The Three Key Aspects Of Consumer Behavior

Introduction: Marketing is defined as the process of moving the goods and services from a conceptual state into the hands of a consumer. The important component of a market is a consumer. The consumer goes through various processes that allows him/her to purchase a product or service. The decision to purchase a product or service will be made by the consumer and the process that leads to this final decision is called as the decision making process and the whole concept is coined as the buyer behavior. The three main aspects of the buyer behavior are acquisition, consumption and disposal. There are various factors that affect the consumer behavior. On a high level these factors or variables are classified into two types say:

 Internal variables

This depends on the three major factors.

 Nature of stimulus

 Consumer’s previous experience

 Consumer’s motives

Nature of stimulus: Depending on the nature of product, the physical attributes, the brand, reviews, designs and advertisements, the stimuli can have a large amount of variations. Example: Offers provided for the products like “BUY ONE GET ONE FREE”, “BUY THREE IN PRICE OF TWO” convince the customer and decides to but more at similar time.

Consumer’s previous experience: Consumer sees only what they expect or what they want to see. By their previous experience about the product or thing, they decide whether to buy it or whether to move on to other options. According to their need, different consumer would see different qualities in the same product.

Consumer’s motives: People usually ignore the stimuli which are irrelevant to their need. A number of innovative and attractive advertisements were prevailed for selling the product and this also helps in changing the view of the consumer. This is how marketer targets a particular segment of

There are various stimulus factors. The first one being size and intensity. The large stimuli are said to acquire greater attention compared to the smaller ones. Intensity of the stimulus can always draw more attention. The next factor is the color. Color plays a vital role in grabbing the attention. Usually brighter colors have more impact compared to the darker colors. Next comes position, which is one of the important determinants of perception. It refers to the placement of an object in an individual’s visual field. Items placed in the center are more likely to be noticed clearly whereas the items placed at the edge will be noticed less. Thus eye-space level plays a great role in perception. Isolation is the next factor which differentiates the stimulus object from others. This plays a vital role in making the consumers look at the product clearly. Next factor is the format in which the objects are arranged. The target market should be taken into consideration while dealing with the format factor of perception. Also the quantity of information plays a vital role. The information should not be overloaded as well as the consumers must not get less information than they expect. The information provided should be precise and