Essay on "Consumer Behavior"
Essay 3 pages (1026 words) Sources: 2
[EXCERPT] . . . .
Consumer BehaviorWhen you are in the business of selling products it is very important to understand why consumers buy what they do. Being successful at marketing, sales and customer service all depend on understanding why people buy what they do and why they buy it from whom they do. Having this basic understanding lends a company to better develop their marketing and advertising plans in order to be successful (John Mehrmann, 2007).
There are three main categories that affect why people buy. The first is that of prestige, luxury, and style. When people purchase for this reason they usually do it with some intent. They tend to make these types of buying decisions well ahead of time and with plenty of thought put into them. The second category that affects why people buy is that of quality, reliability, durability, or reputation. These decisions are typically based upon past experiences. The third category is that of saving time and money (John Mehrmann, 2007).
Once the concept of why people buy things is understood then a company can begin to design their marketing and advertising campaigns. Using the Theory of Planned Behavior which states that if people believe that a behavior is positive, and if they think that others want them to perform the behavior, they will have a higher intention to perform that behavior. I looked at three different advertisements regarding air fresheners to which this theory applies.
The first advertisement was for Airwick. This was aired during the evening news at 7:00 PM. The target audience for this advertisement was people who like to be at home and want it to smell good when they are there. The ex
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The second advertisement was for Ambi Pur. This was aired during an episode of Law & Order, at 9:00 PM. The target audience for this advertisement was people who want to be able to smell their favorite fragrances in their homes. The expected level of involvement for this product would be high. The need created for this product is to be able to always smell your favorite fragrance by using the Ambi Pur Symphonia that allows you to pick two of your favorite scents and the machine rotates the fragrances.
The third advertisement was for Glade. This was aired during an episode of the Simpson's at 9:00 PM. The target audience for this advertisement was people who want nice smelling houses. The expected level of involvement for this product would be high. The need created for this product is to be able have a nice smelling environment within your house, by using the Glade Sense & Spray. It has a motion sensor that goes off when motion is detected near it.
Consumer behavior looks at the use and disposal of products along with how… READ MORE
Quoted Instructions for "Consumer Behavior" Assignment:
“Survey and describe three related TV adverts (3 adverts for 1 product category of your choice) focusing on:
(1) The time of day and the TV programme which it was viewed during;
(2) the target audience;
(3) the expected level of involvement for that product;
(4) the *****need***** provoked in the spectator;
(5) which advert was most effective for your chosen product category? Why?
General instructions:
 Reports should be a maximum of 1000 words, excluding any description of the advert.
 Please either provide a brief description, or valid weblink, or provide a DVD with copies of each of your chosen adverts.
 Remember to link the theory you learn in class to your report.(material that I am going to send you.)
*****
How to Reference "Consumer Behavior" Essay in a Bibliography
“Consumer Behavior.” A1-TermPaper.com, 2009, https://www.a1-termpaper.com/topics/essay/consumer-behavior/394667. Accessed 6 Jul 2024.
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