Peoples decision on specific products or services

Peoples decision on specific products or services

Based on the research upon ten people, some of the factors that influence peoples people’s decisions on particular services and products included; personal preferences, scarcity, and consistency, and convenience. Based on the interviewees, the interest in purchasing a specific product was the main drive towards choosing the products they selected. Many studies have concluded that people make purchasing decisions based on them. Most people made the decision made on their social norms and expectation. However, these social norms evolve as society evolves, which changes the preference of products in the long run. Also, the consistency of a product to satisfy the consumer needs will drive them to select the product.

Brand Choice

Most of the people interviewed indicated clothing, cosmetics, tablets and mobile devices, and e-banking as well as online shopping as the last product or service they purchased. People chose brand names based on their spending power. These include products like mobile phone brand names that were more affordable and of high quality. However, people chose a specific brand of clothes and cosmetics because they were more elite. Besides, other people choose a particular brand of services because they wanted to align themselves with the positive and imperative status the brand had.

Opinion leadership involvement

According to the interviewee, opinion leadership was highly involved in their decision-making process. A majority pointed out that celebrity and leader advertisements, especially on YouTube, were mostly involved in their decision to purchase.

1. b) Use of Opinion leaders and word-of-mouth communication

Opinion leaders are essential disseminators of product or services information. When one wants to buy a brand or a new brand in which they do not know, the opinion leaders are the first people to be consulted. The open ion leaders will influence the ability of the consumer to purchase the product. For instance, people who purchased clothes had done so due to change from their idols that had worn the same clothes from the same brand. Therefore they felt confident purchasing the product as they trusted their opinion leaders.

Also, word of mouth communication is essential in marketing a product. This is because; people trust other people’s experiences and what they have reported. It means that if a consumer hears a positive story about a particular product or brand, then they will be more likely to choose the same. However, word of mouth can be dangerous when someone is unsatisfied with the services the product offered; they may spread lousy news, which may negatively affect consumer decision making.

To sum up, both opinion leaders and word of mouth communication are essential as they influence the decision of a customer to select a specific brand of product or service. They also provide the much-needed information to a consumer on why they should try the product even if they had not tried it before. It also assists the business in reaching a new market that and thus, they can have a competitive advantage over its competitors.

2. a) Consumer confidence and brand behavior.

From the ten people interview, it is right to say that consumers’ confidence is spawned by the competence and reliability of the brand. However, on some occasions, consumers are influenced to purchase products beyond their purchasing power. This is when consumer optimism is not affected by the excrement of a brand as they may pay more even if they have less confidence in the product as they purchase through credit cards.

However, social class plays a significant role in consumer purchases. From the ten people interviewed, the more income they had, the more they purchased. Also, people who come from upper class with better financial status tend to buy more as they had more money.

1. b) effect of Flaunting money on luxury products.

Flaunting money is seen as vulgar today, and most probably, it affects the purchase of luxury products. The reason is that they try to keep up with trends and people on social media that they idol, which leads them to purchase luxury products. On the other hand, it may not affect the purchase of luxury products because they might buy replicates instead.

Social group

It influences what people purchase, for instance, a low-income earner may want to buy a phone they do not have purchasing power over, and thus they may resort to paying it in installments.