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Sample Coursework Paper on Consumer Behavior

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Sample Coursework Paper on Consumer Behavior

Consumer Behavior

The main responsibility of marketers and advertisers is to convince consumers that what they are selling is what they should be buying. Consumers’ needs motivate them to change their buying behaviors. According to Durmaz (2014), the marketers know what creates motivation; thus, they develop marketing tactics to sway consumers to make certain choices of needs. Consumers’ belief about products or services may also affect what they buy. Understanding psychological processes in marketing communication is vital because it enables marketers to have detailed information concerning consumer needs, motivation, as well as attitude.

Social processes are quite strong in the influence of consumer behavior. Social factors that are likely to manipulate consumer behavior include family, reference groups, status and roles in society. Researchers have proved that people are capable of asserting their uniqueness from out-group members and shun the attitudes supported by members belonging to such groups (White, Simpson & Argo, 2014). Families can influence consumer behavior depending on who is responsible for shopping. It is essential to understand the influenced of social processes in marketing communication so that each interested party can realize the intention of others, in addition to appreciating the value of products and services in the market.

Social and cultural settings have played a major role influencing consumer behavior. Culture is learned beliefs and values that direct people’s behavior in the society. Cultural background molds consumer needs, in addition to influencing marketing strategies to satisfy the targeted people. According to Nayeem (2012), consumers from a given cultural background may rely on traditional values to purchase goods, rather than checking the level of technology used, thus, creating limitations in preference and choice of goods. Other cultural settings responsible for influencing consumer behavior include sub-culture, and social class. 


















Durmaz, Y. (2014). The impact of psychological factors on consumer buying behavior and an empirical application in turkey. Asian Social Science, 10(6), 194-204.

Nayeem, T. (2012). Cultural influences on consumer behaviour. International Journal of Business and Management, 7(21), 78-91.

White, K., Simpson, B., & Argo, J. J. (2014). The Motivating Role of Dissociative Out-Groups in Encouraging Positive Consumer Behaviors. Journal Of Marketing Research (JMR), 51(4), 433-447.





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