CONSUMER BEHAVIOUR AND PERCEPTION
2.1 WHAT IS CONSUMER BEHAVIOUR?
It is necessary to understand consumer behaviour; this is based on the activities leading to the acquisition and use of goods or services, including decision-making processes that determine a purchase. In this process the consumer performs actions such as search, purchase, use and evaluation of products expected to be used to meet their needs (Solomon Michael, 2007). The activities, processes and social relations to which reference has been made include various actions of the consumer: knowledge of a need, when you make a comparison between stores, the simple reasoning of information that are available in regard to the benefits and risks of the desired product, or seek advice from a friend about a new product. The purchase of a product includes experiences such as mental and physical stimulation, social changes, the more status and power. (Kollat David). Consumer behaviour is based in a social environment, its meaning that consumers should be considered in light of its relations with others. In the process of purchase, consumers are seeking information about products, available alternatives and then choosing the most suitable option that meets their needs. Consumer behaviour is used to sell easy and more goods, as can be determined by consumers previous to purchase, therefore the needs and desires of consumers are the main focus of the company. There are two types of consumers, who buy products or services by themselves, family or friends, and are formal organizations that buy goods or services for use in organizational functions such as production or resale. 2.2 IMPORTANCE OF CONSUMER BEHAVIOUR
The most important reason companies studying consumer behaviour is because of the central role it plays in consumer’s lives, much of the time people are thinking in the market by buying or related activities (Virgil, 2010). Besides, it is important to understand consumers in order to help the company or organisation achieve its objectives. Advertising managers, product designers and many others who work in profitable companies want consumers to know in order to perform their tasks more efficiently. The study of consumer behaviour in some cases is complex because of the multitude of variables involved and their tendency to interact with every employee’s reciprocal influence, to deal with the complexity of models have been designed into consumer behaviour. The models serve to organize our ideas on consumer identifying relevant variables, to discover its fundamental characteristics and to specify the variables are interrelated. It is very important to understand the lifestyle of the consumer. The lifestyle is seen as the way a person lives, what products to buy, when to buy, how often repurchase and how it's used. Also how the individual sees themself, their emotions, perceptions and desires as a result of factors that directly affect their decisions.
2.3 CHARACTERISTICS INFLUENCING CONSUMER BEHAVIOUR
Consumers collectively influence the socioeconomic conditions of an entire society. Market systems are based on free will, the public has a profound influence on what we produce and use the resources for it. Hence the important influence that consumer behaviour has on the quality and standard of living. The basic factors that influence the lifestyle of consumers are of two types: external as demographics, culture, income and social class, reference groups and family, and among the internal factors include personality, emotions, motivation, perceptions and learning (Punjaisri, 2008 ). Marketing stimuli product, price, place and distribution and other forces of economic environment, technological, political, cultural produce certain responses in the consumer as the product choice, brand alternative, choice of provider, timing of buy and purchase amount. 2.3.1 EXTERNAL INFLUENCES
These are some of the factors of the external environment: demographic,...