Consumer Behavior

Paper Summary:

This paper discusses marketing and how it affects consumer behavior. It specifically discusses the four Ps of marketing - how the product, price, place and promotion of marketing all influence how consumers behave as they purchase a product or as they decide not to purchase a product. The paper presents a narrative explanation of how the four Ps influenced the writer in buying a laptop computer.

From the Paper:

"Consumer behavior is defined as "a discipline dealing with how and why consumers purchase (or don't purchase) products and services (Neal, Quester, & Hawkins 2001, G.3). Consumer behavior considers all of the factors that play a role in people's buying decisions. These decisions include what a person chooses to buy, where they choose to buy it, what actions they take as they buy it, what they consider as they buy it, and why they choose not to buy it. Marketing is closely linked to consumer behavior because the activities of marketing influence consumer behavior. The product, price, place, and promotion of marketing all influence how a consumer behaves as they purchase a product or as they decide not to purchase a product. The role that each of the four P's of marketing play will now be looked at in more detail by using a real example of purchasing behavior. The purchase situation that occurred is where I purchased a new lap-top. I will now look at each of the four P's in turn and determine how they affected my consumer behavior."

Sample of Sources Used:

• Neal, C., Quester, P., & Hawkins, D. (2001). Consumer Behavior: Implications for Marketing Strategy. Boston, MA: McGraw-Hill.
• Perreault, W.D., & McCarthy, E.J. (2000). Essentials of Marketing: A Global-Managerial Approach. Boston, MA: McGraw-Hill.

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