Shaping Marketing Decisions Based on Consumer Behavior Essay

Shaping Marketing Decisions Based on Consumer Behavior - Essay Example It is important to note that the buying process originates in the mind long before a customer has made a conscious effort to make a purchase, and such a decision shall be affected by personality and social-cultural factors (McKenna 2000). Consumer behavior thus is a study that attempt to assess why consumers buy where they buy, the influence that affects their purchase decision, how they view your products or services relative to those of your competitors, and most importantly, why they should stick to your products in the face of a market awash with similar products and services from your competition. It also involves an assessment of the attitudes that consumers have towards a service or a product and the role that they play in their households, as this shall affect their purchase decisions (Lele 1002). Consumer behavior is both a dynamic and complex process. It is also multidimensional and tends to greatly impact on all the marketing decisions of a firm. An evoked set is that subset of brands within a product category that is often considered by individuals when they wish to make a purchase (Campbell, 1969). Given that there is a large number of brands that are contained in each of the individual product categories, consumers thus resorts to the use of evoked sets with a view to making their purchase decisions easier. From a consumer's perspective, an evoked set could as well be regarded as an awareness set made up of particular brands within a product category that a given set of consumers are aware of (Narayana & Markin 1975). In other words, an evoked set could be viewed as those handful of choices that will often pass through our minds when we are just about to arrive at a buying decision. For instance, when someone is purchasing say, a personal computer, such brands as either Sony or Dell may come to mind. In this case, this is an evoked set. For a marketer, it is crucial that his/her products be aligned so as to constitute a valid evoked set in the minds of customers. This is all about creating a brand image of your products and services that appeal to the market. According to Lele (1992), only those brands that form an evoked set within the consumers' minds get to be purchased. Lele Further opines that if a brand or supplier is not part of an evoked set, then such a brand will either be rarely purchased by a consumer or be ignored altogether. A majority of consumers' evoked sets have at most five differing brands. Consequently, it often becomes quite tricky to have more that a similar number of firms having a widespread acceptance as being distinguished and exceptional. Owing to the multiplicity of opinions, it would not be easy to have to say, three firms or brands being a part of the perception of quite a sizable proportion of the consumer market. Due to this, most of the marketers for packaged goods often fight viciously to obtain a share of the consumers' mind, and hence their attention. When a firm fails to familiarize itself with a buyer groups' evolved set, then the achievement of its overall strategy through the use of differentiation is jeopardized (Lele 1992).  

Following the publication of the Government's Sexual Violence against Essay

Following the publication of the Government's Sexual Violence against Children and Vulnerable People Report in July 2013 Using - Essay Example This paper seeks to analyse the SVCVP report as it was presented in July 2013. In view of this, it will highlight main features and the trends that have been realised in the operations as per the concerns of the different stakeholders involved in its implementation as well as future proposals. A few groups have been noted to champion the liberation of children from sexual pests. Some of these are; The National Group, Department for Children, Local Safeguarding Children Boards (LSCBs), Department of Health (DH) and other trusts that make sure that the children would be safe. Ministerial Statement The statements as were addressed by the Minister of State for Policing and Criminal Justice indicates that the government was truly involved in the operations on implementation of the act. His statements on the severity and obscenity of the violence meant to insinuate that it affects everyone in the society. Much as different societies have different cultural beliefs, issues relating to sexua l matters are purely universal. The statement that political issue can never handle the matter fully sends the idea that this is an issue that should be handled at the ground levels. The ground levels as proposed by Leach (2003) include all the socialization agents namely the family, school, church, mass media and peer groups. This is because sexual violence takes place in different forms and should therefore be understood by the different social groups in the society. Other violence oversight groups as indicated above have a role to play in mitigation of the rights of young children in the society. Sexual matters are of grievous concern and they also have a historical bearing meaning that the different agency groups mentioned may try to reach the grounds upon which these vices are created and developed. From an analytical perspective, it is therefore sound to intertwine the knowledge observed by the ministerial statement to the works of Friere (1998). It was indicated that lack of a co-ordinated and inclusive action by the society will render the actions of stopping the unethical practices void. Review of the National Group The national group was a collection of experts in policy making that was brought together and tasked with the work of looking into the history of matters related to child abuse. Why was formation of this group necessary? According to the observations of Francis, Skelton and Archer (2002), every matter that touches on a need for social change requires a homogenous approach. It would be better, in their perspective, if this approach is a co-ordination from the national centre. The co-ordination would create an integrated approach to the matter bearing in mind the different socio-cultural differences. From the report, there are other programmes that had been set over the years to try and tackle the issue at hand. This means that the national group had a very important uniformity in responding to the distress calls from the different parts of the country. From the works of the group as indicated in the report, big progressive steps have been taken in addressing matters of sexual violence from the traditional perspective to the emerging issues in the same field. The emerging trends, as has been recently stipulated by Bauman (2001) refer to the perpetrators devising repulsion