Consumer Traits and behaviors

According to Consumer Behavior, “Motivation refers to the processes that lead people to behave as they do. It occurs when a need is aroused that the consumer wishes to satisfy,” (Solomon, 2013). Inherently, consumers do not make any purchase decisions without first having a motivation. A consumers’ motivation causes an internal tension that drives the consumer to reduce or completely eliminate it. (Solomon, 2013). Marketers often associate consumers’ motivations with their underlying wants and needs. I chose motivation because without having an initial motivation consumers’ would not make purchases and there would not be a field of consumer behavior.

Advertising and Societies: Global Issues. New York, NY: Peter Land, Inc., 2003. Rpt. In Advertising. Ed. Laura K. Egendorf. San Diego: Greenhaven Press, 2006. Opposing Viewpoints. Opposing Viewpoints in Context. Web 30 July 2015

In this section, I will break down the common consumer in attempt to understand what sways him/her into purchasing certain goods—especially those that “they do not need” In addition, I will discuss how consumers determine a certain product to be “worth it”

Competition in the business world is fierce and in order to survive companies must expand. “With the increasing globalization of markets, companies find they are unavoidably enmeshed with foreign customers, competitors, and suppliers, even within their own borders,” (Cateora-Graham, 2007). One way in which many companies have done this is by going global. International marketing, although more prominent than ever before, is still a difficult arena for marketers to master. Although religion and culture are not immediately brought to mind when business is brought up, marketing is one aspect of business that is highly sensitive to culture. Not only culture, but also politics, the economy and the law effect marketing strategies. This paper

Some scholars view culture as fragile and if influenced by western marketing principles can compromise the integrity and uniqueness of non-western cultures. The fragility of non-western cultures is compounded with the lack of technology to preserve and document the nuances of their cultures. Global marketing is viewed as the compromising factor of many cultures untouched by western culture experience ethics dilemmas in the administration of marketing. Is cultural

How do you reach prospective buyers when trying to attract them to a new product or service? Convince them that it is useful, rare, and exclusive, makes life easier or more convenience—that they need whatever product or service you are selling. Sounds easy enough, but it is not—so much so that people devote careers and lifetimes to studying consumer behavior, psychology, and reactions. Assembling potential consumers into smaller groups—segments—allows companies to perceive and address the needs of different categories of consumers and predict how

A company may have identified its target market, but selling its product may entail identifying even smaller, better defined target groups.

To determine what products to produce companies must first understand why consumers buy the items they buy, or determine their interest and necessities, this understanding is gained from analyzing consumer behavior. Consumer behavior is defined as the process by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants (2017). To understand how to target their market consumers Nighthawk Motor’s needs to analyze the factors associated with consumer behavior. Research services describe five important consumer behavior factors as; marketing campaigns, economic conditions, personal preferences, group influence, and purchasing power (N.D.).

Blackwell et al. (2001) define consumer behaviour as ‘the activities people undertake when obtaining, consuming and disposing of products and services (cited in Blythe, 2013:5). In relation to how consumers obtain and consume products, the aim of the scoping paper is to illustrate my own buying behaviour of being a conscious consumer. The purpose of the paper is to critically examine specific theories which relate to my identity and, therefore, why I make specific purchases.

why do consumers make the choices they do? Their state of mind, lifestyle and purchasing patterns.

McCort, D. J., & Malhorta, N. K. (1993). Culture and consumer behaviour: Toward and understanding of cross-culture consumer behaviour in international marketing, Journal of International Consumer Marketing, 6, 91-127.

Consumer Behavior can be described in many ways. How does one describe it and just what affect does it have potentially on a community? One can imagine the positive or adverse effects it may have personally or with consumers, however, marketers know that value is the key in order to reach consumers. Our textbook provided the following focus; it states; “This chapter focuses on precisely how the value a consumer obtains from a purchase or consumption act varies based on the context in which the act takes place. Situational influences are the team that captures these contextual effects…” (Babin/Harris, Page 227)

This situation is reflected in the theory of reasoned action by Fishbein and Ajzen (1975). The theory highlights the importance of complying with social norms in determining the individual’s behavioural intentions. In fact in some occasions, the simple presence of others can influence behaviour. As Zajonc (1965) suggests, the mere presence of others may amplify the inner behavioural disposition of an individual, and use other people’s behaviour to justify and release their inhibition about buying.

Consumer behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society

To be an effective marketer, one must acknowledge that cultures may vary drastically around the world, and that marketing strategies must be adjusted accordingly. Hofstede’s framework of cultural dimensions helps us understand international values and beliefs by analyzing power distance, individualism, masculinity, uncertainty avoidance, long term orientation, and indulgence. The company that I have chosen to analyze is Nivea and its commercials regarding their body lotions targeted to women in the United Kingdom and India. A comparative analysis between these two commercials reveal the cultural differences and marketing strategies that Nivea adopted to sell its products in these two different markets.