Magnet

Table of Contents

Introduction 2

Type of Consumers 3

Consumers Approach to Marketing Strategy 4

Traits and Characteristics affecting Consumer’s Behavior 5

Consumers Behavior 6

ION Orchard 6

Funan Center 9

Tampines Mall 11

References 14

Introduction

One definition of consumer behavior is "The research of individuals, groups, or organizations and the processes they use to choose, 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." Although it may not be necessary that this definition covers all about consumer’s behavior, it brings up some useful points:

1. Behavior occurs either for the individual, or in the context of a group (e.g., friends’ influence what kinds of clothes a person wears) or an organization (people on the job make decisions as to which products the firm should use).

2. Consumer behavior usually involves the use and disposal of products as well as the research of how they are purchased. Product usage is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased consumptions. Since many environmental problems result from product disposal

3. Consumer behavior involves services and ideas as well as tangible products.

4. The impact of consumer behavior on society is also of relevance. For example, aggressive marketing of high calories foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and economy.

Type of Consumers

Consumer behavior refers to selecting, purchasing and the consumption of goods and services for the satisfaction of their wants. There are different processes involved in the consumer behavior. Firstly the consumer tries to find what commodities he would like to consume, then he selects only those commodities that promise greater utility....