Essay on Consumer Profile And Analysis : Decision Making

Essay on Consumer Profile And Analysis : Decision Making

Length: 1775 words (5.1 double-spaced pages)

Rating: Better Essays

Open Document

Essay Preview

3. Consumer Profile & Analysis
1. Decision-making
Decision-making is the study of identifying and choosing alternatives based on the values and preferences of the decision maker (Harris, 1998). Decision-making typically reflects systematic attribute-by-attribute processing and is characterized as conscious, analytical, reason-based, and relatively slow. The model implies that customers pass through all stages in every purchase. However, in more routine purchases, Generation Y often skips or reverse some of the stages.
Decision making is more complex and even more important for Generation Y today than in the past. Modern society growth rapidly, Generation Y hard to find the right information to satisfy their needs. On one hand, these information gives their multiple choice of products. On the other hand, they would be easily influenced and changed their mind by this information. The individuality in Generation Y’ behaviour when choosing between alternate products is perhaps the most widely analysed topic in consumer-criteria studies (Sproles. George. and Kendall. Elizabeth., 1986).
In general, the purchasing of goods or services includes a number of factors that could affect each decision. According to Sproles and Kendall (1986), from psychographic/lifestyle approach, a mental orientation characterizing a consumer’s consumer approach to making consumer choice during their buying behaviour. In fact, it can be defined as a consumer decision-making style. Furthermore, a rational consumer (Alice) who has strong brand conscious and price equals quality orientation is also belong to consumer psychographic appeal.




2. Motivation
Ideally, an individual progresses up the hierarchy until their dominant motivation is to focus on ‘ultima...


... middle of paper ...


...tance, a distinct relationship shows that we aimed at the reference group, then they will influence the target consumer and stimulate them to follow group behaviour. It is important that we should focus on delivery the positive product information and create an attractive brand to this reference group.




5.1 Family
“Family as a consuming and decision making unit is a central phenomenon in marketing and consumer behaviour” (Commuri. S. & Gentry. J. W., 2000). As an individual always make the closet contact with family. On one side, family members can strongly influence buyer behaviour. By contrast, for many younger consumers, they automatically learn by observing the consumption behaviour of their family members and will have the similar ongoing consumption behaviour (Ward, 1974). The family members play different roles during decision making, refer to figure 5.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Risk Assessment Tools In Decision Making Essay

- Risk Assessment Tools in Decision Making Article Review Risk assessment is a tool especially used in decision-making by the scientific and regulatory community. In Making Good Decisions, Peter Montague discusses the use of risk assessment, points out its lack of usefulness in his opinion, and posits that the current use of risk assessment today is largely unethical. He states that "Risk Assessment is one way of making decisions, but it is not the only way, and it is not the best way." (Montague, date unknown, p.1) Decision making in itself carries a substantial amount of risk because decisions are made in a less-than-perfect world....   [tags: Decision Making Analysis]

Free Essays
1572 words (4.5 pages)

Past Events Influence on Decision Making Essay example

-   PAST EVENTS INFLUENCE ON DECISION MAKING THESIS STATEMENT Various studies [ (Gilovich, 1981) (Elder, 1974) (Robert S. Wyer, 2000)] have shown that past experiences in an individual’s life have a great influence on their personality and cognitive preferences. Taking the MBTI scale as a standard for comparison, within my team I have observed that each one has qualities reflecting their dichotomies that stand out in their decision making in the team. I believe these qualities are influenced by some life incidents, possibly an incident that occurred while they were in school or situations that they were brought up in has led to them having these qualities....   [tags: Personality, Cognitive Preferences]

Better Essays
2413 words (6.9 pages)

Organisational Profile Essay

- Organisational Profile INTO UEA is part of a rapidly growing network of university-based study centres. It provides new and higher quality standards of preparation for undergraduate and postgraduate study in the UK. Combining the resources of University of East Anglia with major independent investment, INTOUEA delivers a world-class educational and cultural experience for international students, with fast, effective and assured progression to university degree courses. Having students from all around the world and being responsible for their development for higher education, it is imperative of the establishment to be run effectively and efficiently....   [tags: Business Analysis]

Better Essays
1118 words (3.2 pages)

Essay Analysis of a Interprofessional Learning Activity

- Reflection on the Interprofessional Learning (IPL) activity In the beginning of this activity, I did not know much about collaboration between different healthcare professionals. It helped me to clarify the meaning of a healthcare team and also to understand the role of different professionals in the team. Different team members have their specific roles and all of them work together to achieve a common goal –healthier patient. They work independently, but when it comes to decision making they seek advice from other healthcare provider in order to do the best for the patient....   [tags: healthcare team, roles, decision making]

Better Essays
958 words (2.7 pages)

The Analytic Hierarchy Process And The Multi Attribute Utility Theory Essay

- ntroduction Usually several alternative possibilities will be encountered in daily like. The selection (or called decision making) has become a kind of psychology. By the decision making process we will get a final choice. There are a lot different decision-making methods published and widely used, such as weighted-point method, matrix approach, vendor performance matrix approach, vendor profile analysis (VPA), analytic hierarchy process (AHP), and multiple objective programming (MOP) Here followed is a short introduction of two different decision-making methods: the Analytic Hierarchy Process and the Multi-Attribute Utility theory....   [tags: Decision theory, Decision making software]

Better Essays
1049 words (3 pages)

Leadership Profile Analysis Essay

- In taking the leadership style inventories, it was not surprising to see the results. After completing almost thirty years in education, the results revealed the use of several styles in my leadership role. The Leadership Legacy results indicated that I was tied on two types of styles. They were Truth-Seeker and Experienced Guide. Tied again for one point less were Ambassador and People Mover. One less point again revealed Creative Builder. My lowest area was Advocate. I thought this assessment was close to my own perceptions....   [tags: Leadership ]

Better Essays
1068 words (3.1 pages)

Essay about Gap Analysis:Global Comunications

- Gap Analysis: Global Communications Global has been losing profits over the past several years and needs to make major changes in order to survive. In past three years the company stock has fallen from $28 to $11. In order for Global to raise profitability and become more competitive with other companies in the marketplace they have to make some changes including having more options to the consumer and expanding its call centers to less expensive areas of the globe. The problem that came out of the decisions that Global has made was they did not work closely with their union to make sure that they negotiated a fair compromise that would work for both the employees involved and the company....   [tags: Market Analysis Profile]

Free Essays
1960 words (5.6 pages)

Essay on Executive Profile Of Executive Dashboard

- Basically, executive dashboard is integrating all of information throughout the entire business process. The most beautiful thing about the executive dashboard is that it puts all of data to one place, so managers don’t need to log in each management system to look for some certain data to do the overall analysis. It saves much time and is effective. Besides, executive dashboard is helping to present metrics, images, and diagrams from the systems that companies is currently using such as accounting and finance software, customer relationship management system, and supply chain system on a digital blackboard that everybody could visually see it....   [tags: Management, Strategic management]

Better Essays
1201 words (3.4 pages)

Starbucks Case Analysis Essay

- Starbucks Case Analysis Table of Contents I. Executive Summary II. Company Profile III. Marketing Analysis IV. Competition V. Company Product and Services VI. Recommendations/Conclusion I. Executive Summary In 1971, three young entrepreneurs began the Starbucks Corporation in Seattle Washington. Their key goal was to sell whole coffee beans. Soon after, Starbucks began experiencing huge growth, opening five stores all of which had roasting facilities, sold coffee beans and room for local restaurants....   [tags: Business Analysis ]

Free Essays
1309 words (3.7 pages)

Decision-Making Model Analysis Paper

- Decision-Making Model Analysis Paper Before embarking upon this assignment, I never thought much about "Decision-Making Models." In fact, I was somewhat surprised at the sheer number of models I stumbled upon in my research. A quick look at Wikipedia (http://en.wikipedia.org/wiki/Decision_making) shows that, for business applications alone, there are well over a dozen decision-making models to suit any need. Without being cognizant of the fact, the decision-making process at my current work site closely resembles the "Pros & Cons Model." The purpose of this paper is to introduce the "Pros & Cons Model," discuss the way in which we have implemented it, and espouse some of the benefits of i...   [tags: Decision Making Model Analysis Research Paper]

Free Essays
818 words (2.3 pages)