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Consumer Traits and behaviors

Eduardo Becerra, Irinia Gomez, Takeshia Seeden
PSY/322
November 4, 2013
Earnest Broussard
University of Phoenix

Consumer Traits and Behavior Paper
Today’s users are demonstrating a fantastic desire for new services and products. It has created possibilities for users, marketing providers and companies too eventually approve or disapprove latest ideas. For users to help and view their behaviors in making correct decisions, thorough research is required to support different roles and thoughts for product development. The goals of this article is to get insight into user experiences, by finding out likes, dislikes and unmet requirement associated with satisfaction. When client satisfaction decreases, users have less excitement for repeating experiences which no more provide the same satisfaction. The experiences under consideration are the issues associated with personality, complaints, purchasing, and services. Up to now, the articles on service failure and recovery have tended to be centered on bricks-and- mortar shops. In this research the connections between service failures, user complaint behaviors, and service recovery anticipations in an online setting were examined. Data were gathered from 252 answerers in a questionnaire survey.

Outcomes of several regression analysis demonstrate that character traits when it comes to Type A and locus of control might moderate the connections between eservice failures, user complaint behaviors, and service recovery anticipations. When eservice failures

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happen, Type A and internally driven users participate in ambitious complaint behaviors and anticipate higher service recovery initiatives. On the other hand, Type B and externally driven users have a tendency to bear e-service failures and avoid complaining. Lastly, theoretical and managerial ramifications are talked about.” Identify at least three psychological processes and three social processes that may influence consumer behavior Three psychological processes that influence consumer behavior is motives attitude and beliefs. Motives can be defined as the drive which leads to a person buying a curtain product or service. Beliefs and attitude can be highly influential to a consumer. Beliefs according to psychological processes can be defined as the way a person thinks about different product. There are many psychological reasons why we choose to buy items and how we choose them. One of the reasons is trait superstition. As consumers we have certain superstitions that help us decide rather to buy or to walk away from an item. For example a poll conducted in 2003 by Harris Poll revealed that 31% of those surveyed believed in astrology. In 2004 the Science and Engineering Indicators report, the National Science Institute Foundation reported that 30% of Americans read their horoscope occasionally and 15% read their horoscope very often. Superstition also influences high-involvement decisions. Many Americans believe that the number 7 is lucky. The number of weddings increased dramatically in 7/7/07 in the United States. The strong belief for this number makes everyone question their superstition. Others use superstition to their advantage like in Europe and Asia. The Taiwanese consumers were willing to spend up to 15% more on a product because it ended in the lucky number 8. The Chinese culture feels the same way. The Chinese Olympic Games began on 8/8/08 because of the superstition with the number 8. It has even help the stock market because consumers felt better about buying stock that ended with an 8. Another number that has had an effect on consumer sales is the number 13. On Friday the 13th businesses have reported a loss due to the consumer’s superstition for avoiding travel and work on this day.

Explain the importance of understanding the influence of psychological and social processes on marketing communications Consumer behavior is important when creating marketing communication messages. Understanding psychological and social processes help to develop the best marketing plan possible. When business do not understand the mind of their target audience they do not generate the type of responses they initially hoped.

The psychological reasons why people comfort themselves when buying products they don’t need is often overlooked. Many American feel they need things but in reality they just want them. Consumers will go into debt to buy an item they want to personally have. The joy of seeing it in the house or having friends see them with it is worth it all for them. So many consumers feel a great sense of comfort in consumer goods that are popular or in demand because they feel like they can do or have things that others cannot. Social Processes on Marketing Behavior

Most consumers’ reasons for buying goods are because friends or family may want them or have them already. Consumers have said that the reason for buying products is because of someone they know really wants the product or they want to be the first of the group to have it. This provides a great sense of gratitude and joy for the consumer group to know that they were the first to have the product. This brings out the competitive trait in the consumer. Many will go out of their way to get things others want just so that they can be envied. This makes them feel like a leader or trend setter to the group. The approval of products from friends, family or people in general plays a strong role in consumer purchase. Many people buy brands instead of a product that fits their needs. For instance let’s use the iPhone or iPad. Many consumers buy the iPhone because it is what their friends or family have or what is sold the most. The iPad goes in the same category because it is expense and limited to the capabilities of the product like the iPhone. The Samsung phones and tablets are just as capable and even more then the Apple products but consumers buy the brand not the product. Other tablets cost less and function more like a computer but are overlooked by the loyal Apple consumers. Psychological Processes on Marketing Communication

Marketing targets groups of people instead of one person at a time. Marketing is developed to target either one group or multiple groups at a time to better their odds of sales. Company’s target certain groups of consumers because they have studied their buying habits and can assure sales with those groups. They have developed a formula to tell them what kind of people we are by asking them what kind of potato chip they prefer. They ask random questions and can develop an approach to target a group on the responses giving. If you ever notice when watching TV or reading a magazine there are multiple advertisements for one company in are targeted for every group. Companies have found a way to reach each group and a way that they can understand or relate to the message they are sending out. They know what works with a certain group in that is why different ads or commercials are played on different magazines in TV channels. Companies research their consumers to be able to interact with them and to relay their message effectively so that consumers will buy their goods. Research pays off because companies have a better idea on how to get the groups attention and have them eager to buy the product. Consumer Behavior and Traits

Consumer Behavior and traits play a big role in our society on an everyday life. As per CliffNotes.com, “Tradition includes the values, behaviors, products, along with other features common to the people in a specific group or society. By tradition, people as well as groups specify themselves, comply with society’s shared ideals, and contribute to society. Therefore, tradition contains several social factors: language, traditions, ideals, norms, mores, principles, tools, technologies, goods, companies, as well as establishments. “All users live under social and cultural restrictions. Any behavior contrary to the cultural set up of the society the user resides in is not accepted socially. Consequently, that consumer’s behavior will be affected by the tradition. Tradition is the most basic reason for a person’s desires as well as behavior. When kids are growing up, they find out basic ideas, requirements, as well as values from their loved ones along with other important groups. Advertisers as well as marketers are always trying in order to notice “cultural shifts” which might indicate new or “revamped” goods that may be desired or required by users

or to enhanced requirement. A good example would be, “the cultural change towards increased worry about physical fitness has generated possibilities (and today industries) servicing buyers who want to purchase low calorie meals, fitness center memberships, fitness equipment, and activity or health-related vacations and so on. At the same time, because there is a growing desire for “leisure time,” it has led to the increased requirement for comfort goods as well as services for example microwaves, prepared foods and direct marketing service companies for example Online banking and insurance.

Society creates rules in order to require acceptable behavior. There are 2 fundamental types of law: natural law as well as positive law. Natural law has been accepted all through history like a general body of principles of good conduct as well as justice common to all humans. This idea increased from man’s observation of the operation of the rules of nature as well as their consistency. Positive law, on the other hand, includes rules created by the leaders of a country or community. The spiritual part of community also motivates ethical development in order to assist guarantee acceptable behavior Consumer Temptations

This informative article involved the way a consumer’s attraction might, in most cases, be expensive. Attraction is generally the cause of most users buying decisions. Additionally, it explains as well as checks the theory that since users should expend willpower in order to oppose attraction, they might make positive attributions regarding themselves once they effectively oppose attraction. It examines the connection between the psychic costs of succumbing to, as well as the advantages of resisting, attraction when selecting from choice sets which contain both vice (e.g., having burgers, browsing the web) and virtue (e.g., having broccoli, reading this report) alternatives. This article explains how users can be viewed as discriminating once they value the variations between substitutes in a marketplace, particularly when inspecting these variations are expensive. The writer discusses how users will use quantity, quality, as well as price while making buying decisions. It shows that users become more price or cost conscious when they have more than one option since costs are easier to compare than to quality. The article has the point that users unsure concerning the significance of quality in a market interpret a remarkably dense variety (many alternatives in a given quality interval) like an indication that they are expected, as well as should themselves expect, in order to be more selective in their decisions of value. We seize this concept in a theory of inferred sensitivity to quality variations.

Social and Cultural Settings Influence Consumer Behavior
Cultural values affect every aspect of a person’s life. “The cultural value system includes cultural elements that people have in common with the group to which they belong, as well a Idiosyncratic values unique to that individual” (Nayeem, 2012, para 7). “To better understand Consumer behavior researchers need to define cultural differences. Culture is generally accepted By marketing researchers as one of the most important underlying determinants of consumer Behavior” (de Mooij, 2010).

Reasons Consumers Interpret Marketing Messages Differently
Marketing messages can be an effective way to communicate with consumers if they are conveyed correctly. When consumers see product like chocolate and they are compelled by the advertising. A consumer may want to buy chocolate even if it was not there intension. Most consumers view marketing message differently simply because they are not interest in the product. Most of the time marketers do not send positive feeling about the product they are marketing. If a consumers sees a milk advertising and there is no cow only a chicken he or she may not want that brand of milk because they do not feel comfortable with the way it is being advertised. This is why research should be done on consumer behavior so people will receive a clear and concise message. “One way for marketers to know if their message is being convey correctly by the feedback they receive from consumers” (Elmore, 2011). In conclusion consumer behave plays a major factor on their purchasing decisions. When big business want their products to generate sales they conduct different studies to aid in consumer needs. Consumer behavior is important when creating marketing communication messages. Understanding psychological and social processes help to develop the best marketing plan possible.

References
De Mooij, M. (2010). Global Marketing and Advertising: Understanding Cultural Paradoxes (3rd ed.). Sage Publications Asia-Pacific, Singapore Elmore, N. (2011). Understanding Your Target Market – Targeting Different Social Classes – Value Segmentation. Enzine Articles, 3(9), 20. Retrieved from http://ezinearticles.com/?Understanding-Your-Target-Market—Targeting-Different-Social-Classes—Value-Segmentation Shu-Ling, L. (2011) The effects of sales promotions strategy, Products appeal and consumer traits on reminder impulse buying behavior. International Journal of Consumer Studies, Vol 35, (5). Pp. 601 Nayeem, T. (2012). Cultural influences on consumer behavior. International Journal of Business and Management, 7(21), 78-91. Retrieved from http://search.proquest.com/docview/1353608736?accountid=458

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