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Consumer Behaviour

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1. Variety seeking would possibly be better at demonstrating phone usage differences, as thethree types of variety seeking are quite relevant to the mobile phone market. For example,

exploratory purchase behaviour(Schiffman, OCass, Paladino, DAlessandro & Bednall, 2011:

p. 93) could provide purchase patterns for individuals regarding the example provided in

Schiffman et al, of switching brands to experience new and possibly better alternatives

(Schiffman et al, 2011:p.93) as it demonstrates the willingness of consumers to try new and

different mobile phones whenever they decide to purchase a new mobile phone. This could

be valuable information for marketers as, many emerging smartphones currently in the

market are interchangeable as many contain the same features such as high resolution

cameras, Wi-Fi and internet connectability, social networking applications, MP3 capabilities,

ample ringtones, as well as basic dialling and text messaging functions. For this reason,

some consumers may not feel the need to be loyal to a Brand X because the phone from

Brand Y has almost identical features and is priced the same.

Also mentioned in Schiffman et al, regarding another form of variety seeking, is use-

innovativeness. (Schiffman et al, 2011: p. 93) This form of variety seeking is particularly

relevant to technological products (Such as home electronics products, where some models

offer an abundance of features and functions, while others contain only a few essential

features and functions). (Schiffman et al, 2011: p. 93) Mobile phones fall into this category,

as consumers have a choice between smartphones such as iPhones, Blackberries and more

recently Nokias also, which contain a multitude of functions and features such as internet

access, Wi-Fi connectability and an 8 mega pixel camera, available to consumers, or they can

select a basic mobile phone with basic functions of just calling and text messaging. This is

because researchers found that consumers with higher variety-seeking scores bought X

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with more features than consumers with lower variety-seeking scores. (Ram & Hyung-Shik

Jung, 1987: pp.85-9)

Visualiser vs verbalisers (Schiffman et al, 2011: p. 93-4) is another means that could display

the differences in mobile phone usage, because mobile phone usage requires both visual

and verbal functions, therefore making it effective at measuring usage differences.

In measuring, visualisers, who tend to be consumers who prefer visual information and

products that stress the visual (Schiffman et al, 2011: p. 93) would be more drawn to

features such as a high resolution camera, or a mobile phone that has interchangeable

bright mobile phone covers or a large, bright screen display, whereas verbalisers, who tend

to be consumers who prefer written or verbal information and products (Schiffman et al,

2011: p. 93) would be more interested in basic features such as making telephone calls and

sending text messages. Verbalisers would probably also be interested in features such as

internet connection to social networking sites, such as Facebook, Twitter and LinkedIn.

2. It is crucial that marketers have an understanding of personality traits and how they affectconsumer behaviour because an individuals personality or personality traits have a direct

influence upon their purchase and consumption choices.

When marketers approach the notion of personality, it is of the utmost importance that they

understand the nature of personality (Schiffman et al, 2011, p.80) This is because in the

study of personality, three distinct properties are of central importance... particularly to

marketing and consumer researchers] (Schiffman et al, 2011, p.80) These three elements

are: 1) personality reflects individual differences; 2) personality is consistent and enduring;

and 3) personality can change.

Personality reflects individual differences is important for marketers to understand, as they

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must realise that not all consumers are created equally, and many have unique tastes and

experiences that contribute to the structure of their personality. Therefore, products

targeted at consumers must take into consideration individual differences in personality. In

the case of the mobile phones, for example, all consumers are not the same and therefore

will not require mobile phone usage for the same purposes. If marketers do not identify this,

then it is likely that they will ineffectively target consumer groups and therefore not capture

or maintain market share, and their marketing efforts will be futile.

Personality is consistent and enduring is another aspect of personality study worth

mentioning as, if marketers identify that individual consumers have particular purchasing

and consumption habits, then this can be utilised to target specific products to specific

consumers. In the case of mobile phones, this could be of particular importance as, some

consumers may have a particular preference to a particular mobile phone brand, therefore

increasing the likelihood of brand loyalty for their next purchase. If marketers lose sight of

their current market base, and focus solely on attracting new consumer groups, then current

brand-loyal consumers may forget about the product and opt for a different mobile phone

brand.

However, in recognising this, marketers must also recognise that a consumers behaviour

does vary considerably depending on a variety of different factors such as psychological,

sociocultural, environmental and situational. (Schiffman et al, 2011: p. 80) Therefore

marketers should not rely solely on personality in determining consumption patterns and

behaviour. For example, an individual may have been brand loyal to a particular mobile

phone brand, however a situational change may have occurred and the consumer has less

money than previously to purchase a mobile phone, therefore opting for a different mobile

phone brand. These kinds of factors must also be identified.

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It is also important for marketers to realise that individuals personalities can change over

time. Marketers must realise that consumers grow and develop throughout the course of

their purchasing lives, and some major events may initiate a change in purchasing

behaviours. For example, a consumer may previously have had a basic mobile phone that is

designed purely to make and receive calls and send text messages, however the individual

may have received a job promotion or opted for a career change, which therefore has

instigated a requirement for a more technologically advanced mobile phone such as a

Blackberry, which has the capability of scheduling and sending emails, vital to the

consumers new job requirements.

Without identifying the different elements of personality, marketers will be unable to

successfully target consumer groups and adequately convey their desired message to

consumers.

3. Trait theory appears to be a popular approach in an attempt to understand consumerbehaviour because, trait theory appears to be more objective when determining a persons

personality, in comparison to Freudian and Neo-Freudian theories of personality. For

example, the five factor model has been identified as one of the most influential of the trait

theories(Schiffman et al, 2011, p.85), and operates on the basis of five dimensions that

make up the basis for an individuals personality, and they are: neuroticism, extroversion,

openness to experience, agreeableness and conscientiousness. These five factors are then

measured on a scale from one to six.

Neuroticism refers to the tendency to experience negative effects (Schiffman et al, 2011:

p.86) and includes facets such as anxiety, anger hostility, depression, self-consciousness,

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impulsiveness and vulnerability. (Schiffman et al, 2011: p. 86)

Extroversion refers to the tendency to interact with the world (Schiffman et al, 2011: p.

86) and includes facets such as warmth, gregariousness, assertiveness, activity, excitement-

seeking and positive emotions (Schiffman et al, 2011, p. 86)

Openness to experience refers to the tendency to seek a variety of experiences, to

entertain novel ideas and unconventional values, and to experience both positive and

negative emotions more keenly (Schiffman et al, 2011 : p.87) and includes facets such as

fantasy, aesthetics, feelings, actions, ideas and values. (Schiffman et al, 2011: p. 87)

Agreeableness refers to the tendency to move towards people and act kindly towards

them (Schiffman et al, 2011: p. 87) and includes facets such as trust, straightforwardness,

altruism, compliance, modesty and tender-mindedness (Schiffman et al, 2011: p. 87)

Conscientiousness refers to the tendency to control impulses and pursue goals (Schiffman

et al, 2011: p.87) and includes facets such as competence, order, dutifulness, achievement-

striving, self-discipline and deliberation. (Schiffman et al, 2011: p. 87)

Because these different aspect of personality can be measured in an objective manner, it

makes this type of personality more popular to utilise in consumer behaviour research.

4. According to Schiffman et al, we develop our self-image through interactions with otherpeople: initially our parents, then other individuals or groups with whom we relate over the

years. (Schiffman et al, 2011: p. 104) Self-image is the way in which we as individuals

perceive ourselves with regards to particular personality traits, relationships and behaviours.

When purchasing products and services, we evaluate them on the basis of their consistency

(i.e congruence) with our personal picture or image of ourself. (Schiffman et al, 2011:

p.104)

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One consumer behaviour model depicts four specific kinds of self-image. (Schiffman et al,

2011: p. 104) These four types are:

1) actual self-image (i.e. how consumers see themselves), 2) ideal self-image (i.e.how consumers would like to see themselves), 3) social self-image (i.e. how

consumers feel others see them) and 4) ideal social self-image (i.e. how

consumers would like others to see them) (Schiffman et al, 2011: p. 104-5)

Self-image is important for marketers, especially in the case of mobile phones because

marketers must display this congruence between the consumers self-image and the mobile

phone that they are marketing. For example, marketing a Blackberry might be identifying

the association between the product and consumer as chic and well organised. If a

consumer perceives themself in this manner than they may be more willing to purchase the

Blackberry.

5. Marketers can use concepts such as personality and self-concept in marketing products likeperfume and cars because these types of products have a high association to individuals i.e.

many consumers view these products as an extension of themselves, therefore they should

be marketed in that way. For example, a male consumer aged late thirties to early forties,

single and with a high disposable income may choose to purchase a car that he considers to

reflect his life and lifestyle, such as a convertible sports car. This example makes the

assumption that the consumer believes that his actual self-image and his social self-image

are congruent with his purchasing choice. This marketing tactic appeals to the consumers

personality, making them believe that their brand will help them in attaining their ideal self-

image and ideal social self-image, as the car is directly linked to their self-worth and

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personality.

With regards to perfume, the same approach applies. Marketers appeal to consumers based

on the experience the consumer hopes to achieve from using the particular product. For

example, using the neuroticism scale of the five factor model, a consumer with high scale

neuroticism may purchase a particular perfume brand because they believe it will make

them less self-conscious and less anxious, and make them more extroverted, therefore

helping them to attain their ideal self-image and their ideal social self-image.

Many female consumers also purchase perfumes that they feel are more congruent with

their own personality, for example, Vera Wangs fragrance for women Glam Princess is a

very sweet smelling fragrance. A woman who believes that she herself is very sweet and

sexy would be more likely to buy this type of fragrance, as she feels that this is compatible

with the way she views herself and her personality. Perfume is a way for women to express

themselves, so they tend to choose fragrances that will also convey the way that she wants

to be viewed by others.

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References

Schiffman, L., OCass, A., Paladino, A., DAlessandro, S. & Bednall, D., 2011,Consumer Behaviour, 5

thEd, Pearson Australia, Frenchs Forest, NSW

Ram, S. & Hyung-Shik Jung, How does variety seeking affect product usage?, in JonM. Hawes and George B. Gilson (eds), Developments in Marketing Science, 10

(Akron, OH: Academy of Marketing Science, 1987), pp.85-9.