The Impact of Advertising on Consumer Purchase Behavior - Free Essay Example

Sample details Pages: 11 Words: 3286 Downloads: 1 Date added: 2017/06/26 Category Advertising Essay Type Research paper Level High school Did you like this example? It can be said that advertising is a subset promotions in the marketing mix decisions and promotions put simply involves the mass communication of the product offering to the target market (Jobber and Ellis-Chadwick, 2013). Other than the obvious reason of persuading customers to make purchases, it is imperative to promote the product offering in order to create an image of the product which becomes one of its differentiating factors (Doyle and Stern, 2006). Furthermore the promotion of a product offering is important to reinforce the information the customers already have about the product (Doyle and Stern, 2006). Don’t waste time! Our writers will create an original "The Impact of Advertising on Consumer Purchase Behavior" essay for you Create order As mentioned earlier, advertising is one of the components of promoting a product offering and thus it is defined as the paid presentation and promotion of products or services through mass media such as television, radio, newspapers and the internet(Doyle and Stern, 2006). Traditionally, advertising is carried out on the television, radion and in newspapers however disruptive technology like the internet and the phenomena it has made possible has changed advertising and the effect it can have on consumers particularly where it concerns their purchasing decisions (Jobber and Ellis-Chadwick, 2013). Illustrating this point, Google and Facebook have created new environments which are part of the networks to which the planet belongs and which operate at break-neck speed (Jobber and Ellis-Chadwick, 2013). Furthermore, the internet and social networks have also changed the way individuals communicate such that advertisements do not inherently have to be paid à ¢Ã¢â€š ¬Ã¢â‚¬Å" a good re view from one consumer to a group of others can be all the advertisement that a company would need (Jobber and Ellis-Chadwick, 2013). In addition to this, advertisements can now be interactive in such a way that the information on the product passed on to the consumer is more targeted and customised (Jobber and Ellis-Chadwick, 2013). Thus this paper will be exploring the impact of online advertisements on consumer purchasing behavior first by outlining the theories of how advertising works, then examining the effects online advertisements on consumer purchasing behaviour . How Does Advertising Work? There has been considerable debate on how advertising works however the general consensus has been that there can be no single all embracing theory that explains how all advertising works because they have varied tasks (Jobber and Ellis-Chadwick, 2013). For example advertising that attempts to make an instant sale by incorporating a return coupon that can be used to order a product is very different from corporate image advertisements that is aimed at reinforcing attitudes (Jobber and Ellis-Chadwick, 2013). Nevertheless, the competing views on how advertising works are the strong theory of advertising and the weak theory of advertising (Jobber and Ellis-Chadwick, 2013)à ¢Ã¢â€š ¬Ã¢â‚¬Å" both theories are based on how they affect customers and their end results. The strong theory follows that a customer passes through the stages of AIDA à ¢Ã¢â€š ¬Ã¢â‚¬Å" awareness, interest, desire and action. This theory argues that advertising is strong enough to increase publics knowledge and change their attitude and as a result it is capable of persuading new customers to purchase a brand (Jobber and Ellis-Chadwick, 2013)). This is called the conversion theory of advertising: non-buying customers are converted to buyers(Jobber and Ellis-Chadwick, 2013). The product has been criticised on two grounds; one there is little evidence that consumers experience a strong desire before making a purchase because in cases of inexpensive product a customer could very well purchase a brand on a trial basis without any strong conviction that the brand is superior (Jobber and Ellis-Chadwick, 2013). The second criticism is that the theory ignores what happens after action as advertisements in mature markets also targets already established customers of the brand (Jobber and Ellis-Chadwick, 2013). The weak theory follows that a customer passes through awareness, trial and reinforcement à ¢Ã¢â€š ¬Ã¢â‚¬Å" ATR (Jobber and Ellis-Chadwick, 2013). This ATR model or theory is widely supp orted in Europe with Ehrenberg (cited by Jobber and Ellis-Chadwick, 2013) explaining that advertising can work exactly the way the ATR model theorises as there is no need for strong emotions like desire and conviction before a first purchase is made. It could simply be a purchase for trial followed by reinforcements. Consumer Purchase Behavior Theory Consumer behavior is the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires (Solomon and Bamossey, 2006, p6). Schiffman and Kanuk (2007, p3) also take a similar approach defining consumer behaviour as the behavior that customers display in searching for, purchasing, using, evaluating and disposing of goods and services they expect will satisy them. Early economists led by Nicholas Bellouni, John von Neumann and Oskar Morgenstern started to scrutinise the foundation of consumer making decisions (Richarme 2007). They approached the topic from an economic standpoint and focused only on the act of purchase and the most predominant model from this viewpoint is the Utility Theory (Richarme, 2007). The Utility Theory viewed consumers as entirely rational and self interested making their purchase decisions based upon the ability to maximise their use of their desired product whilst expending minimum effort (Richarme 2007). Another approach to consumer purchase theory is the psychodynamic approach which; the key tenet is that consumer behavior is determined by biological drivers rather than individual cognition or environmental stimuli (Bray 2008). Perhaps the most widely cited is the cognitive approach which views the consumer as an information procession (Ribeaux and Poppleton, 1978) who actively seeks and recieves environmental and social stimuli as informational inputs which subsequently aids decision making (Bray 2015). Sheth et al (1991) propose that there are five consumption values influencing consumer purchase choices. The values are functional value, conditional value, social value, emotional value and epistemic value (Sheth et al, 1991). Three fundamental propositions are obvious in the proposed theory and these are: Consumer choice is a function of multiple consumption values (Sheth et al, 1991). The consumption values make different contributions in any given consumer purchase choice (Sheth et al, 1991). The consumption values are independent (Sheth et al, 1991). Online Advertisements and Its Impact on Consumer Purchasing Behavior The beginning on online advertising was in 1994 when Hot Wire sold the first ad banner on their companys website (Bakshi and Gupta, 2013). By year 2000 online advertising spending in the United States had reached $8.2 billion dollars with these numbers increasing to $12.7 billion as more people are connected to the internet and spend more time online (Bakshi and Gupta, 2013). This is a clear sign that online advertising has developed quickly in the last decade. Some of examples of online advertisements includes floating ads, expanding ads, wallpaper ads, trick banners, pop-ups and pop-unders (Bakshi and Gupta, 2013). Now these are the ones instigated by marketers or producers themselves. This paper however puts forward that if advertising (online advertising being no different) is a method of mass-communicating product benefits then online word of mouth or reviews may be considered as an additional method of online advertising albeit the marketers or producers would have very littl e control as to how such reviews are presented. Online Reviews Research has shown that consumer opinion and recommendations actually count towards purchase decision because product review allows consumers to get a feel for the product without making a trial purchase (Murphy, 2015). Recommendation sources according to Andreasen (1968) have a typology as follows: impersonal advocate (mass media), impersonal independent (consumer reports), impersonal advocates (sales clerk) and personal independents (friends) (Senecal and Nantel, 2004). Sencal and Nantel (2004) also report that consumers indicated that for their next purchase of durable goods they would be using first their personal independents as sources of recommendation. This plays directly to customers need for information. Whilst customers could research products through search engines such as Google and Bing. It is never quite like having a first hand account from an unbiased user of the product. Statistics have shown that 80% of online shoppers would change their minds based on online reviews (Murphy, 2015). Supporting this is the fact that in a study carried out in India of the influencers of online purchase decisions, 93% of the respondents indicated that they considered online word of mouth much more reliable than all the other sources of information including the typical online ads (Bakshi and Gupta, 2013). Thus it would logically follow that having bad reviews would correlate with poor sales whereas good reviews would mean good sales (Murphy, 2015). A case in point is the sale for a t-shirt on Amazon which shot up a staggering 2300% in 2009 after a joke review for the T shirt went viral on the the internet (Murphy, 2015). Till date the t-shirt which features three wolves howling at a full moon has garnered over 2000 reviews (Murphy, 2015). Another example is a study which showed that the biggest influencer for holiday shopping recommendations was from friends and family on social media with 63% swayed by Amazon reviews and 24% were from blogger endorsemen ts (Morrison, 2014). Social Media/Social Networks Directly related to online reviews where it concerns online advertising are social networks which could be considered as the platform through which online reviews are exchanged albeit they should be considered separate elements and influencers (Morrison, 2014). Social network platforms such as Facebook which grew by 22% between October 2011 and November 2011 and Youtube which grew 67% percent between the same time frame are the new age medium of online advertising reaching millions of people at a go (Darban and Li, 2012). A study carried out between 2013 and 2014 found that 64% of respondents were convinced of what holiday gift to purchase by a social medium. Social media appears to be so effective that there is at least one social medium guiding consumers through their path to purchase. For example, 58% of respondents to the aforementioned study used Pinterest to find ideas and inspiration, 60% use Facebook to seek promotion whilst 48% share the the purchases they have made on Fac ebook inspiring others to also make purchases (Morrison, 2014). To this end, 11 out of 12 respondents confirmed that they have made purchases as a result of interacting with the producers on social media or interacting with their peers on social media and getting a sort of first hand advertisement of the product online (Darban and Li, 2012). In addition consumers have also indicated that they are able to communicate directly with producers via social media thus speeding up the purchase process as they also indicated that the length of time it sometimes takes to get the information they need from producers can put them off buying the product in the first instance (Darban and Li, 2012). General Online Advertisements In a study carried out on the effects of online advertisements on consumer buying behaviour of branded garments in Pakistan(Afzal and Rabbani Khan, 2015), it was interestingly discovered that there is no direct effect of online advertisements on the buying decisions of branded garmets whereas it was found that there is a significant indirect effect of online advertisements on consumer buying decisions because of advertising characteristics and consumer attitudes (Afzal and Rabbani Khan, 2015). Conversely, in another study carried out it was found that contrary to the the discovery of the study in Pakistan there was a direct link between online banner advertisements and the making of purchases or purchase decisions (Li and Leckenby, 2004) . Interesting another study showed that revenue garnered as a result of online banner ads (which attracted the most revenue) were on a high from 1998 when 56% of revenue made by the respondent company were from online banner ads. However, by the ye ar 2001 these numbers had began falling until 2003 when it was only at 21% (Li and Leckenby, 2004). These studies did not give the reason as to the decline banner ads generated revenue. However the study in Pakistan had reported that consumers seemed to place more stock on word of mouth such as online reviews and a large percentage of the revenue generated by the participating companies were from loyal customers and refferrals (Afzal and Rabbani Khan, 2015). These go back to reiterate the points of discussion in the previous section of this paper as to the effectiveness of social media platforms and online reviews as a method of marketing. Thus it would appear that other methods or forms of online advertisement do not perform as well as social media platforms and online word of mouth it terms of being revenue generators. The logical question to ask then is why this is so? The answer is not far-fetched and probably lies in the results of a study carried out on consumer perception of online advertisements (Priyanka, 2012). The options provided were entertaining, informative, irritation, credibility, interactivity and purchase. The respondents to these study were further adjusted for age in order to get a clear picture as to the age range of consumers and their perspective (Priyanka, 2012). Of the 100 respondents to the study, irrespective of age, 22 found online advertisements informative, 18 found them irritating whilst 18 respondents have made purchases because of online advertisements (Priyanka, 2012). Of those the respondents who made purchases 6 were between the ages of 41-50 whilst 5 respondents were of the older than 50 age group (Priyanka, 2012). In addition a very small percentage of this age group found online adverts credible which could mean that perhaps if they percieved online adverts as more credible they could be looking to making more purchases (Priyanka, 2012). Surprising this age group also found online adverts less irritating but also less informative (Priyanka, 2012). This could logically be reasoned to be as a result of the fact that most purchasers of this age actually want more information before they make purchases and are willing to suffer through online advertisements perhaps because they are not skilled in surfing social media platforms to gain more information of the product (the study also showed that only a very small percentage of the above 50 age group do not surf the internet or engage in online window shopping) (Priyanka, 2012). Thus it would appear that forms of advertisement other than social media and online word of mouth walk a tight rope of being irritating and putting the consumer off thereby having a negative impact on consumer purchasing decisions. Other Forms of Advertisements and its Impact on Consumer Purchase Behavior In a study of 175 respondents carried out by Iqbal et al (2013) to determine the relationship between brand perception, advertising and consumer purchase behavior. Their findings, analysis and results showed that advertisements had a positive effect on brand perception and consumer purchase behavior, particularly in teenage consumers (Iqbal et al, 2013). Similarly Mel et al (cited by Malik et al 2014) argues that over time, advertisement plays a major role in influencing the consumer such that they become less price sensitive. In the same vein, Ackerbergm (cited by Malik et al, 2014) also argues that advertising is a great source of product learning for consumers. However image advertising and prestige advertising appears to have less significance in creating or instigating a learning process about the product (Malik et al, 2014). In other words, advertisements have a more positive effect on consumer purchase behavior if the advertisement includes informational content (Malik et al , 2014). Added to this is the fact that, it has been discovered that the more interactive an advertisement is the more it captivates the attention of the consumer and the more impact it actually has on consumer decision (Iqbal et al, 2013). In comparison to online advertisements, the general consensus amongst scholars about traditional methods of advertisements appears to be that there is some positive impact on consumer purchase behavior ranging from product learning, to a decrease in price sensitivity and an increase in actual purchases (Kumar and Raju, 2013). This paper argues that perhaps this is due to the fact that producers or marketing managers have more control over traditional methods of advertisements. Wheresas with online advertisements, consumers are able to ignore the advertisements, pro-actively initiate the product learning process themselves thus controlling what they learn about the product which could be positive or negative. Conclusion This paper focused on the impact of advertisements (with a focus on online advertisements) on consumer purchase decisions. The strong and weak theories of advertisement were examined in order to determine the way in which advertisements work. Furthermore, some key elements of online advertising such as word of mouth by way of online reviews on social media platforms were examined in detail as well as their impact on consumer purchase decision. Finally online advertisements in general and how they influence consumer purchase decision was also examined. From the aforementioned examination and analysis, it can be concluded that online advertisements in whatever form can have either a positive or negative impact on consumer purchase decisions. Marketing managers appear to have very little influence on how the advertisements will impact consumer purchase behavior. Thus making the results inconsistent. Perhaps this is because the internet is such a fast-paced and volatile environment. In sharp contrast, it was discovered that traditional methods of advertisements have consistent (across various studies) positive impact on consumer purchase behavior. It can also be concluded that of all the forms of online advertisement, online reviews are perhaps the most volatile and prone to resulting in a negative impact on purchase decisions. Nevertheless, it is also quite likely to bring on the most amount of sales within a short period of time. It was discovered that consumers find some online adverts annoying which also influences their decision to allow the engagement of their attention and consequently their money in making the final purchase. In addition, it was also found that there are positive correlations between online adverts and consumer purchase behavior in that the online adverts triggers the customers interest in a product and eventually leads to a purchase. References Afzal, S. and Rabbani Khan, J. (2015). Impact of Online and Conventional Advertisements on Consumer Buying Behaviour of Branded Garments. Asian Journal of Management Sciences and Education, 4(1), pp.126 135. Bakshi, G. and Gupta, S. (2013). Online Advertising and Its Impact on Consumer Buying Behaviour. International Journal of Research in Finance and Marketing, 3(1), pp.21-30. Bray, J. (2008). Consumer Behaviour Theory: Approaches and Models. 1st ed. [eBook] Available at: https://eprints.bournemouth.ac.uk/10107/ Darban, A. and Li, W. (2012). The Impact of Online Social Networks on Consumer Purchasing Decision. Masters. Jonkoping University. Doyle, P. and Stern, P. (2006). Marketing management and strategy. 4th ed. Harlow: Pearson Education. Jobber, D. and Ellis-Chadwick, F. (2013). Principles and Practice of Marketing. 7th ed. Berkshire: McGraw Hill Education. Kumar, D Raju, V. (2013). The Role of Advertising in Consumer Decision Making. IOSR Journal of Busines s and Management, 14(4), pp.37-45. Li, H. and Leckenby, J. (2004). Internet Advertising Formats and Effectiveness. 1st ed. [eBook] Available at: https://brosephstalin.files.wordpress.com/2010/06/ad_format_print.pdf Malik, M., Ghafoor, M. and Iqbal, H. (2014). The Impact of Advertisement and Consumer Perception on Consumer Buying Behaviour. International Review of Social Sciences and Humanities, 6(2), pp.55-64. Iqbal.H., Malik, M., Ghafoor, M., Ali, Q., Hunbal, H., Noman, M. and Ahmad, B. (2013). Impact of Brand Image and Advertisements on Consumer Buying Behaviour. World Applied Sciences Journal, 23(1), pp.117 122. Morrison, K. (2014). Social Media Has Changed How Consumers Shop Online [Infographic]. [Online] Adweek.com. Available at: https://www.adweek.com/socialtimes/social-media-changed-consumers-shop-online-infographic/209738 Murphy, M. (2015). Understanding consumers: How the Internet has affected purchasing habits. [Online] Blog.rdpr.co.uk. Available at: https: //blog.rdpr.co.uk/how-has-the-internet-affected-purchasing-habits Priyanka, S. (2012). A study on the impact of online advertising on consumer behaviour (with special reference to emails). International Journal of Engineering and Management Sciences, [Online] 3(4). Available at: https://scienceandnature.org/IJEMS-Vol3 (4)-Oct2012/IJEMS_V3(4)10.pdf Ribeaux, P. and Poppleton, S. (1978). Psychology and work. London: Macmillan. Richarme, M. (2007). Consumer Decision Making Models Article [Online] Decisionanalyst.com. Available at: https://www.decisionanalyst.com/publ_art/decisionmaking.dai Schiffman, L. and Kanuk, L. (2007). Consumer Behaviour. 9th ed. New Jersey: Prentice Hall. Senecal, S. and Nantel, J. (2004). The influence of online product recommendations on consumers online choices. Journal of Retailing, 80(2), pp.159-169. Sheth, J., Newman, B. and Gross, B. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), pp.15 9-170. Solomon, M. and Bamossy, G. (2006). Consumer behaviour. 3rd ed. Harlow, England: Financial Times/Prentice Hall.

The Theory Of Human Rights - 1582 Words

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Gump and Co. Chapter 3 Free Essays

Chapter 3 Anyhow, I gone on back to Mrs. Curran’s that night an phoned up Slim at his motel to say I ain’t gonna be placin no more encyclopedias in people’s homes. â€Å"Well, Gump, so this is how you repay me for all my kindness!† he says. We will write a custom essay sample on Gump and Co. Chapter 3 or any similar topic only for you Order Now â€Å"Stabbed in the back! I should of known better.† An he concludes with a bunch of other shit that ain’t any nicer, after which, he hung up in my face. At least I got that over with. Little Forrest is of course long asleep in the bedroom time I get through with all that, an Mrs. Curran ast me what is goin on? I tole her I am quittin the encyclopedia bidness to go up to Atlanta an help Alfred make his new CokeCola, an that I figger I got to do this, account of it is a lot of money involved an we need to fix up little Forrest with some backup income. She agrees with me, cept she say she thinks I oughta have a conversation with little Forrest fore I go, an explain to him about exactly who I am, since his mama an daddy are dead now. I ast her don’t she think she’d be better off explainin all that, but she say no. â€Å"There comes a time, Forrest, when I believe a person has got to take the responsibility on himself, and that time is now. Might not be easy, but you gotta do it. And you gotta do it right, because it is gonna make a lastin impression on him.† In this, I know Mrs. Curran is correct, but it is not somethin I look forward to. Next mornin I get up bright an early, an Mrs. Curran made me some cereal an helped me get my bag packed. Alfred says he is gonna pick me up at nine A.M. sharp, an so I have got to deal with little Forrest right about now. When he gets finished eatin his breakfast, I call him out on the porch. â€Å"I have got to be gone for a while,† I says, â€Å"an there is some things you better know before I go.† â€Å"What is that?† he ast. â€Å"Well, for one thing, I don’t know how long I’m gonna be gone, an I want you to be real nice to Mrs. Curran while I’m away.† â€Å"She’s my grandma; I’m always nice to her,† little Forrest says. â€Å"An I want you to do real good in school, an don’t get into no kind trouble, okay?† A kind of frown come over his face, an he look at me sort of funny. â€Å"Say, you ain’t my daddy. Why you tellin me all this?† â€Å"I guess that’s what I want to talk to you about,† I says. â€Å"You see, I am your daddy.† â€Å"No you’re not!† he hollers. â€Å"My daddy’s sick back home. He’s comin to get me just as soon as he gets well.† â€Å"That’s somethin else I got to tell you,† I says. â€Å"Your daddy ain’t gonna get well, Forrest. He’s with your mama now, you see?† â€Å"He is not!† Forrest says. â€Å"Grandma says he’s comin to get me pretty soon! Any day now.† â€Å"Well, your grandma’s wrong,† I says. â€Å"You see, he done took sick like your mama, an he didn’t get well, an so I am gonna have to take care of you now.† â€Å"You! – That’s not so! My daddy is comin!† â€Å"Forrest,† I says. â€Å"You got to listen to me, now. I didn’t want to have to tell you this, but I got to. You see, I’m your real daddy. Your mama tole me that a long time ago. But you was livin with them, an I was just – well, like a bum or somethin, an it was better that you stayed with them. But see, they gone now, an ain’t nobody but me to take care of you.† â€Å"You’re a liar!† he says, an begun to beat on me with his little fists, an then he begun to cry. I knew he was gonna, an it was the first time I seen him do it, but I figger it is good for him now – although I still don’t think he understands. I would rather be doin anythin but this. â€Å"Forrest is tellin you the truth, son.† Mrs. Curran had been standin in the doorway durin all this. She come out on the porch an pick the little boy up an set him in her lap. â€Å"I didn’t want to have to tell you this myself,† she says, â€Å"so I got Forrest to do it for me. I should have tole you, but I just couldn’t.† â€Å"It’s not so. It’s not so!† he shouts, an begun to kick an cry. â€Å"You’re liars. You’re both liars!† About this time a big ole black limousine pull up in front of the house an Alfred get out an motion for me to come on an get inside. I can see Mrs. Hopewell’s face grinnin out the backseat winder. An so I took my bag an went on down the sidewalk to the car, an behind me, all I could hear was little Forrest screamin, â€Å"Liar, liar, liar!† If this is what Mrs. Curran meant when she says tellin little Forrest the truth will make a â€Å"lastin impression,† I sure do hope she is wrong. Anyhow, we went on up to Atlanta, an the whole time Mrs. Hopewell is puttin her hands on my leg an stuff like that, an ole Alfred, he is pourin over papers an books an talkin to hissef a lot. When we arrive at the CokeCola headquarters buildin, they is a big ole mob of people there to welcome us, an when I come in everbody be pumpin my hand an clappin me on the back. They led me down a long hall to a door marked Experimental Research Lab, Top Secret, Keep Out! When we gone inside, I like to fainted! They has set up a whole kitchen exactly like Mrs. Hopewell’s, right down to the half-empty glasses where I had drunk the CokeCola. â€Å"Everthing is right here, Gump, just like you left it back at Mobile,† Alfred says. â€Å"Now, what we want you to do is just what you did when you fixed that CokeCola. Trace every step you took, and think real hard, because the fate of this whole company might be riding on it!† To me, it seems a sort of unfair burden to shoulder. After all, I ain’t done anythin but try to fix me somethin to drink. Anyhow, they put me in a big ole white smock, like Dr. Kildare or somethin, an I begun the experiment. First I take a can of the â€Å"new CokeCola† an put it in a glass with some ice cubes. I tasted it, just like I done at Mrs. Hopewell’s, an it still taste like shit or whatever. So I gone into the pantry, where all the stuff is on the shelves. Truth is, I can’t remember exactly what I put in the CokeCola that might of improved it. But I went on anyhow an started mixin the shit up. All the time, four or five fellers be follerin me around, takin notes whenever I do somethin. First I took a pinch of cloves an a dab of cream of tartar. Next I put in some root beer extract an meat tenderizer an popcorn cheese seasoning an added some blackstrap molasses an crab boil. After that I done opened a can of chili con carne an skimmed the little orange fat that floats around the top an put that in, too. An then I added a little bakin soda, for good measure. Finally, I stirred the whole thing up with my finger, just like I done at Mrs. Hopewell’s, an I took a big ole swig of it. Everbody be holdin their breaths an watchin me with they eyes all bugged out. I swished the stuff around in my mouth for a second, then said the only thing that come to mind, which was â€Å"Ugggh!† â€Å"What’s wrong?† one of the fellers ast. â€Å"Can’t you see he don’t like it?† says another. â€Å"Say, let me taste that,† Alfred says. He takes a drink an spits it out on the floor. â€Å"Christ! This shit is worse than the stuff we made!† â€Å"Mr. Hopewell,† one of the fellers says, â€Å"you spit that out on the floor. Gump spit his in the sink. We’re losin control of the experiment.† â€Å"Yeah, well, all right,† Alfred says, an he got down on the floor an wiped up the Coke with his handkerchief. â€Å"But that don’t seem too important to me, where he spit it. Main thing is, Gump, we gotta get back to work.† So that’s what we did. All that day an most of the night. I got so confused at one point I accidentally poured half a saltcellar in the CokeCola instead of garlic powder, which I thought might take some of the edge off the turpentine taste. When I drank it down, it made me half crazy for a while, like they say happens to people in lifeboats that drink seawater. Finally Alfred says, â€Å"Okay, I guess that’s enough for today. But we gotta get back at this bright an early tomorrow mornin. Right, Gump?† â€Å"I reckon so,† I says, but I am figgerin we might be up against a hopeless cause. All that next day an the next weeks an the next months that gone by, I done tried to fix the CokeCola. Didn’t work. I put in cayenne pepper an Spanish saffron an vanilla extract. I used cumin an food colorin an allspice an even MSG. The fellers follerin me aroun had gone through about five hundrit notebooks by now, an everbody was gettin on everbody else’s nerves. Meantime, at night I would go back to the big ole hotel suite where we was all stayin, an sure enough, there would be Mrs. Hopewell, loungin aroun in next to nothin. Couple of times she ast for a back rub an I give it to her, but when she ast for a front rub, that’s where I drawed the line. I am beginnin to believe this whole thing is a bunch of crap. They feed me an give me a place to stay, but I ain’t seen no money yet, an that’s why I am here, on account of I gotta take care of little Forrest. One night lyin in bed, I am wonderin what I’m gonna do, an start thinkin about Jenny an some of the good ole times, an all of a sudden, I see her face in front of me, just like I did at the cemetery that day. â€Å"Well, you big bozo,† she says. â€Å"Can’t you figger this one out for yourself?† â€Å"What you mean?† I ast. â€Å"You ain’t never gonna be able to make that stuff taste right. Whatever you did the first time was just a fluke or something.† â€Å"Well, what I’m gonna do, then?† I says. â€Å"Quit! Leave! Go find yourself a real job, before you spend the rest of your life trying to do what’s impossible!† â€Å"Well, how?† I ast. â€Å"I mean, these people are countin on me. They says I am their only hope to save the CokeCola Company from rack an ruin.† â€Å"Screw em, Forrest. They don’t care anything about you. They’re just trying to save their jobs, and using you as a fool.† â€Å"Yeah, well, thanks,† I says. â€Å"I guess you’re right. You usually were.† An then she is gone, an I am alone again. Next mornin I am up at the crack of dawn when Alfred come an got me. When we got in to the experiment kitchen, I gone through the motions of makin the CokeCola good again. Bout halfway through the day, I done mixed up a batch of some shit, but this time, when I drunk it down, instead of sayin â€Å"Uggh!† an spittin it out, I done grinned an says â€Å"Ahhhh!† an drunk down some more. â€Å"What’s that?† one of the fellers shouts. â€Å"He likes it?† â€Å"I reckon I got it,† I says. â€Å"Praise the Lord!† hollers Alfred, an slaps himself in the forehead. â€Å"Gimme that,† says one of the other fellers. He takes a sip an sort of rolls it around in his mouth. â€Å"Say, that ain’t half bad!† he says. â€Å"Let me taste it,† Alfred says. He takes a swallow an gets a really funny look on his face, like he is goin through an unusual experience. â€Å"Ahhhh!† Alfred says. â€Å"It is wonderful!† â€Å"Let me have some, too,† another feller asts. â€Å"No, no, damnit!† Alfred says. â€Å"We gotta save this shit for chemical analysis. What’s in this glass is worth billions! Do you hear me, billions!† He rushes out an calls in two armed guards an says for them to take the CokeCola glass to the vault an to guard it with their lives. â€Å"Gump, you have done it!† Alfred shouts, an begun poundin hissef on the knee with his fist an get so red in the face he looks like a beet. Them other fellers is holdin hands an jumpin up an down, an hollerin, too. Pretty soon the door to the experimental kitchen bust open, an there is a tall, gray-haired man standin there, lookin very distinguished in a dark blue suit. â€Å"What is all this?† he ast. â€Å"Sir, we have performed a miracle!† Alfred cries. â€Å"Gump, this is the chairman of the board and chief executive officer of CokeCola – go shake his hand.† â€Å"What is the miracle?† the feller ast. â€Å"Gump here has made the New Coke taste good!† says Alfred. â€Å"Yeah? How you do that?† he ast. â€Å"I dunno,† I says. â€Å"Just lucky I guess.† Anyhow, a few days later, the CokeCola Company has arranged for a big preview tastin party to be held at their headquarters at Atlanta, an have invited about five thousan people consistin of press, politicians, socialites, stockholders, an other elite folks – even includin about five hundrit grade-school kids from around the city. Outside, big spotlights crisscross in the sky, an them what wadn’t invited were standin behind ropes wavin at them what was. Most everbody wearin tuxedos an ball gowns, an they is all millin aroun an makin small talk when suddenly a curtin on the stage is pulled back, an me an Alfred an Mrs. Hopewell an the president of CokeCola are standin there. â€Å"Ladies and gentlemen,† says the president, â€Å"I have a momentous announcement to make.† Everbody get real quiet an be lookin straight at us. â€Å"The CokeCola Company is proud to announce a new product that is gonna revitalize our bidness. As you know, CokeCola has been around for more than seventy years, an we have not once changed our original formula, because we figgered everbody liked CokeCola. But that is not the way of the nineteen-eighties. Everbody got to change sometime. General Motors changes about every three or four years. So does politicians. People change clothes once or twice a year†¦Ã¢â‚¬  At this last remark, there is some low mumblin from the audience. â€Å"What I meant was,† the president goes on, â€Å"that clothes designers change their product with great regularity – and just look at the money they make!† He lets this sink in for a moment an then proceeds: â€Å"And so we here at CokeCola have decided to throw away our time-honored formula for CokeCola and try somethin different. ‘New Coke’ is what it is called, and we have to thank for this a brilliant young scientist, Forrest Gump, who has invented this amazing product! Now, right at your tables, our staff is passing out bottles and cans of New Coke for your enjoyment, but first, I think a few words from its inventor are appropriate. Ladies and gentlemen, I give you Forrest Gump!† He leads me to the speaker’s stand, an I am dumbfounded. I am so scared, what I am thinking is, I got to pee, but I ain’t gonna say it this time. Nope. So I just says, â€Å"I hope it is good,† an stepped back away from the microphone. â€Å"Wonderful,† the president shouts when the applause dies down. â€Å"And now, let the tasting begin!† All over the auditorium you can hear the sounds of cans poppin an bottles bein opened, an then you can see the people drinkin the new CokeCola. At first there is some ooohs and ahhs, an a few people be lookin at each other an noddin their heads. But then there come a cry from one of the little kids they has invited, says, â€Å"Ugggh! This shit is awful!† an spits it out. Then the other kids start doin the same thing, an in no time, seemed like everbody be spittin the New Coke on the floor an gaggin an cussin. Some people even spit it on other people, an this began to cause a disturbance out in the audience, an all of a sudden seems like a fight or somethin break out. Pretty soon, the people be thowin the cans an bottles of New Coke at us an at each other, too, an you can see all sorts of fists flyin an kickin an gougin, an tables turned over an all. Some of the ladies’ dresses be ripped off, an they gone screamin out into the night. Cameras be flashin an the TV people is tryin to capture it all on film. Me an the president an Alfred an Mrs. Hopewell are just standin on the stage, dodgin the bottles an cans, an we are sort of dumbstruck. Somebody shouts, â€Å"Call the police!† But I am lookin out at the crowd, an the police seem to be in the middle of everthin themselfs. After a little bit, the whole thing spills out onto the street, an we hear a lot of sirens an so on. The president an me an Alfred an Mrs. Hopewell try to make our way out, but we get caught up in the thing, too, an it ain’t long fore Mrs. Hopewell’s dress is ripped off. We is covered with Coke an shit, an also with stuff from cupcakes an Moon Pies, which the CokeCola Company has thoughtfully handed out with the New Coke. Somebody shouts that the mayor of Atlanta has declared â€Å"a state of emergency,† on account of there is a riot, an afore it is all over, they has busted out all the winders on Peachtree Street an looted most of the stores, an a few people is now settin fire to the buildins. We is all standin under the awnin outside the CokeCola headquarters when somebody recognize me, shouts, â€Å"There he is!† an before I know it, about a thousan people commenced chasin me, includin the president of CokeCola an Alfred an even Mrs. Hopewell, who is only wearin her underpants! This ain’t somethin I got to think about long! I start runnin fast as I can, across the Interstate an up hills an side roads, rocks an bottles landin all around me. Shit, seems like I been here before. Anyhow, I outrunned the mob, cause that is my specialty, but let me say this: It was scary! Pretty soon, I found mysef on a ole two-lane highway leadin I knew not where, but along come a pair of headlights an I stuck out my thumb. The headlights stopped, an lo an behole, it was a pickup truck. I ast the driver where he was headed, an he say, â€Å"North, to West Virginia,† but that if I want a ride, I gotta ride in the back, account of he’s got a passenger in the front. I look over at the passenger, an damn if it weren’t a great big ole sow pig, must of weighed four hundrit pounds, settin there gruntin an pantin. â€Å"This is a registered Poland China swine,† the feller say. â€Å"Name’s Gurtrude. Gonna make me rich one day, so she gotta ride in the cab. But you can bunk out in the back, there. Them other hogs is just common swine. Might root you around a little, but they don’t mean no harm.† Anyhow, I got on the truck an away we went. They was about a dozen of them pigs in there with me, oinkin an squeelin an gruntin an all, but after a while they settled down an give me some livin space. Pretty soon it begun to rain. What I am thinkin is, I have had my ups an downs. About sunup that next mornin the pickup done pull up at a truck stop, an the driver gets out an comes around to the back. â€Å"Say,† he says, â€Å"you sleep okay?† â€Å"Pretty good,† I answer. At this point I am lyin under a hog that is twice as big as me, but at least it kept me warm. â€Å"Let’s go in an get a cup of coffee an somethin to eat,† he says. â€Å"By the way, my name’s McGivver.† Outside the restaurant is a newspaper box with a copy of The Atlanta Constitution, headline says: Moron Would-Be Inventor Causes Riot in City The story reads somethin like this: A sometime Alabama encyclopedia salesman who professed knowledge of a new formula for the CokeCola Company caused one of the most violent riots in Atlanta’s history yesterday when his scam was uncovered before several thousand of this city’s most prominent citizens. The incident broke out at about 7 P.M. when Forrest Gump, an itinerant tinkerer and peddler of phony reference books, was introduced by the president of the CokeCola Company as having conceived a new brand of the nation’s favorite soft drink. Witnesses said that when the new concoction was served to the audience for the first time, it induced a violent reaction in all present, which included the mayor and his wife, as well as various council members and their spouses and corporate chairpeople of all descriptions. Police called to the scene described the melee as â€Å"uncontrollable† and told of horrible depredations inflicted on Atlanta’s most fashionable citizens, including the ripping off of women’s gowns and dresses and fighting and throwing objects of all descriptions. At some point, the affair spilled out into the streets and turned into a riot, causing extensive damage in the chic downtown area. One source prominent in Atlanta’s high society who wished to be unnamed said: â€Å"It was the wust thing I ever seen since Lester Maddox begun handin out them axe handles at his restaurant back in sixty-four.† Little is known of the perpetrator, Mr. Gump, who witnesses said fled the scene shortly after the brouhaha started. Sources said that Gump, thought to be in his early forties, was once a football player at the University of Alabama. An assistant football coach at Georgia Tech who wished to remain anonymous recalled that â€Å"Yeah, I remember that Gump feller. Wadn’t too smart, but the sombitch sure could run.† Police have put out an all-points bulletin for Gump, and the CokeCola Company, headquartered here, has offered a $1 million reward for his capture, dead or alive†¦ Anyhow, I kind of hid the newspaper an we went on into the restaurant an set down, an Mister McGivver begun tellin me about his farmin operation in West Virginia. â€Å"It ain’t too big right now,† he says, â€Å"but someday, I’m gonna be the greatest hog raiser in the world.† â€Å"Yeah?† I says. â€Å"That’s nice.† â€Å"Nice – shit on nice, Gump. It’s a dirty, low-down, smelly business, but there’s money in it. ‘Bring home the bacon’ and all that crap. You just gotta be flexible. The hogs don’t take a whole lot of work, but there are other problems to contend with.† â€Å"Such as what?† I ast. â€Å"Well, for one thing, the people in Coalville, the little town where my farm is, they all the time complainin about the smell. Now, I admit that hogs smell, but the hell with that, Gump. Business is business. I got a thousand hogs and all they do is eat and shit all day. Of course it’s gonna smell. I got used to it, why can’t they?† Anyhow, he goes on for a while about the hog bidness, an then he ast me about mysef. â€Å"Say,† he says, â€Å"was you involved in that disturbance in Atlanta last night? It looked like some kind of riot was goin on.† â€Å"Well, not exactly,† I says, which I guess was sort of a lie, but I just didn’t want to get into all that right now. â€Å"Where you headed?† Mister McGivver ast. â€Å"I dunno,† I said. â€Å"I gotta go someplace an get me a job.† â€Å"What line of work are you in, Gump?† he says. â€Å"Oh,† I says, â€Å"I guess you could say I done a lot of things. Right now I just gotta get back on my feet.† â€Å"Well, why don’t you come work for me awhile? There’s a lot to do around the farm.† So that’s what I did. How to cite Gump and Co. Chapter 3, Essay examples

Marketing Consumer Behavior Prominent Challenge

Question: Discuss about theMarketing Consumer Behavior for Prominent Challenge. Answer: Introduction Social Marketing issues have become a prominent challenge in case of the successful business practice in the global aspect. Focusing on the market of New Zealand it has been found that the Harvey Norman Wairau Park electronic store is associated with the highlighting the product iPhone 7 of Apple brand in the market. In this article, the major aim is associated with the identification of the social marketing issues that mainly associated with highlighting the market versus the consumer behavior issues. On significant part of it is associated with the service towards the consumers and the channel issues that control the consumer involvement. In this case, the observational study has been found to represent the involvement of the particular market segment with the product. Depending on that consumer behavioral perspective have been addressed by the managers to improve the consumers and brand social interaction. The article has also suggested some recommendations for the improvement. Discussion Observational Study The observation has been conducted in the area of the Wairau Valley, Auckland in the Cortfield Lane to develop the consumer behavioral perspective to generate the behavioral aspects of the consumers towards the Smartphone consumption regarding the iphone7 highlighting the electronic store of Harvey Norman Wairau Park. The aim of the study is associated with the identification of management of electronic store as well as the brand in the context of New Zealand. The observation took place for around 30 minutes in 4 stores of the Harvey Norman Wairau Park during the hours 11am-1pm. The observed data has been placed below- Cornfield Road 72 Highfield Street 58 Wyndham Street 62 Queen Street 70 The consumers are observed with the visual appearance and the interaction with the brand and the product in the electronic store. It has been found that about 28% of the consumers did not pay attention towards the brand. About 52% of the respondents get involved with the product and showed interest with towards the brand and electronic store for that purpose. Among that 52% only 34% of the consumers get fully involved and purchase the product. 205 of the consumers showed their interested towards the electronic store for the purpose of the iPhone7. In this regard it has been found that the major age group that showed interest towards the brand is between the age group of 18-30 years of age. The age above 45 did not provide much attention towards it. Rest of the consumers from the age group between 35-45 years of age showed some interest towards the product. One significant thing that has been observed during the observation period is that the consumer service is very poor. It has been observed in case of two stores out of four. Miscomprehension has been found towards the consumers regarding engage with the electronic store and the new Apple brand product. Another important extent of the consumer behavior that associated with it is the psychological core that guide the consumers towards the engagement with the brand is associated with the learning through the involvement and perceived value towards the brand. The perception is associated with the intensity, contrast, movement, surprise, size and involvement. Consumer Behavior Concept with the Managerial Behavioral Criteria It is the duty of the manager to maintain the proper communication with the consumers depending on the consumer behavior concept that associated with the psychological factors, personal factors, and social factors. It is associated with the determination of the segment that need the proper attention by the managers and the business organizations to draw the attention of the consumers. In this regard it is essential to consider the black-box model and personal-variable model. In case of the electronic shop it is necessary to focus on the internal factors regarding the personal opinions, belief system, traditions and motivators to guide the consumers towards the brand the store is showing, Marketing messages and the availability of the product attracts the consumers more. Considering the buying process the managers are required to recognize the pattern of the buying behavior that includes problem recognition, searching the information, evaluation of the alternatives and the post-purcha se behavior of the consumers. The managers of the brand and the store manager who are interacting with the consumers of the brand are associated with the safety needs and esteem needs highlighting the consequences of Maslows Hierarchy Needs. In case of the electronic store it is essential for the managers to consider the PESTLE analysis of the existing business operation market. It highlights the effect of the political, economical, social and technological impact on the consumers of the New Zealand. In this regard it has been found that the impact of this parameters are very much prominent among the consumers and depending on that the segments of the consumers that are associated with consideration of the common needs, interest and priorities. Depending on that new market session it is associated with the managerial view to design and implementation of the strategies to attract the market segments that are mainly associated with the age group priority that mainly concerned towards the technological gadgets and the segment mainly range between the age 18-30 years. The next concern among the managers of the stores and the brand is associated with proper placing of the product towards the target market segment. It is assoc iated with the advertisement process to occupies the mind of the target market segment. In this case it is also associated with the business operational objectives that provide the edge over the other brands. It is necessary to consider the extent of the marketing mix application in the business policies in case of brand and the store that are associated with the selling of the brand products. The manager need to understand the mind of the consumers and the needs that continually associated with changing over time for the development of the proper market image. In this regard the most essential part is associated with the 4P of marketing. Price is associated with quality of the product. Considering the case of iPhnone 7 in this regard it has been found that the consumers are concerned about the high price of the product thus only a particular segment of the market that can afford the price are associated with the product and visit the store. Focusing on the product it has been found that the quality of the product is associated with the creation of the brand image among the consumers. In this regard it has become important that the consumer segment that are concerned about the quality of the product will attract towards the store to buy the product of the brand. The managers need to maintain good relationship with the consumer base. On the other hand, the major selling activity is associated with the promotion of the product in front of the target market. The application of digital marketing has enabled the brand and the store to attract the large portion of the consumers over the social media to get visit in the store to interact with the brand and purchase it. Place is an also important factor in this case, it is required to place the product towards the market segment that are concerned about the product. Moreover, it has been found that the perception, attitude, personality and social influence contributes towards the decision making of the consumers to control the extent of the purchase decision in the target market. Thus, in case of Smartphone consumption the behavioral changes with age of the target market. Recommendation as per the Research Findings Development of Brand Image Brand image is highly effective factor that influence to develop buying behaviour in the customers. Good image should be maintained by the authority of Apple to exhibit their goodness in front of the customers to achieve their faith towards the brand. The Reputation of a brand grows by their customer satisfaction level in which the customers convey the effectiveness and usefulness of the previous products of the brand that they have used earlier. It is beneficial for the organisation to retain as well as develop buying behaviour of a customer. Due to lack of satisfaction customer shifts their brand to obtain satisfaction as per their expectation. Therefore, Apple needs to accomplish a proper, honest deal with the customers that can make them loyal towards the brand and provide the brand a sustainable business to maintain the position in the competitive market of the global as well as domestic field. Moreover, the traditional brand image has a great marketing value that should be carr ied by Apple to attract those buyers who believe in the traditional name of brand for the business of new launched product iPhone 7. Serve the Customers as per their Expectation Identification of the customers need is a very important factor for a profitable organisation to serve them to earn huge profit. In the competitive market, there are similar kind of products and services offered by different brands. However, iPhone 7 by Apple differs from their characteristics and facilities that are manufactured by the understanding of the requirement of the customers. These kinds of products are consumed in a huge amount because of its facilities and effectiveness that are perceived by the customers during their purchasing period. Comparison among the existing service or the product should be done by an organisation to recognise the actual need of the customer that are lacking in the service or the product of the particular organisation. Provision of such facilities in the Apple iPhone 7 enhance the customer to shift their buying behaviour from one brand to other that can give them an advantage of the organisation to get the customers by modifying their own standar d and style of business. Updated Promotion Strategy Promotion of a product or service has a huge impact in the market that influence the customers through audio or visual or both ways to develop their buying behaviour. Depending on the target market the organisation should develop promotional strategies to attract the specific mass of customers to buy their products or services. In case of teenagers the organisation can promote their products or service through sports channels or provide it on hoarding beside some college or school showing the facilities. Moreover, they can arrange an event for the teenagers to exhibit them the facilities of iPhone 7. In case of middle aged and working people social media, television and hoarding are the best option for promotion. Moreover, the theme of promotion needs to be very much contemporary that can generate attraction to shift towards the new brand from their regular one. Finally the traditional exhibition of the product or service can be done for the aged customer group because they like to c arry their generation all the time. Hence, promotional strategy should be performed by Apple in a very effective way to develop the buying behaviour of the customers for their ultimate profit. CSR Activity Corporate Social Responsibility is an innovative strategy by which Apple can attract a mass of customers towards them from some other brand. Welfare activities are always appreciated by all the customers, therefore if an organisation performs some social welfare the customers naturally attracted by the performance of the organisation and want to be a part of it. Shift of buying behaviour comes with such CSR activity that should be done by the organisation along with their business such as provision of scholarship to the children belongs from below poverty level, plantation to make environment pollution free and quit tobacco campaign to serve for mankind. Such kind of activities will influence customer to buy the product of the brand for their encouragement which is beneficial for the organisation to obtain customer loyalty that develops their buying behaviour. Increasing Consciousness Regarding the Price and Quality Quality and price of a product is very important for customers buying behaviour development. The organisation should understand the socioeconomic condition of a place where they are supposed to perform their business activity to earn profit. This identification helps to understand the affordability of the customers and their requirement of service or product. Moreover, customers have a tendency to buy a product or service after comparison of the price and quality of the merchandise or the service with the existing one in the market. In case of apple i phone 7 the attentiveness of the organisation towards their product or service price and quality help to achieve benefits in the market. Therefore, strategy of price fixation of Apple iPhone 7 should be very much tricky to provide the customer quality at a reasonable price with the comparison of other brand. Deal with Customers by Adopting their Culture Culture plays an important role to develop buying behaviour of the customers. The consumer of apple i phone 7 would like to enjoy the facilities of the technology of a foreign company however they would be comfortable to get the service as per their domestic culture. Hence dealing practice of the product and service of Apple should modify as per the culture of the customer to attract them to buy the phone apart from any other brand that are competing in the global market. Moreover, the sellers need to provide comfort to the customers during the transaction period to make them familiar with such brand brought to them from a completely different culture. In case of domestic customer the organisation needs to exhibit the product as per their requirement relating with the cultural dimension of their own that can make the customer attracted to maintain loyalty and shift their choice to the other brand to Apple. Conclusion Thus, it can be concluded from the above discussion it has been found that the observational study arrangement is important to understand the consumer perception and the attitude towards the market and the particular product. In this case, it has been found that frustration and insufficient consumer motivation is associated with lack in the consumer service and the communication channel issues. The perception of the consumers towards the image of the brand is associated with the attitude issues that comprises of the pricing and brand image. Thus, it has been found that the managers are considering the social media interaction aspects to understand the impact of the need of motivational force on the learning and the perception of the consumers that provide the necessary guidance to the managers of the store and brand to focus on the segmentation and positioning the marketing mix. It helps in maintaining the quality and price of the product and proper promotional guidance in the target market. Apart from that it has also indicated in the discussion that political, social and economical parameters are contributing towards the influencing the consumers to change the preferences towards particular brand product. Suggested recommendation in the report is essential for addressing the marketing problem existing in the New Zealand considering the Smartphone consumption. The observational based study is the essential aspect that can help the managers also to develop knowledge regarding the proper business performance. References Barbopoulos, I., Johansson, L. O. (2016). A multi-dimensional approach to consumer motivation: exploring economic, hedonic, and normative consumption goals. Journal of Consumer Marketing, 33(1), 75-84. Briol, P., Rucker, D. D., Petty, R. E. (2015). 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