A Consumer Bahaviour Case Study
GRIN Verlag, 2009 - 28 pages
Seminar paper from the year 2007 in the subject English Language and Literature Studies - Linguistics, grade: 1,7, University of Hamburg (Institut fur Anglistik und Amerikanistik), course: The Role of Consumer Behaviour in Modern Marketing, language: English, abstract: More than 1.7 million people are living in Europe's greenest city, the metropolis city of Hamburg, Germany. But there is no smoke without a fire. All of Hamburg's inhabitants are consumers of a very important service provider: The Sanitation Department of Hamburg, SRH. A civilised cooperation would be unthinkable without the 2,500 men and women who dispose, on average, one million tons of waste annually. Disposal services are multi-million Euro businesses. In 2006, the total output averaged approximately 350 million Euros. In other words, every Hamburg inhabitant paid directly by utility costs or indirectly by taxes, 206 Euros each. These costs also include marketing and public relation expenses. At first glance, it is not clear why a public utility (for example, SRH) markets their products because it satisfies basic consumer needs than sophisticated wants. Furthermore, the SRH has a monopoly position. So, in fact, most of its marketing approaches have to be interpreted as community service announcements. In the second half of 2005, SRH started a campaign in cooperation with the advertisement agency, MKK Werbeagentur GmbH. The Campaign's overall goal was to reach a wide effect utilising a low budget. The Campaign's specific aim was to encourage a higher usage rate of the public wastebaskets which had a quite inconspicuous "working life" during the last decades. For example, prior wastebaskets were a "mouse grey" colour and then after the Campaign, they were changed to a "fire red" colour. However, there was more changed than just the colours of the wastebaskets, they now also consisted of drawled eyes and naughty written slogans. The change is still taking place. There are still some wastebaskets wh"
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A Consumer Bahaviour Case Study: Campaign Analysis of the Sanitation ...
Limited preview - 2009
advertisement AIDA akademische Texte April aspects of consumer attitudes Bahaviour Case Study become higher becomes confronted Berend Krüger cognitive dissonance colour communication Compare Tab consumer behaviour consumer’s Cookie Monster cooperation costs creativity Department of Hamburg derive from Trommsdorff drawled eyes episodical memory especially Euros evaluate example existing fact Furthermore Gesamt goals grey GRIN Verlag Hamburg GRIN hedonic hierarchy of needs higher usage rate http://mkk-hamburg.de Tab Humour increase installation location interaction interest involvement Key aspects kind Krüger A Consumer litter looker-on marketer Maslow's hierarchy million MKK Werbeagentur monopoly position motives variables naughty negative emotions object-related overall paragraph patterns perceive pressures problems provoked reduce Sanitation Department Sascha Krüger Sauber scenario schema schemata self-reflexion semantical memory slogans smaller probability sophisticated Source Stadt Study Campaign Analysis tension Tonnen Trommsdorff 2003 utilising utility waste wastebasket whereas