Theoretical Framework Chapter two introduces the theories that are relevant to the purpose of this thesis. The following theories that are presented below are: consumer preferences, target group, brand, advertisement and sponsorship. Finally, the chapter ends with the analysis model and hypothesis. 2.1 Consumer Preferences The consumer market amounts to a total of 6.3 billion people, and thus there is great demand for an enormous variety of goods and services, especially as consumers differ from one another in that of age, gender, income, education level, and tastes. Moreover, the relationships between different consumers, as well as their contact with other elements of the world surroundings, affect their choice of products, services, and …show more content…
Some of these groups have a direct influence on a person, i.e. membership groups, groups that a person can belong to (Kotler et al. 2005), and reference groups which “serve as direct (face-to-face) or indirect points of comparison or reference in forming a person’s attitudes or beliefs” (Armstrong et al. 2005, p. 148). However, groups in which they do not belong to affect some people; these reference groups include aspirational groups, groups that a person desires to belong to and a fan’s admiration for an idol, etc. (Ibid). Finally, a wife, husband or a child has strong influences on a consumer and thus the family is the most vital consumer-buying organization in …show more content…
Moreover, depending on a person’s occupation and financial situation, as well as the stage in life a person is in, his/her demands for products shift. A person’s lifestyle forms his/her world and the way he/she decides to act, thus a person’s activities, interests, and opinions constitute their lifestyle, as well as affecting the choice of products (Armstrong et al. 2005). Moreover, all people are individual; hence have a unique personality of different characteristics, which is often portrayed with traits, such as self-confidence, dominance, sociability, autonomy, defensiveness, adaptability, and aggressiveness (Blackwell et al.
Many families have different relationships and feelings towards each other. Depending on the patterns of interactions among each other, or through their roles and relationships that they have helps to form their interactions. Family experiences can be different for each member and they may have different perspectives. Family dynamics can be helpful and healthy, and also can take unhelpful and unhealthy forms.
The average American is exposed to 4,000 to 10,000 advertisements a day (Marshall). This can include emails, commercials, billboards, and many others. Advertising is a means of informing choice to its viewers, and it is vital to the success of any business. Although advertising is necessary, over the past fifteen years, advertising has had a negative effect on culture by encouraging conformity and having harmful effects on self-esteem as well as financial status.
Consumer Culture Theory is a theoretical approach which emerged in the 1980s, however, it was Arnould and Thomson (2005) who published a journal article summarising the past 20 years of consumer research. Consumer culture theory addresses the “complex relationships between consumer actions, the marketplace and cultural meaning” (Wang, 2014, p.252). In other words, consumer cultural theorists are interested in consumption patterns, the reasons behind consumer actions and why everyday values/beliefs can be linked to consumption (Askegaard, 2015). Aspects of this theory are shown in Hamilton 's article, as people will try different coping strategies like consumption to make themselves look better and to move away from any negative stereotypes. This leads on to labelling theory because single mothers are often labelled as ‘chavs’ according to Hamilton, therefore, they can be more likely to live up to this label, which makes it harder for them to continue the normal routines of everyday life which can lead to abnormal actions (Becker, 2008).
These problems have negative effects because they create conflict and stress from scarcity, yet are also positive because it allows the family to learn to be closer, suggesting adversity can happen anytime and is a powerful factor in a family’s life.
These three essential functions are argued for their importance by nonfiction author Elizabeth Stone in her book How Our Family Stories Shape Us, and both authors argue for how legacies affect the decisions of the person, significant or not and the how these legacies remain despite the long family history. Gladwell emphasizes what people’s family can do regarding how successful they will be, while Stone emphasizes the decisions made throughout one’s life, without focusing on the result. Both authors highlight how people do not attribute the personalities people possess to their family, but to their individualism, when then cause is from the opposite. Stone’s argument is about how each family’s life experiences told in stories that are passed down from each generation are significant in the family’s norms and mores, characteristic traits, and coping strategies. These functions lead to the core of the person, the first of the three functions is the standards of the family, their norms and morals since our family act as our first culture, teaching people what their family values and their opinions on certain situations like marriage and illness, mental or physical (384).
I believe that certain family member’s actions are not representations of us because that type of thinking is toxic mentally and can cause isolation. Too often in today’s society, we are warned not to be friends with someone if their families are bad influences. We make assumptions about people’s personalities based on something they cannot control. Furthermore
A difference in self-identity often causes conflict between individuals. Head cook at weddings and Funerals by Vi Plotnikoff demonstrates how differences in beliefs, values, future plans and different opinions can cause conflict between a family, community or individuals. Beliefs and values often differ between people, just as Marusa and Aunt Florence. Murusa is considered a perfect girl, she came from a profoundly traditional Doukhobor family. Marisa 's mother, Aunt Florence was a fairly traditional as well as having strong ties to the Doukhobor community.
How the needs and wants of targeted group are reflected in the marketing mix: The marketing mix reflects the demographic group through the product’s discounted price, the product has a mix of unique features, promoted as a gift for young adults, distributed by delivery and by personal means and by the products unique features that are wanted and needed by the targeted group. Findings 1. Harvey Normans identified marketing mix Product Samsung Galaxy tablet S ‘10.5’ 16GB Price
Families can be regarded as the foundation of society. For Fleetwood (2012: 1), the importance of families is highlighted by the fact that it would be difficult to comprehend a society that could function without them. In addition, even though families and their compositions vary across societies and cultures, the family can be viewed as a universal social institution (Macionis & Plummer, 2012: 625. Specifically, according to Macionis and Plummer (2012: 625) and Neale (2000:1), it has the ability to unite individuals into cooperative groups via social bonds (kinship) and is ultimately experienced differently from individual to individual. However, the family can be a source of conflict, tension and inequality, which is why one of the key practices
Families are said to constitute realities in which most of one’s attributes are constructed, based on the family interactions, beliefs, values as well as the behaviours that are seen in the specific families one is brought up into (Archer & McCarthy, 2007). However, even though most of one’s personal characteristics may be heavily influenced by their families; people do have a sense of individuality that makes them unique from any other person in the family (Becvar & Becvar, 2013). Therefore, one may argue that it is these differences that may cause misunderstandings in families.
This report will be based on targeting customers groups and marketing mix based on Apple. I will explain in what way and why groups of customers are targeted for selected products in Apple. I will explain the particular group of consumers which Apple would be targeting their products at. Apple is an American world-wide technology corporation that sell up-to-date technology to its customers.
Consumer is one who consumes the goods & services product. The aim of marketing is to meet and satisfy the Consumer needs and wants. The modern marketing concept makes customers the centre stage of organisation efforts. The focus, within the marketing concepts is to reach target and largest customer’s sets ball rolling for analysing each of the conditions of the target market1. Consumer behaviour can be defined as “the decision making process and physical activity involved in acquiring, evaluating, using and disposing of goods and services”.
(David and Geoff, 2000) Consumer buying behaviour is affected by three main factors which are buying situation, personal influences and social influence level. (Weilbacher et al 2003) Advertisements do not affect the whole; but only what consumers have learnt and perceived about the product. Advertisements main task is to explain the complete idea in different way so products have a livelong impact on consumer mind. To analyze customer behavior more aggressively, firms need to understand some important aspects of consumer behavior that are associated with product so consumer buying behavior can be understood.
Literature review Advertising has become a form of communication and a great source for promoting services and products for any business in the whole market because of its broader impact. The main idea of an advertisement is to get the attention of the consumers, build up the product’s strong image in their mind and provide information to help the consumer to make a purchase decision. So, the central focus in today’s diverse global marketplace is the consumer. Companies exert a lot of effort to find out the best ingredients that should be in an effective advertising and identifying its influence on the consumer’s mind, so effective advertising should be considered as one of the most important tools that strongly affect and can change the consumer’s buying behavior. The research attempts to investigate the impact of effective advertising on the consumer’s buying behavior.
Consumers make purchase decisions when buying small items (such as a cup of coffee) and buying larger items such as houses. Consumers begin to search for products or services that meet their needs after recognizing their needs or needs. They evaluate their choice and pay attention to everything from pricing to brand reputation before the mark is purchased. Four consumer buying behaviour overview product purchase