Consumer behaviour is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas, or experience to satisfy their needs and wants. Marketers must fully understand both the theory and reality of consumer behaviour. It is the study of when, why, how, and where people do or do not buy product. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer.
Consumer Behaviour Model
|ENVIRONMENTAL FACTORS |BUYER'S BLACK BOX |BUYER'S RESPONSE | |Marketing Stimuli |Environmental Stimuli |Buyer Characteristics |Decision Process | | |Product |Economic |Attitudes |Problem recognition |Product choice | |Price |Technological |Motivation |Information search |Brand choice | |Place |Political |Perceptions |Alternative evaluation |Dealer choice | |Promotion |Cultural |Personality |Purchase decision |Purchase timing | | |Demographic |Lifestyle |Post-purchase behaviour |Purchase amount | | |Natural |Knowledge | | |
The consumer behaviour model shows the interaction of stimuli, consumer characteristics, and decision process and consumer responses. It can be distinguished between interpersonal stimuli (between people) or intrapersonal stimuli (within people). The marketing stimuli are planned and processed by the companies, whereas the environmental stimuli are given by social factors, based on the economical, political and cultural circumstances of a society. The buyer’s black box contains the buyer characteristics and the decision process, which determines the buyer’s response. The consumer behaviour model considers the buyers response as a result of a conscious, rational decision process, in which it is assumed that the buyer has recognized the problem. However, in reality many decisions are not made in awareness of a determined problem by the consumer.
Buyer Behaviour in the Car Accessories Market
Marketing mix influence:
The marketing mix influences- marketing mix is used to reinforce the advantages of the car accessories carefully reflecting its core values and positioning. It confirms how and why it will be of interest to various segments of the customers.
a) “Product”- reflecting the brand
In branding and market positioning, brands wishes to communicate a number of key attributes of the accessories. The brands positioning statement is designed to convey the product advantages and the character of the model in a way that will best attract the target market.
b) “Place”- getting the product to the customer
In order to succeed at getting the product to the customer, the companies employ agents or dealers who carry the product to the final consumers. This means that support should be given to the dealers around to promote the model in a way that generates demand for it.
c) “Price”- reflecting the positioning strategy
The company should have a clear understanding of its key target market for e.g. (young people) for different segments of consumers and should design pricing...