Consumer Socialisation and the Four Types of Loyalty Programmes Used by Cadbury Essay

Advertising remains one of the avenues by which consumer learning or customer socialisation occurs. Customer socialisation is defined as the process by which a customer is taught how to behave within the consumer environment. Instrumental learning theorists believe that learning occurs through a trial and error process with habits formed as a result of rewards received for certain reposes or behaviours. Every time a customer purchases a shirt or a sweater there that they really like, and become a frequent buyer, their loyalty is rewarded which reinforces their patronage to the store. The end result is a recurrence of the behavior to the point of inveteracy (Schiffman 2013). Some advertisements are notorious for their affective, behavrioural or cognitive appeal. Advertising is one of the avenues by which learning or consumer socialization occurs. Similar to the process by which a child or even adult is taught how to behave, consumer socialization happens when the buyer adopts the desirable knowledge, skills, attitudes, customs and experiences of the corporation. An advertisement can be viewed as an instructive lesson in which the consumer gradually understands either the utility or desirability of the good or service. The Four Types of Loyalty Programmes display some advertising methods used to attract customers via rewards or incentives. These assume various forms and may be divided into four sectors immediate, delayed, directly supporting company and indirectly supporting company. Each sector would appeal to a different customer personality. Immediate rewards grants customers prizes awarded in the short-term, while with delayed rewards customers must take time and work (through repeated purchases) to earn points and win the prize. The directly supporting reward allows the company to regain money spent to manufacture and attract customers and even profit. A good illustration is the discount deals and frequent buyer promotions that stimulate more purchases. The indirect support is not financially profitable but, it promotes the companys public image by publicity and improves the personal relationship with the customer...

Comments

Post a Comment

Popular posts from this blog

Character Analysis of Basil Hallward in The Picture of Dorian Gray, a Novel by Oscar Wilde Essay

The main character in The Picture of Dorian Gray, Dorian, is a man too easily influenced by his surroundings. He is quoted as saying, Basil Hallward is what I think I am Lord Henry is what the world thinks me Dorian is what I would like to bein other ages, perhaps (Wilde). This comparison falls in line with the moral of the story because Dorian is stuck with eternal youth and beauty even though he has a wicked soul. This causes different views of him by people who observe his daily life. Dorian is a sponge throughout the novel that absorbs everything and allows it to shape his personality, morals, and actions. Dorian Gray takes influence from Lord Henry, Basil Hallward, and the culture of society during which the novel was written. Lord Henry is the epitome of a wealthy, hedonistic gentleman seeking only pleasure, with little regard to cost or consequence. Lord Henry Wotton outwardly propounds hedonism, but it is his extreme egotism that drives him to manipulate both Basil Hallward a
Read more

Religious Symbolism in The Blessed Damozel, a Poem by Dante Gabriel Rossetti Essay

Dante Gabriel Rossettis poem The Blessed Damozel is full of religious symbolism. There is talk of saints, and the poem itself takes place in heaven. But underneath the religious symbolism is a deep sensuality, that makes one wonder if the white rose of Marys gift referred to in line nine is the gift of Mary the Virgin, or the somewhat less virginal Mary Magdalene. While the Damozel is in heaven, her appearance in heaven, her behaviors in life, and what happens when she and her lover are reunited suggest some less than virginal dealings, yet the damozel is blessed and resides in heaven. Rossetti was the child of liberals kicked out of Italy a heavily catholic country for their extreme political views. While Rossetti himself was not political, he may have espoused similar views regarding politics and religion as his parents. In the poem The Blessed Damozel, Rossetti was given the chance to essentially create his own heaven. Most everything he wrote seems to show that Rossetti espoused
Read more

An Analysis of the Character of Chichikov in the Poem, Dead Souls by Nikolai Gogol Essay

Dead Souls takes place in the Russia of the late 1800s, where, unlike in America, one must be born into a prosperous family in order to have opportunities. The main character, Chichikov, is clever enough to develop a scheme in which he can rise from being a petty clerk to a respected landowner. In order to do this, Chichikov moves into a new town, pretending to already be a landowner, and begins a quest to buy the names of dead serfs who have not yet been officially reported dead. Each person that Chichkov presents this offer to has a different reaction, starting with the shy and introverted Manilov. Though he does not understand Chichikov's need for the names of these dead serfs, Manilov is a character that is so desperate for company that it does not take any effort to trick him into selling his dead souls cheaply. However, as Chichikov continues his journey, he starts to deal with more clever landowners who become suspicious of his scheme. Chichikov finds that the townsmen know
Read more