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Consumer Behaviour Project Essay

2465 words - 10 pages

Introduction:
Understanding Consumer behavior:
What is consumer behavior? The study of when, why, how, where and what people do or do not buy products is referred to as Consumer behavior. There are factors that influence consumer behavior, these factors are:
1. Cultural Factor.
2. Social Factor.
3. Personal Factor.
4. Psychological Factor.

1. The Cultural Factor
The cultural factor is divided into three sub factors:
a. Culture
b. Sub Culture
c. Social Class
Culture:
Is the set of basic values perceptions, requirements, and behaviors learned by a member of society from family and other important associations. It is the most basic cause of a person’s wants and ...view middle of the document...

Marketers are interested in the roles, and influence of the husband, wife and children on the purchase of different products and services.
Roles and status :
A person may belong to many groups, family, clubs, organizations. The person’s position in each group can be distinct in terms of both role and status.

3. Personal Factors
Personal factors include:
Age and Life cycle Stage:
People alter the goods and services they buy over their lifetimes. Tastes in food, clothes, furniture, and recreation are often age related. Buying is also shaped by the stage of the family life cycle.
Occupation
A person’s occupation affects the goods and services bought. Blue collar workers tend to buy more rugged work clothes, whereas white-collar workers buy more business suits.
Economic situation :
A person’s economic situation will affect product choice

Life Style:
Life Style is a person’s Pattern of living.
Personality and Self concept:
Each person’s distinct personality influences his / her buying behavior. Personality refers to the unique psychological characteristics that lead to reasonably reliable and lasting responses to a person’s own environment and surroundings.

4. Psychological Factors
The psychological factors for any person are: Motivation, Perception and Learning.
Motivation:
Motivation is a want that is sufficiently urging to direct the person to seek the satisfaction of a certain or specific need.
Perception:
This is the process by which people select, organize and interpret information to form a meaningful picture of the world. In other words, it is how people see reality.
Learning:
Is any permanent change in behavior or attitude that results from experience or through observation. There are types of learning which are: Classical, operant, Iconic rote, vicarious modeling and reasoning analogy.

The objectives of the research:
In this research we are trying to evaluate the relationship between customers, brands and marketers. We will identify which of the two brands; Nokia and Sony Ericsson is better perceived as the best mobile phone brand among mobile phone users through assessing their various marketing activities that influence the consumer buying process.
The reason for choosing this topic:
We chose the field of mobile phones in particular because we think that the IT sector nowadays is intensively growing and getting more sophisticated whereas many electronic devices that are invented change the way of how people experience their daily lives. Mobile phones are a means of connectivity between individuals and are also entertainment devices as well as personal digital assistants. Since there are many brands for mobile phones, the competition is fierce in the mobile phone market where manufacturers race each other to produce up to date handheld devices. Therefore we chose the two famous brands Nokia and Sony Ericsson since they are frequently purchased and well known in Egypt as they are market leaders...

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