Consumer Behavior & Marketing Psychology

Running head: CONSUMER BEHAVIOR
Consumer Behavior and Marketing Psychology
Name of the Students
Name of the University
Author’s Note

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CONSUMER BEHAVIOR
Executive Summary
This very specific study has focused to make in-depth analysis about the various factors affecting
consumer behavior for an organization. In this study, issue has been identified in the customer
service system of Amazon. The primary role of customer service providers is to provide equal
respect and priority to every consumer. Consequently, customers would like to show their loyalty
towards the services. Amazon.com is one of the most recognizable e-commerce retailer services
occupying a prestigious place all over the World. Customers of various geographical areas tend
to receive the services of e-commerce brands. The primary role of customer service providers
should be providing services being unbiased.

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CONSUMER BEHAVIOR
Table of Contents
1. Selected product or services:.......................................................................................................3
2. Critical analysis of the issue:.......................................................................................................4
2.1 Customers’ decision-making process:.......................................................................................4
2.2 Individual, Psychological, Cultural and Social Factors affecting consumer behavior:.............6
2.3 The most recent marketing communications of this product or service:...................................7
2.4 The current marketing strategy:.................................................................................................8
3. Strategic recommendations:.......................................................................................................10
Reference List:...............................................................................................................................12

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CONSUMER BEHAVIOR
1. Selected product or services:
The overarching concept consumer behavior implies the decision on how people like to
make their decision before purchasing a specific product. With the gradual progress of business,
the needs and demands of the customers are changing gradually. Before purchasing a particular
product consumers intend to get detailed overview about the reliability of the specific product.
Customer loyalty is one of the integral parts of consumer behavior based on which an individual
consumer tends to choose a specific product or service from a particular organization (Solomon
2014). This very specific study has focused to make in-depth analysis about the various factors
affecting consumer behavior for an organization.
Amazon.com is one of the most recognizable e-commerce retailer services occupying a
prestigious place all over the World. After establishing the entire process of journey as a retail
supermarket chains, Amazon.com has drawn the attention of international consumers.
Customers’ decision-making is highly dependent on the reliability of brand quality of services.
FMCG is one of the most effective products with which Amazon has achieved business image
and reputation. Numerous recognizable brands such as Amway, Godrej, Amul, Emami are
available on Amazon (amazon.com 2017). However, in last few years it has been observed that
the purchasing rate of FMCG products in Amazon is exceptionally low. Research and
development analysts have identified that Amazon is unable to maintain service quality within
business process. In this study, issue has been identified in the customer service system of
Amazon. In comparison to the number of customers, the company is not effective enough in their
Customer Service System. As a result, the organization is unable to maintain a balance between
demands and supply.