Consumer Traits and Behaviors
PSY/ 320

Consumer Traits and Behaviors
Consumer traits and behaviors, what are they? Consumer traits and behaviors could be defined as the conducts and characteristics that consumers show in searching for, purchasing, using, evaluating, and disposing of products and services that they hope will satisfy their different needs (Schiffman & Kanuk, 2010). Consumers are influenced by different factors on what, when, where, how and why they buy a product or service. Some aspects influencing consumer traits, behaviors and how messages are received are psychological, social and culture process. Aspects as personalities, age, interest, believe, cultural background, social classes, among others are important elements to keep in mind when developing a marketing communication plan to reach the desired segment more effectively and motive decision making on customers.
Consumer behavior focuses on how individual consumers and families or households make decisions to spend their time, money, and effort on consumption-related items. How they evaluate a product or service after the purchase, the impact of such evaluations on future purchases, and how they dispose of them (Schiffman & Kanuk, 2010). There are different motivations for what consumers make their purchasing decisions on and these are basically based on their innate and acquired needs. These needs stimulate people’s feelings and actions toward a product or service. We will be then identifying psychological and social processes that may influence consumer behavior, explaining the importance of understanding the influence of psychological and social processes on marketing communication, and explaining the relationship between consumer traits and behaviors; analyzing how social and cultural settings influence consumer behavior and help examine the reasons why consumers comprehend