Consumer Behaviour Case Study Research

Consumer Behaviour Case Study Research

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Consumer Behaviour

What is the key contribution of this research?

In the journal article (Murphy & Dweck, 2016) the research on consumer behavior is conducted to show how mindset affects the behavior of the consumer. The journal article is a primary source and cited 104 times in other researches. The research has its great contribution to recognizing the mindset which contributes to consumer behavior. In this research, the mindset or implicit theories are implemented to evaluate the human nature and characteristics that are influential on the human mind. In this article, the mindset theory applied, which suggests how the growth or fixed mindset can shape the consumer brand extensions, consumer product preferences, and consumer trust recovery.

The research contributed to the identification of consumer behavior in two different mindsets. Research suggested that mindset can influence consumer behavior. People who adopt a fixed mindset like to have the brands or products according to their goals and images. People with a fixed mindset like to have a product/brand which contributes to their positive habits and qualities. This research can help companies to understand what are the reasons behind the ever-increasing consumer complains due to their mindset and what steps are necessary to take for the betterment of consumer industries. Research contributed positively to understand what kind of mindset people have in their choices and how a consumer choice varies according to their growth and images. Those who have a growth mindset are love to choose brands and products which focused on their constant growth. People love to adopt new things to contribute to their lifestyles and personalities. Usually, consumer choices depend upon how people want to look — this mindset based on the ever-increasing growth attitude of the consumer.

The complex and the multiply determined behavior of the consumer exposed through this research. In the era of consumer research, this research opened the new doors for the researchers to evaluate how and in which ways the consumer mindsets work. It also contributed to the success of brands and product providers because they can now generate useful campaigns. Brands can also understand how the consumer can be a target with his/her mindset. Different kinds of products can be manufactured according to the personal requirement of the consumer.

Many companies lost their consumers, and multiple product failures occurred in their innovations. Many brands lost their sustainability because of the failed brand campaigns. It was the motivation for the research and contributed to the development of companies that are striving for sustainability. Mindset research is the best approach by which brands, companies can understand the reasons behind failures. This research is triggering the interesting questions in the consumer’s mind about how they are shaping their mindset towards their choice. Consumer behavior is always an interesting and hot topic for the researcher, and this research explored new extending consumer psychologists’ motivations. Now, products and brands can serve in the self-enhancement functions to reinforce their identity core aspects.

Are there any confounds? Can you explain the results in a different way?

There is no confound at all. Research is very clear and focused on a single objective, which is consumer behavior, and his mindset effect on it. Results are well-explained in research. Results can explain differently that consumer behavior research divided into categories. The results explained can be explained as there are two reasons behind consumer choices, either they are following similar patterns of buying because of their restricted lifestyle. Or they can have different buying patterns with the change in routines.

Would the effect likely replicate? Use the criteria mentioned in class to evaluate the quality of the research?

According to these research results, consumers can be categorized into their mind patterns and how they react to different routines. Consumer behavior is the influential matter which is impactful on multiple brands, and any product or brand manufacturer must have to consider the aspects of mindset before initiating any campaign. Even ads and commercials are highly attractive concerning the consumer mindset. Human traits are highly influential on everything, and consumer behavior is also depending upon the human traits that how people perceive things and how they respond to the buying patterns.

In this research article, the research approach is unique; the research idea is unique. It based on the theoretical implementation of the human mindset to evaluate the consumer’s behavior and human mindset relationship — the research work published in the well-recognized journal. The research topic is broad, which can further be implemented in so many ways to facilitate multiple brands, companies, and consumers. This research has a vast concept to understand the behavior of human and natural traits to consider any product. The research can contribute to further understanding of consumer behavior.

What would you have done differently to test the hypotheses?

To test the hypothesis, I decided to analyze it on the people that how they choose their stuff. It was a good way to analyze anything with core concepts and implementation. After reading the hypothesis, I wasn’t sure that, in actual the consumer behavior is based on the mindset. In my surroundings, I’ve selected ten people of different age levels with a different types of jobs and work routines. My motive was to evaluate the hypothesis on all possible ways to analyze that it works or not. I started asking a random question about their choices.

The person who was working at the managerial post was choosy to his stuff. His buying behavior was so restricted and selective with the same dressing style without any innovation. The reason behind this restricted style was his job specification. That person’s image of the managerial post connected with his consumer behavior. Then, the person who was so young and loved to dress up has different consumer behavior.

According to him, the change in his routine matters a lot. He wants to move with the market-style and new innovative stuff rather than sticking on the very boring things. This was the point where I came to know that consumer behavior all depends upon the mindset that how people are in their patterns; either they are image-love or they love to change because they want their growth. External working environments and class issues bound some, and some are highly open due to their nature aspects. This research designed on a very true hypothesis, and everyone can feel it. People with different mindsets can’t choose the same, and they always remained complaining to the manufacturer and companies because companies can’t target their needs effectively.

What is the single most interesting future research direction?

In the domain of product or service failure, the research has an open direction to follow. It is the most interesting direction because there are many cases recorded where the companies faced failures in their services and products due to consumer behaviors. Even companies’ potential customers lost brand loyalty due to new initiative and noon-satisfactory productions. The research is designed to address such kind of issue.

Describe a real world marketing-relevant situation where the findings could be applied in order to generate a novel solution?

This research can optimally be used in the development of new services or product frameworks where the companies will be focus on their consumer behavior. Before launching or designing any product, there is a need to consider what buyers need from the brand and what kind of stuff they are producing from previous years. Every brand has its own unique identity and unique style by which it has a large range of buyers. If the brand lost its uniqueness for the sake of innovation without judging its potential buyers’ behaviors, it would ultimately bring huge loss to the brand. It is the major cause of every failure.

Mindsets and consumer complaints are inter-connected. The research uncovered the mindset and its influence on consumer behavior. In case of any product failure, the customer complains the usual part for every brand manager. In the future, by working on this research, brand managers can reassure consumers about successful product delivery. Before launching any product, the customer review or customer analysis through surveys is necessary. In the future, this research can individually apply in a different dimension to explore how and what kind of behavior consumers have with their fixed or growth mindset and in which ways these mindsets can be addressed. Consumer behavior-related research has a very broader scope. In the market, there are many issues regarding consumer behavior. In every industry, from retail to manufacturing industry or every service provider, there is an issue of unpredictable consumer behavior. There are a lot of issues recorded every single day about their choices. It is hard to understand what kind of stuff is necessary to manufacture and how to target the real needs of consumers.

In the market, understanding consumer behavior is the biggest challenge and always remained a major obstacle in the successful deployment of the product/service. In the retail industry, consumer claims for the products are increasing; in the food industry, many food manufacturers lost their sustainability because of negative consumer behavior assessments. In the clothing industry, many brands are striving to get a stable market position and potential buyers by investing more in campaigns. But the major point is to understand the behavior of the consumer.

There are natural choices relevant to every buyer, but these choices categorized through this research in two means. One is the growth mindset, and the other is a fixed mindset. People will growth mindset will take those products which will be innovative and according to the need of the era. The fixed mindset consumers can’t tolerate the change in their choices and buying behaviors. Even they can’t tolerate any negligence by service or product provider. These two mindsets of assessment is highly applicable to market-relevant issues because they provide with appropriate approaches. Companies can assess the needs of consumers and can provide according to their demands. Companies are wasting a high amount of money on promotional activities such as social media campaigns, television campaigns without considering that the product must design on consumer behavior.

Mostly the branding advertisements cost higher, and without understanding the major concept behind the innovation or any launch, there are many chances that campaigns can fail. If companies want to avoid the ultimate loss, this research has the core concept which can apply in every kind of product/service provider industry. If companies can access the human mindset and traits by which he/she can choose the product. Few love to build the image, so there is a need to produce something catchy for that buyers, and this can only be possible if the companies will follow these dimensions.

So, this research has a great contribution in manufacturing industries who are struggling to generate their profits and reputation through strong consumers. Companies can avoid their failures and can build successful working places with satisfied clients. It is also a new opportunity for companies who are targeting the market for any consumer industry. The reputable industry is only possible if it satisfies its buyers from all possible means, and this research is the best way to understand it. The research has opportunity to merge it in future for the best outcomes in consumer industry, and brands can rely on this approach to get success and margins.

Bibliography Murphy, M. C., & Dweck, C. S. (2016). Mindsets shape consumer behavior. Journal of Consumer Psychology, 27-136.

Murphy, M. C., & Dweck, C. S. (2016). Mindsets shape consumer behavior. Journal of Consumer Psychology, 27-136.

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