Essay Topics and Ideas Thinking critically about consumer behavior and producing a strong essay on the subject is a tough challenge.
Implicit in multi-generational shifts occurring in markets is the rapidly changing series of customer expectations, demands for more unique and differentiated customer experiences, and the need on the part of marketers to seek out differentiation in every aspect of their business models.
The intent of this analysis is to evaluate four scholarly articles and their contributions to the field of Consumer Behavior. Study methodologies, data collection instruments used, organizational and individual demographics, and study limitations are all discussed.
This analysis concludes with discussion and recommendations for how to gain greater insights and performance from marketing and sales strategies using consumer behavior as their foundation.
Analysis of Multi-Generational Marketing: Descriptions, Characteristics, Lifestyles, and Attitudes the authors have completed a longitudinal study of previously published studies illustrating the value of using multi-generational marketing strategies that align to a given product lifecycle over time Williams, Page, Petrosky, Hernandez, The premise of this analysis is that the unique needs of consumers will vary by the stage of the consumer lifecycle there are in.
The study successfully shows how over a dozen longitudinal studies support their premise of consumers often being members of several generational groups at the same time Williams, Page, Petrosky, Hernandez, The data collection instrument is secondary research of previously published studies and the individual demographics of respondents are age, gender, profession, income and psychographics including their perceptions of threats, risks, opportunities and potential for personal growth.
The authors have successfully shown how the six American generations included in the study including Pre-Depression, Depression, Baby Boom, Generation X, Generation Y and Generation Z all have highly unique psychographic attributes that can be correlated back ot their position in the overall consumer lifecycle Williams, Page, Petrosky, Hernandez, The authors rely on the U.
Population Clock and extensive use of the data sets from the Census to further underscore their hypotheses and key findings underscoring the need for multigenerational marketing and the development of a more lifecycle-based approach to managing products from the customer's perspective Williams, Page, Petrosky, Hernandez, Despite these strengths, the study does not take the analysis a step further and create a framework for further analysis of psychographic factors or variables that can be correlated back to the six American generations included in the analysis.
There could have been more focus on clarifying the shared multigenerational attributes across shared generations, providing further validation of the hypothesis. This did not occur however and the study, while thorough, lacks this depth of findings for specific psychographic factors that unify adjacent generations from a marketing, promotion and sales standpoint.
This is a significant shortcoming of the overall study. Analysis of Perceptions of Status Consumption and the Economy In the article Perceptions of Status Consumption and the Economy Eastman, Eastman, the researchers have defined a series of study objectives and methodology that seeks to refute that consumers are primarily driven by the aspirational value of premium brands.
Their study centers on the premise of the democratization of luxury and the egalitarian nature of downward price pressure on brands is having a positive effect on overall luxury brand growth Eastman, Eastman, What in fact the authors find is the exact opposite; there is no significant uplift for aspirational brands in the respondent sample they survey.
The respondents are more interested in earning status with their peers by shopping and getting exceptional value over an aspirational brand Eastman, Eastman, These results are highly dependent on the approach the researchers used for defining their methodology, sampling frame, research instrument and demographics.
The researchers relied on a nonprobability sampling technique of adults residing in the Southeastern United States, using an e-mail address list as the primary means to contact them Eastman, Eastman, Using a multi-phased approach, the researchers first contacted respondents in May, and again in June, with an e-mail that had a link to a Web-based survey.
The demographics were skewed toward females The dominant race was Caucasian research method was used to survey customers and data defined as "consumer buying behavior" which is consumed in order to meet the needs of consumers" .
Engel (et al., ) declared that consumer buying. The Study of Consumers' Buying Behavior and Consumer Satisfaction in Beverages Industry in Tainan, Taiwan. Consumer Behavior This Research Paper Consumer Behavior and other 64,+ term papers, college essay examples and free essays are available now on lausannecongress2018.com Autor: review • May 10, • Research Paper • 1, Words (8 Pages) • 1, Views4/4(1).
Future studies of the consumer behavior research literature can also investigate authorship of the articles, including which authors have had what impact on the discipline and which scholars from which institutions have been productive in terms of consumer behavior publications.
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