Consumer innovativeness is often viewed as a personality trait reflecting willingness to change. Innovative consumers are an important market segment for marketers. Revenue from new products adopted by innovative consumers plays a pivotal role for many firms. Successful launching and marketing new products aimed at innovative consumers, therefore, is critical for these firms. A good understanding of decision-making styles of innovative consumers is imperative for these marketing activities.
The increasing process of globalization, coupled with an organization seeking to satisfy the needs of consumers globally, contributes significantly in embracing technology in the marketing process. In addition the marketing strategies are inclined towards reaching not only the targeted segment, but also potential customer that can be captured based on the market forecast of the firm. Therefore, integrating various tools of communication as well as platform of reaching out to a wide range of audience has been embraced by corporate globally. Notably, effective communication is vital in the marketing process (Percy, 2008). On the other hand, reaching out to a wide range of customers or audience in the advertising process in significant important.
helps consumers to choose the product from wide range of similar products, stimulates customers buying behavior. Thus package performs an important role in marketing communications and could be treated as one of the most important factors influencing consumer’s purchase of package, its elements and their impact on consumer’s buying behavior became a relevant
Promotion is one of the important components of marketing mix therefore it cannot be ignored. Promotion is the component that involves delivery of messages i.e. what your company tends to tell its target consumer about the product or service they are offering to target customers that emphasizes the benefits of your brand, products and services. One of the communication tools is advertising which is used in a promotional plan by the companies. Goals of promotion include building brand awareness, creating favorable brand attitudes, gaining market share, inducing buying, building loyalty and growing sales (Kurtz 2010).
In other words, “A marketing manager is responsible for developing and implementing strategic marketing initiatives for a business or business unit. These initiatives are designed to attract new customers and increase the value of and retain existing customers. Tasks include performing market research, developing pricing strategies, and coordinating relevant staff and
Introduction In an era of rapidly growing globalization, marketing managers are faced wide range of challenges and opportunities in developing a suitable marketing plan and strategy for customers of different geography and characteristics. Marketing strategies may contain site for production unit, mode of entry and communication strategies to acquire the customer intention. On the other hand consumers have more knowledge of products and are well aware of variety of domestic as well as foreign products and brands (Huang; Phuan and Lin, 2010). Successful marketing strategies depends upon the harmonization between the product attributes and customer identities like attitude, characteristics, value, life style and social role (Papadopoulos and Cleveland, 2010). Another important challenge for marketing management is to understand the bases on which consumer take decision between different available alternatives (Huang; Phuan and Lin, 2010).
Wang & Yang (2008) found out in their study that COO played an important role in consumers perception towards product from a given country. When buying a branded products, consumers purchase intention was not only be influenced by brand perceptions but COO also had a direct impact. Similarly Karunaratna , Quester &Johnson (2008) found that through COO and brand information consumers simply information processing while evaluating product. In short Country-of-Brand which links the brand with its COO. even though this strong link shapes consumer attitudes and belief, research relating to brand and COO proposed that the influence of a brand can be weak in the occurrence of country-of-manufacture information, For example, study showed that consumer beliefs about household appliance were strongly influenced whenever there was a similarity of brand and manufacturing country-of-origin.
Two important aspects of marketing include acquiring new customers, and the preservation and growth of relationships with current customers. Marketing has always been viewed as a creative outlet, which encompassed advertising, distribution, and the selling of goods and services. Marketing staff will also try to anticipate what customers will want in the future, often being accomplished with market research. In summation, a good marketing plan should be able to create a favorable proposition or series of benefits that a customer can value through goods or services. The marketing mix is normally described as the strategic positioning of a product or service in the marketplace, using the specification of the four Ps.
The ability of the organisation to align its strategies with identified enablers and constraints in their environment are found to highly influence its competitive advantage (Barrett et al. 2001). The resource-based view of innovation, on the other hand, argues that the market-based view of innovation offers a weak foundation for innovative strategies, particularly in dynamic and volatile markets. Instead, it is believed that the organisations own resources, such as its assets, capabilities, routines and knowledge base, may offer a more concrete basis for innovative strategies (Davies and Brady, 2000). Innovative organisations are those that utilise their internal resources to develop unique configurations of resources, thereby building the foundations for successful innovation (Davies and Brady, 2000).
Thirdly, sometimes it affected by reference groups. Then, in the premise of meeting consumer demand for real or potential, and companies also can influence consumption. Therefore, consumer behavior has these features likes diversity, complexity, behavior congruence and navigation that is difficult to understand. What is more, Michael R. Solomon and Gary Bamossy (2010) believed that gender, ethnicity, sexuality, location, nationality and class are the factors which shape a person’s identity. Based on this, according to postmodernism views that identity is far more complex and pay more attention to the individual level (Michael R. Solomon and Gary Bamossy, 2010), this essay will explains the relationship between the need for identity and consumer behaviour by individual level and group level, then discuss the limitations of it in the end.