Consumer Behaviour Assignment Essay

1893 Words May 10th, 2011 8 Pages
Introduction

Consumer is the ultimate user of a product or service. The overall consumer market consists of all buyers of goods and services. They are faced with many decisions each day on deciding what product/brand should they use also where and how to get them. By learning consumer behavior, we understand that it involves the activities of people when obtaining, consuming and disposing products and services. Marketers strive to understand this behavior so they can better formulate appropriate marketing stimuli that will result in increased sales and brand loyalty. Culture plays a large role in determining what products will be successful in a market. Culture itself refers to a set of values, ideas, artifacts and other
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They buy certain product or brand in order to be recognized and accepted in certain group. This is referred to value-expressive influence. Friends also act as the informational influence as they exchange thoughts when facing difficulty assessing products or brand on their own.

❖ Word of Mouth More than nine in 10 women (95%) are influenced by-word-of-mouth when making purchase decisions. As we observed through the group, they are making purchases based on what their relatives suggest them. For example, one of the group member feels satisfied buying dresses in shop “A”, then she will recommend that shop to the others.

3. How Often They Consume Their Product? Consuming products like clothes is an everyday needs to all human. Based on the observation of Chinese Manado group, their behavior on consuming products such as clothes depend on what events they are attending. For campus life, they’ll go for casual-wear yet fashionable. Their consumption on weekends differs from what they wear on weekdays. Formal clothes are chosen to dress-up on weekends.

4. Purchasing Behavior In purchasing behavior, Chinese Manado has their own habit. Usually they are buying the product that they have already bought before which is also known as repeat purchase (most purchase is repeated over time). For example, based on our observation on Chinese Manado behavior in buying clothes such

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