Journal Article Critique (Amn400 - Consumer Behaviour)

As an individual, Brand name heavily influences my purchasing decisions. I am usually aware of current trends and popular brands and have a tendency to select these products. It applies specially to my selection of clothes and shoes. I believe this is due to very strong and present marketing campaigns from brands such as, Nike, Adidas ECT. As well as the influence of peers.

People who are swayed by consumption typically are not conscious about their decisions and show low levels of self-clarity. Believing that products are the answer to their identity and invest their values on buying happiness. Unfortunately, that’s most likely not the case. “You, happier? No.

Product loyalty is why Coca-cola drinkers do not drink Pepsi and why 7-up drinkers do not drink Sprite. While there may be a fluctuation week – to – week on prices, the fluctuation is not large enough for the consumer to consider substitutions.

Regarding to the two independent variables, we have three measures including purchase intention, brand awareness and brand loyalty. Purchase intention refers to that a customer would potentially buy a product due to the certain need, or their specific perception towards the product. (Madahi et al., 2012) Brand awareness presents the fundamental degree of the involved brand knowledge, that is to say, the extent to which

In particular, those who are immigrants are being exposed to many new brands for the first time and are having to reestablish their brand preferences. When asked to pick a buying style, 35% of Asian Americans said they are “swayable shopaholics,” meaning they enjoy the act of buying and are impulsive buyers who are willing to pay extra for image-enhancing products. They also are 35% more likely than the general population to say that they’ll switch brands for the sake of variety and novelty.

Utilizing the argument that the layoffs should not occur because the conclusion of the recession is anticipated and it is probable that large profits are in the company’s future, would be unethical unless there is evidence to validate these assertions. Demonstrating that the recession was indeed ending would be essential in validating the preceding declarations; for example, the local housing market has begun to climb, the local unemployment rate is down, and there is evidence of consumer spending (Schoen, 2014).

* A very popular trend in this industry is the loyalty to one specific brand based on personal preference, political/ethical reasoning, pricing, or otherwise.

In this section, I will break down the common consumer in attempt to understand what sways him/her into purchasing certain goods—especially those that “they do not need” In addition, I will discuss how consumers determine a certain product to be “worth it”

Today, society is cluttered with marketing activities, and these activities surround us constantly. Among the issues of marketing, a vital part that influences human roles and activities is “environment”, more specifically the “green environment”. The green environment is now a leading concern for marketers. Moreover, on a global level, there is an increased awareness of global warming and adverse climatic conditions and as a result there is a spur in interest toward environmental protection and sustainable development. This study attempts to find out if Australian young consumers’ pro-environmental concerns, awareness and knowledge about environment related issues impact their buying behavior to prefer and buy eco-friendly products and pay a premium price for such products.

I am aware of a lot of brands in the clothing category. However, I would not seriously consider all brands when I am going to make a purchase. Usually brands in a consideration set are all competitors. Bon-Ton is also in my consideration set for clothing. In addition, I chose this brand because this brand is easy to recall. When I think of purchasing clothing, I instantly think of Macy’s. Macy’s is easy to recall because it is familiar to me, and I prefer it to other brands. It is also easy to recall because Macy’s is a prototypical brand, meaning that it is the leader in the clothing category (Chapter 7). Lastly, I chose to analyze Macy’s because it has a positive brand image (Chapter 4). When I think of Macy’s, I think of a company that delivers exceptional value to its customers, and a store that I can go to fulfill my shopping needs. I also think of a philanthropic company that gives back to the

In these transactions the consumer is no longer an individual but now are a committee in an organization. It becomes more complex as each of the members can have varying attitudes towards any brand, with different reasons for purchasing or rejecting a product. Unlike individual consumers, companies seek to make long term relationships, as it impacts their entire business. Thus brand loyalty is much higher, compared to consumer goods. An individual's perception is not of as much of importance as the group

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

Cultural and social norms are constantly evolving in today’s consumer environment, thus influencing the consumption experience (Arnould & Thompson, 2005). The Green Island consumer experience has been greatly influenced by the fact that current culture encourages recycling and sustainability. A cultural

The topic of consumer knowledge focuses on a consumer’s understanding of their desires, ultimately shaping their attitudes and intentions towards purchasing. Experiences can help a consumer choose a better product and make their decision-making process easier. However, if a consumer is somewhat inexperienced in this area, they look to external sources for guidance, these are called group influences. This report will systematically discuss the consumer’s knowledge of an inert brand, as well as assessing the extent and nature of their knowledge. Additionally, the report will identify where personal and group influences have occurred throughout their decision-making process and what each type of influence is. Throughout the report strategies will be discussed for the inert brand to implement.

The behavior in which a consumer keeps buying a product time and again instead of buying products from other competitive companies is called Brand Loyalty. Brand loyalty can often be termed as Customer Loyalty, Brand Commitment, Product Loyalty etc. Brand Loyalty is seen among consumers when they realize that the product is better than the other products that are available in the market. This affinity of a consumer towards a particular product is considered to be brand loyalty. Although, this consumer behavior is not limited to a simple repetition of a purchase, there is also a psychological reasoning behind the consumers’ affinity towards behavior.