Richard Caudill Module One Blog: Consumer Who? Consumer You!
After reading Chapter 1 of Consumer Behavior (Kardes,2020) regarding the different types of consumers, consumer activities, and consumer responses. Per my assignment, I look to answer the following:
What type of consumer are you?
It really depends on how you break down and group consumer and consumer types. In entry level marketing we would break down consumer types into five groups; Loyal Customers, Impulse Shoppers, Bargain Hunters, Wandering Consumers, Need-Based Customers. But after reading our book and looking into consumer behavior, I realize that I am a composite of these five depending on mood, emotional state, and depending on the given product type. This is why it is essential to study consumer behavior. Studying the consumer, can help you get your product, good, or service to them more effectively and allows for a greater value. Our book in chapter 1 breaks down consumer type into these two categories: Individual and Organizational. In this case most of the time I’m an individual, but when I was a business owner, I was also an organizational consumer as well.
What influences your buying decisions, and how?
Oddly enough even though I would consider myself a need-based buyer, I do indulge on impulse buys. Mostly for other people. Especially as I get older, I find myself getting emotionally attached to items that remind me of people and I buy the items for my friends and family.
Which stage actually leads to your purchasing decisions?
Making a decision to purchase consists of 5 steps - 1. Problem recognition 2. Information search 3. Evaluation of alternatives 4. Purchase decision 5. Post-purchase evaluation. (Kardes, 2020) The purchase decision comes out of step 4, but if you really think about it, the it starts in step 1, once you have recognition.
When making a buying decision, how are you influenced by marketing research and marketing design?
It really depends on the need that drove me to my information search, as well as the cost variables. High ticketed items, I tend to research more than smaller less valued items. For example, I purchased a pellet stove a few years ago. I researched several brands, and retailers. Once I found my brand, I sought out local venders, then I looked at price and delivery lead time. Winter was coming, and though I may find one cheaper, the costs of not having the stove would be far greater than me running electric heat waiting on the pellet stove.
Do you experience any post-purchase behavior?
Always. As they say, hind sight is 20/20 and as such, I research to see if any new features are out on newer models, I look to see how the price changes, and how satisfied the user base is. I do this before as well, but you always seem to find new or different resources after the fact. It’s not just buyers remorse, but definitely something I find myself doing often.
Citations:
Kardes, F., Cronley, M., Cline, T. (20201124). Consumer Behavior, 2nd Edition. [[VitalSource Bookshelf version]]. Retrieved from vbk://9781305161689
Richard Caudill Module One Blog: Consumer Who? Consumer You!
After reading Chapter 1 of Consumer Behavior (Kardes,2020) regarding the different types of consumers, consumer activities, and consumer responses. Per my assignment, I look to answer the following:
What type of consumer are you?
It really depends on how you break down and group consumer and consumer types. In entry level marketing we would break down consumer types into five groups; Loyal Customers, Impulse Shoppers, Bargain Hunters, Wandering Consumers, Need-Based Customers. But after reading our book and looking into consumer behavior, I realize that I am a composite of these five depending on mood, emotional state, and depending on the given product type. This is why it is essential to study consumer behavior. Studying the consumer, can help you get your product, good, or service to them more effectively and allows for a greater value. Our book in chapter 1 breaks down consumer type into these two categories: Individual and Organizational. In this case most of the time I’m an individual, but when I was a business owner, I was also an organizational consumer as well.
What influences your buying decisions, and how?
Oddly enough even though I would consider myself a need-based buyer, I do indulge on impulse buys. Mostly for other people. Especially as I get older, I find myself getting emotionally attached to items that remind me of people and I buy the items for my friends and family.
Which stage actually leads to your purchasing decisions?
Making a decision to purchase consists of 5 steps - 1. Problem recognition 2. Information search 3. Evaluation of alternatives 4. Purchase decision 5. Post-purchase evaluation. (Kardes, 2020) The purchase decision comes out of step 4, but if you really think about it, the it starts in step 1, once you have recognition.
When making a buying decision, how are you influenced by marketing research and marketing design?
It really depends on the need that drove me to my information search, as well as the cost variables. High ticketed items, I tend to research more than smaller less valued items. For example, I purchased a pellet stove a few years ago. I researched several brands, and retailers. Once I found my brand, I sought out local venders, then I looked at price and delivery lead time. Winter was coming, and though I may find one cheaper, the costs of not having the stove would be far greater than me running electric heat waiting on the pellet stove.
Do you experience any post-purchase behavior?
Always. As they say, hind sight is 20/20 and as such, I research to see if any new features are out on newer models, I look to see how the price changes, and how satisfied the user base is. I do this before as well, but you always seem to find new or different resources after the fact. It’s not just buyers remorse, but definitely something I find myself doing often.
Citations:
Kardes, F., Cronley, M., Cline, T. (20201124). Consumer Behavior, 2nd Edition. [[VitalSource Bookshelf version]]. Retrieved from vbk://9781305161689
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