Impact of Consumer Behavior on Business Decision

I M P A C T O F
C O N S U M E R
B E H A V I O R O N
B U S I N E S S
D E C I S I O NN A M E O F T H E S T U D E N T :
N A M E O F T H E U N I V E R S I T Y :
A U T H O R ’ S N O T E :

FINDINGS OF THE
RESEARCH ARTICLE
• Low-control consumers are found to acquire utilitarian products due to:
– Motivation from perceived loss of control that engages the consumers to
problem solving nature
– And the typical everyday problem solving value arising from the products
• It has been found that by purchasing utilitarian products people
compensate for their lack of control as these products ensure solving
problems of everyday life (Chen, Lee and Yap 2017)
• Sense of control among individuals have been found to be affiliated with
two constructs, which are power and autonomy
– Threat to one’s own power triggers the requirement of high-status product
– A threat to autonomy triggers the requirement of unique products