Consumer Behavior Paper

Consumer Behavior Paper

The view of consumer behavior is focused more on the buyer and the immediate consequences of the consumer's purchasing process. Consumer behavior is defined as, "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and the society" (p 6). Organizations study and analyze factors that may affect their decision making process. By analyzing consumer behavior, organizations can analyze what consumer's needs and wants are. Determining consumer behavior affect organizations marketing strategies and how they advertise to consumers. Consumer behavior relates to marketing because consumer behavior studies how individuals make decisions to spend their funds on specific products. Marketing is revolved around selling and promoting products. With the help of consumer behavior, organization and promote their products to consumers in a way that focused on what the consumer wants.

Product

I recently purchased a Keurig single brew coffee maker. I used the 4P's, product, price, promotion, and place to influence my decision making process. I started off my decision making process by determining what type of coffee maker I wanted to purchase. I thought about how much coffee I drink and how large of a coffee maker would work best for me. I analyzed that I used to go to Dunkin Donuts on the way to work about three times a week for a large coffee. When I started researching coffee makers, I came across the single brew coffee maker. Then, I research a few brands and what type of coffee makers they offered. A few brands I compared throughout my research were Keurig, Mr. Coffee, and Senseo. With three different brands and various types of coffee makers, I needed to look at price next to help narrow down my choice.

Price

Next part of the marketing mix is price. When I first started my research on single brew coffee makers, the price was high. The price was so high because the product was new to the market. Products are most likely high when they first come out and lower over time. From Fox Business, I retrieved the following prices: Mr. Coffee Single Serve Brewer costs $80, Keurig Mini Plus costs $100, and the Senseo Original costs $69.99 (Tuggle, 2011). These prices are similar but I had to look into why the prices were different. I found out each single brewer takes different pods. I looked at each coffee brewer and analyzed the various pods associated with that brewer. I eliminated the Mr. Coffee because the options were limited to the various pods. I like to have options if I buy an expensive single cup brew coffee maker. The Senseo has about fifteen different pods to choose from. Finally, Keurig had the several more than