The Drivers of Consumer Behavior Essay

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Samsung Cell Phones

When looking at the consumer behavior model using an environmental lens and what drives consumers as they behave consistently with this model, there are probably three things that drive Samsung cell phone users to buy and behave as they do. First, the smartphones that Samsung sells allow people to become and remain connected as they live their lives. Whether it be social media, texting, phone calls or other things, people want to remain connected to their friends, family and the world they live in even if they happen to be on the go at any given time. Another consumer behavior pattern that holds true is that there is peer pressure to have the biggest and greatest thing. Even people that are relatively modest when it comes to their income and wealth will have no problem plopping down their hard-earned money to buy an iPhone or a Samsung Galaxy phone. The phone companies have created an environment that actively enables this behavior by allowing people to pay for their phones over two years and the different plans that exist vary a lot. The third consumer behavior dimension is related and that there is a sub-culture environment that exists online that is an extension of the "real world" that includes selfies, "meme" pictures and so forth.

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In short, the environment of having and using phones is a rather significant driver of consumer behavior (Canton, 2012).

2) When it comes to consumer factors that are based on the consumer factors themselves, these build on the above. As noted above, consumers will gladly spent $600 or more over time to have a high-end phone even if their income and other factors dictate that they buy a more economical phone. While the environment to spend money this way is created by the phone companies, the consumers play along with little to no coercion because it is an "essential" part of the social paradigm in which a lot of people exist. The consumer doesn't to be left out or labeled a "loser," so they play the game. Second, consumers of these phones often allow these games to consumer their life in the form of incessant communication with others and the playing of phone-based games like Candy Crush. In some cases, throwing out the word "addiction" is not a far stretch (Andersen, 2015).

3) The role of involvement that the consumer has in the….....

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