Trista Lyle

Client Behaviour

The surf have on Industry

Phrase Count: you, 318*

Table of Articles

|Content |Page | | | | |Assignment Criteria |2 | |Question you |3 | |Question 2 |4 | |Question 3 |6 | |Question four |7 | |Question a few |8 | |References |9 | |Bibliography |10

Question 1

There were a large number of key conditions that the search wear corporations had inadvertently created and encouraged into their core target market, these have been summarised below.

• ‘It is a aim of relationship marketing to develop strong, long lasting relationships with a core number of customers. The emphasis can be on expanding long-term you possess with consumers' (Schiffman et al. 08, p474). It is evident the company has problems doing this. This situation features arisen because of the new found plethora of choice available, the availability details regarding the company's' corporate actions; the perception of entitlement that consumers have; and commoditisation or innovativeness, in this case consumers require a unique stand out product that this surf use companies are not really providing.

• " Primarily an associate of the dress industry, search wear finds itself extending and rivalling to non-surfing members with the consumer population fighting to keep an image that is both associated with the ‘genuine surfers' but capitalising on the fashion consciousness of the non-surfing customer base. ” (Bergin ain al. 2003, P 13). This enlargement of consumers has led to disgruntled and alienated key consumers, containing resulted in you can actually loyalists and apostles becoming defectors, terrorist and mercenary consumers.

• The browse wear companies are corporate choices and as such provide an obligation with their shareholders to supply consistent profits, however the main consumers go against sb/sth ? disobey this strategy.

• When contemplating motives for choosing decisions dread and risk management, relating to interpersonal status, will be key factors to deliberate. It is apparent that fear of social out casting, is an essential motivating factor that pertains to these key consumers; while there is no proof that any other factors, for example price, have got every been considered inside the input stage of the making decisions process.

• One more problem that may be plaguing the industry may be the simple fact that, ‘word of mouth connection is extremely powerful, but a very important factor that they sometimes overlook is the fact that relaxed communication can be difficult to control. ' (Schiffman et al. 2008, p 497) Additionally opinion leaders are exceedingly difficult to identify and persuade, which ingredients the problems linked to word of mouth advertising.

Question 2

The following consumer behaviour theories and principles have been displayed in this case. It also...

Sources: • Craig Bergin, Isabella Chinniah, Elegance Njuguna and David Uren., 2003, ‘Billabong International – Surfs Up. ' Steve Wiley. com, Retrieved; sixteen August 2010,

From,

• Schiffman, L., Bednall, D., O'Cass, A., Explicito, A., Keep, S. and Kanuk, M., 2008, ‘Consumer Behaviour (4th edn)'; Pearson Education Sydney, Frenchs Forest, NSW.

• Schwendinger, They would., & Schwendinger, J. L. S. (1985). ‘Adolescent subcultures and delinquency'. New York: Praeger Publishers

• Thornton Pyne

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