Consumer Behaviour and Perception
2.0 CONTENTS
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
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
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