Essays on Consumer Perception

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Introduction The ongoing process of internationalization raises potential opportunities to multinational corporations worldwide. Over the last decades, there has been a shift in concentration of economic power from the western world to Asia, and this change is powered by emerging Asian economies such as China and India. Currently China is the world’s largest consumer market that has a great potential for further growth. In this context, multinational businesses worldwide seek an opportunity to enter the Chinese market in an attempt to enhance their sales volume and to strengthen global presence. This paper will evaluate ...

Under Armor is a sportswear company and thus it deals with footwear and other accessories for men, women and youths. It products are diverse and designed to suit consumer regardless of the climatic conditions. For instance, the company offers footwear for football, baseball, lacrosse, soccer and softball. It has segmented its market in that, it groups individuals and teams that share one or more characteristics and require almost the product needs. By doing so, Under Armor Company has been able to meet the demand for sportswear needed for the certain climatic conditions, sports activities and fitness exercises. Thus the ...

Overview of the restaurant industry

In the contemporary context, the restaurant industry can be defined as an industry that involves professional restaurants, bars and other providers of food services structured to allow in-service deliveries. It can be considered as a network or a collection of professional food service companies which operate restaurants and other eating places in both at the country level and at the global levels. Hyun et al (2011, 30) assert that these companies operate in services, which include includes full-service restaurants, quick-service restaurants, cafeterias and buffets, and snack bars, among other services. It is one of the largest professional industries in ...

Business

Executive summary Marketing is a fundamental process within the operational mandate of any organization. Accordingly, through marketing, businesses manage to generate product awareness through extensive approaches construed towards both product development and reach to target customers. Encompassing four facets of product, place, price and promotion, marketing is a holistic tool towards sustaining sales and market growth of an organization. Hence, through the inculcation of the diverse principles within the marketing facet, organizations reap successful outcomes. Most specifically, a marketing plan is directed towards developing an effective product policy statement in regards to vision, mission, goals and various approaches towards product launch ...

Abstract

The objective of the paper was to use a descriptive study to try to explain the possible similarities and differences between the culture and standards of practice in the field of marketing and advertising in the following two countries: the United Kingdom and China. In line with this, the study also aims to gather necessary information about the perception of the consumers from different cultures on the way how products and services, among other things that can be advertised, are actually advertised in their respective country; perception of the users on the content and style of advertisements in the respective ...

Summary

Global automobile industry is growing with a very fast pace. Technological advancements are very common in this industry, as the disruptive rate has increased. An advancement will be implemented in such a way that it could lead to sustainable competitive advantage. Hybrid cars are one of the most significant technological advancement in the automobile sector. However, people still prefer fuelled cars for personal use due to many underlying reasons. Despite the many benefits attached to hybrid cars such as environmental friendliness, status symbol and fuel efficiency, people living in Indian geographical boundaries are less adaptable to it. This research makes an ...

Services and Relationship Marketing

SALFORD BUSINESS SCHOOL The services quality exploration began in the early 1980s. Many researchers are still working on issues of relationship marketing. The place of services in the successful development of the company has the strategic importance, so the quality of service becomes significant. Differentiation of service helps companies in achieving competitive advantages. So issues of service quality become vital for marketers. The concept of customer-focused quality is becoming a common part of marketing strategy for each company. This concept becomes essential when company want’s to improve the consumer's experience and strengthen market position. Quality is a complex ...

Formulating an appropriate research design

An appropriate research design that can be used to determine the feasibility and commercial opportunity of the non-business-travelers segment in Australia for Marriott is descriptive research design. Descriptive research in marketing seeks to provide answers to research questions such as why, where, what, and who. For instance, the specific research questions related to the research problem seek to determine factors such as market size for non business travelers segment, opportunities to service the non business travelers, obstacles that Marriot has to overcome in order to penetrate the market, the level of competition within the Australian non business travelers segment, ...

Moon and Balasubramanian 2001

In contrast, Garkell et al. (2004) contend that it is the perceived absence of benefits and not the assessment of risks that accounts for the low index of acceptance of GM foods by the European public. The authors reviewed the results of an earlier study where they used the Eurobarometer survey on biotechnology (EB52.1) to ask 1000 respondents in each of 17 European countries their opinions on whether each of 7 biotechnologies was (1) useful (an index of benefit), (2) risky (an index of risk), and (3) morally acceptable (an index of support) (Garkell et al. 2000). GM food ...

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WHY IS TRUST SO IMPORTANT IN THE ADVERTISING INDUSTRY?

Advertising can basically be described as one aspect of communication that is used to persuade the audience to act in a certain way with respect to commodities or even ideas. The most common use of advertisement is to make consumers purchase a particular product or service from a company organization. However such communications that contain a political or ideological message are still common in advertising. Advertisement is normally done via the media such as radio, television, newspapers, and the internet. With the emergence of new media, text messages are also used to advertise products, services, politicians or even text ...