Consumer Behaviour in the Consumer Electronics Market

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  • Topic: Marketing, Consumer behaviour, Brand
  • Pages : 16 (4819 words )
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  • Published : March 25, 2011
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1. Task 1 - Consumer Behaviour in the Consumer Electronics Market 1.1. Task 1a): Recommended Marketing Actions for Influencing Individual Consumer Behaviour……………………………………………………….2
1.2. Task 1b): Multimedia Strategy……………………………………….15

2. Task 2 - Individual Critical Reflection on Learning Outcomes………………16 3. Literature……………………………………………………………………...18

1. Task 1 - Consumer Behaviour in the Consumer Electronics Market 1.1. Task 1a): Recommended Marketing Actions for Influencing Individual Consumer Behaviour Consumer behavior is a relatively new scientific discipline applied, which arose at the junction of economics, management, marketing and psychology, gradually absorbed the huge number of methods, not only of these, but many other branches of knowledge. Over the last decade in the world came a large number of books devoted to this issue. Analysis of the consumer based on the concept of "7 os" and consists of studying the following elements (Endzhel, 2009): • market participants (who shop at the market?)

• goods market (which products and items are bought and sold on the market, what unmet needs exist?)

• goals set for themselves, market participants (why are they buying?)

• organizations present in the market (who interact with consumers in the market?)

• operational processes of the market (as made the purchase?)

• acquisition opportunities (when to make purchases?)

• channels (where to make purchases?) .

These issues - stress, VE Khrutsky and IV Korneev(Khrutsky VE, Korneev, IV (2009) - only serve as a basis for obtaining initial information about consumer behavior. And the answer to the key issue: what influences its final choice - requires a thorough analysis of internal motivation. Methodological bases of studying consumer behavior according to some researchers made up of general scientific, analytical and forecasting, methods and methodological approaches borrowed from different fields of knowledge. Their common characteristic is presented in the textbook "Marketing", edited by AN Romanova (Moscow, 1999). Scientific methods involve system analysis, a comprehensive approach, program-oriented planning. Analytical and predictive techniques are composed of linear programming, queuing theory, communication theory, probability theory, network planning, economic and mathematical modeling, examination of methods: economic statistics, business games and other methodological techniques borrowed from sociology, psychology, anthropology , ecology, aesthetics and design. The most applicable also in the everyday practice of marketing research are four methods of obtaining primary data: observation, experiment, focus and survey, which meticulously revealed in a well-known marketer IS Berezina "Marketing and Market Research (Moscow, 1999). The book is based DF Angel, RJ Blackwell, P.U. Miniarda "consumer behavior" has four major provisions: • consumer-owner;

• for success in business need to understand consumer motivation and behavior;

• consumer behavior is affected;

• working with the consumer, it is necessary to comply with social laws and ethical sensitivity.

They emphasize that "understanding motivations and behavior of consumers and their consideration in product development and measures for their promotion on the market is not a matter of choice but an absolute necessity for survival in a competitive environment." Moreover, "the consumer is independent in its choice, but marketing can have an impact on motivation and behavior, if the proposed product or service is designed to meet the needs and expectations of the consumer." (Volkova L. (2009).) There are different classifications of models of consumer behavior. One of them is based on consumer attitudes towards the world around them, to their personalities and the goods bought.

The consumer chooses. The most common image of the consumer. It...
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