Consumer Behavior: Review and Evaluation of Checchi's 'Why Before You Buy'

This report provides a review and critical evaluation of Checchi's 'Why Before You Buy' article, discussing the major concepts of consumer behavior and psychographics. It includes a description of the article, analysis of its relevance to the topic, and case studies where psychographics are important. The report also evaluates the correlation between the reading and actual chapters, and provides recommendations for readers.

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Introduction
The focus of the report is on ‘Consumer Behavior’ and endeavours to conduct a review
and a critical evaluation of the major concepts or ideas presented in Checchi, A2016, The ‘Why
before you buy’ is key to connecting to customers. Consumer behaviour relates to the decisions
or actions critical to buyers intending to make their purchases. Moreover, the processes through
which products or services are disposed of is included in addition to the emotions of the buyers
which precede any purchases which are to be made (Solomon et al. 2014). On the other hand,
psychographics relates to the study as well as the classification of individuals through the
consideration of their attitudes, habits, aspirations or even values.
Discussion
Consumer behaviour
Consumer behaviour connotes the study concerning the decisions made by people
regarding the items to purchase and the classifications that they individually develop concerning
their needs and wants (Xiang, Magnini & Fesenmaier, 2015). In most cases, it often entails the
activities involved where purchases are to be made and the goods involved used or disposed of.
The client's responses which are mental, as well as behavioural, must be considered. Consumers
relate to buyers acting individually or for their respective organisations. The patterns evident
among buyers fluctuate depending on the commodities offered. The implication of understanding
the behaviour likely to be evident from clients is that their reactions to items or even services
introduced into the markets can be effectively analysed. Moreover, opportunities that companies
can exploit can be effectively underscored.

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Source: Jagdale (2014), Consumer behaviour and attitude
A description of The ‘Why before you buy’ is key to connecting to customers
The article underscores the inclination among clients to conduct extensive searches to get
access to what they might desire. The outcome is that enterprises are forced to figure out why
their clients might be involved in conflicting movements. According to Checchi (2016)
knowledge concerning the audience that an enterprise intends to serve is crucial. The outcome is
that clients can be enticed using the information which appeals to them.
The establishment of an online presence that is not only complete but also accurate is
essential if an enterprise is to connect with its clients (Cantallops & Salvi, 2014). Business
proprietors can be able to control how they appear on the sources available online. In addition,
the ease with which a business can be found must be accorded some thorough consideration.
More specifically, enterprises can make use of mobile device applications to increase their
visibility for potential consumers.
How the topic and the reading relate

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Both readings concern themselves with aspects necessary for consumers to finalise their
purchase decisions. As a topic, consumer behaviour is concerned in the determination of
processes through which clients decide to acquire available products or even services. Checchi
(2016), reinforces the provisions availed in the topic by covering the specific details of the
approach that enterprises can use to ensure that they achieve their targeted sales. In The ‘Why
before you buy' is key to connecting with customers, strategies applicable to obtaining
appropriate responses from clients are addressed. For example, Checchi (2016) insists that
information which relates to the pricing of commodities must be availed. Other details which the
needs among clients as well as the reviews that products might have obtained are equally
important. As a topic, consumer behaviour underscores the importance of effective information
as one of the triggers necessary for positive responses from the segments targeted by operational
organisations (Peck & Shu, 2018).
Analysis
Article evaluation
The article is good as it provides some insights into operational for modern enterprises.
The information is not only relevant but also timely. In addition, the article relies on data
obtained from surveys which sought to include the opinion of over 5400 consumers in addition
to secondary sources. Hence, the details availed by Checchi (2016) can be relied on owing to the
extensive research which was conducted. The utilisation of information obtained from primary in
addition to secondary sources increases the credibility of the details involved.
An assessment of whether or not I agree with the reading

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Yes, I agree with the provisions stipulated in the reading. Different audiences which an
enterprise may choose to target often have varying requirements concerning the information that
would facilitate their purchases. The implication is that it would then become possible to
generate content to aid an increase in the sales that an enterprise can make. Most enterprises
ensure that they use the sources available online. The presence that an enterprise can establish
online can influence individuals regardless of their demographic differences (Zhao et al., 2014).
For example, Deloitte established in one of its studies that for every three American consumers,
one is likely to make some purchases based on the information available on social platforms such
as Facebook or Twitter. Moreover, through the tracking systems available on mobile handsets,
clients can identify the stores from which they would prefer to make their purchases (Godey et
al., 2016).
Evaluation to determine the correlation between the reading and actual chapters as well as the
differences present in book theories and the reading
The book details the factors that determine the behaviour which might be prevalent
among consumers. The factors are categorised as psychological to include the beliefs,
motivations or perceptions of consumers. They can also be personal relating to an individual's
stage in the cycle of life, their circumstances which might be prevalent economically or even
their lifestyle. Moreover, an individual's occupation and the concept that they have of themselves
is equally important. Social factors also determine the behaviour which can be anticipated from
clients including the roles they are mandated to play in their societies. The culture and the class
that the individual belongs to socially determines the decisions they might make with regards to
commodity purchases. Checchi (2016) evaluates some factors which are essential in influencing
the behaviour which might be synonymous with an organisation's clientele.

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Case studies where psychographics are important
Psychographics ensure that consumer emotions are considered concerning the products
offered. For example, the strategy used by Apple for branding relies on psychographics to
develop the desired attachment with the consumers targeted (Juster, 2015). Clients are assured
that their lives can be made simpler through the elimination of aspects that may pave the way for
some unanticipated complexities.
Psychographic aspects ensure that businesses understand the preferences of their clients.
For example, Walmart makes efforts which are deliberate to ensure that it can access young
consumers. Such clients offer better prospects over the long-haul for the company. Hence, apart
from the utilisation of prices which are low, social platforms are relied on for the message
intended by the company to be communicated to its potential clients.
Psychographic information ensures that companies understand whether clients are
inclined to opt for products which are an indication of an individual’s perceived or actual status
(Zeugner-Roth, Žabkar & Diamantopoulos, 2015). For example, Coca-Cola realised that parties
interested in taking drinks to indicate their status prefer the brand. The result is that the company
has made some diversification to cater to the needs prevalent among clients who require
commodities which contribute to an individual's health.
Recommendations and conclusion
Scrutiny into whether the reading's proposals can be adopted and assessment of whether
psychographics are more important in comparison to demographics

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The proposals offered in the reading should be adopted. The utilisation of gadgets which are
electronic is likely to increase. This implies that the information that accrues to an enterprise is
more likely to be utilised by potential buyers when it is available online as well as physical
sources. Psychographics and demographics have some equal importance. When combined, they
offer accurate information necessary for the satisfaction of the demands that clients might make.
Recommendations to other readers concerning the information provided
Readers can make use of the information depending on whether they are potential buyers
or business proprietors. The features which are key to making purchases are communicated in
the reading and the sources from which appropriate information might be obtained. Moreover,
readers are made to understand that the landscape in which trade is to take place is bound to be
subjected to extensive modifications owing to the advancements in technology.

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References
Cantallops, A. S., & Salvi, F. 2014 New consumer behaviour: A review of research on eWOM
and hotels. International Journal of Hospitality Management, 36, 41-51.
Checchi, A. 2016 The ‘Why before you buy’ is key to connecting to customers, Entrepreneur
Asia Pacific,https://www.entreprenuer.com/article/284634.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. 2016
Social media marketing efforts of luxury brands: Influence on brand equity and consumer
behaviour. Journal of business research, 69(12), 5833-5841.
Jagdale, M. 2014 Consumer behavior and attitude. Retrieved from
https://www.slideshare.net/jagadalemahesh/consumer-behavior-and-attitude
Juster, F. T. 2015 Anticipations and purchases: An analysis of consumer behaviour. Princeton
University Press.
Peck, J., & Shu, S. B. 2018 Erratum to Psychological Ownership and Consumer Behavior. In
Psychological Ownership and Consumer Behavior (pp. E1-E1). Springer, Cham.
Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R. 2014 Consumer
Behaviour: Buying, having and being (Vol. 10). London: Pearson.
Xiang, Z., Magnini, V. P., & Fesenmaier, D. R. 2015 Information technology and consumer
behaviour in travel and tourism: Insights from travel planning using the internet. Journal of
Retailing and Consumer Services, 22, 244-249.
Zeugner-Roth, K. P., Žabkar, V., & Diamantopoulos, A. 2015 Consumer ethnocentrism, national
identity, and consumer cosmopolitanism as drivers of consumer behavior: A social identity
theory perspective. Journal of international marketing, 23(2), 25-54.

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Zhao, H. H., Gao, Q., Wu, Y. P., Wang, Y., & Zhu, X. D. 2014 What affects green consumer
behaviour in China? A case study from Qingdao. Journal of Cleaner Production, 63, 143-151.