We created stand out by incorporating a drip down effect through the centre of the FSDU to provide a focal point for shoppers. Card bottle lug-ons of the product added an extra dimension to the unit.
For internal or individual factors, customers made purchasing decisions based on their internal needs. For external or environmental factors, customers are likely to be influenced by their surrounding environments including their families, friends and other customers then Daivata Dellaert and Gerald then added another important influencing factor of the marketing based on the previous theory.
More comprehensively, Kotler has then suggested that the customer behavior influencing factors are mainly coming from four aspects: The first theory is provided by Simmel inwhich is called the trickle-down theory.
According to this theory, the dominant force in influencing fashion styles and consumptions are from the upper classes.
The lower classes of Nivea executive summary society then tend to imitate the consumption behaviors of upper classes. These lower classes would prefer to choose higher-level symbols in showing their social status while the upper classes would then choose more fashionable consumptions to differentiate themselves from the lower classes.
These two classes then constitute the two major forces in boosting the consumption changes. The other theory is then completely opposite to the previous theory and is called the trickle-up theory. This theory suggests that the innovation always comes from the lower classes.
For example, the rock music, country music and jeans are all coming from the lower classes then. And thus, the elite fashion is replaced by the mass fashion according to this theory. And thus, according to this theory, customer behavior is more dependent on external or environmental factors.
Some psychologists also suggest that the needs could be divided into two basic categories: The acquired needs are obtained from the environment and these needs include the needs for power, relationship, belongingness, social statues and actualization, etc Jonathan et al The Sheth-Newman-Gross consumption model was introduced in the s and the model has explained why customers would choose certain products in five variables: According to this theory, it is the identity image that products encompass that influence the customers to purchase the specific products as customers tend to recognize the identity information of the product.
In other words, the product-image is matching the self-perception of the customers. In stage 1, customers are aware of certain needs in purchasing. In stage 2, customers start to search relevant information coming from various sources including the individual, business, public and experience sources.
In stage 3, customers then start to analyze, evaluate and choose the information and options. In stage 4, customers make the final decision based on stage 3.View the basic LGF stock chart on Yahoo Finance.
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This report is based on how Nivea uses the various marketing strategies to improve their sales, create a . In Beiersdorf, the international company owns NIVEA and launched its NIVEA FOR MEN range internationally.
NIVEA presents 14 product categories in countries. In NIVEA FOR MEN developed a fuller range of male skin care products.
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