Case 1-3 Assignment Example | Topics and Well Written Essays - 750 words

Case 1-3 - Assignment Example Consumer behavior can be applied in the personal life experiences in relation to the preferences and choices. Basically, they apply in those products that we tend to buy over and over again without much thought about the other competitive similar products in the market. It is also related to the willingness of a consumer to switch to another brand or stick to a particular brand over the ages. This is even shown by the rejection of other brands that may have been introduced by the same company as a mode of improvement of the initial and established brand (Costanzo, 2012). 2. Although the same consumers that purchase goods and services are humans, there is a great difference in their actions and conducts in relation to the preferences and modes of selection. Since the consumer behaviors involve the use, disposal and reuse of goods and services, it is a representation of the many facets of human behavior. There are thus several features that are related in both human behavior and consumer behavior. For instance, personality and the social class play a vital role in determining how both humans and consumers behave. Thus it is the principles of human psychology such as scarcity, authority and consistency that shape consumer behavior. Human beings in general have the tendency to choose from what is offered in life. However, on the other hand, consumers tend to choose what they want because most of the time they are the bosses who make the decisions on what they want for themselves. In this sense, human behavior can change from time to time. Nonetheless, consumer behavior is more of permanent and takes a lot of effort to change. Another difference is that consumer behavior is based on perception, learning and personality while human behavior is based on availability. 3. There are a number of factors that would have led to the failure on the introduction part of the New coke and the OK coke. One of the major factors would have been the need to