Essays about: "consumer characteristics in marketing"
Showing result 1 - 5 of 93 essays containing the words consumer characteristics in marketing.
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1. The influence of uncertainty and firm characteristics on marketing agility : An interview study on the need formarketing agility
University essay from Uppsala universitet/Företagsekonomiska institutionenAbstract : Market changes are held to occur at an ever-faster rate due to forces such as technologicaladvancements, shifting consumer preferences and habits and increased competition. This hascaused a rise in interest for developing more agile working methodologies in marketing. READ MORE
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2. Segmenting Countries in the Food Packaging Market: A Cluster Analysis Approach
University essay from Lunds universitet/Statistiska institutionen; Lunds universitet/Nationalekonomiska institutionenAbstract : The food packaging market has been witnessing substantial growth due to changing consumer lifestyles, urbanization, increased purchasing power, and growing environmental sustainability awareness. This growth presents significant opportunities for companies operating in this market. READ MORE
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3. Extending the line : A case study of the marketing strategies used when managing cannibalization in the FMCG industry
University essay from Uppsala universitet/Företagsekonomiska institutionenAbstract : The purpose of this study is to enhance our understanding of the marketing strategies used to manage cannibalization when extending product lines within the fast-moving consumer goods (FMCG) industry. Previous research has mainly investigated the causes and consequences of cannibalization, while cannibalization management has gotten limited attention and does not include companies' strategic undertakings. READ MORE
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4. Bringing Brands to Life: A study on the impact of brand anthropomorphism and personalization on advertisement attitudes in a social media context
University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledningAbstract : Brand anthropomorphism is a frequently used marketing strategy to enhance a brand's humanlike features and characteristics. Businesses use brand anthropomorphism to increase their brands' appeal, likeability, and memorability for consumers. READ MORE
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5. A study on the association of firm-generated content on Instagram, affective customer engagement, and positive electronic word of mouth: Evidence from food industry of Pakistan
University essay from Högskolan i Gävle/Avdelningen för ekonomiAbstract : In marketing literature, the consumer engagement concept has gained the significant attention of researchers. Based on the stimuli-organism-response (S-O-R) framework, current research proposed to analyze the association between consumers' perception of characteristics of firm-generated content (FGC) on Instagram and positive electronic word of mouth by consumers through affective consumer engagement. READ MORE