Consumer Behavior (Essay Sample)

Consumer Behavior
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Purchasing a product requires decisions to be made on the variety of products available in the market (Lunn, 2011). Recently, I wanted to purchase a mobile phone gadget, but with the adversity in technology and a huge number of mobile phones in the economy, decision making was a necessity. Moving along the streets, I realized that numerous stalls had a variety of phones, and it was prudent to assess the ones that I wanted to purchase to ascertain the quality and durability of the gadget. Some of the issues that I focused before purchasing the item were the price of the product, size, portability, efficiency, the life time of the battery, and special features that were unique. As competitiveness in the economy has increased, the product manufacturers market their products in an ideal and attractive manner. There is competition for consumers and having a well attractive product, of course that is also lowly priced, will encourage them to purchase the product. However, after intense scrutiny of the features of the mobile gadgets from different companies, I purchased a Nokia mobile phone.
Problem recognition was the first stage that initiated the purchase process (Lunn, 2011). As I was accustomed to making calls to different parts of the world, and accessing online services using the phone, my phone had ceased to operate and needed replacement. The thought that I would not communicate or transact activities with my colleagues was demanding. In the current economy, communication is essential especially for a successful business entity or individuals in the society. Though the need to have a phone may be perceived to be something of unnecessary, when one is enjoying the services of the product, when one looses the gadget, it is then that you will realize the significance attached to it. After determining the problem that I wanted to solve, the next stage was to describe the need. Initially, the mobile phone that I had was outdated, and it did not possess the feature that characterizes the modern life. I wanted to have a phone that I could easily surf the internet, access to music downloads, and have a huge memory. My previous phone had a limited memory size, and it was inconveniencing my desire to have a wide range of songs and videos that I can entertain myself when I am bored. I realized that mobile phone is not only for receiving calls and sending text messages, but can also be a source of entertainment.
After describing my need, evaluation of the products offered in the market was necessary, and it was inclined on product specifications. One of the issues that I was concerned with was the supplier of the product. I wanted to purchase a product that is durable, and the history of the manufacturers was a clear initiative that would describe the durability of the product; Samsung and Nokia had demonstrated consistency in their product durability. Of the two manufacturing companies, I knew that quality of the product offered was also a necessity. Some of the mobile gadgets are affected by rays from the sun while others can withstand harsh climatic conditions. Though mobile phones are fragile, I wanted a phone that would not break easily—at the first drop on a hard surface.
Assessing these criteria, I realized that Nokia Company was efficient in manufacturing products that were characterized by durability and longevity. The price of the gadget was also a critical-evaluative criterion that would necessitate coherent decision making process. Consumers are price-sensitive, and they tend to purchase commodities that are comparatively cheaper given that they possess the same qualities and features. Nokia being a recognized brand globally, I knew that their products are efficient. The price of Nokia products demonstrate the features and qualities they possess. Some of the gadgets were quite expensive due to their quality while others were considerably affordable. Focusing on my income level, I resorted to selecting a Nokia phone that was within my financial affordability...