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Consumer behavior and consumer purchase decisions
Social media and its impact on consumer behavior
Social media and its impact on consumer behavior
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As a teenager, my enduring involvement with regards to being fashionable, my internal search gathered me much information stored within my memory. Correspondingly, my external search was quite extensive. First, I knew I wanted a backpack but was not aware what was there available. This led me to online searching (Lewis & Lewis 1997), I would be described as an undirected information seeker. I was just seeking information in terms of what options there were, what the blogger’s favourites are and what editor’s favourite picks were. Due to my passion for fashion, my pre-purchase search was unlimited as I enjoyed snooping on the net for information. Furthermore, it could be argued I am an entertainment seeker (Lewis & Lewis 1997) for example, shopping in Bullring allowed be to enjoy the sensory elements by using my five senses. Thus, stores encouraged me to look around considering for what is currently available. However, I was constrained in terms of monetary value and time as I am a student which was a key factor in my search. Hence, it stresses the importance to satisfy my needs and...
On a recent night, shopping online for a light jacket or a cotton sweater —
For example, lifestyle is one the major psychological factors that pushes the organization’s strategy. Lululemon wanted to create a “community hub where people could learn and discuss the physical aspects of healthy living, mindfulness and living a life of possibility”. Customers buy high end ‘lulu’ leggings to be part of the self-transformation movement lifestyle. The clienteles who purchase Lululemon’s leggings also perceive them to be of higher quality, thus don’t mind spending more if they receive better quality in return. Overall these psychological factors make Lululemon a popular exclusive brand that promotes the idea of a better lifestyle, this consumer behavior has helped Lululemon become more known with many sociocultural influences. With the increase of yoga and social media throughout the years, Lululemon is presented as a staple for yogi’s and athletes online and in person. Yoga instructors teach classes, pose in Instagram photos, and participate in self-exploration experiences all while wearing Lululemon leggings. This sparks the interest of consumers new to the lifestyle who view this as an influence to buy a pair. Lululemon also have a loyal clientele base that rave about the quality and comfort that come with buying a pair of Lululemon leggings. With the popularity, and the higher cost, many see buying a pair of leggings as
Berry, Hannah. “The Fashion Industry: Free to Be an Individual.” The Norton Field Guide to
People are often deceived by some famous brands, which they will buy as useless commodities to feel they are distinctive. People require brands to experience the feeling of being special. People spend their money to have something from famous brands, like a bag from Coach or Louis Vuitton which they think they need, yet all that is just people’s wants. Steve McKevitt claims that people give more thought on features or brands when they need to buy a product, “It might even be the case that you do need a phone to carry out your work and a car to get around in, but what brand it is and, to a large extent, what features it has are really just want” (McKevitt, 145), which that means people care about brands more than their needs. Having shoes from Louis Vuitton or shoes that cost $30 it is designed for the same use.
On a sunny Saturday morning with beautiful blue skies, and birds chirping, James Hamblin was in his balcony with a cup of coffee on his desk eager to write his short argumentative essay titled “Buy Experiences, Not Things”. In this short essay, Hamblin wanted to depict the fact that happiness in individuals, is mainly due to experiential purchases than to material purchases. One of the things he said to prove that point was “waiting for an experience elicits more happiness and excitement than waiting for a material good’ (Hamblin, 2014). He also stated that “a mind should remain in one place, and a mind that wanders too much is a sign of lack of happiness” (Hamblin, 2014). Instead of buying the latest iPhone, or Samsung galaxy, we should spend
... of consumer behaviour, lays emphasis on the objectivity of science and the consumer as a reasonable and sensible decision maker. While, the interpretive point of view is in contrast to that of the positivist, in that it emphasises on the importance of the subjective meaning of the consumers individual experience, hence, it suggest that whichever behaviour a consumer performs is subject to diverse interpretations to a certain extent than just a single explanation to it.
It is necessary to identify fashion and explain the systems apparel industry uses before I start explore the essentiality of fast fashion. According to Dictionary.com, fashion is defined as the prevailing style or custom that is in a current mode and used to express oneself. It can be clothing, accessories, hair, etc. Why certain people like to frequently shop in malls and keep updating apparels in their closets every season? Form psychological perspective, people usually consider clothing as a symbol to show their values, personality and lifestyles to others. Critically, a rapid imaginative change and symbolic expression supports a sense people have about fashion. People believe that an ideal self-identity can be communicated to others through clothing, so figuring out how people make decision when they perceive clothing among different brands and understanding their needs and desires can help apparel industries expending and maintaining market s...
Weijers, Dan. "Hedonism." Internet Encyclopedia of Philosophy. N.p., 8 Aug. 2011. Web. 29 Nov. 2013. .
2. Today marketers can collect and analyze data about consumer behavior, one person at a time; this is the relationship approach to marketing.
The word of “hedonic” was defined as relating to the study of pleasure or pleasant and unpleasant experiences (Collins, 2014). However, consumption defined as the amount used or eaten, the act of using, eating, or drinking something, or the situation in which information, entertainment (Cambridge dictionary online, 2014). Hirschman and Holbrook (1982) introduce hedonic consumption as an explanation for the consumer behaviors that deal with the multisensory, fantasy and emotive phases of product usage experience. It was mean that consumer spending for the product influence by their physiological senses, imagination and some emotion for the product usage experience. Specifically, hedonic consumption involves emotional and affective experiences, sensual pleasure, fantasy, and fun (e.g., Adaval 2001; Dhar andWertenbroch 2000; Kivetz and Simonson 2002) and activates positive mood (e.g., Chaudhuri and Holbrook 2001). Hedonic consumption is for those consumers who are concern about their sensual, perception, mood to consume the product rather than consider the price and basic function of the product. It has always compared with utilitarian consumption. Hedonic consumption was in the purpose for fun or emotional involved whereas utilitarian consumption in the purpose of basic need. Consumers purchasing for pleasure care less about the price of that pleasure and consequently are more price inelastic for hedonic goods, whereas consumers making utilitarian purchases wish to get the most useful product for its price (Wakefield &
I remember when I was in high school I would wake up every morning dreading the thought of “what am I going to wear today?” I remember seeing girls in school who would always have new clothes and I would wish of a wardrobe with name brand clothes. With my parents having three daughters in school who didn’t require uniform I could just imagine the nightmare it was for them to have to take three girls shopping all the time.
Köln: Taschen, 2006. Print. The. Mackenzie, Mairi. .isms: Understanding Fashion.
The act of consumption has been the primary means through which individuals in society participate and transform culture. Culture is not something already made which we consume; culture is what society creates through practices of everyday life and consumption involves the making of culture. When attempting to understand certain acts of consumption it is necessary to observe the relations involved in production and consumption. Through technological innovation, the fashion industry has been expanded to play a prominent role in consumers’ purchasing decisions and styles are becoming less difficult to obtain. With the expansion of department stores and shopping being viewed as a leisurely activity, this has continued to transform the act of fashion consumerism. The functional interests feature a rational attachment to clothing items. Symbolic benefits involve status and prestige to fulfill the achievement for positive self-esteem. Further benefits include a provided experience for the individual consumer and the created use of imagery and desire used to enrich one’s life.
in this segment are often brand conscious and enjoy the latest fads and trends. They...
Nevertheless, one of the most important constants among all of us, regardless of our differences, is that, above all, we are buyers. We use or consume on a regular basis food, clothing, shelter, transportation, education, equipment, vacations, necessities, luxuries, services, and even ideas. As consumers, we play an essential role in the health of the economy; local, national and international. The purchase decision we make affect the requirement for basic raw materials, for transportation, for production, for banking; they affect the employment of employees and the growth of resources, the successfulness of some industries and the failure of others. In order to be successful in any business and specifically in today’s dynamic and rapidly evolving marketplace, marketers need to know everything they can about consumers; what they are want, what they are think, how they are work, how they are spend their leisure time. They have to find out the personal and group influences that affect consumer decisions and how these decisions are made. In these days of ever-widening media choices, they need to not only identify their target audiences, but they have to know where and how to reach