PSY 322 Week 5 Team Assignment Consumer Presentation(UOP Course)

PSY 322 Week 5 Team Assignment Consumer Presentation(UOP Course)

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Running head: CONSUMER TRAITS AND BEHAVIORS PAPER 1 Consumer Traits and Behaviors Paper PSY/322
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CONSUMER TRAITS AND BEHAVIORS PAPER 2 Consumer Traits and Behaviors Paper Zumba is a popular fitness program inspired by Latin dance. Zumba has become a work- out revolution for people around the world who want to lose weight and live a healthy life. Zumba is an aerobic dance that is lots of fun and easy to learn. Independent Zumba instructors around the world are looking for ways to market their classes to increase their membership. The Zumba program currently offers six types of Zumba classes which target different audiences. In order for these instructors to be successful, they must understand how consumers’ traits and behaviors affect their decision to purchase a membership from their fitness club over any other fitness facility. Understanding consumer’s psychological processes and social processes that influence consumer behavior will determine the success of any business. Examining these traits and processes, as well as, describing the marketing strategy for a target audience will allow companies with a better understanding of what triggers people to buy their product or service. Psychological Processes There are many reasons why people choose to buy a good or service known as the consumer’s behavior and it is influenced by various factors. Characteristics of consumer behavior are rooted in both physical need and psychological desire. What behavior occurs that makes a person purchase something? There are many reasons why consumers purchase certain products and consumer behavior often exhibits several common characteristics. Consumer behavior is a field of psychology that studies the way individuals spend money. Before consumers make an impulsive purchasing decision, they often do not have a list of which products or brands to buy. Therefore, the objects that consumers purchase on pure impulse buying are unplanned (Liao, Shen and Chu 274). There are various perspectives on impulse
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CONSUMER TRAITS AND BEHAVIORS PAPER 3 buying defined as a personality, emotions, identity concerns, cognitive processes, self-control, or psychopathology. The consumer will perceive the need to shop, and even if they do not need any particular product, many items trigger them to purchase unnecessary merchandise. Sometime meaningful behavior aims the consumer to purchase items out of anger, time, pressure, uncertainly, avoidance, and unpleasantness.
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