...Consumer Traits and Behaviors PSY/ 320 Consumer Traits and Behaviors Consumer traits and behaviors, what are they? Consumer traits and behaviors could be defined as the conducts and characteristics that consumers show in searching for, purchasing, using, evaluating, and disposing of products and services that they hope will satisfy their different needs (Schiffman & Kanuk, 2010). Consumers are influenced by different factors on what, when, where, how and why they buy a product or service. Some aspects influencing consumer traits, behaviors and how messages are received are psychological, social and culture process. Aspects as personalities, age, interest, believe, cultural background, social classes, among others are important elements to keep in mind when developing a marketing communication plan to reach the desired segment more effectively and motive decision making on customers. Consumer behavior focuses on how individual consumers and families or households make decisions to spend their time, money, and effort on consumption-related items. How they evaluate a product or service after the purchase, the impact of such evaluations on future purchases, and how they dispose of them (Schiffman & Kanuk, 2010). There are different motivations for what consumers make their purchasing decisions on and these are basically based on their innate and acquired needs. These needs stimulate people’s feelings and actions toward a product or service. We will be then identifying...
Words: 2143 - Pages: 9
...Understanding Consumer Behavior CHAPTER SUMMARY The goal of this chapter is to introduce students to the topic of consumer behavior. The chapter defines what consumer behavior is, what factors affect it, and why it should be studied. Consumer behavior is defined as involving (1) the set of decisions (whether, what, why, how, when, where, how much, how often, how long), (2) made about the acquisition, use, or disposition (3) of products, services, activities, ideas, people or time (4) made by one or more decision-making entities (5) over time. Consumers’ motivation, ability, and opportunity affect their decisions. These factors influence what consumers are exposed to, what they attend to and what they perceive, how they categorize or interpret information, how they form and change attitudes, and how they form and retrieve memories. Each of these aspects of the psychological core has a bearing on consumer decision making. Decision making itself is based on problem recognition and the search for information, involves some judgment and decision-making processes, and affects others’ decisions as well as one’s own post-decision satisfaction level. Furthermore, consumer decisions are affected by the consumer’s culture, defined as the myriad groups and social systems to which individuals belong, that influence the values and beliefs they hold and the symbols they use to communicate group membership. Factors associated with both the psychological core and culture can influence outcomes...
Words: 3385 - Pages: 14
...Affecting Consumer Behavior MRKT 410 Consumer Behavior March 29, 2015 University of Maryland University College Introduction We do everything for a reason, even if we can’t articulate what the reason is. The goal of marketing is to satisfy consumers’ needs. That is why understanding motivation would lead to understanding why consumers do what they do. Different individuals react differently to the same stimulus. Below are influences that affect consumer behavior that include internal, external, and situational factors. Internal Factors Internal influences are what personally influence an individual based on lifestyle and way of thinking. * Age: Consumers of different age groups have different needs and wants. People that belong to the same age group share a set if common cultural experiences that they carry throughout life (Solomon, 2013). The energy drink Red Bull targets young people and introduced it in bars, nightclubs and gyms. * Gender: Gender distinctions start at a very early age (Solomon, 2013). A simple example is that men purchase different things than woman do. Studies proved that women tend to spend more than men (Mohan, 2012). * Perception: The process by which people select, organize and interpret sensations and how people add meaning to the raw sensations (Solomon, 2013). Consumers who viewed themselves as socially conscious tended to place more weight on issues such as environmental impact when making buying decisions than consumers who did...
Words: 1055 - Pages: 5
...Influencing Consumers through Marketing Strategies This essay will identify the consumer behavior concepts to target potential markets, it will also present the attitudes and intentions of those concepts that affect the consumer decision making process of the target market. It will explain the reason for using these concepts and the results you expect to receive from the study that is used in the development of marketing strategies to be proposed. A questionnaire of no more than 10 questions will be prepared that will best reflect the target group. A marketing strategy will be proposed based on the target group responses to the final questionnaire. An individual who purchases a product or service for his own personal use is called a consumer, these consumers that show inclinations toward a specific product or service is because it is their taste, need or desired interest. The consumer behavior deals with various stages a consumer goes through when making a decision of purchasing a product or service. Some reasons an individual buys a product is due to: need, social status or gifting purpose. According to Maslow’s Hierarchy of needs individuals purchase for self actualization, esteem, social, safety and physiological needs. These consumer behaviors mentioned above can affect and have great influence in consumer decision making process. Some of the consumer behavior noted in this study is the stimuli to target a potential market. Both classical and operant...
Words: 1362 - Pages: 6
...CONSUMER BUYING BEHAVIOR TOWARDS MOBILE PHONE BUYING AMONG UMP ABSTRACT Consumer buying behavior refers to the buying behavior of the individuals and households who buy goods and services for personal consumption. Factors affecting how customers make decisions are extremely complex. There are many factors that can affect this process as a person works through the purchase decision. According to the black box model of consumer behavior, there are two main stimuli that is related to buyers response towards buying a certain product, in this research; mobile phone. But, which one can be much more influencing than the other in terms of buying decisions. But, which one can be much more influencing than the other in terms of buying decisions. Based on the black box model of consumer behavior, this research’s objectives are to find out the relationship between environmental factors with buyers decision making process. This study also intends to compare the two elements in environmental factors in terms influencing buying decisions to find out which stimuli is the main stimuli that mostly influence consumers mobile phone buying decisions. A survey questionnaire were conducted among 100 randomly chosen UMP students. INTRODUCTION According to Kotler and Armstrong (2001), consumer buying behavior refers to the buying behavior of the individuals and households who buy goods and services for personal consumption. Consumers around the world are different in various factors...
Words: 1180 - Pages: 5
...Consumer Traits and Behavior Paper David Spears PSY/322 February 1, 2015 Dr. Steve Verrone Consumer Traits and Behavior Paper Psychological and social processes have an effect on the influence of the consumer. Some believe that the answer lies within the relationship between consumer traits and behaviors, and that these attributes are contributed to the consumer’s social and cultural setting. The goal of this paper is to analyze the question of why consumers view marketing messages differently, and to explain this reason by examining the effect that psychological and social processes have on consumer influence and the different traits and behaviors that consumers acquire through their social and cultural settings. Identify at least three psychological processes and three social processes that may influence consumer behavior. Marketer’s jobs are to understand the influences and buying methods of consumers to help enhance companies and their products. The first research process that marketers look into is psychological processes, in the process there are three main categories that are important to business’s these are the motivations of consumers, the perception of consumer’s and the belief and attitudes consumers have towards products and services. Motivation is important because this helps determine why the consumer is buying what they buy. A consumer’s motivation can be the need for a product, whether it is for a convenience of life style, prestige, self-interest...
Words: 2219 - Pages: 9
...CONSUMER BUYING BEHAVIOR TOWARDS MOBILE PHONE BUYING AMONG UMP STUDENTS : MARKETING VERSUS ENVIRONMENTAL STIMULI. ABSTRACT Consumer buying behavior refers to the buying behavior of the individuals and households who buy goods and services for personal consumption. Factors affecting how customers make decisions are extremely complex. There are many factors that can affect this process as a person works through the purchase decision. According to the black box model of consumer behavior, there are two main stimuli that is related to buyers response towards buying a certain product, in this research; mobile phone. But, which one can be much more influencing than the other in terms of buying decisions. But, which one can be much more influencing than the other in terms of buying decisions. Based on the black box model of consumer behavior, this research’s objectives are to find out the relationship between environmental factors with buyers decision making process. This study also intends to compare the two elements in environmental factors in terms influencing buying decisions to find out which stimuli is the main stimuli that mostly influence consumers mobile phone buying decisions. A survey questionnaire were conducted among 100 randomly chosen UMP students. INTRODUCTION According to Kotler and Armstrong (2001), consumer buying behavior refers to the buying behavior of the individuals and households who buy goods and services for personal consumption. Consumers...
Words: 1185 - Pages: 5
...wow 1. Define consumer behavior. Consumer behavior – activities people undertake when obtaining, consuming, and disposing of products and services. 2. Why is consumption a key to understanding why consumers buy products Consuming means how, where, when, and under what circumstances consumers use products. For example, issues relating to consumption might include decisions about whether consumers use products at home or at the office. Researchers have focused on consumption analysis, which refers why and how people use products in addition to why and how they buy. Consumption analysis is a broader conceptual framework than buyer behavior because it includes issues that arise after the purchase process occurs – issues that often affect how people buy and the satisfaction they receive from their purchases. 3. What types of questions are answered by studying consumer behavior? 1. Why did you choose the school at which you are now studying? 2. Why did you buy your clothes from Abercrombie and Fitch, Old Navy, Benetton or any thousands of other retail stores? 3. How do you allocate the twenty-four hours of each day between studying, working, watching television, sleeping, working out in a gym, and watching or participating in a sport? 4. Do you usually cook your food from scratch, microwave it, or buy it already cooked in a restaurant to eat there or take home? Why do you eat certain types or...
Words: 2399 - Pages: 10
...Consumer traits and behavior Team A Psy/322 Consumer traits and behavior Several topics will be discussed throughout this presentation starting with psychological and social processes that may influence consumer behavior. It has been determined that the consumer play the role of demander and care receiver through good harmony with consumer behavior as the bases of emotion. The corporation plays the role of supplier and philanthropist, through effective corporate strategy and policies based on reason. Finally public policy plays the role of guider and regulator based on the law. The dynamic relationships among consumer behavior, corporate strategy, and public policy are explored here through feedback with a system perspective and dynamics of cause-effect. Corporate ethics fell into five stages, since the 1960's the social expectations of the public with regard to corporations has increased substantially. Carroll (1979) stated that corporate achievement is essential for revaluating a business and those certain social criteria are also important. Consumers want to know about a corporation. If consumers have a good impression of a corporation and they have access to positive information and understand what a firm thinks, says and tends to do in relation to others make it also likely to strengthen the perception of corporate social responsibility. Corporate profits are positively and directly affected by consumer purchase behaviors...
Words: 2534 - Pages: 11
...Consumer Traits and Behaviors Paper Dorothy Mullan, Stephanie Marsh, Sean Phillps, Tony Singleton and Debbie Banks August 18, 2013 PSY/322 Psychology and Research Chancy Marsh IV We define consumer behavior as the behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs” (Schiffman & Kanuk, 2012). Each consumer has individual needs that the markets try to appeal to. Why do consumers buy, when do they buy, where do they buy it and how often are questions that are continually asked. Food, Clothing and shelter are necessary items that consumers need, but markets want to induce consumers into feeling that their products will satisfy their needs. “The key to a company’s survival, profitability, and growth in a highly competitive marketplace is its ability to identify and satisfy unfulfilled consumer needs better and sooner than the competition” (Schiffman & Kanuk, 2012). Each consumer has unique traits and behaviors we will be discussing in the following paragraphs Within the decision-making process there are two major parts psychological and social processes. Three examples of psychological process are, motivation that is a driving force within a person that influences them to take action. This driving force is a tense feel within the person because...
Words: 2152 - Pages: 9
...Intro Many factors go into the process a consumer has to deal with when negotiating through the process of buying goods and services. There are psychological and social processes that may have an influence consumer behavior. Some of those influences come from the process developed by the marketing communications. There is also a relationship between the consumer traits and their purchasing behaviors that will be evaluated in this paper. Culture also is important to consumer behavior and can affect regional and social needs. Finally, consumers are analytical and can interpret marketing messages to benefit their needs. All these points will be evaluated and explored in this paper on consumer traits and behaviors. Psychological and Social Processes that Influence Consumer Behavior Consumers are driven by the desire to satisfy needs when they decide to make a purchase. Many of these needs are considered to be our Innate or primary needs. These needs are the physiological needs that we, as humans, require to help keep us alive, things such as food, air, water, shelter and sex. The satisfying of these physical needs are only a part, although a major one, of what drives us to buy the things we need. The problem with humans is that we are not completely satisfied with meeting our physical needs, but we also have to satisfy our Acquired needs or secondary needs. Just like the satisfaction of our innate needs helps us to feel good about our physical self. The...
Words: 2102 - Pages: 9
...\CONSUMER BEHAVIOUR Basic concepts and definition Objectives: By the end of this lesson you will be able to: Explain why marketing managers should understand consumer behavior Define and explain basic concepts in the study of consumer behavior. Introduction Why is it difficult to market any product to consumers? The reason is simple: Consumers are complex and constantly changing. Not only is it difficult to figure what marketing program will work but also what worked yesterday may not work today. Thus marketers must constantly improve their understanding of customers. Understanding consumer behavior and knowing your customers is never simple. Customers may say one thing but do another. They may not be in touch with their deeper motivation. They may respond to last minute influences. Some companies like Kenya Airways, Equity Bank, Microsoft, Coca-Cola e.t.c have stood to profit from understanding how and why their customers buy. On the other hand not understanding your customer’s motivations, needs and preferences can hurt. In Kenya, companies like Elliott’s and Sang Yong Motors failed. Consider also the case of Kodak when it introduced its Advantage camera and proudly marketed it as a high-tech product but to a generation (usually referred to as middle-aged baby comers) for which the bells and whistles of new technology had lost their appeal. It was a costly bust. Basic definitions and concepts Marketing: Just to remind ourselves we can say that...
Words: 21798 - Pages: 88
...CHAPTER 6 ANALYZING CONSUMER MARKETS LEARNING OBJECTIVES In this chapter, we will address the following questions: 1. How do consumer characteristics influence buying behavior? 2. What major psychological processes influence consumer responses to the marketing program? 3. How do consumers make purchasing decisions? 4. In what ways do consumers stray from a deliberative, rational decision process? CHAPTER SUMMARY 1. Consumer behavior is influenced by three factors: cultural (culture, subculture, and social class), social (reference groups, family, and social roles and statuses), and personal (age, stage in the life cycle, occupation, economic circumstances, lifestyle, personality, and self‐concept). Research into these factors can provide clues to reach and serve consumers more effectively. 2. Four main psychological processes affecting consumer behavior are motivation, perception, learning, and memory. 3. To understand how consumers actually make buying decisions, marketers must identify who makes and has input into the buying decision; people can be initiators, influencers, deciders, buyers, or users. Different marketing campaigns might be targeted to each type of person. 4. The typical buying process consists of the following sequence of events: problem recognition, information search, evaluation of alternatives, purchase decision, and postpurchase behavior. The marketers’ job is to understand the behavior at each stage. The attitudes of others...
Words: 6321 - Pages: 26
...CONSUMER BEHAVIOR PART ONE CONSUMER BEHAVIOR INTRODUCTION As the twentieth century has come to a close and we have moved into the third millennium, we can see many developments and changes taking place around us with all the industries and firms within each industry trying to keep pace with the changes and diverse needs of the people. Though for decades together, marketers have regarded ‘customer’ as the king and evolved all activities to satisfy this concept is gaining more momentum and importance today. This can largely be attributed to the prevailing market situation. Not only competition has become intense but over an above with the market being flooded with many products. The challenge before the marketers is to understand the diversity of consumer behavior and offer goods and services accordingly. Today the company image is built and made known by its customers. Thus the success of the firm will be determined by how effective it has been in meeting the diverse consumer needs and wants by treating each customer as unique and offering products and services to suit his needs and creating a life time value and relationship with him. (Nair 2004; 3) Marketers have come to realize that their effectiveness in meeting consumer needs directly influences their profitability the better they understand the factors underlying consumer behavior, the better able they are to develop effective marketing strategies to meet consumer needs. (Assael 2001; 3) Today, the digital revolution...
Words: 37134 - Pages: 149
...Consumption Journal Project MK 385 Consumer Behavior In today’s world of various products and services, businesses aim to excel and lead the competition by marketing the most number of consumers, which is a full time endeavor of business. To survive in the market, a firm or an organization has to be constantly innovating and understand the latest consumer trends and tastes. Marketers need to understand consumer behavior because the decision-making process for consumers is anything but straight forward. Consumers’ behaviors and their purchasing patterns is a huge advantage to understanding the way customers think and the reason for their purchases. Therefore, the study of consumer behavior is important because it allows the marketers to understand the factors which influence the customer’s thoughts while buying any products or services. There are many factors that can affect this process as a person works through the purchase decision, such as external, internal, and marketing influences. For example, culture, group, or purchase situation are just a few of external influences. Perceptual, attitude, personality, lifestyle, roles, and motivation are a few of internal influences that can affect a consumer’s purchase decision. Marketing strategies, such as price, product, place, and promotion influences the consumer as well. The number of potential influences on consumer behavior is endless. However, by understanding the key influences, marketers can adapt and improve their...
Words: 1905 - Pages: 8
