Consumer Traits and Behaviors Essay

Consumer deportment involves the psychological processes that consumers go through in recognizing strikes, conclusion routes to solve these needs, making procure decisions (e.g., whether or not to purchase a overlap and, if so, which brand and where), image information, make plans, and implement these plans (e.g., by engaging in comparison shop or truely purchase a product). Companies to determine the best, and useful securities industry of their product and services essential get hold of consumer traits and behaviors. By doing this extensive research, companies ar sure to develop market plans directly aimed to the customer base they would like to attract. Sources of square up on the consumer.The consumer faces umpteen sources of influence. Often, we take cultural influences for tout ensembleow, but they are operative. An Ameri give the bounce w demented commonly not bargain with a storeowner. This, however, is a common practice in much of the World. The cultu ral influence can also impact the actual things battalion feel are needs versus requires. The American culture, unfortunately is a greedy culture that can at whiles take for granted the fact that all of their needs are met and often times prorogue them with their wants. The cultural impact makes a fancy new sports gondola a need when there are children in third world countries that need food and water. Physical factors also influence our behavior. We are more potential to buy a soft drink when we are thirsty, for example, and food manufacturers deliver found that it is more effective to advertise their products on the radio in the late afternoon when people are getting hungry. There are also documented instances where a individuals obsessive want of an item can physically make a person ill when they cannot read them.A persons ego-image forget also tend to influence what he or she go forth buyan upwardly diligent manager whitethorn buy a flashy car to go for an imageof success. Self image issues can also be close related into cultural issues we all can face also, learning consumers to submit an image of beauty that is not obtainable such as large women developing a complex to become super model thin, and in make pass cause people to develop self hate towards the things some themselves and others that cannot be changed. Often times a persons self worth is measured in the things they dedicate versus the content of who they are on the inside. Social factors also influence what the consumers buyoften, consumers seek to imitate others whom they admire, and may buy the same brands. The social purlieu can include some(prenominal) the mainstream culture (e.g., Americans are more likely to create corn flakes or ham and eggs for breakfast than to assume rice, which is preferred in many Asian countries) and a subculture (e.g., rap music often appeals to a share within the population that seeks to distinguish itself from the mainstream population) .Thus, sneaker manufacturers are eager to have their products worn by admired athletes. Something as simple as a Facebook like can take a product from obscurity to relevance just like world listed on Oprahs favorite things. Finally, consumer behavior is influenced by learningyou try a hamburger and learn that it satisfies your smart and tastes good, and the next time you are hungry, you may envision another hamburger. We are also a culture of people to purchase the things that our family customarily purchased our halo loyalty can be passed down from generation to generation. Consumer Choice and decision Making Problem Recognition. One model of consumer decision-making involves several steps. The first one(a) is trouble recognitionyou realize that something is not as it should be. Perhaps, for example, your car is getting more difficult to start and is not accelerating well.The second step is information searchwhat are some alternative ways of solving the problem? You might b uy a new car, buy a use car, take your car in for repair, ride the bus, ride a taxi, or ride a skateboard to work. The third step involves rating of alternatives. A skateboard is inexpensive, but may be ill suited for coarse distances and for rainy days. Finally, we have the purchase stage, and sometimes a post-purchase stage (e.g., you return a product to the store because you did not find it satisfactory). In reality, people may go back and forth between the stages. For example, a person may resume alternative identification during season evaluating already know alternatives. Consumerinvolvement will tend to vary dramatically depending on the theatrical role of product. In general, consumer involvement will be higher for products that are actually expensive (e.g., a home, a car) or are passing significant in the consumers life in some other way (e.g., a word bear upon program or acne medication).It is important to construe the consumers motivation for buying products. To a chieve this goal, we can use the Means-End chain, wherein we consider a logical progression of consequences of product use that eventually lead to desired end benefit. Thus, for example, a consumer may see that a car has a large engine, leading to fast acceleration, leading to a imprint of performance, leading to a feeling of power, which ultimately improves the consumers self-esteem. A side arm may aim bullets with precision, which enables the user to kill an intruder, which means that the intruder will not be able to harm the consumers family, which achieves the desired end-state of security. In advertising, it is important to portray the desired end-states. Focusing on the large push will do less good than portraying a lucky person driving the car.AttitudesConsumer attitudes are a composite of a consumers (1) beliefs about, (2) feelings about, (3) and behavioral intentions toward some buttwithin the context of merchandise, usually a brand, product category, or retail store. These components are viewed together since they are highly interdependent and together represent forces that influence how the consumer will react to the object Consumer attitudes are both an obstacle and an advantage to a marketer. Choosing to discount or ignore consumers attitudes of a particular product or servicewhile developing a marketing strategyguarantees limited success of a campaign. In contrast, perceptive marketers leverage their understanding of attitudes to predict the behavior of consumers. These quail at marketers know exactly how to distinguish the differences between beliefs, attitudes, and behaviors while leveraging all three in the development of marketing strategies. beliefs or feelings toward a product or service. A behavioral intention is defined by the consumers belief or feeling with respect to the product or service.The cellular telephoneular phone industry is one of the rare bright spots in Asian business (Roberts, 1998). Chinas cell phone market has inc reased at an annual growth rate of 80% since 1990 (Statistics of CMII, 2005). In 2001, Chinas cell phone marketgrew into 130 one thousand thousand users, exceeding the U.S.s market for the first time An attitude in marketing footing is defined as a general evaluation of a product or service formed over time (Solomon, 2008). An attitude satisfies a personal motiveand at the same time, affects the shopping and buying habits of consumers. Dr. Lars Perner (2010) defines consumer attitude simply as a composite of a consumers beliefs, feelings, and behavioral intentions toward some object within the context of marketing. A consumer can hold negative or positive (Robertson, 2001). Chinese cell phone user population reached 335 million (25% of the total Chinese population), 65 million more than 2003 (Statistics of CMII, 2005).Social and Cultural Settings Influence Consumer Behavior The study of consumers helps firms and organizations improve their marketing strategies by understanding issu es such as how the psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products, and retailers). The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media) The behavior of consumers while shopping or making other marketing decisions Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer and How marketers can reconcile and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.Consumers yield Marketing Messages DifferentlyConsumers interpretations of advertising messages have long been an important and debatable topic in advertising research (Jacoby and Hoyer 1982a, 1982b, 1987 Mick 1988b Russo, Metcalf, and Stephens 19 81 Shimp and Preston 1981). The terms intuition and interpretation are used interchangeably here. Readers who question the synonymy of those terms are also likely to believe that denotation and connotation are separate constructs- -likely because they associate comprehension with denotation and interpretation with connotation. This article seeks to pass up thedenotation/connotation distinction with respect to advertising illustrations. Comprehension itself is conceptualized broadly speaking in this article from a level of processing perspective, specifically as a cue-induced spread of activation of semantic concepts (knowledge structures). Inference is the basic machine of this activation and also accounts for the meanings constructed as a function of bridging two already activated concepts.Historically, most empirical work has centered on consumers processing of linguistic information recently, researchers have paid increased attention to nonlinguistic features (e.g., Childers and Houston 1984 Edell and Staelin 1983 Johnson, Zimmer, and Golden 1987 Richards and Zakia 1981 Rossiter and Percy 1980 Zakia 1986). Lengthy theoretical writings on visual converse in advertising have also appeared (Rossiter and Percy 1983). Despite this trend, few have actually studied the semiotic substance of consumers interpretations of advertising illustrations. For instance, Thematic Apperception Tests hold on widespread in the advertising industry for Pretesting visual content. Yet, advertising scholars have exerted little effort to employ such semantic -unveiling methods to inform surmisal and assess propositions about consumers interpretations of nonverbal ad information.ConclusionIn this document, we have been able to showcase the psychological processes and presented three social processes that impact and influence consumer behavior. As we explore the fabulous relationships between traits and behavior we can strengthen the marketing and tools that are needed to deve lop effective marketing strategies that will influence the way people buy the products that are purchased. sympathy these consumer traits and behaviors can make the company a very successful and profitable company. Understanding or a lack there of, this relationship between consumer traits and be the making or breaking of any corporation. This class and the training of being able to understand just how important it is to be able to interpret the messages that are being sent both to and from the consumer.ReferencesRetrieved From http//www.jstor.org/stable/2571413Retrieved From http//www.marketingteacher.com/lesson-store/lesson-internal-influences-lifestyle-attitude.html Retrieved From http//www.consumerpsychologist.com/(2011, 04). A morphologic Equation Model of Perceived Price on Value Perceptions a Consumer Psychology View. StudyMode.com. Retrieved 04, 2011, Retrieved From http//www.studymode.com/essays/a-Structural-Equation-Model-Of-Perceived-6608