By “Retail concentration” we mean the market-share belonging to generally the top 4 or 5 firms of the Great distribution present in a regional market, as a percentage on the total.
The Consumer-Centric Business There are a many companies especially those in the Consumer Package Goods (CPG) market that adopt the theory of running their business centered around Consumer, Shopper & Retailer needs.
The Consumer Motivation Process Motivation refers to the underlying forces (or motives) that contribute to our purchasing actions. These motives stem from the conscious or unconscious goal of satisfying our needs and wants.
The Elaboration Likelihood Model Researchers have identified two ways promotion communication can persuade consumers: the central and peripheral routes to persuasion. Like learning theory, each depends on the consumer’s level of involvement with the product and the message.
How Consumers Process Information Learning is a relatively permanent change in thought process or behavior that occurs as a result of reinforced experience. Like perception, learning works off the mental files and at the same time contributes to them.
Stimulus A stimulus is physical information we receive through our senses. Advertising stimuli can appear in a variety of forms: a window display at a local department store, the brightly colored labels on cans of Campbell’s tomato soup, or even […]
The Consumer Perception Process Perception is everything. It guides all our activities from the people we associate with to the products we buy. How a consumer perceives each of the different brands in a category determines which ones he or […]
The Relationship between Marketing & Advertising Marketing is the business process management uses to plan and execute the conception, pricing, promotion, and distribution of its products, whether they are goods, services, brands, or even ideas. The ultimate purpose of marketing is to […]
Investing in Advertising In terms of profitability, investing in advertising is justified only if the incremental revenue generated from the advertising exceeds the advertising expense. In other words, if the advertising expense is $X, then over the long term (i.e., […]
There are three basic methods by which clients compensate agencies for services rendered: (1) receiving commissions from media, (2) being compensated based on a fee system, and (3) earning compensation based on outcomes.