Marketing As per the case studytwo types of consumers from Brazil have been projected, who are demographically different. Major variations exist between these areas North Eastern region and the South Eastern region in conditions of culture, riches and needs that impact the consumer behavior to a larger extent. Economy and political power is well established in SE region where as in NE region; overall economy is mainly rural and mainly agrarian. Pshycographic factors are widespread.
In general, parents' accept is more evident for product requests upon products used by the entire family. Due to small frequency on products for parents, the scale mean in this category was not significantly lower than the scale mean on family products.
Toys and ice, snacks and candy for children are the product types most frequently refused to buy. Table 4 shows scale means on parents' response depending on location of requests and perceived 'main reason' for requests.
Response to influencing attempts on parents products seems to be independent on location of requests. In the left part of Table 4 parents responses are broken down on their perceived 'main reasons' for requests.
Due to the rather low frequencies, it is not very valid to draw any conclusions from the means displayed across "mean reasons". However, when examining the data, it is interesting to note the relatively high level of accept means around 2.
It might be that Danish parents are less anxious about the influence from commercials due to the fact, that commercials are still relatively new in Denmark. In other words, although not significant, the data indicate that the less family income the more intentions to teach children as sensitive consumers.
This may reflect a more "laissez faire" orientation in regard to children's consumption in todays families as compared to older families. Appearently parents to girls are more motivated to teach their child consumption skills. No other correlation coefficients approached significance.
The negative relationship between parents' intentions to teach children the intention of advertising and number of children are not easy to explain. The positive relationship between income and this scale may be due to the fact, that children in families with higher income generally requets more products.
On the other hand, the positive correlation may also reflect a higher educational level in high income families.
Factors Correlated with Requests and Parental Responses The results from correlating children's number of requests and parental responses with parents' consumer teaching orientation as well as family demographics are presented in Table 5. Only correlation coefficients above.
As table 5 shows, relatively few coefficients were over. The upper part of Table 5 shows the coefficients from correlating parental consumer teaching orientation with childrens number of requests and parental responses across product categories.
Apparently, consumer teaching orientation has no relationship to children's requests and parental responses in regard to products with parents as prime user. Although, the correlations with the consumption scale are rather weak, the data in Table 5 indicate a clear pattern of relationships with respect to parents' consumer teaching orientation.
Note that the positive relationships with number of requests suggest that this way is not very effective in reducing the child's requests.
Similar patterns were reported in Wardp. Very unexpected, exposure to tv-channels with commercials appears to be negatively and significanf correlated with number of requests.
Although these patterns are not easy to explain, they do indicate that commercials do not have any strong effect on children's requests. One possible explanation would be an increased emphasis on teaching children in families were children watch more commercials. However, it was not possible to detect any significant evidence for that.
Further, no significant relationship was found in regard to parents' response. Perhaps more in line with expectations, number of requests are positive correlated with how often children shop with their parents. These patterns may be due to that the parents perceive requests for children's products as pestering, but re-quests for parents' products more as a kind of consumer socialization.
Examining the correlations with demographic variables reveal some interesting, but not very clear patterns across product categories. Thus, while children make less requests on their own products as they grow older, their parents are more willing to accept these requests.
T-tests with sex as independent variable indicate although not significant below. Although neither significant, it is interesting to note that the number of influencing attempts on parents' purchasing decisions is positively correlated with children's age and sex. In regard to parents' age there is no significant relationships.
The correlation coefficients in regard to number of children indicate, that children in families with more children make less requests for children as well as adults products. These patterns are not evident in regard to family products, but here the data indicate that parents' response are more positive.Look at virtually any consumer industry and you’ll see how changes in digital technology are fundamentally altering the way that consumers engage with brands before, during, and after a purchase.
Consumers today expect to browse, research, solicit feedback, evaluate, and push the “buy” button. MKT Chapter 6 – Consumer Behavior The Consumer Decision Process Exhibit (page ) Zip Car Case Need Recognition – needy state vs. desired state. The greater the discrepancy between these two states, the greater the need recognition Functional needs – pertain to the performance of a product or service o If you’re hungry.
Psychological needs – pertain to the personal. Post purchase issues: the maintenance and the serviceability of the product affordable and within the reach of the consumer. Some people ridicule the reference to .
Consumer confidence is another important factor affecting the demand for consumer goods. Regardless of their current financial situation, consumers are more likely to purchase greater amounts of. was another year of solid value growth for the home care industry, with global value sales growing 5% to reach US$ billion.
From powder to tablet, from spray cleaners to wipes, there has been a clear shift in the way people purchase cleaning products. – Following a review of the relevant literature, the paper presents a conceptual model of buying intentions regarding retail brands.
The model is then tested quantitatively by structural equation modelling analysis using a sample of adult consumers that are decision makers in their households regarding purchases of detergent brands.
|BrandGuide||International Marketing Research, Environmental Change, Research Methods Abstract As businesses expand further and further in international markets, the role of timely and accurate marketing research to guide decision-making becomes increasingly critical.|
|Consumer Behavior: Laundry Detergent by Leslie Brown on Prezi||Consumer behaviour and perceptions of the people of Kolkata towards popular bathing soaps Introduction Personal care includes products as diverse as lip balm, cleansing pads, colognes, cotton swabs, cotton pads, deodorant, eye liner, facial tissue, hair clippers, lip gloss, lipstick, lotion, makeup, nail files, pomade, perfumes, razors, talcum powder, shaving cream, skin cream, toilet paper, and wet wipes.|
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