Consumer Behaviour Essay

When the Japanese attack Pearl Harbor, the lives of the men and women in America were forever changed. After the attack, the United States got involved in World War II. Because millions of men were drafted or volunteered to help fight in the war, it left the women to take care of the home front; as they were now the main providers of their families. With the men’s vacated, employment opportunities opened up for the women left and 6.5 million women entered the workforce (145). Women who traditionally held household roles, such as mothers and wives were now sustaining the economy, by fulfilling the industrial and agricultural labor demands that the war created. In addition to becoming the main providers, women were also dealing with America’s struggling economy. Regular luxuries such as gas, food, and

Marvin Gaye, a sex music icon, was a symbol of the social and political issues during his time. Though his music he represented young culture, racial injustice, peaceful protest and his black identity. Produced with Motown Records, his album What’s Going On made it to the top ten on Rolling Stone’s “500 Greatest Albums,” (Dyson). Motown Records is known for its crossover music and artists that sang about things that would not create controversy in the political world, however their artists began to address social issues following the release of Marvin Gaye’s What’s Going On. Though Gaye’s message was not direct until the release of this album, he represented a rage against the black stereotype and political issues associated with his black identity at a much larger scale being one of Motown Record’s most successful artist.

The commercial shown in figure 1 is for a perfume called ‘the one gentleman’ which Matthew Mcconaughey a well-known actor did for Dolce & Gabbana, a trade mark for designer products. The commercial tells us that this is a body spray to use when one wants to be seen as a gentleman. In reality a gentleman is not a man who just uses this body spray, but a man is seen as a gentleman by certain attributes society sees as being acceptable. Commercials like these can really have an impact because the viewer wants to look like the person with the body spray, and themselves be perceived as a gentleman. The unspoken

The ad depicts upper class society and lifestyle shown through the cost of the product and by the presence of the horses because they are luxurious. Once again, Ralph Lauren products are seen as more expensive and upper class products by society. However, this is supported through evidence provided by the Ralph Lauren Corporation. A 3.4 fluid ounce bottle of Ralph Lauren Romance perfume is marketed at $88 online (Romance). However, some brands such as Body Fantasies Signature perfume found at Walmart costs only $5.98 for an 8 fluid ounce bottle (“Body”). This contrast supports that this product, Ralph Lauren Romance, is a fragrance that is expensive and a luxurious item. The presence of the horses also reinforces that this particular ad is expensive because horses are a luxury.

Discuss what is meant by the term “customer orientation”. Illustrate with examples how companies demonstrate their customer orientation by reference to at least two elements of the marketing mix.

As we are constantly exposed to mass media and popular culture in our modern society, the insidious nature of consumerism has allowed it to penetrate into every aspect of our lives, dictating our very beliefs, values and wants. Nearly every individual in our society subconsciously conforms to the shallow and superficial mindset that characterises our consumerist culture. This idea is highlighted by the following texts; the poem “Enter without so much as knocking” by Bruce Dawe, an extract from the sermon “The Religion of Consumerism” delivered by Peter House, the poem “Breakthrough” by Bruce Dawe, and the

An exemplary perfume advertisement is a commercial by Tommy Hilfiger featuring Gigi Hadid. Tommy Hilfiger is a fashion chain featuring designer’s classic sportswear and accessories (See Appendix D). In viewing the commercial, the first thing the audience see are three sailors looking up at American fashion model, Gigi Hadid, swinging from an anchor. Gigi is wearing a blue, frogged blazer and black boots while effortlessly flipping her hair against the wind. The sailors are mesmerized by her beauty and the music also conveys a sense of awe and mystery towards her. It quickly cuts off to a clear perfume bottle with a golden cap with the words “The Girl” printed on the bottle along with a picture of a red anchor. The audience are finally

Amongst all of these advertisements, a natural link is developed between the visual representation and the product/idea being sold. In the first ad, a masculine link of control and success was created between the picture and job, targeted for both elder men and women. For man, their natural state of superiority would increase if he took this job. For the woman, her natural lower class state would move up to that of manís. The perfume ad, on the other hand, is attracting female customers only. The feminine feelings of happiness, peace, beauty and truth are linked through objects from nature, such as the sky and clouds; and these feelings are stereotypically viewed as feminine. The third ad selling a vacation trip is directed mainly toward college students. The presentation of freedom, adventure and relaxation grab studentsí attention, especially for those who really need to get away from school stress. The ad targets all sorts of students, those ìmasculineî ones who are seeking adventure and those

The primary target market for our strategy is men between the ages 13 and up who generate a middle to high income. Any man old enough to wear cologne or who likes to smell good is a man who would benefit from our products. We are looking for a customer who values name brands, long-lasting scents, and

I moved through the process of selecting the right gym to join quite quickly as I was very motivated to get started. I took into consideration that this purchase posed physical and social problems and considered those when making my decision.

Figure 3: Lush label states "Fresh Handmade Cosmetics" and "Bring back 5 Pots and Get a Fresh Face Mask Free"

Since similar standards for beauty have been created by advertisements have been around for so long, women do not know they have been manipulated and now accept them as true. Because of this, this advertisement’s portrayal of a “beautiful” woman is an effective strategy to convince women to buy the Be Delicious perfume.

On average, a woman starts wearing perfume at the age of 12. We can identify two big age categories of women:

In India there are various resources and people are more prone to use variety of products for their consumption. The process of consumption in the post liberalized era has started dominating the consumer community particularly in the women section. There are numerous products are available in the market for the consumption and this situation has created for consumers. The multiple products with similar utility have created a competitive situation in the market. People at one side are unable to decide what to buy and on the other side they remain faithful to some products in particular. Thus, consumer behavior is one of the significant areas to be studied. The globalization and liberalization operation of businesses have given an opportunity to the customers/ consumers to select one out of various similar products available in the market. The global trend in the market have affected the consumer 's behavior to a great extent, whether it is a case of seller operating in international, regional, local level or a case of consumers involved in purchasing consumable/ industrial products. Due to globalization of business and liberalized policies of the government the auto industry has witnessed a major selling prospect. Many multinational companies have entered to fray, turning the market place into a virtual battlefield.

Whoever said money can’t buy happiness? Today, the argument can be made that happiness and consumerism are directly linked. It is fair to say that happiness is a relative term for different people. However, the obtaining of new and shiny things has become such a part of everyday life, that it provides happiness when people are purchasing something new, and causes sadness when no buying is taking place. For many, it seems to be a protective coating against the harsh realities of everyday stresses from a job, or family life.