Consumer Behavior Essay -- Psychology, Freud

This probe is based on an analysis of research observations which took place at a Supermarket in Bradford. The aim of the exercise was to observe the deportment of consumers while obtain in order to theorise and draw conclusions from our observations about consumer buying behaviour when obtain. As a means of interpreting and analysing the data we apply the psychoanalytical perspective of Freud, pester power and independent and interdependent self concept. These concepts peculiarly lend themselves to the interpretation of the data. This essay begins by defining these key concepts ahead offering an analysis data the research data. Freudian personality theory is otherwise known as the psychoanalytic theory and it is often used by marketers to influence the purchasing decisions of customers in an unconscious way (Bettany, 2011 and Solomon, 2011). The theory is composed of three categories namely the id, the superego and the ego. The id according to Freud is part of our unconscio us existence as it functions with regards to the pleasure principle the pleasure is applicable to the id as it seeks agile gratification of needs (Bettany, 2011 and Solomon, 2011). Hoch and Loewestein (1991498) claim that the id is the primary process of thinking that is impulsive, cheap and illogical whose aim is to seek pleasure only, avoid pain and non at all worried about the consequences of its actions (Solomon, 2011). Similarly, Hoch and Loewestein (1991498) note that the ego is supplemental process thinking that uses the reality principle and acts as a intermediary between the id and the superego. Next is the ego which is aware of the consequences of an action and when it is unable to curb the action a conflict between the id and the superego r... ...mption.In conclusion, we found that at times of recession supermarket need to place emphasis on firm consumer needs otherwise they could change suppliers. Therefore it is important to better see consumers lifestyles, and choice criteria. This would include the selection of adapted media and designing suitable consumer messages. iodin area of further research could be to what extent consumers rest loyal to specific brands in time of economic recession. We believe that shopping could be more of a pleasure for children if playing facilities were provided. This might boost parents to spend longer shopping and by implication buy more. One weakness of the observation in our view was the fact that we depended solely on the observation it would have been more useful to double-check our analysis with the consumers be observed.