This research paper had narrowing to the segmentation of consumer in Malaysia which to see how their react towards ethics in their daily life.
As for the Malaysian consumer, the ethical disciplined is more in the line of Islamic perspective and their culture itself. For example, the problems of halal product, this is clearly shown that the Malaysian consumer is really aware with it which shows the good ethical conduct.
As for the other races, their ethical is shown when it comes to the problems of the product itself such as price and the quality. From the Western perspective, the ethical conduct is more on individualistic behavior that is really cross culture with the Malaysians behavior.
However, all the principle of Western and Malaysian is actually can influenced to the customer in Malaysia by having a different knowledge of studies and ethical conduct.
Firstly, the most importance of having this research paper is to create awareness to Malaysian consumer towards developing of good morals and behavior. Depending on the research, we can see the need and the behavior by having the questionnaires given to them. As we stated in the introduction, consumer ethics is study about their behavior, moral and beliefs, it is clearly shown why we having this research paper.
Secondly, the importance of this research paper is to give knowledge to consumer what is ethics all about and how to react to it. Even in Islamic teaching itself stressing about the use of ethics in daily life. This is because; ethics can lead a consumer to behave in a right behavior.
Thirdly, as we can see in the set of the questionnaires, we had asked about their personal details whether female or male, this is to find a differentiation of ethics between them. Who is more ethical? An interview transcript is given in appendix of this report, the biggest limitation is the lack of the experiences of analysis although everyone is a consumer. Overview of the person interviewed and the product purchased.
The markets for most products are influenced by consumer demographic characteristics. A demographic characteristic such as age is relevant for both coffee and detergents. When marketers ask who their customers are, they frequency refer to the age, income, and regional make up of customer buying their product.
Nevertheless, demographics are important as consumer descriptors because they want to buy age, education, marital status, household composition. Steve Wang as a full-time college student, he has no income right now. All kinds of payment from his parents. Therefore, he has limited budget and sometimes has to shorten on the other parts to satisfy a particular purchasing like to purchase a pair Timberland shoes that is priced at RM Age is a powerful determinant of consumer behavior.
And they will shift to more qualitative than quantitative on choosing things. Like other guys, Steve does care about how people feel about his looks especially the girls, the well-known brands and mid-to high priced products become the most popular alternatives from his point of view even though there is not enough money budget.
And his budget is getting better too. There is more budget for him to use to purchase things that he likes, but he mentioned that a pair of Timberland still a big purchasing item for him. Life-style is measured by the attitudes, interests and opinions of consumers. Steve has a positive attitude about life, although he worries about some common problems and situations that people worry at the same age.
He always tells people — do not buy things depend on the price cheap or not, but to concern whether that product has the extent value for future and long term. Products that he wants to buy all depends on such a belief. He is some in principle oriented type, these individuals are guided in their choice by their beliefs and principles rather than by feeling, events or a desire for approval.
So he is some in the action oriented experience type. If the company has selected its target market and position carefully, then its marketing mix strategy, including price, will be fairly straight forward. The objective of timberland is product quality leadership. They decide the products have to achieve product quality leadership. Timberland targets their athlete series mainly on the people aged years. And the most important thing is this group of people they are easy to learn about the new information or to accept the new features about the product, that means, easy to change to the new product that the company introduce, they are also willing to pay such a high price compares with other brands.
Usually, when people mentions about Timberland, the good quality comes first and then the high price. Therefore, the information about the timberland that people ready kept in mind a certain point.
I pay for it because it worth. Steve bought the shoes in a franchised store of a big shopping center and he mentioned that the previous purchasing was in KLIA franchised store.
The reason why Timberland put the stores in big shopping center and airports still because of its targeting and product positioning. They identify and analysis the segment of the market, the targeting customers are those who are in the higher standard level of living class the places they normally go for shopping things are also in the higher standard place. There are a few of competitors in the marketer, but Timberland stands on several competitive advantages.
At the first, it has the much higher quality than its competitors compare under the pricing, then they give the very good and comfortable environment to their customer in every store, this is a important inference; they also give the excellent services after the buying like you can bring your Timberland shoes to any of the Timberland store to clean them for free and if something wrong with the shoes they will repair it for free, in some situation the customer may get a new pair of shoes for replacement.
After all this through a longtime period, people will remember timberland as a trusted brand. Part 3 Consumer decision process As usual, the customer decision process begins with the problem recognition. A difference between an existing state and a desired one become a consumer problem, a consumer begins with a particular state of mind that represents his or her perceptions of and attitudes forward known brands.
For example, consider a business school student who is thinking of purchasing a personal computer. Once the problem has been recognized, an information search is undertaken to isolate an effective solution. After the information has been gathered, allowing the consumer to determine and compare the relevant and feasible alternatives, the decision can be made.
The attributes that influence store choice are examined, and related to the needs of particular consumer groups. The actual acquisition of the product is analysis, with particular attention given to retailers efforts attract and satisfy consumers in the exchange process.
The consumption process occurs within 3 categories: Refer to table 1. Refer to table 2. Purchase involvement is a continuum, and it is also useful to consider habitual, limited and extended decision making as general decryptions of the types of process that occur along various points on the continuum.
It also involves the study of why consumption decisions are made. In addition, consumer behavior looks at the impacts that the processes of selection, purchasing, use, and disposal have on consumers and on society. Consumer behavior studies the characteristics of individual consumers, by looking at variables such as demographics, psychographics and behavior, in an attempt to understand the consumer and his or her world.
Demographics include factors such as race, age, income, mobility travel time to work or number of vehicles available , educational attainment, home ownership, employment status and location.
Psychographics are attributes related to personality, values, attitudes, interests, or lifestyles. Behavioral variables include usage rate and loyalty. Consumer behavior also tries to assess influences on the consumer from groups such as family, friends, reference groups and society in general Perner, Consumer behavior is a subcategory of marketing that blends elements from economics, psychology, sociology, social psychology, anthropology and other sciences, such as physiological psychology, biochemistry, and genetics.
Psychology — the study of individual behavior — was one of the earliest and most extensively used fields from which concepts have been borrowed. It has been said that the basic nature of consumer behavior is diversity: Although early related research can be traced back much further, the attempt to theorize consumer behavior began in , first looking at the type of behavioral processes consumers typically used in adopting new products; then addressing consumer problem-solving, buyer behavior, and buyer decision processes.
Subsequent research has looked into information processing of consumer choice, and the experiential consumer. Since the early s, research has been conducted in areas as wide and varied as deviant behavior, consumer perception, planned behavior, intention-behavior discrepancy, environmentally responsible behavior, consumer judgment, attitudes, dependence, international and cross-cultural consumer behavior, impulsive buying, personality-behavior relationships, the role of imagery, and social and political marketing issues.
Behavior occurs either for an individual on his or her own; for an individual in the context of a group where others in the group influence how a person behaves ; or for an organization where people on the job make decisions as to which products the firm should use.
The study of consumer behavior attempts to understand the buyer decision making process for individuals, groups and organizations.
The study of consumer behavior involves elements of economics, the social sciences, and the physical sciences. An endless and diverse field of research and applications, consumer behavior.
Part 1: Executive Summary This research paper explains the decision making process, the internal and external factors that have influences a "high involvement".
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