Impact of Consumer Behavior on Business Decision

Running head: IMPACT OF CONSUMER BEHAVIOR ON BUSINESS DECISION
Title: Impact of Consumer Behavior on Business Decision (Script)
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1IMPACT OF CONSUMER BEHAVIOR ON BUSINESS DECISION
Findings of the research article
According to Chen, Lee and Yap (2017), consumers who have low control of
environment tend to buy more number of utilitarian products than hedonic products. People with
such control-led motivations were found to perceive higher loss of control by purchasing
utilitarian products.
It has been also found that since the utilitarian products are there to solve the everyday
problem-solving solutions for consumers, hence those products are of higher demand. By
compensating for the lack of control, people find utilitarian products to be highly useful.
Finally, the ‘control’ sense among individuals is affiliated by two constructs, which are
power and autonomy. It has been found that people try to create higher power in the society by
using higher quality brands and in this way, there is high demand for high-status products. On
the other hand, certain people who does not have the accurate sense of purchase outcome are
found to buy variety and unique products from same categories.
Recommendations for the organization
Amazon Australia has been chosen because it has wide variety of products including
several sub-categories from retail. It has more than 29 product and services that are offered in
Australia, which includes both local and international brands (Patchell, 2017). According to
Nguyen and Duncan (2017), even though unemployment rate in Australia has decreased from the
past decade however at present the rate has become stagnant to 5.6%. On the other hand, job
security, employee wage cutoff, change on trade policies are the reasons that make consumers
exposed to control-depriving situations. Therefore, it can be found that there is huge demand in
Australia for utilitarian products.