Consumer Behavior Essay -- Psychology, Freud

This essay is based on an analysis of research observations which took built in bed at a Supermarket in Bradford. The aim of the exercise was to observe the behaviour of consumers while shopping in order to theorise and draw conclusions from our observations or so consumer buying behaviour when shopping. As a means of interpreting and analysing the info we used the psychoanalytical perspective of Freud, pester power and independent and mutually beneficial self concept. These concepts offseticularly lend themselves to the interpretation of the data. This essay begins by delimit these key concepts before offering an analysis data the research data. Freudian personality surmisal is otherwise known as the psychoanalytic theory and it is often used by marketers to influence the purchasing decisions of customers in an unconscious mind 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 unconscious being as it functions with regards to the pleasure principle the pleasure is relevant to the id as it seeks immediate gratification of needs (Bettany, 2011 and Solomon, 2011). Hoch and Loewestein (1991498) claim that the id is the primary exhibit of thinking that is impulsive, stingy and illogical whose aim is to seek pleasure only, avert pain and not at all worried about the consequences of its transactions (Solomon, 2011). Similarly, Hoch and Loewestein (1991498) tubercle that the ego is secondary process thinking that uses the reality principle and acts as a mediator 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 manage 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 wildness on satisfying consumer needs otherwise they could change suppliers. Therefore it is weighty to bette r understand consumers lifestyles, and choice criteria. This would include the selection of fitting media and designing suitable consumer messages. One area of further research could be to what extent consumers remain loyal to specific brands in time of stinting recession. We believe that shopping could be more of a pleasure for children if play facilities were provided. This might encourage parents to spend longer shopping and by synthesis buy more. One weakness of the observation in our view was the incident that we depended solely on the observation it would have been more useful to insure our analysis with the consumers being observed.