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Consumer Decision Making Process - Assignment Example

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Consumer Decision Making Process

From this paper it is clear that considering the case of Williams, it seems that personal and psychological characteristics influence his buying behavior more than cultural and social factors. According to Tehran and Tehran, personal characteristics including occupation, age, education, and sex can have great influence on consumer behavior. Evidently, occupation of an individual is directly linked to the price and brand of the product they purchase. To illustrate, a part-time worker in a retail store is not likely to purchase Rado watches. In this case, Williams is a professional self-employed person who needs to travel across the globe to meet his business clients. This study outlines that age and sex of the individual would affect the consumer behavior. For instance, when a teenager is interested to buy Cargo Jeans, an elder adult is less likely to do so. Similarly, young males may be more excited to own 800cc cruiser motorcycles while young females in the same age may not do so. Surveys indicate that young men are more interested in technical features of computer products. Since Williams is in his early 30s, technical features of the product are more likely to influence his buying behavior. Psychological factors including individual needs, motivation, image, attitude, and lifestyle also affect consumer behavio. Williams is a self-employed professional and his occupational status indicates that he is a business-minded person motivated by the desire for unlimited income....
In this case, Williams is a professional self-employed person who needs to travel across the globe to meet his business clients. Probably, his business meetings include visual presentations and hence he may like to purchase expensive and top-branded device. Since William’s majority of clients are highly reputed professionals, he would not like to use any kind of cheap device to make presentations. Furthermore, as he works in the online business sector and makes business trips all over the world, he may pay particular attention to functionality of the device. The price factor is not likely to affect this purchase because Williams is a global level businessman. In addition, age and sex of the individual would affect the consumer behavior. For instance, when a teenager is interested to buy Cargo Jeans, an elder adult is less likely to do so. Similarly, young males may be more excited to own 800cc cruiser motorcycles while young females in the same age may not do so. Surveys indicate that young men are more interested in technical features of computer products. Since Williams is in his early 30s, technical features of the product are more likely to influence his buying behavior. Psychological factors including individual needs, motivation, image, attitude, and lifestyle also affect consumer behavior (ibid 2006, p.193). Williams is a self-employed professional and his occupational status indicates that he is a business-minded person motivated by the desire for unlimited income. Hence, he strives to enhance his career development. In short, he has a positive attitude towards life because he has been self-motivated. As a result, he will certainly wish to make his presentations appealing to clients and therefore he may purchase a functionally ...Show more

Summary

This paper, Consumer Decision Making Process, will analyze the characteristics affecting the consumer behavior, types of consumer buying decisions, and components that affect the decision making process. The paper will give some practical marketing recommendations as well.   …
Author : dnicolas
Consumer Decision Making Process essay example
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