Zara- Rapid-Fire Fulfillment Essay Example

Zara- Rapid-Fire Fulfillment Essay It is becoming apparent that the ever changing environment in the global marketplace requires a swifter response time from businesses and their supply chains. The era when production was moved overseas, so businesses can take advantage of low-cost labor is coming to an end, because businesses are not only competing on price but also on time.The owner of Zara, a Spanish clothing store knows this first hand, and has turned supply chain management on its ear, making his company the â€Å"envy of the industry† (Ferdows, Lewis, Machuca, 2004). Zara’s owner; Amancio Ortega, learned early that it is imperative to â€Å"control what happens to your product until the customer buys it† (Ferdows, Lewis, Machuca, 2004, para. 3). Supply Chain Management (SCM) is the reason for success in the fast fashion business. Its dealings are with suppliers and their suppliers, and with customers.It must take into account all the processes from raw materials origin to customer utilizat ion. The productivity of a supply chain is not just the product, but also a combination of place, time, function and form of that product. The way Zara runs its supply chain is so different from others as to appear illogical, however, if we look at Zara’s financials we can see that it works. According to Ferdows, Lewis Machuca, (2004), â€Å"Zara defies most of the current conventional wisdom about how supply chains should be run† (p. 106 para 2).Zara’s creation of an agile supply chain (ASC) is the reason for its success. The whole process of the supply chain in Zara could be divided into four parts: product organization and design; purchase and production; product distribution; sales and feedback. According to Zhang (2008) â€Å"the main duty of ZARA’s designers is not for product innovation, but for reorganizing fashion elements of the existed products on their purpose, transferring them into new kinds of products. They work to interpret the fashion instead of creating fashion† he says.Zara balances its in-house and outsourcing activities, almost half of all its production is done in house while heavy labor tasks like sewing and coloring are outsourced to companies. As a result, activities like prototyping and design are kept in-house to help agility, along with production and delivery of products in small batches instead of large quantities that are difficult to finish. First, by concentrating on shorter response times, the company ensures that its stores are able to carry clothes that its customers want at that time.Zara is able to move from recognizing a popular trend to having clothes in its stores within 30 days, while it may take other fast fashion businesses six to nine months, this means that Zara can quickly identify and catch a popular trend, while its competitors are playing catch up (Bruce Daly, 2006). Faster reaction along with their smaller production units means that Zara does not have to sit on unpopular items, and can produce more of what is selling quickly, which results in higher profit margins ( Ferdows, Lewis Machuca, 2004).This also allows Zara to delay decision making until after new consumer trends are known, which reduces inventory and enables Zara to predict errors (Chopra Meindl, 2012). By spending a little more for automated warehouses, close to their main production centers that assemble, pack and store individual orders for their retail networks,   Zara is able to deliver the new design apparel from the drawing board to the stores in one or two weeks and therefore can respond very quickly to the unpredictability of consumer tastes. Having new items in the stores weekly, keep customers coming back to find the new products.It also helps to keep the stores fresh and minimizes the risk of wrong forecasting (Ferdows, Lewis Machuca, 2004). Information system management is a planned system of the collecting, processing, storing and disseminating data in the form of infor mation needed to carry out the functions of management. Hence, technology is bettering reliability and speed with which information is divulged (Porter, 1980). Hand-held computers or PDA’s are utilized by Zara to collect information on consumer needs between retail stores and the factory in La Coruna.This along with regular telephone conversations between store managers and marketing specialists are one of the reasons that Zara’s information network is so effective. The utilization of PDA’s can be done by any company; it is Zara’s determination not to allow important information to fall by the wayside that assists with its success. PDAs are connected to the stores point-of-sale (POS) system, enabling managers to see how garments rank by sales. In as little as an hour, managers can send information that combine the hard data captured at the POS intermixed with acumen on what customers would like to see.All of this data allows Zara to design and produce sty les and orders based on feedback rather than guesswork. Hence, Zara avoids costly overproduction and the consequent sales and mark-downs that are so widespread in the fast fashion industry (Rohwedder and Johnson, 2008). References Bruce, M. ; Daly, L. (2006). Buyer behavior for fast fashion, Journal of Fashion Marketing and Management , Vol. 10 No. 3 , pp. 329-344 Chopra, S. , ; Meindl, P. (2012). Supply chain management: Strategy, planning, and operation. Upper Saddle River, NJ: Prentice-Hall. Ferdows, K. , Lewis, M. ; Mahuca, J. (2004, November). Rapid-Fire Fulfillment. Harvard Business Review, 82(11), 104-110. EBSCO Host. Porter, M. E. (1980) Competitive Strategy: Techniques for Analyzing Industries and Competitors, Free Press, New York. Qinghua Zhang (2008). Analysis on the Successful Case of Efficient Supply Chain in ZARA, ISBN: 978-1-4244-2107-7, pp. 1-4 Rohwedder, C. , and Johnson, K. , Pace-Setting Zara Seeks More Speed to Fight Its Rising Cheap-Chic Rivals, The Wall Street Journal, Feb. 20, 2008. Tiplady, R. (2006). â€Å"Zara: Taking the Lead in Fast Fashion†, BusinessWeek Zara- Rapid-Fire Fulfillment Essay Example Zara- Rapid-Fire Fulfillment Essay It is becoming apparent that the ever changing environment in the global marketplace requires a swifter response time from businesses and their supply chains. The era when production was moved overseas, so businesses can take advantage of low-cost labor is coming to an end, because businesses are not only competing on price but also on time.The owner of Zara, a Spanish clothing store knows this first hand, and has turned supply chain management on its ear, making his company the â€Å"envy of the industry† (Ferdows, Lewis, Machuca, 2004). Zara’s owner; Amancio Ortega, learned early that it is imperative to â€Å"control what happens to your product until the customer buys it† (Ferdows, Lewis, Machuca, 2004, para. 3). Supply Chain Management (SCM) is the reason for success in the fast fashion business. Its dealings are with suppliers and their suppliers, and with customers.It must take into account all the processes from raw materials origin to customer utilizat ion. The productivity of a supply chain is not just the product, but also a combination of place, time, function and form of that product. The way Zara runs its supply chain is so different from others as to appear illogical, however, if we look at Zara’s financials we can see that it works. According to Ferdows, Lewis Machuca, (2004), â€Å"Zara defies most of the current conventional wisdom about how supply chains should be run† (p. 106 para 2).Zara’s creation of an agile supply chain (ASC) is the reason for its success. The whole process of the supply chain in Zara could be divided into four parts: product organization and design; purchase and production; product distribution; sales and feedback. According to Zhang (2008) â€Å"the main duty of ZARA’s designers is not for product innovation, but for reorganizing fashion elements of the existed products on their purpose, transferring them into new kinds of products. They work to interpret the fashion instead of creating fashion† he says.Zara balances its in-house and outsourcing activities, almost half of all its production is done in house while heavy labor tasks like sewing and coloring are outsourced to companies. As a result, activities like prototyping and design are kept in-house to help agility, along with production and delivery of products in small batches instead of large quantities that are difficult to finish. First, by concentrating on shorter response times, the company ensures that its stores are able to carry clothes that its customers want at that time.Zara is able to move from recognizing a popular trend to having clothes in its stores within 30 days, while it may take other fast fashion businesses six to nine months, this means that Zara can quickly identify and catch a popular trend, while its competitors are playing catch up (Bruce Daly, 2006). Faster reaction along with their smaller production units means that Zara does not have to sit on unpopular items, and can produce more of what is selling quickly, which results in higher profit margins ( Ferdows, Lewis Machuca, 2004).This also allows Zara to delay decision making until after new consumer trends are known, which reduces inventory and enables Zara to predict errors (Chopra Meindl, 2012). By spending a little more for automated warehouses, close to their main production centers that assemble, pack and store individual orders for their retail networks,   Zara is able to deliver the new design apparel from the drawing board to the stores in one or two weeks and therefore can respond very quickly to the unpredictability of consumer tastes. Having new items in the stores weekly, keep customers coming back to find the new products.It also helps to keep the stores fresh and minimizes the risk of wrong forecasting (Ferdows, Lewis Machuca, 2004). Information system management is a planned system of the collecting, processing, storing and disseminating data in the form of infor mation needed to carry out the functions of management. Hence, technology is bettering reliability and speed with which information is divulged (Porter, 1980). Hand-held computers or PDA’s are utilized by Zara to collect information on consumer needs between retail stores and the factory in La Coruna.This along with regular telephone conversations between store managers and marketing specialists are one of the reasons that Zara’s information network is so effective. The utilization of PDA’s can be done by any company; it is Zara’s determination not to allow important information to fall by the wayside that assists with its success. PDAs are connected to the stores point-of-sale (POS) system, enabling managers to see how garments rank by sales. In as little as an hour, managers can send information that combine the hard data captured at the POS intermixed with acumen on what customers would like to see.All of this data allows Zara to design and produce sty les and orders based on feedback rather than guesswork. Hence, Zara avoids costly overproduction and the consequent sales and mark-downs that are so widespread in the fast fashion industry (Rohwedder and Johnson, 2008). References Bruce, M. ; Daly, L. (2006). Buyer behavior for fast fashion, Journal of Fashion Marketing and Management , Vol. 10 No. 3 , pp. 329-344 Chopra, S. , ; Meindl, P. (2012). Supply chain management: Strategy, planning, and operation. Upper Saddle River, NJ: Prentice-Hall. Ferdows, K. , Lewis, M. ; Mahuca, J. (2004, November). Rapid-Fire Fulfillment. Harvard Business Review, 82(11), 104-110. EBSCO Host. Porter, M. E. (1980) Competitive Strategy: Techniques for Analyzing Industries and Competitors, Free Press, New York. Qinghua Zhang (2008). Analysis on the Successful Case of Efficient Supply Chain in ZARA, ISBN: 978-1-4244-2107-7, pp. 1-4 Rohwedder, C. , and Johnson, K. , Pace-Setting Zara Seeks More Speed to Fight Its Rising Cheap-Chic Rivals, The Wall Street Journal, Feb. 20, 2008. Tiplady, R. (2006). â€Å"Zara: Taking the Lead in Fast Fashion†, BusinessWeek

Free Essays on Panopticism

the student â€Å"reports from the syndics to the indendants, from the intendants to the magistrated or mayor.† All teachers and administrators have their own roles and have their own positions in making the school run smoothly. The one postion separate is the security guard. They are the ones walking the hallways, patrolling the parking lots they are in place to keep the peace in school. They don’t follow the â€Å"h... Free Essays on Panopticism Free Essays on Panopticism Panopticism How many times while in school did you feel like you were in a prision? Is that the first thought that comes to ones mind while sitting in classes? Probably not, but it isn’t suprising is it? The idea that schools are like prisions is the idea that Michel Foucault tries to get readers to understand in his essay Panopticism. Schools and prisions alike have their â€Å"experts in normailty† as well as â€Å"key sites of survaillence and control†, which make the two so similair. The bell rings and all the students report to their first class. How do they know where to go and when to go their? Schools run on and with a schedule. Every student is given a schedule and on their schedule it states where to be and when. The school time is kept by a bell, classes starting and ending with a bell. The same is true with prisions; the prisoners are told to be somewhere at a certain time they are there with the sounding of the bell. The process of the schedule is organized allowing follow-ups to be made. Attendance is taken, if a student isn’t present at time of attendance they are repremanded. In schools there are many people who govern over the school in order for everything to move smoothly, the â€Å"experts in normailty†. The governing body starts off at the bottom, teachers are the†syndics†. If the student is still having problems the teacher can now report the student to the vice-principal the â€Å"indentant† and the last resort is the dreaded principal in other words the â€Å"magistrate†. In other words the student â€Å"reports from the syndics to the indendants, from the intendants to the magistrated or mayor.† All teachers and administrators have their own roles and have their own positions in making the school run smoothly. The one postion separate is the security guard. They are the ones walking the hallways, patrolling the parking lots they are in place to keep the peace in school. They don’t follow the â€Å"h...

Tear Gas - What to Do If You Are Exposed

Tear Gas - What to Do If You Are Exposed Tear gas (e.g., CS, CR, Mace, pepper spray) is used to control riots, disperse crowds, and subdue individuals. It is intended to cause pain, so exposure to it is not fun. However, the effects of the gas usually are temporary. You can expect relief from most of the symptoms within a couple of hours of exposure. This is a look at how to prepare for a potential encounter with tear gas, with tips on how to respond. Symptoms of Tear Gas Exposure stinging and burning of the eyes, nose, mouth, and skinexcessive tearingblurred visionrunny nosesalivation (drooling)exposed tissue may develop a rash and a chemical burncoughing and difficulty breathing, including a feeling of chokingdisorientation and confusion, which may lead to panicintense anger The disorientation and confusion may not be totally psychological. In some cases, the solvent used to prepare the tear gas may contribute to the reaction and may be more toxic than the lachrymatory agent. What to Do Tear gas usually is delivered in the form of a grenade, which is fitted onto the end of a gas gun and fired with a blank shotgun cartridge. Therefore, you may hear shots being fired when tear gas is used. Dont assume you are being shot at. Do not panic. Look up when you hear the shot and avoid being in the path of the grenade. Tear gas grenades often explode in the air, delivering a metal container which will spew gas. This container will be hot, so do not touch it. Do not pick up an unexploded tear gas canister, since it could explode and cause injury. The best defense against tear gas is a gas mask, but if you dont have a mask there are still steps you can take to minimize damage from tear gas. If you think you might encounter tear gas you can soak a bandana or paper towel in lemon juice or cider vinegar and store it in a plastic baggie. You can breathe through the acidified cloth for several minutes, which should give you sufficient time to get upwind or reach higher ground. Goggles are a great thing to have. You can use tight-fitting swim goggles if chemical safety goggles arent available. Dont wear contacts anywhere you might encounter tear gas. If you are wearing contact lenses, immediately remove them. Your contacts are a loss as is anything else you cant wash. You can wear your clothes again after you wash them  but wash them separately that first time. If you dont have goggles or any sort of mask, you can breathe the air inside your shirt, since there is less air circulation and therefore a lower concentration of the gas, but that is counterproductive once the fabric becomes saturated. First Aid First aid for eyes is to flush them with sterile saline or water until the stinging starts to abate. Exposed skin should be washed with soap and water. Breathing difficulties are treated by administering oxygen and in some cases using medication that are used to treat asthma. Medicated bandages can be used on burns.

Solve general biology 1 Essay Example | Topics and Well Written Essays - 500 words

Solve general biology 1 - Essay Example   CAM plants  have temporal adaptations which allow the fixation of carbon dioxide through stomata only during the night, while C4 plants exhibit morphological adaptations and can keep stomata partially open during the day even under hot and dry temperatures, storing the fixed carbon in specialized cells. Links to Test Questions and Answers Read question 1 Read answers for question 1 Read question 2 Read answers for question 2 Read question 3 Read answers for question 3 Read question 4 Read answers for question 4 Read question 5 Read answers for question 5 Read question 6 Read answers for question 6 Read question 7 Read answers for question 7 Read question 8 Read answers for question 8 Read question 9 Read answers for question 9 Read question 10 Read answers for question 10 Read question 11 Read answers for question 11 Read question 12 Read answers for question 12 Read question 13 Read answers for question 13 Read question 14 Read answers for question 14 Read question 15 Read answers for question 15 Read question 16 Read answers for question 16 Read question 17 Read answers for question 17 Read question 18 Read answers for question 18 Read question 19 Read answers for question 19 Read question 20 Read answers for question

Dram Job Essay Example | Topics and Well Written Essays - 500 words

Dram Job - Essay Example In this regard, this paper discusses my dream job, critically highlighting the major factors and requirements of getting there. Undoubtedly, the fashion and apparel industry is a dynamic one with new trends setting in throughout the year. In this regard, I have always had an undying love for fashion and new trends primarily because my father used to buy me new clothes every time a new fashion trend set in. Additionally, I come from a strong Islamic background hat necessitate the followers to put on certain distinctive kinds of clothing. Owing to these factors, I have always aspired to work in a textile industry particularly as a high-ranking manager in order to help make clothes accessible to the human race. This is especially so after having watched certain regions in the world through the television, where adults had barely any clothes to cover their bodies. Primarily, my dream career is to set up a clothing company and run it as the CEO in Saudi Arabia. Although I am still in high school, I can clearly visualize myself managing this big textile company than manufactures a wide array of clothing. Perhaps it would be desirable if I elaborate why I prefer setting the company in Saudi Arabia. Since Saudi is my home, I prefer to operate there as the proprietor and because I am well versed with the country’s laws especially laws pertaining to business, I strongly believe that I will not face any major challenges during the startup. Besides, I have many friends back in Saudi Arabia who are very competent as far as marketing of fashion products is concerned and in this respect, their input will give my business a head start. Before I embark into any business or profession for that matter, I have to ensure that I successfully pursue and complete my studies to the university level. As part of my ambitions, I aspire to graduate from Cape Breton University (CBU) with a Bachelor of Commerce degree that will be very

That Evening Sun Essay -- Literary Analysis

â€Å"That Evening Sun† is a short story written in 1931 by William Faulkner. Faulkner’s life in the South and family history has had a significant influence upon Faulkner’s writing style, in both content and its context, and his knowledge of southern culture and events in its history only add depth to his work. The events in â€Å"That Evening Sun†, like many of Faulkner’s stories, takes place in the fictional town of Jefferson. The story is narrated by Quentin Compson who was nine years old when the story takes place, but is now an adult recounting the events from fifteen years before. The story revolves around the Compson’s and their children’s relationship with the stories main character Nancy. Nancy is a Negro woman who is employed by Compson family. Nancy has got herself into a dilemma first by causing a disturbance by publicly demanding payment from the town banker and church deacon Mr. Stovall for sexual services and next by be coming pregnant with by him. Nancy’s pregnancy causes her husband Jesus to become angered; he then deserts her and leaves town. Nancy communicates to Mr. Compson, that she believes Jesus will soon return to kill her. The story relates to the reader the seriousness of Nancy’s situation and how and how it is taken without any seriousness by the Compsons’. There are several literary terms which are significant to â€Å"That Evening Sun†. â€Å"That Evening Sun† is told from a third person point of view. The narrator of the story is Quentin Compson who is also a character in the story. He tells his story fifteen years after the events have passed looking back upon them as an adult. The setting of the story is in Jefferson, Virginia around 1902. The protagonist of the story is Nancy who is struggling with the fear that her ... ...ed to the crucifixion of Christ where Peter denies him three times. When Nancy is taken to Jail and hangs herself, this can also be compared as a crucifixion. I am still at odds at whom or what is the heart of her suffering. One can also see how unaware the children are of the situation, only Quentin seems to know what Nancy is afraid of. Since it is Quentin who is narrating the story we do not know if his understanding happened at the time of the story or upon his retelling. Reading â€Å"That Evening Sun†, has inspired me to read The Sound and the Fury, which I believe has many of the same characters. Works Cited Faulkner, William. â€Å"That Evening Sun†. literaturesave2wordpress.com.N.p., N.d. Web. 04 February 2012. Johnston, Kenneth G. â€Å"The Year of the Jubilee: Faulkner’s â€Å"That Evening Sun†Ã¢â‚¬ www.jstor.org. Duke University Press. 1974. Web. 04 February 2012.

Battle of the Beers Essay

Introduction This case is about the intense battle between beer rivals in the United States, particularly between Anheuser-Busch (A-B), the world’s largest brewer, and SABMiller, the world’s second largest brewer. It discusses about how the companies used advertising in their brand positioning in order to compete with each other and increase the sales. This case starts by describing the strategies used by the both company when the battle began since the South African Breweries (SAB) purchased Miller Brewing Company in 2002. The 2 leading beer brewing companies uses different strategies to fight with each other in order to communicate how its beer differ from competition to draw in more consumers. First, Miller emphasized on the light beer, taking advantage of the health conscious trend where consumers were looking for low-carb beer by using comparative advertising campaign claiming that the Miller Lite has half the carbs than Bud Light. This prompted counteroffensives from A-B that mock Miller Lite’s low-carbs claims and challenge beer drinkers to choose on taste. To counter that, Miller then attack back by emphasizing also on the taste of the light beer. Things become worse when Miller also launched a new offensive campaign which lampooned Budweiser for its self-proclaimed title as â€Å"King of Beers† and Budweiser lashed back by labelled Miller Lite as â€Å"Queen of Carbs†. Miller filed a lawsuit against Budweiser asserting the false and misleading claims by Budweiser to Miller Light which will definitely affect the image of SABMiller. Then, Miller used blind taste tests and shifted to emphasizing taste and flavour instead of stuck with a carb positioning. In 2004, the companies used comparative advertising, where Miller launched new advertising campaign attacking Budweiser, and A-B also launched direct counterattack, and this made the battle become even more intense that others are being pulled into the fray. Television networks were refusing commercials on both sides  because their unduly disparaging or appear to contain taste claims that are unsubstantiated and misleading. While Miller continue to press on the taste issue, A-B introduced a new product promoting as having no lingering aftertaste and also emphasizing the freshness of its beer. The battle between the 2 companies goes back and forth. Questions: 1. What attributes are most important in determining beer purchasing decisions? How does this vary by market segments? There are many important attributes that need to be considered in determining beer purchasing decisions. As described in the case, these includes taste, aroma, and appearance. (i) Taste/Flavour/Aroma Taste is the most important attribute in determining beer purchasing decisions as consumers buy beer for the taste. As evident in the case, Miller spent huge amounts on advertising the taste advantage they hold over Budweiser. They held blind taste tests where consumers were seen to choose Miller over Budweiser in the tests. Their success in providing good taste led to Miller recording a 2.6 % increase in sales volume in 2003 as consumers felt that Miller beers were better in taste. Aroma is extremely important to beer’s overall taste and it determines the purchase decision of a beer. The market segments that emphasize on aroma in their beer purchasing decision are mostly experienced beer drinkers. The repeat beer purchase will takes place when the taste of the beer suit the customers. Health-conscious consumers who are looking to reduce their carbohydrate intake might opt for beer which are less sugar. Consumers who give more preference to the aroma of beer might look for strong aroma beer or beer which suit his or her taste. Some market segments might prefer beer with no lingering aftertaste. (ii) Appearance The process of purchasing a beer begins with its visual appearance. Many people make hasty judgments of taste (food or beverage) based entirely on sight alone. In terms of beer appearance, what consumers looking for are colour, clarity, and head retention. Although one colour is not necessarily better than the others, and none indicates directly how the beer will taste, but many beer drinkers will just have their own preference and perception of beer colour. Also, if a beer can’t form a head, either it’s improperly carbonated or the vessel into which it’s poured is dirty. Many beer drinkers will most probably emphasize on the appearance of the beer and are obsessed with beer clarity; if the beer is not crystal clear, they would not drink it. Some markets segments might prefer darker beers like stouts whereas others might prefer lighter beers such as wheat beers. (iii) Price Many people judge or determine a product quality based on the price. This is also true for beer purchases, and is especially true for those non-experienced beer drinkers. Higher price could have one of two effects on consumer preference: it could cause the product to seem higher in quality, or it could make the product less desirable because of the extra expense. Although most of the time price may reflect the quality of the beer (higher quality, higher price, and vice versa), but this is not all the time. For those who are emphasize on the quality of the beer, they might probably prefer to buy the higher-priced beer. Higher-income beer drinkers also might choose the higher-priced beer which they perceived that the beer has higher quality. For those market segments who just drink beers for enjoyment for example peers gathering, they might just buy the cheaper beers. (iv) Brand name Brand is the most important non-sensory factors affecting consumers’ choice  decisions of products. It seen as a promise, a guarantee or contract with the manufacturer and a symbolic mean and sign of quality. Beer drinkers will choose their beers based on their own beer brand preferences too. Researchers had found that ultrapremium beer was rated higher than inexpensive beer when brand names were unknown, hence shows that brand name do affect beer purchasing decision. In the market segments which earned a higher-income might prefer branded (usually higher-priced) beers. Younger generation might also choose those cheaper but well-known brand due to the exposure of the advertisements and they tend to follow the trend. 2. How would you construct a valid taste to determine beer buyers’ preferences? The methods used to construct a valid taste to determine beer buyer preferences based on different attributes would be as follows: Based on taste/flavour/aroma: Conduct blind-taste tests by providing the participants the cups of different beers to be tested which labelled A through E. Participants will be asked to taste each of the beers, and then spit out the beer into an empty glass. Between each beer taste, participants will rinse out their mouths with water to avoid cross-contamination among trials. After tasting all the beers, participants will rank order the five beers on the basis of the quality of their taste. Based on appearance: Conduct tests by providing the participants different beers with differences colour and level of clarity. For example by providing the participants different cups of beers with different colour and clarity labelled with A, B, C, D, and so forth without the acknowledge the participants what type or brand of the beers are. Differences in preferences across the samples will demonstrate whether consumers prefer one colour (eg. darker colour) than the others. The preference of beer based on the label colour, design, logo, or  the shape of the packaging can be tested as well. Based on price: Conduct tests by providing the participants different selections of beer with different prices to assess whether consumers use price to disambiguate taste. For example, the beers selected varied in price, from $7.99 per six-pack to $2.69 per six-pack. The prices per six-pack were as follows: Brand A: $7.99; Brand B: $5.99; Brand C: $3.99; Brand D: $3.49; and Brand E: $2.69. Participants will rank the different beers according to their own preferences and on the basis of their prior knowledge about these beers. Based on brand name: Conduct tests by providing the participants different selections of beer with different brand names. For example, different beer brands such as Anchor Steam, Samuel Adams, Budweiser, Miller Genuine Draft, and Schlitz will be provided to participants. Participants will be asked to rank the different beers according to their own preferences and on the basis of their prior knowledge about these beers. Conclusion: Consumers’ attitudes, beliefs, and feelings play important role in deciding if they are going to purchase the Anheuser-Busch or SABMiller beer brand such as Budweiser or Miller respectively. The beer marketers need to be able to identify the target markets’ shopping, purchase, spending, and consumption patterns in order to predict what consumers want from such product. Consumer intention acts as a helpful indicator to the types of marketing activities to carry so that they are able to attract the right market segment, thus leading to high profits. In conclusion, understanding consumer behaviour is significant because marketers want to attract the right consumers to purchase their brand.