Consumer behaviour Essay Example | Topics and Well Written Essays - 500 words

Consumer behaviour - Essay Example These characteristics cannot be controlled by the companies; therefore, a need to assess these elements in order to create an effective marketing plan. Marketing plans and strategies would be incomplete without paying much consideration to the customers. Customers will and should always be a part of the agenda in any marketing plan of any company. Because of the implications for profitability and growth, customer retention is potentially one of the most powerful weapons that companies can employ in their fight to gain a strategic advantage and survive in todays ever increasing competitive environment (Lindenmann, 1999). Consumers purchase products and services for the benefits derived from their use. While the study of economics focuses on outcomes, consumer behavior emphasizes the process. Rather than assuming perfect conditions, researchers of consumer behavior explicitly recognize the impact of situational elements on behavior and the variance among individuals faced with the same conditions† Which means that consumers buy products for the benefits they reap out of it, the study of consumer behavior investigates the steps, or the processes involved regarding the decisions made by the consumer (Jobber, 2007). Values are basically the basis of one’s attitude or restriction in attitude. Some examples of values include freedom, pleasure, inner harmony, and happiness. Heroes, on the other hand, refer to icons in the society that may have an impact on people of different levels. Examples of heroes are sports figure or pop culture figures. As stated that heroes may influence consumer behavior through their association with certain products and brands. The same goes with rituals, or symbolic activities commonly performed over and over, such as bathing, tooth brushing, attending to mass, to school, etc. Their involvement on the consumption of consumer products makes them important for consumer behavior. Finally, these symbols are equally important

Change management (organisation) Essay Example | Topics and Well Written Essays - 3000 words

Change management (organisation) - Essay Example To the hopeful it is encouraging because things may get better. To the confident It is inspiring because the challenge exists to make things better. It would be appropriate to distinguish between â€Å"change† and a â€Å"project† right at the out-set. A project is a temporary and one-time endeavor undertaken to create a unique product or service, that brings about beneficial change or added value. (1). A change, referred to in this context, includes a broad array of topics. From an individual perspective, the change may be a new behavior. From a business perspective, the change may be a new business process or new technology. From a societal perspective, the change may be a new public policy or the passing of new legislation. Successful change, however, requires more than a new process, technology or public policy. Successful change requires the engagement and participation of the people involved. (1). For organizations to develop, they often must undergo significant change at various points in their development. Change in organizations occurs when the organization changes its overall strategy for success, adds or removes a major section or practice, and/or wants to change the very nature by which it operates. (2). It also occurs when an organization evolves through various life cycles, just like people must successfully evolve through life cycles. (3). Ackerman (1997) has distinguished between three types of changes:- Transformational Change Also known as Organisational Change it is radical in nature comprising basically a paradigm shift in the organisation and its members. Transformation results in significantly different structure, processes, culture and strategy. Although the concepts and principles of change presented in this paper are applicable to all types of change, the essence of this paper is biased towards Transformational Change in higher educational institutions, particularly Northumbria University. (4). Northumbria University