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Consumer Behavior - Essay Example

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The GoodGuide is basically an application that provides the user with ratings on products in three categories such as health (nutritional facts of products), environment (impact to the environment), and society (ethical policies and performances). Hence, the customer widens her knowledge about the particular product. The consumers of the modern society are very health conscious, thus, by providing the customers with information regarding health contents of a particular product enormously influences the purchase decision of the customer. The customers are made aware of the products that have poor health benefits and would even potentially post health issues. In the environmental aspect, the customer gains knowledge and the application even promote companies that have non-damaging practices to the environment. Thus, the buying experience is not only limited to just the product but also the customer is made to feel responsible in aiding and promoting companies to use environmentally friendly options in their operations. For the society, this information is about the ethical practices of the company. Such criteria further broadens the decision complication of the customer since she does will now not only look for products that will just satisfy here but also rather look for products that score well in the above mentioned criteria. ...
Since the trend for individuals now is about being health conscious and environmentally aware, this is taken advantage by GoodGuide. The cultural norm now is to be aware and consciously choose ways and products that will be for the betterment of mankind. Healthy and environmentally friendly products and companies are the way to go if this is the case. Therefore, the consumer doesn’t really have cope with it since it has turned to be an established norm in the present. Another approach that could explain this case would be about the Group Influence. The GoodGuide acts as a “reference group” wherein it entails a significant influence and relevance to the decision making process of individuals. The reference group influences the consumers by being “informational, utilitarian (preferences of others influence consumer’s decision to buy, and value-expressive (the image others have of the consumer will be influenced by what he or she buys)” (Helm). The reference group, GoodGuide, have a credible pool of information to influence the consumers. GoodGuide also acts as the Opinion leader since they are good information sources because they have hired experts to do the evaluation, and thus they are also unbiased and credible, and they evaluate the things that the customers frequently buy themselves so essentially they are also consumers but they provide much educated information for the selection of the products. For the health aspects, they have hired toxicologists, chemists, nutritionists, and the like, to examine the products. Thus consumers who consult this app will also follow what the GoodGuide will deem good products and avoid those who do not meet their criteria. It can be said that it also is a negative reference group since it ...Show more


[Full Name] [Name of Professor/Instructor] [Subject/Class] 20 April 2012 Consumer Behavior The consumer is faced with different pieces of information that may impact her decision making in this situation. Briefly describe what these different pieces of information are…
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Consumer Behavior Essay essay example
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