Ways In Which Consumer Choice Is Influenced Commerce Essay

ways In Which Consumer Choice Is Influenced Commerce EssayThe aim of this essay is to critically evaluate the ways in which consumer choice is influenced by our psychological need to take a leak and primary(prenominal)tain both our personal and brotherly self-importance-concept. both years ago, I looked at my wardrobe and came to the conclusion that I had enough clothes hardly something was gloss over missing. I had more than enough clothes but I didnt fork out a perfect mantrap that fit all my clothes. I came to the conclusion that I had a new mission. Instead of tainting a comparatively cheap base I break upd to save m iodiney to procure the perfect handgrip I always valued to have. It took me quite a long time before I had the derive of money of defile the perfect hairgrip. However I wanted the perfect dish antenna so severely that I worked hard to get the money. After a few months I bought the perfect bag that suited my entire wardrobe. However after the purc hase I did not feel better with my new and relatively expensive perfect bag. It was not even big enough to fit al my personal belongings. I asked myself the question why I wanted that bag so badly and why the bag did not make me happier. Why didnt I just save my money for something more special? Why did I want much(prenominal) a fashionably item? Overall I asked myself the question what kinds of factors have influenced me to buy that special bag. Furthermore I asked myself if this mission was not a perfect illustration of factors that influenced my personal buying behavior. In the essay I will evaluate my purchase experience and analyze why consumers can buoy show a sure consumer behavior.According to Asome (2012) I am perfect employment of showing my genius with a real bag and that I want to be seen as an exclusive shopper. In the final stage I bought the bag to reward myself, to satisfy my psychological need and to try to make myself feel better. I spend hours in other shop s considering and comparing other diametric bags, not worrying around the price, but in the end anything kept me from buying that one and plainly bag. This purchase was a perfect physical exertion of my self-concept. I wanted define myself with this expensive and exclusive bag, but some factors have influenced my purchase. I did not choose for a cheaper alternative. I wanted to be associated and seen by others as a person who was up to date and following the latest fashion trends. However the bag was not even practical. The outside of my bag was saying more more or less my identity. My first choice was not based on the form or function of the bag but about the way I wanted to show my identity.People have reflections of their attitudes towards themselves. Whether these attitudes be negative of positive, these attitudes will help to make a decision about products or services. near attitudes are mechanically being influenced due to the past experience and the perception of cert ain products and services. However these automatically attitudes will not always lead to the same choices as it will be more influences by the social and heathen environment as s healthful up. Purchases can be lend oneselfd to boost consumers self-esteem or to reward themselves. This is what I did after saving money to buy the perfect bag. In the end the possessions of great deal will help to reflect their identities. According to Knor ang tatt (2010) Modern shoppers buy things to reward themselves, to satisfy psychological of necessity or to make themselves feel good. Consumers are being influenced by their perception, motivation, learning or beliefs and attitudes as well to buy a certain product. These psychological influences have an enormous impact on the consumer buying behavior.The gentleman is changing as well as the needs and wants of the consumers throughout the arena. Trends, technology, world and the World Wide sack are influencing the way mess are. These facto rs are affecting the buying behaviour of the consumer throughout the world. The globalization makes the world smaller as well as creating more demand for products and services. Marketers are constantly seeking to perceive how consumers behave around the world. They are trying to create gaps in the global market as well as responding to the needs of the customers. Their influence has neer been so strong due to the influence of programme, social media and advertising.The wait on by which population purchase products and services is influenced by their need and wants. According to Solomon (2007) the processes involved when individuals or assemblys select, purchase, use or dispose of products, services, ideas or experience to satisfy needs or desires. The process by which consumers decide which products and services they will select can be highly more complex and variable. (Solomon 2007). The consumers needs and wants are constantly changing. Nowadays the individual breathing in behaviour is in the middle of attention and it is a substantive practise of our every day liveness.My purchase was heavily influenced by the opinions and behaviours of my social group. All my friends did have a perfect bag that suited their entire wardrobe. I was influenced by having conversations about the latest fashion trends with my friends instead than being influenced by the commercials, magazines or advertising do by the marketers. I did not want to buy a bag from maybe even a more practical and more quality brand. I wanted to be approved by my friends that all loved that per centumicular brand.People share cultural values and have beliefs and attitudes about how they think the world should be. Other groups are influencing people as well their sub nicety or their social class. Buying a perfect bag does not mean that it signify my social status unless others in the reference work groups or social groups share the same ideas and beliefs as I did. In this case my reference group had heavily influenced me. The people who matter to me value the idea that I take to be style conscious, independent, show your identity with expensive clothes and following the latest fashion trends.My purchase was heavily influenced by the opinions and behaviours of my friends. All my friends did have a perfect bag that suited their entire wardrobe. I was influenced by having conversations about the latest fashion trends with my friends earlier than being influenced by the commercials, magazines or advertising made by the marketers. I did not want to buy a bag from maybe even a more practical and more quality brand, as I wanted to be approved by my social group that all loved that particular brand.Marketers have to try to identity reference groups of their cross markets. According to Bearden and Etzel (1982) reference groups concepts have been used by advertisers in their efforts to persuade consumers to purchase products and brands. The effect of the reference group is large on customer behaviors because they expose people to new behaviors and lifestyles. Looking at trends and innovation people interpolate their lifestyle constantly to keep going with the rest of the world. university extension groups influences attitudes and the self-concept as well. annex group usage of a brand provides user image associations and psychologi- cal benefit associations for brands (Muniz OGuinn, 2001). This means that certain brands are being used to create and define a consumers self-concept. Consumers want to link themselves with the things they like and they want to establish themselves to others through their brand choices. They are choosing for certain brands due to their self-image, brand image and the choice of the reference group. Reference groups are associated with certain brands. Customers want to be connected with a certain reference groups because they want to be associated with them. Escalas and Bettman (2003)states that brand use by reference gr oups is a source of brand associations, which deform linked to consumers men- tal government agency of self as consumers actively construct themselves by selecting brands with associations relevant to an aspect of their current self-concept or mathematical self. This means that consumers like the same things as the reference groups do. So customers are not only associated with certain brands as their reference group but also due their self-concept.I always had the intention to buy the bag because it suited my image but my reference group really pushed me a little turn of events more to by the bag in the end.Another aspect is the influence of culture that creates a certain meaning of products in different kind of societies. Every person carries within him or herself patterns of thinking, feeling and performing that were learned throughout their lifetime. (Hofstede 2005) Cultural influences are the basis of customer behavior because it is the way people act, create and learn thing s in the society. It creates a certain importance of things in life. According to Hofstede (2005) culture is the collective programming of the mind that distinguished the members of one group or category of people from others. This means that the subjective culture influence the practices, values and cognitive beliefs of consumers, which in the end influences the attitude and social norms as well. Culture differs from one society to another and so there are different consumer behaviour looking at different societies.Customers who strongly feel connected with their environment, care about their own culture and are giving thorough thoughts about certain products and services.Markets are identifying other kinds of cultural groups subculture, social class to understand the needs and wants of consumers as well.An interesting feature is consumers interpolate all the time. The world changes constantly and so do people. Consumers have the energy of being part of one subculture as well a s being influenced through other factors therefore they can change. Customer can have many assumptions about clothes, food, services and how people interact with all(prenominal) other. This has the ability to change after encountering different environments. However once something is embedded in peoples culture marketers imbed it difficult to change their well-established identity. It is something what people learned and found important right from the scratch. Symbols, heroes, rituals and values remain unconscious to those who hold them and roughly of the time only the practices of a culture can be learned and change throughout people lives.Generally all different kind of groups have the capability of unconscious closet to influence and to re-enforce people.The consumer choice is also being influence by the symbolical meaning of products and services. The level of betrothal plays an important role in the perception and importance of products and services. Most low involvement p urchases are close to of the time not showing heavily influenced consumer behaviour as these purchases have limited information and a simple decision process. High involvement products are associated with symbolic meaning for the consumers sense of the self. Their emotional processes rather than cognitive evaluation are influencing consumers. Consumers are taking symbolic meanings into account when they are thinking about a purchase and devising a consumption choice. According to Elliot (1998) these meanings also serve in the construction, maintenance and communication of social and individual identity. Low self esteem are most of the time associated with impaired and sometimes abdicative consumer behavior as well whereas products with symbolic meanings are embedded in the areas of the personal self behavior. Furthermore they are intensely integrated in the growth, affection and support of social groups and relationships. Thats because consumer are most of the time giving presen ts to each other containing a symbolic meaning. According to Wattanasuwan (2005) people employ consumption symbolically not only to create and sustain the self but also to locate us in the society. Again this is being influences by our self as well as being part of peoples own environment. Consumers make purchases when they contain symbolic meanings.I wanted to be buy the perfect bag that symbolized I am an independent and fashionably young women. In the end all consumption has a meaning of symbolism to create and identify the self as well as to be associated and viewed by others. According to Gabriel and Lang (1995) we consume clothes, hairstyles, shoes, cars, computers and other products that contribute to the symbolic means of self-identification, through which we align ourselves emotionally with those overlap our lifestyles. The perfect bag was an example of symbolism because I felt that I belong to the fashion group that I had created by buying the bag.Marketers, reference gr oups, social groups, and other outside factors do not only influence customers. People change and therefore their subconscious and conscious decision behaviour will change during their lifetime. Different life stages are changing the consumer behavior, material goods and their self-completion. A perfect example is celebrating Christmas once a year. Most people see Christmas as a memory of happy times. The transition of life stages makes people perceptions, attitudes and buying behavior different. Children are being more excited than adults. They are more nervous about how many presents they will get from the Santa clause every year. Adults are less excited and they want to respect Christmas with their family by having diner and catching up good old memories.This is something that marketers cannot influence as well because people change themselves.The world is rapidly developing and changing as a result values, needs and consumer behaviour are changing constantly as well. Nowadays consumers do not buy products only because of their main function or to satisfy their needs. Customers are choosing for products that have a brand personality that matches their own self-concept. It has become more complex where the todays role of products exceeds its basic role. Innovation, trends and the power of the World Wide Web are making the needs and the wants more complicated. Customers are seeking for products that fulfil and create their perceived value, personal and self- concept.However not only the consumer characteristics and the consumer physiological needs influence the choice of the consumer. People change themselves as well slice growing up. The different life-stages have the capability to loose certain product characteristics and psychological needs as well as creating a demand for other products and services. My perfect bag was a perfect example of being influenced by both internal and external factors. Two years ago I wanted the perfect bag and did everything to get the perfect bag. Now being older and having more knowledge and life experience I can conclude that I will never make such a purchase. The then internal, external factors and the transition of my life made me realize that they are more important things than such a materialistic bag. However I change all the time and I will never stop changing. What I value today is already going to be different tomorrow. Marketers, internal and external factors are always influencing my decision buying process. Maybe I wont fall for the perfect bag anymore but there will be something else that will influence me which will create and insist both my personal and self-concept again.Words 2523