Understanding how consumers, feel, think, reason, and choose between different brands or products is an important factor for any company to be aware of when trying to gain market share. When you purchase a service or a good you are a consumer. Consumers have attitudes, thoughts, believes, habits, and reason behind every product or service purchased. The consumers’ behavior is important to be aware study so you can gear your product or service to what they are will buy or use. Consumer behavior is takes a look at the detailed process a consumer takes to select, use, and dispose of a product and/or service. Through the study of consumer behavior companies can market to the consumer according to a strategic plan. Society is heavily influenced and as a result of the study of consumer behavior. “The impact of consumer behavior on society is also of relevance. For example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and economy.” (Perner, 2010) A purchase that I made was a Toshiba laptop. The product, price, promotion, and place where all factors in affecting my purchasing decision of this large purchase. Product plays a role in my choice when it came to shopping for a laptop because I wanted a product that had a great reputation. Along with a well known brand, I wanted something small, light, fast, and convenient laptop. I was interested in a product that was also appealing to look at.
The laptop was an important purchase since I need it to complete my online degree. I needed something that was reliable and would not give out on me during the creation of a weekly paper or a test. This fact lead me to focus my search on companies that were branded and well recognized. I was not interested in looking at any off brand products for this important purchase.
Price played a role in my purchase because I had a very tight budget and I could not go over. However, I knew from past experiences that buying the very least expensive laptop is not