The Problem of Consumer Conflict in Business

The Problem of Consumer Conflict in Business Introduction Consumer behaviour involves analysis of the reasons why people decide to buy or not to buy a product. This involves  the analysis  of consumers’ psychology, economics, sociology, and the social anthropology.Advertising We will write a custom term paper sample on The Problem of Consumer Conflict in Business specifically for you for only $16.05 $11/page Learn More Consumer behaviour is aimed at coming up with a clear understanding of consumers buying decision making process, either an individual or as a group. In the analysis of consumer behaviour, characteristics of consumers, such as demographics and other behavioural variables,  are analysed  critically to understand consumers wants and needs (Solomon, 2011). Indeed, it is not possible to predict consumers’ behaviour and clearly  outline  their needs and wants. In most cases, people do not  differentiate  Ã‚  them. As a result, most of the times, attempts  are ma de  to  distinguish  needs and wants. Needs refer to basics that make up ones survival kit; on the other hand, wants refer to desires that may not be  basic  in life such as cars, fashion clothes, and electronics among others. Consumer needs are  basic  in nature, and one cannot survive without them; they include food, clothing, and shelter. On the other hand, consumer wants are desires and  luxurious  in  nature; therefore, one is capable of surviving without them except that they  are needed  to improve the living conditions. Discussion The  conflict  that  typical  consumers experience when deciding between what they  need  and what they want In most cases, consumers  experience  challenges when deciding on whether to  settle  a  need  or a  want. In addition, sometimes,  consumers are not able to  differentiate  between a need and a  want,  thus  they face difficulties in decision making. However, it is essential that consumers learn to manage their decisions appropriately. This is important because consumers should be able to make a  reasonable  decision  among several alternatives subject to a wide range of matters. There are several styles used in  decision  making,   just as there are several issues that  need  clear decisions. While making a decision, it is all about uncertainty and risk, since consumers have varying levels of risk aversion. In addition, making decisions involves either quantitative or qualitative  analysis  (Solomon, 2010). As a result, consumers can make a decision using any of these decision making styles. The wide range of decision making styles  pose  conflicts when consumers try to choose between what they want and what they  need.Advertising Looking for term paper on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More The main  conflict  arises when a  consumer  is t rying to make a  rational  judgement. Some of the issues that bring the  conflict  while consumers are trying to make decisions include consumers’ personality, peer pressure, social surrounding, social statures, and prices charges among others. Based on the consumer personality, most of the times consumers try to buy products that may not be in line with their status. When a  consumer  buys a product that is above his or her  status, and then it is clear that it  is based  on wants and not needs. In most cases, consumers buy products or services that  go  in line with their status. In such a case,  possibly  the  consumer  obtains it based on a  want  and not on a  need. There are several factors that have a significant impact on consumer choice regarding a  want  and a  need  (Hoyer Macinnis, 2009). For  instance; How often have consumers seen the advert of the product in question? How much of a  brand  have often been sold over the past few years? Has the  product  or  brand  in question been bought by a wide range of customers of varying social classes? What are the impacts of buying a  brand  that is expensive compared with your social life? From the research, it is clear that most consumers or individuals want to improve their living conditions, their family conditions, community condition, and nation  condition. It is worth nothing that consumers’ wants are  infinite. This is true to the wealthy as it is to the poor. On the other hand, needs can easily be defined but vary depending on an  individuals age, health, and physical environment among others. Some of the issues are considered to be wants among the  poor  communities and may be  needs  in the rich community. In real life, it is  impossible  to  define  strategies for meeting all   consumer  needs. As a result, measures  have been  set  to  define  the  minimum  well being  leve l  of consumers so that it can be easy to state that an individual is   poor  or rich. These are the main issue that cause conflicts when consumers are trying to  define  a product or service as a want or a  need. At times, consumers  visit  the market to buy something they  regard  as a need, but in the minds of other consumers, it is a  want. Therefore, it is conflicting to decide  and  buy  a product based on the decision made (Wright, 2006). For instance, how a decision could be made when faced marketing focused on something one may  want  but does not need.Advertising We will write a custom term paper sample on The Problem of Consumer Conflict in Business specifically for you for only $16.05 $11/page Learn More In a situation where a  consumer  experiences conflicting interests regarding a  need  and a  want,  relevant  strategies will have to be incorporated. When trying to come up with a decision regardin g an issue that one wants, but does not  need, one must  determine  whether he wants it or needs it. In addition, one has to  analyse  the  status  regarding the  want. This is important because, failure to analyze the  situation  may make one  risk  missing a wide range of existing alternatives. Regarding the  want  in question, consumers should be able to ask relevant questions based on aspirations, interests, goals, objectives, and fears. This will help them consider possible consequences of their actions. For instance, according to the rich, a refrigerator is a need, but for the poor, it is a  want. As a result, it can pose a problem on some situations when an  individual  with a  poor  background  is deciding on whether to buy it or not. Indeed, he or she can analyze the advantages associated with a refrigerator. The advantages associated with it can  provoke  a consumer to  buy  it without considering whether it is a need, or oth erwise. Therefore, it is essential that such people analyze the source of income or money to  pay  and  acquire  it. Once the relevant  analysis  is  over, then it will be easy to  decide  if it is a  want  or a  need,  thus  deciding to buy or not. At times, consumers  make  quick  decisions based on intuition or gut feeling (Paul Lantos, 2010). They can make a decision based on an uncertainty or  condition  without gathering all the necessary information. However, some consumers are cautions in their decisions and try  mostly  to avoid intuitive approaches. For instance, sometimes consumer may want to  acquire  some products, but does not have money, he or she can  decide  to  obtain  a loan from a credit lending  organization. Indeed, the idea of obtaining a credit or  loan  is  noble, but it is necessary to put into consideration several factors. These factors include the payback period for credit, whether the product is a  need, and ability to repay the credit. Clearly analysing these factors, the  consumer  will automatically  decide  whether to  take  a loan or not.  Some of the steps used to determine whether one  wants  something, but does not  need  it  include: Working out the right decision problem through careful or  proper  problem  statement  without using assumptions and prejudices that are  option  limiting. For instance, when deciding on whether a refrigerator is what one wants and not what he needs.  Thus,  one has to analyze the prevailing circumstances that make him or her  want  a refrigerator. The  customer  should clearly define or specify objectives regarding a  want. For instance, one can  regard  a car as something he or she wants because of the many demands that make one want a car. Customers should understand the consequences of their decisions so that they will not be surprised by their move. For instance, one can   view  a car as what he or she wants based on the demands at that moment. In such a case,  appropriate  decision  should be made to avoid regrets later. The customer should consider when deciding to buy a car that he will  later  fuel  it, pay for its loan, if any, and  attend  a driving school if necessary. This will  mean  an increase in expenses; therefore, all these issues should be put into consideration. How a person’s values  links  to consumer behaviour Person’s values are capable of describing an  individual’s  disposition  based on explanations of the surrounding. Some of the person’s values include openness, extraversion, conscientiousness, neuroticism, and agreeableness. According to market research, the relationship between consumer behaviour and  person’s values is not clear, but researchers are still working on it.Advertising Looking for term paper on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More However, according to a research recently conducted, results showed that people who are  open  are in a better  position  to respond to adverts placed (Mooij, 2010). Such individuals are exposed to adverts from time to time, and can respond to them by buying products or going for an alternative. As a result, it is worth nothing that consumer behaviour has a close relationship with a person’s values. Alongside the fact that person’s values might be  useful  to the marketers, they should be able to explain the reason as to why a  consumer  decides to  make a purchase. For instance, some consumers decide to buy based on their  feelings  regarding a product, while others  decide  based on their economic status. All this issues are  crucial  to customer, since he can  develop  necessary  strategies in marketing that enable it to attract a  wide  market. Moreover, knowing the different elements that make the consumers purchase enables marketers to come up with appropriate marketing strategies. At some point in time, complexity of issues has made it difficult to explain the relationship between consumer behaviour and  person’s values. Some of the complex issues that have made it difficult to explain the relationship include the dynamic nature of consumers. Most consumers are  dynamic  and their  purchase  behavior changes from time to time. This can affect marketers’ strategies negatively, hence there is a need for frequent modification. As a result, effective marketing will make it possible  to  easy  define  the relationship between consumer behaviour and persons values. Conclusion In marketing, it is  essential  to understand the concept of consumer behaviour. This will  enable  a marketer to  define  marketing strategies to attract a market. In addition, understanding consumer behavior will  enable  the  consumer  to determine the variations between wants and needs. In most cases, consumers  experience  a difficulty in trying to  differentiate  between wants and needs. It is  essential  for consumers to  note  that needs are not wants. In addition, it is  essential  to understand that  consumer’s needs and wants are far much  different  from each other, based on, their definitions. While trying to understand the concept of consumer behavior, the aspect of  person’s value is  essential. This will  enable  a marketer to  understand  the likes and dislikes of a consumer. Moreover, it will  enable  the marketer to use these values in marketing of its products. As a result, it will be possible to attract a large market share. Finally, it is  vital  to note that  consumer  needs are basic, and an  individual  cannot do without them. On the other hand, wants are  luxurious  in nature and needed to improve the living condition. Therefore, in most cases, consumers  try   to address their needs before addressing wants as much as possible. References Hoyer, W.D. Macinnis, D.J. (2009). Consumer Behavior. New York: Cengage Learning. Mooij, M.K. (2010). Consumer Behavior and Culture: Consequences for Global Marketing and Advertising. London: Sage Publishers. Paul Lantos, G. (2010). Consumer Behavior in Action: Real-Life Applications for Marketing Managers. New York: M.E. Sharpe. Solomon, M.R. (2010).Consumer Behavior: Buying, Having, and Being. Upper Saddle River: Prentice Hall. Solomon, M.R. (2011). Consumer Behavior: Buying, Having, and Being (9th ed.). Upper Saddle River: Pearson Prentice Hall. Wright, R. (2006). Consumer Behaviour. New York: Cengage Learning.