Consumer Behavior

Table of Contents
1. Executive Summary:.........................................................Error! Bookmark not defined.
2. List of potential different occupations..............................Error! Bookmark not defined.
3.. Conclusion........................................................................Error! Bookmark not defined.
4. References ......................................................................Error! Bookmark not defined.1
Consumer Behavior 3
Executive Summary
The purpose of this report is to elaborate the factors which are considered by
individuals before selecting an occupation. Choosing an occupation is indeed a major
decision of everyone’s life and it does give a shape to where he would be heading in the
course if time. The report begins with a list of various occupations which have been
going since the human civilization started though it has indeed changed its form to a large
extent. Amongst all the occupations mentioned, six are chosen which are quite different
from each other and are quite prevalent in the society. After those different evaluation
criteria which are used by the individual before selecting a job is made, and from all the
possible factors, some important ones like income, job security, interest, skills, social
status, risk and comfort are considered to be important. A decision matrix is prepared and
three respondents are asked to give their ranking to the different criteria of evaluation.
The findings of the matrix are discussed after that. The last part of the report explains
how the factors like demographics and personality affect the decision making process
when selecting a job. Interesting findings are shown throughout the report evidencing
how different individuals are different from each other when it comes to making
decisions about themselves. The report ends with a conclusion of the main findings in the
report where in personality is given an important position as that is what affects how
decisions are made about selection of an occupation.
List of potential different occupations
In the present era of globalisation, there is a vast amount of choice available for
people to choose from and analysing what their skills and interests are plays an important
role in selecting a career which they want to pursue. The youth can choose from a wide
variety such as accounting, agricultural, finance, construction, creative, education,
healthcare, medical science, IT, telecommunications, management, manufacturing,
professional, repair and maintenance, sales and marketing, service related, technical,
transport etc (Tieger, Paul D.; Barbara Barron-Tieger 1999).
Consumer Behavior 4
The list of six different occupations amongst many is as follows:
• Flight Attendants
• Truck Drivers and Deliver Workers
• Lawyers
• Market Researchers
• Actors
• Police Officer
Evaluative criteria or a list of factors that are considered by individuals
before selecting a career:
There are many factors which an individual thinks before deciding what career he
wants to pursue. This obviously depends on persons and what his thought are and what
kind of perceptions he holds towards life. Some individuals also think that they would not
be able to handle instructions from other people and thus they take the option of being a
sole proprietor and start up their own business. It also depends to an extent on how he has
been brought up in his family and what has been the family scenario. The individual
gives a thought on many factors before deciding a specific career which includes
interests, natural skills and abilities, introversion and extroversion, goals and rewards,
work attitudes, training and education, availability of jobs, priorities, growth
opportunities, accessibility, level of comfort, prestige and respect offered, ease in
changing to a different career or shifting of career, passion for the role selected,
compassion, peer pressure and approval from home and parents, income, job security,
ability to travel, ability to relocate, working hours, facilities available, variety, challenge
or risk associated with the job, social status etc. Amongst this, the following are put in the
matrix which is considered to be important for the selection of career by an individual.
Income Job
Security
Interest Skills Challenges Social
Status
Risk Comfort
Consumer Behavior 5
Flight
Attendants
2 2 4 2 4 1 5 2
Drivers 2 4 5 5 5 1 3 2
Lawyers 5 5 5 3 5 5 2 5
Market
Researchers
4 4 5 4 2 3 1 3
Actors 5 1 5 2 2 5 2 5
Police
Officers
2 5 4 3 5 5 5 3
Income Job
Security
Interest Skills Challenges Social
Status
Risk Comfort
Flight
Attendants
3 3 5 3 5 2 5 3
Drivers 3 5 5 5 5 2 4 3
Lawyers 5 5 5 4 5 5 3 5
Market
Researchers
5 5 5 5 3 4 2 4
Actors 5 2 5 3 3 5 3 5
Police
Officers
3 5 5 4 5 5 5 4
Income Job
Security
Interest Skills Challenges Social
Status
Risk Comfort
Flight
Attendants
1 1 3 1 3 1 4 1
Drivers 1 3 4  


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