Research About Consumer Behaviour Essay

2747 words - 11 pages

1.0 EXECUTIVE SUMMARY

2.0 PART A: CONSUMER
2.1 The Product, Company and Brand
The advertisment show the product of Notebook which the brand is HP. This advertisment was taken from Kosmo newspaper date on 24 March 2016. The Hewlett-Packard Company, commonly referred as HP was an American multinational information technology company headquartered in Palo Alto, California. It developed and provided a wide variety of hardware components as well as software and related services to consumers, small- and medium-sized businesses (SMBs) and large enterprises, including customers in the government, health and education sectors.
The company was founded in a one-car garage in Palo Alto by ...view middle of the document...

2.3 Why choosing this advertisment?
This advertisment is actually not interesting advertisment but since the advertisment was taking the half size of the newspaper so it is easy for consumer to view. Besides, one of members are gaming type of person and he is seeking for new advanced gaming notebook. So we choose this advertisment for this assignment and at the same time we relate it to the study of consumer behavior.

3.0 PART B CONSUMER PSYCHOLOGY FACTORS
3.1 Consumer’s Individual Factors to The Product and Advertisment.
Consumer behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. There are different processes involved in the consumer behavior. There are four main factors that influence the consumer behavior which are cultural, social, personal and psychological factors.
Firstly, is cultural factors. Consumer behavior is deeply influenced by cultural factors such as buyer culture, subculture, and social class. First part is culture which is every society and is the important cause of person wants and behavior. The influence of culture on buying behavior varies from country to country therefore marketers have to be very careful in analyzing the culture of different groups, regions or even countries.
Second part is subculture. Each culture contains different subcultures such as religions, nationalities, geographic regions, racial groups etc. Marketers can use these groups by segmenting the market into various small portions. For example marketers can design the HP notebook products according to the needs of a particular geographic group.
Third part is social class. Every society possesses some form of social class which is important to the marketers because the buying behavior of people in a given social class is similar. In this way marketing activities could be tailored according to different social classes. Here we should note that social class is not only determined by income but there are various other factors as well such as wealth, education, and occupation.
Next, is social factors. Social factors also impact the buying behavior of consumers. The important social factors are reference groups, and family. First part was reference groups which is have potential in forming a person attitude or behavior. The impact of reference groups varies across products and brands. For example if the product is visible such as notebook then the influence of reference groups will be high. Reference groups also include opinion leader which a person who influences other because of his or her special skill, knowledge or other characteristics.
Second part was family factors. Buyer behavior is strongly influenced by the member of a family. Therefore marketers are trying to find the roles and influence of the person who love video gaming. If the buying decision of a particular product is influenced by his brother then the marketers will try to target the gaming artist in their...

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