Understanding Consumer Behavior Question Answer 2022

Running head: CONSUMER BEHAVIOUR
Consumer behaviour
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1CONSUMER BEHAVIOUR
Question 1 – What motivates a consumer to resolve a recognised problem?
In resolving a recognized problem, there are number of internal and external factors
play important roles. One of the major internal motivations is to achieve the desired state.
This refers to the fact that customers are having certain level expectations from a particular
product and service and if the recognized problem creates challenges in meeting the desired
state, then they will be motivated to solve the problem. On the other hand, the major external
factor is meeting the social expectations (Chen, Lu and Wang 2017). For instance, if the
customer is having the understanding of the fact that a recognized problem is creating
challenges is meeting the social expectations, and then also it will motivate the consumer in
resolving the same.
Question 2 – Internal information search involves recalling information about brands,
attributes, evaluations, and experiences. Explain these four types of
information, as discussed in the lecture and textbook.
Brand information refers to the process of goodwill or negative word of mouth
regarding the particular brand. In this case, the customers carry a particular
brand as positive and negative assumed their products as same. In the case of
the internal search through brand, customers first clarify whether the product is
from an assumed positive brand or not. On the basis of the assumption
regarding the brand in the mind of the customers, purchase decision process is
initiated (Homburg, Allmann and Klarmann 2014). The next type is attributes
that refers to the process of matching the product attributes with their own
criterions. This is an effective type of internal search because of the rationality
involved. In this process, the customers set a certain criterions and based on
that they match the same with the products. The more will be the matching
attributes, the more will be the probability of getting selected. The next type is
evaluations that refer to the process of evaluating the utility of the product and

2CONSUMER BEHAVIOUR
initiating the decision on the basis of that. The last type of internal search is
experiences and it is the most popular method. In this case, the past
experience regarding a particular product influence the customers in their
decision making process.