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Example research essay topic: One Of The Most Important Make The Decision - 2,224 words

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Consumer Behavior A. A high involvement products are products in which a consumer goes through quite a long decision making process with every buy. Usually this product is considered the high involvement in the risk factor (the price or the use) that is connected with the purchase is high. Meaning the decision of choosing this product is connected with a large loss. The product that is a very good example of a high involvement product is a car.

In order to buy a car you have to invest quite a large amount of money into it. In case anything happens to the car, you will lose your money thus before you make any decision, you have to invest your time into researching everything about the brands and the cars you want to buy. The Decision Process that you would take in order to purchase a car is very well described in Kotlers Marketing Management. This process can be portrayed as this: Realization of the need Research Assimilation Decision In order to come to realization that you need a car you would need some factors to guide you to realizing. Some of these factors can be the distance that you have to travel by bus to work, or the prestige of you work, or the fact that you want to look like others, or on the other hand maybe you want to get a car that sets you apart from others.

Upon realizing that you actually need a car you have to research about the cars. In all the cases you will have to look at what different cars have to offer, what are their horse powers, how much gasoline they need, and the most important factor that you would have to look at is the fact of their price. When you have finished all the research, you sort out all the information, which you have gathered in order to make the decision. You compare the different technical characteristics of the vehicles, compare the prices that they come at, compare different stores that deal these cars, and only upon doing a thorough check you can start making a decision. The decision process is the last step in the Decision Process. On this step you have already gathered all the information you need, compiled and studied it, now you make the decision, which will be based on the fact of what you primary impulse was meaning desire this car has to suit and fulfill.

B. The low involvement products are a very wide category of products. Products are considered low involvement when they are minimal differences in the whole product alternative range. Meaning there are a lot of brands presented, these products are not expensive and they basically settle the same needs of the consumer. Usually these products do not require any additional informational research because the actual choice of these products doesnt lead to any important consequences or goals. One of the many products of this category is a product that is used daily toothpaste.

In order to buy this product, one does not need to conduct any important research, the purchase of this given product will not affect the consumers lifestyle in any way, and this product does not cost a lot of money, so it will not harm you pocket greatly. The Information research process of the Decision process with the low involvement process evolves at the same time as the person realizes the need for toothpaste. Usually the only information research that takes place is seeing a commercial or an advertisement. Upon, seeing the advertisement the person gets an immediate response about the fact that he needs to buy toothpaste of this particular brand. So, when this consumer enters the store he unconsciously comes to the stand with toothpaste and chooses the toothpaste that he picked while watching T. V.

or riding in a bus. The low involvement product do not require any additional thinking. The only choice that the person has to make is what need they will want to settle with making this purchase, meaning: do they want to whiten their teeth, heal their gums, or have the full day protection. Many brands of toothpaste offer these results, so you tend to pick the one that you have heard of the most. The decision about the actual good or bad of a low involvement product is made after a this product was used for a certain period of time.

Usually, once the choice of the low involvement product is made, a person sticks with this product for quite some time. C. The Consumer perception of risk takes place with new products, which have just been introduced in the market or with products, which can have an influence on the lifestyle of the person or on the health of the person. The actual perceived risk occurs at a moment when a consumer is not quite sure of the actual results (consequences) of the purchase.

Consumers behavior varies greatly when the perception of the risk occurs: usually consumers limit their choices to the safe or already tested alternatives (these are conventional buyers, who never take risks, and never take a new product before it was tested and there are established and well set results of the testing) or there are consumers who choose not the very particular risky item, but the other alternatives of these item, there is also a very limited group of consumers, who take the risk no matter what and by the risky product (this group is called the innovators). Usually when there is risk connected with a certain purchase the consumer has a certain scheme of behavior, and if the marketing agent fulfills all of the categories that the consumer researches, than you have a buyer. The consumer usually seeks information about the product, than the next important step is he researches about the brand its image, and the image that the store has. Depending of the Consumer group, the consumer picks the most expensive model of the group, relying on the fact that usually the most expensive is the best, (but if the consumer is a representative of the opposite consumer group he might choose the cheapest model as not to waist too much money on it. And of course one of the most important factors is the fact that the consumer seeks reassurance while doing the purchase. In order to reduce the perceived risk there are several strategies that can be done by marketers: you should always choose a well known brand name, if the brand name is not very well known than it has to be publicized in the media very well so that the person knows a lot about it; the stores in which the products are displayed have to have good reputation and be trusted by the consumer group, which you are targeting; there should be test result publicized, which have been conducted by a third party which does not have any direct connection with the product; the product should have good guarantees, because if there are good guarantees, it means that the company is sure of its products, and is not afraid to give good guarantees, this leads to the assumption that the product is of very high quality.

While using the marketing strategies you always have to remember the Webers Law, meaning the more you influence the primary needs of the person, the more the secondary needs will come out and your profits will grow. D. Culture is one of the most difficult terms to define. Usually culture is defined as a set of norms, beliefs and values that are predominant in one social group. These beliefs greatly influence the facts of how one cultural group interacts with another. Culture is the broad definition of the way of life that people lead in one certain group.

Within one culture you may find different Social groups or classes. The social class is the step of the ladder in which different groups (family, community, etc) or individuals are classified, usually this classification takes place considering such categories as the esteem and the prestige of the certain class. The Social classes have the same cultural background, meaning they grew up with the same traditions and religious beliefs, but the position in life that they have reached is different. This difference is most dominantly made by the amount of income that the certain class has. All of the above-classified categories have different consumer behavior, meaning they follow different schemes in choosing certain category of products, because the values of different classes are quite different, despite the fact that they come from one cultural background. Many times while making a certain choice either its the choice of the low involvement products of the high involvement product, different individual look up to the reference group that they have set for themselves.

For instance, within one class there is a group, that an individual looks up to, and their opinion is the basement point of making his decision. If the representative of the more well off class, buys an expansive car, others will probably by the car of the same make, but a different model. E. The most important mission of marketers is to find the reference group within each cultural segment, within each social class, and target this group in order to receive better offers.

According to Maslows Hierarchy of Needs all of the people have primary and secondary needs that they have to settle. In different Social classes, the needs are quite different, because some people need to save to buy a piece of bread, while others can not choose which car to buy. The various different social classes of course, share some of the needs, but still the vast majority of needs is different. Within all of the social classes there are the groups, which are considered the reference groups, its the groups with which you generally compare yourself to.

The reference groups can be divided into a couple of categories: the aspiration reference groups, associative reference groups, or the dissociative reference groups. People are group animals, they cannot live outside the society, and from this primary need of people emerges the actual need of people to be like others, whether they are standing up to a famous sportsman, or they do not want to stand apart from their worker, or they definitely do not want to look as a certain representative of the different social class looks. The reference groups have also different degrees of the reference, which they exercise on a person. There are the primary reference groups and the secondary ones. The primary reference groups are like the family and other close relations. The representatives of the secondary group can be coworkers, or members of the same club, or group members.

People as individuals do not like to stand apart, that is why within one group of people on dressing style is predominant, the particular style of living dominates. These people seem to use basically the same brand names and the same service agents. All of the people within one social class basically share the same economical and spiritual values, which define the particular group interests and desires. For a marketer to find the group, which is a reference is a gold mine. This fact is true because all people strive to recognition and to the higher self-esteem. If the marketer motivates the people who are the reference group, to purchase the brand, which he is presenting, or to use the service, which is his, basically he will win the leading position in this market segment, for the given social class target group.

People in one social class generally have the same lifestyle. For any costumer the most important thing according to Maslow, is the means-end chain. In this chain a person start with a concrete characteristic of the product and logically moves to the different consequences, which are inclined to satisfy a certain value. If a marketer will be able to prove to the new product matches up to the value solving characteristics of the products, which he used to purchase, he will be your buyer.

In order for a consumer to make any choice, the consumer has to be motivated to do so. In order to motivate the person, or make him take a certain choice, the motivation has to have a couple of properties. The motivation can be either hidden, multiple, or overt. All of these motivations are hidden in the desire of the person not to look different from the people of the reference group, which he or she is aiming for. Motivation can be moved by internal or external factors, but in order to do so motivation needs energy and direction in which one is heading. One of the most important aspects of motivation, is that motivation reflects the individuals preferences and the need of an individual for stability and variety of choices.

In order for any business to take place, and to occupy the niche in market, the company has to learn how to motivate certain social classes, the reference groups within these classes to do the action that the person needs (or is believed) to need to do reach the most important step, to satisfy the value, which has made you to take this step.


Free research essays on topics related to: make the decision, cultural background, one of the most important, consumer behavior, social classes

Research essay sample on One Of The Most Important Make The Decision

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