Consumer behavior on a new product
Case Study: You need to read the case in the link below and prepare a 3 page report following the
format below.
1- Buyer Behavior – http://www.ijbcnet.com/2-11/IJBC-13-21005.pdf
A. Introduction: background study within 2 paragraphs.
B. Abstract or executive summary:
1-why is the study conducted
2-what is the problem
3-what is the methodology
4-what are the findings
5-suggestions within 2 paragraphs
C. What is the study dealing with or what is the statement of the problem within 1 paragraph
D. Cause of the problem within1 paragraph
E. Decision criteria and methodology and findings within 1-2 paragraphs
F. Recommend solution and what further study can be conducted within 1 paragraph
Solution
Introduction
Consumer behavior is found to depend upon factors that may be related specifically to the
consumer and sometimes to the sellers. The effect goods have on the consumers is one of those
factors. The prices of such goods are also a factor as consumers will forego buying some goods
because of their high prices. Consumers might not have the authority to make decisions on
whether to buy goods or not if the item they want to purchase is a necessity and not an option. In
some cases consumers are influenced to purchase some goods by the advertising or marketing
capability of the seller which in other words is referred to as impulse buying.
Sellers relay a wide range of information to the consumers to make them aware of the
commodities they offer not only for the economic considerations but also for corporate social
responsibility. Methods that are used by the seller to lure consumers are different depending on
various factors such as competition levels and the level of consumers including their
characteristics. The level at which sellers are able to communicate with the consumers can
determine how effectively they can persuade the consumers and the influence they have on them.
This report is aimed at analyzing consumer behavior and factors that influence consumers in
depth.
Abstract
The study was conducted to find out whether students who have graduated for
management studies are prone to impulsive or compulsive buying in their natural
environment. The study was also aimed at finding out whether the recent technological
advancements have effects on the consuming habits of students graduating in management
studies. The problem in the study is determining the level at which student-consumers adopt
new technology methods for their buying habits and how much they are responsible when it
CONSUMER BEHAVIOR 3
comes to buying commodities. Determination of the student-consumers to guard them against
compulsive and impulsive buying behavior is measured for a hundred and ninety-one
students.
The descriptive research uses survey method to find the responses of students. In this
case, the researcher hands out questionnaires to students who are to give their responses in
terms of their ability to resist impulsive and compulsive consumption and their ability to use
modern methods in purchasing. The researcher found that most of the student-graduates are
not comfortable with purchasing commodities using online methods which also guards
against them falling prey to impulse purchase. For the researcher to find results that are
reliable and not biased it has to be conducted within the limits of students and the category
which has already been stated, that is management graduate students.
Statement of the problem
The study is dealing with the issue of consumer behavior in relation to different factors.
According to Cachon, and Swinney, (2011, p. 779), consumer behavior is expected to change
depending on a range of factors such as trends in the current world. Such trends include fashions
and technological advancements which may improve the marketing capabilities of an
organization with relation to its competitors. In the case however, the implication of technology
has not been in a position to cause huge changes in the student-consumers possibly because they
are more educated on how to avoid impulse buying and problems in availability of economic
resources.
Cause of the problem
The problem is deemed to be caused by the introduction of the internet. De Mooij, and
Hofstede, (2011, p. 181-192) recognize that communication relating to various commodities is
CONSUMER BEHAVIOR 4
important in influencing consumer behavior as consumers can only find out the existence of a
product owing to the communication made and how much they are being reminded. In this case,
the internet functions as the best and most reliable platform for informing and reminding people
about new and already existing products. The trends caused by online buying methods and
techniques are a high chance of consumers buying even what they had not planned for which is
the reason for this study (De Muylder, et al 2013, p. 4).
Decision criteria and methodology and findings
The decision upon which the study is carried out is an unchanged environment whereby
the students are asked questions regarding their behavior as consumers. The questionnaires are
meant to find out the information students deem important such as how much they rely on the
online purchasing methods. The findings of the research based on the questionnaires are that
online marketing does not have very high effects on management students. According to Sparks,
Perkins, and Buckley, (2013, p. 1-9), the findings of this study are quite contrary to the
expectations of the audience as it is expected that online persuasion causes more impulsive
buying.
Recommendations
For more reliable results it would be important to have a survey that covers the overall
population so as to have a basis on which to gauge the results. For example administering
questionnaires to the general public such that not only students are involved would bring better
and more reliable findings. The reason why carrying out the study based on students only may
not be very effective is that students will be more educated and their economic resources are
limited. A basis for comparison would assist the reader in such a way that it will be possible to
differentiate between consumer behavior in students and in the general population.
CONSUMER BEHAVIOR 5
References
Cachon, G. P., & Swinney, R. (2011). The value of fast fashion: Quick response, enhanced
design, and strategic consumer behavior. Management Science, 57(4), 778-795. Retrieved
from; http://opim.wharton.upenn.edu/~cachon/pdf/cachon-swinney-2011.pdf
De Mooij, M., & Hofstede, G. (2011). Cross-cultural consumer behavior: A review of research
findings. Journal of International Consumer Marketing,23(3-4), 181-192. Retrieved
from; http://mariekedemooij.com/articles/demooij_2011_int_journal_cons_marketing.pdf
De Muylder, C. F., Dias, A. T., Gonçalves Filho, C., de Oliveira, L. C. V., & Alves, M. S. C. R.
(2013). Consumer Behavior and E-Commerce: Brazilian Case Study. International
Journal of Business and Commerce, 2(11), 1-15. Retrieved from;
http://www.ijbcnet.com/2-11/ijbc-13-21005.pdf
Sparks, B. A., Perkins, H. E., & Buckley, R. (2013). Online travel reviews as persuasive
communication: The effects of content type, source, and certification logos on consumer
behavior. Tourism Management, 39, 1-9. Retrieved from;
http://www.akademik.adu.edu.tr/myo/didim/webfolders/topics/content%20type.pdf
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