Apply The Theory Of Consumer Behavior To Tea Drinking Marketing Essay

Apply The Theory Of Consumer Behavior To Tea Drinking Marketing Essay With the deepening of research on consumer behavior, people more and more profoundly realize that consumer behavior is an integral whole, is a process, and obtaining and purchasing are just a stage of this process. Therefore, the study of consumer behavior should investigate and understand the evaluation and selection activities of consumers before the obtaining of products and services, and whats more, attention should also be paid to the activities of the use and disposal after the obtain of the products (Elizabeth, 2009). Since consumer behavior is important, research on the theory of consumer behavior is necessary. In a narrow sense, consumer behavior only refers to purchase behavior of consumers and the actual consumption of consumer data. In a broad sense, consumer behavior not only comprises some decision-making processes, which refer to various actions that consumers take for the demand and dispose of consumer goods, but also includes a serious of complex processes, such as t he obtain of consumption revenue (Leon, 2007). Both theory of central place and model of space interaction regard the consumer group activities as the research object. Theory of central place assumes that consumers will tend to a recent center that can provide goods or services, which accords with the agent of economic-man. According to the theory of central place, consumers are intellectual in saving cost and maximizing their utility. Model of space interaction regards that consumer behavior is closely linked to the reaction of center attraction and the competition among other center systems. In real life, purchase decision-makers, buyers, users of the same goods or services may be the same individual, also may be different. Consumer behavior is closely related to the exchange of products or services (Bruce, 2009). In the condition of modern market economy, enterprises research on consumer behavior focuses on establishing and developing long-term exchange relationship with consumer s. In order to earn more profits and make a long-term development in the fierce competition, enterprises should firstly need to understand that consumers are how to acquire products and services, and they also need to know that consumers are how to use products and products are how to be treated after the use. Consumers spending experience, mode and feeling of disposal old products can have an impact on the next round of consumers purchase, in other words, it can directly influence the long-term exchange relation between enterprises and consumers. There are many factors that can have an impact on consumer behavior, and this article will just introduce some main factors (Laura, 2009). The first one is cultural factor. Culture is the basic factor of desires and behavior of human. Different culture can generate different social strata. Due to the diversity of value, consumption, aesthetics and habits of different social strata, they have different ways of choosing pattern, quantity, qu ality, design requirements of products. Consumers of each stratus have their shops and products of adapting themselves. The second one is social factor. Social factor refers to related groups, character and position of family and individual. In purchasing behavior, consumers often use the most general consumption concept and consumer behavior to regulate their own consumption behavior, so related groups around consumers especially their family and good friends have a considerable influence on the purchasing behavior of consumers. The third one is personal factor. Purchasing decisions of consumers are affected by their individual characteristics, such as age, occupation, economic status, lifestyle and self-concept. The fourth one is psychological factor. The psychological factor concludes demand and motivation, consciousness, learning and memory, attitudes. These factors not only affect and in some extent resolve the decision-making behavior of consumers, but also can has enlarging o r inhibition effect on the external environment and marketing stimulation. 2, Apply the theory of consumer behavior to tea drinking With the improvement of living standards of residents and the changes in the concept of consumption, tea drinking has transferred from the former life luxury to daily necessities of life. More and more consumers choose tea drinking as their main drinking, instead of other drinking. There are many reasons responsible for this phenomenon, and the main reason is that great changes have taken place on purchasing behavior of consumers. A serious of factors that influence consumer behavior can have an impact on tea drinking (Natalie, 2009). The first aspect is the change of cultural factor. With the change of value and consumption of consumers, more and more consumers choose tea drinking. Natural, healthy, natural regression has become the main health consume trend that more and more consumers pursue. The reason why tea drinking suddenly fire arises is that it meets the consumers needs, and the consumption way of tea drinking meets the requirement of modern way of life. The characteristics of tea drinking can be summarized as three low: low calorie, low fat and low sugar. Natural, thirst, healthy, refreshing, tea drinking is more thirst than carbonated drinks, and is more pleasant than water drinking. Tea drinking is not only elegant, lingering fragrance, rich in health care, bur also has the function of nutrition, health effect and thirst quencher. The second aspect is the change of social factor. If some consumers like the tea drinking, they can affect the related groups, and the last outcome is that some relevant consumers choose tea drinking. The third aspect is the change of personal factor. One of the reasons that tae beverage began to sell lies in that the income level of young consumers has an improvement in recent years. With the increase of disposable income of the younger generation, most consumers regard that bottle beverage is more expensive, but they feel more smart, fashion. People with the characteristics of pop, fashionable and fancy will more choose the consumption of tea drinking. The fourth aspect is the change of psychological factor. Brand loyalty has a lot to do with the consumer behavior of tea beverage market. Due to brand loyalty, consumer behavior can have positive effect on tea drinking. Once consumers like to drink some tea drinking, they will choose the same tea drinking under the effect of brand loyalty. Another reason that more and more consumers like tea drinking is that health consciousness of people has risen. In the past carbonated drinks like cola drinks occupy the absolute superiority in the cool and refreshing beverage market, and drinks with high sweetness are popular in the non-carbonated drinks. The reason is that people think that since purchasing, the higher the nutrition has, the more cost-effective it is. With the lifestyle of high-income people gradually European, people start caring about their weight. Because people pursuit vogue weight as a fashion, tea beverage of low sweetness is reasonably to be accepted by people. People with the characteristics of the pursuit of good figure tend to consume tea beverage. Undoubtedly, it is precisely because tea beverage meets the function and psychology demand of contemporary consumer that it develops so quickly in such a very short time. Consumer behavior has an impact on purchase behavior of consumers, which directly decides the demand of tea drinking. Therefore, consumer behavior has a great influence on the development of tea drinking. 3, Impact of theory on marketing strategies for tea The foundation of marketing decision-making is the research on consumer behavior, which is inseparable with the marketing activities of enterprises. The establishment of marketing strategies for tea is not an exception, and it will be affected by the theory of consumer behavior. The research on consumer behavior has a very important significance on improving the level of marketing decision-making and enhancing the effectiveness of marketing strategies. Consumer behavior can have an impact on drinking behavior, which influences the formulation of marketing strategies for tea, such as advertising and drinking environment (Lee, 2007). On the one hand, there are many kings of tea, if enterprises want to accepted by consumers and establish brand loyalty, it is necessary to emphasize brand image and brand management. Through the research on consumer behavior, enterprises can understand each index of various brands, such as visibility, buy/usage, loyalty, conversion and reputation. Based on understanding image, status and evaluation of each brand in the consumers, enterprises can make better brand development strategy. Tea has many different types, such as green tea and black tea, and different types should lay out different marketing strategies in order to attract more consumers. On the other hand, because people pursuit vogue weight and some consumers pursue nutrition, it is necessary to make market segmentation in the tea beverage market. Market segmentation is the foundation for the formulation of marketing strategies. The purpose of marketing segment for enterprises is to find target markets which are appropriate for themselves. According to the demand of target markets, tea enterprises can formulate targeted marketing plans, in order to more fully satisfy the unique needs for consumers of the target markets (Norton, 2006). Through the effective market segmentation, tea enterprises can divide different consumers into different consumer groups so that they can imp lement efficient marketing strategies to meet the needs of different consumers. In the process of enterprises development, every enterprise has to develop new products in order to meet the needs of consumers. In the course of implementation of new products, tea enterprises can take marketing strategy that every consumer can drink free of charge in a certain period of time so that consumers can accept the new product better. Besides, tea enterprises can give tea of small packing to consumers. Tea enterprises can develop new products according to understanding the needs and desires of consumers and the evaluation of various products attributes. It can be said that the research on consumer behavior is an important source for the design of new products, and meanwhile it is also an important way of testing new products of various factors, such as performance, packaging, taste, color, specifications, which can be accepted and in what ways it should be further perfected. The aim of the dev elopment of new products is to obtain more market shares and meet the needs of different consumers. Natural, healthy, natural regression has become the main health consume trend that more and more consumers pursue, so tea enterprises should blend this trend into their advertising and marketing strategies (Eric, 2004). Consumers regard tea drinking as a fashion, so advertising and marketing strategies of tea enterprises should add fashionable element so that consumers can accept it easily. Through the study of consumer behavior, tea enterprises can understand the way that consumers gain information, the attitude and evaluation that consumers treat advertising and promotion of enterprises, so that tea enterprises can set up set up reasonable and effective advertising and promotion strategies. 4, Statistics on Tea consumption in China According to introducing of tea industry insiders, tea beverage is the fastest-drinks in Europe and America in the 1990s, and it is regarded as a beverage of new era. In Taiwan and Japan, tea beverage has become the first biggest drink variety, and 95% of beverage enterprises in Taiwan produce tea beverage. In recent years, the development speed of tea beverage market in China has exceeded 300%, and tea drinking has become the third drinking after carbonated drinks and bottled drinks, increasing rapidly. According to tea consumption in China, readers can find that the development of tea consumption is China is fast. With the passage of time, the consumption will continue to become larger. The following form is the tea consumption in China in recent years (internet data): year Output(tons) Revenue(billion yuan) 1984 0.66 3.3 1990 1.7 4.4 1995 6.9 23 1996 9.4 35.2 1997 10.5 41 1998 11.6 45 1999 13.5 54 2000 14.4 55.5 2001 15.5 58 2002 17.5 65 2003 20 70 Form the above form we can find that with the improvement of living standards of residents and the changes in the concept of consumption in China, tea drinking has transferred from the former life luxury to daily necessities of life, and Chinese consumers have more and more tea consumption. 5, History of Lipton Tea Lipton is the largest tea brand in the world. It not only represents the tea experts, but also stands for an international, fashionable, urbanization life. Lipton has remained superior quality and aromatic delicious of successive generation for more than 100 years (internet data). With its bright yellow Lipton delivers its purpose to the world: natural light, vigor and good fun. Mr. Thomas once went out to travel and reached Ceylon, a famous tea production area. British people like Ceylon tea very much, but due to the high price of drinks, only few people can enjoy it. Lipton sensitively realized that if he can make the tea enter the mass of everyday life, it will become a good business. Lipton was founded by Mr. Thomas in 1871. In 1890 he officially launched Lipton tea in Britain, and his slogan is direct from tea garden to the tea pot. In 1892, Lipton began its globalization movement. It firstly opened its factories in the United States, and then ran its branches in India, entering the far eastern markets. In 1898, Lipton was conferred dignity by queen, winning the reputation of the king of tea. 80 years after the old Lipton beginning its global expansion of Lipton brand, the history of Lipton occurred qualitative change, and the unilever, the most famous global individual consumer group bought the entire Lipton brand. Since then, Lipton boarded this global ship of unilevel and started its more powerful expansion. Combining the marketing experience of Lipton and unilever, products of Lipton tea now are on sale in the 110 countries and regions. Whether fame or sales, Lipton tea is the biggest global brand in the world, and its sales are higher at least one time than the second-largest brand. At the same time, Lipton tea is the third non-alcoholic beverage that consumers choose most, only after the Coca Cola and Pepsi cola. In 1992, Lipton tea entered the oldest and largest nation in the world: China. Within five years, Lipton tea won the achievements of the fi rst tea bags sales and the first market share in the investigation of mall in China. In 2001, Lipton established its global brand image again. According to different taste of consumers, Lipton makes precise market segmentation, and launches a serious of tea products in order to meet the needs of different consumers. Distinctive brand logo for the new movement of Lipton is quickly popular among young people all over the world. The vitality, healthy and upward that Lipton creates have infiltrated into the heart of young people. Lipton not only creates a kind of brand-new brand experience for young consumers, but also pours a fresh energy into tea drinks. 6, Branding and marketing of Lipton Tea China Tea culture, especially green tea culture has taken root in China for over a thousand years. Under the influence of ancient tea culture, Chinese consumers have a deep understanding about tea and the benefit of tea. Black tea originated in China has become the indispensable tea drinks in Europe and America. However, Lipton tea is obviously an exotic for todays Chinese consumers (Adam, 2009). Using black tea as its core brand, since entering Chinese market in 1992 Lipton has realized that it must break through the traditional branding and marketing gimmick of tea products in order to make Chinese consumers understand and accept Lipton brand. On the one hand, Lipton Tea is guided by the market rather than the product orientation. Lipton divides various products of tea into different categories, constantly creating new tastes and user experience. Aiming the demand of consumers rapidly drinking a cup of tea, Lipton attracts a lot of young people and office white-collar. In the website, Li pton puts several dynamic humorous videos for consumers, delivering the information that drinking tea can achieve the following purposes: keeping lightsome body, representation of youth, getting rid of fatigue and prolonging life. Various functions and different flavors of products can meet different age groups and different needs, so that Lipton can have a clear market goal and pounce in branding and marketing. On the other hand, Lipton devotes to standardization of products and brand image. Due to the reasons of plant environment, picking and making, tea products are difficulty in forming the standardization of taste. Many consumers have not the ability of identification of tea, so tea enterprises have the opportunity of shoddy. With the media exposure and the gradually mature of consumer behavior, it actually is a trust crisis for enterprises. Based on function orientation of products and brand orientation, Lipton has made a good image in the mind of consumers, so standardization of products and brand image is a great wealth for Lipton. In addition, the branding and marketing of Lipton is winning channels and the king of terminals. Lipton uses its strong image in the channel and terminal change the drinking habit of young generation and White-collar. Using the innovation marketing method of internet, Lipton has closely interaction with consumers in the fan BBS, which lets Lipton brand into the life of generation even the mood. 7, Current marketing strategies Besides the high quality and the solid foundation of brand, Lipton never slows the pace of understanding consumers and establishing communication with consumers (Jean-Pierre, 2001). Lipton devotes itself to marketing innovation: brand promotion. The current marketing strategies of Lipton focus on modern young people and White-collar. They are active, like pop culture, pay attention to health and wander about working partners to share little drops of life. Now Lipton values the needs of the Internet boom and the emotional contact between consumers. As the core products, Lipton tea is not only a simple office drinking, but also strives to deeply communicate with office white-collar group in emotional level. Lipton finds that everywhere is busy White-collar in modern city, though they are lucrative, they work strain. Although they want to contact with friends, office life takes most of their time. Lipton uses Lipton tea as a contact link between friends, which can close the relations be tween colleagues through the good office afternoon tea in relaxed moments. On the one hand, Lipton establishes brand image of the tea experts in the targeted consumers. On the other hand, it brings forth healthy tea and life attitude for consumers. In order to satisfy the consumers needs of good form and health, after efforts of four years the global RD center of Lipton and Lipton tea research institute launch Lipton tea, rich in catechin and healthy diet.

To Hell With Dying as an Autobiography Essays -- Hell With Dying Essay

To Hell With Dying as an Autobiography  Ã‚     Ã‚  Ã‚   When reading fiction, one can begin to wonder how much of a gap there is between the story the narrator is telling and the actual events that occurred to make the author decide to write the story. In Alice Walker’s "To Hell With Dying," one could say that this story is basically auto- biographical. Although some people may have thought that "To Hell With Dying" was completely fiction, evidence from the story and other sources suggest otherwise. The love the narrator feels towards Mr. Sweet parallels with actual events that took place in Alice Walker’s life. In the preface of Donna Haisty Winchell’s book Alice Walker, it is revealed that Alice Walker was "blinded in one eye at age eight by a careless shot from a brother’s BB gun" (ix). The shot left a scar that bothered Walker immensely. Winchell also writes that because of the BB shot wound Walker was "feeling ugly and outcast" (ix). This description of Walker’s accident creates the image of a young girl who has no feeling of self worth. In the story, however, Mr. Sweet is very fond of the narrator. He used to call her "his princess," and "he made [her feel] simply outrageously devastating at the blazing age of eight and a half" (1144). Perhaps this description of how Mr. Sweet makes the narrator feel pretty symbolizes the way Alice Walker felt about Mr. Sweet in real life. Alice Walker was eight when she got shot with the BB gun, and the narrator is eight and a half when Mr. Sweet is telling her how pretty she is. Although Alice Walker only has vague memories of th e real Mr. Sweet, she does remember that he never stopped talking about the things that upset him. Mr. Sweet’s talking and singing made Walker feel good. In Walker... ...e an artist as well. Walker explains in Alice Walker. "The love happened, and that is the essence of the story" (qtd. in Winchell, 12). Walker wrote "To Hell With Dying" in order to thank Mr. Sweet for what he contributed to her life. Winchell acknowledges that "the story is her [Walker’s] wish that she could have returned the favor" (13). Works Cited Walker, Alice. "Remembering Mr. Sweet." The Harper Anthology of Fiction. Ed. Sylvan Barnet. New York: HarperCollins, 1991. Walker, Alice. "To Hell With Dying." The Harper Anthology of Fiction. Ed. Sylvan Barnet. New York: HarperCollins Publishers, 1991. Winchell, Donna Haisty. Alice Walker. New York: Twayne Publishers, 1992. Works Consulted Short Story Criticisms. Vol. 5. Detroit: Gale Publishers, 1990. Contemporary Literary Criticisms. Vols. 46, 58. Detroit: Gale Publishers, 1990.      

12 Angry Men The Film Essay

In reviewing the film 12 Angry Men, I have identified many types of influence tactics being utilized by the jurors. The five tactics that I believe were most used in this film were; reason or rational persuasion, coalition building, ingratiation, inspiration and pressure. Although there were several jurors throughout the film who may have demonstrated similar tactics at various times, it is my opinion that the majority of the influencing throughout the deliberation came from juror #8. I do believe there were other jurors that attempted to influence with the same amount of tenacity, however, their tactics were less affective as proven by the outcome of the deliberation and verdict decided by the jury. As the jury begins their deliberation very early on in the film, a discussion takes place where it becomes apparent some of the jurors are speaking as though it will be a quick one which will result in a guilty verdict. When the first vote takes place and juror #8 is the only one to vote â€Å"not guilty†, he begins to demonstrate some of the influence tactics discussed above. I believe that juror #8 himself demonstrated reasoning, coalition building, ingratiation and inspiration tactics. He reminded the other jurors that he was not necessarily saying that the boy was not guilty, however, he did not believe the evidence was strong enough to take away reasonable doubt that possibly the boy didn’t commit the crime. He insisted that they all review the evidence and discuss it in more detail. He was reasoning with the other jurors and stating a fact about what they should be basing their vote on. It is clear that juror #8 was exhibiting effective rational persuasion by pres enting factual information, making very clear, specific, and relevant points. Reasoning is the most commonly used influence tactic in general as well as the most commonly used tactic in this film. Once juror #8 was able to convince a few of the other jurors to also question the evidence, they started to build a coalition where multiple individuals were now also challenging the guilty verdict and some of the evidence. This may not have necessarily been a conscience decision to form a coalition, as one may see with a typical example such as a union, however, the simple fact that there were now several individuals all aligned on a decision seemed to be enough to allow others to explore additional scenarios and feel  comfortable questioning the evidence. There were also times in the film where juror #8 gave credit to another juror and made him feel like their opinion really mattered. When juror #8 told juror #9 that he had a right to be heard and asked that he explain why he thought the old man would be lying is an example of the ingratiation influence tactic. Although this wasn’t outright flattery as a more pointed example of ingratiation might be, telling someone their voice counts is enough to boost their self-esteem and could result in influencing their decision to side with the person using the ingratiation tactic. Lastly, it seemed apparent that most of the jurors in that room whether they were at a point where they agreed with the not guilty verdict or not, seemed somewhat inspired by juror #8’s willingness to stand alone for what he believed was the right thing to do. Taking a lone stance in the beginning of this deliberation and continuing to question the evidence to induce discussion is something that I believe the other jurors admired. Throughout the film, juror #8 continues to demonstrate leadership characteristics by challenging the status quo and never losing control of his emotions. He never seemed to be taking a stance for any personal reasons, he never demonstrated any prejudice and he came across very authentic. This influence tactic, although not intentional, can be described as inspiration. Juror #3 is the loudest and most adamant juror in favor of a guilty verdict along with juror #10. Juror #3 grows increasingly angry throughout the film as other jurors begin to change their vote from guilty to not guilty. Throughout the film he can be seen using the pressure influence tactic, attempting to strong-arm, threaten and intimidate the others into agreeing with him. He used an aggressive tone and an unnecessary high volume when speaking to the group. This type of tactic may work well in environments such as military basic training, along with a legitimacy tactic, but not amongst peers or in situations where the person doing the pressuring does not possess any real authority or pose any real threat to the group. There were no real consequences for the other jurors to be forced to succumb to juror #3’s pressure tactics. At one point in the discussion, the foreman states, ‘All of this fighting is getting us nowhere’. It is my opinion that this statement couldn’t be further from the truth. For juror #8 to take a jury of 11 men believing the boy is guilty to having every one of those 11 men eventually change their decision based on the discussion he ignited shows that all of the ‘fighting’ or discussion was very necessary and actually did result in a different outcome because of the issues that were brought out during the conflict. In most cases where the stakes are high, discussions are necessary to ensuring that all of the facts are laid out. To demonstrate specific examples of where discussion was impactful to the deliberation, a few key scenes can be sited. One of the first scenes where the audience can see this shown is when juror #8 asks to see the knife that killed the man. During the trial it was stated that this was a rare switchblade and when juror #8 produces a very similar knife that he picked up from a store in the same neighborhood as the father and son, doubt is now starting to settle in with some of the other jurors which then causes them to reconsider their position. Other key scenes where their disagreements resulted in a robust discussion that ultimately swayed juror’s decisions include a re-enactment of the old man getting out of bed to witness the boy running out of the apartment. Without a full on debate, they would have never figured out that this was actually impossible to do in the 15 seconds that the old man said it took. In another scene the jury also discussed the old woman’s testimony that she saw the murder take place through the el train. If they had not gone through this in detail and figured out that she actually wore glasses and couldn’t have seen the assailant very clearly, some jurors would have still been convinced that the only eye witness did in fact see the boy murder his father. These extremely important details were discovered through a robust discussion or conflict and were absolutely pertinent in the ultimate decision to acquit the boy in the murder. Works Cited Edrogen, T. B. (2013). Organizational Behvavior v1.1. Flatworld. Rose, R. (Director). (1957). 12 Angry Men [Motion Picture].

The Passion Of Reading And Writing - 1300 Words

The Passion of Reading and Writing in College In the eyes of students, reading and writing seems to be a whole new world as they approach the semester in college. It seems as if students never worked with writing or reading in their years at high school. Should we consider college a new beginning in the lives of students? Is it a whole new world for them? Did high school really prepared students for college? To the eyes of everyone, education is a must to do in the lives of teenagers, but does it really helped them learned? High school teaches students many different ways of reading and writing but they tend to focus on the strong points that helps them in their learning. In the eyes of students, college expects more of them as freshman s, but these freshman s aren t fully prepared for what college is asking of them, specially in their English classes. As most students know, English class is all about reading and writing, but the way in which they do it is considered below average of what their college class wants. Students are use to type five paragraph essays with a hook sentences, thesis statement, and facts. In college, a five paragraph essay is no longer a five paragraph essay, it turns into a eight to ten paragraph essay requiring more reading, more comprehensive, and academic writing and not to mention the format. In a way the role of high school was to introduce the basics of reading and writing to students and how it will differ from college. As freshman,Show MoreRelatedMy Passion For Reading And Writing1339 Words   |  6 PagesThroughout my life, reading and writing impacted me more than I can possibly know; however, to be perfectly honest, I would not be able to recall more than two books I have read in the past four years. This is simply because I lost my passion for reading books. 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