Science and Consumer Behavior

Running head: SCIENCE AND CONSUMER BEHAVIOR 1
Science and Consumer Behavior
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SCIENCE AND CONSUMER BEHAVIOR 2
Executive Summary
Consumer behavior is best understood by developing efficient customer relations.
Marketers estimate and restructure the future demands of a product using the profile of the
existing products and operations of their business to meet new demand and to capture new
markets. The motor vehicle industry is sensitive to factors such as the macroeconomic
dynamics due to events such as financial and banking crises, which are beyond the control of
the company. Having no control of such externalities can be frustrating enough. However,
marketers can influence their business growth by focusing on how best they can achieve
customer satisfaction and consumer loyalty. Marketers who analyze and understand
consumer behavior are concerned with how consumers make their choices and decisions. It is
therefore critical to understand that buyer behavior is affected by several factors which
encompass personality and demographics. This report shows an analysis of consumer
behavior and particularly the personality and demographic influences on motor vehicle
purchasing.

SCIENCE AND CONSUMER BEHAVIOR 3
Table of Contents
Executive Summary.........................................................................................................................2
1. Introduction..................................................................................................................................4
2. Analysis of Respondents Behavior Based on Personality Theories............................................4
2.1. Why their rankings of evaluative criteria are different.........................................................4
2.2 Why their choices of motor vehicles are different.................................................................5
3. Analysis of the Respondents Behavior Based on Demographic Theories..................................6
3.1 Why their rankings of evaluative criteria are different..........................................................6
3.2 Why their choices of motor vehicles are different.................................................................7
4. Recommendations........................................................................................................................8
4.1 Characteristics of likeliest customers....................................................................................8
4.2 How to attract these customers by applying learning and memory theories.........................8
5. Conclusion...................................................................................................................................9
References......................................................................................................................................11

SCIENCE AND CONSUMER BEHAVIOR 4
1. Introduction
The motor vehicle industry is a key sector of the global economy. The automotive
industry is highly competitive having more than 50 key players or manufacturers across the
globe, (Munywoki, 2016). The author regards the industry as a significant source of revenue
and is also labor and capital intensive. Consumer behavior mirrors how different people
choose what to buy with regards to both goods and services hence achieving customer
satisfaction through customer relations. Customer satisfaction refers the degree to which a
given commodity or service satisfies the needs, wants and the ultimate expectations of the
customer (Santos, Varnum, and Grossmann, 2017). Efficient marketing starts with
understanding the consumer behavior.
2. Analysis of Respondents Behavior Based on Personality Theories.
2.1. Why their rankings of evaluative criteria are different
A trait refers to the predisposition to behave in a certain way in a given situation
(BBA/Mantra, 2019). According to Keller (2016), patterns of individual behavior are stable
and enduring, and as a result, are highly reliable factors that marketers can utilize to develop
their brands. According to the trait theory, an individual's traits are the primary factors which
influence the response given by that individual. The differences in the ranking of the
evaluative criteria of the motor vehicle buyers, (respondents 2, 3, and 4) arise because
basically, consumers purchase goods and services to reflect their personality. In addition, the
rankings of evaluative criteria of respondents 2, 3, and 4 vary because they all have unique
personalities and preferences.
Some of the personality traits that were measured by the questionnaires filled by
respondents 2,3 and 4 include extroversion, introversion, efficiency, individualism or