Literature Review on Consumer Behaviour - 16053 Words

The Marketing Review, 2002, 2, 319-355 www.themarketingreview.com Pachauri Moneesha Pachauri1 Nottingham University Business School Consumer Behaviour: a Literature Review In order to develop a framework for the study consumer behaviour it is helpful to begin by considering the evolution of the field of consumer research and the different paradigms of thought that have influenced the discipline. As described in this article, a set of dimensions can be identified in the literature, which can be used to characterize and differentiate, the various perspectives on consumer research. It is argued that consumer behaviour itself emerged as a distinct field of study during the 1960s; and is characterized by two broad paradigms, the positivist†¦show more content†¦Engel, et al. (1986, 5) define consumer behaviour as â€Å"those acts of individuals directly involved in obtaining, using, and disposing of economic goods and services, including the decision processes that precede and determine these acts†. Simple observation provides limited insight into the complex nature of consumer choice and researchers have increasingly sought the more sophisti cated concepts and methods of investigation provided by behavioural sciences in order to understand, predict, and possibly control consumer behaviour more effectively. Psychology, social psychology, and sociology are the disciplines most widely employed in this endeavour which has become a substantial academic industry in its own right. In order to develop a framework for the study of consumer behaviour it is helpful to begin by considering the evolution of the field of consumer research and the different paradigms of thought that have influenced the discipline (Marsden and Littler, 1998). Paradigms in consumer research can be broadly classified as a set of fundamental assumptions that researchers make about what they are studying and how they study it (Kuhn, 1962). As described below, a set of dimensions can be isentified in the literature, which can be used to characterise and differentiate, the various perspectives on consumer behaviour. Consumer behaviour itself emerged as a dis tinct field of study in the 1960s. A major catalyticShow MoreRelatedLiterature Review on Consumer Behaviour on Different Chocolate Packaging643 Words   |  3 Pagesflag of recognition and a symbol of values. A merchandise’s or a product’s packaging represents the characteristics and communicates the relevant information. Though for consumers the product as well as the package is one and the same till the time it is put on the shelf but during purchase decision, the package helps the consumer by forming the overall product perception which leads to evaluation and thus assists in making the right choice. Dhur (2007) states that packaging plays a very importantRead MoreThe Literature On Purchase Intention Of Goods Essay1464 Words   |  6 Pageschapter presents the existing literature on purchase intention of goods. The literature covers the theory that was the basis of this study and the review of related literature based on the objectives. The literature review focus on purchase intention, economic factors, and social factors, as well as consumers’ attitudes and online buy. While analysing the literature, contributions, weaknesses and gaps in the existing literature were identified. 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Comparative Analysis of the Lesson and Barn Burning Essay

The overwhelming poverty that Sylvia (Toni Cade Bambara, The Lesson p.543) and Abner (William Faulkner, Barn Burning p.250) experience dooms them both to a life of self-destruction. Though from different worlds, Sylvia and Abner both experience hate, confusion, and anger because of their lowly positions in life. Instead of trying to better themselves, they choose to vent their dissatisfactions on others, and ignore the cause of the discriminations they face. Sylvia and Abner have both experienced a life full of hardships. Abner has a history of commiting crimes for a living, such as the time he spent stealing horses during the civil war. Though from a completely different time frame and setting, Sylvia has also spent her life†¦show more content†¦Though Sylvia and Abner both detest the upper classes weath and superfluosness, they are still jealous that they cannot have that weath and ease of life. With this conflict come feelings that life is unfair and unjust. They hate what they cannot attain, yet still want it. This leads both Sylvia and Abner to destructive behavior. Being an adult, Abner is both more aware of what he feels to be an undeserved disparency between classes, and more direct in expressing his anger about it. Abner steals, burns the barns of his employers, and ruins their possessions. He is also considerably more violent, seeing nothing wrong with hitting his son across the face to teach him a lesson. Sylvias anger is much more subtle. She is still young, and has not endured all of the suffering that Abner has. Her hate is less tangible, her anger directionless. She is confused by the injustices she sees, and does not know how to express it. Sylvia fights to keep from developing the clear cut ideas Abner has about class, and instead expresses her anger in any direction. Miss Moore receives a fair amount of this, coming to be scorned by Sylvia because she is educated. Sugar also feels Syl vias anger, when Sylvia stand...[s] on her foot so she [wont] continue to talk to Miss Moore aboutShow MoreRelatedMarketing Mistakes and Successes175322 Words   |  702 Pagesfollowing classification of cases by subject matter to be helpful. I thank those of you who made this and other suggestions. Classification of Cases by Major Marketing Topics Topics Most Relevant Cases Marketing Research and Consumer Analysis Coca-Cola, Disney, McDonald’s, Google, Starbucks Product Starbucks, Nike, Coke/Pepsi, McDonald’s, Maytag, Dell, Hewlett-Packard, Newell Rubbermaid, DaimlerChrysler, Kmart/Sears, Harley-Davidson, Boeing/Airbus, Merck, Boston Beer, Firestone/FordRead MoreProject Mgmt296381 Words   |  1186 PagesLeadership Chapter 2 Organization Strategy and Project Selection 1.4 Projects and programs (.2) 1.4.1 Managing the portfolio 1.4.3 Strategy and projects 2.3 Stakeholders and review boards 12.1 RFP’s and vendor selection (.3.4.5) 11.2.2.6 SWAT analysis 6.5.2.7 Schedule compression 9.4.2.5 Leadership skills G.1 Project leadership 10.1 Stakeholder management Chapter 11 Teams Chapter 3 Organization: Structure and Culture 2.4.1 Organization cultures [G.7] 2.4.2 Organization structureRead MoreMarketing and Financial Markets41809 Words   |  168 PagesMarketing Strategies 30 Part 2: environmental Forces and Social and ethical responsibilities 61 3. the Marketing environment 62 4. Social Responsibility and ethics in Marketing 92  © Part 3: Using information, Technology, and Target Market Analysis 127 5. Marketing Research and information Systems 128 6. target Markets: Segmentation, evaluation, and Positioning 158 Part 4: Customer Behavior 191 7. Consumer Buying Behavior 192 8. Business Markets and Buying Behavior 222 9. Reaching GlobalRead MoreIgbo Dictionary129408 Words   |  518 Pagescame to the conclusion that translation work was held back by the problem of dialects, and that more must be learnt before a firm policy could be evolved. To this end, in the late 1870s he ordered the missionaries at Onitsha to begin work on a comparative dictionary of Igbo dialects. This ambitious enterprise was not carried out, mainly because of lack of able researchers, but such material as did become available, Crowther put together to form a dictionary.... In 1904 Ganot published an EnglishRead MoreDeveloping Management Skills404131 Words   |  1617 PagesLine 58 Understanding and Appreciating Individual Differences Important Areas of Self-Awareness 61 Emotional Intelligence 62 Values 65 Ethical Decision Making and Values 72 Cognitive Style 74 Attitudes Toward Change 76 Core Self-Evaluation 79 SKILL ANALYSIS 84 Cases Involving Self-Awareness 84 Communist Prison Camp 84 Computerized Exam 85 Decision Dilemmas 86 SKILL PRACTICE 89 Exercises for Improving Self-Awareness Through Self-Disclosure 89 Through the Looking Glass 89 Diagnosing Managerial Characteristics

Apocalypse Now vs Heart of Darkness Essay Example For Students

Apocalypse Now vs Heart of Darkness Essay Francis Ford Coppolas Apocalypse Now lacks the impact of its inspiration, Joseph Conrads Heart of Darkness. While the basic elements of imperialism and human nature remain intact, the characters of the film bare little resemblance to their literary counterparts. The film serves as a re-interpretation of Conrads novella, updated from 19th-century British imperialism in the Congo to a critique of 20th-century U.S. imperialism in Southeast Asia. Coppolas changes in setting and plot structure, however, force the film to sacrifice the character development so crucial in the literary work. This detracts from the overall effectiveness of the film. The most important difference between novella and film is the development of their main characters, Marlow and Willard, respectively. In Heart of Darkness, the reader is introduced to Marlow through his various philosophical ruminations about imperialism, morality, and human nature. He learns of the mysterious Kurtz through first-hand accounts of his accomplishments and his bizarre behaviour. As Marlow spends more and more time in the jungle, his pre-occupation with Kurtz becomes an important refuge from the brutality of the Belgians for whom he works. Although critical of the Belgian bureaucracy, it is unclear whether his displeasure stems from their immoral practices or their incompetence and inefficiency. Conrad never reveals Marlows true feelings, forcing the reader to confront the issues of racism and human nature themselves. Willard, on the other hand, is a psychological mess from the beginning of the film. The opening scenes depict him confessing his own mental imbalances as a result of prolonged service in the Vietnam War. While Conrads Marlow borders on complacency, Coppolas Willard behaves erratically and without reason. His fascination with Kurtz is also less profound than in Heart of Darkness. According to literary scholar and cinema aficionado Mark A. Rivera, In Conrad, Marlow is in awe of Kurtz, comes to identify with him in some dark recess of his own psyche; Willard, on the other hand, is more impressed with Kurtzs credentials than moved by his force of mind and will.Despite the fact that the film is told through Willards eyes, his skewed perception does not affect the films clear moral intentions. Coppola is sure to let his viewers know that he disagreed with the Vietnam War and with the senseless bureaucracy of the U.S. military. This type of moral direction deprives the viewer of the forced introspection created by the novella. The film also depicts the character of Kurtz in a very different light. Conrad builds up the appearance of Kurtz so much that his first scene is intentionally anti-climactic. He is discovered to be an ailing, elderly gentlemen, malnourished and on the verge of death. Marlow himself is simultaneously impressed with and disappointed by Kurtz. He enjoys listening to the old mans philosophies, but he is let down by Kurtzs lack of realistic thinking. He has clearly lost his mind, and with it, some of his credibility and mysticism. The character of Kurtz in Apocalypse Now, however, is never de-humanized as it is in Heart of Darkness. Coppolas casting of Marlon Brando as the eccentric army major forced Kurtzs character to take on the burden of Brandos infamous weight problems. As a result, Kurtz was transformed from an emaciated, sickly old man to a powerful, overweight, middle-aged soldier. This transformation has been noted by many critics, most significantly Roger Ebert, who stated in a review of the recently re-released Apocalypse Now, In the film, Kurtz is portrayed by Marlon Brando, the father of American method actors, who lends weight (both physically and dramatically) to the figure of the megalomaniacal Kurtz. Brandos massive girth is all the more ironic for those familiar with Heart of Darkness who recall Conrads description: I could see the cage of his ribs all astir, the bones of his arms waving' Kurtzs frail state was a key plot element in the novella, acting as the impetus for Kurtz to pass his kno wledge along to the eager Marlow. In Apocalypse Now, however, Kurtz imprisons Marlow and forces him to listen to his deranged and nonsensical philosophies. .ub30e43f8cec78bbe675f8ec07db7b599 , .ub30e43f8cec78bbe675f8ec07db7b599 .postImageUrl , .ub30e43f8cec78bbe675f8ec07db7b599 .centered-text-area { min-height: 80px; position: relative; } .ub30e43f8cec78bbe675f8ec07db7b599 , .ub30e43f8cec78bbe675f8ec07db7b599:hover , .ub30e43f8cec78bbe675f8ec07db7b599:visited , .ub30e43f8cec78bbe675f8ec07db7b599:active { border:0!important; } .ub30e43f8cec78bbe675f8ec07db7b599 .clearfix:after { content: ""; display: table; clear: both; } .ub30e43f8cec78bbe675f8ec07db7b599 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .ub30e43f8cec78bbe675f8ec07db7b599:active , .ub30e43f8cec78bbe675f8ec07db7b599:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .ub30e43f8cec78bbe675f8ec07db7b599 .centered-text-area { width: 100%; position: relative ; } .ub30e43f8cec78bbe675f8ec07db7b599 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .ub30e43f8cec78bbe675f8ec07db7b599 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .ub30e43f8cec78bbe675f8ec07db7b599 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .ub30e43f8cec78bbe675f8ec07db7b599:hover .ctaButton { background-color: #34495E!important; } .ub30e43f8cec78bbe675f8ec07db7b599 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .ub30e43f8cec78bbe675f8ec07db7b599 .ub30e43f8cec78bbe675f8ec07db7b599-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .ub30e43f8cec78bbe675f8ec07db7b599:after { content: ""; display: block; clear: both; } READ: What was Chaucers view on Medieval Christianity EssayThis brings up the most important plot discrepancy in the film, the relationship between Willard and Kurtz. In Apocalypse Now, Willards character is a U.S. Army special forces operative assigned to go up the Nung river from Vietnam into Cambodia in order to terminate the command of one Colonel Kurtz whom, he is told, has gone totally insane. He does not reflect the deep psychological and philosophical insights that are an important feature in Marlows character. He is sent on his mission specifically to kill Kurtz, unlike Marlow who is simply piloting others as captain of a steamboat. This completely changes the dynamic b etween himself and Kurtz. Instead of simply being an admirer of Kurtzs, he is also his assassin. Although the internal conflict is interesting, it detracts from the relationship between Willard and Kurtz. In the words of movie critic Patrick Galloway, His mission to kill Kurtz gives him some measure of pause, but his military protocol mentality ultimately rules the day. Compared with Marlows deep, searching ruminations on the dark, enigmatic Kurtz, Willard is a government-issue automaton.The depth and focus of Heart of Darkness have not survived the passage from literature to film. Rather, through excessive plot manipulation and character distortion, the clarity of Conrads message is lost. In Heart of Darkness, Kurtzs last words the horror, the horror! hold profound meaning. To quote literary scholar Brian Gatten, Marlow will ponder Kurtzs words (The horror!') and Kurtzs memory for the rest of his life. By turning himself into an enigma, Kurtz has done the ultimate: he has ensured h is own immortality. Kurtzs status as an enigma serves to propagate an endless number of interpretations. Could his words be a declaration of the horrific dark side of man that lives within us all? Could they be a reaction to his first glimpse of the afterlife? Could they be a regretful look back on a life of sin? Kurtzs last words leave the reader to draw his or her own conclusions about their meaning. Conrad does not tell us what to think, he makes us think. That is the sign of great art. Those very same words, however, when spoken by Marlon Brando in Apocalypse Now, hold far less meaning. The fact that Willard makes the decision to kill Kurtz convinces the audience of Kurtzs insanity, and his words can be most literally interpreted as a reaction to his own murder. These words, meant to hold the most impact of all dialogue in either work, serve as an accurate metaphor for the works as a whole. Conrads Heart of Darkness forces its reader into meaningful introspection, while Apocalyp se Now fails to capture the depth of Conrads vision.