Essay on Consumer Behaviour

Words: 5984
Pages: 24

MMK266 Consumer Behaviour Research Report | Tiffany & Co. Australia | | | | | | | |

Table of Contents 1. Introduction and the New Consumer Product or Service 4 Tiffany and Co. Australia 4 New product – iPhone case 4 Target Market 4 2. Issues Facing Consumers in Adopting this New Product or Service 6 Sociocultural factor (Facilitators) 6 Attitudes (Facilitators) 7 Belief (Barriers) 8 Decision Making (Barriers) 9 3. Consumer Response to these Issues 10 Profile of interviewing respondents 10 Interviewing Questions 12 Summary of the answer 16 4. Recommendations and Conclusion 18 Pricing 18 Perception map 21 We aim to give customer a perception that Tiffany & Co.’s
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250) indicated that most subgroups always influence the attitudes and behaviours of each other through group norms, social pressure and minority dissent. When exposed to most of the influence, some people are likely to experience substantial conformance pressure that causes it to focus on the majority position. This induces compliance behaviour.
Moreover, Parascandola, Hurd and Augustson conducted a survey which collected information on a huge range of consumer attitudes related to technology, style, and trends. To address the differences in basic descriptive information on product use, the research assessed the level of awareness and use for several brands, they analysed interest in relation to basic demographic variables, such as smoking status, gender, and health status, and in relation to consumer attitudes related to technology and product experimentation. The research found that most people are more likely to rely on their own feeling, then their cognitive and conative factor.

Two negative consumer issues:
Belief (Barriers)
Snyder (1974) indicated that consumers with a low need for distinctiveness and a low need for assimilation were just as likely to adopt the product even as the perceived group size increased. The term self-monitoring refers to the extent to which individuals regulate their behaviours based on external events such as the reactions of other people or based on internal factors such as their own