Consumer Behavior of an International Chinese Student Essay

1236 Words5 Pages
Introduction

Consumer behaviour is defined as the behaviour that consumers undertake in seeking, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their personal needs (Nayeem 2012). Different consumer may have different choices in purchase that is dependent on various influences. High involvement purchase sets the best example of engaging in consumer behaviour in various aspects as complex buying behaviour occurs when the consumer is highly involved with the purchase and when there are significant differences between brands. This behaviour can be associated with the purchase of a something significant in value and meaning to consumer which could be risky (Tanner 2012). High
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However, Wei is limited by a budget of $200-$250 for the purchase. Therefore, the purpose of purchase is to select appropriate yet economical gifts for his family for the occasion. Lanolin cream is a reasonable choice for Wei upon consideration because of the reasonable price and the product awareness among his family members. There are two relevant situational influences in this purchase situation. Situational influences is all those factors that impact customer’s decision beside the condition of products self and pertains to time and location (Quester, etc, 2013, p.38). Those two relevant dimensions under situational influences in this situation are temporal perspectives and task definition.

The temporal perspectives refer to the specific time during purchase for customer. In this instance, the gifts are for Chinese New Year occasion. Therefore the purchase is specific to the festival season. Furthermore, Wei has ample time to consider and make the purchase as he has able to survey during the long weekend holiday for the gifts just before Chinese New Year. Task definition is the reason for customer purchase of products, and includes customer’s requirements for the products. Wei`s reason is to represent his wishes to his family for Chinese New Year. The requirements of Wei for the gifts are that it is Australian made product, could be conveniently purchased and suitable for his entire family members and thus chooses
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