Essays on consumer behaviour

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Essays on consumer behaviour

There are many works available which have been done to analyze the behavior of consumers towards a particular brand or product. Many models have been given to analyze the purchasing decision of consumers which mainly include Hierarchy of effect model, consumer information processing model etc.

Based on these factors segmentation of the consumers is also done. We would be using these models to analyze the decision making process of consumers of Hershey Chocolate. But first we need to understand the product and business of the company which is described below.

Hershey was found by Milton S. Hershey who was born in Pennsylvania. In Hershey started manufacturing chocolate and named his company as Hershey Chocolate Company. With the help of hard — working people and milk available from the dairy, Hershey started its own factory in and produced delicious chocolates.

Not only in chocolate manufacturing but also Hershey was involved in social works as it opened a school for orphan boys which is known as Milton Hershey School today.

Also in Milton Hershey donated the wealth and ownership of the company to the school. It also produced ration bars for the troops who were involved in the World War II. Hershey is still manufacturing delicious chocolates in approximately 90 countries Hershey, n.

Geographically Hershey wants to be present everywhere in the world. If we take demographic factors for deciding the target market of Hershey we find that the target audiences of the company are boys and girls of age between 18 and Since Hershey produces chocolates obviously it will be consumed by the children as well and sometimes older age people too.

But the main target consumer of the company is female of age between 18 and Also mothers play a vital role in families to decide the sweet for children and that is why we can see mothers in the commercials of the company.

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The adult target consumers bring most of the business for Hershey Phipps, C, For describing the target market decision making process of the company we need to take a particular country. Let us take UAE for example.

So, demographically in UAE the target consumer of Hershey would be the female of age between 18 and All the ethnicities are covered as chocolates can be consumed by a female from any ethnic background.

Hershey targets those individuals whose monthly household income is less than or equal to AED While taking the psychographic factors we find that youth which is living an upscale lifestyle are the main consumers of Hershey.

These people do not purchase anything without thinking; they first choose the best one and then buy it. Obviously the company needs to maintain the quality of its products to keep its consumers associated with it Phipps, C, Like other products purchase of chocolate also depends on many factors.

These factors influence the purchasing decision of the chocolate consumers. Chocolate is a product which is consumed by mass and is easily available to everyone. The key point is that in chocolate market consumers look for a variety of products and they demand it according to their own taste.

Generally chocolates are offered when there is an occasion like Christmas and hence a society where occasions are important becomes the main focus of chocolate manufacturers. Occasions forces the consumers to purchase the chocolates.Essays of Consumer Behaviour: the best documents available only on Docsity.

View and download it now! The term consumer behaviour is defined as the behaviour that consumer display in searching for, purchasing, using, evaluation and disposing of products and services that they expect will satisfy their need. (“Qantas Consumer Behaviour Theory Case Study Example | Topics and Well Written Essays - words”, n.d.) Even though "Qantas Consumer Behaviour Theory" is far from my interests, the structure is so great that I use it all the time as an example for my own works.

CHECK THESE SAMPLES - THEY ALSO FIT YOUR TOPIC. Abstract. My doctoral dissertation consists of three essays on consumer behavior. The first chapter studies demand for experience goods.

Essays on consumer behaviour

- Structural models of consumer attitudes In order to understand the relationship between a consumer’s attitude and their behaviour, psychologist constructed a few attitude models to help marketers to understand the consumer’s attitude and behaviour (Shiffman & Kanuk, ).

Nov 28,  · Research papers on online consumer behaviour.

Consumer behaviour is a term that refers to a) Organizational and institutional buying behaviour b) Organizational and consumer buying behaviour c) Commercial and government buying behaviour d) Individual and/or household buying behaviour 2. Culture Difference in Consumer Behaviour This Essay Culture Difference in Consumer Behaviour and other 64,+ term papers, college essay examples and free essays are available now on Autor: oxfox • October 14, • Essay • 1, Words (5 Pages) • Views. To determine consumer behavior, marketers use numerous consumer behavior models. Theory of Reasoned Action Created by Martin Fishbein and Icek Ajzen in the late s, the Theory of Reasoned Action centers its analysis on the importance of pre-existing attitudes in the decision-making process.

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Consumer Behaviour Essay