Consumer Behavior : Assignment

Running head: CONSUMER BEHAVIOR
Consumer Behavior
Name of the Student:
Name of the University:
Author note:

1CONSUMER BEHAVIOR

2CONSUMER BEHAVIOR
Introduction
This paper is going to examine the buying behavior process of the customers while buying a car. Recent interview of one of my cousins,
named Jasper has showed that the five steps of his decision making process. He said that that it includes the problem recognition, searching for
the information present for the product, evaluation of the alternatives present of the product, the product choice and the purchase evaluation
before buying the product (Yadav et al. 2013). However, this paper will present an info graphic of the consumer profile for buying a product.
The profiling of the customers will clearly present a profile of the present customers of the products with several different segments like the
demographic and role, the way customers perceive the chosen product, the self-concept and personality, the factor that motivates the customer to
buy the car, their emotions related to the product, the loyalty status and the current trends present in the industry.
Discussion
Consumer profile Info graphic
Consumer or customer profiling is a general description of the ideal customer of a company. It consists of demographics, likes and
dislikes their preferred brands or media channels (Yi and Gong 2013). Having a documented written profile of the customers’ helps in finding
the product or services which are best suited for the customers as well as market them much more affectivity (Ludwig et al. 2013).
Consumer profile of Jasper

3CONSUMER BEHAVIOR
Demographic-
 Age- Jasper is 29 years old
 Gender- He is a male
 Marital Status- Unmarried
 Ethnicity- White American
 Location or living situation - Austin
 Profession or Occupation- works in a multinational company
 Income- 45k monthly
 Education- System engineer
 Family size- 3
 Home owner- Father
 Description- He is a young boy, looking forward for buying a car that would attract his mates and has high longevity
How they perceive the car
 He perceives the brands like Toyota, Ford, Chevrolet and Honda to be the top and the most trusted brands of car.
 He perceives each of the brands on the basis of quality, safety, performance, value, design/style, environment friendly and innovation.
Self-concept and personality
 Jasper buys product heavily through online process
 He has a great spending power
 He is an expert level shopper
 He often spends money in buying gifts for his friends and families
 He also buys his family their daily need products
Motivational factors
 Jasper is highly motivated by high personalization
 He is also motivated by quick shopping features as well as quick transaction process
 The feature of great saving on the bundles of products also attracts Jasper in a great way
 Along with this, good suggestion of product gifting motivates jasper
Emotions
 He gets overwhelmed when he shops any product
 He always tends to feel superior to other and therefore, he wants to but the best one within his budget.
 He gets easily frustrated while shopping when he has to spend more time in buying any product
 He regards shopping as a chore and he always opts out for the most trusted as well most trusted path for purchasing any product
Loyalty status
 Jasper is a shifting loyal. He shifts loyalty from one brand to other after assessing which is the best one
Current trend in the industry

4CONSUMER BEHAVIOR
 Car sharing- the emotional attachment of the customers with cars have been decreased to a notable rate than a couple of years back.
Hence, car sharing has become very common even in the economies like the EMEA and the APAC regions.
 Crossover vehicles- Crossover has become a good hit in the current generation, which expects comfort of an SUV with the effectiveness
of the operational cost and the fuel (Conley 2016). A mixture between the daily the SUVs and the Sedans, crossover vehicle has emerged
as the most practical way for communicating without compromising the newer markets
 Use of the cloud technology in the automotive industry
 The pricing has been improved along with the block chain capability.
 Multi-terrain vehicles and baby boomers have been introduced. They provide an ease of the operations and comfort in the needed terrains
(Hsiao and Hsiao 2015).
 3D printing
 Electric cars
 Driverless with the autonomous vehicles.
 The big data has increased the role in the automotive industry
Conclusions
The buying behavior of Jasper is both positive and negative about the product. It is positive in the sense of choosing to look for good
things like quality, value and most importantly whether the car is environmental friendly or not. However, the negative aspect of his buying
behavior is that he always looks for specific brand in order to choose a car, without considering their margins.
References
Conley, J., 2016. SUV Advertising: Constructing Identities and Practices Fiona McLean. In Car Troubles (pp. 73-90). Routledge.
Hsiao, K. and Hsiao, Y., 2015. Multi-rotor aerial vehicle. U.S. Patent Application 29/502,242.
Ludwig, S., De Ruyter, K., Friedman, M., Brüggen, E.C., Wetzels, M. and Pfann, G., 2013. More than words: The influence of affective content
and linguistic style matches in online reviews on conversion rates. Journal of Marketing, 77(1), pp.87-103.
Yadav, M.S., De Valck, K., Hennig-Thurau, T., Hoffman, D.L. and Spann, M., 2013. Social commerce: a contingency framework for assessing
marketing potential. Journal of Interactive Marketing, 27(4), pp.311-323.
Yi, Y. and Gong, T., 2013. Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9),
pp.1279-1284.