The toiletry and disposable paper business sector was undergoing various challenges during the past five years because of a fast developing price competition and a high penetration of households. (Euromonitor International, The World for Disposable Paper products, 2005)
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Segmentation as a response to deep market penetration
- Rising level of price consciousness
- Germany as an example
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This article aims to explore the influence of marketers on consumer behavior in the disposable paper sector, particularly in the context of changing economic conditions and rising consumer consciousness. The analysis focuses on the impact of product innovation, market segmentation, and price sensitivity on consumer preferences.
- The impact of product innovation and segmentation strategies on consumer behavior.
- The influence of rising price consciousness on consumer purchasing decisions.
- The role of private label brands in challenging established brands in the disposable paper sector.
- The effectiveness of marketing strategies in promoting premium-priced products.
- The relationship between economic conditions and consumer preferences for disposable paper products.
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: Introduces the paper's focus on the influence of marketers in the disposable paper sector, highlighting challenges posed by price competition and market penetration.
- Segmentation as a response to deep market penetration: Explores the manufacturers' response to market saturation through product innovation and market segmentation. It questions whether the created demand reflects genuine consumer needs or marketer-driven strategies.
- Rising level of price consciousness: Discusses the growing price sensitivity among consumers due to economic factors, leading companies to adapt their strategies to accommodate changing customer expectations and perceived value.
- Germany as an example: Uses the example of Germany to illustrate the growth in value-added toilet paper products, highlighting the role of marketing strategies and the presence of both premium and private label brands.
Schlüsselwörter (Keywords)
The primary keywords and focus topics of this text include disposable paper products, market segmentation, product innovation, price sensitivity, consumer behavior, brand loyalty, private label brands, premium-priced products, economic conditions, and marketing strategies.
Frequently Asked Questions
Are customers in the disposable paper sector still influenced by marketers?
The article critiques this statement, exploring how marketing strategies like product innovation and segmentation continue to shape consumer behavior despite rising price consciousness.
How has market segmentation responded to market saturation?
Manufacturers use segmentation to create new niches (e.g., premium or multi-layered products) to maintain value growth in a highly penetrated household market.
What role do private label brands play in this sector?
Private labels challenge established brands by offering similar quality at lower prices, appealing to the growing number of price-conscious consumers.
Is Germany a good example for the disposable paper market?
Yes, Germany illustrates a trend where value-added products (like premium toilet paper) thrive through marketing, alongside a strong presence of discount/private label options.
What is the impact of economic conditions on consumer preferences?
Economic downturns increase price sensitivity, forcing marketers to better demonstrate the "perceived value" of premium products to justify higher prices.
Does marketing create genuine consumer needs?
The paper questions whether demand for certain innovations is driven by actual consumer requirements or is a result of sophisticated marketer-driven strategies to differentiate products.
- Quote paper
- Miriam Mennen (Author), 2007, Critique on statement: Customer in the disposable paper sector are still influenced by marketers, Munich, GRIN Verlag, https://www.grin.com/document/145647
