英國dissertation網：explore significant differences from Wester
Topic: explore significant differences from Western models of consumer behavior in different parts of the world
Title: From the perspective of consumer behavior（文章全部要用英式寫法） to manage marketing strategies of cigarettes
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Table of Contends
1 Introduction 2
2 Relationship between consumer behavior and marketing strategy 3
2.1 Lewin model 3
2.2 Bandura’s interaction model of human behavior 3
2.3 Hawkins’s consumer decision process model 4
3 Discussion on consumer behavior in West and East 5
3.1 Differences in consumer behavior in West and East 5
3.2 Reasons for these differences 7
4 Case study 7
4.1 Brand positioning strategy 7
4.2 Price strategy 8
4.3 Marketing mix strategy 9
4.4 Promotion strategy 10
5 Conclusion and recommendations 10
References 12
1 Introduction
（By reference to academic literature, explore significant differences from Western models of consumer behaviour in different parts of the world. Using examples, critically evaluate how a company could apply this understanding to create and manage its marketing strategy. 把這段話融入到introduction英國dissertation網Since the 60s of the 20th century, the goods in the developed countries increasingly become rich, and marketing ideas experience profound changes, especially the consumer psychology-oriented marketing concept has been firmly established. How can under the situation of the new marketing be with initiative, in my opinion the operators to really understand the three models of the consumer psychology and behavior are very necessary. This report from the perspective of consumer behavior explores the marketing strategies of cigarettes.
2 Relationship between consumer behavior and marketing strategy
2.1 Lewin model
Since the 20th century, psychologists, social psychologists have a strong interest in exploration of the mystery of human psychology and behavior, and have committed to this research, trying to suggest the general psychological law hidden behind complex behavior. The most famous may be the human behavior model proposed based on a large number of experiments by Lewin.
http://www.mythingswp7.com/dissertation_writing/Marketing/Lewin's behavioral model is as follows (Lewin, 1939): B = f (P, E)
Lewin's model suggests that human behavior is the result of interaction between the individual and the environment. At the same time, the model further states that human behavior are mainly influenced and constrained by two factors, the internal factors of the individual and the external environment factors. Among them, the internal factors of the individual include two types of fundamental factors: physiological factor and psychological factor, but external factors also include two types of factors: the natural environment and socio-cultural environment. This view has laid a solid foundation for the consumer psychology and behavior after the 1960s.#p#分頁標題#e#
2.2 Bandura’s interaction model of human behavior
After the 60s of the 20th century, the psychologist Bandura based on the Lewin model, proposed human behavior is the triple interacting theory, as shown below (Bandura, 1960):
Figure 1 Bandura's triad
Source: http://www.edb.utexas.edu/robinson/SelfEff/index.html
Based on the above model, Bandura's interaction model of human behavior shows that: Behavior is not only determined by internal factors, not controlled by external stimuli, but determined by the interactions of individual behavior, individual cognition, emotion and other internal factors environment. According to Bandura's interaction model of human behavior, the further development of the conceptual framework of the consumer psychology and behavior has important implications for us to think consumer psychology and marketing strategy (Bandura & Huston, 1961).
2.3 Hawkins’s consumer decision process model
If the first two models are mainly considered from a psychological theory itself, then the U.S. consumer psychology and behavior model of scientist Hawkins is the best practice for sucked integration of psychology and marketing. His book "Consumer Behavior" (Hawkins, 1986) has been published the eighth edition, shows the book's influence in the marketing industry.
Hawkins’s consumer psychology and behavior patterns are as shown below (Hawkins, Best & Koney, 1995):
Figure 3 the Consumer Behavior Model (Hawkins et al., 1998)(老師說這個圖表特別有趣，要解釋這個圖表的意思)
This one model on consumer psychology and behavior and marketing strategy, provides the basic structure and process or conceptual model for the description of customer features, also reflects the people’s faith and understanding of the consumer psychology and the behavior nature.
http://www.mythingswp7.com/dissertation_writing/Marketing/The model suggests that consumers form the self-concept (image) and lifestyle under the influence of internal and external factors, and consumer self-concept and lifestyle lead to the same demands and desires generation, most of the demands and desires ask for the meet and experience of consumer behavior (obtained products) (Peter & Olason, 2004). At the same time they also affect the future of consumer psychology and behavior, especially the adjustment and changes in effect of self-concept and lifestyle.
3 Discussion on consumer behavior in West and East
3.1 Differences in consumer behavior in West and East
Theory of consumer behavior believes that consumer behavior is the process involved for people find, choose, buy, evaluate and dispose products (services) to meet the demands and desires, including the both aspects of consumer's subjective mental activity and objective physical activity. （reference）
The consumer's decision-making model is a very important part of them. Study consumer purchase decision-making model can innovate the tobacco marketing, and promote the further improvement of marketing performance. Consumer purchase decision-making model can be divided into eight categories:#p#分頁標題#e#
1, purchase based on habits; 2, purchase based on loyalty: the performance of the overall performance of a particular brand of good or has some significant advantages, to a high degree of their own needs; 3, purchase based on property: a repeated comparison of the performance of the product for consumers property; 4, purchase based on attitude: the performance of consumers according to their overall impression of the brand to choose; 5, purchase based on effects: the performance for consumers seeking to use the results; 6, for a variety of purchase: the epistemic, divergent, and change; 7, purchase based on impulse: products are generally cheaper, promotion stimulate is more intense; 8, purchase based on external dependence: the performance of the herd-type purchase, dependent purchase.（老師說這部分內容不正確，這部分并沒有說出東西方消費行為的差異是什么，這部分內容是應該說明東西方消費行為存在哪些差異的.）
In eastern countries, mainly Asian countries, both the Government's finance and personal residents, are fastidious about the first post-harvest support, accumulating, and post-construction principle. More people pay attention carefully to save money, leaving the principles of balance, which is the premise of ensuring the immediate need for the future of the consumer with a certain amount of savings left. In the U.S., and some other Western countries, the government encourages consumers to spend money in the future ahead of consumption, while the modern financial system through the provision of consumer loans makes some consumers without the purchase capacity to pay future spend money to achieve the possibility of consumer debt .
3.2 Reasons for these differences
Different countries or different regions have different cultural backgrounds, and different cultural backgrounds role in consumption will result in the different consumer culture, mainly reflected in the following areas:
(1) Different factors influence decisions. Such as: attention to after-sales service and attention to price differences. An important factor in purchase decision-making of Western consumers is after-sales service, and the service quality requirement for goods is relatively high. Eastern consumers are more concerned about the price level of consumption. The impact of price factors on Eastern consumers purchasing decision is greater.（reference）
(2) Different shopping purposes. Such as: difference in entertainment shopping and rules shopping. Most of the shopping habits of Asians are regular large-scale procurement of daily necessities, while the Western consumers are shopping more as a kind of enjoyment, shopping preferences, and not a fixed time. （reference）
(3) Different consumption patterns. Such as: difference in the pursuit of the convenient buying process and rigorous inspection. Western consumers have the rapid pace of life in the trend, and manufacturers are increasingly looking for ways to develop products that consumers save time. Eastern consumers focus on strict inspection process in shopping, repeated as appropriate. （reference）#p#分頁標題#e#
4 Case study
4.1 Brand positioning strategy
Brand positioning must be clear, emphasizing the differences and the advantages. In positioning, it also focused on building brand personality. Much of the value of tobacco is in the psychological and social values. In tobacco marketing, attention should be given through the spirit of the brand, making the brand a distinct personality. Perceptual characteristics of the product quality should be linked into a simple, powerful brand personality, while the ability to brand elements together. Some of the basic tangible property, such as quality, is sublimated into a sense of taste, idea, and spirit. （reference）
In terms of products, the production of cigarettes in West includes nicotine, tar and other additional components, and these components vary according to brands. Subtle difference reflects characteristics of different brands and different quality, and seems designed for the specific social groups.（需要一個例子來證明上面一段話，然后再說舉例說明中國喜歡什么品牌的香煙，而美國喜歡什么品牌的香煙。要有reference，這些小例子都要有reference，老師說這些例子來源不見得非得是課本上的，也可以是報紙上的，網上的，雜志上的，也可以是某個調查的結果，但是就是得表明reference）
In shaping the culture of cigarette brand in East, most cigarette brands have too many elements of local culture, though likely to win the local consumers, not conducive to the expansion of the brand in the country. Therefore, to make the regional brand into a national brand, need to integrate the area brand with cultural identity and traditional culture, preserving the similarities of local culture with the traditional elements of the essence of innovation in the part of local culture.（reference）
4.2 Price strategy
In the terms of price strategy, as the tobacco consumption, the impromptu purchase is little effect, and is not sensitive on the reduction activities. Therefore, the retail price should be with certain stability. Meanwhile, the price is also an important evaluation criterion, and especially in high-grade tobacco level, price becomes the indicator more likely the quality of alternative. The decrease in price, in the perspective of consumers means the decline in image. In the sales process of high-end cigarette, with special attention to maintaining price stability, in case prices change, there is a greater and even serious impact on the brand image.
As for prices, to some extent, smokers in West keep the price as an important factor in brand choice. Low-income people only buy cheaper brands because of the economy in terms of prices, but this is just a helpless expression, in most people's eyes, compared to high-priced brand, the cigarettes’ quality with low price would be difficult guarantee.
In East, it also can try high-quality low-price strategy. In the introduction of new products; the price should be set under generally accepted price and make consumers have a "value for money" feeling.（加上對比，在西方應該采取什么價格戰略，為什么？，然后再加上一個例子證明，比如某個牌子的香煙在西方采用的是什么價格戰略，#p#分頁標題#e#英國dissertation網顧客是喜歡還是不喜歡？要有reference，我個人認為像這樣的是對比我認為最好把西方的先寫在前面，這樣比較明顯）
4.3 Marketing mix strategy
As consumers in the purchase decision are very strong with the choice of brand, relatively speaking, the brand shaping of tobacco is very important (Samli, 1995). As tobacco sales channels can not be selective, when the Tobacco Factory in marketing on the promotion of strategic choice should be given consideration. The so-called push strategy in West is the use of sales force and trade promotion, product launch through the sales channels, manufacturers sell their products to take active measures to wholesalers, wholesalers sell to retailers to take proactive measures, and retailers are actively marketing to consumers. The pull strategy in advertising and consumer promotions will be used more cost, for the establishment of consumer desire. Therefore, the pull strategy will not have special effectiveness. Tobacco Factory pull strategy could be considered, can end the promotion, marketing to influence consumers to buy, expand their brand awareness and influence.
In the East,（加上對比西方） in the retail channels of cigarettes, tobacco commercial enterprises should pay attention to focus on tobacco companies to stores, shopping malls and supermarkets and the places in the source should be focused on running（我老師不明白這句話是什么意思）
4.4 Promotion strategy
In the promotion strategy, for the buying habits of this decision model, should have the interests of regular stimulation and emotional communication. Meanwhile, according to results-based decision model, it also needs to build the purpose of brand preference, and encourage consumers to switch brands (Amine, 1993). Tobacco products are mainly used to meet the psychological needs and social needs, the products are highly similar between the properties. Moreover, advertising law on the promotion of their property of tobacco products has also been more strictly limited, so the information can only focus on emotional positioning. By advertising it is to give the brand a sense of high texture and high value. The subject of advertising messages appeal should be clear and accurate positioning, and subject to the brand core values have been identified.
In the promotions in West, it can use many techniques to expand the brands’ public impression as much as possible. Retail store shelves in place is a very important way, sales representatives regularly to visit retailers can be placed in the best position to ensure that products can be pre-agreed furnishings space. Major mid-priced and economy brands of cigarettes will usually cost a lot of marketing costs, and are readily available in low-income communities.
5 Conclusion and recommendations
From the above results of many studies, the majority of the theories suggest that the factors affecting consumer behavior have internal factors and external factors, but the specific definition of internal factors and external factors are objection. In contrast, from the traditional, psychological, comprehensive to reveal the general impact of factors on consumer behavior has been more mature, but from a marketing management point of view, the priority of the application, relevance and practical nature of the consumer factors affecting the study are being more and more attention. In the research on consumer behavior the particular attentions are two trends: from the original focus on individual consumer behavior and decision-making is shifting attention to the establishment of exchange relations, the maintenance and development of consumer behavior, from the original focus on rational consumer buying decision process is shifting emphasis on consumer behavior, disposition and experience of the consumer behavior research.（我們老師說他不明白這一段在講什么，他認為這一段的內部非常差，并且與這篇文章不符。）#p#分頁標題#e#
From the comparison of consumer behavior between West and East, it has been found that only in the premise to understand the purchase factors affecting the local consumers, based on consumer psychology organizations marketable, color changing cigarette, can make the products welcomed by consumers, should be based on consumer psychology in the reception etiquette and thought to increase sales of their ways to achieve open up resources for expanding sales, and improve economic efficiency.
It can be seen that the consumers in the consumption of tobacco, mainly tend to the purchase based on loyalty, based on habits, based on property, based on attitudes, based on effects and based on external dependence, the purchased based on the properties and effects are more common. Focusing on the characteristics of the buying decision-making model, we can take a variety of strategies for promotion.（舉例說明都有哪些策略）
Overall, to study the relationships and roles between consumer behavior and marketing helps us to accurately target specific markets, and at the right guidance of marketing ideas, comprehensive analysis of the various internal and external factors, the development and selection of specific, reasonable and scientific marketing strategies to regulate their marketing behavior, can be obtained greater economic and social benefits.
References
Amine, L.S. (1993). Linking consumer behavior constructs to international marketing strategy: A comment on wills, samli, and jacobs and an extension. Journal of the Academy of Marketing Science, 21(1): 71-77.
Bandura, A. (1960). Relationship of family patterns to behavior disorders. Progress Report, Stanford University, Project No. M-1734, United States Public Health Service.
Bandura, A. & Huston, A.C. (1961). Identification as a process of incidental learning. J. abnorm. soc. Psychol., 63: 311-318.
Hawkins (1986). Consumer Behavior. McGraw-Hill Education (India) Pvt Ltd.
Hawkins, D.I., Best, R.J. & Koney, K.A. (1995). Consumer Behavior: Implications for Marketing Strategy (6th edition). Irwin Inc: USA.
http://www.mythingswp7.com/dissertation_writing/Marketing/Hawkins, I., Best, R. J., & Coney, K. A. (1998). Consumer behavior: Building marketing strategy. New York: Irwin/McGraw-Hill.
Lewin, K., Lippitt, R., & White, R. (1939). Patterns of aggressive behavious in experimentally created social climates. Journal of Social Psychology, 10 (2): 271-293.
Peter, J.P. & Olason, J.C. (2004). Consumer Behavior and Marketing Strategy. New York: McGraw-Hill.
Samli, A.C. (1995). International consumer behavior: its impact on marketing strategy development. Library of Congress Cataloging-in-Publication Data.
