Summary to essay on topic "THE BEHAVIOUR OF YOUNGSTERS TOWARDS LUXURY PRODUCTS"
Though there are some fundamental theories behind the purchasing behavior of any consumer, the advancement in technology and the diversity in products range and brand images have transformed the way consumers behave and take purchase decision. This is more seen among teenagers and adolescent groups…
Download file "THE BEHAVIOUR OF YOUNGSTERS TOWARDS LUXURY PRODUCTS" to see previous pages...
Increasing disposable income, information explosion and changing lifestyles have put personal grooming high on the priority list for youngsters worldwide. The present paper discusses what motivates youngsters to purchase luxurious products. The paper takes a literature review approach where the major theories of buyer behavior are discussed in the context of youngsters buying decisions. Let us write or edit the essay on your topic "THE BEHAVIOUR OF YOUNGSTERS TOWARDS LUXURY PRODUCTS" with a personal 20% discount.. Try it now
Consumer buying behavior refers to the buying behavior of the ultimate consumer. A firm needs to study the consumer buying behavior because the buyer's reactions to a firm's marketing strategy have a great impact on the firm's success. Consumer behavior is interdisciplinary in nature, since it is based on the concepts and theories about people that have been developed by scientists in such diverse disciplines as psychology, sociology, social psychology, cultural anthropology, and economics. According to Schiffman and Kanuk (2003), "the process of consumer decision-making can be viewed as three distinct but interlocking stages: the input stage, the process stage, and the output stage".
Brands are never cheap and treated as by-word of luxury for many, especially among youngsters. Many feel that brands are image creators and they enhance buyers' prestige and social status. This is one the belief that only the rich and upper-class can afford them as brands have become part of their lifestyle. The basic difference between a brand and a non-brand is a feeling of "trust" that consumers derive when they buy a product. A brand is generally a wholesome approach-it reveals the price, quality, origin, technology and so on. In a wholesome approach, consumers not only trust the brand but also associate lot of things with it like price, image, quality, origin, durability, etc.
It has been observed by researchers that the awareness of brands will also have effects on the decisions to purchase certain products within a group of youngsters (Keller, 1993; Hoyer and Brown, 1990). However, well-established brands are purchased using heuristic principle (decision rule) as remarked by Roselius (1971) and Jacoby et al (1977). It is not necessary always that customer spends a lot of time for purchasing in their day-to-day busy schedule. This has been proved in a research by Hoyer (1984). He observed that the average number of item examination (search) is made in a store was only 1.2 before the final decision is made, a study on pre-purchase of laundry powder. But, for items such as toothpastes, coffee etc, consumers take only 12 seconds on an average to take a decision after they have been searched for in the shelf Dickson and Sawyer (1986). It has also been researched that consumers apply 'buy the brand I have heard of' rule of thumb to purchase certain brands to minimize their cost of purchasing such as time, effort etc. This behavior is apparent in case of brands which are very popular and that needs less efforts to purchase the items (Hoyer and Brown 1990; and Mackay, 1990).
3.0 The role of changing life styles
Consumers often choose products, services and activities over others because they are associated with a certain lifestyle. For this reason, lifestyle marketing strategies attempt to position a product by fitting it into an existing pattern of consumption. The relationship of the product used by the consumers has been extensively studied in the past. According to
...Download file "THE BEHAVIOUR OF YOUNGSTERS TOWARDS LUXURY PRODUCTS" to see next pagesRead More
Cite this document "THE BEHAVIOUR OF YOUNGSTERS TOWARDS LUXURY PRODUCTS"
(“THE BEHAVIOUR OF YOUNGSTERS TOWARDS LUXURY PRODUCTS Essay”, n.d.)
Retrieved from https://studentshare.org/miscellaneous/1506754-the-behaviour-of-youngsters-towards-luxury-products
(THE BEHAVIOUR OF YOUNGSTERS TOWARDS LUXURY PRODUCTS Essay)
“THE BEHAVIOUR OF YOUNGSTERS TOWARDS LUXURY PRODUCTS Essay”, n.d. https://studentshare.org/miscellaneous/1506754-the-behaviour-of-youngsters-towards-luxury-products.
Cited: 0 times
CHECK THESE SAMPLES - THEY ALSO FIT YOUR TOPIC "THE BEHAVIOUR OF YOUNGSTERS TOWARDS LUXURY PRODUCTS"
This paper is being carried out to determine the factors that influence customers toward online shopping websites optimized to achieve the marketer's aims and provide benefits for the retailer; to identify more of British consumers’ attitudes toward online shopping in the frame of e-marketing and how that confidence is derived; to investigate how the demographics and social issues play roles in customer trust.
Consumer buying behaviour - The 4 major types d. Characteristic of Buyer Behaviours 2. Objectives of the Study 3. Literature Review 3.1 Marketing Mix 3.2 Core Competency 3.3 Importance of Consumer behaviour to marketers 3.4 Perspectives on Consumer Behaviour 3.5 Consumer behaviour and marketing concept 3.6 Customer buying decision process 3.7 Market Aggregation and Segmentation 4.
Thus, the major component of the greenhouse gasses is CO2; its concentration has rooted the debate over global warming. The movie “An Inconvenient Truth” tells the story of increase in the CO2 component of greenhouse gasses during the current and last centuries (Dixit, 2011).
Over the past years, out of the most startling transformations in the marketing field has been the augmented exactitude with which marketers tend to recognize and attain market sections with their brand communication.
opment of technologies and the consequent advent of numerous items symbolizing luxury and status, a significant shift can be observed as in the definition of means and objectives of luxury.
The emergence of this difference can be attributed to many external as well as intrinsic
During the interview conducted there were several key findings of the nature of the business and the importance of customer relationships to Ford. According to the management, the success or failure of our business depends upon the client problem solving and maintaining sound customer relationships.
The research report begins with the general portrayal of the study considering the scope and limitation of this particular report. The literature review provides a comprehensive view of the concept of the luxury brand and the behavioural attitude of the
This research will attempt to understand and demonstrate the preference and habit of Chinese ladies towards the consumption of luxury brands and with respect to preference of Eastern and Western brands. The research objective demanded more focus on the teenagers as well as the young girls and ladies who are between the age group 18-30 years.
It is the psychology of the consumer that will define whether or not a piece is attractive, the piece defined by necessity, expectation, and emotion that will inspire the decision as to whether or not to make a purchase. As the world becomes