SlideShare a Scribd company logo
Student’s Name
Professor’s Name
Course
Date
Influences on Consumer Behavior in Product Purchase
Introduction
Consumer behavior focuses on the diverse reasons for the purchase of products and the
consequences thereafter. A consumer goes through six stages during a purchase: realization of the
need for the item, information research of the product, evaluation of varieties, product choice and
purchase, use and evaluate the product and disposal. Therefore, the level of involvement in a
product is an interest in buying and consuming the goods. High involvement goods are complex,
expensive and pose a high risk if a mistake occurs such as specialty goods. On the other hand,
low involvement items are lowly priced thus a low risk in case of making a bad choice.
The research paper seeks to elaborate on the influences on consumer behavior. In the
methodology, the review of purchases of three different types of products reveals the reason for
their purchases. The findings show that influences such as peer, family, lifestyle, demography,
situation, culture and personality are vital to the decision-making process in buying products.
The discussion expounds on the description and examples of the influences mentioned above.
Research study
The research focused on purchases made in the last month of a convenience good, a
specialty good and service. The convenience good bought was a box of chocolate bars from a
friend involved in a campaign to raise funds in support of buying supplies for the less fortunate
during the COVID-19 pandemic. Despite the disinterest in the product, the social situation
required impulsiveness in the decision for the purchase. The specialty good is a high tech brand
headphone designed for noise cancellation. Among the influences for its purchase is peer
pressure from a circle of friends and its usefulness in a time where most courses have online
tutorials. The service is an insurance policy for a laptop. Majorly, the parents insisted on the
benefit of a cover in case of damage to the laptop seeing that it is the main learning hub gadget
during the quarantine period. Importantly, the cover had an offer, therefore favorable and
affordable.
The purchase of the box of chocolate though unnecessarily satisfied the social cohesion
sense of belonging as it was a purchase of nobility. However, it presents the challenge of how to
use the product. Perceivably, the headphones are a major boost to the electronic gadgets use and
a statement among peers. However, they create consumer curiosity to see if the brand is
competitive with other designs in the market.
Discussion
Situational influences refer to temporal factors that affect how an individual will buy. A
major factor is the physical conditions such as the location of a good outlet; it's layout, scent,
lighting, and display of items. According to Szmigin, Isabelle, and Piacentini (2018) in their
book Consumer behavior, another aspect is the social situation a buyer finds him/herself in, for
example, where an acquaintance may prompt the purchase of an item they are selling to show
support. The time of year or day or the available period of shopping also determines the kind of
purchase. Similarly, the motive to make a purchase affects the time spent. For instance,
emergency buying requires less time than a gift. Lastly, the general mood of the consumer
affects their choice of product.
As stated in the book Consumer behaviour: Applications in marketing by East, Robert et
al. (2016), the consumer’s personality is the view of an individual by other people. According to
psychologists, openness, neuroticism, extraversion, conscientiousness, and agreeableness are
traits that involve consumer behavior. Examples of these traits best explain their use in product
purchase as detailed in the sentences that follow .people who possess high levels of openness to
having a higher likelihood to respond well to graphic advertising. An optimistic character may
readily accept a new product than a pessimist. Extroverts are more likely to buy convenience
goods than extroverts. An individual with experience in technology will choose a suitable gadget.
The ease of interaction of a consumer may result in the purchase of goods in product activation.
According to Sigmund Freud as extracted from Consumer behaviour: Applications in
marketing by East, Robert et al. (2016), the personality of a consumer involves three elements
whose relative strength influences their buying behavior. One, the ID which is mental energy
source driving a person to action; two, the superego that internally represents the socially
approved conscience and lastly, the ego that acts as the conscious guide of the impulses of the id
in getting socially accepted manner of satisfaction. The study into these abilities establishes the
motive of consumer choice.
Lifestyle refers to the activities, priorities, and customer lifetime values as well as their
worldly perception. In marketing segmentation, targeting and positioning, analysis of the
consumer lifestyle assist manufacturers to understand the needs of different people. Moreover,
the price elasticity of demand may change its priority to the consumer due to its increased
value. Crucially, in the journal "Consumer Behaviour towards Lifestyle Marketing–Issues and
Concepts" by Arunadevi (2016), the influence of lifestyle forms the basis for relationship
marketing as a customer’s desire to associate with specific product design.
Culture encompasses the shared values, customs, behavior, attitudes, and beliefs in a
society. Majorly, it prescribes a way of life for a community. When one decides to buy a product,
they consider the impact of the cultural acceptance of the product. For example, even if a Muslim
finds pork on a discount, they will not make a purchase. Culture affects the type of food taken,
dress code, mode of interaction and absorption of new ideas.
Trends in the market brands have shown the homogenizing of culture therefore global
branding is a difficult task. Most individuals defy the usual order and innovating brands that are
inacceptable to their society but create a motivational conflict that appeals to their peers as
revealed in the journal on Contemporary issues in marketing and consumer behavior by Parsons
et al. (2017). Besides, the competitiveness of a product largely depends on the difference in
suiting the cultural needs of a customer compared to the rival brand.
The consumer’s family is the major determinants of an individual’s market choices. The
consumption habits of goods nurture in people depending on the products consumed in their
homes. Growing up in a home using apple brand products will simultaneously result in the other
members getting accustomed to the products. However, the use of a certain product may create a
desire to change or trying out another type. Essentially parents influence the choice of the
purchases made by their children. Consequently, family attributes to level two in Maslow’s
hierarchy of needs where familiarity to certain products provides safety.
In the article "Personal Influences on Consumer Behaviour.” by Hemsley-Brown, Jane,
and Izhar (2016), demography factors include gender, age, level of income and educational level.
The male preferences differ from the female. Teenagers are more likely to purchase items in the
current market trends compared to middle-aged people. Comparatively, a person with a high
level of income will go for expensive brands. Considerably, people in different professions make
different choices in fashion styles as a way to keep with the self-image.
Peer influence is the pressure or coercion to buy a commodity because members of a
group or fraternity express interest in it. The buyer may not need the product or service but will
buy it to fit in the group they belong to. The peer factor is the major attribute of the social class.
Most people buy specific goods as a statement of the social class they affiliate with or intend to
belong to. Notably, peer influences lead to the purchase of goods of hedonic value other than
the utilitarian value.
Conclusion
Consumer behavior changes from time to time, depending on the type of goods.
Therefore the continual study into the changes in the consumer enables a prediction in the
product preference. Notably, the influences of the good buying power of the market target give
insight to the production company on the expected delivery. Vitally, the influence factors give a
customer a source of comparison when deciding on the specific brand to purchase.
After the purchase of the product, the consumer looks forward to attest to the usability of
the product. For convenience goods, the review of product usefulness is fast as most goods are
short-term. Hence, there is a huge variety of convenience goods as the decision-making process
is quick with minimal involvement and loss. For specialty goods, the influence is greater since
the process involves extensive research on the product. Thus it takes time to assess the purchase
therefore the specifications of specialty goods are greater than convenience goods. Services may
have low or high involvement, depending on the components in the service.
Works Cited
Arunadevi, P. "Consumer Behaviour towards Lifestyle Marketing–Issues and Concepts." Asia
Pacific Journal of Research 1.2 (2016): 202-207.
East, Robert, et al. Consumer behaviour: Applications in marketing. Sage, 2016.
Hemsley-Brown, Jane, and Izhar Oplatka. "Personal Influences on Consumer
Behaviour." Higher Education Consumer Choice. Palgrave Pivot, London, 2016. 44-64.
Parsons, Elizabeth, Pauline Maclaran, and Andreas Chatzidakis. Contemporary issues in
marketing and consumer behaviour. Routledge, 2017.
Szmigin, Isabelle, and Maria Piacentini. Consumer behaviour. Oxford University Press, 2018.
Influences on Consumer Behavior in Product Purchase

More Related Content

What's hot

Consumer behaviour notes u1
Consumer behaviour notes u1Consumer behaviour notes u1
Consumer behaviour notes u1Piyush Gupta
 
Consumer buying behaviour
Consumer buying behaviourConsumer buying behaviour
Consumer buying behaviour
sanjeevkumar2540
 
Consumer Behaviour
Consumer BehaviourConsumer Behaviour
Consumer Behaviour
Prashant Mehta
 
Session 1 2 cb
Session 1 2 cbSession 1 2 cb
Session 1 2 cb
Dr.Ambrish sharma
 
Consumer Involvement Workshop 1
Consumer Involvement Workshop 1Consumer Involvement Workshop 1
Consumer Involvement Workshop 1CPOsorio
 
Customer psychology & buyer behaviour
Customer psychology & buyer behaviourCustomer psychology & buyer behaviour
Customer psychology & buyer behaviourSusheel Racherla
 
CONSUMER BEHAVIOR
CONSUMER BEHAVIORCONSUMER BEHAVIOR
CONSUMER BEHAVIOR
Preeti Chavan
 
Bus169 Kotler Chapter 05
Bus169 Kotler Chapter 05Bus169 Kotler Chapter 05
Bus169 Kotler Chapter 05Alwyn Lau
 
Consumer behavior notes
Consumer behavior notesConsumer behavior notes
Consumer behavior notes
Sanjay Shah
 
Consumer behavior-business magazine
Consumer behavior-business magazineConsumer behavior-business magazine
Consumer behavior-business magazine
Phalguni Panda
 
THE CONSUMER DECISION MAKING
THE CONSUMER DECISION MAKINGTHE CONSUMER DECISION MAKING
THE CONSUMER DECISION MAKING
Dr. Ahmad Faraz
 
Consumer behavior and factors influencing consumer behavior
Consumer behavior and factors influencing consumer behaviorConsumer behavior and factors influencing consumer behavior
Consumer behavior and factors influencing consumer behavior
Wish Mrt'xa
 
Chapter 14 Cross Cultural Consumer Behavior
Chapter 14 Cross Cultural Consumer BehaviorChapter 14 Cross Cultural Consumer Behavior
Chapter 14 Cross Cultural Consumer Behavior
Avinash Kumar
 
Consumer behaviour ramanuj majumdar
Consumer behaviour ramanuj majumdarConsumer behaviour ramanuj majumdar
Consumer behaviour ramanuj majumdarJithin Zcs
 
Chapter 3- Consumer Behavior
Chapter 3- Consumer BehaviorChapter 3- Consumer Behavior
Chapter 3- Consumer Behavior
Holy Angel University
 
Consumer Behavior
Consumer BehaviorConsumer Behavior
Consumer Behaviorsharpchen
 
Factors infuencing consumer behaviour
Factors infuencing consumer behaviourFactors infuencing consumer behaviour
Factors infuencing consumer behaviour
Nikhil Soares
 

What's hot (20)

Consumer behaviour notes u1
Consumer behaviour notes u1Consumer behaviour notes u1
Consumer behaviour notes u1
 
Consumer buying behaviour
Consumer buying behaviourConsumer buying behaviour
Consumer buying behaviour
 
Consumer Behaviour
Consumer BehaviourConsumer Behaviour
Consumer Behaviour
 
Session 1 2 cb
Session 1 2 cbSession 1 2 cb
Session 1 2 cb
 
Consumer Involvement Workshop 1
Consumer Involvement Workshop 1Consumer Involvement Workshop 1
Consumer Involvement Workshop 1
 
Apple - Consumer Behaviour
Apple - Consumer BehaviourApple - Consumer Behaviour
Apple - Consumer Behaviour
 
Consumer behavior
Consumer behaviorConsumer behavior
Consumer behavior
 
Customer psychology & buyer behaviour
Customer psychology & buyer behaviourCustomer psychology & buyer behaviour
Customer psychology & buyer behaviour
 
CONSUMER BEHAVIOR
CONSUMER BEHAVIORCONSUMER BEHAVIOR
CONSUMER BEHAVIOR
 
Bus169 Kotler Chapter 05
Bus169 Kotler Chapter 05Bus169 Kotler Chapter 05
Bus169 Kotler Chapter 05
 
Consumer behavior notes
Consumer behavior notesConsumer behavior notes
Consumer behavior notes
 
Effect of demographics on consumer behavior
Effect of demographics on consumer behaviorEffect of demographics on consumer behavior
Effect of demographics on consumer behavior
 
Consumer behavior-business magazine
Consumer behavior-business magazineConsumer behavior-business magazine
Consumer behavior-business magazine
 
THE CONSUMER DECISION MAKING
THE CONSUMER DECISION MAKINGTHE CONSUMER DECISION MAKING
THE CONSUMER DECISION MAKING
 
Consumer behavior and factors influencing consumer behavior
Consumer behavior and factors influencing consumer behaviorConsumer behavior and factors influencing consumer behavior
Consumer behavior and factors influencing consumer behavior
 
Chapter 14 Cross Cultural Consumer Behavior
Chapter 14 Cross Cultural Consumer BehaviorChapter 14 Cross Cultural Consumer Behavior
Chapter 14 Cross Cultural Consumer Behavior
 
Consumer behaviour ramanuj majumdar
Consumer behaviour ramanuj majumdarConsumer behaviour ramanuj majumdar
Consumer behaviour ramanuj majumdar
 
Chapter 3- Consumer Behavior
Chapter 3- Consumer BehaviorChapter 3- Consumer Behavior
Chapter 3- Consumer Behavior
 
Consumer Behavior
Consumer BehaviorConsumer Behavior
Consumer Behavior
 
Factors infuencing consumer behaviour
Factors infuencing consumer behaviourFactors infuencing consumer behaviour
Factors infuencing consumer behaviour
 

Similar to Influences on Consumer Behavior in Product Purchase

5 consumer behaviour research paper publishedin international journal
5 consumer behaviour research paper publishedin international journal5 consumer behaviour research paper publishedin international journal
5 consumer behaviour research paper publishedin international journal
maaranhari
 
5 consumer behaviour ah authors
5 consumer behaviour  ah authors 5 consumer behaviour  ah authors
5 consumer behaviour ah authors
HariharanAmutha1
 
5 consumer behaviour
5 consumer behaviour5 consumer behaviour
5 consumer behaviour
hariharan n
 
5 consumer behaviour research paper hari masterpiece
5 consumer behaviour  research paper hari masterpiece 5 consumer behaviour  research paper hari masterpiece
5 consumer behaviour research paper hari masterpiece
HariMasterpiece
 
Running head PRINCIPLES OF MARKETING1PRINCIPLES OF MARKETING.docx
Running head PRINCIPLES OF MARKETING1PRINCIPLES OF MARKETING.docxRunning head PRINCIPLES OF MARKETING1PRINCIPLES OF MARKETING.docx
Running head PRINCIPLES OF MARKETING1PRINCIPLES OF MARKETING.docx
glendar3
 
Running head PRINCIPLES OF MARKETING1PRINCIPLES OF MARKETING.docx
Running head PRINCIPLES OF MARKETING1PRINCIPLES OF MARKETING.docxRunning head PRINCIPLES OF MARKETING1PRINCIPLES OF MARKETING.docx
Running head PRINCIPLES OF MARKETING1PRINCIPLES OF MARKETING.docx
todd581
 
Buyer behaviour
Buyer behaviour Buyer behaviour
Buyer behaviour
Dr Pooja
 
Consumer behaviour unit 1
Consumer behaviour unit 1Consumer behaviour unit 1
Consumer behaviour unit 1
Dnyan Bharti society/BMS,Dahanu
 
Consumer behaviour unit 2
Consumer behaviour unit 2Consumer behaviour unit 2
Consumer behaviour unit 2
Dnyan Bharti society/BMS,Dahanu
 
Introduction to consumer behavior
Introduction to consumer behaviorIntroduction to consumer behavior
Introduction to consumer behavior
Puspanjali Bhandari
 
3 module Marketing Management university of Mysore
3 module Marketing Management university of Mysore 3 module Marketing Management university of Mysore
3 module Marketing Management university of Mysore
Dr UMA K
 
Fixated consumption behavior final
Fixated consumption behavior finalFixated consumption behavior final
Fixated consumption behavior finalharshitabaranwal
 
Consumer Behavior unit one.pptx
Consumer Behavior unit one.pptxConsumer Behavior unit one.pptx
Consumer Behavior unit one.pptx
bipinkandel7
 
Magggieee
MagggieeeMagggieee
Magggieee
Tamanna Raju
 
Maggie.
Maggie.Maggie.
Maggie.
Tamanna Raju
 
Magggieee
MagggieeeMagggieee
Magggieee
Tamanna Raju
 
1CONSUMER BEHAVIOR ON PERSONAL PROFILE
1CONSUMER BEHAVIOR ON PERSONAL PROFILE                        1CONSUMER BEHAVIOR ON PERSONAL PROFILE
1CONSUMER BEHAVIOR ON PERSONAL PROFILE
EttaBenton28
 
Mba project-report-consumert-behaviour
Mba project-report-consumert-behaviourMba project-report-consumert-behaviour
Mba project-report-consumert-behaviour
mba project reports
 
Customer Decision Making Style, Based On Bugis –Makassar Culture in Indonesia
Customer Decision Making Style, Based On Bugis –Makassar Culture in IndonesiaCustomer Decision Making Style, Based On Bugis –Makassar Culture in Indonesia
Customer Decision Making Style, Based On Bugis –Makassar Culture in Indonesia
inventionjournals
 

Similar to Influences on Consumer Behavior in Product Purchase (20)

5 consumer behaviour research paper publishedin international journal
5 consumer behaviour research paper publishedin international journal5 consumer behaviour research paper publishedin international journal
5 consumer behaviour research paper publishedin international journal
 
5 consumer behaviour ah authors
5 consumer behaviour  ah authors 5 consumer behaviour  ah authors
5 consumer behaviour ah authors
 
5 consumer behaviour
5 consumer behaviour5 consumer behaviour
5 consumer behaviour
 
5 consumer behaviour research paper hari masterpiece
5 consumer behaviour  research paper hari masterpiece 5 consumer behaviour  research paper hari masterpiece
5 consumer behaviour research paper hari masterpiece
 
Running head PRINCIPLES OF MARKETING1PRINCIPLES OF MARKETING.docx
Running head PRINCIPLES OF MARKETING1PRINCIPLES OF MARKETING.docxRunning head PRINCIPLES OF MARKETING1PRINCIPLES OF MARKETING.docx
Running head PRINCIPLES OF MARKETING1PRINCIPLES OF MARKETING.docx
 
Running head PRINCIPLES OF MARKETING1PRINCIPLES OF MARKETING.docx
Running head PRINCIPLES OF MARKETING1PRINCIPLES OF MARKETING.docxRunning head PRINCIPLES OF MARKETING1PRINCIPLES OF MARKETING.docx
Running head PRINCIPLES OF MARKETING1PRINCIPLES OF MARKETING.docx
 
Buyer behaviour
Buyer behaviour Buyer behaviour
Buyer behaviour
 
Consumer behaviour unit 1
Consumer behaviour unit 1Consumer behaviour unit 1
Consumer behaviour unit 1
 
Consumer behaviour unit 2
Consumer behaviour unit 2Consumer behaviour unit 2
Consumer behaviour unit 2
 
Introduction to consumer behavior
Introduction to consumer behaviorIntroduction to consumer behavior
Introduction to consumer behavior
 
3 module Marketing Management university of Mysore
3 module Marketing Management university of Mysore 3 module Marketing Management university of Mysore
3 module Marketing Management university of Mysore
 
Fixated consumption behavior final
Fixated consumption behavior finalFixated consumption behavior final
Fixated consumption behavior final
 
Consumer Behavior unit one.pptx
Consumer Behavior unit one.pptxConsumer Behavior unit one.pptx
Consumer Behavior unit one.pptx
 
Basics of CB-STP-VALS
Basics of CB-STP-VALSBasics of CB-STP-VALS
Basics of CB-STP-VALS
 
Magggieee
MagggieeeMagggieee
Magggieee
 
Maggie.
Maggie.Maggie.
Maggie.
 
Magggieee
MagggieeeMagggieee
Magggieee
 
1CONSUMER BEHAVIOR ON PERSONAL PROFILE
1CONSUMER BEHAVIOR ON PERSONAL PROFILE                        1CONSUMER BEHAVIOR ON PERSONAL PROFILE
1CONSUMER BEHAVIOR ON PERSONAL PROFILE
 
Mba project-report-consumert-behaviour
Mba project-report-consumert-behaviourMba project-report-consumert-behaviour
Mba project-report-consumert-behaviour
 
Customer Decision Making Style, Based On Bugis –Makassar Culture in Indonesia
Customer Decision Making Style, Based On Bugis –Makassar Culture in IndonesiaCustomer Decision Making Style, Based On Bugis –Makassar Culture in Indonesia
Customer Decision Making Style, Based On Bugis –Makassar Culture in Indonesia
 

More from Writers Per Hour

Gas Process
Gas ProcessGas Process
Gas Process
Writers Per Hour
 
Religious Studies and Literacy
Religious Studies and LiteracyReligious Studies and Literacy
Religious Studies and Literacy
Writers Per Hour
 
Differential Application of Utilitarian and Deontological Ethical Theories in...
Differential Application of Utilitarian and Deontological Ethical Theories in...Differential Application of Utilitarian and Deontological Ethical Theories in...
Differential Application of Utilitarian and Deontological Ethical Theories in...
Writers Per Hour
 
Religion
ReligionReligion
News Article
News ArticleNews Article
News Article
Writers Per Hour
 
American Government
American GovernmentAmerican Government
American Government
Writers Per Hour
 
Religion
ReligionReligion
Discussion Post
Discussion PostDiscussion Post
Discussion Post
Writers Per Hour
 
Multicultural History of Lowell Assignment
Multicultural History of Lowell AssignmentMulticultural History of Lowell Assignment
Multicultural History of Lowell Assignment
Writers Per Hour
 
how one company penaterated into the korean seasoning market back in 90s and ...
how one company penaterated into the korean seasoning market back in 90s and ...how one company penaterated into the korean seasoning market back in 90s and ...
how one company penaterated into the korean seasoning market back in 90s and ...
Writers Per Hour
 
Curriculum Design
Curriculum DesignCurriculum Design
Curriculum Design
Writers Per Hour
 
Personal Theory Paper
Personal Theory PaperPersonal Theory Paper
Personal Theory Paper
Writers Per Hour
 
T-shirt company
T-shirt companyT-shirt company
T-shirt company
Writers Per Hour
 
Legacy of the Progressive
Legacy of the ProgressiveLegacy of the Progressive
Legacy of the Progressive
Writers Per Hour
 
Legacy of the Progressive Era
Legacy of the Progressive EraLegacy of the Progressive Era
Legacy of the Progressive Era
Writers Per Hour
 
Theory of Knowledge
Theory of KnowledgeTheory of Knowledge
Theory of Knowledge
Writers Per Hour
 
Learning Module
Learning ModuleLearning Module
Learning Module
Writers Per Hour
 
History Essay
History EssayHistory Essay
History Essay
Writers Per Hour
 
Psych Essay
Psych EssayPsych Essay
Psych Essay
Writers Per Hour
 
Psych Essay
Psych EssayPsych Essay
Psych Essay
Writers Per Hour
 

More from Writers Per Hour (20)

Gas Process
Gas ProcessGas Process
Gas Process
 
Religious Studies and Literacy
Religious Studies and LiteracyReligious Studies and Literacy
Religious Studies and Literacy
 
Differential Application of Utilitarian and Deontological Ethical Theories in...
Differential Application of Utilitarian and Deontological Ethical Theories in...Differential Application of Utilitarian and Deontological Ethical Theories in...
Differential Application of Utilitarian and Deontological Ethical Theories in...
 
Religion
ReligionReligion
Religion
 
News Article
News ArticleNews Article
News Article
 
American Government
American GovernmentAmerican Government
American Government
 
Religion
ReligionReligion
Religion
 
Discussion Post
Discussion PostDiscussion Post
Discussion Post
 
Multicultural History of Lowell Assignment
Multicultural History of Lowell AssignmentMulticultural History of Lowell Assignment
Multicultural History of Lowell Assignment
 
how one company penaterated into the korean seasoning market back in 90s and ...
how one company penaterated into the korean seasoning market back in 90s and ...how one company penaterated into the korean seasoning market back in 90s and ...
how one company penaterated into the korean seasoning market back in 90s and ...
 
Curriculum Design
Curriculum DesignCurriculum Design
Curriculum Design
 
Personal Theory Paper
Personal Theory PaperPersonal Theory Paper
Personal Theory Paper
 
T-shirt company
T-shirt companyT-shirt company
T-shirt company
 
Legacy of the Progressive
Legacy of the ProgressiveLegacy of the Progressive
Legacy of the Progressive
 
Legacy of the Progressive Era
Legacy of the Progressive EraLegacy of the Progressive Era
Legacy of the Progressive Era
 
Theory of Knowledge
Theory of KnowledgeTheory of Knowledge
Theory of Knowledge
 
Learning Module
Learning ModuleLearning Module
Learning Module
 
History Essay
History EssayHistory Essay
History Essay
 
Psych Essay
Psych EssayPsych Essay
Psych Essay
 
Psych Essay
Psych EssayPsych Essay
Psych Essay
 

Recently uploaded

Model Attribute Check Company Auto Property
Model Attribute  Check Company Auto PropertyModel Attribute  Check Company Auto Property
Model Attribute Check Company Auto Property
Celine George
 
Sha'Carri Richardson Presentation 202345
Sha'Carri Richardson Presentation 202345Sha'Carri Richardson Presentation 202345
Sha'Carri Richardson Presentation 202345
beazzy04
 
Instructions for Submissions thorugh G- Classroom.pptx
Instructions for Submissions thorugh G- Classroom.pptxInstructions for Submissions thorugh G- Classroom.pptx
Instructions for Submissions thorugh G- Classroom.pptx
Jheel Barad
 
Chapter 3 - Islamic Banking Products and Services.pptx
Chapter 3 - Islamic Banking Products and Services.pptxChapter 3 - Islamic Banking Products and Services.pptx
Chapter 3 - Islamic Banking Products and Services.pptx
Mohd Adib Abd Muin, Senior Lecturer at Universiti Utara Malaysia
 
The Challenger.pdf DNHS Official Publication
The Challenger.pdf DNHS Official PublicationThe Challenger.pdf DNHS Official Publication
The Challenger.pdf DNHS Official Publication
Delapenabediema
 
Honest Reviews of Tim Han LMA Course Program.pptx
Honest Reviews of Tim Han LMA Course Program.pptxHonest Reviews of Tim Han LMA Course Program.pptx
Honest Reviews of Tim Han LMA Course Program.pptx
timhan337
 
The basics of sentences session 5pptx.pptx
The basics of sentences session 5pptx.pptxThe basics of sentences session 5pptx.pptx
The basics of sentences session 5pptx.pptx
heathfieldcps1
 
Digital Tools and AI for Teaching Learning and Research
Digital Tools and AI for Teaching Learning and ResearchDigital Tools and AI for Teaching Learning and Research
Digital Tools and AI for Teaching Learning and Research
Vikramjit Singh
 
special B.ed 2nd year old paper_20240531.pdf
special B.ed 2nd year old paper_20240531.pdfspecial B.ed 2nd year old paper_20240531.pdf
special B.ed 2nd year old paper_20240531.pdf
Special education needs
 
Adversarial Attention Modeling for Multi-dimensional Emotion Regression.pdf
Adversarial Attention Modeling for Multi-dimensional Emotion Regression.pdfAdversarial Attention Modeling for Multi-dimensional Emotion Regression.pdf
Adversarial Attention Modeling for Multi-dimensional Emotion Regression.pdf
Po-Chuan Chen
 
Francesca Gottschalk - How can education support child empowerment.pptx
Francesca Gottschalk - How can education support child empowerment.pptxFrancesca Gottschalk - How can education support child empowerment.pptx
Francesca Gottschalk - How can education support child empowerment.pptx
EduSkills OECD
 
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...
Levi Shapiro
 
Acetabularia Information For Class 9 .docx
Acetabularia Information For Class 9  .docxAcetabularia Information For Class 9  .docx
Acetabularia Information For Class 9 .docx
vaibhavrinwa19
 
BÀI TẬP BỔ TRỢ TIẾNG ANH GLOBAL SUCCESS LỚP 3 - CẢ NĂM (CÓ FILE NGHE VÀ ĐÁP Á...
BÀI TẬP BỔ TRỢ TIẾNG ANH GLOBAL SUCCESS LỚP 3 - CẢ NĂM (CÓ FILE NGHE VÀ ĐÁP Á...BÀI TẬP BỔ TRỢ TIẾNG ANH GLOBAL SUCCESS LỚP 3 - CẢ NĂM (CÓ FILE NGHE VÀ ĐÁP Á...
BÀI TẬP BỔ TRỢ TIẾNG ANH GLOBAL SUCCESS LỚP 3 - CẢ NĂM (CÓ FILE NGHE VÀ ĐÁP Á...
Nguyen Thanh Tu Collection
 
The geography of Taylor Swift - some ideas
The geography of Taylor Swift - some ideasThe geography of Taylor Swift - some ideas
The geography of Taylor Swift - some ideas
GeoBlogs
 
Polish students' mobility in the Czech Republic
Polish students' mobility in the Czech RepublicPolish students' mobility in the Czech Republic
Polish students' mobility in the Czech Republic
Anna Sz.
 
Unit 2- Research Aptitude (UGC NET Paper I).pdf
Unit 2- Research Aptitude (UGC NET Paper I).pdfUnit 2- Research Aptitude (UGC NET Paper I).pdf
Unit 2- Research Aptitude (UGC NET Paper I).pdf
Thiyagu K
 
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdf
Welcome to TechSoup   New Member Orientation and Q&A (May 2024).pdfWelcome to TechSoup   New Member Orientation and Q&A (May 2024).pdf
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdf
TechSoup
 
The Roman Empire A Historical Colossus.pdf
The Roman Empire A Historical Colossus.pdfThe Roman Empire A Historical Colossus.pdf
The Roman Empire A Historical Colossus.pdf
kaushalkr1407
 
Mule 4.6 & Java 17 Upgrade | MuleSoft Mysore Meetup #46
Mule 4.6 & Java 17 Upgrade | MuleSoft Mysore Meetup #46Mule 4.6 & Java 17 Upgrade | MuleSoft Mysore Meetup #46
Mule 4.6 & Java 17 Upgrade | MuleSoft Mysore Meetup #46
MysoreMuleSoftMeetup
 

Recently uploaded (20)

Model Attribute Check Company Auto Property
Model Attribute  Check Company Auto PropertyModel Attribute  Check Company Auto Property
Model Attribute Check Company Auto Property
 
Sha'Carri Richardson Presentation 202345
Sha'Carri Richardson Presentation 202345Sha'Carri Richardson Presentation 202345
Sha'Carri Richardson Presentation 202345
 
Instructions for Submissions thorugh G- Classroom.pptx
Instructions for Submissions thorugh G- Classroom.pptxInstructions for Submissions thorugh G- Classroom.pptx
Instructions for Submissions thorugh G- Classroom.pptx
 
Chapter 3 - Islamic Banking Products and Services.pptx
Chapter 3 - Islamic Banking Products and Services.pptxChapter 3 - Islamic Banking Products and Services.pptx
Chapter 3 - Islamic Banking Products and Services.pptx
 
The Challenger.pdf DNHS Official Publication
The Challenger.pdf DNHS Official PublicationThe Challenger.pdf DNHS Official Publication
The Challenger.pdf DNHS Official Publication
 
Honest Reviews of Tim Han LMA Course Program.pptx
Honest Reviews of Tim Han LMA Course Program.pptxHonest Reviews of Tim Han LMA Course Program.pptx
Honest Reviews of Tim Han LMA Course Program.pptx
 
The basics of sentences session 5pptx.pptx
The basics of sentences session 5pptx.pptxThe basics of sentences session 5pptx.pptx
The basics of sentences session 5pptx.pptx
 
Digital Tools and AI for Teaching Learning and Research
Digital Tools and AI for Teaching Learning and ResearchDigital Tools and AI for Teaching Learning and Research
Digital Tools and AI for Teaching Learning and Research
 
special B.ed 2nd year old paper_20240531.pdf
special B.ed 2nd year old paper_20240531.pdfspecial B.ed 2nd year old paper_20240531.pdf
special B.ed 2nd year old paper_20240531.pdf
 
Adversarial Attention Modeling for Multi-dimensional Emotion Regression.pdf
Adversarial Attention Modeling for Multi-dimensional Emotion Regression.pdfAdversarial Attention Modeling for Multi-dimensional Emotion Regression.pdf
Adversarial Attention Modeling for Multi-dimensional Emotion Regression.pdf
 
Francesca Gottschalk - How can education support child empowerment.pptx
Francesca Gottschalk - How can education support child empowerment.pptxFrancesca Gottschalk - How can education support child empowerment.pptx
Francesca Gottschalk - How can education support child empowerment.pptx
 
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...
 
Acetabularia Information For Class 9 .docx
Acetabularia Information For Class 9  .docxAcetabularia Information For Class 9  .docx
Acetabularia Information For Class 9 .docx
 
BÀI TẬP BỔ TRỢ TIẾNG ANH GLOBAL SUCCESS LỚP 3 - CẢ NĂM (CÓ FILE NGHE VÀ ĐÁP Á...
BÀI TẬP BỔ TRỢ TIẾNG ANH GLOBAL SUCCESS LỚP 3 - CẢ NĂM (CÓ FILE NGHE VÀ ĐÁP Á...BÀI TẬP BỔ TRỢ TIẾNG ANH GLOBAL SUCCESS LỚP 3 - CẢ NĂM (CÓ FILE NGHE VÀ ĐÁP Á...
BÀI TẬP BỔ TRỢ TIẾNG ANH GLOBAL SUCCESS LỚP 3 - CẢ NĂM (CÓ FILE NGHE VÀ ĐÁP Á...
 
The geography of Taylor Swift - some ideas
The geography of Taylor Swift - some ideasThe geography of Taylor Swift - some ideas
The geography of Taylor Swift - some ideas
 
Polish students' mobility in the Czech Republic
Polish students' mobility in the Czech RepublicPolish students' mobility in the Czech Republic
Polish students' mobility in the Czech Republic
 
Unit 2- Research Aptitude (UGC NET Paper I).pdf
Unit 2- Research Aptitude (UGC NET Paper I).pdfUnit 2- Research Aptitude (UGC NET Paper I).pdf
Unit 2- Research Aptitude (UGC NET Paper I).pdf
 
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdf
Welcome to TechSoup   New Member Orientation and Q&A (May 2024).pdfWelcome to TechSoup   New Member Orientation and Q&A (May 2024).pdf
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdf
 
The Roman Empire A Historical Colossus.pdf
The Roman Empire A Historical Colossus.pdfThe Roman Empire A Historical Colossus.pdf
The Roman Empire A Historical Colossus.pdf
 
Mule 4.6 & Java 17 Upgrade | MuleSoft Mysore Meetup #46
Mule 4.6 & Java 17 Upgrade | MuleSoft Mysore Meetup #46Mule 4.6 & Java 17 Upgrade | MuleSoft Mysore Meetup #46
Mule 4.6 & Java 17 Upgrade | MuleSoft Mysore Meetup #46
 

Influences on Consumer Behavior in Product Purchase

  • 1. Student’s Name Professor’s Name Course Date Influences on Consumer Behavior in Product Purchase Introduction Consumer behavior focuses on the diverse reasons for the purchase of products and the consequences thereafter. A consumer goes through six stages during a purchase: realization of the need for the item, information research of the product, evaluation of varieties, product choice and purchase, use and evaluate the product and disposal. Therefore, the level of involvement in a product is an interest in buying and consuming the goods. High involvement goods are complex, expensive and pose a high risk if a mistake occurs such as specialty goods. On the other hand, low involvement items are lowly priced thus a low risk in case of making a bad choice. The research paper seeks to elaborate on the influences on consumer behavior. In the methodology, the review of purchases of three different types of products reveals the reason for their purchases. The findings show that influences such as peer, family, lifestyle, demography, situation, culture and personality are vital to the decision-making process in buying products. The discussion expounds on the description and examples of the influences mentioned above. Research study
  • 2. The research focused on purchases made in the last month of a convenience good, a specialty good and service. The convenience good bought was a box of chocolate bars from a friend involved in a campaign to raise funds in support of buying supplies for the less fortunate during the COVID-19 pandemic. Despite the disinterest in the product, the social situation required impulsiveness in the decision for the purchase. The specialty good is a high tech brand headphone designed for noise cancellation. Among the influences for its purchase is peer pressure from a circle of friends and its usefulness in a time where most courses have online tutorials. The service is an insurance policy for a laptop. Majorly, the parents insisted on the benefit of a cover in case of damage to the laptop seeing that it is the main learning hub gadget during the quarantine period. Importantly, the cover had an offer, therefore favorable and affordable. The purchase of the box of chocolate though unnecessarily satisfied the social cohesion sense of belonging as it was a purchase of nobility. However, it presents the challenge of how to use the product. Perceivably, the headphones are a major boost to the electronic gadgets use and a statement among peers. However, they create consumer curiosity to see if the brand is competitive with other designs in the market. Discussion Situational influences refer to temporal factors that affect how an individual will buy. A major factor is the physical conditions such as the location of a good outlet; it's layout, scent, lighting, and display of items. According to Szmigin, Isabelle, and Piacentini (2018) in their book Consumer behavior, another aspect is the social situation a buyer finds him/herself in, for
  • 3. example, where an acquaintance may prompt the purchase of an item they are selling to show support. The time of year or day or the available period of shopping also determines the kind of purchase. Similarly, the motive to make a purchase affects the time spent. For instance, emergency buying requires less time than a gift. Lastly, the general mood of the consumer affects their choice of product. As stated in the book Consumer behaviour: Applications in marketing by East, Robert et al. (2016), the consumer’s personality is the view of an individual by other people. According to psychologists, openness, neuroticism, extraversion, conscientiousness, and agreeableness are traits that involve consumer behavior. Examples of these traits best explain their use in product purchase as detailed in the sentences that follow .people who possess high levels of openness to having a higher likelihood to respond well to graphic advertising. An optimistic character may readily accept a new product than a pessimist. Extroverts are more likely to buy convenience goods than extroverts. An individual with experience in technology will choose a suitable gadget. The ease of interaction of a consumer may result in the purchase of goods in product activation. According to Sigmund Freud as extracted from Consumer behaviour: Applications in marketing by East, Robert et al. (2016), the personality of a consumer involves three elements whose relative strength influences their buying behavior. One, the ID which is mental energy source driving a person to action; two, the superego that internally represents the socially approved conscience and lastly, the ego that acts as the conscious guide of the impulses of the id in getting socially accepted manner of satisfaction. The study into these abilities establishes the motive of consumer choice.
  • 4. Lifestyle refers to the activities, priorities, and customer lifetime values as well as their worldly perception. In marketing segmentation, targeting and positioning, analysis of the consumer lifestyle assist manufacturers to understand the needs of different people. Moreover, the price elasticity of demand may change its priority to the consumer due to its increased value. Crucially, in the journal "Consumer Behaviour towards Lifestyle Marketing–Issues and Concepts" by Arunadevi (2016), the influence of lifestyle forms the basis for relationship marketing as a customer’s desire to associate with specific product design. Culture encompasses the shared values, customs, behavior, attitudes, and beliefs in a society. Majorly, it prescribes a way of life for a community. When one decides to buy a product, they consider the impact of the cultural acceptance of the product. For example, even if a Muslim finds pork on a discount, they will not make a purchase. Culture affects the type of food taken, dress code, mode of interaction and absorption of new ideas. Trends in the market brands have shown the homogenizing of culture therefore global branding is a difficult task. Most individuals defy the usual order and innovating brands that are inacceptable to their society but create a motivational conflict that appeals to their peers as revealed in the journal on Contemporary issues in marketing and consumer behavior by Parsons et al. (2017). Besides, the competitiveness of a product largely depends on the difference in suiting the cultural needs of a customer compared to the rival brand. The consumer’s family is the major determinants of an individual’s market choices. The consumption habits of goods nurture in people depending on the products consumed in their homes. Growing up in a home using apple brand products will simultaneously result in the other
  • 5. members getting accustomed to the products. However, the use of a certain product may create a desire to change or trying out another type. Essentially parents influence the choice of the purchases made by their children. Consequently, family attributes to level two in Maslow’s hierarchy of needs where familiarity to certain products provides safety. In the article "Personal Influences on Consumer Behaviour.” by Hemsley-Brown, Jane, and Izhar (2016), demography factors include gender, age, level of income and educational level. The male preferences differ from the female. Teenagers are more likely to purchase items in the current market trends compared to middle-aged people. Comparatively, a person with a high level of income will go for expensive brands. Considerably, people in different professions make different choices in fashion styles as a way to keep with the self-image. Peer influence is the pressure or coercion to buy a commodity because members of a group or fraternity express interest in it. The buyer may not need the product or service but will buy it to fit in the group they belong to. The peer factor is the major attribute of the social class. Most people buy specific goods as a statement of the social class they affiliate with or intend to belong to. Notably, peer influences lead to the purchase of goods of hedonic value other than the utilitarian value. Conclusion Consumer behavior changes from time to time, depending on the type of goods. Therefore the continual study into the changes in the consumer enables a prediction in the product preference. Notably, the influences of the good buying power of the market target give
  • 6. insight to the production company on the expected delivery. Vitally, the influence factors give a customer a source of comparison when deciding on the specific brand to purchase. After the purchase of the product, the consumer looks forward to attest to the usability of the product. For convenience goods, the review of product usefulness is fast as most goods are short-term. Hence, there is a huge variety of convenience goods as the decision-making process is quick with minimal involvement and loss. For specialty goods, the influence is greater since the process involves extensive research on the product. Thus it takes time to assess the purchase therefore the specifications of specialty goods are greater than convenience goods. Services may have low or high involvement, depending on the components in the service.
  • 7. Works Cited Arunadevi, P. "Consumer Behaviour towards Lifestyle Marketing–Issues and Concepts." Asia Pacific Journal of Research 1.2 (2016): 202-207. East, Robert, et al. Consumer behaviour: Applications in marketing. Sage, 2016. Hemsley-Brown, Jane, and Izhar Oplatka. "Personal Influences on Consumer Behaviour." Higher Education Consumer Choice. Palgrave Pivot, London, 2016. 44-64. Parsons, Elizabeth, Pauline Maclaran, and Andreas Chatzidakis. Contemporary issues in marketing and consumer behaviour. Routledge, 2017. Szmigin, Isabelle, and Maria Piacentini. Consumer behaviour. Oxford University Press, 2018.