Understanding how consumers, feel, think, reason, and choose between different brands or products is an important factor for any company to be aware of when trying to gain market share. When you purchase a service or a good you are a consumer. Consumers have attitudes, thoughts, believes, habits, and reason behind every product or service purchased. The consumers’ behavior is important to be aware study so you can gear your product or service to what they are will buy or use. Consumer behavior is takes a look at the detailed process a consumer takes to select, use, and dispose of a product and/or service. Through the study of consumer behavior companies can market to the consumer according to a strategic plan. Society is heavily influenced and as a result of the study of consumer behavior. “The impact of consumer behavior on society is also of relevance. For example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and economy.” (Perner, 2010) A purchase that I made was a Toshiba laptop. The product, price, promotion, and place where all factors in affecting my purchasing decision of this large purchase. Product plays a role in my choice when it came to shopping for a laptop because I wanted a product that had a great reputation. Along with a well known brand, I wanted something small, light, fast, and convenient laptop. I was interested in a product that was also appealing to look at.
The laptop was an important purchase since I need it to complete my online degree. I needed something that was reliable and would not give out on me during the creation of a weekly paper or a test. This fact lead me to focus my search on companies that were branded and well recognized. I was not interested in looking at any off brand products for this important purchase.
Price played a role in my purchase because I had a very tight budget and I could not go over. However, I knew from past experiences that buying the very least expensive laptop is not
Class # 3 Agenda: Chapter 5 (Consumer Behavior) Chapter 6 (Business Buyer Behavior) Dr. Rebecca Reczek Autumn 2014 What is Consumer Behavior? • Consumer buyer behavior: the buying behavior of final consumers, individuals and households, who buy goods and services for personal consumption Model of Consumer Behavior Characteristics Affecting Consumer Behavior Factors Influencing Consumer Behavior Characteristics Affecting Consumer Behavior: Culture • What is culture? LEARNED set of meanings…
Alyssa Shenk Professor Bechkoff Bus 134A Sec 80 14 January 2015 Utilitarian Motivation Utilitarian consumer motivation can be described as a push to do and purchase things based on its utility and functionality (Dhar & Wertenbroch, 2000). Utilitarian motivation usually leads to purchases such as refrigerators, air conditioners, and strollers rather than designer handbags and diamond earrings (hedonic motivated purchases). Items purchased with utilitarian motivation serve a purpose and solve problems…
so that consumers are truly intrigued in their company is setting high goals as a company so that consumers notice them in a way that keeps Johnson and Johnson at the top of their game. The way that john and Johnson keeps close with all of their consumers is relating with them as much as possible so that they can build a relationship with their customers and the same reasons why people want to work at Johnson and Johnson. By keeping in top ranks of all types of categories shows consumers how much…
5/9/14 Consumer Behavior & Persuasive Sales Techniques Chapter 5 Summary Guide What is Attitude? Let’s Talk Question: What Goes into our Attitudes? The Cognitive element- What we have experienced or seen it is in our mind, marketers puts information in our mind about their products. The Affective element- How we feel is our emotions and our emotions affect us. Color can be an example, color shows emotions. The Behavioral element- Our actions towards objects can be positive or negative…
extent to which the consumer is uncertain about the consequences of an action Inconsistency with attitudes: extent to which new info is consistent with previously acquired knowledge or attitudes MASLOW’S HIERARCHY OF NEEDS GOALS A goal is a particular end state (outcome) that we would like to achieve (concrete or abstract) CONCRETE: specific to a given behaviour or action & determined by situation ABSTRACT: e.g. to be a good student Promotion focused: consumer motivated to achieve…
Marketing and Consumer Behaviour –MEMBERSHIP # ?????? Marketing and Consumer Behaviour I confirm that in forwarding this assessment for marking, I understand and have applied the CIM policies relating to word count, plagiarism and collusion for all tasks. This assignment/ project is the result of my own independent work/investigation except where otherwise stated. Other sources are acknowledged in the body of the text and/or a bibliography is appended. The work that I have submitted has…
South American and Latin-American region. With a population of just over 40 million people, the Spanish speaking country has multiple aspects of consumer behavior that influence the way that people spend. Marketing in Argentina is communicated in ways very similar to the United States. Radio and television are large factors in how marketers reach consumers in Argentina. There are 170 AM radio stations and 2000 FM radio stations in Argentina with about twelve million radio sets in use and 46 television…
these newly acquired female fans. In the following pages we will introduce the events that led to this possible rift, explain how that translates into a marketing problem for the NFL brand, identify specific consumer behavior issues that are related to the marketing problem, analyze consumer behavior that we have observed in our research, and make recommendations for fixing this marketing problem. Recently, the NFL’s brand image has been damaged by the unfortunate decisions of a few high-profile players…
different items, how much he spends for these items and if he’s price conscious, if the prices affects his purchasing decisions, and lastly why he makes the purchases. A consumer’s buying behavior is influenced by four major factors; cultural, social, personal, and psychological factors. These factors cause consumers to develop product and brand preferences. Although many of these factors cannot be directly controlled by marketers, understanding of their impact is essential as marketing mix strategies…
