Consumer Behavior Essay. Consumer behavior is essentially the attitudes, intentions, decisions, and actions of individuals as everyday consumers in the marketplace. The study of consumer Consumer behavior definition Consumer behavior refers to the behavior of consumers when they buy and consume economic goods and services. The behavior during the purchase of goods 16/06/ · Consumer Behaviour is the discipline developing to study ‘of the processes involved when either individuals or groups select, purchase, use, or dispose of products,
Consumer behaviour - Words | Essay Example
Read this essay to learn about Consumer Behaviour. After reading this essay you will learn about:- 1. Definition of Consumer Behaviour 2. Factors Influencing Consumer Behaviour 3. Study of Consumer as an Individual 4, consumer behavior essay. Consumer Behaviour in their Cultural and Social Settings 5. Influence of Consumer Behaviour on Decision Making Process. Consumer behaviour is defined as the behaviour that consumers display in searching for purchasing, using, consumer behavior essay, evaluating and disposing of products, services and ideas that they expect will satisfy their needs. The study of consumer behaviour is concerned not only with what consumers buy, but also with why they buy it, when, where and how they buy it and how often they buy it.
Consumer behaviour is an integral part of strategic market planning. The study of consumer behaviour is the study of how individuals make decisions to spend their available resources time, effort, money on consumption-related items. Methodology used to study consumer behaviour is known as consumer research. Consumer research takes place at every phase of the consumption process; before the purchase, during the purchase, and after the purchase. The field of consumer research developed as an extension of the field of marketing research to enable marketers to predict how consumers would react in the market place and to understand the reasons they made the purchase decisions they consumer behavior essay. Since the market place is composed of different people, with different backgrounds, different interests, different needs and wants, it is necessary to segment the markets, consumer behavior essay.
Market segmentation is the process of dividing a market into distinct subsets of consumers with common needs or characteristics and selecting one or more segments to target with a specially designed marketing mix. Following major categories of consumer characteristics provide the most popular basis for market segmentation:. Age, stage in the life cycle, occupation, economic circumstances, life-style, personality and self-concept. Research into all these factors can provide clues as to how to reach and serve consumers more effectively. Psychologists and consumer behaviourists agree that most people tend to experience the same kinds of needs and motives. Human-needs—consumer needs—are the basis of all modern marketing. Marketers do not create needs, they simply make consumers more keenly aware of unfelt needs.
Successful marketers define their markets in terms of the needs they presume to satisfy, rather than in terms of the products they sell. This is a market- oriented approach to marketing. The specific courses of action that consumers pursue and their special goals are selected on the basis of their thinking processes i. cognition and previous learning. The needs are physiological food, shelter, clothing etc. and acquired needs psychological needs like esteem, fear, consumer behavior essay, love and acceptance. For any given need, there are many different and appropriate goals.
As needs become satisfied, new higher-order needs emerge that must be fulfilled. Failure to achieve a goal often results in feelings of frustration. Personality can be defined as the psychological characteristics that both determine and reflect how a person responds to his or her environment. Trait personality theory states that individual possess innate psychological traits, e. Each individual has a consumer behavior essay self-image as a certain kind of person with certain traits, habits, possessions, relationships and ways of behaving. Consumers frequently attempt to preserve, enhance, alter, or extend their self-images by purchasing products or services and shopping at stores believed to be consistent with the relevant self-image and by avoiding products and stores that are not.
Perception is a process by which an individual selects, organises, and interprets stimuli into a consumer behavior essay and coherent picture of the world. Examples of stimuli include products, packages, brand names, advertisements, and commercials. Sensory receptors are the human organs that receive sensory inputs. The study of perception is largely the study of what we subconsciously add to or subtract from raw sensory inputs to produce our own private picture of the world. People organise these stimuli on the basis of certain psychological principles. The interpretation of stimuli is also uniquely individual, because consumer behavior essay is based on what individuals expect to see in light of their previous experience, on their motives, and interest at the time of perception.
Consumers have a number of enduring perceptions, consumer behavior essay, or images that are particularly relevant to the study of consumer behaviour. Influences that tend to distort objective interpretation include consumer behavior essay appearances, stereotypes, halo effects, irrelevant cues, first impressions, and tendency to jump to conclusions. Just as individuals have perceived images of themselves, they also have perceived images of products and services, of prices, product quality, retail stores, manufacturers, and of brands. Products and services that are perceived favourably have a much better chance of being purchased than products or services with unfavourable or neutral images. Consumers often judge the quality of a product or service on the basis of informational cues ; some are influenced by colour, size, flavour etc.
while others by price, store image, consumer behavior essay, brand image, service environment etc. In the absence of direct experience or other information, consumers often rely on price as an indicator of quality. Manufacturers who enjoy a favourable image generally find that their new products are accepted more readily than those of manufacturers consumer behavior essay less favourable images. Consumers generally perceive functional or financial risk in making product selection because of uncertainty as to the consequences of their decisions. In order to reduce this perceived risk consumers strategy by increased information search, brand loyalty, buying a well-known brand, consumer behavior essay, buying from a reputable retailer, buying the most expensive brand, and seeking reassurance in the form of money-back guarantees, warranties and pre-purchase trial.
This concept has important implications for marketers, who can facilitate the acceptance of new products by incorporating risk reduction strategies in their new product promotional campaigns. Learning is a process by which individuals acquire purchase and consumption knowledge and experience that they apply to future related behaviour. Cognitive learning theory is concerned with how information is processed by the human mind, consumer behavior essay, how it is stored, retained and retrieved. The processes of memory include rehearsal, consumer behavior essay, encoding, storage, and retrieval. Awareness of consumer attitudes is such a central concern of both product and service marketers that it consumer behavior essay difficult to imagine any consumer research project that does not include the measurement of some aspect of consumer attitudes.
In order to create persuasive communications, the marketer must first establish the objectives of the communication, then select the appropriate audience for the message and the appropriate media through which to reach them, and then design the message in a manner that is appropriate to the medium and to the audience. A prompt feedback is also essential, to enable the marketer to make modifications to the media and message, if required. These occurs on a personal level between two or more people and may be verbal or nonverbal, in person, by telephone or by mail.
In these, there is no direct contact between source and receiver through impersonal media such as television, radio, newspapers, or magazines, consumer behavior essay. Media selection depends consumer behavior essay the product, the audience and the advertising objectives of the campaign. Almost all individuals regularly interact with other people who directly or indirectly influence their purchase decisions. Hence, the study of groups and their impact on the individual is of great importance to marketers concerned with influencing consumer behaviour. Following are the basic types of consumer-relevant groups which influence the consumption behaviour in individuals:. Expert appeals. A person who, because of his occupation, special experience is in a unique position to help the prospective consumer evaluate the product or service.
Common man appeals. In this, testimonials of satisfied customers are used to demonstrate to prospective customers that someone just like them uses and is satisfied with product or service. Executive appeals. In this, firms use their top executives as spokespersons in consumer ads. These present an idealised image and dispense information that can be very important for the product or service. These reference group appeals are effective promotional strategies because they increase brand awareness and reduce perceived risk among prospective customers, consumer behavior essay. Many marketers recognise the family consumer behavior essay the basic decision-making unit, they most frequently examine consumer behavior essay attitudes and behaviour of only one member who is a major decision-maker.
Sometimes, they consumer behavior essay examine the attitudes and behaviour of the primary user of the product or service. The extent and nature of husband-wife influence in family decisions depends on the specific product or service, and the specific product feature under consideration. Social class profiles provide a consumer behavior essay picture of the values, attitudes, and behaviour that distinguish the members of various social classes. Social class may be defined by the amount of status that members of a specific class possess in relation to members of other classes. In recent years, some marketers has turned to geo-demographic clustering. Geo-demographic clustering is a technique that combines geographic and socioeconomic factors to locate concentrations of consumers with particular characteristics.
Consumer researchers have been able to relate social-class standing to consumer attitudes concerning specific products and social class influences on the actual consumption of products. In the context of consumer behaviour, culture is defined as the sum total of learned beliefs, values and customs that serve to regulate the consumer behaviour of members of a particular society. Beliefs and values are guides for consumer behaviour. The members of a specific subculture possess beliefs, values and customs that set them apart from other members of the same society. Subculture defines a distinct cultural group that exists as an identifiable segment within a larger and more complex society.
India has a large number of subcultures depending upon geographical location, castes, tribes, religion, age, sex, etc. All consumers are simultaneously members of more than consumer behavior essay subcultural segment. Cross-cultural consumer analysis is the effort to determine to what extent the consumers of two or more nations are similar or different. If international marketers are to satisfy the needs of consumers effectively, they must understand the relevant similarities consumer behavior essay differences that exist between the peoples of the countries they decide to target.
Consumers have specific attitudes or even preference for products made in particular countries. Main problems involved in cross-cultural analysis are: differences in language, consumption patterns, needs, product usage, economic and social conditions, marketing conditions etc. Cross-cultural analysis should be based on psychological, social, and cultural characteristics concerning the consumption habits of foreign consumers. Such analysis would identify increased marketing opportunities that would benefit both international marketers and their targeted consumers.
Nature and dynamics of this influence called the opinion leadership process, and the personality and motivations of those who influence called the opinion leaders, and those who are influenced called the opinion receivers are need to be examined. Opinion leadership is the process by which one person the opinion leader informally influences the actions or attitudes of others, who may be the opinion seekers or merely opinion recipients. Marketing strategists concentrate their efforts more on the opinion leaders segment as compared to opinion receivers segment. Therefore, marketers can create opinion leaders for their products by taking socially involved consumer behavior essay influential people and deliberately increase their enthusiasm consumer behavior essay a product category.
а Consumers, as it represent increased opportunities to satisfy personal, social and environmental needs. b Marketers, as it provide an important mechanism for keeping the firm competitive and profitable. c Entire country or geographic regions or even the world, as it represent potential improvements in the quality of life for people.
Consumer Behaviour Photo Essay
, time: 2:43Essay on Consumer Behaviour: Top 8 Essays | Microeconomics
1/06/ · Consumer Behaviour A milestone definition of marketing by Peter Drucker () would firmly establish the relative value and importance of consumer behaviour in effective 16/06/ · Consumer Behaviour is the discipline developing to study ‘of the processes involved when either individuals or groups select, purchase, use, or dispose of products, Consumer Behavior Essay. Consumer behavior is essentially the attitudes, intentions, decisions, and actions of individuals as everyday consumers in the marketplace. The study of consumer
No comments:
Post a Comment