Analysis of Consumer Behavior: Personality and Demographic Factors

This report presents an analysis of consumer behavior, examining the influence of personality traits and demographic factors on purchasing decisions. The study begins with an introduction that highlights the significance of understanding consumer buying habits and the role of both internal and ext...Read More

Running head: ANALYSIS OF CONSUMER BEHAVIOR
ANALYSIS OF CONSUMER BEHAVIOR
Name of the student
Name of the university
Author note

1ANALYSIS OF CONSUMER BEHAVIOR
Table of Contents
1. Introduction..................................................................................................................................2
2. Analysis using the theories of personality...................................................................................2
3. Analysis using the theories of demography.................................................................................4
4. Recommendations........................................................................................................................6
References........................................................................................................................................8

2ANALYSIS OF CONSUMER BEHAVIOR
1. Introduction
The different personality traits help in identifying the buying behavior of the consumers
depending on the needs of the same. Alternatively, recognition of the demand of the customers
of the business has helped in maintaining the different levels of modifications to support the
sustenance (Wirtz et al., 2013). Buying habit of the consumers of any organization is influenced
through the internal and the external factors that drive their instincts to make a buy of the
products that they feel might be helping them to lead a good lifestyle. The different
considerations that are undertaken by the customers before making a buy are quality of the
products, pricing and the like. On the other hand, the organization take steps to analyze the
demand of the customers based on their demography and the personality of the customers in the
market.
The report aims at studying the survey that was undertaken earlier and thereby make an
analysis of the customer demands, which helps in making a buy of the commodities that are
presented by the organization. It will be helping to undertake steps to identify the personalities of
the customers and thereby take recommended actions to bring in changes in the product and
pricing to suit the needs of the target bans of customers.
2. Analysis using the theories of personality
The customer prefers to buy products that are relatively cheaper and thereby the customer
has chosen the medium priced products to facilitate modifications in the systems of an
organization. The different aspects of changes in the systems of the firms are dependent on the
functioning of the organization in the market. Identification of varied buying behaviors of

3ANALYSIS OF CONSUMER BEHAVIOR
customers is dependent on the understanding of the personality trait of the customer who tends to
buy the cheap priced products. The price sensitive behavior of consumers helps in establishing
varied changes in the processes of organizations (Reed II et al., 2012). The survey has also
helped in identifying the demographics of the customer.
The key elements of the modification in the systems of the organization can be judged
through the preferences of customers and thereby bring in changes in the proceedings of the
business firms through the utilization of different tools that helps to enhance the experience of
female customers in the market (Albert & Merunka, 2013). The survey helped in establishing
the identification of the competencies to understand the psychology of the customer while
making a buy of the product. The customer is moody and thereby makes frequent shifts in the
decisions. Therefore, the product is required to be a perfect one to suffice to the needs of the
customer.
The customer, in this context requires a light weight laptop which she would be carrying
to her workplace, probably. Therefore, the company must shed light in the expectations of the
customer to devise a product more appropriate to fit into her preferences. On the other hand, the
innovative approach of the customer is depicted through her mindset of trying on new range of
products (Stokburger-Sauer, Ratneshwar & Sen, 2012). It is believed to bring in different
changes in the decisions taken by the customer to make a buy of the product that is offered by
the organization. The quality of the product and the features attracts the attention of customers in
the market. Alternatively, the delineation of the needs of the customers to carry the laptop, being
a female candidate, will be helping the organization top devise a product that is light and has
add-ons.

4ANALYSIS OF CONSUMER BEHAVIOR
The performance of the laptops will be helping the designer to undertake professional
systems. On the other hand, the professional has chosen the devise with the high storage capacity
to fit into the needs of the same to store the designs more safely (Tuškej, Golob & Podnar,
2013). The identification of the demographics and the manner in which the behaviour of the
customer is affected is dependent on particular requirements of the consumer depending on the
product offerings of the organization. The enhancements in the product offerings of the
organization will be helping the business to adhere o the instinctual decision- making that is
undertaken by the customers of the organization. The identification of the psychologies will be
helping the organization to bring in changes in the product offering as per the needs of the
organization to bring in changes in the systems of the business.
3. Analysis using the theories of demography
The respondent 1 is a 19- year-old male Korean candidate studying in a university.
Therefore, the identification of the affordability of the customer is dependent on the
identification of the financial situation of a student. The delineation of needs of a university
student will be helping the organization to maintain and innovate quality in the product offerings
as per the Market competitiveness. The price of the commodity influences the buying decisions
that are made by the customer (So et al., 2013). Alternatively, the recognition of the decision
making systems that are undertaken by the candidate influences the buying behavior of the
customers in the market. The instincts that instigates the buying behavior of the customer as to
low budget plans has helped the organization to deduce changes in the product offerings to fulfill
as per the expectations of the customers.

5ANALYSIS OF CONSUMER BEHAVIOR
Evaluation of buying behavior of respondent 2 26 year old female customer can help the
organization to stimulate modifications in the different units of the business as per the
expectations of the same. The respondent is an Australian who focuses more on the weight of the
laptops. The candidate is a flight attendant, by profession. Therefore, the customer has chosen
light weight laptops that would be easier for her to carry while performing her job role. The
recognition of the requirements of the clients will help the company to develop laptops that are
lighter than usual. It will be helping the organization to devise products as per the necessities of
the customers. On the other hand, the customer relies more on the quality of the products other
than focusing in the high price (Riefler, Diamantopoulos & Siguaw, 2012). Therefore, the
organization must enumerate steps to bring forth innovations in the product offerings and thereby
maintain quality of the laptops through assessing the needs of the customers while working in the
market.
The respondent 3 is a 38 year old American male who is by profession a fashion
designer. the person stressed more on the Memory, hard drive, and video card, which helped in
establishing the varied amount of modifications in the unit offerings of the organization.
Recognition of the demand of the consumers helped the organization in maintaining the different
product level strategies to suit the purpose of the customers (Martínez & del Bosque, 2013).
The customer cares more for the price along with the quality of the products to support the
professional ventures that the person is aiming to undertake. Moreover, the memory and hard
drives are necessary for the customer to save and record the designs that are made by the person.
The recognition of the demands of the customers helped in establishing the varied transitions in
the systems of the business. Alternatively, the delineation of the demands will be helping the

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businesses to develop systems that will be helping customers to get their desired products
through the organization.
4. Recommendations
The recommended actions that might be undertaken by the organization is dependent on
the identification of the needs of the customers and thereby analysing the buying behaviours of
the same in the market. This section of the report helps in identifying the recommended actions
that might be undertaken by the organization to enhance the experience of the customers who are
looking forward to buy the products:
 The company must take steps to improve product ranges and thereby create proper
pricing strategies to attract the attention of the different range of customers. The company
must take steps to develop low budget laptops to bring in modifications in the processes
of manufacturing products in the market. Alternatively, the identification of the needs of
the customers (Similar to Respondent 1) will be helping the business to attract high range
of customers in the market.
 The company must also take steps to develop features and thereby introduce light weight
laptops to adhere to the different needs of the customers in the market. According to the
respondent 2, the company must take steps to develop more viable light weight laptops as
it will be helping the customers to carry it along with them in their respective workplaces.
 The organization must take steps to enhance the storage capacity of the laptops to adhere
to the storing requirements of the customers. Several customers use the laptop as a tool
for their smooth functioning in the office through the transmission of important data and
presentations. Therefore, the company must take steps to improve the storage systems of

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the laptops to bring in changes in the product offerings as per the requirement of the
customers.

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References
Albert, N., & Merunka, D. (2013). The role of brand love in consumer-brand
relationships. Journal of Consumer Marketing, 30(3), 258-266.
Martínez, P., & del Bosque, I. R. (2013). CSR and customer loyalty: The roles of trust, customer
identification with the company and satisfaction. International Journal of Hospitality
Management, 35, 89-99.
Reed II, A., Forehand, M. R., Puntoni, S., & Warlop, L. (2012). Identity-based consumer
behavior. International Journal of Research in Marketing, 29(4), 310-321.
Riefler, P., Diamantopoulos, A., & Siguaw, J. A. (2012). Cosmopolitan consumers as a target
group for segmentation. Journal of International Business Studies, 43(3), 285-305.
So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2013). The influence of customer brand
identification on hotel brand evaluation and loyalty development. International journal of
hospitality management, 34, 31-41.
Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of consumer–brand
identification. International journal of research in marketing, 29(4), 406-418.
Tuškej, U., Golob, U., & Podnar, K. (2013). The role of consumer–brand identification in
building brand relationships. Journal of business research, 66(1), 53-59.
Wirtz, J., Den Ambtman, A., Bloemer, J., Horváth, C., Ramaseshan, B., Van De Klundert, J., ...
& Kandampully, J. (2013). Managing brands and customer engagement in online brand
communities. Journal of Service Management, 24(3), 223-244.

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