Essays on Consumer Behavior Importance Coursework

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The paper "Consumer Behavior Importance" is an outstanding example of marketing coursework.   Consumer behavior can be defined as the process through which consumers select, buy and consume goods or services in order to satisfy their wants. The consumer buying process involves a lot of stop including need identification where the consumer recognizes that they need something and the consumer tries to find the best product that will satisfy the need they have. They then select the product that only promises the greatest utility. This process is affected by a number of factors including personal, cultural, social, personal and psychological.

Psychological factors include motivation, consumer attitude, emotion, perception, learning and memory, personality and lifestyle. The report sought to analyze five journal articles on the topic of personality and lifestyle and how this affects consumer behavior. The first article by Mulyanegara & Tsarenko, (2009), the researchers sought to find out whether there is a relationship between the brand preference of the consumers and their personalities and values. The study was carried out in the Australian fashion market. The second article which was a report by Mathur, Moschis & Lee (2001) sought to investigate what cause changes in the brand preferences of consumers over time.

The third article Chung-Hoon & Young-Gul, (2003), the researchers were investigating the main factors that affect consumer behavior in online shopping where the consumer and the marketer do not meet face to face. In the fourth article, the authors Stá vková , Stejskal & Toufarová (2008) sought to find out the factors that influence consumer behavior on various commodity groups. The fifth article authored by Verbeke, Vermeirb & Kare (2007) sought to find out Consumer evaluation of fish quality as the basis for fish market segmentation.

This report will review the five article and analyze how personality and lifestyle have been shown to affect consumer behavior from one consumer to another as well as give the implication of this to the marketers. Scope and objective The main objective of Mulyanegara & Tsarenko, (2009) was to find out whether values and personality did affect what consumers in the fashion industry preferred. The research was conducted in Australia. According to the researcher, fashion industry being a relative dynamic one, there was a need to understand what affect consumer preferences and hence their final choice as that would help them in market segmentation and in determining precisely which market they would target.

The authors note that when it comes to the fashion industry, self-congruity theory is very crucial as it argues that when it comes to making fashion choices, consumers and especially the young adults ho comprise the majority of the main market are mainly influenced their self-concept and it is therefore important for marketers in the industry to understand the personality traits (Piacentini and Mailer, 2004).

In the second article by Mathur, Moschis & Lee (2001), their main purpose was to present an understanding of what causes changes in brand preferences in a relatively unexplored approach. They specifically wanted to analyze the effect of lifestyle changes that come with transitions into new roles and which may force individuals to adapt to new lifestyles and how this will then affect changes in brand preferences. The study was conducted in the U. S.A. in the third article by Chung-Hoon & Young-Gul, (2003), the main objective was to find out the relationship between various features of online shopping and consumer buying behavior.

The study was conducted in Korea. In the fourth article by Stá vková , Stejskal & Toufarová (2008), the main objective of the study was to find out how several surveyed factors including lifestyle, purchasing behavior type (routine or habit-based) that affect consumer buying behavior of various commodity groups including education, recreation and culture, vitamins, pharmaceutical, telecommunication, post services, accommodation and boarding, footwear and clothing, tobacco and alcoholic drinks, food and non-alcoholic drinks.

The study was conducted in the Czech Republic. The fifth article authored by Verbeke, Vermeirb & Kare (2007), the main objective was to find out how consumers evaluation and perceptions have affected the consumption of fish. With the increased campaign of healthy eating due to lifestyle diseases, many consumers have changed their lifestyle and this has had an impact on the consumption of fish.


Andreasen, Alan R. (1984), "Life Status Changes and Changes in Consumer Preferences and Satisfaction," Journal of Consumer Research, 11 (December), 784-94.

Mathur A, Moschis G, & Lee E (2001) ,"A Study of Changes in Brand Preferences", in AP - Asia Pacific Advances in Consumer Research Volume 4, eds. Paula M. Tidwell and Thomas E. Muller, Provo, UT : Association for Consumer Research, Pages: 133-139.

Stávková, Stejskal & Toufarová (2008), “Factors influencing Consumer behaviour.” Volume 54, 2008 (6): 276–284. Agricultural Journals

Chung-Hoon Park, Young-Gul Kim, (2003) "Identifying key factors affecting consumer purchase behavior in an online shopping context", International Journal of Retail & Distribution Management, Vol. 31 Iss: 1, pp.16 - 29

Verbeke , Vermeirb & Kare (2007) “Consumer evaluation of fish quality as basis for fish market segmentation”. Food Quality and Preference volume 18 (2007) 651-661. Science Direct journals

Mulyanegara, R. C., Tsarenko, Y. and Anderson, A. (2007). 'The Big Five and Brand

Personality: Investigating the Impact of Consumer Personality on Preferences

Towards Particular Brand Personality', Journal of Brand Management advance

online publication,

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