Buyer Behaviour and Brand Dynamics

Buyer Behaviour and Brand Dynamics

Part B

Introduction

Most of us spend more time consuming or buying than we do working or sleeping. We consume products such as cars and fuel, services such as haircuts and repairs, and entertainment such television and movies. Given the time and money that we devote to consuming we should try to make ourselves better at it in order to be able to develop an ability to consume wisely.

Marketers each year spend billions of dollars trying to influence what, how and when we buy and also spend billions of dollars on studying our behaviours. Having knowledge of consumer behaviour not enables marketers to market their products more effectively but also allows them to have a better understanding through research about the various factors, apart from brand perception and the buying process that influence their choice. By definition, the field of consumer behaviour is the study of individuals, groups or organizations, and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. My essay herein will provide definitions on some of the concepts of Consumer Behaviour that are related to Consumer choice such as self-concept, the image a person has of themselves and consumer influence factors, and will then discuss in detail various author opinions, along with my introspect on the same.

Swarovski is the brand name for a particular kind of glass which is cut into millions and millions of tiny pieces that sparkle and shine like small diamonds. They are made up of glass but the brilliance that they exude is incomparable and astonishing. The best thing about Swarovski is that you can use them in jewellery, in your clothes, in your accessories and anywhere you want to add a touch of brilliance.

Discussion

The jewellery industry in UK is highly unorganized but still it has a huge potential simply because of the customers it caters to -women. They are shopaholics and never satisfied with the amount of jewellery she possesses. However, rising prices of gold are forcing women to hold their desires back. Hence, there is an increasing trend towards branded jewellery in UK

From the research it was found that women in UK do prefer buying Swarovski jewelleryand those who didn't buy was mainly because it is quite expensive brand. Secondly, it was found that women between 25-35 age group are fashion as well as price insensitive and also they do prefer gifting Swarovski jewellery and also a wide variety is available. Inaddition it was seen that most of the purchases was done in malls because of the respondents'indisposable income and also women these days not only want quality products but also good service along with it. And lastly when it came to the gifting option, a suggestion was m ade to the company to usegift cards or gift vouchers. However, gift vouchers would be more preferred as it is easy ...