2250 words) Assignment
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us