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Powerpoint

In: Business and Management

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Consumer Traits and Behaviors Paper
Dawn Chapmen, Cheri Ward, Rachelle Barrera, Hallie Richardson, & Jose Diaz
PSY / 322
July 22, 2013
Instructor: Lisa Siegal

Consumer Traits and Behaviors Paper In today’s competitive market, advertisers must look at all facets of consumerism. Consumer traits and behaviors can be analyzed to find out why people purchase products and select certain services; a marketer should research the psychological, social, personal, and also similar traits and behaviors that consumers share based on those social and psychological factors to find out what truly motivates the buyer. An organization will be and remain successful, by learning how to leverage the different factors that influence consumer purchasing behavior to effectively market their products and or services while maximizing their sales. The factors that seem to play the biggest role in consumer's buying behavior include social factors and psychological factors. The psychological factors that influence an individual's decision to make a purchase are further categorized into the individual's motivations, perceptions, learning and his beliefs and attitudes, or personality traits. The social factors that can have an influence include: personal influence, reference groups, family influence, social class, culture and subculture. While marketing products and services to certain individuals or groups, manufacturers need to determine the needs of the purchaser to reach their target group, which is where the psychological processes may come into play. Many psychological processes influence consumer’s buying behavior, in particular, mood, personality, and perception. Factors such as a person’s mood can either encourage or discourage a consumer from purchasing a product. Research has shown people in a good mood will purchase items even when priced higher. Research also shows a…...

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