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MARKETING PRINCIPLES AND
BUSINESS PRACTICE
GLYNDWR LONDON SCHOOL OF MANAGEMENT AND SCIENCE
ASSIGNMENT-1
Date: 20th July, 2012
LEVEL 4
Submitted to:
Glyndwr University
CONSUMER BEHAVIOUR
Every individual is a consumer. They consume and buy products for daily use based upon their needs, preferences and buying power. They may be consumable goods, durable goods, specialty goods and industrial goods.
Different consumers have different choice, perception; set of concept, social and cultural values, personality and social class which effects on the consumers buying decision or behaviour. What, how, where and when they buy depends upon these factors. Consumers from different cultural background have different needs and perceptions which influences in their buying behaviour. In Asian culture, mainly Hindu Religion, Cow is prayed as Goddess; therefore, killing cow is strictly prohibited whereas in Western culture beef products are mostly consumed (www.newagepublishers.com).
There are different factors that influence the behaviour of a consumer while buying a laptop. As the consumers buying behaviour varies from one to another according to the age, economic situation, occupation, beliefs and attitudes, social class and technology.
Personal Factor: The buying behaviour of a consumer is different according to the age. For example, a teenager might prefer mac book whereas a middle age family man would just look for a laptop with basic functions. Occupation level has also a great impact on buying a laptop. If a consumer is a business person he might look for a laptop with variable features with Wi-Fi and lighter in weight.
Psychological factor: It also influences a consumer buying decision. If a person has brand belief that a HP laptop is durable and has a long battery life he will buy the HP laptop even other good brands have a competitive image and better deals.
Technological factor: As the development of new technology is growing and people like to
BUSINESS PRACTICE
GLYNDWR LONDON SCHOOL OF MANAGEMENT AND SCIENCE
ASSIGNMENT-1
Date: 20th July, 2012
LEVEL 4
Submitted to:
Glyndwr University
CONSUMER BEHAVIOUR
Every individual is a consumer. They consume and buy products for daily use based upon their needs, preferences and buying power. They may be consumable goods, durable goods, specialty goods and industrial goods.
Different consumers have different choice, perception; set of concept, social and cultural values, personality and social class which effects on the consumers buying decision or behaviour. What, how, where and when they buy depends upon these factors. Consumers from different cultural background have different needs and perceptions which influences in their buying behaviour. In Asian culture, mainly Hindu Religion, Cow is prayed as Goddess; therefore, killing cow is strictly prohibited whereas in Western culture beef products are mostly consumed (www.newagepublishers.com).
There are different factors that influence the behaviour of a consumer while buying a laptop. As the consumers buying behaviour varies from one to another according to the age, economic situation, occupation, beliefs and attitudes, social class and technology.
Personal Factor: The buying behaviour of a consumer is different according to the age. For example, a teenager might prefer mac book whereas a middle age family man would just look for a laptop with basic functions. Occupation level has also a great impact on buying a laptop. If a consumer is a business person he might look for a laptop with variable features with Wi-Fi and lighter in weight.
Psychological factor: It also influences a consumer buying decision. If a person has brand belief that a HP laptop is durable and has a long battery life he will buy the HP laptop even other good brands have a competitive image and better deals.
Technological factor: As the development of new technology is growing and people like to