Essay: Studying Consumer Behaviors

Studying Consumer Behaviors Sample Essay

In studying consumer behaviors, firm managers should understand the desires of all consumers when it comes to the business and marketing field. All consumers want to feel a pleasurable experience in the marketplace by personalizing the experience of shopping to fit their unique desires.

They also want to be seen as important participants in the whole process of consumption. That is what is seen as experiencing consumer normalcy. Tension should be expected if it happens that consumers do not derive the shopping values they expected to derive.


Consumers engage in the shopping exercise hoping to apply the personal characteristics they employ in self-definition processes. If it happens that the consumers are proved wrong in the personal characteristics they have employed such that they should have employed different personal characteristics in order to define themselves, they feel not normal or unnatural.

For instance, consumers with poor eyesight see themselves as being with visual impairments rather than being defined as people.

It follows that once they realize that other people see them as visually impairment and thus unable to make their own decisions, they feel inferior and hence unnatural and not normal feelings. This is not the feeling the consumers are searching for in the market (Babson College, 2010).

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