Consumer behavior is the study of how individuals, groups, and collective entities choose, purchase, utilize, and discard ideas, goods, or services to satisfy needs and wants.
An understanding of the target audience’s influences, psychological process, and the stages of a consumer’s purchase decision process are critical to achieving organizational sales and marketing objectives translating to success. (Zoeller 's, 2016)
A consumer’s buying behavior is influenced by cultural, social, personal and psychological factors. Cultural factors have the broadest and deepest influence for consumers when making a purchase.
Each culture consists of smaller subcultures with distinct social classes. Subcultures include nationalities, religions, racial groups, and geographic regions.
Social classes are relatively similar divisions in a society that have a distinguishable hierarchy with similar values, behavior, and interests.
Social factors consist of reference groups, family, roles, and status.
Personal factors include age and stage in the life cycle, occupation/economic situation, personality/self-concept, lifestyle, and values.
The stimulus-response model of consumer behavior provides an overview of the key psychological process involved in the decision-making process.
Values of Consumer Perception
Organic food is often more expensive than conventionally produced food. This is because production is more labor intensive and, without the chemicals, yields are generally smaller. because of being expensive consumer demand is low as compared to non-o...
... middle of paper ...
...food as the producer has the multi-layered connection with other business functions on farms, primarily with sale and production. The success of distribution depends on phases through which organic food passes on its way from a producer to a consumer, as well as on the number of mediators in each of the individual phases (Rehber & Turhan, 2002).
Promotion as marketing-mix of organic food
Promotion of organic food helps the customers to know more about the product quality and its advantages. Promotion helps to increase the demand of organic food with the advertisement done by producers. Promotion of organic food helps to change the old habits concerning nutrition, health standards and satisfaction of the consumer. Through various advertisements, TV, Radio, post, social media promotion of organic food is done which motivates consumers to purchase organic food products.
Need Writing Help?
Get feedback on grammar, clarity, concision and logic instantly.Check your paper »
- Introduction Consumer perception is very subjective and depends on a lot of factors such as consumer education level, awareness etc. With respect to lifestyle products, consumer perception plays a major role in not just shaping the sale and growth of a lifestyle product brand but in turn on the net environmental effect due to the product. Any lifestyle product has to be first produced, tested and then marketed. Production through unsustainable practices result in environmental damage and the usage of such lifestyle products in turn could contribute to various lifestyle diseases apart from environmental impact.... [tags: Sustainability, Environmentalism]
996 words (2.8 pages)
- Consumers all over the world will view information and process the same differently. It is thus of great necessity that businesses come up with effective mechanisms which will effectively and efficiently communicate their business to their clients. In understanding the consumer process for choice, various practices have been examined and affected. The methods of choice include monitoring of information, eye movement monitoring and issues to do with task analysis among others. The studying of such methods has demonstrated the characteristics of the consumer behavior and the implementation of such choices.... [tags: Consumer Studies]
1547 words (4.4 pages)
- 1.1 Problems Background The brand development process is categorized as an important element of business development matrix. The overall sustainability and progress of the business depends on brand development framework of the organization. In this reference the role of consumer is significant to contribute significantly in brand success and determine the profitability of the firm. Consumer contributes positively to improve the marketing strategy of the firm and helps to understand the consumer psychology that includes consumer thinking process, consumer perception regarding the brand, consumer behavior toward the brand, key characteristics of the brand that are considered significantly by c... [tags: Marketing, Brand, Brand management, Branding]
1563 words (4.5 pages)
- Personal Factors. Many marketers believe that brand personality is created by how marketers and advertisers intend to project, build and manipulate a brand (in both product-related and non-product related ways) (e.g. Levy, 1959; Plummer, 2000; Restall and Gordon, 1993). However, Biel (1993) argued that this is not always the case and could be a dangerous assumption in understanding consumers' perceptions of a brand. He further stated that personal factors, such as personality and socio-demographic profiles of the customer, can affect consumers’ perception of a brand.... [tags: Brand, Perception, Branding, Brand loyalty]
1658 words (4.7 pages)
- Pyrmon (2016) in “Dynamic Aspects of Brand Management” states brand equity, “is the added value that a given brand name gives to a product beyond the functional benefits it provides” (p. 138). This added value comes from how the product is viewed in the minds of consumers. Keller (2016) in The Handbook of Marketing Research: Uses, Misuses, and Future Advances, list the following components that make up brand equity: brand knowledge, brand personality and relationships, brand awareness, brand imagery, brand judgments and brand feelings.... [tags: Brand, Brand management, Branding]
767 words (2.2 pages)
- In accordance to the questionnaires, the average response, when discussing brand enjoyment, was very favorable to favorable. The responses from the interview elaborated upon the data. It revealed that most participants bought the brand of Argan oil because it was affordable for their price range (see appendix 11, 13 and 15). In addition, a respondent discussed her experience purchasing Argan oil for her family member. She stated that in the beginning she bought Argan oil from a Yves Rocher, a well-known international French brand, however, her family members were not satisfied with the quality although the brand looked reliable.... [tags: Customer service, Brand, Brand management]
1658 words (4.7 pages)
- Consequences of Brand Personality. What can brand personality do for a brand is a major concern to firms. Therefore, marketers and scholars have focused on measuring the effects of brand personality. Previous literature confirms that brand with pleasant personality leads to positive product evaluation and brand reputation. The impact of brand personality in related studies can be categorized into three types, including brand attitude, brand attachment, and brand selection. Brand attitude.Consumer attitude toward a brand is an essential component to assess brand value.... [tags: Brand, Psychology, Branding, Marketing]
847 words (2.4 pages)
- LITERATURE REVIEW (Farquhar et al., 1991; Simon and Sullivan, 1992).Brand equity has been examined from two different perspectives – financial and customer based. The first perspective of brand equity that is not discussed in this article is the financial asset value it creates to the business franchise. This method measures the outcome of customer‐based brand equity. Researchers have developed and effectively tested accounting methods for appraisal of the asset value of a brand name (Keller, 1991, 1993) Brand equity was conceptualized as consisting of consumers′ brand associations that include brand awareness, knowledge and image As stated earlier, brand equity is regarded as consisting o... [tags: Brand, Brand management, Suzuki, Brand equity]
1238 words (3.5 pages)
- ... 2.1 Ingredients Any product which has Halal logo on its packaging means that the company has made a promise that the ingredients used as well as manufacturing process is Halal (Tieman, 2008). Halal products should not be mixed with non-halal products because it will leave a impression on consumer that both products are same (Bruil, 2010). Consumers trust the Halal logo because they don’t have any other means to verify that the product they are going to purchase is Halal or not. Halal logo also plays are very important role for consumers who are not aware about the product manufacturing process (Andersen, 1994).... [tags: product, consumer, behavior, issue]
1125 words (3.2 pages)
- A Consumer's Buying Behavior A consumer's buyer behavior is influenced by four major factors; cultural, social, personal, and psychological factors. These factors cause consumers to develop product and brand preferences. Although many of these factors cannot be directly controlled by marketers, understanding of their impact is essential as marketing mix strategies can be developed to appeal to the preferences of the target market. When purchasing any product, a consumer goes through a decision process.... [tags: Consumer Business Marketing Essays]
758 words (2.2 pages)
- The Syrian Refugee Issue By Nicholas Kristof
- How Fatigue Affects The Body 's Need For Replenishment And Restoration
- Strengths And Weaknesses Of The American Nurses Association ' Code Of Ethics Defines Accountability
- Lord Jesus And Broken Arrow
- My Reflection On My Life
- Research Methodology For A Research