Consumer Behaviour In Marketing Ethics Essay

1889 words - 8 pages

Marketing can undoubtedly bring benefits to society, although some aspects of marketing may be questionable on ethical grounds. The aim of this assignment is to raise criticism of marketing and show that consumer behaviour is affected by ethical issues. Do consumers really care about marketing ethics?Ethics is a complex concept to define, and there is an attempt made by contemporary theorists to highlight ethical behaviour in a marketing context. Issues surrounding marketing ethics and social responsibility are inherently controversial. An area that causes particular dispute is the question of the effect of ethical and unethical marketing activity in regards to the purchasing behaviour of consumers. According to the contemporary theory of ethics one would like to think that being a ``good company'' would attract consumers to your products, whilst unethical behaviour would see customers boycotting the products of the offending organisations.In order to judge both sides of marketing ethics, we must understand why the consumers believed that purchasing a product was in fact in their best interest or whether or not the marketing concepts behind the product used elements of deception. Marketers used deceptive techniques to influence the 'weak spot' within consumer's minds, in order to play into their weaknesses. The evolution of marketing has progressed from the point of necessity to an indulgent of excess. Times have changed with consumers better informed, more educated and an increased awareness of greater consumer rights and product requirements especially in the developed countries. This awareness does not necessarily mean that consumers actually participate in ethical buying practices, simply because the issues raised do not affect the majority of people's concerns.Most organisations want the consumers to hold a positive view of the company, as reputation is built on an image. The Co Op banking group hold a very ethical and clean cut image represented by its policies to fund environmental causes, where as other leading banks are more concerned about return on capital.We are at an age where information is available from a click of a button, with the accessibility of the internet and various other media sources, to inform us of any corporate wrong doings. This has led to a rise in consumer activism, for example the boycott against petrol retailers in the UK due to high prices. We also had a highly publicised boycott of French imports during the BSE crises, as well as the ongoing global Nestle boycott over infant formula marketing practices. There is evidence that companies do suffer commercially from boycotts; Shell were estimated to have lost between 20 per cent and 50 per cent of their sales during the Brent Spar boycott (Klein, 2000), and the Nestle boycott is said to have cost the firm $40 million (Nelson-Horchler, 1984). Global availability of the internet has led to protests by consumer advocacy groups against Nike and McDonalds.The Nike...

Find Another Essay On Consumer behaviour in marketing ethics

'Why is it so important for academics and marketing managers to understand the impact of external influences on consumer behaviour?'

2157 words - 9 pages behaviour. In order for marketing managers and academics to get a better grasp on those influences that affect the markets, they use a variety of different methods to investigate the wants and needs of the customers. They do this by using a combination of psychographics, demographics and geographics to try to understand any changes that occur in consumer behaviour. All of these approaches when studying consumer behaviour help marketers and academics

Discuss and evaluate the importance of perception and memory and learning at each stage of the consumption process for marketing managers' understanding of consumer behaviour

2475 words - 10 pages that lies in a person's 'evoked set' - one that would be considered worth purchasing. In the middle of this is the 'inert set', where the consumer cannot perceive any advantage that could be gained from purchasing the product.The amount of perception that a person has can also make a difference to how successful a product is when the marketing is changing. The main factor here is the 'Just Noticeable Difference' which sometimes marketers want to

Consumer Behaviour: Plastic Surgery in Venezuela

3053 words - 12 pages same time Venezuela is a masculine society:Cuenca and Alvarez (1991) point out that the majority of the Venezuelan that desires to undergo plastic surgery is for the purpose of securing a job, and maintaining relationships with family, community and couple.ConclusionThe obsession of Venezuelans to undergo plastic surgeries is a perfect example of how consumer behaviour works. Plastic surgery is not just a garment that's in this summer because you

Extensive decision-making process - consumer behaviour: analyse the many elements of EKB's consumer decision model in relation to consumer behaviour

5457 words - 22 pages Recommendations..........174 References...........185 Appendices............191 IntroductionThis report has been prepared to analyse the many elements of EKB's consumer decision model (as shown in Figure 1.0) in relation to consumer behaviour. The focus of the consumer decision model is to enhance the understanding of the many processes undertaken whilst undertaking a high involvement purchase, hence providing a theoretical framework of determining

Understanding Consumer Buying Behaviour in Apparel Sectora in Delhi/NCR

3650 words - 15 pages 1.1 Purpose of the study The sheer idea of doing my project on “To understand the consumer buying behaviour and preferences in apparel sector in Delhi/NCR” is to gain an insight on understanding consumer expectations and primary benefits that consumer associates with branded and unbranded apparel .The main purpose of this primary research is to help in determining the purchase behaviour connected with apparels and to know the perception of

Consumer Behaviour in the purchase of High and Low involvement

3401 words - 14 pages IntroductionConsumer behaviour is defined as the behaviour that consumers display in seeking, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their personal needs. Consumer behaviour includes how consumers think (their mental decisions) and feel, and the physical actions that result from these decisions (the purchase). [7]Abraham Maslow's "hierarchy of needs" theory identifies the higher-order

Psychological Factors: The Consumer Behaviour In Buying Brassiere

2145 words - 9 pages partners. Occasionally, self-esteem is selected for investigation in substantial number of marketing and psychology studies because it has been viewed as an important determinant of consumer behaviour.PerceptionPeople perceive the same situation in their own ways. We learn from the flow of information through our five senses: sight, sound, smell, touch and taste. However, each of us receives, organises and interprets the received sensory

Ethics of RFID in the Consumer Industry

2460 words - 10 pages Ethics of RFID in the Consumer Industry Introduction RFID is a technology, some say, which will be to the barcode as the Internet is to the telephone. RFID is short for Radio Frequency Identification. RFID is a combination of many tags to few readers that communicate with each other to determine a part or person’s whereabouts in a supply chain or surrounding area. RFID tags, like bar codes, share the central purpose of representing a

Ethics in marketing

4113 words - 16 pages Ethics in MarketingTABLE OF CONTENTSIntroduction1Direct Marketing2Tobacco Advertising6Marketing Alcohol to Minors8Marketing the Diet Industry9Marketing Copyright Infringement11Conclusion15Appendix 117Appendix 219Introduction, Ethics in MarketingMarketing and advertising plays a key role in a market society. The more competition there is, the more important marketing becomes. The Advertising Standards Authority states "no advertisement should

Consumer Buyer Organization Behavior in Marketing Analysis

1939 words - 8 pages INTRODUCTION In this assignment the author has broken down in detail consumer buyer and Organization behavior in the concept of marketing analysis on the basis of existing theory The subject will analyze the concept of consumers and organization buyer behavior with the aid of some example on the securities industry. Consumer Buyer Behaviour According to Armstrong and Kotler (2013) consumers buyer behavior means the purchasing

Importance of Ethics in Marketing

1268 words - 5 pages facts about what our world is being shaped into. We use ads as motivation in corporate settings and within our day to day lives. Without the motivation to purchase a product many of us would not buy most of the things we have. It is just important to remember to use the essential values and ethical behaviors of advertising. Works Citied Foley, J. (1999). Misplaced Marketing Commentary. Ethics In Advertising. In: Journal of Consumer

Similar Essays

Consumer Behaviour In Marketing Ethics Essay

1224 words - 5 pages consumer ethics has on marketing plan of the firm? (L04: Assessment criteria 4.3) Outcomes achieved in the assignment: By completing this assignment successfully, the learner would have achieved the following learning outcomes:- Learning Outcome Assessment Criteria LO3 Be able to formulate a marketing plan for a product or service 3.1 Write a marketing plan for a product or a service 3.2 Explain why marketing planning is essential in the strategic

Marketing And Consumer Behaviour Changes Essay

1491 words - 6 pages . 73) The emergence of the Internet is driving significant changes in consumer behaviour. The control of information gathering has shifted to the consumer. Products are researched and prices compared outside of traditional stores. Often this online research occurs outside retail channels, via professional product review websites, customer generated reviews, blogs, and even online social sites. (Bjork 2010) For retailers, it is not always enough to

Impact Of Consumer Behaviour On Marketing Desisions

1139 words - 5 pages Coursework.Info Coursework - - Redistribution Prohibited Consumer Behavior Discuss the impact of consumer behavior on marketing decisions Consumer behavior is the study of how people behave when purchasing and disposing of products. This essay aims to give a description of consumer behavior, its segmentation and the ways in which marketing decisions are influenced by it. "Consumer

Marketing Law And Ethics: The Advantages And Disadvantages Of Ethical Behaviour In Marketing

1104 words - 4 pages Marketing Law and EthicsAssignment One - EthicsBeing ethical as a marketer has its advantages as well as its disadvantages. The 'negative' advantages are obvious, all of which point to personal and business gain. However, to say that one must act unlawfully to be unethical would be false. The provided statement is completely factual and is particularly relevant to marketing and, more accurately, business, in the fact that "ethics are not, by