Socio- Psychology and Consumer Behavior

Introduction As indicated by certain definitions consumer behavior comprises of "the mental and social cycles individuals go through in the acquisition, use and removal of products". Customers purchase goods as a way to accomplish some objective. Objectives are wanted results that are seen as achievable. In a narrow utilitarian sense, customers purchase products just for the utilization of the capacity they should serve. However, customers purchase most products for this utilitarian capacity, but also to impart something about themselves to other people and themselves, they serve as an identity function. For instance, certain individuals favor a costly Rolex more than a $25 Timex computerized watch that will keep time comparably well and conceivably better. Individuals utilize such "obvious utilization" somewhat as a method for communicating riches, yet additionally to communicate something about their character and about the manner in which they see themselves. ...