Consumer behavior - Assignment Example

Topic Consumer Behaviour Consumer behaviour determines how products and services are selected, used and disposed by individuals and organizations. This behaviour can be influenced through trends that are publicized through sharing sites on social media. Consumer behavioural patterns can also be influenced through consumer addiction which is the constant use of specific product by consumers. Sometimes, change in consumer behaviour can result to ant consumption, compulsive consumption and consumer addiction.

This behaviour is also triggered through advertising that has a great impact on consumer decisions.Perspectives of economics of information emphasize on the importance of advertising as means of product disposal. Advertising changes perception either positively or negatively. Those that bring out a negative perception are often worked on through corrective advertising. Companies are able to acquire market access through advertising although factors such as culture jamming and counterfeiting have been a hindrance to the advertising success of many companies.

Advertising further contributes to quality assurance which is guaranteed through total quality management. In recent times advertising has improved through increased media literacy. Though advertising increases sales, consumers still need to be protected (CIEM, 1).Legislation relating to consumers in America focuses on factors such as consumer protection from fraud and deception among other things. Other laws address the need of business ethics and control conscientious consumerism. An example of American legislation that relates to consumers is the need for corporates to carry out corporate social responsibility (CSR) as a way of giving back to the community.

Another example is protection of consumers against false advertising and exploitation.Social marketing is the process through which distinct set of activities are used to influence and maintain people’s behaviour. The consequential behaviour aimed at benefiting the general community is supposed to be sustainable. This approach depends on transformative consumer research (TCR) for its effectiveness and is applicable in different social areas such as health and commerce. People for the Ethical Treatment of Animals (PETA), is an example in America that has used this approach.

They discourage people from purchasing products made out of natural fur through public campaigns with the aim of protecting animals.A poll was conducted among ten drivers of different ages. The poll sought to determine whether respondents would participate in programs such as Progressive’s Trip Sense programs, with the benefit of receiving a discount on their insurance premiums. Seven respondents out of ten said they would not participate in the programs because being followed around would compromise their privacy as well as their constitutional rights.

Two respondents were paranoid about security and felt that being monitored would compromise rather than guarantee security. Three respondents thought it was an exploitative marketing strategy that largely benefited the companies rather the participants. The three responds who indicated they would be willing to participate in such programs were merely motivated by the discounts they would receive on their insurance premium. Two respondents though said that the program would help curb aggressive driving and social behaviour eventually benefiting the society at large.

According to them, those who reject such programs had things to hide. These pros and cons are worth consideration.Works CitedCalcutta Institute of Engineering and Management (CIEM). Importance of Advertising. India, 2015. Retrieved from http://ciemcal.org.