Consumer Behaviuor

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---Index---

1. Introduction…………………………………………………………….….. 3

2. Literature Review……………………………………………….…..………4

3. Consumer Behaviour, Attitude and Propensity to Conform (Critically)….... 6

4. Factors of Conformity...………..……………………………………..…….. 8

5. Conclusion……………………………………………………………..…….17

6. Bibliography……………………………………………………………….…18

Title: Describe the factors that determine the amount of conformity likely to be observed among consumers.

Introduction:
The aim of this assignment to determine and understand the tendency of consumer’s conformity of buying and his purchase decisions. The actors who play in consumption processes are purchasers, users, influencers and organisations.

Cognitive psychology and social psychology are two major psychological disciplines that explain the consumer behaviour better. Cognitive behaviour is a process in which consideration about the consumers thinking, perception and learning studies. As the attitude can be changed by learning. As we know that every consumer is socially animal and he is bonded in his cultures. Cultural and social consideration while confirm of any purchasing is commonly observed in consumers. In India, a Hindu person believes a cow as a God and that’s why they do not eat beef. This is because of cultural effect on Hinduism peoples and mostly they do not purchase beef from butcher shop.

In this assignment, I have explained factors of conformity likely to be observed in consumer’s are- in social and cultural context, self- image, Perception, motivation, learning and attitude. Each case I have described separately in conformity factors part with given relevant examples. In cultural context, consumer’s choices change depends on culture and societal community. Self-image deals with prestige issue, lifestyle, designation and self confidence for purchasing products. Motivation is the force that compels the buyers to make purchase of particular motivational products. Motivation refers to the processes that cause buyers to conduct as they do. Perception is related to the selection of product on basic of its smell, sound, sights, and colours. Learning is the factor in which knowledge in advance of product takes place before buying objects. Positive and negative aspects of product determine the attitude of consumers. Product is useful or harmful compels the buyers to change their attitude.

The need to understand buyers behaviour is to generate good dealing intellect if companies want to know their buyers requirements and as a contribution into the marketing strategy. Buyer’s reaction may frequently be the decisive test of whether or not a marketing strategy will be successful.

Literature Review:
Thomas J. Reynolds in their book “Understanding Consumer Making: The Means- End Approach to Marketing and Advertising Strategy” writes about why do marketers need to know about consumer decision making? “Understanding customer’s judgment making requires watchful attention to the context in which the judgment occurs. Context can be understood at micro (immediate) and macro levels. All behaviors take place in some definite context, which contains the direct physical surroundings and the social environment (existence and power of other people, together...
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