Consumer Behaviour
The report is a combination of the purchases made by the writer and the explanation of the theories behind the purchases. The report would analyze the consumer behavior of the writer. This would help in determining the type of consumer of the writer. The report would incorporate the theoretical basis for the type of the consumption of the writer. The report would also explain the social influence on the writer’s purchase decision. The consumer behavior journal would act as a source of information for the report.
Consumer Behaviour Theory
Personality is one of the major factors that affect consumer behavior. The personality of an individual is developed by the social and environmental influences. As such, the personality of one individual is different from the personality of other individuals. What, when and how an individual purchases is greatly influenced by the personality. Therefore, marketers strive to understand the personality traits and how they affect the consumer behavior.
Customers have different attitudes towards certain products. Understanding the positive or negative feelings and the behavioral tendencies of customers is critical to all marketers. However, the link between the attitudes and behavior of consumers does not always help in the development of effective marketing campaigns. The attitude of customers is a mixture of beliefs, and feelings that influence them when making a purchase. The attitude of an individual is the mental set that affects the individual’s perception on a certain product.
Contemporary organizations compete by ensuring that they provide satisfaction to consumers. In the service industry, organizations it is very difficult for a company to determine a standard rule that would help in satisfying customers. This is due to the fact that several factors influence customer’s decision in the service industry. In the consumer goods industry, organizations must strive to provide different goods that meet the daily needs of customers. In the consumer goods industry, there are various product lines. As such, consumers purchase products that meet their needs. Personality plays an important role in the products that a consumer desires. Therefore, it is vital for marketers to determine the personality traits of the target market segment. This would enable the marketers to formulate methods of delivering the products more effectively.
Consumer Behavior theory Influence on Personal Consumer Behavior
The writer’s personality had a great influence on the products that the writer purchased. The need for entertainment and to be fashionable is one of the major factors that influenced the writer’s purchase decision. Research has shown that personality trait is one of the major factors that influence the purchase decision of customers. Materialism, self-consciousness and openness to experience are the major personality traits that influenced the writer’s purchase decisions.
There are three examples of items taken from the journal that illustrate how the personality traits influenced the purchase decisions. On 20th November, the writer purchased Gucci clothing. Materialism and the need to be fashionable are the major factors that influenced the writer’s decision to make this purchase. On the other hand, on 22nd November, the writer purchased a text book. The text book was for a course that the writer was taking. Self-consciousness and the need for educational nourishment are the major factors that made the writer make this purchasing decision. On 24th November, the writer purchased an airline ticket. Openness to new experience is the major factor that influenced the writer to make this purchasing decision. Visiting the aunt would make the writer experience a new environment from the one that the writer is accustomed to.
Reflection on consumer Behavior
The information in the consumer behavior journal would help in determining the type of consumer of the writer. Price and quality are the major factors that determined the purchase decisions of the writer. Brand loyalty also influenced the writer’s purchase decision. For example, the writer purchases Gucci clothing due to the type of brand of the clothing. The writer also purchased sensodyne toothpaste due to brand loyalty. Price did not affect the purchase decision among the brands that the writer liked. Other people had a strong influence on the writer’s purchase decision. The writer’s sister determined the decision to make by an airline ticket on 24th November. The writer’s sister claimed that the airline offered cheaper tickets compared to other airlines in the market. After conducting an online search, the writer proved that the airline indeed offered airlines tickets at a lower price than other airlines in the market.
Social media and magazines had a great influence on the purchase decisions of the author. The writer bought perfume and jewelry after seeing ads of the products in magazines. The writer bought shoes on 25th November after seeing pictures of the shoes posted on social media. The above information shows that the people around the writer had a medium influence to the purchases that the writer made.
Conclusion
Personality trait is one of the major factors that determine the purchasing decisions of customers. This is due to the fact that it influences the positive or negative feelings of the consumer. The personality trait influences what, when, and how the author would purchase. Companies compete by striving to fulfill the needs of consumers. There is social influence on the purchase decisions made by consumer. The consumer behavior journal shows that there was medium social influence on the purchase decisions of the writer.
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