Consumption Narrative
Consumption Narrative
Consumer behaviour is the study of why and how consumers choose to purchase or not purchase. We are all consumers undertaking simple or complex purchases everyday of our lives. The purpose of this consumer portrait is to understand the framework of consumer decision process and its main influencing factors. This will be evaluated using my consumption journal, the theoretical concepts discussions, as well as the internal and external influencing factors such as culture, demographics and perception.
As was illustrated in my consumption journal, all my consumption activities were the evoked set (Paulssen and Bagozzi 2005). The age segments indicated that I, born in 1990, belonged to the Generation Y and single 1. According to Lee and Conroy (2005), people belonging to this group are growing up with the Internet and technology, which has made them accustomed to accessing information quickly This analysis is correct, because, as the consumption journal demonstrated, I used the Internet not only for my consumption information collection, but also for online shopping. For example, I purchased a brand new textbook on eBay for $85. Such behaviour can be referred to my shopping style or shopping orientation.
My behaviour towards technology, according to Berger and Partners (2000), belongs to the “modern responsible”. Shoppers with the above orientation are more likely to be younger and more involved shoppers; also they are more excited by the advancement of technology and Internet, which can be associated more with their current lifestyle. From my perspective, using the Internet for information gathering and online shopping is a time-saving consumption activity. In contrast, if I belonged to the “traditionalist orientation”, then I would prefer traditional outlets rather than the more innovative outlets (online shopping). This is because “traditionalists” view online shopping via credit card has a higher financial risk (Jarvenpaa, Tractinsky
Consumer behaviour is the study of why and how consumers choose to purchase or not purchase. We are all consumers undertaking simple or complex purchases everyday of our lives. The purpose of this consumer portrait is to understand the framework of consumer decision process and its main influencing factors. This will be evaluated using my consumption journal, the theoretical concepts discussions, as well as the internal and external influencing factors such as culture, demographics and perception.
As was illustrated in my consumption journal, all my consumption activities were the evoked set (Paulssen and Bagozzi 2005). The age segments indicated that I, born in 1990, belonged to the Generation Y and single 1. According to Lee and Conroy (2005), people belonging to this group are growing up with the Internet and technology, which has made them accustomed to accessing information quickly This analysis is correct, because, as the consumption journal demonstrated, I used the Internet not only for my consumption information collection, but also for online shopping. For example, I purchased a brand new textbook on eBay for $85. Such behaviour can be referred to my shopping style or shopping orientation.
My behaviour towards technology, according to Berger and Partners (2000), belongs to the “modern responsible”. Shoppers with the above orientation are more likely to be younger and more involved shoppers; also they are more excited by the advancement of technology and Internet, which can be associated more with their current lifestyle. From my perspective, using the Internet for information gathering and online shopping is a time-saving consumption activity. In contrast, if I belonged to the “traditionalist orientation”, then I would prefer traditional outlets rather than the more innovative outlets (online shopping). This is because “traditionalists” view online shopping via credit card has a higher financial risk (Jarvenpaa, Tractinsky