Essay On Consumer Behavior
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The store that was used during the observation was Target store. The day for observation was 17th May, 2015 and the time was 2:00 pm to 4:00 pm. To better observe the consumers, there was the use of notebook to collect the data effectively. There were several types of consumers that came to the store, and with them came several notable behaviors. Firstly, there were those that came to window shop; they looked at the groceries and other notable things in the store. They walked around picked several things and then returned them to the shelves.
It is critical to understand that this was, however, not more pronounced when it came to other sections of the store as compared to the grocery section. Secondly, there were other consumers that knew what they wanted and consequently they went directly to the shelves and bought what they wanted without even looking at the different brands. Another type of consumer that was observed in the store was the consumer that looked at several brands before buying the grocery. They compared several brands, and they then picked the one that felt that it was the most appropriate for them.
Brand advertisement was seen to make a very big impact as there were several consumers that came directly and they seem to be looking for a certain brand, they looked at several brands and came consequently to the brand that they preferred. The last type of behavior that was observed were those that came looked for a certain brand, and asked the attendants that were the best brand to buy. Therefore, it can be seen that indeed the attendant’s taste and a preferred brand was pivotal when it came to the consumer’s demand.
There was, therefore, different behaviors when it came to the different aisles. There were several specific and strategic decisions that were made by the consumers in the grocery isle. They seem to prefer foods that looked fresh and were extremely cautious when it came to foods that seemed stale. They, therefore, looked at the groceries at the surface. However, when it came to other aisle, the brand name played a very important and integral factor to show whether indeed a customer chose a certain product.
Value for the product was determined by several issues. Firstly, the value was looked at the brand of the product. There were several brands that were highly valued as compared to others. In fact, there were several brands that were seen to be more expensive as compared to others merely on the fact of the brand name. This was extremely important when it came to ensuring that the consumers knew which brand to choose. The brand name for the product showed its value. For example, it was observed that when it came to the electronic section, electronics from Samsung, Apple, and Sony were considered to be of a higher value as compared to other brands.
They were often chosen by most consumers and, therefore, for this reason, it is integral to understand that indeed the brand name indeed played an important factor in ensuring that the consumers understood what they wanted and the value that they desired. Another value that seen was choosing products depending on the freshness of the product (Peterson, 2014). Products, especially in the grocery section that was seen by the consumers to be fresher, were considered to be of a higher value.
On the other hand, products that were stale in the grocery section were considered to be of a lower value. For example, there was a consumer that came to the grocery section. He surveyed the whole area of kales and chose the kales that looked the freshest. He therefore, believed that indeed the value of the groceries were indeed harbored in their freshness. This trend was observed in several consumers. When it came to the electronics aisle, the value of the product was wholly determined by the brand. It is critical to understand that there was a customer that came specifically looking for a Samsung Television. According to the way he was conversing with the attendant, it seemed he believed that a Samsung television was extremely higher in value as compared to other brands. Therefore, it creates an important to understand that indeed there was the big difference that existed between the different aisles. There were those that went with the brand and there were those that went with the quantity.
There were two consumers in the rice section that seemed to be completely different from each other. One consumer came with a specific brand name in mind. He came to the aisle with his trolley and within several seconds he looked at the existing brands and chose a specific one. He therefore, seemed to be educated regarding the brand that he required and knew exactly what he wanted. Although he looked at other brands, he had a certain type of conviction which indeed showed that he knew what he wanted (Peterson, 2014). The second type of consumer did not understand what he wanted, he came to the aisle, looked at the different types of brands and picked one. However, after picking the brand, he returned the rice and took another brand. He therefore, seemed to be confused in regards to what exactly he wanted. He did not seem to know the brands and, therefore, he decided to go for the medium priced rice. He believed that indeed quality went with price as opposed to the brand. The consumer did not have the information needed to purchase the right quality and brand of rice. He therefore, chose the right without any information guiding him. It is, therefore, critical to note that there was a big difference that existed between the two consumers. The main difference that existed between the two consumers was in the information that existed between them. The first consumer had adequate information about the products and happened to equate value with the brand (Peterson, 2014). The second consumer, on the other hand, was not as informed as the first. He did not understand the different brands and, therefore, he was completely unsure of which brand to choose. Through his perception, it can be argued that he equated price with quality.
The consumers were motivated to pick several specific brands by the use of several designs. Firstly, there were colorful banners that caught the eyes of the consumers, and they were intended to ensure that the consumers saw the products and brand name. Secondly, there were several attendants at several different aisle that invited consumers to look at their products. This was more pronounced when it came to the detergents section. Lastly, there was the use of specific and targeted sections of the store where specific products were put. For example, magazines were put near the doors to entice the consumers when they were going out. Further, they were also easier to see at the entrance and exit as compared to other sections.
Electronics aisle Grocery aisle Cereals aisle
Customers were more pronounced when it came to this section. Most of the consumers at this section knew the brand that they wanted to pick and there were very few customers that did not have information. It was also the section that had most window shoppers. The Grocery aisle had definite customers. These were customers that came and bought. Most of the consumers looked at the freshness of the products and consequently they associated quality with price. It is extremely important to understand therefore, that most of the consumers at this section avoided stale products in this grocery aisle. The consumers at the cereal section were more pronounced. There was a balance between the informed consumers and those that were not informed. There were consumers that associated value and quality with the price and others associated the value with the brand name. Those that associated the value with the brand name had a more specific thought.
25 persons came to the electronics aisle. Only three of them bought televisions and four bought home theatre systems 45 consumers came to the grocery aisle.39 of them bought groceries.
64 consumers visited the cereals section. 55 bought rice.
There were those that picked with the first instance and they were 20. 35 looked at the price and then chose the product.
0ne of the seven that bought the electronics did not have information about the brands. Most of them looked at freshness.
Peterson K., (2014) encyclopedic approach to consumer behavior. Sage: New York.