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Simplified Model of Consumer Behaivor - Essay Example

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(Add (Add (Add Class Information) (Add Date) Simplified Model of Consumer Behavior A simplified consumer behavior model comprises of three major phases namely input, process, and output. The process of purchase may be initiated by external factors such as firms’ marketing strategies and socio-cultural influences…
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Simplified Model of Consumer Behaivor
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Download file to see previous pages Under the decision making stage, the consumer behavior may be significantly influenced by a range of psychological factors including motivation, perception, learning, beliefs and attitudes. Those factors play a central role in the process of need recognition. Once a consumer identifies his actual needs, he will begin pre-purchase research so as to gather maximum information about available products in the required category. In addition, he may search for alternatives. In the output phase, the consumer makes a trial purchase and may or may not repeat the purchase based on the post trail purchase evaluation. Recently I purchased a Nokia N8 mobile phone. Certainly, a number of socio-cultural factors and Nokia’s promotional practices have influenced me to take this purchase decision. Firstly, I came to notice a Facebook post depicting extensive features of this cell phone. While I went through the post in detail, I could realize that most of the product features were really useful to my everyday life. When I researched further, most of the online mobile phone review forums strongly recommended me to order for a Nokia N8. In addition, reputed social status that I would obtain from purchasing this costly model also persuaded me to go on with the purchase decision. ...
My attitudes and beliefs toward the Nokia brand greatly influenced me to make this purchase decision. Since Nokia is world’s leading mobile manufacturer, I strongly believed that they had adequate expertise and experience to deliver high quality products. Moreover, I thought that Nokia N8 with 12 mega pixel camera would assist me to put off my plan for digital camera purchase. Trade Dress “Trade dress refers to total image or overall impression created by product’s configuration or packaging, interior and exterior decor, architecture and other promotional materials” (Finnegan, Henderson, Farabow, Garrett and Dunner). In the United States, a product’s trade dress is considered as a form of intellectual property and hence it is legally protected by the Lanham Act. In the country, registrable trade dress elements may include features like “size, shape, color, texture, graphics, and packaging” (Finnegan, et al). Evidently, the size, shape, and color of a product are major factors that distinguishes the particular product from other similarly products. A product’s texture indicates the font, style, and other characteristics of writing that are used to label name and other details of the product on its cover. The element of graphics plays a notable role in creating the product’s visual appearance and thereby attracting consumer attention. In addition, packaging also contributes to a product’s external look even though the primary intention of this feature is to protect the product from damages. Coca Cola’s 3-dimensional Coke product has a valuable trade dress. The shape and color of this 3-dimensional Coke product ...Download file to see next pagesRead More
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