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留学生Case Study定制:Case Study of Factors that Influence the Consumer Behaviour

论文作者:留学生论文论文属性:案例分析 Case Study登出时间:2011-03-22编辑:anterran点击率:5317

论文字数:3037论文编号:org201103220919204173语种:英语 English地区:澳大利亚价格:$ 66

关键词:Case StudyInfluencethe Consumer Behaviour

Case Study of Factors that Influence the Consumer Behaviour


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 Table of Contents
1. Introduction 3
2. 代写留学生论文Theoretical aspects of three factors impact on consumer behaviour 3
2.1 Gender impact on consumer behaviour 3
2.1.1 Characteristics of motivation for male consumer purchase 3
2.1.2 Characteristics of motivation for female consumer purchase 4
2.2 Consumer character impact on consumer behaviour 5
2.2.1 From the perspective of consumer attitudes 5
2.2.2 From the perspective of purchase way 6
2.3 Brand culture impact on consumer behaviour 7
3. Case study 8
3.1 Company profile 8
3.2 Gender impact on the purchase of Marlboro 8
3.3 Consumer character impact on Marlboro 9
3.4 Brand culture impact on the purchase of Marlboro 10
4. Conclusion 12
References 12


1. Introduction
There are many factors that influence consumer purchase decisions, including consumer Psychology, personal characteristics, as well as Marketing and other factors and so on (Peter, 1996). To study a variety of individual factors in consumer purchase decisions has an important position in the study of consumer behaviour. In this report, it chose three themes, including gender, consume character and brand culture to analyze their impacts on the consumer behaviour, later it selected the Marlboro as a case to study the three themes impacts on the purchase decisions of cigarettes.

2. Theoretical aspects of three factors impact on consumer behaviour
2.1 Gender impact on consumer behaviour
2.1.1 Characteristics of motivation for male consumer purchase
Men are good at controlling their emotions. When dealing with problems can calmly weigh all the pros and cons of factors from the overall sake. The characteristics of strong independence and self-esteem have direct impact on their mental activity in the buying process (Palan, 2001). Therefore, the formation of motivation is decisive and swift, and can immediately lead to purchase behaviour, even in complex situations, but also to deal decisively and quickly to make decisions.
To common sense, male purchase activities are far less frequent than female consumers, and purchase motivation is not as strong as women, tends to be more passive. In many cases, the formation of motivation for the purchase is often due to the role of external factors, the initiative, flexibility the motives seems weak.
Male consumers in the purchase have weak environmental change than women, they do not like thinking, fantasy, and emotion is relatively weak (Moss, 1999). So, when the motivation is formed, the stability is good, their buying behaviour is also more regular. The obvious difference for male consumers in the purchase of certain goods with women is that the decision-making process is less vulnerable to be dominated by emotion, they mainly consider product performance, quality, brand name, the use of results, resale value and warranty period.

2.1.2 Characteristics of motivation for female consumer purchase
References
Aaker, J.L., 1997. Dimensions of brand personality. Journal of Marketing Research, (34), pp.56-347.
Costa, J.A., 1993. Gender and Consumer Behaviour. Association of Consumer Research.
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