Essays on Consumer Behaviour - Luxury Items, Food Products, Technological Items, and Clothing Coursework

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The paper "Consumer Behaviour - Luxury Items, Food Products, Technological Items, and Clothing" is a great example of business coursework. The paper is divided into two sections, the first of which deals with how a number of external factors influence consumer behaviour. The following factors are discussed in detail: reference groups, family, social class, culture, and subculture. All the aforementioned factors influence consumer behaviour at different levels. The family unit, in particular, exerts more influence on consumer decisions than the remaining factors. Culture and subculture were the other factors that were found to have a significant influence on consumer behaviour. The second section of the paper deals with different regulations concerning consumer protection.

This section is divided into four subsections: 1.Consumer decision making 2.Opinion leaders and innovation 3.Public policy, legislation, advertising, pricing, and consumer ethics 4.Consumer protection In this section, I discuss all major laws and legislation dealing with consumer behaviour and protection. Throughout this paper, I use examples to illustrate some of the ideas discussed. The paper then concludes with a summary of the main ideas presented. Introduction Many external factors influence consumer behaviour on various levels. Electronic devices, which are the most common consumer items currently in circulation, have a short life cycle.

When a company develops a new item or model, it sells many units in the first few months of the item’ s release before sales quickly fizzle out. In contrast, the service industry has a much longer life cycle. This industry, which deals with providing services to consumers, remains largely the same over an extended time period. Improvement and progress in the service industry are measured on a repeat basis. This means that a service is only said to be successful after customers repeatedly use it.

Improvement in the technological industry is based primarily on consumer feedback. Consumers continually purchase new products and services; therefore, legislators have created a number of laws to regulate the consumer market. Both consumers and suppliers must be protected from any unfair treatment from either side. For this reason, many laws and regulations dealing with consumer protection have been formulated. This paper deals with a number of consumer items— such as luxury items, food products, technological items, and clothing— and how these are influenced by various factors. How Reference Groups Affect Consumer Behaviour A reference group can be defined as a specific group of persons who behave in a certain way (Blythe, 2013, p.

50). Therefore, a reference group consists of people who share the same opinions and ideas. It can also be defined as a group of people who idolise a certain person or persons who then influence their behaviour (Blythe, 2013, p. 51). According to Hoyer and Macinnis (2008), “ This is the reason why sometimes athletes, musicians, or movie stars serve as reference groups, influencing how people evaluate information and the choices they make” (p.

15). Through socialisation, reference groups significantly affect consumers’ purchase of luxury items. People of the same reference group interact with others who behave in a similar manner. In this way, reference groups influence the social behaviour of their members. Through socialisation, members of a single reference group develop similar attitudes and behaviours towards the same consumer products. Research shows that members of the same reference group purchase luxury items that other members in their reference group use, thus effectively influencing each other’ s consumer decisions (Hoyer & Macinnis, 2008).


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