A Consumer Bahaviour Case Study

Seminar paper from the year 2007 in the subject English Language and Literature Studies - Linguistics grade: 17 University of Hamburg (Institut für 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 2500 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 averagedapproximately 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 serviceannouncements.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 andthen 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