Executive summary
The purpose of this report is to identify the ways in which consumer motivation and personality can influence individuals into buying a Souda Bubble Chandelier which is made up of recycled materials and partly earned revenue will be donated to charity. The consumer that has been profiled is a 20 year old male student who studying in Monash University.
Motivation plays an important part in influencing an individual into purchasing a certain product. Therefore, arousals of motives which consist of physiological arousal, emotional arousal, cognitive arousal and environmental arousal are discussed in this report. In this case, whether or not the profiled consumer is motivated to purchase the chandelier, cognitive and environmental arousal is to be analysed in this report. Moreover, these arousals that are going to be discussed are not enough to show whether a consumer is motivated to purchase an item. Therefore, rational and emotional motives also play an important role in motivating consumer into buying this particular chandelier. These arousals and motives that motivates consumer to purchase the chandelier are then further discussed in this report.
Personality traits could also influence the consumer preference and purchase intention in respect to the selected product, numbers of questionnaires which consist of need for uniqueness (NFU), need for cognition (NFC), consumer ethnocentrism (CETSCALE), consumer susceptibility to interpersonal influence (CSII) and consumer innovativeness are given to the profiled consumer to identify his personalities. The two personality traits which are most likely to influence the profiled consumer into buying the product is (CSII) and (NFC) are selected and will also be dis...
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...l Psychology, 63(2), 308-310
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6.0 Appendices
Consumer behavior is the ways that consumers exhibit in searching for, purchasing, using, evaluating, and disposing of, products and services. The study of consumer behavior as a separate marketing discipline all started when marketers realized that consumers did not always react as marketing theory suggested they would (Ekström, 2003). Many consumers rebel at using the identical products that everyone else used, instead they prefer differentiated products that they feel reflect their own special needs, personality and lifestyles.
SOLOMON (2009). Consumer Behaviour: A European Perspective. Prentice Hall, Pearson Education Limited, Edinburgh Gate, England.
A motivation theory that was presented in the 20th is called “Arousal Theory”. The two psychologists by the names Robert M. Yerkes and John Dillingham Dodson were the ones responsible for introducing the “Yerkes-Dodson Law” in the early 1900’s. The theory suggests, “during low arousal or stimulation the results is slow and lethargic and as the arousal increases so does the performance”. As it applies to motivation, arousal is a need that can be triggered by several factors. For instance, they can be a factor that is dependent on the temperature or climate. The arousal can be dictated by either hot or cold. In “cold” situations, arousal can be deemed low and on the other spectrum of being “hot”, arousal can elevate. During winter times, generally people tend to stay inside and stay warm in their cozy homes relaxing in their fireplace. People’s tendencies can be relaxed and lazy (low arousal). On the other hand, during summer weather most of us are vibrant and lively enjoy...
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Every company wants to understand why people decide to buy its products or others. Firstly, we have to understand why people buy certain kind of product. People buy products because they need them. A need is activated and felt when there is a sufficient discrepancy between a desired or preferred state of being and the actual state. (Engle£¬Blackwell and Miniard. 1995. p407 ) For example, when you feel hungry, what you needs is some food. It is very important for marketer to understand the needs of consumers. All the consumers may have the same needs, but the ways which they satisfy what they need are different. Here is a example, Chinese people would choose rice when they feel hungry, whilst British people may choose bread to satisfy their needs.
Many marketers believe that brand personality is created by how marketers and advertisers intend to project, build and manipulate a brand (in both product-related and non-product related ways) (e.g. Levy, 1959; Plummer, 2000; Restall and Gordon, 1993). However, Biel (1993) argued that this is not always the case and could be a dangerous assumption in understanding consumers' perceptions of a brand. He further stated that personal factors, such as personality and socio-demographic profiles of the customer, can affect consumers’ perception of a brand. In this light, Dobni and Zinkhan (1990, p. 117) asserted that brand personality is “a function of the interaction between perceiver and product stimulus”. That means that consumers
In the study of consumer behavior, the first thing we need to understand is the meaning of consumer behavior. Thus, we can see the overall content, which is the basic for further study. Many definitions were given. They can be summarized briefly as follows.
Shiffman, L.G. & Kanuk, L.L. 2010. Consumer behaviour. 10th ed. Upper Saddle River. NJ: Pearson Prentice Hall.
Personality is a characteristic that plays a major role in one’s individuality. “One has many parts that make up his personality” (Kramer 27). One may show these parts in different ways. There are a variety of personalities that one can have. If one wants others to see him as fun, he must have a fun and joyful personality. If one has an outgoing personality, one may have many friends and have a very social life. Many times a person can be judged by his personality. One’s personality may vary from day to day. One should always try to express the most unique personality possible.
(2000) found that hedonic products have higher premiums when promoted by hedonic promotional campaigns. However, a study by Dhar and Wertenbrosch (2000) indicates that when faced with the choice to give up a product for pleasure or for use; products for pleasure are the ones to be given up first.
The research on consumer behavior assists the organization recognize and forecast the purchase behavior of the consumers while they are purchasing a product. Thus, the study of consumer behavior helps the marketers not only to understand what consumer's purchase, but helps to understand why they purchase it (Kumar, 2004). There are a lot of elements which can influence the purchase decision of consumers such as social influences, cultural influences, psychological factors and personal factors (Super Professeur, 2011). Understanding these factors helps the company to market the product on right time to the right consumers in order to generate more profits. On the other hand, if the marketers fail to understand these components that might influence consumers, they will fail to convince the consumers to purchase that product or will fail to meet the demands of consumers. However, consumer behavior is one of the stimulating and challenging areas in marketing studies being a human activity focused on the products and services. Thus understanding the behavior of the consumers is a great challenge. Moreover, it is not easy to get a full picture of consumer behavior as customers make plenty of different buying decision every day and they usually do not know exactly what influences their purchase. In short, basing on all
This paper will discuss about some specific type of personality such as need for achievement, risk attitude, locus of control, self-confidence, innovativeness and need for autonomy
Consumers may find utilitarian value in shopping, and this is seen as a more functional and tangible motivation (Solomon, Bamossy & Askegaard, 1999; Hirschman & Holbrook, 1982, p.134, Babin, Darden, & Griffin, 1994, p.646), resulting from a more conscious pursuit of the actual outcome wanting to get something (Babin, Darden, & Griffin, 1994, p.645). Miller (1998, as cited in Bardhi & Arnould, 2005, p.224) suggest that often when shopping according to a more utilitarian view, or provisional view, many of the individual desires take a second stage. However, consumption can also involve fantasies, feelings and fun (Hirschman & Holbrook, 1982, p.132) and can be about the actual experience and process (Tauber, 1972) which is the hedonic value (Babin, Darden, & Griffin, 1994, p.646; Sherry, 1990, p.26). Both motivations exist and can be found in shopping but it seems to be a question of the specific experience or situation to what degree each value is found (Solomon, Bamossy & Askegaard, 1999; Babin, Darden & Griffin, 1994; Dhar & Wertenbroch, 2000; To, Liao, Lin, 2007; Kim H,