Essays on Dibb

Perception and Consumer Behavior

Perception is the process of knowing features of stimuli with the use of vision, hearing, taste, smell and touch (Scott, 1994). The visual perception i.e. size/shape in the L’Oreal Men Expert Vita Lift 5 ad is rectangle with the focus on more than one dimension to enable consumers to downsize their order by enlarging the product along all dimensions. On the other hand, the shape of the Aveeno Absolutely Ageless ad is portrait. The size of the ad is adjusted through focus on multiple dimensions to perceive the product easily. Lettering is another factor affects the perception of ...

The term ‘macro-environment’ refers to the set of forces that influence the functioning of all the businesses at the market (Dibb and Simkin, 2008, p.26). In political terms, the fragrance market is likely to be impacted by the major trends in international relations (e.g., the conclusion of international agreements, openings and closings of markets). Similar, given the fact that the Middle Eastern producers of fragrances tend to export them to the markets of other countries, the state of the economic relations between the Middle Eastern countries and the rest of the world is highly important for exporters. Moreover, the ...

In the automobile industry, there are several manufacturers of the different brands, makes and models of the vehicles used by almost anyone globally. Different people require different vehicles that suit their needs. These vehicles are brought for a purpose; depending on the consumer needs. This consumer needs vary geographically, demographically, psycho-graphically and in terms of customer behavior . Each of these factors can be broken down further into smaller segments. This is a diverse market with different needs and qualities. Marketing using the same strategy would be detrimental. A form of marketing therefore has to be devised to take advantage ...

Marketing and consumption decisions

Introduction Marketing entails the process through which groups and individuals obtain what they want and need by exchanging and creating products and value with others (Same, 2012). Thus, marketing is the process of delivering customer satisfaction at a profit. The objective of marketing is to satisfy the needs and wants of a customer better than the competitor. There are a variety of activities that are involved in marketing. These activities include identifying the needs of the customers, designing of the product, promotion of the products or services benefits with the aim of motivating purchase, pricing and ensuring they are ...

Executive Summary

Nokia is one of the leading brands in the whole world, and its main industry is the information and communication sector. Currently, it has engaged in sales in over 150 countries with about 130,000 employees in the countries where it has established its base. The company has managed to gain annual revenues of approximately 50.7 billion, generated by its main mobile technologies namely GSM and CDMA. The communication industry is growing very fast and the competition is rising among mobile phone providers. To cope with this competition, Nokia has managed to stay at the top of the game ...

The Situation:

Clearly, lifestyle image is one of the important attributes of Thorr’s Motorcycles, Inc. as it has the ability to influence customers towards purchasing a Cruiser Thorr because it represents quality and status. This perceptual map is used as a representation (visual) of opinion of the brand based on the customer. The Lifestyle image, which is represented by the Cruiser Thorr, is mobility, masculinity, and freedom. However, Thorr's motorcycles were positioned in the market as high-priced products that did not fit use by the youngsters. Thor also began losing its position in the market position as the price remained too high ...