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Consumer behaviour Essay Example

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Consumer behaviour

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Finally, self-actualisation needs indicate a person’s desire to become the most that he can be (Ibid).Psychological literature reflects that emotional factors can have a great influence on every stage of decision making in the purchasing process. “An emotion is defined as a state of psychological arousal with cognitive aspects that depend from the specific context” (Consoli, 2009). The primary emotions include anger, fear, joy, sadness, surprise, and disgust (Ibid).While analysing the emotional drivers influencing the purchase of a Ford Fiesta car, it seems that an improved brand image of the Ford is the major emotional factor capable of affecting this purchase. Since Ford Fiesta is a luxury car available only in selected dealers’ show rooms, consumers consider it as a status product, and esteem needs influence them to purchase this vehicle. People think that purchase of a Ford Fiesta car can add to their social image, which in turn is an inevitable ingredient to achieve self-actualisation. Although Ford Fiesta is a luxury car, it is affordable to average people, and therefore it can greatly satisfy consumer’s financial security needs. Positive customer reviews and mouth to mouth publicity often encourage customers to buy products/services. Ford Fiesta maintains Facebook and Twitter pages to create a better brand image in the automobile world. Independent car reviews by experts and television channels indicate that Ford Fiesta is a car with superior quality and performance (US News). Such positive product reviews give customers a sense that this car model can meet their family’s travel needs. Finally, popular advertisements also assist the Ford Fiesta to influence consumer buying behaviour and thereby the purchase decision significantly.The process of attitude formation can considerably affect the buying behaviour of individuals. Scholars suggest that the process of learning can be attributed to most of the attitudes one holds. Attitude formation can be simply related to how individuals form perceptions of people, places or things. The main difference between attitude and personality is that the former is subjected to changes as a function of experience whereas the latter is less likely to change over the time. An individual’s exposure to attitude objects may notably impacts the way he forms his attitude. This idea is regarded as the ‘Mere-Exposure Effect’. A person’s attitude formation is mainly affected

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Aswathappa, K. 2005. Human Resource And Personnel Management. New Delhi: Tata McGraw-Hill Education.

Consoli, D. 2009. “Emotions that influence purchase decisions and their electronic processing”. Annales Universitatis Apulensis Series Oeconomica, 11(2): 996-1007.[online] available at: http://www.oeconomica.uab.ro/upload/lucrari/1120092/45.pdf [accessed 29 May 2014].

Gülhan, M. 2014. Social Learning Theory. .[online] available at: http://prezi.com/hn2i3mz4t5pc/social-learning-theory/ [accessed 29 May 2014].

McGregor, S. L. T. 2008. “Conceptualizing Immoral and Unethical Consumption Using Neutralization Theory”. Family and Consumer Sciences Research Journal, 36; 261.

Reed, A., Wooten, D. B & Bolton, L. 2002. “The Temporary Construction of Consumer Attitudes”. Journal of Consumer Psychology, 12(4), 375–388.

US News. ‘Best Cars’. [online] available at: http://usnews.rankingsandreviews.com/cars-trucks/Ford_Fiesta/Performance/ [accessed 29 May 2014].

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preview essay on Consumer behaviour
  • Pages: 4 (1000 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
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