Essay Consumer Behavior

Submitted By alyssashenk
Words: 735
Pages: 3
Open Document
Alyssa Shenk
Professor Bechkoff
Bus 134A Sec 80
14 January 2015
Utilitarian Motivation Utilitarian consumer motivation can be described as a push to do and purchase things based on its utility and functionality (Dhar & Wertenbroch, 2000). Utilitarian motivation usually leads to purchases such as refrigerators, air conditioners, and strollers rather than designer handbags and diamond earrings (hedonic motivated purchases). Items purchased with utilitarian motivation serve a purpose and solve problems rather than satiating a need for “fun, pleasure, and excitement” (2000). VS. The image above is one that many men struggle with in their head when they are looking to buy a car and have a family. The minivan that can seat up to 8 people usually trumps the much sexier mustang or sports car that many men grow to lust over. This example illustrates how male consumers make a choice based on utilitarian motivation. Even if a man has one child it is very difficult to put a car seat in a vehicle with only two doors. Also, the chances of his family growing or being involved in his child’s future high school sports career may influence his decision to purchase a vehicle with much more room. Therefore, since he will be able to accomplish more things with the minivan, he is more likely to put off the sports car until his “mid-life crisis” stage of life. Purchasing things with utilitarian motivation can benefit consumers in several ways. Utilitarian motivated purchases help “maintain behavior” and solve problems (Babin & Harris, 2013). Therefore, they are beneficial to consumers when essential things need to be purchased. When people run out of things like deodorant and milk, they usually replace them on their next shopping trip. If utilitarian motivation didn’t play a role in the lives of consumers there is a chance that these purchases wouldn’t be made. Consumers would perhaps only make purchasing decisions that brought joy or pleasure to their lives (hedonic motivators) and refrigerators or toothpaste may not exactly be the most emotionally gratifying products on the market. Utilitarian motivators are also beneficial because unless someone is a millionaire, purchases need to be made based on functionality and utility rather than appeal. Therefore, financially it can be beneficial to not buy the prettiest things but the most useful for one’s specific needs. Utilitarian motivations aren’t always the most beneficial consumer motivators. They can also hurt consumers when looking for items to buy that need to be a little more gratifying. For example, when looking for a birthday gift for young child a consumer may be inclined to purchase a more practical item like a gift card so that the child may buy whatever they want. However, in this instance, something more fun and personal would be appropriate, like a Hot Wheels racetrack set or doll house. A gift card may come off as impersonal, last minute, and cheap even though it was purchased on the basis
Show More

Related Documents: Essay Consumer Behavior

Questions On Consumer Behavior

Class # 3 Agenda: Chapter 5 (Consumer Behavior) Chapter 6 (Business Buyer Behavior) Dr. Rebecca Reczek Autumn 2014 What is Consumer Behavior? • Consumer buyer behavior: the buying behavior of final consumers, individuals and households, who buy goods and services for personal consumption Model of Consumer Behavior Characteristics Affecting Consumer Behavior Factors Influencing Consumer Behavior Characteristics Affecting Consumer Behavior: Culture • What is culture? LEARNED set of meanings…

Words 1355 - Pages 6

Consumer Behavior Essay

Consumer Behavior Understanding how consumers, feel, think, reason, and choose between different brands or products is an important factor for any company to be aware of when trying to gain market share. When you purchase a service or a good you are a consumer. Consumers have attitudes, thoughts, believes, habits, and reason behind every product or service purchased. The consumers’ behavior is important to be aware study so you can gear your product or service to what they are will buy…

Words 536 - Pages 3

Johnson Consumer Behavior

so that consumers are truly intrigued in their company is setting high goals as a company so that consumers notice them in a way that keeps Johnson and Johnson at the top of their game. The way that john and Johnson keeps close with all of their consumers is relating with them as much as possible so that they can build a relationship with their customers and the same reasons why people want to work at Johnson and Johnson. By keeping in top ranks of all types of categories shows consumers how much…

Words 559 - Pages 3

Consumer behavior Essay

5/9/14 Consumer Behavior & Persuasive Sales Techniques Chapter 5 Summary Guide What is Attitude? Let’s Talk Question: What Goes into our Attitudes? The Cognitive element- What we have experienced or seen it is in our mind, marketers puts information in our mind about their products. The Affective element- How we feel is our emotions and our emotions affect us. Color can be an example, color shows emotions. The Behavioral element- Our actions towards objects can be positive or negative…

Words 496 - Pages 2

Consumer Behavior Essay

extent to which the consumer is uncertain about the consequences of an action Inconsistency with attitudes: extent to which new info is consistent with previously acquired knowledge or attitudes MASLOW’S HIERARCHY OF NEEDS GOALS A goal is a particular end state (outcome) that we would like to achieve (concrete or abstract) CONCRETE: specific to a given behaviour or action & determined by situation ABSTRACT: e.g. to be a good student Promotion focused: consumer motivated to achieve…

Words 3377 - Pages 14

Marketing And Consumer Behavior

Marketing and Consumer Behavior IMBA 6090 Spring 2015 Ajay K. Kohli ajay.kohli@scheller.gatech.edu Agenda • Introduction • Course overview • What is marketing? • Marketing management framework • The evolving landscape 2 Agenda • Introduction • Course overview • What is marketing? • Marketing management framework • The evolving landscape 3 Introduction • Tent cards • Index cards – – – – – Name + phone number Interest area if any (e.g., marketing, finance . . .) Degrees: universities…

Words 817 - Pages 4

Marketing And Consumer Behavior

Marketing and Consumer Behaviour –MEMBERSHIP # ?????? Marketing and Consumer Behaviour I confirm that in forwarding this assessment for marking, I understand and have applied the CIM policies relating to word count, plagiarism and collusion for all tasks. This assignment/ project is the result of my own independent work/investigation except where otherwise stated. Other sources are acknowledged in the body of the text and/or a bibliography is appended. The work that I have submitted has…

Words 1340 - Pages 6

A Note On Consumer Behavior

a cheap and qualitative blanket (variety seeking behavior). He addressed me about one of the shop to purchase (reference group). I decided to go there, because blanket was my (repetitive consumption).For this purpose I had to go on bus because that place was a little bit far from my flat about the drive of 20 minutes. I went to the shop as it was looking a huge meta market so I made a qualitative image about their products (pre-purchase behavior),I selected one of the blanket costing 70£ which…

Words 1369 - Pages 6

Research Paper On Consumer Behavior

Association defines consumer behavior as “the dynamic interaction of affect and cognition, behavior, and the environment by which human beings conduct the exchange aspects of their lives.” 1 In other words, consumer behavior involves the thoughts and feelings people experience and the actions they perform in consumption processes. It also includes all the things in the environment that influence these thoughts, feelings, and actions. These include comments from other consumers, advertisements,…

Words 680 - Pages 3

Essay on Consumer Behavior definitions

Targeting, Positioning Demographic: statistics that measure observable aspects of a population, such as birth rate, age distribution, and income Psychographic: differences in consumer’s personalities, attitudes, values, and lifestyles. Consumer research: Primary research (survey, focus groups, interviews, observational/qualitative/experimental research), secondary research Needs: a motivating force that compels action for its satisfaction Wants: the particular form of consumption…

Words 1783 - Pages 8