Product quality in determining consumer behavior

When an organization has the knowledge and understandings of the reasons that make consumers have different preferences in terms of products available, they are able to gain an understanding of their consumer behavior. In business, marketing is an important tool and plays a very vital role in establishing knowledge and strategies that are more prudent to achieving the business’s aim and mission in the market. Therefore, in every organization the behavior of the consumers is first considered in order to have an in-depth understanding of their needs and wants. From this perspective consumer behavior can be defined as the behavior that is expressed by the different consumers in the purchase, viewing and disposing of the products and services availed to them.

Several factors contribute to this behavior and among them are the social and personal influences. And for that to be reached at, businesses need to have a plan for which they can achieve the satisfaction of their consumers. This is acquired by having ensuring that meet various contemporary issues addressed in consumer behavior such as the quality of the products. Quality can facilitate the influence of a consumer to purchase a product because they have the belief that it will meet their needs and thus satisfy them. Consumers are enticed by the quality of the product because it assures them that it will be able to achieve its intended purpose. When the product does meet the consumer’s quality requirements they might perceive it as defected or impervious to their needs.

During their study, Brosken and Valeyathum (2002) used the perception of the consumer to exemplify their understanding of the product and its ability to meet their needs. The authors described perception as a state of the mind that influences the buyer to gain more information about the product before the make the final decision of purchasing it. For example, the perceived fit of the product to gauge the appropriateness of the method that the producers use to distribute and supply it to the consumer is addressed. In this sense the channel that is used is assessed for its legibility and accountability in ensuring that the client is satisfied with the product. Various studies and research have been conducted with the aim of addressing this issue and this paper focuses on illustrating the literature from these studies in order to provide a formal and knowledge based understanding of the issue.

With the android operating system having been identified as the most effective and operable OS, most consumers are making their preferences of the smartphones that run under the system. In this case, the consumer behavior is influenced by their need for quality which has been promoted on socially. Therefore, consumer behavior in reference to quality is attained when the client is able to quantify the product as one that meets their needs and provides them with a lasting service. The consumer in every purchase has a need for association with products that are branded since they are more perceived as having better quality. Manufacturers and produced are faced with the need to produce goods that are of quality so that they can retain and maintain their customer base.

Another article, Consumer Perception of Product Quality by Crentsil Kofi Agyekum, Huang Haifeng, and Amma Agyeiwaa, implies that when consumers purchase a good they do so with the intent of meeting their various needs. The decision to purchase the product is entirely placed on its ability to satisfy the needs of the buyer according to their perceptions on its quality. Therefore, according to the article, in order to assess the consumer behavior in relation to the product, it should be curtailed to meet their needs and satisfy them, thus producers and other involved parties need to create a product that does not fail the expectations of the consumer. For a customer to have the full certainty of the product’s quality, they employ different variables.

Mostly the perception is only achieved and identified by the consumers, while in another case; there are differences in the manner by which different consumers perceive a product. In this line of thought, customers are always attracted by quality, and thus, it acts a determinant in assessing the behaviors of the consumers when making decisions on their purchase interests. Not only did the article gather information from other relevant secondary resources but also conducted a survey in which people of different ages, genders and races were recruited with the purpose of identifying their preferences in terms of product quality and other factors that influence consumer behavior. The research team discovered that various respondents made responses to the survey in support of brand name and the product price as the main entities in identifying the behaviors of the consumers.

However, the impact of the quality of a product was more supported with arguments that quality determined the price as such good quality was bound to be more lasting than the other whose quality was not standardized. According to Ricardo Pires Goncalves’ article titled Consumer Behavior: Product Characteristics and Quality Perceptions, consumer behavior can be achieved when the quality of the product is assessed. It has developed its thesis statement and supported it from various secondary sources whose inferences are similar to those constructed within the article. Models and Theory Reviewed in relation to Consumer Behavior According to Howard Seth Model, consumer behavior is mostly affected by the involvement of entities such as learning, perception and attitudes. In explaining the model three models are identified and established as the most congruent, they include, input, constructs and output.