The Evaluation of Consumer Behaviour Theories Adapted by Polo Ralph Lauren

Published: 2021-06-29 06:55:33
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Category: Business

Type of paper: Essay

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CONTENTS
Contents …………………………………………………………………………………………………………………2
1 Introduction..……………………………………………………………………………………………………….3
1:1 Consumer Behaviour …………………………………………………………………………………3
1:2 Advertising …………………………………………………………………………………………………3
1:3 The Brand …………………………………………………………………………………………………..3
2 Analysis and evaluation of theories adapted..….………………………………………………..3
2:1 Perception theory……………………………………………………………………………………….3
2:2 Attitude theory……………………………………………………………………………………………5
2:3 Personality theory (brand personality)……..………………………………………………6
3 Conclusions………………………………………………………………………………………………………….6
References……………………………………………………….……………………………………………………..7
Appendix I……………………………………………………….…………………………………………………....8


THE EVALUATION OF CONSUMER BEHAVIOUR THEORIES ADAPTED BY POLO RALPH LAUREN
Introduction
The purpose of this paper is to analyse and evaluate some of the most important theories in consumer behaviour. These theories include the perception theory, motivation theory, learning theory, among others and how these theories are applied through message appeals and segmentation. The Polo Ralph Lauren product – Polo Black has been chosen to complete this paper (see appendix I) and the theories – perception, attitude and personality have been identified in the chosen advert.
1:1 Consumer behaviour
The term consumer behaviour is defined as “the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires” (Solomon and Rabolt, 2004). Consumer behaviour can be analysed through various theories such as perception, memory, motivation, attitude, among others. Marketers employ these theories to their advertisements so as to influence the purchasing decisions of consumers.
1:2 Advertising
Advertising is a stimulus in which marketers have become very creative with to gain consumers attention to their products and communicate with them (Solomon and Rabolt, 2004).

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