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Consumer Behavior Essay

847 words - 4 pages

Consumer Behavior
MKT/435
January 27, 2014

Consumer Behavior
Consumer behavior is defined as “the process by which people in one culture or subculture learn to understand and adapt to the norms, values, lifestyles, and behaviors of people in another culture or subculture” (AMA, 2014). In order for a business to be successful it needs to be able to gather and analyze consumer behavior in order to better market their brand to consumers. I recently bought a Swiffer Wet Jet mop with my girlfriend and what affected our buying decision were the four P’s: product, place, price, and promotion. Understanding consumer behavior in ...view middle of the document...

This product is sold almost everywhere. It is sold at Wal-Mart, Kroger, Target, Martins, and many other retailers nationwide. It is always centered in the main aisle end caps so the consumer may see it while walking down the center aisle. I went to Target and saw a big display of Swiffer’s newest product, the Sweeper Vac. A couple of days later, I saw the Swiffer Sweeper Vac along with other Swiffer products conveniently in the center of the aisle at Wal-Mart. It was in a convenient location so that every customer that entered the store passed by the Swiffer products. Another great thing that Swiffer does to make its products accessible to all is by selling their products on their company website.
Price and promotion
One of the greatest factors the consumers look at before purchasing a product is the price. “Price is the amount of money one must pay to obtain the right to use the product” (Del I. Hawkins, 2007). After I really started thinking about buying the Swiffer Wet Jet, I immediately looked at the price. I was at Kroger and decided to take a look at what the price of this product was. We walked down the cleaning aisle and when I looked at the price, I immediately picked it up and placed it in my cart. The Swiffer Wet Jet was being sold for $21.99; a reasonable price for all of its features. This included the mop itself, three disposable mop cloths, and the cleaning solution. It was much cheaper than its competitor, Bona Floor Mop which retails at $39.99, almost twice the amount of the Swiffer Wet Jet (Products,...

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