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The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as the psychology of how consumers think, feel, reason, and select between different alternatives; the psychology of how the consumer is influenced by his or her environment; the behavior of consumers while shopping or making other marketing decisions; limitations in consumer knowledge; and how marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer. Understanding these issues and others helps us adapt our strategies by taking the consumer into consideration. By understanding the consumer, we will be able to make a more informed decision as to which marketing strategy to employ.For the first category, a mundane product or service that cost $5 or less, I interviewed my friend Ben Umanous. Ben is a freshman in college, 1 years old. He is of Filipino decent but is essentially American. The product that Ben purchased was a DVD, a Jackie Chan movie, First Strike, that was on sale for $4. at Best Buy. Ben had previously viewed this movie and enjoyed it immensely. If he were to own the movie he would be able to enjoy it whenever he wanted. Along with the fact that he really liked the movie, he would be able to view it anytime he pleased, Ben also has a DVD collection that he is building upon. He wanted to add another Jackie Chan movie to the collection. That fact that it was a DVD was a very important attribute. Had it been a VHS of the same movie Ben would not have made the purchase. The final attribute was the price. It was incredibly inexpensive compare to the normal price of a DVD. Several buyer characteristics that influenced the purchase were Ben's want for a Jackie Chan movie, as well as his collection of DVD's. In this situation the price was merely an added bonus. Ben stated that he would probably have still purchased the movie had it been full price. This movie in particular was high on his list of purchases to make. He went to best buy specifically looking for a DVD to buy. He already wanted to own this movie and the fact that it was only sale only further convinced him to purchase it. There were several other alternatives that he was considering, but they were all DVD's that he had enjoyed. Videotapes were not alternatives because Ben would not buy and movie on VHS no matter what the price. The final decision to purchase the product was a combination of want for the product, price and the fact that it was available; he had not seen it at many other stores. This was a first time purchase of this DVD but not a first time purchase of a DVD from Best Buy. Ben chose to go to best buy because he knows that the selection is good as well as low prices. Ben was very satisfied and will definitely return to Best Buy for DVD's as well as other things in the future.For the Second category I talked with a friend, Sterling Haukom about how she had recently purchased a pair of Harley Davison boots for $110.00. Sterling is also a student; she is 1 years old and is mulatto. Several people who played roles in the decision making process were her parents, Don and Pam Haukom. They were helping purchase the boots and had to approve of them before they were bought. The buying of the boots solved Sterling's want or need for a new pair of boots. Several product attributes that were very important to Sterling when she considered the boots were color, they needed to be black, they style she was looking for, and of good quality. The brand was only important to her because it represented good quality. The fact that Sterling likes boots in general was a characteristic of her that impacted the purchase. Several external and internal factors that triggered the need awareness was the fact that boots are in style she set out to buy boots. Factors that caused her to buy the boots she purchased in particular were the style of the boot, she liked the way they looked, price mattered but the trade off of good quality was worth it. Pam (Sterling's mom) was the one who spotted the boots while they were shopping. They were shopping specifically for boots. They had visited several other stores and there were definitely other alternatives but the style of the Harley Davison boots best fit the kind of person she is. The final choice to purchase the boots was determined by the fact that they best fulfilled the mental image of what she wanted her boots to look like, and they were of good quality so they would last a long time. It was Sterling's second time buying Harley Davidson boot, but her first time buying boots of that style. The boots were purchased there because that was the only place she knew of where the boots were being sold, she liked them, and could afford them. Sterling was very satisfied and she would purchase them again.
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