Consumer Behaviour Business Degree with Marketing Assignment

Consumer Behaviour Business Degree with Marketing - Assignment Example Marketers need to know what their customers need and want and they also need to know how their customers make decisions about buying and using products. As such, this report for Starbuck’s senior executives seeks to explore different factors that influence the behaviour of different customers towards a particular product or service. The report is divided into two parts and the first part is mainly concerned with establishing the extent to which motivation and the benefits sought by the customers go hand in hand towards the satisfaction of the needs of the targeted consumers. The second part seeks to establish the significance of understanding the family life-cycle and family decision making in order to make the organisation to be in a position to market their products and services more successfully. The report will also focus on how the marketers can focus on different factors which influence customer behaviour in order to positively change it through the effective use of diff erent elements of the marketing mix. Recommendations will be given in both cases. 1. Motivation of the customers is mainly influenced by their behaviour hence it is imperative for the marketers at Starbuck’s to first establish the behaviour of their consumers in order to be better positioned to satisfy their needs. Hawkins et al (1998, p.7) define customer behaviour as â€Å"the study of individuals, groups, or organisations and processes they use to select, secure, use and dispose of products, services, experiences or ideas to satisfy needs and the impacts these processes have on consumer and society.† This definition implies that there are indirect influences on consumer decisions. As such, any profit oriented organisation must satisfy the needs and wants of the customers. The realisation that long term survival of companies is only possible if customer satisfaction has been achieved has led the companies and their employees to motivate the customers towards their pr oducts. In their quest to satisfy their needs, customers also seek to derive benefits from consumption of particular products hence the attempt to satisfy these benefits by the marketers goes hand in hand with the concept of motivation. To understand motivation is to understand why customers do what they do. The philosophy of marketing rests on the premise that customers’ needs are the starting point from which all other activities can be planned (Cant, 2002). However, there is need to take a motivational approach to establish the needs of the customers which influences their buying behaviour. Basically, motivation occurs when a need is aroused that the customer wants to satisfy. A need refers to something physical or psychological that the body must have to function and develop (Cant, 2002). As such, motivation is the driving force within the individuals that drives them to act in a particular way. According to Kotler & Armstrong (2004), a motivated person is ready to act an d he is influenced by his or her own perceptions of the situation. People have different perceptions of the same stimulus and when they act, they learn something new. In the process, they acquire beliefs and attitudes that will shape their behaviour if they are satisfied that they will derive benefits f

Analysis of the film Gattaca in reference to its discussion about Essay

Analysis of the film Gattaca in reference to its discussion about eugenics and getenics engineering - Essay Example However, despite a very firm belief that any attempt at perfecting the human condition through selectively engineering children will have a detrimental effect on the human species, it is undeniable that if allowed, I would go back and have things corrected. It is in this desire to be perfected and saved, balanced against the detriment to society that supports the idea that legislation must prevent this from being a part of reproductive options. The concept of eugenics is defined by Francis Galton, British eugenicist and scientist, as â€Å"science that studies all the influences that may potentially effect reproduction, with the purpose of preventing degeneration and attaining the improvement of the human species† (Lavrin, 1998, p. 161). While the concept of eugenics seems to be defined by a pure intent, the central problem with eugenics is that it weeds out diversities and challenges that inspire human innovation. Morris (2006) states that â€Å"Another fear about this new e ugenics is that we might one day breed a race of clones designed genetically to be placid slaves. In this very frightening scenario, eugenics is envisioned as a tool to suppress people† (p. 70). Gattaca takes this fear one step further as those without genetic enhancement are subjugated to lower level job positions, serving those who are of a genetically superior make-up. Vincent is considered an in-valid, his genetic make-up not fitting into the standard that has been set for the upper class, meanwhile his social class does not allow him the opportunities that he desires. His life expectancy, as determined at the time of his birth, is only 30.2 years and the list of potential problems, none of which is guaranteed, is vast and daunting. There is no doubt that this type of predictability about the future of the potential outcomes would be disheartening and place that child within a social framework that was undesirable. This is what happens to Vincent, but as an adult he determ ines to write his own fate. Through impersonating someone with a better genetic code, he proves that he is valuable enough to achieve his goals. The director of the film, Andrew Niccol, who also wrote the piece, provides his beliefs on genetic engineering a forum through the film. One of the first lines of narration, â€Å"They used to say that a child conceived in love has a greater chance of happiness. They don’t say that anymore† provides the context on how social and cultural class divisions had changed the nature of predicted futures for the people within the universe of the film (Niccol, 1997). In the contrast between Vincent and the wheelchair ridden ’perfected’ human, Jerome, the aspect of chance shows that expected life expectancies and the use of genetic manipulation to ’perfect’ the human species will never account for the challenges that chance will put in the way of ambitions and desires. Vincent narrates that â€Å"He suffered under a different burden: the burden of perfection† (Niccol, 1997). Niccol uses this theme to frame his position on the danger of genetically engineering children. The character of Irene, an almost perfect who is