Explore BrainMass
Share

How does consumer behavior influence purchase categories?

This content was STOLEN from BrainMass.com - View the original, and get the already-completed solution here!

Please discuss "the interpersonal determinants of consumer behavior: cultural, social, and family influence and how they influence the purchase categories." What factors and/or relationships can motivate buying decisions, and why?

© BrainMass Inc. brainmass.com October 25, 2018, 6:05 am ad1c9bdddf
https://brainmass.com/business/motivation-in-organizations/how-does-consumer-behavior-influence-purchase-categories-447946

Solution Preview

Hello! In discussion of these factors, first consider how any interpersonal relationships are built. People associate and build relationships with other people because they feel good with that person or in that group. Or they have had those friends all their life, so they stick with them. Or being with that person helps them look good in front of others. Almost the same thing is true for ...

Solution Summary

In looking at how interpersonal determinants of consumer behavior influence the purchasing in various categories, first consider how any interpersonal relationships are built. People associate and build relationships with other people because they feel good with that person or in that group. Almost the same thing is true for purchases and purchase categories as a whole. All purchases, as logical as they may appear, have some type of underlying emotional element.

$2.19
See Also This Related BrainMass Solution

Buying Behavior & Market Analysis

Select TWO products which you have purchased, ONE a High Involvement purchase, and ONE a Low Involvement purchase, in the following product categories:

HIGH INVOLVEMENT (select ONE from the following categories):

AIRLINE FLIGHTS
CARBONATED SOFT DRINKS
EDUCATIONAL SERVICE
EXERCISE EQUIPMENT
FUNERAL SERVICE

LOW INVOLVEMENT (select ONE from the following categories):

AIRLINE FLIGHTS
CARBONATED SOFT DRINKS
EDUCATIONAL SERVICE
EXERCISE EQUIPMENT
FUNERAL SERVICE

(Yes the categories are the same for both the high and low involvement purchases. This is not a mistake)

Excluding the title page, any appendices or references write a four page paper in which you do the following:

First Page

Applying the teaching materials, explain why the first product you chose was a High Involvement purchase and why the second was a Low Involvement purchase. (10%)

Using the five stage model of the Purchase Decision Process in the model of consumer buying behavior described in Module 1, describe in detail the process you went through in buying each product. Bear in mind that the purpose of the assignment is to demonstrate the depth of your understanding of the teaching materials. (20%)

Second Page

Identify and discuss the differences between the way you went through the purchase decision processes for the two products. (20%)

Third and Fourth Pages

Assume now that you are a marketer of each of the two products that you have discussed in the previous pages. Applying only the teaching materials, specifically the presentation "Uses of a Model of Buying Behavior", explain how you might use your understanding of the Model of Consumer Buying Behavior in marketing the two products. (50%)

List at the end all of the references you have cited in the body of the paper.

Note that the weight that will be assigned in grading to each of the sections of the assignment is indicated as a percentage after each one.

E
the brand names of the two products you chose for each type of involvement, e.g. "High Involvement: Airline Flights: Delta. Low Involvement: Exercise equipment: Bowflex".
your name,
the name of the professor or instructor to whom the paper is submitted, (your assigned Professor or Instructor) and
the date on which it was written.

EXPECTATIONS

The notes associated with the question indicate that, as for other assignments in the course, you should demonstrate your knowledge and understanding of the taught materials in the specific context of this assignment. The emphasis in grading is primarily on whether you show that you understand what is being taught. In that regard some relevant concepts and frameworks to demonstrate your understanding of in this assignment include:

The difference between goods and services.
What is meant by Involvement and why it might be high or low.
The stages of the Purchase Decision Process, (PDP) and
How a potential buyer might follow this process
How the differences between High and Low Involvement affect the way someone might follow the PDP
How marketers might use their understanding of the model of buying behavior including the PDP to:

Segment a market, including explaining what is meant by segmentation and why segmentation can be useful in marketing.
Influence purchase probabilities as indicated in the relevant presentation.

View Full Posting Details