Consumer Behavior and Consumer Psychology - Coursework Example

Consumer Behavior and Consumer Psychology Introduction s have varieties’ of choices to make when it comes to purchasing products. When given the opportunity they can sample the quantity quality and the taste that suits them. However, hindrance can be erected to separate them from accessing the products directly. Hoarding can also make the products more attractive. For instance, when a customer has been consuming the product for a certain period and suddenly it disappears, re-emergence of the product at another time will make the consumer perceive it like new in the market (McGuire, 1976). Alternatively, there are many products in the market today, which are produced by different companies. Moreover, there are companies that produce almost similar products, or others produce products in the same line of business. However, consumers will prefer particular products to others, owing to their own reasons. This is what has made investigators find the issue of consumer behavior interesting, which explains why there are many studies on the topic (Solomon, 2007). In addition, human psychology plays an important role by influencing the perception, and motivation of people into purchasing particular products. Literature on the subject shows that there are psychological and behavioral aspects, which influence consumers into preferring particular products to others. Consumer Behavior Consumer behavior is the evaluation of the procedure involved when an individual or group decides to buy and use commodities and services to satisfy their desires. It entails the use and disposal of the commodity and including the motivation behind the purchase of commodities. It is important to know the information in the consumer decision making and the benefits of attitude. In addition, it is crucial to know the purchasing decision for a new commodity, concentrate on the organization effort to root information from consumers, and explain why they act in a certain way. In an evaluation done by Solomon (2007), he suggests the importance of the commodity to the customer and their final decision. It is important to the consumer financial stability. In their desire to satisfy, their needs culture can also be a determining factor. It can influence the customer habit in ways like family friends. The fact is that the culture can affect the consumer’s desires in the society. Friends can influence the consumer’s decision. Age, occupation, and lifestyle can also influence consumer decision (Kilter & Armstrong, 2008). Consumer Psychology Consumer psychology is the study of channels that an individual, group or firm employ when purchasing a product. The methods that a consumer deploy when opting for a product and services can be of great value. Consumers do have different needs at a given time. Motive is important in consumer psychology; it is a subconscious pull, which even the buyer, cannot understand its origin. It seeks to satisfy the desire to have a commodity. When advertising and selling, it is important to try to understand the brain of the consumer. In this regard, the company should understand how their method of advertising could influence the interpretation of their sales and advertising strategy (Solomon, 2007). Consumers need incoming information into an existing mind-set. Perception influence how different consumers view products of the same stimulus, depending on the attention distortion and retention. Consumers tend to remember the better point about a product they prefer. Perception is bold to the extent of internal stimulus that demands for action. When buyers want a product, they respond to environment, which determine when where and how the perception responds. In addition, belief can influence the consumers toward certain products; they are values like knowledge, opinion, and faith, which buyers have. Consequently, attitude determines how consumers are willing to purchase certain products. It is the feeling toward an object or idea; attitude places a buyer into a field of either liking or disliking the product (McGuire, 1976). Differences Research has shown that there are insignificant differences between consumer behavior and consumer psychology, but on a keen note, there are a few differences. In consumer behavior, consumers are influenced by cultural factors. Cultural factors instill certain behaviors in consumers, which can hinder a consumer from purchasing a certain product (Purwanto, 2013). On the other hand, consumer psychology can be influenced by motivation. For instance when consumers buy products they are influenced by subconscious motives, which consumers fail to understand. Therefore, it is important to note that motivation can overcome cultural factors. In consumer behavior, social factors such as income education and wealth can influence consumers from purchasing products. For instance, education can influence a consumer from buying certain products as opposed to consumer psychology where buyers are influenced by perception. The consumer has different attitude and, hence, a selective attention (Wicklund & Clee, 1980). In consumer psychology, a consumer can be influenced by belief. For instance, attitude will put consumer into a field of liking or disliking particular products. There are times in life, for example, age and life cycle influence consumer behavior (Sirgy & Chenting, 2000). These can either influence the psychological or behavioral view of products, for example, the life change cycle in human can result into favoring some commodities than others. However, although this is the case, through education, particularly consumer psychology education can make a consumer prefer certain products depending on the knowledge they acquire. In consumer psychology, attitude determines how consumers are willing to purchase certain products. In consumer behavior, financial stability of consumer influence buyer in their desire to satisfy their want. Moreover, research shows that psychological aspects are essential in buying behaviors because they induce the consumer behaviors towards particular products (Sirgy & Chenting, 2000). Advertising Case Study Coca-Cola Product, Coca-Cola soda is among the many products advertised on the television regularly. Similar to other beverage products, the soda has its own unique appearance. This is in terms of the packaging bottle, the shape of the bottle, the color of the bottles the name on the bottle and the product inside the bottle. When the product is visually advertised, there is substantial information, which the consumers retain concerning the product. Notably, there are several aspects of the product, mentioned above, which can influence the consumer’s buying and psychological view in relation to preferring the product to others. For example, the bottle has an unusual shape, which can influence the consumers’ differently. The coke soda, for example, when in the bottle appears to be darkish in color, and this can influence consumers differently. In addition, the brand name on the bottle appears attractive, which can influence the consumers. Therefore, coca-cola is a typical product, which can influence buying and psychological aspects of the consumer into either purchasing the product or not (Mohiuddin, 2012). Advertising, Consumer and Psychological Perspective Advertising is a strategic practice in the marketing of products in the modern society. It moulds the faith of the society and individuals, which in turn affects consumer behavior. Customers are the guarantee of an organization, but it is hard to maintain and convince them to prefer particular products to others. Therefore, the advertiser should try to understand the customer’s desires in order to attract and retain them. They should come clearly with their intention to create a lasting image in the customer’s mind. For example, the coca-cola bottle has its own unique shape, color, and size. An advertiser should consider the psychological effect it will have on their customers (McGuire, 1976). On the other hand, they consider the cost of advertisement and the impact that it will be having to the customers because before the customers acquire the commodity, they have to get through the cycles of the impact the advertising created. The main objective of advertising for a certain commodity or service is for the customer to distinguish the commodity among varieties. A number of aspects determine advertising information. However, amid the aspects, the psychological impact has the most influence. Research suggests that the visual advertisement is the best method for disseminating information to the consumers for subsequent influence to purchase a commodity (Purwanto, 2013).Therefore, the advertisement of products should target the behavioral and psychological influence of the consumer, which will make the consumer purchase the product. On one hand, children often are attracted to colors. When they see the coca-cola products, which come in a variety of colors they will be attracted to consume. On the other hand, coca-cola products are refreshing. Therefore, a particular consumer may have this psychological motivation, or perception into consuming the product (Sheth, Newman & Gross, 1991). This means that the coca-cola product has both behavioral and psychological influences on their consumers. Conclusion Consumer behavior and consumer psychology are important factors, which companies should consider when producing products. Research has shown that there are psychological aspects that may induce behavioral aspects, which can significantly influence consumers into purchasing particular products. In the case of advertising, companies should consider these two aspects, and create features on their products, which can last for a long time in the minds of consumers. As shown, in the case of coca-cola, perception and motivation are key psychological aspects that influence consumers into consuming coca-cola products. Alternatively, behavioral factors can contribute into purchasing the product. For example, children like colors, and when they see something colorful, they develop a behavior into wanting to consume the product. Bibliography Purwanto, A. G 2013 “Analysis of consumer Behavior Affecting Consumer Willingness to Buy in 7-Eleven Convenience Store, Universal Journal of Management, Vol.1, No.2, pp.69-75 McGuire, J .W 1976 “Some Internal Psychological Factors Influencing Consumer Choice. Journal of Consumer Research, Vol.2, No.4, pp. 302-319. Gilbert, D.C. 1991, An Examination of the Consumer Behavior Process Related to Tourism. In Progress in Tourism Recreation and Hospitality Management edited by C.P. Cooper. London: Belhaven, pp.78-105 Howard, J. A. & Sheth, J. N. 1969, The theory of buyer behavior. New York, Wiley. Kotler, P., & Amstrong, G 2008, Principle of Marketing 12th edition, New Jersey, Prentice Hall. Solomon, M. R. 2007, Consumer behavior: Buying, having and being (7th ed.). Upper Saddle River, NJ, Prentice Hall. Mohiuddin, M. G 2012, The role of brand in consumer behavior, Journal Impact Factor, Vol.3, No.2, pp. 411-424. Sheth, J. & Newman, B. L., & Gross, B. L 1991 “Why We Buy What We Buy a Theory of Consumer Behavior, Journal of Business Research, Vol.22, pp.159-170, Sirgy, M. J., & Chenting, S 2000 “The Ethics of Consumer sovereignty in an Age of High Tech,” Journal of Business Ethics, Vol.28, pp. 1-14. Wicklund, A. R. & Clee, A. M 1980 “Consumer Behaviour and Psychological Reactance,” Journal of Consumer Research, Vol.6, No.4, pp.389-405. Read More