CONSUMER BEHAVIOR

Consumer Behavior

Table of Contents

Introduction2

Discussion2

Attitudes and persuasion:3

Decision making:3

Personality and psychographics:4

The Self:5

Perception:6

Learning and memory:6

Motivation and global values:7

Conclusion7

References8

Consumer Behavior

Introduction

The study of the way an individual buys, the service or the product that he / she buys, the time at which the product of the service is bought, and the reasons behind buying the product or the service is known as consumer behavior. Consumer behavior mixes together the constituents from economics, anthropology, socio-psychology, sociology and psychology, and tries to comprehend the decision making processes of the buyers, both in groups and as individuals. Consumer behavior studies the individual consumer's characteristics like behavioral variables, demographics and psychographics within efforts for comprehending the wants of people, and even efforts to evaluate powers of the consumers from groups like the society in general, reference groups, friends, and family. This paper is describes a number of factors such as attitudes and persuasion, decision making, personality and psychographics, the Self, perception, learning and memory, motivation and global values from the perspective of an auto sales employee who was interviewed for the purpose of this paper.

Discussion

For the purpose of this paper an auto sales employee Mr./Ms. [Insert Employee Name] of the company [Insert Company Name] was interviewed for assessing the overall consumer behavior of the people with which the sales employee had interacted during his/her service period. The below mentioned captions were the major aspects that were inquired about during the interview.

Attitudes and persuasion:

When asked about the attitudes and perception of the people that came for purchasing automobiles and with which Mr./Ms. [Insert Employee Name] interacted during his/her tenure as an auto sales employee, he/she responded that the attitude of the consumers that came to purchase automobiles was their global evaluation of the automobiles and had three dimensions, which were the impact, intensity (little exciting, very exciting), and direction (unpleasant, pleasant). For instance, the attitudes of the consumers towards specific automobile manufacturers such as BMW, Mercedes, etc. was considerably positive as the automobiles manufactured by these companies had significant impact on the minds of the consumers, which made them very excited about purchasing these brands and were quite pleasant about these companies. However, the persuasion of the consumers regarding different automobiles was different as every automobile has its unique features, market value, etc. Mainly the persuasion of the consumers was based on the public opinion, manufacturing company, resale value, looks, comfort, mileage and recently the environmental friendliness of the vehicle. For example, as cars are durable, their life cycle depends on the attitudes and perceptions of consumers. Many variables influence the attitudes and perception such as frequency of use, the marketing of new models, etc. The replacement of the vehicle depends on the personality of each consumer. Some will use the automobile until the product does not work anymore, and others will change with new model.

Decision making:

When inquired regarding the decision making of the people that came for purchasing automobiles and with which Mr./Ms. [Insert Employee Name] interacted during his/her tenure as an auto sales employee, he/she responded that a ...