Consumer Behavior

Introduction
Consumers make choices and decisions in by going through a several of
steps before buying the desired product or service. This process is called
"consumer behavior". This includes asking, perception and considering
several factors before buying. This includes demand, necessity, setting goal,
and making choices to buy a product. Consumer behavior is very important
in deciding the marketing strategy. (Torrie,2012)
According to Strydom & Chales (2010) marketers and companies analyze
and recognise consumer behavior factors like how different factors affects
consumers, how they feel product and how to present the product to
consumer. As per Raaj (2011) customers buy and consumer products based
on to their buying personality, buying capacity, age and their personal
preferences. Consumers explore into their requirements, look into various
aspects and take decisions to accomplish their need. Various factors have
different impact on purchase of different goods..
Product under investigation
Xgenx HandyScann is a feature packed compact and portable handy scanner.
It can be run on 2 AA batteries. The scanner can scan 600dpi resolution
image in both color and black and white. This is useful in day to day scanning
work at home and office. It is suitable to scan any book and paper upto size
of A4. The main feature is that this is bundled with Optical Character Reader
(OCR) software which gives ease of copying and using scanned text.

Objective
The objective of this article is to understand the consumer behavior and
motivation process. Also analysis of consumer behavior and sources of
information for purchase of HandyScann Scanner.

The Company
Established in 1990, Xgenx company has made long journey for success in
scanner and printer manufacturing. Xgenx is known for unique design and
concepts in its machines. Company had manufactured HandyScann product.
Companys research and development team strives for new concepts and
inventions. As part of their new concept company designed a handyscann
with unique features. A major breakthrough in scanning industry and a
concept discussed and tried for long time.
Factors Affecting consumer behavior
Occupation And Income:
A persons job and income has direct impact on that persons buying
decisions. Apart from this, occupation and wealth influences status and
reputation in the society. This occupation also decides

brand, quality and

type of product one would like to purchase. Designation and occupation like
employed, businessman or student will influence people to go for costly or
economic type of products. Britt (2012)
In the light of above literature it can be said that HandyScann can be easily
purchased by any designation or income group person. The requirements
seems to be part of everyone and the economic cost and has to make it
easily accessible to anyone interested to buy. The pricing should be optimum
make every income group customer feel less worry in buying the scanner.

Life Style:
The lifestyle of a person is reflected in his personality and self-conceptions. It
is important to understand what a life-style is formed of. It reflects an
individuals manner and way of livelihood as known by his actions, hobby

and attractions. Knowing this is really very important in aiming or pursuing

customers based on lifestyle classification. Hoyer(2010).

This trait can be applied in targeting our customers. Especially brand

conscious customers who are looking for stylish and feature packed products
can easily be targeted. Xgenx is a well-known brand and can be certainly
accepted by customers of high life style. The advertisement campaign and
promotion banners should represent lifestyle and related aspects to connect
brand with all types of life styles.

Age and Life Cycle

Age and life cycle define sequence of phases in which different views,
behavioral trends progress and happen as result of increasing experience
and age. It is preferred to focus on consumers classified on lifecycle.
Different age group will have varying preferences. Often the product shape,
color and style will be targeted to a particular age group. (Damayanti, 2012).
This factor can be applied in deciding color and design of the product. This
scanner is useful to all age groups hence the design, color and packing
should be slightly varying to attract all. The packing and colors should be
stylish bright and subtle as well. The promotion should indicate that it useful
for all ages.

Economic Conditions
One of the main factor in buying decisions is economic condition or
availability of funds. Generally an individual with extra surplus income will
purchase premium goods than person having comparatively lower income.

What and how a consumer purchases shows the economic condition of that
specific individual. This is also called purchase power of consumer. Hence
marketers and companies decide prices targeting different economic groups.
(Britt, 2012).
While considering for HandyScann it should be prices so as to meet
requirements of middleincome group customer who usually feel more need
for such scanning some quick documents. Obviously hig income group
customer will also go for it. Customer who look into economy product with
more eatures will definitely go for this and can be a huge success

Personality
Personality of a person influences or impacts on buying behavior. This
attribute makes an individual appear different and distinct from others.
These

attributes

include

authority,

self-possession,

independence,

assertiveness, friendliness and adaptability. It is a distinct psychological trait

that results in to reasonably reliable reactions to surroundings of that
individual. Personality. Customers usually buy goods or brands that are upto
their personalities and use goods or brands as a means of self-expression.
(Carolyn, 2011)

Conclusion
People, businesses and individuals look, buy and consume a product by a
company, they are called as consumers. Consumer behavior is a series of
behaviors by these consumers so as to finalise to purchase goods to satisfy
their needs. Wishes and demands inspire consumer to set priorities, decide
and buy a product. At first an individual thinks and decides what goods will

suit according to his social status, income and personal goals. Later he
selects the products that give better value and usefulness to the amount he
is spending. (Raaj,

2011).

Making the policy considering factors impacting consumer behavior can be

positively effective and useful. Product promotion and sale should be
designed around them to make a product success.
References
Britt, I. (2012). Strategies for Diversification. Harvard Business Review , 5.
Carolyn B. (2011), Principles of Marketing, Melbourne: Juta and Company
Ltd
Cohen, (2013), "Consumer Behaviour And Marketing Action", NY; John Wiley
& Sons, Inc.
Damayanti, D. (2012). Industry Update. Second Edition, Tata McGraw-Hill,
Delhi.
Hoyer, W. D. (2010). Consumer Cocreation in New Product Development.
Journal of Service Research , 1-14.
Kotler, Phillip & Amstrong Gary (2008). Principle of Marketing, 12th edition.
New Jersey: Prentice Hall.
Raaj, F. V. (2011). Motivational Needs and Consumer Behavior. Harvard
Faculty Working Paper, 13-27
Strydom F. ,& Chales I (2010), Consumer Classifications: Business
Promotion in 3rd World, Journal of Consumer Research, 37
Torrie M,( 2012), Toward an Understanding of Consumer Behavior, Journal of
Business Science, 32,8 p13