Title: Consumer Behaviour towards
Branded Products
Name: Noratiqah binti Md Noor
Matrix
no: SX112430HFF04
Course:
Consumer Behavior SHF2173
What
is a consumer behaviour? Consumer behaviour is a process or thing done to make
a purchase by the consumer. The behaviour of each user is different in terms of
purchasing process. According to Bromley (1993) in Ataman and Ulengin, (2003)
state that consumer behaviour are governed by various factors which include
their needs and desires, their attitudes and expectations, their understanding
of what is available, their financial resources and their decisions processes.
Branded
products are often associated with luxury goods, items that offer a high price,
high quality, durable and only affordable by those who can afford only. However
branded products has become a major attraction for the selection or most users.
They consider buying branded goods is one of satisfaction, affordable for
everyone and no doubt for everyone to have it as a symbol of luxury and wealth
of good taste. To add on this aspect, Chadha and Husband (2006) said that the
democratization of luxury brands during 90s made the door of exclusivity open
to ordinary people. And, luxury is everywhere today (Kapferer and Bastien,
2009). However, consumer behaviour is due to the effect of which is divided
into two, internal and external influences which each user in terms of
different.
Personal
factor and psychological is internal influences on consumer product behaviour.
According to Wiedmann and Hennigs (2007), this theory shows individual values
and social related values that influence purchasing intentions toward global
luxury brands. Buying to impress other is an internal personal value that
drives a motive for luxury fashion brands consumptions. Product selection is
based on a person's lifestyle. Those who are choose for branded products tend
to be people who are concerned with image and style of its own. In terms of
image and style it is to be symbolized oneself whether in terms of life, activities,
work and thinking. Based on the selection of such products they think and feel
more confident, adaptability and emotional stability. They are made up of
different stage of ages however differ in thoughts and views. Normally,
producers will have a target market the goods itself and may be owned by all
ages. Selection of products by the user is not due to coercion and desperate.
They choose the product is due to their own desires to buy and believe in the
choices made are right and best for themselves. Uniqueness, quality, tasteful
and symbol of prosperity that encourages and motivates consumers to buy a
product branded. Although the price is much higher than the local product.
External
influence is also divided into two, cultural factors and social factors.
Influence own family is the most powerful influence in the selection of
products. How our everyday life shows how a family guide us. For example of our
parents traded branded product until we have own family. At the same time
selection of our products and branded items. Adjustments in the selection of
products that are used are also shown in the career of someone who has the
status or rank. In our lives, there are three categories of social class lower
class, middle class and upper class. Usually branded product is upper class and
middle class selection whereas the lower values of their wishes and needs
affordable.
This
show is causing consumer behaviour is influenced by many
internal and external factors. This indirectly influence the selection of
everyday items. Therefore, users should be wise in choosing the items and
should be compatible with the personal, psychological, cultural and social.
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