A conundrum is an intricate or a perplexing problem that has no clear solution (Solomon, 2014). Consumer behavior can be described as ever changing and influenced by some complex interacting factors, hence, a conundrum (Solomon, 2014). Consumer conundrum has no particular solution to this continuous process. This paper will discuss how riders (consumers) have been receiving subway adverts so positively.
Consumer behavior is a process that incorporates three main steps: a need, purchase, and disposal (Solomon, 2014). Each step of the process is influenced by some factors, namely: age, gender, income level, and occupation. People of the same age group tend to have relatively the same needs and wants as a result of prevailing societal expectations (Solomon, 2014). Therefore, their consumer behavior is almost the same.
Their specific individual needs may substantially differ of course. This same concept applies to the above-mentioned three factors; that is, people of the same gender relatively have the same wants and needs, and people of the same income level and occupation have the same purchasing power (Solomon, 2014). These principles as well as others on consumer behavior can be applied to explain the success of the subway advertisements.
People’s opinions and endorsements tend to have the greatest impact on their consumption tendencies. The subway environment puts people of relatively the same income level in the same place. This will result in different reactions and interactions although it is basic human behavior to be attracted to people and things they find to directly appeal to their personalities (Solomon, 2014). Therefore, the advertisement’s positive response can be attributed to their design being tailor made for the consumers.
Consumer behavior is a conundrum because it is constantly changing. It involves a three step process influenced by some factors such as age, occupation, and income level, which help with market segmentation. A product designed for a segmented market has a more likelihood of success as seen in the subway advertisements.
References
Solomon, M. R. (2014). Consumer behavior: Buying, having, and being. Englewood Cliffs, NJ: Prentice Hall.
