Yellowcab intro psychological effects
Introduction
Background of the Study
The Philippine middle class (Class C)is said to be the fifth of the country’s household population between 1993 and 1998 by a study from AC Nielsen (as cited in Virola, Addawe, & Querubin, 2007) while the market research agency Sofres estimated the middle class to be no more than 9% between 1993 and 1998. And as the economy of the Philippines is continously increasing as the population growth is a large factor, class C market segment also had increased as well. This study focuses in identfying what psychological effects class C consumers of Yellowcab have experienced in buying their pizzas.
The consumption of prestige or status products involves purchasing a higher-priced product to embellish one‘s ego (Eastman et al. 1997). In fact, consumer researchers examine consumer behaviors from five orientations that are based in several social sciences namely: anthropology, economics, history and geography, psychology, and sociology (as cited in Wiedmann, Hennigs, Siebels, 2007). Yellowcab pizza consumption is said to be one of this “buying to impress others” where the researchers aim to identify. This pizza retailer is said to be one of the prestige brand of pizza in the food industry, over the years the global brand became more popular as they started business in the Philippines.
A consumer‟s buying behavior is influenced by cultural, social, personal and psychological factors. Most of these factors are uncontrollable and beyond the hands of marketers but they have to be considered while trying to understand the complex behavior of the consumers. Consumer 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”. (Brosekhan, A., Velayutham, C. (N.D.). Consumer Buying Behaviour – A Literature Review. IOSR Journal of Business and Management)
Psychology. Perhaps the most influencial social science in marketing is
Background of the Study
The Philippine middle class (Class C)is said to be the fifth of the country’s household population between 1993 and 1998 by a study from AC Nielsen (as cited in Virola, Addawe, & Querubin, 2007) while the market research agency Sofres estimated the middle class to be no more than 9% between 1993 and 1998. And as the economy of the Philippines is continously increasing as the population growth is a large factor, class C market segment also had increased as well. This study focuses in identfying what psychological effects class C consumers of Yellowcab have experienced in buying their pizzas.
The consumption of prestige or status products involves purchasing a higher-priced product to embellish one‘s ego (Eastman et al. 1997). In fact, consumer researchers examine consumer behaviors from five orientations that are based in several social sciences namely: anthropology, economics, history and geography, psychology, and sociology (as cited in Wiedmann, Hennigs, Siebels, 2007). Yellowcab pizza consumption is said to be one of this “buying to impress others” where the researchers aim to identify. This pizza retailer is said to be one of the prestige brand of pizza in the food industry, over the years the global brand became more popular as they started business in the Philippines.
A consumer‟s buying behavior is influenced by cultural, social, personal and psychological factors. Most of these factors are uncontrollable and beyond the hands of marketers but they have to be considered while trying to understand the complex behavior of the consumers. Consumer 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”. (Brosekhan, A., Velayutham, C. (N.D.). Consumer Buying Behaviour – A Literature Review. IOSR Journal of Business and Management)
Psychology. Perhaps the most influencial social science in marketing is