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Consumer Behaviour - Essay Example

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CONSUMER BEHAVIOR Question #1: In this case, trait theory was used to explain phone usage differences; looking through the chapter do you think there are other individual characteristics that could also be used to better explain mobile phone usage? The trait theory is very appropriately applied to explain the differences amongst individual phone usage; however, there is an array of other individual characteristics that can also be used to explain mobile phone usage…
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Consumer Behaviour
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Consumer Behaviour

a. Consumer activities enable the marketer to determine how people spend their time as well as what activities they prefer to engage in. In regard to mobile phones, marketers can determine from a sample of mobile phone users about what activities/sports/habits they engage into, how they spend leisure time, what features of a mobile phone are utilized during busy schedule. The information obtained can be used to determine a link between the categories. For instance, all busy professional people use organizer, WAP services, and mobile banking features; hang out or shop when they are free; do swimming, read morning newspaper and play chess. b. Interest category determines what things and images are of importance to consumers. It enables marketers to identify the areas of interest of their consumers. For e.g. one fourth of the individuals show interest in networking. c. Opinions category enable the marketer to determine how consumers view themselves and what opinions they hold about others in their surroundings. It is more a self/social concept. This helps marketers identify how consumers view and evaluate objects, other people and themselves in a social setting (Aggarwal, 2004). For e.g. most of the people shares the idea that mobile usage amongst students must be monitored and rules must be established for limiting the use in educational premises. By soliciting consumer responses over the above mentioned categories, marketers can develop consumer profiles that possess similar activities, interest and opinions towards mobile phone usage. Marketers can also determine consumer mobile phone usage by evaluating situational use of a mobile phone. Thereby, marketers can highlight different situations in which multifaceted features mobile phone can be used; or they can identify different features that offer effective mobile usage in odd/urgent situations. For instance, if a consumer is lost somewhere, a mobile phone can be used as a tracker. In any urgency, such as baby birth, the father (consumer) may use mobile-ticketing for quick reservation of his flight. In turmoil or instable unsafe situations, consumers may relay on conducting mobile banking for payments rather than physically performing transactions. Motivation & involvement and attitude are other individual extrinsic factors that could potentially explain mobile phone usage. Motivation and involvement of a consumer in a product depends upon his motives for using a product. Motives are those internal factors that derive energy and active engagement of a consumer in product usage. Consequently, it also determines its usage of that product. For instance the motivation of a business man to use blackberry is high than that of a teenager. Attitude refers to evaluative judgments that a consumer holds towards anything under consideration. Attitude is a combination of and based on, a consumer’s experience, knowledge, perception and cognitive skills. It changes the way different consumers see and evaluate a situation (Edell, & Burke, 1987). Different people evaluate products differently in different situations (Hawkins, & Mothersbaugh, 2009). It can sustain marketers’ knowledge of mobile phone usage; provided it is used with other variables. ... Read More
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