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❶Click here for more help with MLA citations. By referring to Hofstede, the article was able to contextualize its cross-cultural examination of brands, and their sway on consumer decisions.

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Consumer Behavior Research Paper

However, in given society, each person has different needs for instance, social needs, biological needs, and psychological needs.

The common nature of needs is that, some needs are pressing than the others. Therefore, some needs become motives when they are more pressing directing buyers to seek their satisfaction Samli, This implies, level of motivation affects the consumer behavior in a given society.

Perception is the organization, selection, and interpretation of information with a motive of producing a meaningful experience to the consumers. As the telecommunication keeps changing, the perception of consumers keeps changing also Noel, Basic phones are becoming extinct, personal computers changing and even the television sets changing from Cathode Ray Tubes to flat screens. According to Samsung Company, the rise use of mobile phones with Operating Systems like Android will present a total different communication landscape.

Challenging this tremendous change will entail changing the old processes from measurement to compensation. This will depend on different perception of consumers in relation to their needs. What now matters is how the program for the advertising or promotion industries and their leadership will take on these pressing problems in future Samli, However, other factors like beliefs and attitudes will significantly affect the consumer behavior for the Samsung Company.

Consumers possess some specific attitudes and beliefs towards different products Consumer Behavior, Most of the beliefs and attitudes make up the brand image and affect the consumer behavior, which interest marketers. It is the role of promoters to change the attitudes and beliefs of consumers through launching particular changes in this regard Samli, In the word of telecommunication, there ought to be advertisements spending on mobile phones, which currently comprises of one percent of budgets according to a study conducted by Marketing Evolution Blythe, According to other analysis conducted by Marketing Evolution, the figure will raise by seven percent after the penetration of smart phones.

In the next five years, the figure will rise by ten percent. Deloitte Company on other hand predicts that, in the next decade, five percent of the tablets sold will likely be to households or individuals who already own a tablet, which equates to five million tablets.

Most of the products merge with various communities in relation to price and budget constraints of individuals or households Blythe, Target audience and the situational factors will also affect the consumer behavior in the next decade for telecommunication gadgets. For developed countries, individuals owning tablets would want a newer version of the tablet that is faster and with more features Consumer Behavior, Changing a product to merge with a community sometimes is the biggest challenge promoters might experience.

In the last decade, an industry attempted to replace frequency with engagement but failed. This led to the failure of the engagement since they could not deliver on that. According to Ted McConnell, the measurement is supposed to go directly to the minds of the consumers.

Dating from history, databases were the central point of locating stored data. Only certain tools could access, analyze, report, and manage data with business intelligence data. The ability of those software and tools has grown as the technology keep changing over time but generally, any data that was big and needed the results fast required a bigger new set of tools referred as big data tools Samli, Recently, the capacity of the data tool managed to keep the pace of the growing data sets.

However, consumer behavior, social networks, sensor networks, mobility, and other sources that generated data caused organizational warehouse to overflow Consumer Behavior, The size of the data has not grown much from the previous decades. For organizations to analyze data in real time, most organizations have to consider the big data again Noel, This eventually will have implications to the consumer behavior.

Shopping orientation refers to the general approach a consumer takes to acquiring both brands and non-purchase satisfaction from various types of retail outlets. While in a store, consumers may often purchase a brand or product that differs from their plans made before entering the store. Such purchase is referred to as impulse or unplanned purchase, and the decisions can be the result of additional information processing induced by in store stimuli.

Once the outlet and brand have been selected, the consumer must acquire the rights to the item. Whether or not the consumer experiences dissonance, most purchases are followed by product use. That consumers use a product to fulfil certain needs. If the product does not fulfil these needs, a negative evaluation may result. Monitoring product usage can indicate new uses for existing products, needed product modifications, appropriate advertising themes, and opportunities for new products.

Disposal of the product or its packaging may occur before, during or after product use. Postpurchase dissonance, product usage disposal are potential influences on the purchase evaluation process. Basically, consumers develop certain expectations about the ability of the product to fulfil instrumental and symbolic needs. Taking no action, switching brands, products, or stores, and warning friends are all common reactions to a negative purchase evaluation.

After the evaluation process and, where applicable, the complaint process, consumers have some degree of repurchase motivation. There may be a strong motive to avoid the brand, a willingness to repurchase it some of the time, or some level of brand loyalty, which is a willingness to repurchase coupled with a psychological commitment to the brand.

Attention occurs when the stimulus activities one or more of the sensory receptors, and the resulting sensations go into the brain for processing. Interpretation is the assignment of meaning to stimuli that have been attended to consumers must learn almost everything related to being a consumer: Learning is defined as any change in the content or organization of long-term memory.

The strength of learning depends on: It proposes five levels of motivation: Consumers are often aware of and will admit t the motives causing their behavior. Because of the large number of motives and the many different situations that consumers face. Motivational conflict can occur, in approach-approach conflict, approach-avoidance conflict and avoidance-avoidance conflict.

The personality of a consumer guides and directs the behavior chosen for accomplishing goals in different situations. The relatively long-lasting personal quality that allows individuals to respond to the world around them. Emotions are strong, relatively uncontrollable feelings that affect behavior, occur when environmental events or mental processes trigger physiological changes.

Attitude-change strategies can focus on affect, behavior, cognition or some combination of these. The reference group is a group whose presumed perspectives or values are being used by an individual as the basis for his or her current behavior. Marketers have found three classification criteria-membership, degree of contact and attraction to be particular useful.

Groups that have frequent personal contact are primary groups, while those with limited interpersonal contact are called secondary groups. Group influence varies across situations. Informational influence occurs when individual conforms to group expectations to gain approval or avoid disapproval.

The physical surrounding there is absolutely good as well as every its franchise stores. As people walk in the store the first display table is displaying the newest clothing and shoes, very comfortable seats for people to try the shoes just opposite the shoes displaying shelf and the every corner for a certain kind of product like classical shoes, jackets, shirts and pants, and athlete series, mountain clamber series. They have very high quality staff work in every store that makes consumers feel really good.

Social surroundings are also involves in here, Steve said that he would rather buy if the stores are in the big shopping center. A pair of Timberland shoes is considering as the shopping product in the problem recognition also a extended decision making.

He did some compares ion works before he actually bought that RM shoes. Actually, he wanted to choose from 4 brands at the first time: Nike, Adidas, Converse all stars and Timberland. But after he tried the Timberland he decided to buy it immediately, and several friends of him are wearing Timberland boots as well. He likes all kinds of timberland ads, he even feels those are the rest ads make him feel good. The disjunctive decision rule is used by him in the evaluation and selection of alternatives.

The timberland shoes completely meet his expectation and performance quite well, he is very satisfied with it. As a result, he said if his budget permits he will buy an other pair of same brand shoes, and he has the big interest in Timberland shoes that are newly introduced. Therefore, until here he has no dissatisfy with the shoes, and he has a kind of loyalty to the Timberland brand. Subsequent research has looked into information processing of consumer choice, and the experiential consumer.

Since the early s, research has been conducted in areas as wide and varied as deviant behavior, consumer perception, planned behavior, intention-behavior discrepancy, environmentally responsible behavior, consumer judgment, attitudes, dependence, international and cross-cultural consumer behavior, impulsive buying, personality-behavior relationships, the role of imagery, and social and political marketing issues.

Behavior occurs either for an individual on his or her own; for an individual in the context of a group where others in the group influence how a person behaves ; or for an organization where people on the job make decisions as to which products the firm should use.

The study of consumer behavior attempts to understand the buyer decision making process for individuals, groups and organizations. Consumer decision making comes about as an attempt to solve consumer problems, both major and minor. A consumer buying decision process can have up to six stages. Actual purchasing is only one stage of the process, and not all decision processes may lead to a purchase. The number of stages involved in a particular decision will depend on the degree of complexity of that decision.

The six stages are: The first stage, Problem Recognition, is when a consumer becomes aware of a need. The need is manifest because there is a difference between the consumer's desired state and his or her actual condition.

The second stage is the information search. There are two types of information searches: With an internal information search, the consumer searches the information stored in his or her memory. If more information is needed after the internal search, the consumer may consult external information sources such as friends and relatives for word-of-mouth; marketing information; comparison shopping; and public sources.

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The study of consumer behavior involves elements of economics, the social sciences, and the physical sciences. An endless and diverse field of research and applications, consumer behavior.

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International Journal of Scientific and Research Publications, Volume 4, Issue 9, September 1 ISSN A Study on factors influencing consumer buying behavior. The paper will also focus on how some consumer behavior changes will relate to culture, situational factors, and perception of the consumers, attitude, motivation socialization, adoption, and diffusion and their implications on the market segmentation, price, product, promotion, and place strategies of Samsung.

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Future studies of the consumer behavior research literature can also investigate authorship of the articles, including which authors have had what impact on the discipline and which scholars from which institutions have been productive in terms of consumer behavior publications. This sample research paper written on consumer behavior will help improve your understanding of branding and risk aversion in marketing.5/5(1).