Burberry Case Study about Consumer Behavior
15 Pages Posted: 10 Feb 2020
Chenoy Ceil
Independent
Date Written: May 12, 2018
Consumer behavior is an essential part of the marketing for brands that are trying to influence the purchasing behavior of consumers. Burberry as a brand has been able to influence the purchase decisions of consumers by utilizing motivational, perception, personality and lifestyle strategies. This paper looks at the various factors that are utilized by Burberry that act as marketing stimulus for influencing the purchasing decision of their consumers. Some recommendations dealing with the brand perception of Burberry are also provided to help Burberry improve their sales and create a unique fashion brand for itself. Motivation, personality and emotion are important factors that affect consumer decision making, especially in the case of high fashion products. Looking at all these various factors in detail, this paper concludes that motivation, perception, personality and lifestyle have been carefully utilized by Burberry to reposition its brand for the modern age.
Keywords: chenoy ceil, consult corportes, consumer behaviour, purchasing decision, fasion brand
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Perspectives on Consumer Behaviour
Theoretical Aspects and Practical Applications
- © 2020
- Włodzimierz Sroka 0
WSB University, Dąbrowa Górnicza, Poland
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- Discusses the theoretical and legal aspects of consumer behaviour
- Analyses organisations’ strategies to influence consumer behaviour
- Provides case studies
Part of the book series: Contributions to Management Science (MANAGEMENT SC.)
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About this book
This book explores key factors associated with consumer behaviour, from both a theoretical and practical perspective. It particularly focuses on the consumer in the 21st century – educated and conscious, but also impatient, disloyal and capricious. The book is divided into three main parts: the first part discusses the theoretical and legal aspects of consumers’ behaviour, analysing the government's role in regulating consumer behaviour and the role of the European Union. The second part then examines organisational strategies, such as omni-channel retailing and branding products. And lastly, the third part describes consumer behaviours in the context of individual products and services, from coffee to energy.
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Review and Outlook: “Rethinking Consumer Theory!” Suggestions at the Founding Workshop of the Bamberg Group
Introduction: consumer theory today is unthinkable without headstrong and unorthodox pioneers.
Consumer Behavior Research Methods
- Consumer behaviour in EU countries
- Sustainable food choices
- Customer utility research
- Omni-channel retailing
- Behavioural profiles of costumers
- Determinants of purchasing decisions
- Case studies
Table of contents (15 chapters)
Front matter, economic and legal aspects of sustainable consumer behaviour, current aspects of consumer behaviour in central european countries.
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Willingness to Reduce Food Choice in Favour of Sustainable Alternatives: The Role of Government and Consumer Behaviour
- Adnan ul Haque, Fred A. Yamoah, Włodzimierz Sroka
Harmonised Protection of Consumer Behaviour: The Holistic Comparative Message About Its Effectiveness and Efficiency from Legislative and Judicial Perspectives
- Radka Mac Gregor Pelikánová
Understanding the Cross-cultural Specifics of Consumer Behaviour
Multidimensional analysis of consumer behaviour on the european digital market.
- Armenia Androniceanu, Jani Kinnunen, Irina Georgescu, Ane-Mari Androniceanu
The Black Box of Consumer Behaviour and Brand Value Perception: Case Study of the Slovak Republic
- Jana Majerova, Anna Krizanova
Analysis of Consumer Behaviour in the Networked Environment: Case Study of the Slovak Republic
- Lubica Gajanova, Margareta Nadanyiova
Sustainable Consumption Behaviour in Poland Through a PLS-SEM Model
- Juan J. García-Machado, Edna C. Figueroa-García, Agnieszka Jachowicz
Factors Influencing Consumer Behaviour Across Products and Services
Coffee consumer segmentation: implications for producers and sellers.
- Grzegorz Maciejewski, Sylwia Mokrysz, Łukasz Wróblewski
Identification of the Reasons Why Individual Consumers Purchase Dietary Supplements
- Katarzyna Hys
The Behavioural Profiles of Energy Consumers: Comparison of the Decision Tree Method and the Logit Model
- Edyta Ropuszyńska-Surma, Magdalena Węglarz
How Much Might a Beer Cost in a Fancy Resort? A Possible Replication of Thaler’s Well-Known Experiment
- Anita Kolnhofer-Derecskei
Consumer Behaviour: Implications for Business Strategy
Omni-channel retailing strategy and research agenda.
- Ioana Nicoleta Abrudan, Dan-Cristian Dabija, David B. Grant
How Marketing Shapes the Behaviour of Culture Participants
- Magdalena Sobocińska
Determinants of Purchasing Decisions of Restaurant Consumers: A Case Study Analysis
- Agnieszka Werenowska, Olga Kresan
Consumer Behaviour and Private Donations: The Effect of Marketing Communication and the Reputation of Non-profit Organisations
- Jarmila Šebestová, Dana Šebestová
Editors and Affiliations
Włodzimierz Sroka
About the editor
Włodzimierz Sroka is an Associate Professor at the Management Department of WSB University in Dąbrowa Górnicza, Poland, and an Extraordinary Professor at North-West University, South Africa. He specialises in theoretical and practical issues relating to the management and strategic management, and is the author of numerous scientific papers on strategic alliances, network organisations, competition, strategy, company restructuring, marketing, CSR and business ethics, as well as innovations and entrepreneurship published in both Polish and international journals.
Bibliographic Information
Book Title : Perspectives on Consumer Behaviour
Book Subtitle : Theoretical Aspects and Practical Applications
Editors : Włodzimierz Sroka
Series Title : Contributions to Management Science
DOI : https://doi.org/10.1007/978-3-030-47380-8
Publisher : Springer Cham
eBook Packages : Business and Management , Business and Management (R0)
Copyright Information : Springer Nature Switzerland AG 2020
Hardcover ISBN : 978-3-030-47379-2 Published: 27 June 2020
Softcover ISBN : 978-3-030-47382-2 Published: 27 June 2021
eBook ISBN : 978-3-030-47380-8 Published: 26 June 2020
Series ISSN : 1431-1941
Series E-ISSN : 2197-716X
Edition Number : 1
Number of Pages : XX, 338
Number of Illustrations : 8 b/w illustrations, 30 illustrations in colour
Topics : Consumer Behavior , Branding , Market Research/Competitive Intelligence
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The impact of social media on consumer behavior – Case study Kosovo
Most studies show that the Internet and social media usage is changing consumer behavioral modern trend also witnessed in developing countries such as Kosovo. This paper will offer an overview on how the consumers use social media in the stages of decision making process and the psychographic variables that influence their behavior. A survey of 120 consumers selected randomly in the capital city of Pristina was conducted, to find out to what extent they are impacted by the use of social media, and what role it plays in their decision making process. Around 59% of the respondents reported to have made unplanned buying decisions based on the information obtained in the Internet, and 61.5% of them declared to be motivated for buying by social media reviews of their friends. The implication of these findings suggests in what segment businesses in Kosovo should focus their market research and marketing strategy.
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