Consumer Behaviour:
Within the study Marketing, a crucial concept to understand is Consumer behaviour. Consumer behaviour according to (Ha & Perks, 2005) can in some ways be described as an Umbrella term / Concept which contains many other sub-topics and concepts that stem from the original concept of Consumer Behaviour. (Soloman, Russell-Bennet, & Previte, 2016) States that Consumer Behaviour is the study pre-Consumption, Post Consumption and Consumption phases of a consumer 's decision-making processes.(Soloman, Russell-Bennet, & Previte, 2016) however, states that the study of Consumer behaviour takes into consideration more than just what is being offered to the consumer in terms of goods and services and the processes involved pre, post and during consumption.
The ability of marketers and
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The consumer decision-making process according to (Jha, 205) is a process that should be perceived by marketers to place a heavy importance upon how consumer behave and in particular, the mental processes that take place allowing the for decision to be made can immensely influence the end result. (Deka, 2016) states that the Consumer decision-making process helps marketers and advertisers identify where key consumer touchpoints can be fully utilised in which consumers can be reached and exposed to advertising. However, (KOLLAT, ENGEL, & BLACKWELL, 2005), (Rust & Espinoza, 2016) states that due to the technological advances in media and the way in which consumers now seek and find information through numerous media, it has become harder to identify the most appropriate form of advertising and touchpoints to use to create exposure to the target audience. (Rust & Espinoza, 2016) states that due to the advances in modern technology Marketers need to shift their focus from textbook methods of marketing too much stronger emphasis on service and relationship with
Consumer behavior is the ways that consumers exhibit in searching for, purchasing, using, evaluating, and disposing of, products and services. The study of consumer behavior as a separate marketing discipline all started when marketers realized that consumers did not always react as marketing theory suggested they would (Ekström, 2003). Many consumers rebel at using the identical products that everyone else used, instead they prefer differentiated products that they feel reflect their own special needs, personality and lifestyles.
Over the decades, three key areas of involvement have been identified to be with advertising, product and purchase. Of these, this paper will be examining purchase involvement which is generally described to be relating to level of interest in the purchase process (Beatty, Homer, and Kahle, 1988). The buying process is generally regarded with the following stages: need/problem awareness, information search, and evaluation of alternatives, purchase and post-purchase experience (Baker, 2002)
... of consumer behaviour, lays emphasis on the objectivity of science and the consumer as a reasonable and sensible decision maker. While, the interpretive point of view is in contrast to that of the positivist, in that it emphasises on the importance of the subjective meaning of the consumers individual experience, hence, it suggest that whichever behaviour a consumer performs is subject to diverse interpretations to a certain extent than just a single explanation to it.
Consumer Behaviour is crucial and an important part of marketing strategy. Organizations have to understand their customers, build strong relationships, provide necessary information about the products and services and stay close to them. Many successful companies have recognized the importance of consumers and have sophisticated approaches and detailed data from which to develop organizational and marketing strategies. Consumer behaviour means personal thoughts and feelings, people attitude, trust and experience, the actions they perform in consumption process and also all the things that can have an influence the attitudes. It is important to understand that consumer behaviour is dynamic, needs interactions and exchanges.
This essay will attempt to perform an ethnographic study of subcultures of consumption focusing on the Goth community. After reading Schouten’s and McAlexander’s “Subcultures of consumption: an ethnography of new bikers”, a similar study with Goths as the main point of focus will take place. I will begin by defining subcultures of consumption and the Goth community focusing on (1) structure, (2) ethos, (3) the effect it has on their lives as consumers and (4) how marketing institutions are linked to the subculture. I will also use other theories learnt during the course of Consumer Behaviour such as symbolism, role theory or gender to illustrate the power of consumers in this neo-liberalist society.
In this essay I will be explaining how advertisers find different ways to connect to the consumers and will show examples of how these advertisements influence the consumer in buying that product. Before this I need to understand the consumer behavior and on the following I need to understand Maslow’s Hierarchy of Needs.
„X Neal, C. Quester, P. and Hawkins, D. (2000), Consumer Behaviour: Implications for Marketing Strategy, McGraw-Hill: Sydney
As the study of consumer behaviour evolved into a distinct discipline, newer approaches were offered to describe and explain what influences consumer behaviour. The following models emphasize on the mental activity that occurs before, during and after purchases are made. The focus is on consumer decision making, specially on how individual consumers arrive at brand choices. Here consumer is analyzed as a system with stimuli as the input to the system and behaviour as the output to the system.
In today’s competitive world where organizations looking for high profitability and market share, consumers have very important role. Companies are looking for capture consumers in order to get larger market share. For this reason organization developed a number of techniques and tools. One of such tools is consumer behavior which has been come from economic theory. Consumer behavior is mainly studying the factors and situations that can affect purchase decisions of consumers. Consumer behavior is being very important discipline of management sciences which help out to understand of customers’ decision making.
Peter, J. P., & Olson, J. C. (2010). Consumer behavior & marketing strategy (9th ed.). New York: McGraw-Hill Irwin.
Cultural. Noel, H. (2009).Define culture as the collection of norms, values, belief and the tradition of people living in the same society in a country. Culture is important when it comes to recognise the wants and behaviour of and individual consumer. However, culture is the share of every society and is very important to people wants and behaviour. The impact of culture on consumer buying behaviour is differ from country to country. Producers and marketer need to be very careful when investigating the culture of different categories of people in the different region of the country. However, the existing of culture an individual consumer will be influence my family, friend environment and the society they live. For example the buying culture
The consumer market pertains to buyers who purchase goods and services for consumption rather than resale. However, not all consumers are alike in their tastes, preferences and buying habits due to different characteristics that can distinguish certain consumers from others. These particular consumer characteristics include various demographic, psychographic, behaviorists and geographic traits. Marketers usually define these consumer
Consumer Decision Process From buying a hamburger to buying a house people use a process in order to make a decision on what to buy. (book cite) describes this as the consumer decision process (pg.175). Utilizing a consumer decision process model, marketers are able to better understand how consumers are purchasing products and services. The five step consumer decision process model includes need recognition, information search, alternative evaluation, purchase, and post purchase.
The research on consumer behavior assists the organization recognize and forecast the purchase behavior of the consumers while they are purchasing a product. Thus, the study of consumer behavior helps the marketers not only to understand what consumer's purchase, but helps to understand why they purchase it (Kumar, 2004). There are a lot of elements which can influence the purchase decision of consumers such as social influences, cultural influences, psychological factors and personal factors (Super Professeur, 2011). Understanding these factors helps the company to market the product on right time to the right consumers in order to generate more profits. On the other hand, if the marketers fail to understand these components that might influence consumers, they will fail to convince the consumers to purchase that product or will fail to meet the demands of consumers. However, consumer behavior is one of the stimulating and challenging areas in marketing studies being a human activity focused on the products and services. Thus understanding the behavior of the consumers is a great challenge. Moreover, it is not easy to get a full picture of consumer behavior as customers make plenty of different buying decision every day and they usually do not know exactly what influences their purchase. In short, basing on all
manager and other of mother. Therefore her buying decisions will be influenced by her role and status.