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You and a group of your co-workers take a long lunch on Friday and
visit the local mall for a quick snack and some speed shopping. Being
polite and valuing your co-worker’s friendship, you don’t burst out in
laughter when you see what is unmistakably the most hideous blouse in
the history of Macy’s, not to mention how much she paid for it! Clearly,
you have MUCH better taste. Sorry, it’s not that simple. Consumer
behavior, or why we buy what we buy, is complex and influenced by our
culture, family values, self-image, and attitudes (just to name a few
factors).
After reading Chapter 5 in the text, paying special attention to the
characteristics of buying behavior starting on page 137, consider the
product you are using for your marketing plan. Which of the factors
influencing consumer buying behavior best fits your product, and how do
the factors drive the consumer’s likelihood to purchase? (For insights
into this, be sure to read Real Marketing 5.1 and 5.2). Is culture
important to your buyer behavior? How about self-concept or lifestyle?
Are there psychological motivations? Be specific and give examples
supporting your decisions.
