ARE THE CONSUMER DEMANDS REAL OR SUPERFICIAL ASSIGNMENT SAMPLE
Chapter 1: Introduction
1.1 Background
There are many types of services as well as products produced by many organisations based on buying habits of individuals; this is known as consumer demand. This research study highlights the scenario of consumer demand based on two criteria that are real or superficial. Consumer behaviour was previously controlled by many marketing factors however in recent times, consumer behaviour is controlled superficially. In recent times, it has been observed that youngsters try to follow the brands of their superstars and they buy those brands simply to show off among their friends (Ali et al., 2021, p.65). They always prefer branded clothes and they always wear branded outfits without knowing if it is suitable for them or not. The brand chosen by a celebrity in the case of smart watches is always preferred by the youngsters. This kind of trending behaviour among the youngsters is the main scope of opportunities for many organisations. Recent trends have been observed among the people for availing merchandise of their favourite web series, character, YouTube. Growth of these sales has been observed in the UK and this factor provides huge support to the e-commerce sector of the country.
Figure 1.1: E-commerce growth in UK
(Source: Statista.com, 2022)
This graph highlights E-commerce growth in the UK and related to this factor it can be concluded that merchandise sale in the UK is increasing day by day. The penetration rate of e-commerce in the UK is affected by the young generation by availing good-looking merchandise of their web series or characters. The choosing of brands has expanded in such a manner that people are trying to effort branded things that are out of their reach. These factors, which are explained, based on the youngsters related to choosing a brand can vary to different age groups, especially in UK. The facts, which are to be analysed in this study, are customer requirements and their buying habits. People in the UK always prefer luxury cars and it is their addiction towards comfortless which sticks to their buying habits related to this factor. It can be concluded that these are superficially created demands. This kind of buying habit which is superficially created based on addiction towards luxury provides the circumstances to understand the actual progress (Varadarajan, 2020, p.89). If these superficial roots can be controlled and analysed by the people regarding the original requirements then progress will be stopped. However, this kind of control can be done by the customers and the companies or big brands in UK should ponder them with the perfect choice so they should not trap their customers.
1.2 Aim
The focus of the study is to analyse the customer demands driven factor among real as well as superficial and this analysis is based on recent times.
1.3 Research objectives
- To analyse the major as well as minor aspects associated with consumer demand.
- To analyse the consumer demands based on actual as well as superficial factors.
- To determine the various buying patterns of consumers along with the effect of the burning pattern in society.
- To determine the suggestion that the consumer should undergo while buying any kinds of products based on the requirements.
1.4 Research question
- What are the recent changes that are associated with consumer demand of recent times?
- What are the aspects that are associated with people for choosing any products?
- What are the issues that are driving all the customers towards branded products as well as merchandise?
- How can the suggestion to all the wise customers mitigate the risk of this type of progress which is a mere trap?
1.5 Rationale
The Covid-19 pandemic has impacted the financial condition of every individual living in UK. Due to this pandemic situation, the GDP of UK has decreased by 9.7% (Commonslibrary.parliament.UK, 2022). However, people in UK have not stopped their high-class living styles related to this factor. People are availing brand products that are out of their reach. According to Vinokurova, (2019, p.11), in the post-pandemic period, the ideal strategy related to consumer demand is to stay focussed on important products. Related to this aspect, people should continue their shopping habits based on the requirements. The technological ranking of UK is third position and related to this factor it can be concluded that the people in UK are aware of online products (Wipo.int, 2022). Due to the impact of E-commerce and online marketing strategy adopted by the brand stores, people will get attached to high price brand products other than generic products which are not at all required.
This is due to the impact of superficially created requirements that people are attached to in recent times. The purpose of a generic watch, as well as a branded watch, is the same and the price difference between those two products is huge. However, people will avail the branded products only which are advertised by some celebrity. In recent times, people are unaware of the traps placed by the branded organisation by hiring celebrities for advertisement. People from all the age groups follow their favourite celebrities without checking the requirements of the products and relate to this factor they start buying the products which are out of their reach.
According to Van Nguyen et al., (2020, p.543), there are several driving factors associated with changing the consumer behaviour of every person. Culture is the most important driving factor of customer choice and this factor is observed among young people. If one of the students in an institution has any branded clothes then all the students associated with those institutions will feel the requirements of the products. This is the process by which culture is driving the superficial power which influences the customer demands of any person. However, there are other cultural perspectives based on nationality as well as religion. Consumer demands can be driven based on nationality such as Redmi is the most purchased mobile in India and Apple is the most purchased phone in UK.
Figure 1.2: Inflation rate of UK
(Source: Statista.com, 2022)
The above figure highlights the inflation rate of UK is 2.19% and this data is relevant to 2021, this inflation rate suggests the economic condition of UK. The economic condition of UK has dropped and it can also be analysed by the drop in GDP of UK by 9.7%. According to Wang and Shen, (2020, p.537), the main factor that drives the consumer demands is the income level, that is if the income level of the people is high they will buy unnecessary branded products which are not relevant to their requirements. The people who are under below poverty level conditions will only avail products based on their requirements. People who are not rich and not pure face the problem of choosing the requirements and they are only driven by superficial requirements (Zakaria et al., 2020, p.299). The economic condition of the people in UK has dropped after the impact of Covid-19 however the choices related to brands have not dropped and this is the reason those people are availing products that are out of their reach.
According to Top and Ali, (2021, p.70) lifestyle is the other driving factor that affects the products choices related to every customer. People choose branded products for show-off and this is the context of superficial things which are not real. Branded clothes, as well as products, are symbolising rich people and related to this criteria people are availing themselves of those products to show their broad lifestyle towards luxury. People in UK relate to merchandise clothing that is made based on certain web series or important identities. The impact of these products selling related to E-commerce penetration is already mentioned in this study. Those are certain cheap products that are trending due to the pictures embedded over the clothing which is the most efficient marketing strategy. People especially the younger generation avail those products without checking the quality as well as requirements. This is the relevant scenario where the consumer gets driven by superficial requirements factors.
Figure 1.3: Sell of Luxury car in UK
(Source: Statista.com, 2021)
This figure justifies the increase in the sales of Mercedes cars, which is a luxury car in UK. This factor highlights the Choices of UK people relevant to their lifestyle without requirements. People of the UK follow the trends of choosing luxury cars without the requirements of luxury cars. People in the UK always prefer luxury cars and it is their addiction towards comfortless which sticks to their buying habits related to this factor. It can be concluded that these are superficially created demands. This kind of buying habit which is superficially created based on addiction towards luxury provides the circumstances to understand the actual progress (Bandoniene et al., 2020, p.10). The superficial roots are required to be controlled and people should afford cars based on their requirements which are significant to real buying.
1.6 Significance
The significance of this study can be understood by the analysis of the key concept of consumer behaviour based on real or superficial criteria. This study will analyse the key factors affecting the consuming behaviour of people. People in recent times have various kinds of burying patterns and these factors are driven by lifestyle, culture as well as source of income. These driving factors are creating major issues by influencing people based on superficial factors. This study will highlight the key factors affecting the buying patterns and the issues which are generated due to incorporating buying patterns of the people. People in recent times choose products based on suggestions and this is the reason the burying pattern of the people can be driven by influencing people about the perfect choice of the products based on requirements. The next part of the study highlights the numerical evidence of the local market which is influenced due to superficial trends in the UK. The relevant data related to buyers as well as consumers will be applied in this study to analyse the choosing nature of the people. However, it can be concluded in this chapter the choosing nature of people is driven by superficial factors.
1.7 Structure
Figure 1.4: Structure
(Source: Developed by learner)
The first chapter of the study is an introduction that provides an overview as well as importance of the study. In this part of the study the objectives relevant to the study are mentioned which is required to be achieved in this study. The second chapter associated with this study is Literature review and this factor highlights the theoretical framework along with key pre-existing literature available about the topic. The third chapter associated with this study is methodology. This chapter highlights the technique that is adapted in study for data collection and data analysis. The most important chapter in any research study is data analysis which is the fourth chapter, qualitative as well as quantitative data analysis will be associated with this chapter which is required for achieving objectives. The last chapter is associated with recommendation as well as conclusion and the most important part associated with this chapter is linking with objectives.
1.8 Summary
This research study is associated with analysis of the key concept of consumer behaviour based on real or superficial criteria. This is the first chapter associated with this study which highlights the overview of the study as well as importance of the. The overview of the study is highlighted in the background. The consumer behavioural practices of UK are mentioned in the background along with real and superficial factors influencing the buying behaviour of the consumers. This part highlights the objectives as well as research questions based on which evidence will be collected and analysed to achieve all the objectives associated with this study. Rational in this chapter mention the importance of the study that is importance of knowledge regarding drivers of consumer behaviour. Significance and the structure of the study are also mentioned in this part of the study.
Reference list
Journals
Ali, B.J., Saleh, P.F., Akoi, S., Abdulrahman, A.A., Muhamed, A.S., Noori, H.N. and Anwar, G., 2021, May. Impact of Service Quality on the Customer Satisfaction: Case study at Online Meeting Platforms. In Ali, BJ, Saleh, Akoi, S., Abdulrahman, AA, Muhamed, AS, Noori, HN, Anwar, G.(2021). Impact of Service Quality on the Customer Satisfaction: Case study at Online Meeting Platforms. International journal of Engineering, Business and Management (Vol. 5, No. 2, pp. 65-77).
Bandoniene, D., Walkner, C., Ringdorfer, F. and Meisel, T., 2020. Authentication of meat and dairy products using rare earth element labeling and detection by solution based and laser ablation ICP-MS. Food Research International, 132, p.109106.
Top, C. and Ali, B.J., 2021. Customer satisfaction in online meeting platforms: Impact of efficiency, fulfillment, system availability, and privacy. Amazonia Investiga, 10(38), pp.70-81.
Van Nguyen, T., Zhou, L., Chong, A.Y.L., Li, B. and Pu, X., 2020. Predicting customer demand for remanufactured products: A data-mining approach. European Journal of Operational Research, 281(3), pp.543-558.
Varadarajan, R., 2020. Customer information resources advantage, marketing strategy and business performance: A market resources based view. Industrial Marketing Management, 89, pp.89-97.
Vinokurova, N., 2019. Reshaping demand landscapes: How firms change customer preferences to better fit their products. Strategic Management Journal, 40(13), pp.2107-2137.
Wang, J. and Shen, Z., 2020, December. Research on Crowd-Sourcing Distribution Path Considering Real-Time Customer Demand. In Fifth International Conference on Economic and Business Management (FEBM 2020) (pp. 537-541). Atlantis Press.
Zakaria, A., Arof, A.M., Ishak, I.C. and Mukti, A.Q., 2020. Ro-Ro port facilities toward customer satisfaction: Evidence from Kuala Perlis terminal, Perlis, Malaysia. In Advancement in emerging technologies and engineering applications (pp. 299-303). Springer, Singapore.
Websites
Commonslibrary.parliament.uk, 2022, GDP Drop, viewed on: 08/03/22, viewed from:https://commonslibrary.parliament.uk/research-briefings/cbp-8866/
Statista.com, 2022, E-Commerce Growth In UK, viewed on: 08/03/22, viewed from:https://www.statista.com/topics/871/online-shopping/#topicHeader__wrapper
Statista.com, 2022, Mercedes-Benz Car Sales In The United Kingdom (UK) From January 2017 To December 2020, viewed on: 08/03/22, viewed from:https://www.statista.com/statistics/300409/mercedes-benz-car-sales-in-the-united-kingdom/
Statista.com, 2022, United Kingdom: Inflation Rate From 1986 To 2026, viewed on: 08/03/22, viewed from:https://www.statista.com/statistics/270384/inflation-rate-in-the-united-kingdom/
Wipo.int, 2022, Technological Ranking Of UK, viewed on: 08/03/22, viewed from:https://www.wipo.int/edocs/pubdocs/en/wipo_pub_gii_2020/gb.pdf
………………………………………………………………………………………………………………………..
Know more about UniqueSubmission’s other writing services:
