Actual Consumer Behaviour

Chapter I.
Introduction
As entrepreneurs, we like to pretend that we can predict consumer behavior. We perform advanced
market research, commit to large surveys and pay good money to people to try and evaluate our
products. Business school teaches you how to do all these things and how to make a “best guess”
at your consumer’s behavior, including price points and buying habits. Unfortunately, real
audiences rarely behave according to these “best guesses” -- at least not exactly. Variables in those
reactions can, and will, come up eventually, and when they do, you need to know how to handle
them without panicking and starting over. Based on extant literature, studies have shown that
consumers adjust their attitudes toward a product according to its country-of-origin. This could be
local home country bias or foreign country bias depending on individual orientation. The study
compares Nigerian shoppers/consumer preferences for foreign and domestic produced clothes and
shoes. Nigerian shoppers/consumers show more positive preference to foreign made clothes and
shoes than to made in Nigeria, and that they are willing to pay higher price for foreign made clothes
and shoes because they know that it is of a superior quality than made in Nigeria ones. Results also
suggest that country of manufacture and product quality strongly influence consumer decision of
purchasing foreign available clothes and shoes. The study provides insights with respect to
Nigerian’s preference of foreign made clothes and shoes to locally-made one. Filipinos want food,
beverage and cooking choices to be fast, easy and convenient. Over the 5 past years, growth of
purchase in ready-to-drink Choco drinks (21%), ready-to-drink coffee (17%) and ready-to-drink
energy/sports drinks (11%) have increased. Quick and easy meal purchases have also increased
including those of instant noodles (9%), instant pasta (7%) and canned meat (7%). There has also
been purchase growth among products that make cooking easy, including meal flavorings (17%),
liquid seasoning (11%), breading (7%) and bouillon (5%). These patterns have been seen more in
South Luzon and Mindanao, among consumers from the socio-economic class C who are mostly
from young and adult homes. The main of objective of this study is to strengthen the relationship
between the consumers, build Relationship Marketing, and learn to adapt to the consumer’s actual
behavior.
Chapter II. Body
As we, all know consumer needs tend to change gradually with time. The likes, dislikes, tastes and
preferences of consumers change with time. For example, a girl who liked a dress when she was
15 might not like the same dress when she is 25. Marketers too need to study the market and
acquaint these changing factors to survive in the market and retain customers. In a consumer
market, there are many suppliers and consumers, so the marketer needs to work accordingly to
motivate the consumer and retain him. In a consumer market, there are many suppliers and
consumers, so the marketer needs to work accordingly to motivate the consumer and retain
him/her. That’s why we need to adapt to the actual behavior of the consumers in order to develop
a Relationship Marketing. Relationship Marketing is very much beneficial while seeking to
establish a long-term relationship with the customers. The idea behind relationship marketing is to
retain regular or old customers. Acquiring new customers is quite difficult as compared to retaining
existing customers. In relationship marketing, the focus is on retaining customers for longer runs.
For this purpose, the marketer pays more attention on providing orientation of the benefits for
taking those products.

Chapter III. Conclusion
We should not focus on the things that our school taught us about consumer behavior rather adapt
to reality, That not all consumers can be predicted by their behavior. Everyone has different
personalities therefore we encounter different behaviors. That’s the reason why we had troubles
on dealing with consumers sometimes because if they show a different behavior that the school
didn’t taught us how to handle it, we will think that the consumer is becoming arrogant or
disrespectful towards us, thus we let our emotions take over and that’s where the commotion
happens. That’s why we really need to adapt on the actual consumer behavior for us to keep our
relationship with our consumers.
References
 https://www.entrepreneur.com/article/250298
 https://www.tutorialspoint.com/consumer_behavior/consumer_behavior_relationship_ma
rketing.htm
 https://www.rappler.com/business/38219-4-factors-explain-filipino-buying-behavior
 https://www.omicsonline.org/open-access/nigerian-shoppersconsumers-preferences-for-
foreign-and-domesticproducts-case-study-of-clothes-and-shoes-2168-9601-1000258.pdf
ACTUAL CONSUMER BEHAVIOR
In partial fulfillment
of the requirements
In
Study and thinking skills
An analytical paper
presented to
Maricar Gemongala
Norvic Jam V. Bañaria

2nd year College
April 2019

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Chapter I.

a Relationship Marketing. Relationship Marketing is very much beneficial while seeking to

taking those products.

relationship with our consumers.

Norvic Jam V. Bañaria

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