Cbeh209 Consumer Behaviour In Relation Assessment Answers

Answer:

Introduction

Consumer behavior is considered to be determined by various factors. In this case, studies indicate that the quality of the product produced by the producer is one of the factors considered to determine the behavior of the consumer of that particular product. On the other hand, the income level of an individual is another factor that has been considered to determine consumption behavior of the client. Therefore, determination of consumer behavior is an aspect that has to be analyzed putting into consideration various factors including government policies in relation to taxes imposed on that particular product.

The major objective of this paper, therefore, is to analyze consumer behavior in relation to products and services consumed as well as the consumer behavior theories. In addition, the paper will also shade more light the behavior of the consumer in relation to his or her purchasing ability. Also, the paper will put into consideration various psychological as well as social factors influencing consumer behavior

A consumer is a person who buys goods and services from the source or rather a market for his personal use. He can be simply referred to as the individual who consumes services and goods available in the market. Therefore, Consumer behavior is the study of organizations, individuals or groups and the processes employed to secure, select, utilize and dispose of experiences, products, ideas and services that will aid in satisfying their needs and wants (Schiffman, & Wisenblit, n.d.). Consumer behavior is also concerned with the economic and social impacts of consumption and purchasing on both the individual and the society as a whole. It mainly deals with the examination of preferences attitudes and emotion that affect the buying trend or behavior.

It is essential to understand the consumer behavior concepts relating to products and service since; it is of importance as it enables the buyer to be conversant with what kind of product he should purchase the price and the best market place he will get the services from (Peter, & Olson, 2010). Therefore if one is equipped with knowledge concerning the consumer behavior, it will be an advantage to him since he will be eligible to acquire more buyers and consumers easily. Therefore if a business operator wants to get more profits in his business, he or she should ensure that he is conversant with the consumer behavior of his buyers and the society as a whole.

Also as a business operator, to avoid or beat your opponents in the same business, getting to know more about the consumer behavior will be an essential tool to be employed (Jerome, 2011). Therefore after understanding the concepts, he should take up the required steps to make sure he grabs all the customers and more so the customer's attention. By doing this, he would have destructed the attention of the consumers to other business firms and will, therefore, be keen to only his business firm. Therefore it is then noted that getting to know or be conversant with the concepts of consumer behavior is the main business element that should be implemented.

Motivation-need theory is a theory laid down by Maslow Abraham which required the people to fulfill their basic need for a five-part priority system (Hoyer, Macinnis, & Pieter, n.d.). That is, the aspects include; survival, esteem, love, safety and self-actualization. This theory was adopted by various business firms as it enabled the explanation of the marketing messages to its consumers or buyers in a good if not the best way. The theory enabled creation of awareness concerning the products in a business firm, and hence this made more business firms to attain their goals as it enabled them to understand the consumer behavior

The purchase process is defined as the series of procedures or steps that are taken by a consumer to come up with a purchasing decision. The procedures include; recognition of the product, getting the information required about the products, evaluation choices then finally post-purchase and purchase evaluation. Therefore when one has all the requirements or rather the purchase process, it will be easy for him or her to acquire the goods he needs (Hogg, 2006). Consumer behavior also affects the purchasing process since when a business operator has created all the necessary things to attract business, he or she should then come up with a purchase procedure that fits the consumer behavior in the business firm he or she wants to make the purchase from. Hence from this, we note that the behavior of consumers and purchase process work hand in hand.

Psychological factors mainly refer to the feelings, thoughts and cognitive characteristics that bring effect to the behavior, functions of the mind and attitude. These factors mainly influence the thinking of an individual and his decisions and relations in the day to day life. For instance, is perception which is what an individual thinks about a particular service or product? Therefore with perception, he or she will be in a position to discern and think of a good product and service that fits his needs. Thus perception is seen to be an effect on consumer behavior.

Social factors also play a major role since it influences the decision that consumers arrive at concerning the purchase of goods and services. For instance, the role in the society is among the social factors that affect the consumer behavior. If a person arrives at which products he or she should purchase he always considers how that product will affect him and the society. Therefore by being conversant with its effect on the society the consumer will be able to buy the products. Hence these factors are essential to enable the consumer to choose the products he or she should purchase in order to meet his need (Solomon, 2017). Therefore from the essay, it is noted that consumer behavior is one of the major backbone issues for the prosperity of business.

References

Hogg, M. (2006). Consumer Behavior (1st ed.). London [u.a.]: Sage Publ.

Hoyer, W., Macinnis, D., & Pieters, R. Consumer Behavior (1st ed.).

Jerome, J. (2011). Tommy and co. (1st ed.). New York: Barnes & Noble Digital Library.

Peter, J., & Olson, J. (2010). Consumer Behavior (1st ed.). New York: McGraw-Hill Higher Education.

Peter, J., & Olson, J. (2010). Consumer behavior & marketing strategy (1st ed.). New York: McGraw-Hill Irwin.

Schiffman, L., & Wisenblit, J. Consumer Behavior (1st ed.).

Solomon, M. (2017). Consumer Behavior (1st ed.). Hoboken: Pearson.

Solomon, M. Consumer behavior: buying, having and being (1st ed.).