Understanding & Researching Consumer Buyer Behaviour Essay

Understanding & Researching Consumer Buyer Behaviour - Essay Example Understanding & Researching  Consumer Buyer  Behavior However, it is vital to take note that local market situations, exchange systems, as well as certain cultural aspects, play a significant role in how consumers perform impulse behaviors. This paper will examine the nature of impulse buying, describing the how marketers can incorporate knowledge of customers’ impulse buying tendencies to their marketing strategies. Nature of Impulse Buying Behavior Impulse buying is essentially unreflective behavior that fails to conform to the rational, well-thought decision making standpoint in terms of consumer buyer tendencies or actions. The process of impulse buying is an extremely complex goal process that centers on reaction and emotion as its primary driving forces. This is largely because consumers engage in the process of impulse buying without engaging in concrete thoughts regarding their actions or conducting an evaluation of their intended deeds. According to Rook (116) consumers engaging in impulse buying are unlikely to consider the implications or think carefully and logically prior to making the purchase. The attention of such consumers is channeled towards the immediate gratification inherent in responding to the desire or urge to make the purchase instead of identifying and solving a preexisting issue or finding a product to fulfill a predetermined need. In addition, consistent with other forms of impulsiveness, impulse buying is also immediate, meaning that the process occurs in the span of several minutes and is not premeditated. Impulse Buying Behavior After the year 1982 when marketing researchers started to re-focus their attention on impulse buying actions, marketers started to ponder over the behavioral dimensions inherent in impulse buying. However, recently marketers appear to believe that impulse buying involves both affective and hedonic components. For instance, in his researcher, Rook (89) provided the assertions of consumers who reported that they felt the products â€Å"calling† t hem nearly demanding that the consumers purchase the products. This indicates on intense emphasis on the behavioral aspect of impulse buying, which, in turn, resulted in the definition of impulse buying as behavior that takes place when consumers experience sudden urges, usually persistent and powerful to purchase something instantly. The urge or purchase is hedonically intricate and has the potential of stimulating emotional conflict. Furthermore, impulse buying typically occurs with diminished consideration of its consequences (Rook 191). There are essentially five critical aspects embedded in impulse buying. These elements include a spontaneous and sudden urge to act; the action in this sense being the urge to make a purchase. Secondly, impulse buying also involves a position of psychological disequilibrium whereby a consumer’s emotions are in disarray concerning the act of making a purchase. Thirdly, impulse buying involves the emergence of psychological struggle and conf lict as consumers struggle with the urge to buy on impulse. Furthermore, impulse buying entails a dramatic reduction in the consumer’s cognitive evaluation abilities. This reduction is what forms the urge to make an instant purchase without taking into consideration the immediate or long term implications of such

Contract Case Map Essay Example | Topics and Well Written Essays - 1000 words

Contract Case Map - Essay Example She alleges that because she had asked for two bedrooms in her suite and not two bathrooms, this in effect amended the contract. GE Marquette Medical Systems is a company that had engaged the Biomedical Systems Corp. to make home uterine activity monitors (a.k.a. HUAM) These medical devices are regulated by the FDA. The contract between GE and Biomedical contained stipulations which stated that GE had to obtain pre-market notification clearance from the FDA, which for that purpose, Biomedical needed to give 90 days notice of intent to market the device to the FDA. The 90 day notice is for the FDA to check if the HUAM is substantially similar to other devices already approved for sale. However, GE instead requested that the FDA reclassify the HUAM device, which is a process that took over three years to complete. Thus, Biomedical sued GE for breach of contract and the jury awarded it damages. GE filed an appeal on the allegation that that the clearance procedure Biomedical wanted in the contract violated FDA procedure. The Supreme Court affirmed the lower ocurt's ruling. The Court struck down GE's raising the defense of illegality because this defense is not available. The contract with Biomedical clearly stated that GE would apply for clearance which it failed to do. Furthermore, the Court held that the FDA itself would have decided if clearance was proper. Petitoner won the case Kain v. Bluemound East Industrial Park, Inc., 2001 WL 1042674 (Ct. App., Wisc., 2001) Bluemound East is in the business of real estate, and had sold to Kain a parcel of land, which had been filled. Kain had informed Bluemound that he intended to construct a building which would exert 3,000 pounds per square foot. Bluemound stated that the land was safe for that building, and even warranted it in the contract. Kain had built a building that exerted even less than 3,000 pounds per square foot, and in a few years had sunk 2 inches. This resulted in Kain having to pay substantial sums for damage repair and preventive measures against further sinking. He then filed suit against Bluemound for breach of warranty. The lower court dismissed the claim for lack of evidence, thus Kain appealed. The Supreme Court reversed the lower court's ruling. It held that Bluemound had made a warranty as documented in the contract of sale, which is an assurance by one party to a contract of the existence of a fact upon which the other party may rely. A warranty is intended to relieve the promisee of any duty to ascertain the fact for himself, and amounts to a promise to indemnify the promisee for any loss if the fact warranted proves untrue. Seeing as the warranty by Bluemound is clear and unambiguous, and proof that the sinking was not due to Kain's own fault or negligence, the lower court is reversed. Petitoner won the