Consumer Behavior Influences Consumer Needs

Question: Discuss about the Case Study for Consumer Behavior of Influences Consumer Needs. Answer: Consumer Behavior Consumer behavior is the study of the organizations, groups and individuals and the processes that they use to use, secure, select and dispose of products, ideas, experiences and services for satisfying their needs and the impact of these processes on the society and consumer. It is a blend of the elements from economics, marketing, social anthropology, sociology and physiology (Solomon 2014). The different theoretical approaches that have been adopted for drawing on the different psychological traditions and decision making can be classified into five emerging and major approaches. These includes humanistic, cognitive, behaviorist, psychodynamic and economic man. The five personality dimensions are neuroticism, agreeableness, extroversion, conscientiousness and openness to experience that can be attributed to the personality traits (Hanna, Wozniak and Hanna 2013). This assignment will analyze my behavior by the construction of my description as a consumer in association with the con sumer behavior theories. My behavior as a consumer is influenced greatly by the factors like perception, learning and motivation. These are the personal or internal factors. The social or external factors include cultural values, family roles and social norms. Environment and trends influence the external factors to a great deal (Kardes, Cronley and Cline 2014). We choose products according to our personality that expresses our behavior, intentions, emotions and thoughts. I needed a cellular phone and when I reached the market, I was confused between the two products each of Apple and Blackberry. Although I prefer Apple over any other brand because of its singularity, boldness, creativity and innovation, I was tempted to buy a Blackberry this time due to its attractive looks, affordable price and user-friendly features. I faced an approach-approach conflict where I had to choose between two desirable alternatives. After a thorough understanding of my needs, I chose to buy the Blackberry product as it satisfi ed my utilitarian and hedonic needs following my motivational direction. My choice also reflected my innovativeness as I went forward to try a new thing that I have not tried before. The lifestyle of a consumer includes his opinions, values, interests and activities. The purchasing decision and behavior are influenced by the lifestyle of a consumer (Mullen and Johnson 2013). I went to Woolworths supermarket for some grocery and selected organic products as I prefer to live a balanced and healthy lifestyle. According to the online VALS survey, I am an achiever and I possess achievement motivation. I am a goal oriented person, hardworking and peer-conscious. To maintain my achiever trait, I have to maintain a lifestyle that supports my achievement motivation. Therefore, I selected organic products from the grocery like black beans and brown rice syrup for maintaining a healthy and balanced lifestyle. I am allocentric and I like to avoid unhealthy foods. Culture plays a crucial role in understanding the behaviors and needs of an individual. An individual is taught from his society, cultural environment, friends and family the common behaviors, preferences and values regarding his culture throughout his life. Therefore, it is important for the brands to take into account the cultural factors that are inherent to the global markets for their product to adapt accordingly with the expectations, behavior, habits and perception of the consumers (Lantos 2015). I have a friend John who belongs to the UK and it is common in his culture to invite friends and colleagues at home for dinner or a drink. It is common in the Australian culture as well and therefore, we share a similar culture of inviting friends at home and spend time together. However, my friend Yuki is from Japan and in his culture, it is not common to invite friends at home and these outings are done with colleagues and friends in a restaurant. My friend Aahil is from Iran and ac cording to his culture, alcoholic beverages are strictly prohibited. Therefore, whenever we plan a meet for the colleagues whether it is at Johns place or with Yuki at the restaurant, we prefer the fast food chains like McDonalds and KFC as they do not serve alcoholic beverages and are compatible with almost every culture. Brand equity plays an important role with these cultural factors in consideration and the brand like McDonalds and KFC is very much adaptable to almost every culture in the world. Family holds the most influencing factor for the consumption qualities of an individual. It lays down an environment for socialization that helps him to acquire values, shape the personality and evolve. This also has an impact on his brand perception, consumer habits and the purchase of products. Family habits and perceptions exert a strong influence on the consumer behavior of buying and the consumers tend to maintain the same behavior that is acquired with the families (Griskevicius and Kenrick 2013). My parents used to say in my childhood that Coke contains sugar and so it is not good for my teeth and health. I should refrain from drinking Coke. As a child, this behavior developed in me and now I do not buy the regular Coke. Being a health conscious individual, I prefer to have Diet Coke or Coca Cola Zero over other beverages. From this perspective, it can be stated that the Freudian system of pleasure principle comes to force where my family shaped my behavior where my primary de sire is to maximize pleasure by avoiding the pain. The variants of Coke that I choose for my delight refreshes me without adding up the extra calories and contribute to my fitness. The study of the consumer behavior is largely motivated by the psychology of how the consumers reason, feel select and think between the different and available alternatives. The organizations and firms also take into consideration how the consumer gets influenced by the surrounding environment (Zeugner-Roth, Zabkar and Diamantopoulos 2015). Limitations in the information and knowledge of the consumers influence the marketing outcome and decisions. Therefore, the markets are in a constant process of improving their marketing strategies and marketing campaigns for effectively reaching the consumers. Decision strategies and consumer motivation differ between the various products and differ in their level of interest and importance that entails for the consumers (Hawking 2016). My decision making regarding consumption behavior is modified by the external and internal factors that are based on the principles and traits of needs and motivation. References Griskevicius, V. and Kenrick, D.T., 2013. Fundamental motives: How evolutionary needs influence consumer behavior.Journal of Consumer Psychology,23(3), pp.372-386. Hanna, N., Wozniak, R. and Hanna, M., 2013.Consumer behavior: An applied approach. Kendall Hunt Publishing Company. Hawking, S., 2016. Consumer Theories and Models.Consumer Economics: Issues and Behaviors, p.81. Kardes, F., Cronley, M. and Cline, T., 2014.Consumer behavior. Cengage Learning. Lantos, G.P., 2015.Consumer behavior in action: Real-life applications for marketing managers. Routledge. Mullen, B. and Johnson, C., 2013.The psychology of consumer behavior. Psychology Press. Solomon, M.R., 2014.Consumer behavior: Buying, having, and being. Engelwood Cliffs, NJ: prentice Hall. Zeugner-Roth, K.P., Zabkar, V. and Diamantopoulos, A., 2015. Consumer ethnocentrism, national identity, and consumer cosmopolitanism as drivers of consumer behavior: a social identity theory perspective.Journal of International Marketing,23(2), pp.25-54.