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Example research essay topic: Shopping In Hong Part 1 - 2,011 words

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Shopping in Hong Kong Part I The aim of this paper is to find the relationship between shopping patterns in malls of Hong Kong and of the Western world. It is quite an interesting study, because it involves different buying habits of citizens of Hong Kong and of Western countries. Cultural differences affect also customer behavior, which is very important issue, because today is the age of globalization, when different companies want to be present on different markets. These markets differ significantly. Therefore, in order to be successful everywhere on the globe, businesses should pay close attention to foreign markets and to specific features of chosen market, where the company plans to operate.

Studying foreign markets is inevitable part of doing successful business in foreign countries with different culture. Current study was structured in order to get in depth of existing patterns of consumer behavior, while shopping in Hong Kong mall. In the beginning, consumer behavior is discussed, which helps to understand reasons for successful sales. Shopping and its popularity, which depends on cultural factors, is discussed too, because shopping traditions are different around the globe. All this together helps to investigate the differences in mall shopping between Hong Kong and Western countries. Consumer behavior can be defined as the acts of individuals directly involved in obtaining and using economic and services, including the decision process that precede and determine these acts.

Buyer behavior refers to the acts of individuals directly involved in the exchange of money for economic goods and services and the decision process that determined these act. Both consumer and buyer behavior differ amongst the population as people have different wants and needs. Therefore, it is untrue to say that working women buy products and services essentially the same as non working women. No two people are similar as physiological factors, cultural forces, economic considerations, interpersonal relationships; personality, self-concept, and learning are variables that shape goals and influence. However, consumers can be put into groups if they have similar characteristics, i. e.

if they come from the same social class, background, age, and lifestyle. Working and non-working women can be segmented in two separate groups. They are different because of many influences. Some are external due their social environment. What they do with these social stimuli involves a psychological process that differs from each other. These social influences and internal processes may evolve into a decision by the consumer to make a purchase or not.

As both groups possess different characteristics, it is necessary for marketers to understand that these groups will have different wants and needs. Consumer buyer behavior is influenced by four major factors; cultural, social, personal, and psychological. These factors cause consumers to develop product and brand preferences. Although many of these factors cannot be directly controlled by marketers, understanding of their impact is essential as marketing mix strategies can be developed to appeal to the preferences of the target market.

When purchasing any product, a consumer goes through a decision process. This process consists of up to five stages: problem recognition, information search, evaluation of alternatives, purchase decisions and post purchase behavior. The length of this decision process will vary, ranging from a shorter routine response behavior, to limited problem solving and a more comprehensive extensive problem solving. A consumer may not act in isolation in the purchase, but rather may be influenced by any of several people in various roles.

The number of people involved in the buying decision increases with the level of involvement and complexity of the buying decision behavior. Consumer buyer behavior and the resulting purchase decision are strongly influenced by cultural, social, personal and psychological characteristics. An understanding of the influence of these factors is essential for marketers in order to develop suitable marketing mixes to appeal to the target customer. Cultural factors include a consumers culture, subculture and social class.

These factors are often inherent in our values and decision processes. Social factors include groups (reference groups, aspiration groups and member groups), family, roles and status. This explains the outside influences of others on our purchase decisions either directly or indirectly. Personal factors include such variables as age and lifecycle stage, occupation, economic circumstances, lifestyle (activities, interests, opinions and demographics), personality and self-concept. These may explain why our preferences often change as our situation changes. Psychological factors affecting customer purchase decision include motivation perception, learning, beliefs and attitudes.

Other people often influence a consumers purchase decision. The marketer needs to know which people are involved in the buying decision and what role each person plays, so that marketing strategies can also be aimed at these people. Consumer decision making varies with the level of involvement in the purchase decision. Routine response behavior occurs when buyers purchase low cost, frequently purchase items with which they are familiar.

Limited problem solving occurs when buyers are confronted with an unfamiliar brand in a familiar product category. Extensive problem solving occurs when buyers purchase more expensive, less frequently purchased products in an unfamiliar product category. The Consumer Expenditure Survey collects information from the Nations households and families on their buying habits (expenditures), income, and characteristics. The strength of the survey is that it allows data users to relate the expenditures and income of consumers to the characteristics of those consumers. The survey consists of two components, a quarterly Interview Survey and a weekly Diary Survey, each with its own questionnaire and sample.

Data from the Consumer Expenditure Survey are used in a number of different ways by a variety of users. Market researchers find the data useful in analyzing the demand for groups of goods and services. The data allow them to track spending trends of different types of consumer. Great importance for market researches has also the factor of place. Consumers spend their money on certain products, which can be purchased at different or certain locations.

In this paper, I will try to analyze shopping patterns of individuals. Therefore, I think it would be useful to look at the concept of shopping and find out what makes shopping at malls so popular. If to look around, it is possible to find that shopping malls are everywhere. Along with shopping malls are the numerous people in them. The main reason shopping malls are so popular is that they are very convenient. Most of them include clothing stores, a food court, movie theaters, arcade rooms, and much more.

Not every shopping mall is the same, but they all have the same things. Which are shopping and a place to hang out and cruise with your friends, maybe even meet new people. In addition, shopping malls are for people of all ages, not just teenagers, and for all kinds of different people. When a person goes to a mall in the United States, he or she will find the majority of the people in there are teenagers. The boys usually just want to eat and play video games, while the girls just want to shop and gossip. Many usually do not shop at all; they just want a place to hang out.

Moreover, for most teenagers getting to their favorite shopping mall is not that hard. They have their own car, or a friend with a car. We all know that kids are already preprogrammed to be consumers and the mall can put the final changes on a teen. Teens assume that the goal in life is to make money and spend. Teens in todays society have no burdens upon them. Unlike their parents who have many bills to pay, teens can earn money and spend it on whatever they please.

For example, a teenager lives with his / her parents and goes to school. He / she has no debts to pay such as house bills, car bills, and utility bills. The money that he / she earns has no use but to be spent. Teenager was taught that everything in the world is ruled by money. His / her job that he / she acquired was for me to make money so he / she could buy things.

Therefore, teenager was conditioned to buy products. Teens have been conditioned to buy. There are many ways in why the mall has an affect on the teen. From school to home, teens have learned little of a complex world. Shopping has been introduced to them because the limiting responsibilities they maintain. Teens are known to purchase a lot compared to adults showing why teens are targeted by stores to buy.

A shopping mall brings in a lot of money, with holiday shopping and tourists. If you have ever been in a mall during the holidays, you know how hectic it can get. This applies especially to Christmas. In addition, when the seasons change, sales come with it, as new shipments come in, with new styles.

Moreover, with a shopping mall comes jobs and business. Many businesses hire when the holidays are near, but this is only seasonal employment. Discounts usually come with a job at the mall, so this makes getting a job there more appealing. Many young people want to follow the trends they see on the television, also in magazines, and on the radio. They see commercials with a beautiful model wearing a certain type of clothing and they want to emulate that. The message they get from these commercials is that if they buy a certain type of clothing they will feel better, look better, and just be better.

This message is neither wrong nor right, it is just advertising. So many malls advertise to appeal to the youth and get big business there. They also advertise to the older crowd, the teenagers parents. For mothers there are makeup stores and anti-aging remedies sold, just to make them want to feel younger. Many men are sucked into the hardware section, or the electronics. If a person does not know what to buy as a gift, the mall is the perfect place to go.

There are many gift ideas and prepackaged gifts, like lotion sets or makeup kits. Many would suggest buying a gift certificate so the recipient of the present can choose what he or she wants. Usually, people feel safe in shopping malls, and trust their children to go alone to the mall and be safe. For one thing, it is an enclosed building with security. The security guards ensure safety and promote it, and there are cameras to help aid them. Security guards are even outside.

All this makes malls so popular. In my opinion, the main reason contributing to the success of malls is that malls offer a variety of things to do. A person cannot pick one with out it leading to the other. Even if the mall were crowded, people still would go there.

The one that stands out is the fact that they are convenient. It is easy to stop at one place and not have to waste gas, time, and money going place to place. Many people would agree they would rather put up with a crowd, than to waste time and energy. Therefore, mall is the best place to go, to shop, cruise, or eat out with some friends.

One reason I know why the mall is popular is it is a place to relax, socialize, and shop. Today, leisure time in our society is much different from the way it was twenty years ago. For many people, leisure time does not exist at all. Magazine ads and TV commercials show how technology has affected the way people spend their past time.

Either people are running errands leaving no time at all to relax, or they are most likely spending their past time watching television, playing video games, or surfing the net. The television is now a part of every home. Years ago, a television in the living room was considered a luxury; today a house without a TV is rare. The television is part of our everyday lives.

Many people do not realize how much time they spend watching TV. Young kids...


Free research essays on topics related to: consumer behavior, hong kong, buyer behavior, problem solving, shopping malls

Research essay sample on Shopping In Hong Part 1

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