Explain the relationship between consumer traits and behavior. Provide a specific example.
What is consumer buying behavior and how is it impacted by internal and external factors? Buying behavior is the decision processes and acts of people involved in buying and using products. When trying to understand the complexity of consumer buying behavior it is important to understand the why consumers buy any products or contract any services. What influences a consumer to buy one brand over another? Personal behavior and character traits have a large role in the actions we take the decisions we make, including consumer choices.
Traits
Character traits are defined as enduring and stable patterns of behavior, attitudes, emotions, that vary between individuals (Dr Howell, 2014). Personality traits are everlasting characteristics that are consistently demonstrated in spite of changing circumstances or environment. Because they define habitual patterns of behavior, thought and emotion, they provide a foundation for predicting behavior. Researchers have linked personality traits to experiential buying tendencies, political orientation, and preference in pets, even more meaning connections to divorce, morbidity, and occupational attainment. Traits are a window into consumer motivations. Traits are hard for marketing plans to alter but a communication plan may be altered to focus on certain character traits. As an example, if a specific demographic has a certain political orientation, a marketing plan can focus on colors and beliefs that are often aligned with that political sect. This may increase the opportunity of building rapport through similar traits.
Personality traits do not control all choices and actions. A person may be very methodical by personality or character trait and yet have an occasional urge to demonstrate impulsive behavior. As an example: a loud and