Consumer Behaviour Essay Example | Topics and Well Written Essays - 2000 words

Consumer Behaviour - Essay Example fit is the image that customer develops in his mind about the brand and the way in which that image influences the customer to go purchase the brand. It is important for the customer to draw some connection between the kind of person he is and the kind of brand that is being promoted. (Onkivist, 2008) Red-bull’s an energy drink which promises extreme energy. It’s tag-line is â€Å"it gives you wings†. The kind of promotional campaigns that the brand pursues involves a lot of adventure, car racing, games, etc. It’s brand identity has been built around cliff driving, ice-skating and street contests. Mother energy drink on the other hand is promoted with the following tag-line â€Å"right-hook to laziness, a smack in the face of slackness†. The brand logo on the coke can is gothic and the brand has been promoted as an all-natural drink. Given these kind of promotional tactics that red-bull and mother energy command there are various social characterist ics in people that influence consumers to consume Redbull and Mother energy drink. Schiffman, Bednall, O’Cass, Paladino, Ward & Kanuk (2008) may have had the right definition of consumer social character. They look at it as a personality trait of the consumer that ranges from inner-directness towards outer-directness. The consumer’s whom it refers to as ‘Inner-directed consumers’ are those who determine value of a brand by oneself. This is as opposed to by others. Inner-directed consumers are not easily influenced by others and also known as consumer innovators as consumers evaluate new products on their own. Other-directed consumers are easily influenced by others and are likely to be followers as consumers tend to look to others for opinions. Groups and social networks also have direct influence over the... This paper talks about two brands: Red Bull and Mother Energy Drink. The niche in which these brands compete is carbonated soft drink and it is a very narrow niche. Red-Bull is an Austrian brand that was first introduced in 1987. It is available in 120 countries all over the world and is widely regarded as the world’s number-one energy drink. Mother Energy drink is a brand of Coca Cola and was first released in Australia. It was introduced Australia in 2006 when Red Bull and V energy drink commanded 94% share in the market. The paper will compare and contrast how consumer social characteristics, their need for uniqueness and how being a visualizer or being a verbalizer affects consumer perception of the brand followed by a conclusion towards the end of the paper. The primary focus of the paper will be on how these three dimensions influence consumer behavior. According to Kotler (2010), consumer behavior is an enigma for marketers all over the world. Countless number of strate gies and approaches has been designed by marketers to understand the reasons behind why buyers choose a certain product over another similar product. However, a concrete model or method describing consumer behavior which guarantees a positive response from the buyer in the form of purchases or repeated purchases is yet to be formed. Both Red Bull and Mother are branded in different ways and create different impressions on the minds f the consumer. Likewise they will influence the consumer decision to purchase the brand in their own ways.

On DVD1 clip 7.5 you hear Devyani Sharma talking about her study of Essay

On DVD1 clip 7.5 you hear Devyani Sharma talking about her study of variation and change in London Punjabi English, and in clip - Essay Example Podesva on the other hand studies a gay medical student in clip 7.6 with contained extracts from the interview. Podesva discussed how to pronounce different consonant sounds. He focused on falsetto speech in his research project through the telephone that produced a low quality of sound as compared to Devyani’s clip. Devyani Sharma: DVD 1 Clip 7.5 Focusing on certain linguistic aspect such as retroflex /t/ as meters of social changes, Devyani expect individuals born in Britain would not use the pronunciation as Indian speakers in the second generation. The slight difference is noticed among the old and the younger generation in addition to male and female speakers. She urges that, individuals lifestyle should be included in the information even if they are narrow-minded or do more of their interactions out of the community. This will enable them understand the relative complex patterning of their language. This is because the linguistic variables are important in the use of th e language to the culture of the Punjabi in association with the retroflex /t/ (Horacek 2010, p. 91). The pronunciation of retroflex /t/ in the South Asian was as a consonant just as in the Punjabi language spoken in Asia. The tip of the tongue curls back and touches the ridges of the tooth behind the teeth. 35percent of the speakers of the first generation according to Devyani used a stereotyped English of Apu who were the Indian immigrants in the Simpsons. 16percent of the second generation used less of this retroflex in their speech. Since language is believed to be changing with time, the gradual process took place due to the families immigration hence children acquire it through the lineage (Lieberson and Kloss 1966a, p. 66; 1967, p.79). This second generation tends to use the retroflex more often as compared to their parents in the recent research for example in beginning of a word as seen in tea and toffee. This is because of phonetic quality that requires the word to be pron ounced with energy to give its real pronunciation. Podesva Podesva: Clip 7.6 He focused on individual speaker style of speaking. He had much interest on falsetto as an aspect of differentiating gay’s speech sounds. He later extended the research to the social group hence associating it with the way they speak. His particular attention is tense on how falsetto varies and contrast across; social meanings of falsetto and how these specific features of the speaker’s conversation in communication may be pinched from the identity. In the clip 7.6, he closes the interview with example that illustrates Heath use of falsetto. Eliza whom he talks to is not clear since background voices interferes with the conversation (Journal of sociolinguistics. 2008, p. 13). The conversation according to Podesva’s interview runs offset to audience expectations of what would be speech of heterosexual man since the speech creates Heath’s personality where Podesva has employed the use of the word dear as expression. Heath: No you want me to do anything, dear? Eliza: No just to stay and be pretty. Heath: (Laughter) you know that’s my job. Eliza: Yeah Heath: Oh, cool. I like it! I am so excited about your little vent thing. Eliza: I know. Isn’t it awesome? It’s such a cute little outfit Heath: it is. I really like it. (Podesva 2007. vol. 11, no.4, p.504.) The phonetic height created from Podesva’s analysis expresses the resource harness served by falsetto in the persona identity. From the conversation citation, the persona