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Consumer behaviour
Consumer behaviour
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Abstract
Understanding consumer behaviours is very important when planning to market or sell a firm’s products or services. It is vital to understand the factors that influence consumers’ decision-making processes in the target market, based on the nature of the product and other factors surrounding consumer’s decision making. This paper evaluates factors influencing decision-making processes of consumers of Sony Company. The paper examines the following aspect; product positioning, market segmentation, pricing as well as distribution and promotion. The paper indicates that Sony has gone an extra mile in understanding the decision-making processes for their consumers and has used information that it has acquired in devising innovative brands and marketing strategies that have enabled the organization to achieve a remarkable success in its industry.
Introduction
Consumer behaviour is the study of individuals, organisation or groups and the psychological, sociological processes that consumers go through in purchase decision making. The actions that consumers take in purchasing various goods and services is an ongoing process since taste and needs change overtime. Companies are always evaluating the success of current efforts by implementing changes when necessary to attain maximum profitability or success. Consumer interest to purchase products and services is usually as per their taste need and money. The study of consumers helps firms and organisations improve their marketing strategies by understanding issues such as environmental factors, buyer characteristics’, and decision process and buyers response. This study deals with the marketing stimuli or the four P’s of marketing, product, price, position and promotion. Consumer behaviour explores on why people purchase things what motivates them and the decisions they make following their actions. The Consumers prefer distinguished products because they feel the products reveal their unique personality, needs and lifestyles.
Selection of the target Market
There are various factors that influence target markets and are all involved in the product or market mix. One of the most recognized consumer electronic brands in the market or world today, Sony Corporation. The need for segmentation tends to be a major issue because people vary from one another. This is as a result of needs, motivation, and perception, decision making process and buying behavior (Noel, 2009). The attractiveness of a market segment should consider the following factors size, growth rate, competition, brand loyalty, Attainable market share sales and required market share. Sony invested in India and opened its operation where the main focus was sales and marketing. They targeted the second largest city they targeted a market that they could own a higher market share and competition would be minimal. Consumers are usually focused on the adoption of new technology. Buying behavior is changing to adapting to new technological advances so fast and this makes markets and consumer based enterprises sometimes not keep pace.
There is various target market strategies that organizations should seek to enter a market and should attract segments that match its capabilities. One market company is served with one market mix, different market mixes are served in different segments and full market coverage involving mass market strategy in which a single undifferentiated market mix is offered to entire market. This is done because target selection of the market needs essential dedication and effort to employ a suitable and targeted market mix. Important factors such as climate, geographical locations are important in deciding the target market (S. Ramesh Kumar, 2009).
Segmentation, Targeting, positioning (STP)
Segmentation is a tool in marketing that assist marketers differentiate and pull towards growing consumer base. This is done by geographical, demographic, psychological, psychographic, socio-graphical, hybrid and used related segmentation. The process that organizations segregate the market into different groups to be reached with a distinctive market mix is segmentation. Marketers focus on customer behavior and develop marketing mix for specific target markets. Sony Corporation is a good example when it began selling electronic products in developing countries such as India where population growth is high. The market also had a need for new technology which Sony delightedly offered. After market is segmented consumers are classified and targeted and relevant product price can be developed (Khan, 2007).
Targeting as defined and indicated above is where organizations target products amongst various segments. Targeting involves evaluating the attractiveness of markets, size growth and market power. Sony offers electronic gadgets for various marketing segments. They understand audience and each electronic device fulfills needs and expectations of the target market.
Positioning is actually the last stage that involves implementing your target .Marketers try to create image or identity and values in target market mind for products, brand or organization. Sony as a whole entity diversified there electronic brands to venture into the American entertainment industry where they were involved in making movies. They segregated the American love for films and they decided that was their target market .They launched an advertisement campaign after their Companies Co Founder died. The company increase total resources devoted to hot areas for instance digital products.
Determination of product positioning
Product position is ideal in an organisations profits and growth. A company will position a product or create an image in the consumers or target market minds. This is an important step for long-term success of a company. The desired position helps to identify the competition. Positioning of product is essential and challenging because the product message should consistent, reliable and simple. This entails defining market segmentation and then understanding the target market. Once consumer perceptions are understood it’s to select the best product position. The position can be defined by understanding process and goals of market segmentation. Some include quality, reliability and unique features benefits. Sony Company developed a product and a market plan that would appeal to selected market segment. To maintain the pace of consumers for advanced technologies and cutting edge digital product that have enriched and promoted peoples lifestyles. It introduced the gaming consoles of play station where they targeted the young and made an impact in the gaming industry .Sony was almost certain to be the frontrunner in broadening consumer electronics and related platform services. Sony created what they want their market to think about the product. The business segment become more familiar with the product and through this Sony created a brands image (S. Ramesh Kumar, 2009).
Structuring the elements Marketing Mix
Markets have to be effective in coordinating and integrating appeal to the appropriate group of customers in a marketing strategy which require the element of marketing mix. The marketing mix involves the main 4 P’s of marketing which help in decision making process .Product, price, place, and a promotion are some of them and is mainly of two types, product market mix and service marketing mix. Marketing plan was essential in putting Sony as the second runner in electronic brand distribution. They have invested in India and have used this for variables in maintaining the leadership role of almost every product in India. The importance of marketing mix is essential in consumer behaviour. High quality products will satisfy most consumers as marketers will advise product through certain channels.
Products are Goods and services offered by a company to target market. It usually revolves around the product life cycle and the customer life cycle. PLC centers on development of a product while CLC centers on the formation and delivery of lifetime value to the consumer. This is the physical qualities that vary from competitors and the benefits they give. Product is the first thing an organization considers before setting up business (Khan, 2007). A company takes note of the niche in the market and ceases the market by securing the product. Sony has been developing products over the year’s .This electronic gadgets such as, walkman; CD play station is what has made the company become more relevant. The products and services were also seen after Sony acquired Columbia pictures in 1989 making it a giant in the entertainment industry. Product position is essential for the success of a company to be desired by consumers. Product positioning is done to create an image in the consumers mind set. Product position is very important in the marketing world as indicated above under product position (S. Ramesh Kumar, 2009).
Price; Amount of money that customer pay to obtain goods and includes, selling price, time payments and deductions. This is amount of price a product should be used to remain relevant to the consumer. Factors considered in price are ,perceived value of product by consumers, market share of the business, competition, tax regulation and distribution, logistics cost. Pricing considers profit margins and probability of competitors pricing response. The price sensitivity of consumers determines how many goods and services will be sold. The product being purchased should be of greater value than perceived by consumer regardless of sum of costs. Consumers can compare the stated price and the price range they are thinking in mind. This is referred to as the internal reference price where consumers will think they have a cheaper price. This is generally a guide to study where the stated price is acceptable. The role of pricing is a role that influences consumer’s ability to purchase product. Reducing price of a product when entering the market is an important strategy that will ensure ones pricing is competitive. Pricing should also be done by comparing the price of competitors. Competitive advantage is a factor that helps one define the price.
Place: This is where a company sells its product and services and how it gets them to the customer. The distribution channel has an effect on profitability, firms have to have a logistics and supply chain that is effective and efficient. Lack of attention to the distribution channel will be disastrous in the market as distribution is important in having a competitive advantage. This activity involves, goods distribution channels, supply locations, inventory and transportation. Sony has footprint across major states in the United States of America and they can be used for effective distribution of their products. Distribution has a great effect on firm’s profitability and supply chains and logistics decisions are considered as very important in a firms cost decision process.
Promotion: All activities available to inform consumers about product. They include advertising, sales, personal selling, sales promotion and direct marketing. There are other P’s that fall under the Customer Lifecycle Cycle they include, people, process and physical evidence. Advertising influences consumer’s attitudes, knowledge and image concerning brands. It is relevant to promote a product that exposes a consumer, and captures their attention .Selection of the best media to use will be critical in reaching the target audience. All companies have referred their marketing to online social media sites as more consumers are logged in the internet around 90% time. Consumers are usually subject to buying behaviors such as impulse buying, routine response and extensive and limited decision making this would be a relevant platform to advertise. Promotions require a huge budget and thus it is a marketing expense and should be considered while deciding the costing of the product. It is advisable to select an appropriate distribution channel, with high quality products, desired and priced appropriately need to reach the consumers
Conclusion
Evaluating consumer behaviour is a priority since consumers tastes and needs change overtime. By considering what may impact buying habits a business can create products that may appeal larger consumers. There are factors that influence consumer behaviour and it’s necessary to understand these factors and utilize those behaviours in a manner that motivates consumers to make purchases (Khan, 2007). Sony sought diversification in US entertainment companies and it gained access to 20% of Japanese market after buying Apples Computer Hard disk technology operations, this helped increase sales derived from institutional customers.
The importance of marketing mix is essential in consumer behaviour. Marketing mix helps to characterize the marketing aspect in terms of product, price, place and promotion. This assists new entrants who will have to make a huge impact in the target market. Understanding consumers mind helps researchers and marketers know consumers from a different perspective to improve marketing strategies .Understanding of the issues helps marketers gain knowledge of public policy and how to develop campaigns.
Marketing deals with consumers since decisions on product development and pricing strategy mainly depend on them, The reason we study about consumers behaviour is because factors for the sale of a product is consumers responsibility. This helps marketers take great decisions on marketing strategies for launching new products. Consumer behaviour assists a company develop products as per specifications that meet consumer’s habits taste and preference. A good example is Sony Company the directors found that it was difficult to distribute movies with tapes so he enquired with consumers, The CD was then created and movies could now be distributed efficiently this then introduced the VCD and all this were products of Sony.
Consumer behaviour influences the marketing mix policies such as production policies, price policies, decision regarding channels of distribution and decisions regarding sales promotion (Noel, 2009). There are reasons consumer behaviour is essential in that we can understand the social factors that are influenced by preference. Factors such as, Personal, psychological factors make a marketer understand how to motivate consumers to buy products. Understanding consumer behaviour and marketing improve business efficiency in general. Marketers also consider how consumers use existing products and this will assist in spotting unsatisfied needs in serving profitability
Consumer behaviour helps us understand the customer and understanding why the consumer purchases the product. It helps marketers research about clients attitude toward certain products. Product appeal to lifestyle, culture and experience will make marketers promote consumption and gain competitive advantage over other competitors. Consumers usually look for ways in which a product will make them happier, improve lived or give them pleasure.
Referencing
Noel, (2009) Basics marketing 01: Consumer behavior volume 1 of basics marketing. (Vol. 1, pp. 56-126) Switzerland: AVA Publishing.
Khan, M, (2007) Consumer behavior (pp. 1-15) London: New Age International
S. Ramesh Kumar, S. R. (2009). Consumer behavior and branding: Concepts, readings and cases-the Indian context. (p. 75). New Delhi: Pearson Education India.
Racism in the Criminal Justice System
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Racism in the Criminal Justice System
Racism is one of the most common social vices that has stemmed the American society for a long time, and this can be traced back to the foundation of the nation. There have been various forms of racism, as well as the impacts, but one of the most common is that against the black community. Since the foundation of the United States, people of African descent have been discriminated against on various issues right from education, healthcare, and even equal employment opportunities, not forgetting the discriminative pay and job discrepancies. However, this has never been worse than what the American criminal justice system of America has done to the people of color and mostly falls under those of African descent. For a long time, American criminal justice has been neglectful to the African Americans treating them as lesser humans, and this goes both to the law enforcement as well as the judicial system, acting in discrepancies between whites and blacks. Debates have been raised regarding the conduct of the criminal justice system of America with people claiming that the criminal justice system is biased both in terms of law enforcement and judicial sentencing. In contrast, others argue that the criminal justice system has played a crucial role in ensuring that the law has been followed to the letter, and therefore, the police and the court system have not been biased.
There is compelling evidence of police brutality in enforcing the laws of the land as well as judicial proceedings that have been linked to racial discrimination. One of the issues that African Americans in the United States are more likely to be arrested compared to white Americans. However, once arrested, African Americans are more likely to be convicted, and when they are arrested, there are more likely to face longer prison sentences compared to their white counterparts. According to statistics, people of color are 5.9 more likely to get arrested compared to the whites, while for Hispanics, there is a higher chance as well 3.1 times higher than the whites . Data obtained by the year 2001 indicated that one in every three black boys born in that year had a higher chance of getting arrested and going to prison in their lifetime (Steffensmeier and Stephen, 241). The same case for Latinos, but there was a higher discrepancy among the whites in that statistics suggested that one in seventeen white boys had a chance of being incarcerated in their lifetime. More data indicates that racial and ethnic disparities are also common among women but in a lesser magnitude compared to men.
According to the data above, it can be inferred that the criminal justice system, mostly police enforcement, has been biased over a long time for people of color. African Americans, Hispanics, and Latinos have been the most probable candidate for the police cells as well as the prison system in the United States. Things on the ground have not been friendly to the black community as they are almost six times likely to be arrested compared to whites. It doesn’t mean that people of the black community are more likely to commit crimes than whites. There are more whites in the black neighborhood that commit more crimes than blacks, but people of color end up being blamed for the crimes. Planting of evidence and continued hatred for the people of color has been the number one cause for the racial profiling of the African communities (Legewie, 379).
On another perspective, other than being highly targeted by the police, people of color are more likely to be abused by the law enforcers than the white Americans. America is a land known for equality for all, and this has been for a long time used to mask the continued inhumanity among the police force. More recently, America has been on the limelight not because it has continued to advocate for people’s concerns, but because it has again in the face of the world, not with any shame unmasked how little power to the police can be detrimental in serving all races. The case of George Floyd being murdered in the hands of police while unarmed and at the same time in front of a camera speaks volumes of how the police have continued to kill in secrecy people of black descent. In most cases, people of color are wrongfully targeted just because of their color and not because they have committed crimes worth being killed. George Floyd was only alleged of using a counterfeit 20 dollar bill and was murdered by racist police, and this is just one piece in a series of many indicating how black people have been and are treated in the United States.
In another perspective, American courts have as well been noted for perpetuating racism in their sentencing. It should be noted that African Americans and Latinos only make 29% of the entire population; this sounds very minimal since the two are minority communities. However, this doesn’t translate to the rate of convictions. African Americans, together with the Latinos, make up to 57% of the United States prison population; this sounds awkward considering their entire population. The question arises as to how this came to be, but the overall answer can be based on racism in the criminal justice system. Based on the statistics, the incarceration rates for black and Hispanic adults are 5.9 and 3.1 times that of white adults. The disparity, however, depends on the state, with some states having a higher number of incarcerations than others. According to statistics, out of the 227,000 people in the United States’ prisons in regard to drug offenses, more than half, that is 56% are either Latinos or African Americans. Based on this, it is highly indicative that people of color are drug traffickers and abusers in a higher percentage than the whites, something that might not be true. Since the two races are hated by the police, there are higher chances of planting evidence, making them look like an apparent cause, and this explains why people of color, especially blacks are more likely to be stopped while driving than the whites (Roh and Matthew, 137).
Another explanation of racism in the criminal justice system can be seen in the penalties provided in courts. Nearly half that is 48% of the 206,000 people serving life, and virtual life prison sentences are African Americans, and another 15% are Latinos (Mauer, 27). Besides, the two communities have the highest number of people serving death penalties in the American criminal system. Previously tare has been more people sentenced to death who are blacks compared to any other race. Also, the probability of being given parole among the people of color is less likely compared to whites, and this makes it a prime in the racism of the black communities. It should also be noted that in the juvenile prisons, there are more blacks than whites, with most of them as well being wrongly convicted for crimes they never committed.
On the other hand, whites say that American criminal justice has not been biased, and it has not been a case of racial targeting. The white population claims that the reason why there are more blacks in the American prison is that they are more violent compared to any other races. According to statistics, people of color have a history of violence (Lightfoot and Oliver, 200). Most of the young people in the black community are organized in gangs that are involved in criminal activities such as robbery and drug abuse and trafficking. According to the law, this is not responsible for the behavior and deserves to be punished for their crimes.
Other than being involved in gang and drug-related activities, the black community is also known for being violent to its own people, and this draws a different picture of the criminal justice system. Since they are known to be violent, there is a higher probability of assaulting the police, and that is why most of the police use force to subdue them. Also, the current American stand on gun ownership has caused a dilemma, with most of the Americans owning guns. As a result, people use guns to confront the police and engage in irresponsible behavior such as robbery (Knopov et al., 232). Since most of the black communities are marginalized in terms of resources, they engage in quick ways to get the money that is robbery with violence, crimes that warrant more time in jail. However, blacks have a higher rate of reoffending, and that is why they are more likely to be imprisoned.
In conclusion, the argument to whether the American criminal justice system has been biased on a racial basis or not has continued to trigger more concerns. Data have been brought forward to explain the recent state of events as they are happening. Whether or not the truth is that the American prison system has more blacks than whites and has a higher number of African Americas serving longer sentences, including life imprisonment compared to their white counterparts. However, the culture of violence can be attributed to the higher rate of incarceration among blacks, and this makes it a turn of event as it is the blacks’ behavior that warrants their treatment in courts. However, we cannot deny that the criminal justice system has been racially biased.
Works Cited
Knopov, Anita, et al. “The impact of state firearm laws on homicide rates among black and white populations in the United States, 1991–2016.” Health & Social Work 44.4 (2019): 232-240.
Legewie, Joscha. “Racial profiling and use of force in police stops: How local events trigger periods of increased discrimination.” American journal of sociology 122.2 (2016): 379-424.
Lightfoot, Elizabeth, and Oliver Williams. “Critical issues in researching domestic violence among people of color with disabilities.” Journal of Aggression, Maltreatment & Trauma 18.2 (2009): 200-219.
Mauer, Marc. “Sentencing reform: Amid mass incarcerations-guarded optimism.” Crim. Just. 26 (2011): 27.
Roh, Sunghoon, and Matthew Robinson. “A geographic approach to racial profiling: The microanalysis and macroanalysis of racial disparity in traffic stops.” Police quarterly 12.2 (2009): 137-169.Steffensmeier, Darrell, and Stephen Demuth. “Does gender modify the effects of race–ethnicity on criminal sanctioning? Sentences for male and female white, black, and Hispanic defendants.” Journal of Quantitative Criminology 22.3 (2006): 241-261.
Dear Ada Christopher, Associate Director Academic Support Faculty of Science
Dear Ada Christopher, Associate Director Academic Support Faculty of Science:
I am writing to appeal to the decision made by the Faculty of Science committee from UBC to assign a FAIL standing and further discontinue my studies at the institution. From my performance over the last few courses, this decision was not at all surprising, but I would like to use this opportunity to explain the circumstances that led to this moment and plead a case for reinstatement into the faculty. I believe you will understand why my performance has declined radically owing to what I truthfully present and demonstrate herein.The COVID-19 pandemic has affected people differently. For a lot of y fellow students, the situation was much easier to cope with because of the closeness with family members and their community. As an international student, coping with the situation and the resultant impacts have been harder for me. I was very worried that my family members, especially my parents may contract the deadly virus. At some point, it got so bad that I develop anxiety that grew into depression. I was always worried that I might lose a family member to the virus. At some point, we had a real scare when my mother caught a mild flu. This is around the same time that we had exams. My mother is well and healthy, yet the feeling of hopelessness and despair has not gone away. I am finding it very hard to keep up with the demands of a new world where we have to constantly be vigilant on who we interact with, while doing everything possible to get daily sustenance.
The announcement of a vaccine has helped a lot to lighten the load. While my family is yet to get the much-sought after vaccine, I am hopeful that once we are all vaccinated that everything will go back to normal. I understand that the COVID-19 pandemic has affected everybody in the world. I am not making any excuses for my poor performance in the last few courses. However, I am making a truthful and sincere plea for you to understand that I have not been in the right mental state to perform as I expect and as your institution demands. You may see from my previous record that I am a hard worker. I accept my responsibilities with pride and also admit where I am wrong. I truly hope that you will see how I yearn to be better and will be willing to make a promise to you, the institution, and myself that I will do better and exceedingly so if you give me a chance.
I have taken some personal steps to begin rectifying the situation. I have therapy sessions at home with a counsellor to work on my anxiety issues. I am also working to create a schedule to cover the gaps created by the time differences that have also contributed to my poor performance. I am also working to find a way to have access to better internet. However, on a more focused perspective, I am working to ensure that I am at the right frame of my mind to get back to where I was before all these issues emerged. I know I will be better and I plan to show you this if you will consider my plea. I have not given my courses the attention deserved and for that I truly ask that you give me a chance. I will engage all of the resources that the Faculty of Science provides to guide students on matters relating to performance issues. If you can have a look at previous grades earned all other periods that I have been a part of UBC, you will see that the poor grades earned recently are very unusual for me. For that, I take full responsibility and I am not trying to pin it on anything other than a complete shift in focus to an issue that my mind could not quickly keep up with.
Going forward, I have a number of personal strategies that I plan to implement to ensure that I not only make the cut but also surpass the expectation of the faculty and the university regarding quality performance. I will create more time for my studies, ensure that I use all of the resources at my disposal to improve, and engage the advisory function in the school to ensure that I am at par with what I need to achieve. What I plan to do is basically correct all of the mistakes that have occurred leading up to this moment. While I have the confidence that I will do better, I sincerely ask for your support and understanding. I implore your committee and the faculty to give me a chance to be a student of the caliber that I know I can be. I truthfully ask that you hold my hand as I do all I can to improve my grades and work towards the career that I hope to make for myself in the future.
I have found a home at UBC. The institution has given me so much that I would hate to exit in this circumstances. The Faculty of Science is one that I desire to be a part of it record books. At the moment, tis dream has been hurdled by my poor performance. However, it would mean a lot to me to graduate with a degree from this institution. It would not only be a personal achievement but also a dream come true for my parents who have given and continue to give everything they have so that I can be successful. If I am reinstated, I want to make a promise that I will be an exemplary student. I am a very determined student who suffered one very bad semester. I will focus more on what has really brought me to this institution, schoolwork. I will manage my time better and complete all due tasks within the prescribed terms. As I continue to pursue my overall wellbeing from the anxiety issues, I trust that the committee will see my sincerity in all this, provide a way forward, and give me an opportunity to prove that I am worthy of a BAC degree. Thank you for considering my appeal.
Sincerely,
Dong Ding