Consumer Behavior and Shopper Marketing
Analysis of Concepts and Frameworks
The foundational elements of consumer behavior and shopper marketing are based on the foundations of motivational theories including their supporting concepts and frameworks. The intent of this analysis is to provide insights into how Herzberg's Motivation Hygiene Theory and Maslow's Hierarchy of Needs Theory contribute to greater understanding of consumer behavior. Based on these insights, analysis of how consumer motivation affects shopper marketing strategies both off- and online is presented.
Analysis of Consumer Behavior Concepts and Frameworks
In order to have a solid foundation for analyzing, influencing and tracking shopper marketing, consumer heavier concepts and the theories that support them must first be understood. Motivation is a critical construct in consumer behavior and is defined as the series of psychological processes that provides contextual definition, intention and insight to the internal drive and intentions of people to meet satisfy their unmet needs and perceived wants (Freestone, McGoldrick, 2008). In another context, consumer motivation is defined as the energy and intention shoppers have to satisfy their unmet needs and expectations, attaining the benefits, both real and intangible, from products and services they are loyal to (Brumann, Benz, Riley, 2009). With motivation being such a critical construct to consumer behavior, it's important to delve into the Herzberg's Motivation Hygiene Theory and Maslow Hierarchy of Needs. Motivation of consumers to behave in a specific way. Across these two dominant theories and the many comparable frameworks, trust is a foundational element of successfully transitioning behavior to purchase trial, and trial to customer loyalty (Freestone, McGoldrick,...
Realizing that the sense of smell is extremely important in shaping perceptions about the quality of a good, techniques such as "scent-sory" branding have been developed to engage with shoppers on a sensory level and encourage emotional buying. Flavor trends are evolving as consumer demands become more complex) Other ways of implementing "emotional branding" is with what is known as 'sonic branding'. This process is designed to trigger an emotional response
Consumer Behavior Three types of needs are biological needs, utilitarian needs and hedonic needs. Biologic needs are those needed to sustain life (shelter, food, water). Utilitarian needs are those that "emphasize the objective, tangible attributes of products" (Miller, 2010). These are practical products that provide a specific function (toiletries, clothes, pots and pans). A third type of need is hedonic needs, and these are products that are "subjective and experiential" (Ibid).
Consumer Behavior in Travel: This review is a focus of the literature regarding consumer behavior as related to all aspects of travel. This review includes details of the buying behavior of the major generational groups (determined by accepted year guidelines), why travel consumers choose to shop as they do, and what behavioral traits lead to different travel experiences. Travel itself is a simple concept to define (when an individual leaves the local
Consumer Behavior Nearly every society has some type of social class arrangement. Social classes are comparatively permanent and ordered partitions in a society whose affiliates share like principles, interests, and behaviors. Social class is not determined by a solitary factor such as income but is calculated as a mixture of profession, earnings, learning, riches, and other variables. Marketers are concerned with social class for the reason that people within a particular
Support for global phones Medium to High. Social events are pervasive during skiing season Medium to High; on Tours there is much planned out and taken care of; a chance to enjoy the sites and visit historic places High for shopaholics; boring for anyone who doesn't enjoy this type of activity Cost From $2,000 to over $10,000 per person Less than $100 for camping out in a tent to over $2,000 for a cabin rental From
Relationship Marketing and Its Impact on Consumer Behavior Research Questions & Sub-questions Research Design & Methodology Organization of Study Secondary Research This report explores Customer Relationship management. In [articular the investigation seeks to understand the impact of relationship Marketing and Its Impact on Consumer Behavior. This issue has proven problematic for businesses because many do not have the ability to form effective relationships with customers. This deficiency costs companies customers and profits. The report sought
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