Consumer behavior for Google

Consumerbehavior for Google

Consumerbehavior for Google

Googleas a major company that mainly dealwith its consumers online must understand the trends and changes inconsumers’ behavior. Consumers’ behaviors vary from time to time.The behavior of consumers especially in the internet and searchbehavior revolves around quality information and the easiness ofgetting the information. Most of the customers in the world depend onGoogle to obtain information on almost everything. Understanding theconsumers’ behaviors is, therefore, important for Google to satisfytheir customers and consumers. Google have also in the past developedsoftware to increase the market options, selling applications bothfor android and window phones. Selling of such products hasdeveloped materialism and conscientious consumerism concern among thecustomers. Understanding these consumers’ behaviors is, therefore,important for the plan for change for the betterment of consumers’satisfaction. Google should understand these consumer behaviors so asto develop better ways to ensure that all the products and servicesthey offer ensure the satisfaction of the consumers. This paper is,therefore, going to discuss the materialism and conscientiousconsumer consumerism as the consumers buying behavior and the mainissues that affect the behaviors. The paper would also discuss theimplications of the consumer behavior for Google.

Findingsfrom past research

Conscientiousconsumerism

Mohr,Webb and Harris (2001) explain and reiterate that Consciousconsumption has become an issue in the field of consumers’behavior. Companies must, therefore, respond to the societal andenvironmental demand by the consumers. Consumers have been switchingto environmental and socially conscious products. Purchasing behaviorof the customers can, therefore, be seen to be guided by thesefactors (Memery, Megicks and Williams, 2005). Companies like Googleand their marketers must follow this trend to remain relevant totheir customers. The main issue of conscious consumption is the truevalue of the product, hidden production cost, and happiness as partof the product. Most consumers are aware of these issues and wouldpurchase products that satisfy and solve these issues.

Sociallyconscious consumers have been in the past influenced the products inthe market because of their urge to maintain satisfaction and safetyof the people around them. Socially conscious consumption involvesthe consumer choosing to purchase a product while considering thegeneral public. The general public, in this case, is the people whoare close to him or her. Different researchers agree that sociallyconscious consumers value the product friendliness to the environmenteffect as well as the people.

Webster(1975) explains that a conscious consumer is a type of consumerchecks on public consequences of his/her consumption to the publicand him/herself and, therefore, purchase to ensure social change.Some consumer researchers tend to believe this explanation ofconscious consumption is based on individual character. Leigh, Murphyand Enis (1998), therefore, recommend that conscious consumptionshould be based on the consequences of the consumer decisions ofpurchase rather than the consumers’ characteristics. Cotte andTrudel (2009), on the other hand, perceive conscious consumption tobe based on a good or product and services offered by an industry orinstitution. They, cotte and Trudel argue that any customer whopurchases a conscious good is considered to possess consciousconsumption behavior. As much as all the researchers believedifferent on the perception of conscious consumption, they allbelieve that conscious consumption is directly associated with theconsumer. Given that the conscious consumption is directly linked tothe consumer, it is, therefore, important for the producers of theproducts and services to ensure conscious products to remain relevantto customers who generally possess conscious consumption behavior.

Asmuch as conscious consumption may be based on the social andenvironmental consciousness of the consumer, it can also beconsidered to be based on the real product value, the extra cost thatmay be incurred as a result of unconscious consumption and happinessfrom the product. The consumers have been seen to check on theseissues in the past so as to be satisfied. Most customers have becomeaware of the real value of the products so as not to be exploited.Another thing is that the consumers have also been seen to avoid anycosts due to externalities. The customers feel the need to reducecost after purchase ids important. Finally, the issue of happiness isthat most consumers today feel the need to purchase a product thatmakes them happier.

Justas an example of conscious consumerism is the research by thecooperative bank of United Kingdom. The bank research showed that theconsumers preferred ethical foods and drinks. The research shows thatthere was an increase 27% in 2011. Also, the bank explains that thefair-trade food sales also increased by 64% (Cooperative Bank, 2010).It shows the concern of most consumers’ consciousness to themselvesand the people around them

Materialism

Burroughsand Rindfleisch (2011) explain that materialism is a major player inconsumers’ behavior. Many consumers conceptualize materialism as atrait or value that directs their actions for a meaning andhappiness. The materialism from the consumers influences theobjectives pursued and ways of pursuing the objectives (kisser andRyan 1993). Kisser (2002) states that most consumer Researchers havemainly in the past showed only the negative results of materialismresulting from trade-offs between social relationships and materialpursuits. Consequences of emphasis on the products rather thanexperience and compensatory process are also some of the concerns ofthe consumer researcher (van Boven &amp Gilovich, 2003).

Theseissues of materialism have been seen to create and look into someinsights that are very valuable. As much as the issues have yieldedvaluable insights, they can also be seen to be too restrictive. Thetoo much focus on the negative results would in one way or anotherignore the positivity of materialism may serve for other consumers.The processes of materialism have also received too little attentiongiven that most researchers, for example, Buijzen and valkerg 2003and Moschis and Churchill 1978, have mainly focused on sociologicalantecedents.

Materialismcan be viewed as mainly the consumers urge to construct and maintaintheir selves. It is, therefore, it is the need of the consumers tomeet their self-esteem needs especially to retain their self-esteemas per Richins and Dawson (1992). Consumers have been seen to buyproducts, for example, applications for the case of Google to boostself-esteem with an intention of looking more attractive to thefriends and families. When the consumers realize that theirself-esteem is under threat, they tend to strive to possess moremaking them buy many products.

Materialismcharacter of the consumer is expected to show positive outcomes. Whenconsumers purchase products for bolstering certain needs, theindustry must, therefore, should provide the products to ensuresatisfaction in terms of ensuring happiness and the well-being of thecustomers. When the industries and companies like Google ensure thewell-being and happiness from the materialism aspect, thenmaterialism can be described as a positive as others researchers maysee. Linking positive outcomes of materialism more that the negativeones allow the consumers to behavior styles that favor well-being.The negative implications can also be agreed to due to the fact thatmuch emphasis on the product rather experience may lead toself-dissatisfaction.

Researchersalso believe that materialism is related to the age of the consumersas shown later at the end of the report.

Conclusion

Inconclusion, having discussed the primary customer’s behavior suchas the materialism and conscientious consumerism, it is importantthat Google understands the need to understand the issues involved.There are, therefore, implications of the behaviors on the Googleplanning and future development. Google should, therefore, know thatthis research is meant to help understand the new trends of consumerbehavior when it comes to the purchase of the products offered by thecustomers. Consumers have in the present become more conscious ofconsumption and conscious of the products so as not to affect thepeople around them negatively. It means that most consumers would,therefore, be pleased by more conscious products and services. Googlehaving ventured into the business of products production, forexample, applications, it should, therefore, ensure that the productsare conscious to the consumers concerns. Consciousness also comeswith the issue of real product value, the extra cost and thehappiness of the consumer due to the products. Google, therefore,should ensure that the goods and services offered are considerate ofthese issues. Another consumer behavior is the materialism.Materialism can be seen as the consumers urge for self-satisfactionand bolstering of self-esteem. Consumers, therefore, tend to purchasea product when they want to feel satisfied and socially relevant.Google should then ensure that through their products the customerssatisfaction especially their need to be met.

Googlemanagers should, therefore, work towards ensuring the consumersbehavior when it concerns the purchase is taken into consideration.When it is the issue of the conscious consumption, the manager shouldensure that the product offered is of safety to the people aroundthem. The issue of the real value of the product, the manager shouldbe able to ensure that the products offered are of the right value soas not to exploit the customers. The issue of happiness by theproduct should also be guaranteed by the company. The satisfactioncan be ensured by Google ensuring that the products offered are ofgood quality. Finally, the self-esteem satisfaction of the consumersshould be taken care of by the manager ensuring that the productsprovided, for example, the applications can boost the status of theusers.

Tableshowing the materialism as consumer behavior depending on age

Characteristic

(Age)

High materialism

Low materialism

Under 20

17.6%

20.8%

20-24

30.4%

26%

25-29

Over 30

2.4%

0%

1.4%

1.4%

References

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Moschis,G. P., &amp Churchill Jr, G. A. (1978). Consumer socialization: Atheoretical and empirical analysis. Journalof Marketing Research,599-609.

Murphy,P. E. (2005). Sustainable marketing. Business&amp Professional Ethics Journal,171-198.

Memery,J., Megicks, P., &amp Williams, J. (2005). Ethical and socialresponsibility issues in grocery shopping: a preliminary typology.QualitativeMarket Research: An International Journal,8(4),399-412

Richins,M. L., &amp Dawson, S. (1992). A consumer values orientation formaterialism and its measurement: Scale development and validation.Journalof consumer research,19(3),303.

Shrum,L. J., Lee, J., Burroughs, J. E., &amp Rindfleisch, A. (2011). AnOnline Process Model of Second‐OrderCultivation Effects: How Television Cultivates Materialism and ItsConsequences for Life Satisfaction. HumanCommunication Research,37(1),34-57.

VanBoven, L., &amp Gilovich, T. (2003). To do or to have? That is thequestion. Journalof personality and social psychology,85(6),1193.

WebsterJr, F. E. (1975). Determining the characteristics of the sociallyconscious consumer. Journalof consumer research,188-196.