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Consumer Behavior - Perception

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Item s unavailable for purchase. Please review your cart. You can remove the unavailable item s now or we'll automatically remove it at Checkout. To understand customer behavior, marketing experts usually examine the buying decision processes, particularly factors that trigger customers to purchase a product. Business managers spend a lot of money and time to discover what compels customers to take such on-spot decisions. Customers adjust their purchasing behavior depending upon individual needs. On some levels, customer choices could be quite random. Every decision to buy, has meaning behind it, even though it may not always seem rational.

Purchasing decisions could stem from social situations, personal emotions, values, and above all, goals.

People buy for satisfying various sorts of needs that may not be solely utilitarian. These needs could be biological or physical, for security, love and affection, to get esteem and prestige, for self-fulfillment, and a hundred other reasons.

Such a focus may link products and services either to an attainment of belonging, or link them with persons similar to those with whom others like to relate. Prestige is yet another intangible need.

How self-discrepancies drive consumer behavior

People concerned about their status are ready to pay for that. Products and services appealing to such a need are considered high profile. Targeting this segment of the market means that the demand trajectory of luxury items is usually reverse of the standard i. Some equate needs with a particular class of products. For instance, a desire to achieve something may drive people to carry out difficult tasks, and invest in tools and self-improvement programs, and similar things. Personality traits are also imperative for establishing how customers meet their needs.