Consumer Behavior

Consumer behavior and traits are very similar to each other. The definition of consumer behavior is “The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.”   Consumer traits are not easily defined, but traits are a distinguishing characteristic or quality. People purchase products for different reasons, but the types of products determine the behavior. The relationship between consumer behavior and consumer trait is the people in the same groups have similar situations and experiences. Characterizing a consumer’s selections, can help a marketer gain an understanding of the consumer’s purchases. Brand loyalty would be a behavior of a consumer. “The totality of perceptions and feelings that consumers have about any item identified by a brand name, including its identity, quality and performance, familiarity, trust, perceptions of the emotions and values the brand symbolizes, and user imagery (Batra, Ahuvia,   & Bagozzi, 2012) .”   Also according to Perner, we learn that companies that introduce new products must be well financed so that they can stay afloat until their products become a commercial success and it is important to please initial customers, since they will in turn influence many subsequent clients’ brand choices (Perner, 2010).”   A great example of this would be infomercials. Being up late at night, and nothing to do can cause a person to do things they would not normally do. These one-hour slots temp us to buy products that we have never been introduced to before. Consumer behaviors and traits although different have similarly interchangeable definitions. The two shows marketers how to achieve the higher return for a product.