(Name of author)
Question 1
Consumers between the age of 18 and 34 years are the key demographic to the online shopping. Only one in four online shoppers is above the age of 55 years. Women also tend to purchase more online since they control most of the household spending; 57% of women made online purchases in 2013 compared to 52% of men. A survey conducted in 2015 showed that 55% of online shoppers came from households that made over $75,000 a year (Smith, 2015). There are common themes that influence the selection of an outlet among market segments includes location, price sensitivity, trends, peer influences, and hobbies (Boundless, 2015).
Question 2
Post-purchase dissonance is the feeling of discomfort a buyer gets after buying a product resulting from the feeling of dissatisfaction. All purchases no matter the size will result in some degree of dissonance because every purchase a consumer makes involves some compromise. A high level of post-purchase dissonance will negatively impact brand loyalty since customers withdraw from the brand usage (Hoyer & MacInnis, 2012). Two marketing strategies that companies might use to evaluate the level of post-purchase dissonance is among brand-loyal customers is engaging them in post-purchase communication and providing good return policies.
Marketing Ethics
Question 1
Liquor manufacturers while advertising their products on television should disclose all the effects of the product. These effects may include the health hazards involved in the consumption of the products, and its ability to impair the users reasoning. Another way of returning the campaigning into ethical compliance is airing them during television programs that are rated suitable for viewers over 21 years.
Question 2
In marketing, the product is the most likely to be vulnerable to the ethics violation. This is because the producers are expected to disclose all the information concerning a product including its harmful effects to consumers and society (Schmitz, 2014). Giving this information might lead to a company losing most of its customers, yet the companies also want to make profits. This results in most companies concealing such information (Boatright, 2006). To deal with the product issues, companies should try and minimize the amount of harmful contents in their products (Soba & Aydin, 2011). Also, the companies should honestly disclose all the contents of their products.
References
Boatright, R. J. (2006). Ethics and the conduct of business. India: Pearson Education Limited.
Boundless. (2015, July 21). Post-purchase behavior. Retrieved March 1, 2016, from Boundless, https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/consumer-marketing-4/the-consumer-decision-process-40/post-purchase-behavior-204-10576/
Hoyer, W., & MacInnis, D. (2012). Consumer BehaviorCengage Learning.
Schmitz, A. (2014). Marketing Principles. Australia: Cengage Learning.
Smith, C. (2015). The surprising facts about who shops online and on mobile. Business Insider. Retrieved from http://www.businessinsider.com/the-surprising-demographics-of-who-shops-online-and-on-mobile-2014-6
Soba, M., & Aydin, E. (2011). Ethical approach to fast food product contents and their advertisement strategies. International Journal of Business and Social Science, 2(24), 158–165. Retrieved from http://www.ijbssnet.com/journals/Vol_2_No_24_Special_Issue_December_2011/17.pdf
