Chapter 2 Exercises Case Exercises Essay - 2269 Words

Chapter 2 Assignment Ryan M. Kethcart INFOST-491 SEC-OL Exercises 1. Consider the statement: an individual threat agent, like a hacker, can be a factor in more than one threat category. If a hacker hacks into a network, copies a few files, defaces the Web page, and steals credit card numbers, how many different threat categories does this attack fall into? a. Overall, I believe this attack falls into four major threat categories: deliberate acts of trespass, compromises to intellectual property, technical failures, and managerial failure. Furthermore, I believe this attack would be categorized as a deliberate act of theft/trespass which compromises intellectual property due to technical and managerial failures. b. It†¦show more content†¦h. Overall, a security administrator could use this manual to gain knowledge of terms associated with phreaking and the in’s amp; outs of the process (i.e. how it is executed). However, the security administrator should focus on Chapter 10 – â€Å"War on Phreaking† – this section (pg 71-73) deals with concepts such as access, â€Å"doom,† tracing, and security. An administrator could reverse engineer this information to protect his/her systems from such attacks. 4. The chapter discussed many threats and vulnerabilities to information security. Using the Web, find at least two other sources of information on threat and vulnerabilities. Begin with www.securityfocus.com and use a keyword search on â€Å"threats.† i. http://www.darkreading.com/vulnerability-threats ii. Dark Readings Vulnerabilities and Threats Tech Center is your resource for breaking news and information on the latest potential threats and technical vulnerabilities affecting todays IT environment. Written for security and IT professionals, the Vulnerabilities and Threats Tech Center is designed to provide in-depth information on newly-discovered network and application vulnerabilities, potential cybersecurity exploits, and security research results j. http://www.symantec.com/security_response/ iii. Our security research centers around the world provide unparalleled analysis of and protection from IT security threats that include malware, security risks,Show MoreRelatedproject manajment1121 Words   |  5 Pagesï » ¿2-15-99 Project Management: The Managerial Process COMPREHENSIVE TABLE OF CONTENTS PREFACE CHAPTER 1 Modern Project Management What is a project? 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Consumer Behavior In Context Of Forecourts †MyAssignmenthelp.com

Question: Discuss about the Consumer Behavior In Context Of Forecourts. Answer: Introduction: Concept ofmarketing initiates with the evaluation of needs of the consumers and behavior for meeting these needs. The main issue in this context is to learn the facts considered by the consumers while choosing any brand. Study of these facts is known as consumer behavior. It can be said that consumer behavior is that subset of the human behavior which deals with the decisions and acts of the consumers while purchasing any product or service. As stated by walters Bergeil (1989), consumer behavior consists of those decisions and related activities of the individual which particularly involved the purchasing and using of the economic goods and services. As stated by the Schiffman Kanuk (1991), consumer behavior is considered as the behavior of the consumers which reflect at the time of searching, buying, using, assessing and positioning of the products and services which they expect will fulfill their needs. TheAmerican Marketing Association defines the behavior of consumer, and as per this association behavior includes the vibrant communication of thought, behavior and events of environment through which human beings demeanor the argument aspects of their lives. It must be noted that, single point of exiting the study of consumer behavior theory is the intra-individual approach, as this approach focus on the decision-making of individual consumers. This theory is considered as the activity which helps in resolving the issue and involves number of steps. The main decision for this purpose is made by the consumer, whether to purchase the product or not while engaged in specific buying situation. However, in some particular categories of the product, choice of store is considered as more important by the consumer in comparison of choice of a brand, and it also involve a difficult set of decision criteria. Consumers visit different stores for the purpose of purchasing different types of products, but motive of consumers for shopping is generally different from the purchasing a specific product (Robertson, 1970). Generally, there are two main motives of consumers for engaging in the shopping that are personal and social motives. This paper discuss the retail consumer behavior in context of Forecourt Retailer, and for this purpose structure of consumer behavior report includes different sections such as concept related to consumer behavior, attitude of consumer decision making process, family tribes and virtual groups etc. lastly, paper is concluded with brief conclusion which summarize key facts of this report. About Forecourt Retailers: Long ago, forecourts were only used for filling up the fuel, but now things had been changed. Presently, they convert themselves in the most convenient shops and enter into direct competition with the traditional convenience stores. Generally, maximum number of shoppers visit the forecourt by car, and this provide the opportunity to Forecourt to increase the customer base, and this opportunity is generally not available to convenience stores because these stores are located in city centers or main roads with no parking available. Recent years witnessed major changes in the structure of forecourt, and 2005 is considered as that year in which revolution of shoppers perception initiated in context of forecourt. Now, shoppers treat the forecourts as a normal convenience store, and because of this reason it is necessary for retailers and suppliers to understand the importance of forecourts. In other words, now forecourts are not considered as petrol stations, but they are considered as a convenience store which also sells petrol. Therefore, these stores opened up different opportunities for food suppliers such as provide better offers to the forecourts for the purpose of attracting shoppers in the forecourt convenience stores. On the basis of above stated facts, it can be said that it is necessary for forecourts retailers to understand the behavior of the consumers (HIM, 2017). Consumer behavior its theories: Decision making process of consumers is considered as hot topic of debate which attracts the interest of various researchers from long time. There are number of economists such as Nicholas Bernoulli, John von Neumann and Oskar Morgenstern, who evaluated the basis of consumer decision making theory (Richarme, 2007). This early research only focuses on the economic outlook and only considers the piece of buying. The most important model in this context is utility theory which stated that consumer take their decision on the basis of the projected results of their decisions. Consumers are considered as balanced decision makers who only consider their own interest while taking the decisions (Schiffman kanuk, 2007). It must be noted that, where utility theory stated that consumer is a rational thinking man, contemporary research related to consumer behavior consider the large number of factors which influence the consumer, and it also recognize the large number of ingesting activities. Ge nerally, these activities consists the requirement of recognition, search of information, evaluation of alternatives, building of purchase intention, purchasing act, consumption, and lastly disposal. This also completes the view of consumer behavior which has evolved through different visible stages over the past century in context of new research methodologies and model approaches being adopted. However, this evolution is continuous in nature, and approach of consumer behavior reacted since 1950 only to the conception and growth of modern marketing for the purpose of ensuring the more universal range of activities and this directly influence the decision taking by consumers (Blackwell, 2001). This is shown in the contemporary definition of the consumer behavior that is, consumer behavior is considered as study related to the process which involves those situations when individuals or groups choose, buy, use, and dispose any product or service for the purpose of satisfying their nee ds and desires (Solomon, 2006) Schiffman Kanuk (2007) aso consider the similar approach for the purpose of defining the consumer behavior: behavior that displayed by the consumers while searching, buying, using, evaluating, and disposing of products and services that they expect will satisfy their requirements. It can be said that maximum contemporary definitions of the consumer behavior are similar in scope. Reasoned action theory: in the late 1960s, this theory was created by the Fishbein and Icek Ajzen, and this theory mainly focuses on the pre-existing attitudes in the process of decision making. This theory base on the approach that, consumers act on a behavior which relies on their intention for creating and receiving particular results. In this analysis, consumers are considered as balanced characters that choose to act in the best interest of their own. This theory stated that, specificity is important in the process of decision making and consumer only takes any particular action when there is equally particular result expected. It must be noted that consumer has power to change his mind and decide on different course of action (OHIO, n.d.). Consumer attitude models and measurement: There are number of models which can be used by the organization for evaluating the attitude of the consumers, and some of these are stated below: Tri-component model: Consumer involvement in Decision making process: Consumer involvement is considered as that state of mind which motivates the consumer to purchase the product, and it also consider the importance of the place of consumer on a product or service. It must be noted that there are three levels of involvement of a consumer in the decision making process, and different factors which influence the involvement of a consumer. Low involvement Medium involvement High involvement In this decision taken by consumers are considered as habitual decision, and it involves those products or services which are purchased by consumers on regular basis. This can be understood through example; low involvement decisions include groceries, laundry detergent, and household items. As these items are purchased by the consumers on continuous basis and in this customers knows what they want to purchase (Inspire one, n.d.). These decisions are simple in nature, as they are made in stores and do not involve much time. This can be understood through example; medium involvement decision include new pair of shoes, accessory, etc. in this consumers are more involved as compared to low involvement decision but they does not conduct any research on these product or service. High involvement decisions include those products or services which reflect the finances, personality, status and supporting lifestyle of the consumer. This can be understood through example; purchase house, car, and any other luxury item (Blomberg kyring, 2012). It must be noted that there are two set of factors which decide the degree of involvement in the decision making process: Nature of the product or service. Consumer psychology However, it is considered by expert degree of consumer involvement mainly depends on the risk taken by consumer while purchasing any product, which means higher the risk the more deep consumer involves (Choudhary, n.d.). Generally, there are almost five types of involvement which named as ego involvement, commitment, communication involvement, importance of purchase, and Extent of information secured (Rifon Trimble, 2002). Models of consumer involvement: Reference groups: A reference group is considered as that group who influence the decision of purchaser, and purchaser consider the perspectives of this group while taking his decision. It must be noted that reference group could be very large or very small, and this group generally includes family members and close friends. These groups set the lifestyle level and purchasing patterns. Reference groups are divided into two types that are primary groups and secondary groups (NPTEL, n.d.). Primary groups include those groups which basically include set of people with whom we met every day, and these peoples have direct and strong influence on the lives of consumers and also on their buying decisions. Primary groups make the person comfortable and give them feeling that they are with the person at the time of making the purchase decision. These people help the consumer by providing clear and honest advices, and because of this person get more confident in context of purchase. O the other hand, secondary reference group is considered as formal group and they communicate less frequently as compared to primary reference group. These groups generally include professionals, colleagues, seniors at work, etc. However, in case of secondary groups power to influence the consumers is less in comparison of the primary reference group, as they are not confortable in sharing their thoughts and views in the groups (Eszter, 2008). Some other reference groups in context of consumer behavior theory are stated below: Aspirational group: Aspirational group is considered as that group to which an individual desire to become a part. An individual is currently not the part of that group but wish to become part, and for this purpose an individual copy the existing members of that group. Dissociative group: this group is completely opposite from the group of aspirational people, as in this people deny to become or get connected to any specific group. In other words, people hate to become part of any particular group. It is necessary for Forecourt to identify such people and understand their needs such as likes and dislikes of the consumers, and also the groups to which such consumers belong. Forecourts must understand the degree up to which reference group influences the consumers and also which group influence the consumers most (Bray, n.d.; Shodhganga, n.d.). Family: Family of any consumer play most important role in their decisions such as parents, siblings, relatives all have different thoughts in context of any product. Following are the roles played by family in the decision making process of the consumer: Influencers these people are those who provide ideas and information related to any product or service to the consumer. Gate Keepers it include those members of the family who generally panel the information such as parent and siblings who provide information to the consumer in different ways. Decision Makers it includes the parents and other guardians of the consumer who possess right and power to take decision on the behalf of the consumer. They take their decision after completing the research and on the basis of results they purchase or dispose the product. Buyers it include those peoples who actually purchase the product. End Users it include those persons who finally use or consume the product (bailey, 2011). It must be noted that any consumer easily gets influenced by his family members and friends. Social class: It must be noted that, all the societies include division of members in a society into the hierarchy of different classes of society. Generally, social class is referred as amount of status possessed by the member of any particular class in comparison of members of other classes. Membership of social class is considered as main driver of the consumer attitude and behavior development. The measurement of any social class is concerned with the classifying individuals into the groupings of the social class. These groups are of particular value to the marketers, who use social classification as an effective tool for the purpose of identifying and segmenting target markets. Almost three methods are present for measuring the social class, and these three methods are subjective measurement, reputational measurement, and objective measurement. It must be noted that subjective measures rely on the self-perception of the individual, but measures related to reputation depends on the others perceptions. There is one more method that is objective measures, and under this method marketers use particular tools of socio economic either alone or in combination with others (Scribd, n.d.). Class structures usually range from class two to nine class, and the most frequent use of classification system includes almost 6 classes upper upper, lower upper, upper middle, lower middle, upper lower, and lower lower classes. It must be noted that profiles of these classes are reflected in the difference occurred in the attitudes, activities, and consumption habits of the consumers. This is the reason that marketers provide social class based market segment is of high importance. Forecourts can use Geo-demographic clustering technique in this context, this technique combines the geographic and socio economic factors for the purpose of locating concentration of customers with specific characteristics. Usually, marketers directed their attention towards the wealthy consumers, who reflect the fastest growing segment in our population. However, some marketers considered it extremely profitable as they can consider the needs of the non-wealthy consumers and hold strong position in the market. Forecourts must consider the needs and requirements of both the classes and try to manage their products and services in this context. Research has revealed the social class differences in the habits of clothing, home decoration, etc (management innovations, 2008). Understanding of the individual consumer: Motivation- this is another driving force which force them to take any particular action. As stated by the Maslow, proposition is the needs stated at one level and these needs must be at least partially satisfied before those at the next level become important in determining our actions. Customers also take their buying decisions on the basis of this theory. Conclusion: This report reflects number of different approaches for the purpose of modeling the behavior of the consumer and decision making process. It can be said that maximum contemporary definitions of the consumer behavior are similar in scope. Consumer behavior theory is the area which is subjected to broader research, and it is believed and expected that still there is hope to identify new approaches in this context. As stated above, consumer behavior is considered as the behavior of the consumers which reflect at the time of searching, buying, using, assessing and positioning of the products and services which they expect will fulfill their needs. It must be noted that, those approaches which are defined above in terms of consumer behavior fails to consider the role of ethics, social responsibility and altruism. Review in terms of the decision making models stated above highlights the choices of consumer and also identifies the key process that result in behavior of individual. Large number of variables has been theorized across the models, and each model has evidence to justify its inclusions while making attempts to explain the behavior. References: Bailey, J. (2011). Customer buying behavior at selected petroleum shops in Cape Town. Available at: https://etd.cput.ac.za/bitstream/handle/20.500.11838/973/205208258_Bailey_John_F_mtech_bus_admin_2011.pdf?sequence=4isAllowed=y. Accessed on 7th April 2018. Blackwell, R. (2001). Consumer Behavior. 9th ed. Orlando: Harcourt. Blomberg, A. Kyring, O. (2012). Consumer Involvement and its Outcomes. 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