Question

Choose an organization that markets to consumers (not one that you plan to use for your marketing plan assignment). Answer the following questions based on that organization.

    There are various factors influencing consumer behavior (see your textbook discussing characteristics affecting consumer’s behavior – cultural, social, personal, psychological…). Select two factors/characteristics and discuss how the target consumer’s behavior can be influenced by the same. Provide examples.

    Of the four types, what type of buying decision behavior would the target consumer that you described above, represent? Analyze.

Use quotes and sources for any source used (a minimum of two citations for all discussions). Please do not choose Apple.

Answer 1

Answer:

We choose an organization – Samsung Ltd that market to consumers. Samsung is the mobile cell phone manufacturer in the global market and have been well know for it product quality. It has captured the global market in the smart phone manufacturing category.

There are various factors influencing consumer behavior. We have selected below two factors that will have influences over the target consumer by the Samsung company are as below

• Personal Factors: personal factors are the factors that influence the consumers and consumer makes the buying decision based on their personal factors. The personal factors are significant factor and consumers are highly influenced with personal factor and before making any decision, this factor come into play and makes the decision accordingly. Samsung Company can focus to influence the personal factor of the consumer in the target market so that they get influenced and can make buying decision for the Samsung smart phone products.

Example- Samsung creates consumer awareness that their products are suitable at old age as well. This will make influences on old age people.

• Psychological factors: Psychological factors are also significant factors and making the significant influences on the consumers in the target market and make their choice for the buying decision for the cell phone. Samsung Company can focus to influence the psychological factor of the consumers in the target market so that they get influenced and can make buying decision for the Samsung smart phone products.

Example – Samsung can make advertisements that enhance the consumer psychology. This will help in influencing consumer psychology.

Out of the four types, the type of buying decision behavior the target consumer represents as Habitual buying behavior. Thus the consumers in the target region are showing the habitual buying behavior. Thus their decision for the buying is basically influenced by their habit.

This behavior is typically comes with experience and based on their experience and exposure; they got the habit to make buying decisions. Thus the consumers are influenced by their habits and making the buying decision.

References:

• Westbrook, R. A. (1980). Intrapersonal affective influences on consumer satisfaction with products. Journal of consumer research, 7(1), 49-54.
• Duhan, D. F., Johnson, S. D., Wilcox, J. B., & Harrell, G. D. (1997). Influences on consumer use of word-of-mouth recommendation sources. Journal of the academy of marketing science, 25(4), 283.
• Fitzsimons, G. J., Hutchinson, J. W., Williams, P., Alba, J. W., Chartrand, T. L., Huber, J., ... & Shiv, B. (2002). Non-conscious influences on consumer choice. Marketing Letters, 13(3), 269-279.