Consumer Behavior Case Study

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Assignment 2
Due on 4pm on 3-Feb
You should read the chapter Five!

1. Discuss characteristics affecting consumer behavior. Which characteristic(s) would have the greatest impact on your decision to purchase a computer and why?
➢ Cultural Factors: Culture is the set of basic values, perceptions wants, and behaviors learned by a member of society from family and other important institutions. Subcultures make up important market segments, which include nationalities, religions, racial groups and geographic regions. People in the same social class tend to exhibit similar buying behaviors.
➢ Social Factors: Reference groups, which marketers try to target, often influence People. Reference groups expose a person to new behaviors and lifestyles, influence a person’s attitudes and self-concept and create pressure to conform. Word-of-mouth can influence a buyer’s behavior because they trust the person who the recommendation is coming from. Social networking in recent years has become a way to exchange information and opinions on a product.
➢ Personal Factors: A buyer’s decisions also are influenced by personal characteristics such as the buyer’s age and life cycle stage, occupation, economic situation, lifestyle, and personality and self-concept. A person with a higher paying job can afford more. A person’s income and economic status will affect what store they go to and what products they buy. A person’s lifestyle can cause different buying behavior. Personality can be useful in analyzing consumer behavior for certain products or brand choices.
➢ Psychological factors: A person’s buying choices are further influenced by four major psychological factors: motivation, perception, learning, and beliefs and attitudes...

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...mall scale to improve his or her estimate of its value
➢ Adoption: the consumer decides to make full and regular use of the new product
➢ My family has bought high-definition TVs so we would be a part of the Adoption group.

5. Discuss how business markets are similar to and different from consumer markets. What does this mean for a company attempting to sell goods to other organizations?
➢ The business market involves more dollars and items than do consumer markets. Selling goods to other organizations is easier than selling to consumers because many sets of business purchases were made for only one set of consumer purchases. Both involve people who assume buying roles and make purchase decisions to satisfy needs. The main differences are in market structure and demand, the nature of the buying unit, and the types of decisions and the decision process involved.

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