Analyzing Consumer Behavior

Running head: ANALYZING CONSUMER BEHAVIOR 1
Analyzing Consumer Behavior
Student’s Name
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ANALYZING CONSUMER BEHAVIOR 2
Introduction
Modern organizations are taking measures to gain competitive advantage. Understanding
consumer behavior is one of the tactics that companies are using to boost sales and gain the
competitive advantage. In this essay, theories related to personality and demographics are used to
analyze the purchasing decisions of three respondents with the aim of understanding consumer
behavior. The information obtained is used to derive characteristics of customers that are likely
to purchase the Dell XPS 13 computer. It is also used to show strategies that can be used in
marketing strategies using the learning and memory theories.
Analyze the Behaviors of Chosen Respondents Using the Theories of Personality
According to Udo-Imeh (2015), trait theory entails the measurements of characteristics
that define an individual’s personality. Initially, there were different characteristics developed by
psychologists such as Hans Eysenck that made it challenging to identify personalities thus the
Five-Factor theory and model of personality was formed (Udo-Imeh, 2015). The characteristics
included in the model are extraversion, neuroticism, openness, agreeableness, and
conscientiousness (Zaidi et al., 2013). In this case, the second respondent scored high on
extraversion, open to new experiences (openness), caring for others (agreeableness), and careful
(conscientiousness). She is also emotionally unstable because she scored high on moodiness
(neuroticism). The fifth respondent scored high on conscientiousness, extraversion, openness,
and low on neuroticism and agreeableness. The third respondent scored high on extraversion,
neuroticism, openness and low on conscientiousness and agreeableness. Those that prefer the
fourth option are extroverted, careful, and open to new experiences while the third option is
favored by one who is extroverted, open to new experiences and emotionally unstable.

ANALYZING CONSUMER BEHAVIOR 3
The second theory is psychoanalytic, which was developed by Sigmund Freud. Freud
argues that three structures (id, ego, and superego) in the unconscious influence behavior
(Awara, Essien, & Udo-Imeh, 2015). The id is the structure that focusses on the fulfillment of
basic needs and is driven by aggression and pleasure (Awara et al., 2015). It is also present at
birth. The superego is a structure that incorporates ethics in the fulfillment of needs (Awara et
al., 2015). The ego considers factors, such as cost and benefits, in the satisfaction of needs (Orji
et al., 2017). In this analysis, the second respondent uses the ego because she values the weight
and price. The third respondent uses the id because he focuses on the fulfillment of his need for
the computer (processor and memory). The fifth respondent uses the ego because he focuses on
the weight and warranty than processor and memory.
Neo-Freudian theories can also be used to analyze consumer behavior. According to
Sarker et al. (2013), these theorists agreed with Freud's opinion regarding the influence of the
unconscious mind and childhood experiences on personality. They also added the belief in the
impact of culture and the social environment (Onu & Garvey, 2014). Based on the theories, the
second respondent who is Australian is friendly because she scored high on the question about
sympathy towards others. Duarte et al. (2008) affirm that Australians are friendly. The third
respondent is American, and he scored high on extroversion. Crouch (2013) argues that
American culture favors extroversion. The fifth respondent who is German scored high on
consciousness or being careful. Zimmermann (2018) affirms this trait by stating that Germans
are cautious and perfectionists. This assessment reveals that the cultural aspects of the
respondents can be used to predict their behavior. The prediction can be used to explain
consumer behavior when the traits are analyzed using the trait theory.
Analyze the Behaviors of Chosen Respondents Using the Theories of Demographics