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Consumer behavior reflects the totality of the decisions made by consumers with regard to the acquisition, consumption, and disposition of services, goods, experiences, activities, people and ideas. The meaning of consumer behavior is more than just the manner in which people buy tangible products such as clothes and automobiles. It entails the use of services, experiences, ideas, and activities by the consumers. Moreover, consumers make decisions about people, like voting for particular politicians and deciding to read a book written by a particular author (Hoyer, 2008).
Another aspect of consumer behavior involves choices made by consumers with regard to the manner in which they spend time, such as going for a trip or using time in a manner that portrays who they really are. Consumers prefer doing different things since their tastes and preferences vary.
In summary, consumer behavior refers to the study of consumer buying practices. People who go shopping do not necessarily buy the product in the end. They go through various stages before they decide to buy products available in the market. They are influenced by various factors among them social, cultural, psychological or personal. The definition of consumer behavior is closely related to the subject of consumer behavior marketing. For example, marketers who record increased sales first understand the buying patterns and behaviors of their consumers. It is crucial for them to understand what drives their consumers to buy or not to buy certain products.
The 4 Ps in consumer behavior marketing represent product, price, promotion, and place. These are important factors that influence the purchasing decisions of the consumers. Recently, I went to purchase a Macbook computer in a reputable computer company where my purchasing decision was influenced by the 4 Ps. The first P that influenced my decision was the product. A product is something offered by a company to meet the needs of the consumers. It can either be tangible or a service.
The computer company had stocked different brands of computers which offered me a wide range of choice. After doing a careful selection process, I eventually picked the type of computer I was looking for. I compared it with others I had seen in other companies and I could see the difference. I was looking for the type of computer that could serve me in the best way possible. In addition, my preference for a certain color influenced my decision to purchase it.
The computer company had taken some time to find out the exact qualities that consumers looked for in computers. Business organizations that carry out intensive research on the kind of products that their consumers prefer are able to attract and retain more customers. Finding the Macbook computer that I was looking for influenced my decision to purchase it since it had all the qualities I preferred. I would not have been convinced to purchase it if it was of poor quality.
The second P that influenced my decision to purchase the Macbook computer I was looking for was its price. Different business organizations offer different prices for their products. It is possible for similar products to exhibit huge price differences depending on what business organizations factor in when they set prices for their products. Consumers always compare prices before purchasing and it is obvious that they opt to purchase their products where the prices are cheaper. This element of price influenced my decision to purchase the Macbook computer I wanted.
Before I started shopping for it, I had a fixed amount of money that I was willing to spend. As a result, I first visited different computer companies and compared the prices. I was surprised to discover that there were huge price differences for the same computer in different companies. Since I had a fixed amount of money that I intended to spend on it, I chose the company that offered the cheapest price. This was how the price factor affected my purchasing decision.
The third P that affected my purchasing decision was promotion. Promotion is a crucial marketing strategy for business organizations that involves advertising, selling, public relations, trade shows and other forms of communication techniques. Most consumers buy certain products because they have seen them being advertised (Marketing’s 4 Ps: The Consumer Angle, 2009). Before I started shopping for the Macbook computer I wanted to buy, I had seen it on advertisements, something that increased my desire to purchase it. Through the adverts, I understood its uniqueness in terms of durability and effectiveness. Public relations is also important for business organizations because it influences consumer behavior. Once I entered into the business enterprise, the attendants handled me very well and gave me all the information I required. I was impressed by their communication strategies thus I ended up purchasing the computer from that particular computer company.
The fourth P that influenced my decision to purchase was placed. It is important for business organizations to look for strategic locations to establish their businesses. This is advantageous since it attracts consumers because they can access the business premises with ease. As I tried to look for my preferred computer, I went to different places and discovered that some locations were not easily accessible. As a result, I ended up purchasing it from the most convenient and easily accessible company.
References
Marketing’s 4 Ps: The Consumer Angle. (2009). Web.
Hoyer, W. (2008). Consumer Behavior. New York: Cengage Learning. Web.
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