Sample Assignment

You are what you consume !!

The consumer today has an infinite number of opportunities. They have variety of alternatives to choose from for buying simple goods or complex service solutions. The technology and the Internet have contributed immensely in the availability of options to the end customer. It is very common to see that people check out the smallest details of the offerings for the customer, compare it with substitutes and with competition. They have already virtually taken their decision at the comfort of their respective dwellings. However, why does some products still do not excel in their respective industries if this is the case. The reason behind this is perhaps the diverse nature of disparities of consumer behavior. Different people have different habits of living, eating, organizing their lives and dealing with specific matters. This remains the same when it comes to their respective consumption patterns.

Consumer behavior in its very nature is a much elaborated topic. It includes psychological patterns, segmentation and culture which narrowly define the liking of a product or service by a particular individual. The example of mobile phone technology is a good way of explaining the point of disparities amongst the potential consumer. It is common to witness extra ordinary smart phones with heavy applications and software. Such a gadget is likely to attract the techno friendly consumers around the globe but it would certainly not attract an old aged couple whose primary objective is to get in touch via the mobile phone. Thus, this definition exists in for all the consumers and for all their products. A rational consumer is always expected to choose the products and the offerings according a strict definition of what he feels his or her requirements are. On the other hand, there are other set of consumers who purchase their products to impress their peers and increase their respective social status by buying a very expensive product (Timothy 2005).

                                    

Thus, different customers perceive different products according to their own set of psychological beliefs, attitudes, thoughts and recommendations about a particular product.  Thus, an organization is never expected to design a universal product which would cater to the needs of every individual across the globe. Cultural differences are found in local regions inside a country and changes in extreme forms when international boundaries are concerned. This makes every single customer different from every other customer as far as their consuming habits are concerned. It can be simply defined as one person has more attraction towards junk food while other might be suffering from some disease like obesity and junk food would only contribute towards adding to his specific problem.

Market researchers thus often target a specific group of customers for whom their product is specifically targeted. It is common to judge people today with the consumption patterns. For example- if someone walks into a designer wear showroom and urges for a new Louis Philippe designer wear and nothing else, it can be said that the consumer is highly brand conscious and that particular brand plays an enormous role in the spending patterns.