A Report On Consumer Behavior

1946 WordsNov 10, 20148 Pages
Introduction Consumers around the world vary tremendously in age, income, education level and tastes. Consumer behavior is the study of individuals, groups of consumers and the process they use to choose and purchases products. Marketer’s can learn the actual consumer purchases to find out what they buy, where they buy, how they buy and how much they buy. This report is focusing on a man that his car was too old and dilapidated and is considering to buy a new car to replace it. The man who was 40s, middle-class income and married with two children, he lives in United Kingdom with his family, worked as a businessman in London. He needs the car for business and family leisure uses. Heprefers Euro’s car to Japan’s car and prefers Sport Utility Vehicle type with Four Wheel drive car. This man is looking forward to a car-combined function, reliably, price, safety, and emission level and fuel economy. This report will identity and discussthe characteristics that affect consumer behavior, the types of consumer buying decisions and the components of the decision-making process. It will provide the recommendations at the end. The Characteristics that Affect Consumer Behavior Consumer purchases affected by social, cultural, personal and psychological characteristics. Social Factors Social factor includes the small groups of consumers, family, social roles and status. As the men’s old car is dilapidated, he needs to buy a new one to replace the old one. With such a pressing need for
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