Analysis Of Consumer Behavior Quotes

849 words - 3 pages

1) We surround ourselves with valued material possessions as a matter of our lives taking course. A sense of linkage to the concrete and observable world external to ourselves permits us to obtain a sense of stability and continuity in an otherwise less stable existence(Advances in ConsumerResearch Volume 16, 1989 Pages 359-366) (Susan E. Schultz, Arizona State University,Robert E. Kleine, III, Arizona State University,Jerome B. Kernan, George Mason University)It is true that we connect and link our lives through our possessions. We buy what we like to reflect our personal needs and wants. People often are measured and measure themselves through what they own, the kind of car they drive, they neighborhood they live in etc. it is not uncommon to set certain material goals through the course of life. An example that comes to mind is that of BMW. We studied in class how a customer may stay loyal to BMW throughout their life. A young professional will opt for a less expensive 3 series whereas a forty year old professional will move up to a 5 series and so on. Therefore, we chart out self-worth through the products we accumulate to reflect the person we are inside and ultimately what we strive to be conceived as.2)Though niche marketing had already dawned in the '70s, in the '80s and '90s, it not only changed the landscape of American business, but it also changed the way consumers viewed themselves.(Consumer report: if you think you know your target market, think again - includes related article on Foghorn Press IncEntrepreneur, May, 1997 by Gayle Sato Stodder)Niche marketing has changed the way consumers view themselves because it is human nature to want to belong to society. The average consumer today is most definetly aware of marketing tactics and techniques. Therfefore, people strive to identify themselves with a certain type of market segment. An image is sought after especially for those who strive to become part of a niche market. Today's marketing is strategized and linearized in a way that everyone falls into a segment. The so called "bella figura" is very important for persons wanting to be included int the target niche market of high end products or services.3) Consumer psychologists have attempted to relate purchase behavior, media choice, innovation, segmentation, and a wide variety of other marketing variables to consumer personality. Results of these studies have been mixed with most studies demonstrating a weak relationship between consumer personality and market behavior. Matthew D. Shank, Department of Management and Marketing, Northern Kentucky University, Highland Heights, KY 41099-0506.Usually...

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