The paper "Factors Influencing Consumer Evaluations of Gift Promotions" is a great example of a Marketing Case Study. Arguably, the consumer is the most important stakeholder of any business. There are many reasons behind this presumption, the topmost being the actuality that the customer is the factor determining the success r otherwise of an organization. The customer and changes in such customer’ s purchasing habits affect the sales of the organization since he is the person that creates demand for the good and services provided by the organization. The changes in the trends of consumption are what constitute consumer behavior.
Worth mentioning is the reality that the consumer behavior is modified by many factors, both internal and external. Among the primary factors affecting consumer behavior is the reality that there exists the power of marketing such power influences the thinking and perceptions of the consumer. According to Catalina et al (2011) marketing is one among the primary forces that may influence consumer behavior. Other factors are innate and integrated in the natural tendencies of an individual. The consumer behavior process, according to Buil and Montaner (2013) is a complicated process that cannot be applied uniformly to all consumers.
The process may be longer or shorter depending on the customer. It is critical to note that the customer gets influence from all sides. The works of a marketer are extremely influential in the customers’ decisions. It is therefore critical to point out that, depending on the industry, the marketing efforts and the level of loyalty, the customer’ s decision process may be longer or shorter. Utpal et al 2010 point out that customers change their preferences from time to time.
Similarly, their preferences for a certain supplier may change from time to time. This brings in the idea of customer loyalty. Customer loyalty is the tendency of a consumer to stick to one seller organization in the market. This paper is an effort to explain the various factors influencing the consumer behavior process and the factors that influence customer loyalty. Overview of the market Apparently, globalization has taken many things to the international scene. Among the things that have gone global is business. Almost all industries are currently operating globally.
The hospitality industry is no exception to the globalization phenomenon. Apparently, penetrating a new market calls for serious efforts and investment of resources, both human and capital resources (Young et al 2010). In addition to such heavy investment of resources, the organization penetrating a new market needs comprehensive market penetration strategies. hospitality industry is not among the most crowded industries judging from the extent to which all the five star hotels have endeavored to open subsidiaries in the major regions and countries of the world.
Assessing the hospitality industry requires that the researcher must focus on the five star, or main hotels since the definition of hospitality industry varies from one level to another. While the seller organizations do define the market, they do not define it at an international level. Perhaps the most potent tool in analyzing the industry is the porter’ s five forces model.
Buil, I., de Chernatony, L., & Montaner, T. 2013. Factors influencing consumer evaluations of gift promotions. European Journal of Marketing, 47(3/4), 574-595.
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