No description available.

A marketer is faced with one fundamental issue in developing brand marketing strategy: a choice between adopting an Image marketing strategy as recommended by David Oglivy versus influencing consumer choice through a Unique Selling Proposition as recommended by Rosser Reeves. In simpler terms using an emotional vs. functional/rational appeal. To help make this decision, the marketer must research consumer motivations and determine for his product/service category whether consumer choice of a brand is based on its image or on its functional attributes.[...] / Un specialiste de marketing doit faire face a un aboutissement fondamental lorsquTil met au point une strategie de marketing: un choix entre d’une part l’adoption d’une strategie mettant en valeur lfimage d!un certain produit, comme le recommende David Oglivy, et d*autre part 1Tinfluence du choix du consommateur au moyen d!une proposition de vente exceptionnelle, comme le recom- -mende Rosser Reeves. En termes plus simples, lTattrait de l’emotionnel contre l’attrait du rationnel/fontionnel. Afin de l1aider a prendre cette decision, le specialiste de marketing doit etudier les motivations du consommateur et determiner pour la categorie de son produit/service si le choix du consommateur pour une cer- -tame marque est base sur son aspect ou sur ses qualites fonctionnelles.[...]

Thesis (MBus)--University of South Australia, 1997

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The primary aim of this thesis is to apply chaos theory to consumer behaviour research. Chaos theory is essentially a theory of time series. The specific focus is product choice consumption behaviour. The conceptual basis for the work is taken from a theory thus far developed entirely outwith the topic focus of consumer research and marketing. The concepts and methods developed by chaos theorists in the natural sciences and some social and behavioural sciences are synthesised with concepts and methods from consumer research. The objective is to both shed light on the consumption process and explore the potential of chaos theory in this field. Ultimately the work attempts to address the question of whether consumer behaviour can be 'chaotic' as described by chaos theory.In order to facilitate these objectives a diary study was conducted using sixty respondents. They were required to record their consumption of branded products for a period of three months. Five product categories were used with informants recording consumption of only one product type (twelve informants in each group). The product groups were as follows: soft drinks; savoury snacks; beer; chocolate snacks and packaged yoghurts and desserts. The data was coded and analysed by methods selected prior to data capture: weighted time series, spectral analysis and phase space analysis. One of the principal findings of the research was that distinctive forms of behaviour were identifiable within the data set as a whole from which a five-fold typology is proposed. However the complexity and individuality of the forms was marked despite this apparent typology. The spectral analysis shows little evidence of regular or periodic patterned behaviour; the series are essentially aperiodic. The phase space analysis reinforces and enhances the analysis of the weighted time series and suggests the series tend more towards chaos than ordered behaviour. The series obey certain 'rules' (i.e. they are 'randomised' but not random) consistent with the existence of determnistic chaos. Moreover they appear globally stable and locally unstable. These findings have a number of implications for various areas of consumer research (e.g. varety seeking, loyalty and other aspects of consumption) and successfully extend the application of chaos theory to another area of human behaviour research.

by Chan Ka Wah. / Thesis (M.Phil.)--Chinese University of Hong Kong, 1984. / Bibliography: leaves 175-184.

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This thesis was designed and written with advertising stakeholders in mind. The aim of my thesis is to illustrate how listening to and understanding the behavior and voices of consumers from the perspective of a trained anthropologist can improve advertising strategies. My instruments for conducting this research include an in-depth investigation of 28 consumers who use organizing devices (e.g. personal digital assistants and paper-based organizers) and a qualitative analysis of two print ads from Palm, Inc. In the first phase of my research, I employed ethnographic techniques and analyses to shed light on the usage-based benefits consumers realize by using organizers. In the second part of my research, I reveal my analysis and interpretations of print ads from Palm, one of the world's largest producers of organizers. My research culminates with the placement of the Palm advertisers' decisions in a critical framework. I do this by illuminating the consonance and contradiction between the ways in which I found consumers using organizers and the ways in which they are promoted in the advertising. Among other things, my research found informants using their organizers as a means to escape the tedium of commuting to and from work; I also found informants using their organizers to extend their memory capacity and create solutions to problems. In the end, my interpretations lead to pragmatic conclusions that potentially make advertising strategy more efficacious: Palm advertising should create scenes in which people are actively using their organizers to achieve benefits (e.g. memory, entertainment, etc.) they seek. / Graduation date: 2003

Thesis (M.B.A.)--University of Hong Kong, 1986.

No description available.