NOTE: Free essay sample provided on this page should be used for references or sample purposes only. The sample essay is available to anyone, so any direct quoting without mentioning the source will be considered plagiarism by schools, colleges and universities that use plagiarism detection software. To get a completely brand-new, plagiarism-free essay, please use our essay writing service.
One click instant price quote
The second questionnaire (Child Care, Inc) does not seem to be quite well composed, those who selected the questions seemed to forget that children are more important for people that food, for instance. Questions 2, 5, 9 seem to be a bit too personal, if I were a parent that leaves a child to that type of service, I would be somewhat confused to see those types of questions. Question # 7 also seems to be confusing; certainly a parent would want that, and some of the clients might actually choose another company specializing at the same service that gives such an opportunity. The target audience of the company is parents that do not have an opportunity to take care of their children and thus have to resort to those types of services.
I chose to rewrite the second questionnaire. Child Care, Inc questionnaire (rewritten and modified). 1) Have you been using similar services before? 2) If yes, what services and were you satisfied with the results? 3) If you were not satisfied, please, list the reasons? 4) Do you find our working hours suitable for your needs? 5) It is possible to extend our working hours; do you think it would be better for you? 6) Does our service fits well into your idea of child rearing? 7) What are the most important things you expect from our service? 8) Do you have any complaints or suggestions concerning our service? 9) What type of food does you child prefer? 10) Are there any hobbies that your child has? 11) Does your child suffer from any allergies? 12) What type of activities would you like to see in our curriculum? 13) Where would you want us to locate an affiliate? Now the questionnaire is more adequate to give out to the parents of those children enrolled in the child care, it provides more details in terms of child preferences and potential problems that might occur while the child is not with the parents. The questions that are too personal are excluded, therefore people are more motivated to fill in the given form.
The rewritten questionnaire is more effective research tool, the management of the company is now able to sort out the needed information and plan Child care activities accordingly. The main purpose of those types of services is to provide the best child care that the parents can imagine, and restructuring the existing questionnaire and omitting some of the questions will trigger positive connotations in customers mind. Assignment 6 The consumer's decision to purchase or not, can signify whether a marketing strategy has been effective, or whether it was poorly planned and missed the mark altogether. Marketers are particularly interested in the consumer's decision-making process, which consists of the following sequence of events: Problem recognition Information search Evaluation of alternatives Purchase decision Post-purchase behavior The learning constructs, which are the major components of decision-making, are labeled as: 1. Motives - specific and non-specific: These are the buyer's specific goals while purchasing a product.
The buyer is motivated by expectation or anticipation due to past learning or outcome from the purchase of each of the brands in the product category. Someone would like to buy a reliable and easy to maintain car. Another person wants a small car that is low on running costs and easy to drive in the heavy traffic. 2. Brand Potential of Evoked Set: Evoked set is the range of brand names that are considered for purchase, and hence come to mind on need of a product category. (3) A buyer who is familiar with a product class has an evoked set of alternatives to satisfy his motives. The elements of his evoked set are some of the brands that make up the product class. Brands signify much more than a product alone.
They carry an intrinsic value. For instance, someone would consider buying a car in the mid-premium category like Esteem, Ford Ikon, or the Fiat Siena, which would have both reliability and performance. However, another person would prefer a smaller car like the Maruti 800, Zen or a Santa. 3. Decision Mediators: Decision mediators are the buyer's mental rules for matching the alternatives with his motives, for rank-ordering them in terms of their want-satisfying capacity. (3) For instance, persons decision could be influenced by a) the commercial environment, b) the social environment and / or c) the psyche of both his father and himself. 4. Predisposition toward the Brands: This is the summary effect of the previous three. It indicates the buyer's preference towards brands in his evoked set.
It is, in fact, an aggregate index, which is reflected in attitude and is measured by attitude scales. In this case, a person calculates the brand's value in his mind, and also makes an estimate of the level of confidence he and his father have towards the various brands. 5. Inhibitors: Inhibitors are those environmental forces, which act as barriers in the actual purchase of a brand. Many reasons could be attributed towards purchasing a particular brand. Some of them could be: a) high price, b) lack of availability of the brand, c) time pressure on the buyer and d) the buyer's financial position. If a person decided to buy a car and the waiting period for the delivery was six weeks, then the time pressure on the buyer would be an inhibitor. 6.
Satisfaction with the Purchase of the Brand: It is the last of the learning constructs. On purchasing the brand, the buyer has certain expectations from the brand. If individuals level of expectations from Maruti Zen is say X and the satisfaction he derived after usage is less than X, he would be dissatisfied. On the other hand, if the satisfaction exceeded X, then he would spread the positive word to others and become a delighted customer.
Hence, every marketer should attempt to provide satisfaction to the consumer, which is at least equal to the expected outcome. They should in fact try to exceed consumer expectations. If the brand proves more satisfactory than expected, the buyer has a tendency to enhance the attractiveness of the brand. Therefore, delight and not mere satisfaction will affect positively the recall of the brands in the evoked set for the next buying decision. (4) According to a consumer survey, nine out of ten shoppers of frequently purchased items possess some specific shopping strategy. (4) These consumers can be grouped into: Practical loyalists: Those who look for ways to save on the brands and products they would buy anyway.
Bottom-line price shoppers: Those who buy the lowest priced item, with little or no regard for the brand. Opportunistic switchers: Those who use coupons or sales to decide among brands. Deal hunters: Those who look out for the best bargains. Routinised purchasing implies that the consumer's decision rules are well established, and that the buyer has strong brand preferences.
The process where the buyer reduces the complexity of a buying situation with the help of information and experience is called the 'Psychology of Simplification'. Decision-making can be divided into three stages: I. Extensive Problem Solving (EPS) II. Limited Problem Solving (LPS) III.
Routinised Response Behavior (RRB) The buyer becomes more consistent in choosing the brand, as he moves towards routinisation. This is due to the formation of habit. If you use Colgate every morning, you get used to the product. Incoming information is then screened with regard to its magnitude and quality. The buyer after routinizing his decision process may find himself in a simple and routinised process. Sometimes this becomes monotonous.
He may feel that all existing alternatives including the preferred brand are now unacceptable. He feels a need to complicate his buying situation by considering new brands. The intention is to look out for something that can be useful and appealing to his aesthetics. Also, there is the underlying challenge of probing, exploring and finally discovering a new brand! This process can be called the 'Psychology of Complication'. (3) The new situation causes him to identify brands and he once again begins to simplify the above-mentioned process. Hence, marketers need to study the decision patterns of the customer in order to enhance the experience of purchase and consumption and retain the customers for life As an example of current marketing campaign, we can look at Kodak Company.
Their products mostly have higher prices than alternative versions of the competitors, however they are popular enough with the consumers to ensure Kodak stable profits, which is an indicator of good marketing strategy deployed by the companys management. Brand loyalty is one thing that distinguishes Kodak buyers. They have tried the companys products, and after finding them plausible enough continue to buy from the company. The company has also accumulated considerable good will of the population because of its charity programs and various other things they have done to help people out. They frequently conduct the exhibitions of their products, which facilitates customer awareness and their marketing experts seem to know everything about the consumer behavior. Kodak has chosen a right strategy and market positioning for their products, and those are the key components of their success.
They follow up on the customers purchase all the time, and the chances are high enough that every new buyer would return for Kodak products again some time in his / her life.
Free research essays on topics related to: working hours, problem solving, child care, decision making, marketing strategy
Research essay sample on Decision Making Child Care
