Investigation on the Impacts of Personality on Consumer Decision-making Process Essay

Dr. Lars Perner, Assistant Professor of Clinical Marketing from the University of gray California, provides that consumer appearance is formally defined as the study of activities of either an mortal or group of individuals who be in the process of purchasing products or services, as well as the effect of this course of action non only on individual consumers unless on the general do important (Perner, 2008, paginate 2). In other words, consumer behavior is marketings psychological approach in understanding purchasing transactions.It may be blowzy to make an impression on how consumers think by equitable aspect at them physically, but mere observation is non enough. Often, many thriving businesses have to undergo intensive studies and series of financial failures before in the long run learning how to sell their products or services and piddle profits. According to Dr. Perner, consumer behavior can result to four benefits in these four beas, namely marketing sche me, public policy, social marketing, and in creating better consumers (Perner, 2008, foliate 3).Marketing strategy is an approach toward successful merchandising by being at the in estimable order place at the right time. nonpareil compositors case is by step up beverage advertisements during summer when the weather is usually hot and ace would hightail it to crave for close tothing to cool himself off. This is alike evident when it comes to fashion where malls perform a variety of impressive window dressing every season in order to lure passing potential clients. Public policy is the comp superstarnt which encourages consumer safety by cautioning them to think things over before purchasing a product. integrity common example is the line Cigarette smoking is tremendous to your health. which is seen in every cigarette advertisement. Social marketing on the other hand, is more concerned with getting important messages across rather than selling (Perner, 2008, page 3). Exam ple is controlling population growth by promoting condoms and contraceptives as response especially to premarital sex which remains as angiotensin-converting enzyme of societys issues purge up to present. Last but non the least, consumer behavior can lead us to becoming better consumers. maven simple demonstration is when bribeing beauty or skin products.Often, atomic number 53 would think that any product would be good for him or her scantily because it has become popular through television promotions. A wise customer must(prenominal) take into turn overation several factors like allergies to certain ingredients. taking this into mind, customers will not need to undergo unnecessary spending by purchasing big-ticket(prenominal) products that do not suit ones body chemistry and instead by cheaper but milder products for skin maintenance. fetching these four factors into mind will lead to an important goal which is good investment on the part of both buyers and sellers.The Black Box form This model of consumer behavior is a tool which, if compared to a movie, has two main characters the customer and his or her incentive. And like any other movie, it has an ending which is whether to buy or not. Putting the oversimplification aside, however, this model analyzes certain stages. First, is identifying what is likely to incite a consumer in terms of the marketing environment by do a research deep down the consumer environment. One important quality that a business must al counsellings possess is innovation.An example of this is the creation of century Zero by the Coca-Cola Company. This is in response to a greater enactment of health-conscious customers nowadays, who have become more aware of the dis improvements of taking in extended amounts of sugar which is incidentally an ingredient of their traditional product. The new product guarantees a no sugar, less calorie beverage, however, still retaining the akin taste of the older Coke. Price is al so a consideration in understanding a customers needs. thither are commonwealth who do not mind sacrificing the quality of a product as long as they can get it for bargained prices.On the other hand, there are some who find confidence in and would not mind paying for expensive pocked products, especially when that product has a distinctive appeal that would curing a person apart from the common crowd, or if that particular brand has proven great guaranteed performance like for example, a whitening soap. by from the marketing environment, cultural difference is another(prenominal)(prenominal) crucial factor in analyzing the consumer behavior. Ignorance of other countries cultures may frequently result to awkward and humiliating results if one is not mindful if it.One example is the difference in clothes appearance between Western and Muslim Women, wherein the latter has been accustomed to wear the conservativist, long, black fabrics that covers head to foot and exposing only t he eyes, as compared to the more turn short and neck-plunging outfits being tolerated by the former group. Another example is how Muslims obedience dogs as dirty animals, but others, if not most countries, consider them as mans best friend, thus the noted expression (Perner, 2008, page 31).Marketers must always take extra caution with culture issues and therefore, must take into consideration some of its important characteristics like being comprehensive. One example is how Japanese businessmen often do the customary scrunch during business dealings. This is not common especially in Western cultures, but somehow American businessmen have learned to perform this as well with Japanese clients in order to show goodwill and respect. This shows another feature of culture which is learned. Another fact about culture is that it exists within boundaries of acceptable behavior (Perner, 2008, page 30).For example, going to mass requires wearing conservative outfit instead of the informal sleeveless or shorts that would often be distractive and not fit for the religious occasion. Also, many people are not aware of other countrys cultural standards. There was one instance during World War II when an American shop was captured by Germans because of how he used his knife and fork while eating. Lastly, cultures are also subject to change however it would depend on how undecided the citizens of a certain country are. Another thing that must be taken into consideration when talking about culture is stereotyping.When overlooked, this issue may come as offensive. One example is the 9/11 shelling of the World Trade Center towers which would forever remind the world of the abrasiveness of terrorists. Unfortunately, this resulted to the unfair discrimination of some Muslim individuals as sharing the same terrorist values, although not all Muslims are really in favor of violence. One issue that has something to do with culture is the self-reference criterion. This is the act of using the standards of ones own culture in order to evaluate the culture of another country.One example is how Americans recognize other cultures as backwards just because they refuse to embrace the benefits if advance technology and preserve their customary way of living. In the 1960s, there was in fact an American psychologist who expressed annoyance over Indias way of venerating cows and allowing them to roam the streets freely despite the nation being in the middle of food shortage. The psychologist even quoted the word sick as the people of India refuse to take advantage of the fact that cows are excellent food source of snapper and milk.Another related concern is also ethnocentrism which is the ones disceptation to regards his own culture as more superior that that of the other (Perner, 2008, page 32). In order to sell effectively, the market must always consider that human beings are social beings, meaning they often influence one another (Perner, 2008, page 49). That is why there is what we call the reference group, which is the part of crowd that a certain individual would postulate to compare herself to when it comes to looks or lifestyle (Perner, 2008, page 49).Reference groups have at least triplet kinds aspirational, associative and dissociative. Aspirational reference group are usually made up of celebrities or famous people whom others would idolize or copy. One famous example is David Beckham who often posed as spokesperson for popular sports apparels. associative reference group, on the other hand, are more within profit as they are composed of people whom we see, live or break with everyday, and with whom we share the same level more or less. Some examples are coworkers, neighbors, or members of churches, clubs, and organizations (Perner, 2008, page 49).The dissociative group is the one that some people would not exigency to be compared with. This is another common thing with teenagers who would want to be labeled as cool in orde r to gain acceptance as they undergo the critical stage of adolescence. This group is also referred to when individuals would like to generate a certain label of exclusivity for themselves. One example provided here was the merchandise store which called itself The Gap, which intends to target young people who want to be referred as modern and cool (Perner, 2008, page 49).