Consumer Behavior

The manner in which a product is packaged influences customer choice to a large extent. Products which are glamorized and which are likely to catch the eye of the customer are likely to record higher sales than other products of the same nature which have dull packages. This is because most customers, especially first time buyers judge the product from its packaging and more often than not tend to think that beautiful packaging depicts a good product. A superior mind share is established whenever a customer looks at two competing products in a store.

The final choice that the consumer makes could be largely influenced by the appeal, information on the package and branding. Packaging should therefore be considered as a very essential marketing strategy. Packaging increases sales and attracts new customers. Packaging design is now being used as a marketing tool and companies are turning to making more attractive packaging and reducing the advertisement costs. A package that is well designed and attractive will prompt new customers to try the company’s product since as noted earlier; customers take the appearance of the package to be identical to the quality of the contents inside.

Existing customers are retained because the packaging prevents them from going for a competitive product that looks more appealing. Packaging acts as an advertisement tool and a selling agent. It provides the company with the opportunity to advertise their product by writing about the benefits of the particular product on the packaging. The details of the product and the reason as to why it will satisfy the customer’s needs act as ‘a silent marketer’ for the company’s product. The customer can then make his or her decision easily.

The package must however be as attractive as possible so that it may prompt the customers to pick it up and take a look at the product’s features. The customer’s curiosity can be aroused by the shape, the color, texture among others. These features will further serve to identify the product from among competing products. Packaging helps to distinguish a company’s product from others in the same category. In other words, packaging serves the purpose of identifying the product. It is this package that makes the customer go straight to where the product is on the shelf and not pick any other product.

This is the reason why companies should make unique packages that are not likely to be confused with other products and which can easily avoid counterfeits. Packaging protects the product and ensures that it is not affected by environmental hazards such as moisture, dust and smell. Customers would like to get clean products and therefore when the packaging is right, more customers will buy. Leaking or rusty containers and packages will not encourage repeat buying and customers may opt to buy a competitor’s products. Analysis of packaging i) Alton Brown Spice (Australia)

Alton Brown is a spice brand that is likely to sell. This is because it takes into consideration the blind and the visually impaired by providing a braille translation of the writings on the package. This means that it will also appeal to this group of customers who are in most cases ignored. However, the package is a bit dull which may not attract persons with visual capability and hence they may go for other types of spice. ii) Silver Hills Bread (Canada) The Silver Hills bread displays bright and conspicuous colors that are likely to attract the customer from a far.

The cartoon designs may particularly appeal to children who to a large extent influence the purchasing decisions that their parents make. The packages and the names are also unique such that customers can easily identify the brand. This package would increase sales for the Silver Hills bread. iii) Seventh Generation Automatic dish washing detergent (Australia) The Seventh Generation Automatic dish washing detergent is made with no fragrances and chlorine so that it is does not pollute air at home. The green leaf is supposedly used to depict that the detergent is safe for the environment.

Normally though, one could mistake the green leaf to mean that the soap is made from herbal products or even mistake it for a herbicide from far. The detergent is likely to get low sales because the package is not very eye catching. Question 2 Chal from Bangladesh Chal is essentially a word used to refer to rice. Rice is produced in significant amounts in Bangladesh and it accounts for a large amount of income obtained by Bangladesh. Rice takes a central role in Bangladesh accounting for 18 percent of the Gross Domestic Product of the country and takes up 75 percent of the agricultural crops.

Rice fields occupy 10 hectares of land and the main workers in the rice farms are villagers with considerably low incomes. Rice can be said to be affected by stereotypes both positively and negatively. For example, the population of Bangladesh is said to be very high. As a matter of fact, it is the 7th largest in the world with 147. 4 million citizens. This population promotes rice farming as it provides market and laborers. The 10 million hectares of rice paddles require extensive amounts of workers to maintain the rice until it is ready for use.

Bangladesh is rich in culture and communities live in village oriented settings. This promotes co-operation such that more rice can be produced. The Bangladesh population relies on rice for their daily carbohydrate intake. This provides domestic market for the rice. Bangladesh is dominated by Muslims with Hindus following suite. One way in which this stereotype enhances the country is that Muslims often make use of rice dishes which provides market for the rice in Bangladesh. However, this leads to the next stereotype which maintains that Bangladesh is associated with terrorism, Muslim Jihad and the al-Qaeda.

Political violence is also said to be high with cases of suicide bombings and murder being witnessed often. Some of the al-Qaeda are said to have fled to Bangladesh when the Taliban reign in Afghanistan fell. This discriminates against the country as some countries who highly oppose terrorism may not want to import rice from Bangladesh. It also gives a negative image to the country all which serves to spoil future market fro their product. Strategies to reduce negative effects For Bangladesh to reduce the negative effects caused by stereotypes, it must seek to establish that the image painted by these stereotypes may not be true.

If by any chance they happen to be true, the idea would be to try and reduce their effect on the rice trade. Islamist parties are increasingly taking control of Bangladesh. These are the groups that are associated with terrorism and are said to be responsible for the constant attacks on politicians and bombings based on political violence. More banks and non-native Islamic charities are also getting into Bangladesh. These banks and charities are associated with Islamic movements and this has fuelled the Bangladesh stereotype that the country is a terrorist nation.

Reducing or banning these banks and charities could help to reduce the discrimination being felt against Bangladesh. With a more positive image, trade is likely to improve Strategies to conserve positive effects One important thing that Bangladesh should embrace is the preservation of their culture and their co-operation. This would play a big role in ensuring that the country continues to gain from rice farming thus increase income. Preservation of culture and religion will ensure that the people of Bangladesh continue taking rice as their staple food and more so the Muslims.

Care should however be taken to avoid backwardness that may result from completely ignoring other countries’ culture that may affect them. The population does not have to be increased even though it provides labor. This is because with increase in population, more poverty would be witnessed which would not be healthy for the country. Instead, Bangladesh should come up with more advanced technology to ease the work in the rice fields. Cars from Germany Cars manufactured in Germany are said to be of high quality given the technical skills possessed by the Germans.

German cars stand out among other brands and they are made to perfection to give the owners the feeling of luxury. Their most famous brands include BMW, Audi, Porsche, Mercedes and Volkswagen. Even though their cars are expensive, people are committed to buy for prestige and the excellent quality. Germans are considered to be very serious and industrious. They are punctual and highly organized. Their business deals are rarely cancelled due to poor mistakes and failure to meet the required standards. They are also good technicians, a trait that is said to make certain Germans arrogant.

These are stereotypes which work to the advantage of the Germans. They can easily access more customers because the cars produced are expected to be of high quality and they are bound to be punctual in delivering the cars once they are finished. Some say they are too academic, they have no sense of humor and are likely to give more business talk than social talk. However, they are helpful and are very dependable. To a certain extent, this could be good for business. Many businessmen are more likely to engage themselves in serious deals rather than keep cracking jokes and wasting time.

This way, their car business can do quite well. Their days are always packed but when they do get a break they engage in a lot of eating junk food, meat and beer drinking which is why they are usually overweight. The Germans make use of other people to do the dirty work for them while they take the lighter duties of polishing the cars and finalizing the sale deals. These are negative stereotypes that can work against the German car business since stereotypical people are likely to discriminate against them for other cars from other companies.

Since the majority of autoworkers they employ are low income earners, questions are raised as to why they do not pay them enough yet they get so much. Strategies to reduce negative effects Most of the negative stereotypes against Germans seem to be inclined towards their physical attributes. People tend to associate people who eat and drink much with poor performance. This is more so if they are overweight. However, this problem can be overcome by proving that one is as effective as the others.

It does not mean that they are lazy and therefore they should work hard in order to show that their physical attributes do not affect their work. The Germans working in the car industry can also try to be more sensitive to their employees and pay them better wages. This way they can be satisfied with their work and promote the achievement of better results. Strategies to retain positive effects So as to retain the positive effects and continue promoting their cars, Germans should continue aiming for higher education and acquire more technical skills and knowledge to improve the quality of their work.

Their aim should be to produce even better cars that will appeal to the customers. Their industrious nature should not be changed and there is need for their punctuality to be maintained. Germans have the advantage of being friendly and helpful, a trait that they can use to promote business since customers are more pleased when they are treated with care. In doing this, they should try to adopt a less serious look so as to effectively communicate with customers and close deals much easily. Word Count: 1929 Bibliography

Anderman, Phillip, Economy of Asia: Pakistan and Bangladesh. China: Lulu Publishing, 2006. Avery, Michael, Efficient Marketing Tools. New York: John Wiley and sons. Reuters. Facts on Bangladesh Politics,” Reuters, August 5, 2006 Rehadzo, Mills, Stereotypying: A focus on several communities. London: Cengage Learning, 2000. Smith, Folley, Auto Industry in Germany. The Daily Mirror, February 19, 2003. Stewart Bill, Pira International. Packaging as an effective marketing tool. New York: CRC Press, 1996 Thomas, Michael. Gower Handbook of Marketing. Gower Publishing, Ltd. , 1995

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