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

Dr. Lars Perner, Assistant prof of Clinical Marketing from the University of Southern California, provides that consumer fashion is formally defined as the study of activities of either an whatever(prenominal)one or group of individuals who argon in the process of purchasing productions or go, as well as the effect of this course of action non only on individual consumers but on the commonplace public (Perner, 2008, foliate 2). In early(a) passwords, consumer behavior is merchandisings psychological approach in understanding purchasing transactions.It may be easy to make an impression on how consumers think by just looking at them physically, but mere observation is not enough. Often, many successful businesses take a shit to undergo intensive studies and series of financial failures before finally learning how to shell out their products or services and gain profits. According to Dr. Perner, consumer behavior bed result to four benefits in these four areas, namely mark eting strategy, public policy, social marketing, and in creating better consumers (Perner, 2008, page 3).Marketing strategy is an approach toward successful sell by being at the right place at the right time. mavin example is by intensifying beverage advertisements during summer when the weather is usually hot and one would tend to crave for something to nerveless himself off. This is too evident when it comes to fashion w present malls perform a variety of impressive window dressing all season in order to lure passing potential customers. Public policy is the actor which encourages consumer sentry go by cautioning them to think things over before purchasing a product. star common example is the pull Cigarette smoking is dangerous to your health. which is seen in every cigarette advertisement. Social marketing on the other hand, is to a greater extent concerned with getting important messages across rather than selling (Perner, 2008, page 3). Example is arbitrary populati on growth by promoting condoms and contraceptives as response especially to premarital sex which remains as one of societys issues even up to present. Last but not the least, consumer behavior croup lead us to becoming better consumers. One simple demonstration is when buying beauty or skin products.Often, one would think that any product would be good for him or her just because it has compose popular through television promotions. A wise customer must take into consideration several(prenominal) factors like allergies to certain(a) ingredients. Taking this into mind, customers will not need to undergo unnecessary spending by purchasing expensive products that do not suit ones body chemistry and preferably by cheaper but milder products for skin maintenance. Taking these four factors into mind will lead to an important purpose which is good investment on the part of both buyers and sellers.The Black Box Model This model of consumer behavior is a tool which, if compared to a mov ie, 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 arranges. First, is identifying what is likely to motivate a consumer in terms of the marketing environment by performing a research within the consumer environment. One important quality that a business must always possess is innovation.An example of this is the creation of snowfall Zero by the Coca-Cola Company. This is in response to a greater number of health-conscious customers nowadays, who have become more aware of the disadvantages of taking in big 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 same taste of the old Coke. Price is also a consideration in understanding a customers needs. There are spate 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 branded products, especially when that product has a distinctive appeal that would crash a person apart from the common crowd, or if that particular brand has proven great guaranteed operation like for example, a whitening soap. Aside from the marketing environment, cultural difference is another crucial factor in analyzing the consumer behavior. Ignorance of other countries acculturations may often result to awkward and humiliating results if one is not redolent if it.One example is the difference in clothing appearance between Western and Moslem Women, wherein the last mentioned has been accustomed to wearing the conservative, long, black fabrics that covers head to foot and exposing only the eyes, as compared to the more liberated wretched and neck-plunging outfits being tolerated by the former group. Another example is how Muslims regard dogs as dirty animals, but others, if not most countries, consider them as mans best friend, thus the famous 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 public bow 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 base goodwill and respect. This shows another feature of culture which is learned. Another fact about culture is that it exists within boundaries of grateful 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 homo War II when an American spy was captured by Germans because of how he used his knife and fork musical composition eating. Lastly, cultures are also subject to change however it would depend on how open 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 bombing of the land Trade Center towers which would forever remind the world of the cruelty 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 r ecognize other cultures as rearward 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 disgust 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 beautiful food source of meat and milk.Another related concern is also ethnocentrism which is the ones arguing 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 do work one another (Perner, 2008, page 49). That is why there is what we call the reference group, which is the type of crowd that a certain individual would want to compare herself to w hen it comes to looks or lifestyle (Perner, 2008, page 49).Reference groups have at least three 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 attain as they are composed of people whom we see, live or work with everyday, and with whom we share the same take 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 want to be compared with. This is another common thing with teenagers who would want to be labelled as peaceful in order to gain acceptance as they undergo the critical stage of adolescence. This group is also referred to when individuals would like to generate a ce rtain 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).