A Short Study on

A Short Study on Consumer Behavior

Stephanie V.L. Brown

Southern New Hampshire University

MKT-113-X5626_13EW5

In order to effectively market its products and services, it is imperative that a business studies and understands the purchasing behavior of its consumers. This is especially important for both small businesses that must compete with larger ones, and for new businesses just entering the marketplace; they need to know what drives their customers towards or away from purchasing their products and how to get the right products into the right consumer’s hands. The purpose of this paper is to analyze the up and coming Black Butterfly Jewelry brand, and identify its products, target market, and the personal factors driving its potential consumers.

In any business or industry, customers are presented with a number of options with regards to the selection of products and services, and then bombarded with information as to why one brand is better than another. This information, though seemingly random, is presented specifically to appeal to the target market in an effort to drive their purchasing decision, or influence their behavior. The study of consumer behavior “considers the many reasons why—personal, situational, psychological, and social—people shop for products, buy and use them.”[i] For example, Poland Spring was one of the first bottled water brands to alter its packaging to use more recycled material and produce less waste, illustrating that the company was not just concerned about its profit margin, but also about the environment. This change served to influence those customers to purchase their products as a more environmentally conscious option, and not just a healthy one.

Black Butterfly Jewelry is a growing brand and company, new to the jewelry industry, having only been around for a year. The brand value offering consists of: unique handcrafted jewelry and accessories, including earrings, necklaces, bracelets, etc.; items made with...