Consumer Traits and Behaviors
Consumer Traits and Behaviors
Consumer traits and behaviors, what are they? Consumer traits and behaviors could be defined as the conducts and characteristics that consumers show in searching for, purchasing, using, evaluating, and disposing of products and services that they hope will satisfy their different needs (Schiffman & Kanuk, 2010). Consumers are influenced by different factors on what, when, where, how and why they buy a product or service. Some aspects influencing consumer traits, behaviors and how messages are received are psychological, social and culture process. Aspects as personalities, age, interest, believe, cultural ...view middle of the document...
These different traits in consumer behavior would help to understand more how people process information; allow their social and psychological environment influence their purchasing decision.
Psychological and Social Processes
Psychological and social processes influence consumer behavior regarding the decision-making process. Psychological processes include motivation, perception, and attitudes (Bagozzi, 2002). Motivation is a powerful factor with consumer purchasing. Motivation is the force that induces the consumer to act, and this urge is fueled from a specific desire to fulfill a need (Bagozzi, 2002). Perception surrounds the consumers process of selection, organization, and interpretation. Specifically there are threee processes regarding perception which are selective attention and selective distortion (Bagozzi, 2002). Lastly, a consumers beliefs and attitudes are a part of the psychological process. Beliefs and attitudes simple refers to a personal viewpoint of various products.
Social processes include reference groups, family, and status. First, an example of a reference group is a spokesperson. This creates an influence over the consumer regarding a specific product. Family also creates an influence for consumers. Family creates an identifying group for the consumer as well as the various stages of the life cycle influence consumer behavior (Bagozzi, 2002). Furthermore, a consumers role in society, a profession, and the family create an influence, specifically with the expectation of the role of the consumer in any group.
Understanding the previous processes are an important factor in terms of the decision-making process for the consumer. This directly relates to the method and execution of marketing. Research surrounding these influences assist in creating the target groups and the the most effective means to promote specific products. The best advertising and promotional messages are irrelevant if the behaviors of the consumer are not considered. Nevertheless, Martin suggest there are many more factors that determine the behavors of a consumer that the basic concepts listed above.
Furthermore, Martin explains there is a level of automation in regard to consumer behavor and purchasing (Martin, 2011) . This relates to a level of unconscious choices driven by automatic processes such as purchases prompted by familiarity and habit, rather than need based. This is the opposite of the notion than marketing firms rely on the consumer porcessing information when making prchase decisions (Martin, 2011). Nonetheless, this is not always the case consumers often use consciously makes choice based upon comparison and brand qualities. Likewise, there is not any particular pattern to determine what specific or inclusive manner a consumer uses in the decision- making process of purchasing.
Relationship between Consumer Traits and behaviors
There are so many factors that make up the decisions that consumers make. Factors such as the...