The Sociological Understanding Of Consumer Behaviour

Introduction Consumption is a universal process that we all take part in, regardless of class, status or gender. Understanding how consumption is made possible is a key sociological question. The concept and foundation of consumption can often simply be understood as an individual consumers’ buying behaviour process (Foxall, 1983). Limiting the concept of consumption to this finite understanding only hinders the plethora of symbolism and layers of meaning that can be analysed in contemporary consumer behaviour. Throughout this essay, I will analytically assess how consumption is made possible by focusing on the sociological understanding of consumer behaviour. I will do this by analysing three key areas. Firstly, I will discuss how products can hold a symbolic values that will allows consumers to create and sustain their self-identities. Secondly marketers will be shown to use this symbolism by employing emotional work and playing on brand identity in order to shape consumer behaviour. Finally, I will culminate the assessment by asserting how a consumers’ social and cultural consumption behaviour can be affected by ing behaviour. I will conclude by sustaining the argument that understanding consumption from a sociological perspective is significant as it provides a deeper understanding of contemporary consumer behaviour. The idea of symbolic consumption In understanding how products hold a symbolic value Mach (1993) asserts how the construction of aShow MoreRelatedConsumer behaviour theory is all fine and well, but has nothing to tell us about how consumers act in real life1037 Words   |  5 Pagesï » ¿Ã¢â‚¬ËœConsumer behaviour theory is all fine and well, but has nothing to tell us about how consumers act in real life’ In the current state of understanding consumer behaviour attitudes are core concept in gaining knowledge of people’s personalities, behaviour and choices they make. In other words answering the question - â€Å"Why do people do what they do?† Along with beliefs and identity they are main factor impacting on individual’s life since everyday choices are made embracing a certain attitudeRead MoreThe Ground For Low Brand Trust Essay1518 Words   |  7 Pagesis the willingness of the average consumer to rely on the ability of the brand to perform its function stated, as defined by Chaudire and Holbrook (2001, p. 82) as cited in (accuracy, 2015). This essay follows Lohmann’s (1979) sociological theory of trust, which views trust as a function of experience and high perceived risk. As cited in (Yannopoulou, Koronis, and Elliott, 2011). Brand trust its self can be described simply as a promise in which the consumers choose to trust, and that makes theRead Mor eEssay on AirAsia Consumer Behaviour3333 Words   |  14 PagesPsychological drivers of Consumer Behaviour 2.1. Motivation 2.1.1. Hierarchy of needs 2.1.2. Means-end chain 2.2. Perception 2.3. 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In the essay I will discuss the notion of deviance and will demonstrate that people do not become deviants on the strength of their behaviour alone, but by the sanctions of a society whose norms that the offender has deemed to have violated. I will examine approaches to deviance through biological, psychological and sociological methodologies and while the examination of theRead MoreEffect of Brand Image on Consumer Purchasing Behaviour on Clothing:1579 Words   |  7 PagesAlvarez, B. A Casielles, R. V. (2005). Consumer evaluations of sales promotion: The effect on brand choice. European Journal of Marketing , 39 (1), 54-70. Arnould, E., Price, L. Zinkhan, G. (2004). Consumers. New York: McGraw-Hill. Assael, H. Keon, J. (1982). Nonsampling vs sampling errors in survey research. Journal of Marketing, 46 (2), 114-123. Atilgan, E., Aksoy, S. Akinci, S. (2005). Determinants of the brand equity: A vertification approach in the beverage industry in Turkey

Risk of Entry by Potential Competitors in Fast Food Industry Free Essays

6. The common sense of principle that defines the generally observed relationship between demand, supply, and prices: as increases the price goes up, which attracts new suppliers who increase in supply bringing the price back tom normal. However, in the marketing of high price (prestige) goods, such as perfumes, jewellery, watches, Cars, Liquor, a low price may be associated with low quality, and may reduce demand. We will write a custom essay sample on Risk of Entry by Potential Competitors in Fast Food Industry or any similar topic only for you Order Now Demand is how much desire consumer have for de product or service is available . When demand is great and supply is low the price of a product or service increase when demand is low and supply is great . The price of a product or service decreases. The effect on price is the quantification of supply and demand. Demand in many instances is driven by disposable income and free time. Henry ford recognized this in increasing the wages of his workers and decreasing their work time. 8. Relationship between risk and return The relationship between risk and return is a fundamental financial relationship that affects expected rates of return on every existing asset investment. The Risk-Return relationship is characterized as being a â€Å"positive† or â€Å"direct† relationship meaning that if there are expectations of higher levels of risk associated with a particular investment then greater returns are required as compensation for that higher expected risk. Alternatively, if an investment has relatively lower levels of expected risk then investors are satisfied with relatively lower returns. This risk-return relationship holds for individual investors and business managers. Greater degrees of risk must be compensated for with greater returns on investment. Since investment returns reflects the degree of risk involved with the investment, investors need to be able to determine how much of a return is appropriate for a given level of risk. This process is referred to as â€Å"pricing the risk†. In order to price the risk, we must first be able to measure the risk (or quantify the risk) and then we must be able to decide an appropriate price for the risk we are being asked to bear. How to cite Risk of Entry by Potential Competitors in Fast Food Industry, Essays

Hotel Reformation Procedure for Maintenance- myassignmenthelp

Question: Discuss about theHotel Reformation Procedure for Maintenance. Answer: Introduction:- The variability of distribution of electronic media channels led to the new challenge of ownership of customer. Travellers have the option of search and book the hotel and boarding in social and electronic media (Murphy et al., 1996) now days. Customer satisfaction scale is crucial for sophisticated and extensive customer loyalty in the typically maintained hotel chains. Future success in the hotel sector would depend on the ownership, maintenance and improvement of customer associations through online direct channel. The Protea Hotel is popular Hotel in the perspective of Africa. The Hotel is losing its priority and expectancy day by day. Marriott Lusaka appoints me as new general manager of Protea Hotel. Now, I am trying to nullify the problems and adversities related to improvement of Protea Hotel. The strategic management of stressed hotel required to drive customers towards attractive opportunities (Jayawardena, 2000). Distribution of budget management of hotel implies having access to the proper systems, expertise, service budget and increasingly data management. The yield management is going to be my major concerning field of experiment. Historical Research and Target to Resolve of Problem:- As a new general manager of Protea hotel, I would check the register books of booking and servicing as well as evaluation output from the customers tabulated in the time period of last manager of hotel. I found many low-star ratings due to poor services. Major reasons are the technical and mechanical issues, unavailability of time-to-time services from the taxes, payment complexity and security problems. I would like to resolve the problem by strict reformation driven by data analysis. The sample survey in the face-to-face interview process in the target population (pilot survey) would help to take responses from the interviewees (Gil, Jimnez and Lorente, 2001). The responses would help to generate quantitative and qualitative variables and after analysing the data, decisions for reformation of hotel are made. Aim of Reform by Observation:- The aim of hotel management is mainly to improve the brand value of Protea hotel. It could be incorporated by aiming several issues. Formation guidance and coordination of different types of studies, knowledge and graduate studies is needed in the field of Food Management, Hotel Management, Catering skills and crafts. To raise the standards, growth, efficiency and overview of the hotel in public and online portals (Chung and Law, 2003). To gather, diffuse and disseminate statistical and commercial information, hampering the industry and travel agencies to take appropriate measure. To acquire, take-over and apply for the purposes and objects of the association of hotel management. To increase the safety of guests of the hotel. To obtain the maximum possible return on investment. To maximize the availability and reliability of all the assets and to extend the useful life of assets. To increase the operational efficiency of facilities and enhance the customer satisfaction. To ensure operational readiness of all mechanisms and equipments such as WiFi, lift, breakfast availability and luxury orientation such as TV, AC are required for emergency use all times. To save energy expenditure in terms of electric bill is necessary. Methods of Reform:- Hotel managers are responsible for managing employees and for policy making, planning, marketing, coordinating and administering hotel services such as catering and accommodation facilities (Worsfold, 1989). He or she maintains statistical and financial records as well as recruiting, training and monitoring staffs. Besides, manager has a valid role in meeting and greeting customer, dealing with customer complaints and comments, supervising maintenance, supplies, renovations and furnishings. The previous manager of Protea hotel was unable to deals with contractors and suppliers in a handy manner. Manager was not able to sort out the compliance with licensing laws, health, safety and other statutory regulations. Besides, he or she was not able to set and achieve sales and profit targets appropriately. Managers lack of performance made the popularity of hotel downfall. After joining the new hotel, I would like to collect the responses from customers, employees and staffs according to the questionnaire that I prepared for enhancement of the hotel. I skilfully would analyse the data and test the significant factors regarding hotel management strategies. I will take measures to improve the significant factors. Managing budgets and financial plans as well as controlling expenditure is essential for improvement of hotel. My focus would be towards regular inspection of property and services. After analysing sales figures and devising marketing and revenue management strategies, I would promote and market the business. Appropriate planning of work schedules for individuals and teams of hotel employees is beneficial for smooth run of events and conferences. Data Collection Process:- For gathering data, I am going to make a questionnaire and a small group of hotel staffs of strength 2 or 3. They would tabulate the responses delivered by customers, hotel employees and management authority. In the interview process, the data should be collected. Opinions of interviewees are perceived in the Likart scale where qualitative data responses about possible decision taking about reformation of the hotel are labelled from 1 to 5. It is the first interview part. The second part of the questionnaire process, the aim is to gain data about the demographic background of the respondents. The questions regarding customer service could be the determining factors behind reformation of Protea Hotel. The questions should be close-ended as much as possible. What is your commitment level with the service of hotel? What is your career prospect with the hotel? What is your economic social status? Are you happy with hotel service? Is the service provided by Protea hotel affordable? Is the commitment fulfilled in the hotel service? Is the technical and machinery facility good at hotel? Assumed Hypothesis:- Some hypotheses are established and would be tested in the study. H0: There is an association between customer satisfaction level and customer loyalty (Nasution and Mavondo, 2008). H0: There is no positive relationship between number of hotel staffs and hotel service quality. H0: There is no significant decision between stakeholders intervention and legal procedures of maintaining a reputed hotel. H0: There is a significant relation between social status of the customers and frequency of their yearly accommodation in the hotel. H0: There is a positive association between energy consumption and machinery-technical management in the hotel? Data Analysis:- The present study is a descriptive study designed to test some working hypothesis. Therefore, for analysis, ANOVA, Post Hoc test, coefficient of correlation, two independent sample tests (t-test) and multiple regressions were applied to the respective objectives (Johns, Howcroft and Drake, 1997). Frequencies and percentages were used to display the distribution of responses delivered by interviewee. Responses for closed-ended questions were reported by frequency and percentage. We could show the descriptive statistics of research objectives. ANOVAs were applied to detect the relationships and significant differences within the sample study. Additionally, pair wise comparisons were performed. We applied SPSS and MS Excel for results in the form of tables and graphs. Advantages of the Method:- Total responses of 140 interviewees were collected among which we have taken into amount of 115 complete responses. The rate of survey is as per expected. Work experience was deemed crucial by all recruiters, especially when the closely aligned with the companys hotel management segment. The interview guide helps to establish a behavioural guideline to the respondents. Interview method involves appearance, attitude and personality to focus their responses. Lodging representatives in the areas of communications, customer service and general operations knowledge are totally revealed in the interview process (Hwang and Chang, 2003). The issues related to staffs dissatisfaction is related to low compensation, lack of promotion and poor work conditions. We can sort out the factors regarding dissatisfaction by face-to-face interview method. The conclusions extracted from collected data in interview-process support customers and entry-level employees, promoting a positive first impression a nd overall successful experience. Conclusion The present study is conducted to determine the work development of Protea hotel driven by managerial aspect. Perception of hotel industry influences its renowned tag. The staffs professional attachment with the customers approves the clean chit of bad service. Appropriateness, content validity and software clarity suggested the success pilot testing by sample survey techniques. The analysed data and tested hypotheses interpret the significant factors regarding improvement of hotel. As a general manager, I should focus on these facts and take necessary measures of reformation. The descriptive statistics of time series data of hotel booking and services as registered in previous managers management period would help to pick up the lack of services and eliminate them. The optimization of profit and hotel revenue would make my strategy and planning fruitful. References Chung, T., Law, R. (2003). Developing a performance indicator for hotel websites.International journal of hospitality management,22(1), 119-125. Gil, M. A., Jimnez, J. B., Lorente, J. C. (2001). An analysis of environmental management, organizational context and performance of Spanish hotels.Omega,29(6), 457-471. Hwang, S. N., Chang, T. Y. (2003). Using data envelopment analysis to measure hotel managerial efficiency change in Taiwan.Tourism management,24(4), 357-369. Jayawardena, C. (2000). International hotel manager.International Journal of Contemporary Hospitality Management,12(1), 67-70. Johns, N., Howcroft, B., Drake, L. (1997). The use of data envelopment analysis to monitor hotel productivity.Progress in tourism and hospitality research,3(2), 119-127. Murphy, J., Forrest, E. J., Wotring, C. E., Brymer, R. A. (1996). Hotel management and marketing on the Internet: An analysis of sites and features.Cornell Hotel and Restaurant Administration Quarterly,37(3), 70-82. Nasution, H. N., Mavondo, F. T. (2008). Customer value in the hotel industry: What managers believe they deliver and what customer experience.International Journal of Hospitality Management,27(2), 204-213. Worsfold, P. (1989). A personality profile of the hotel manager.International Journal of Hospitality Management,8(1), 51-62.