Understanding consumers’ behaviors and their purchasing patterns is a huge advantage to understanding the way they think and the reason for their purchases. The economy and the market trend is a great way to know the behaviors of these consumers. Consumers are influenced not only by economy but by psychology as well. In the following essay I will encourage the reader to utilize their critical thinking skills as to how understanding the consumers’ behavior will impact advertisements and marketing.…
Consumer behavior is defined in a variety of ways such as “the dynamic interaction of affect and cognition, behavior and environmental events by which human beings conduct the exchange aspects of their lives.” by the American Marketing Association. (2008). In a simpler form, consumer behavior can be explained as the actions of consumers and the different approaches a person may take to decide what to buy and the decision making process. The decision making process can be effected by many factors all related to a person or persons lifestyle. Determining that behavior can be confusing and marketers need to use research techniques to understand the consumer. Understanding the intent to buy, buying process and post purchase issues from a marketing perspective raises many questions and is an in-depth process. “The basic marketing concept hold’s that firms exist to satisfy consumers’ needs.” (2004, Solomon). Once that basic concept is understood, an organization can focus on key goals to achieve a competitive advantage. Marketing strategies are used to gain better understanding of the market, consumers, environment, supply and demand and competition. The behaviors of consumers such as personality, emotions, attitudes, learning style, and perception of the consumer helps companies design their marketing techniques. External influences are also need to be studied and factors such as culture and sub-culture, demographics, social status, and family structure helps understand the decision making process of the consumer’s behavior. For marketing strategy to succeed, the insight to the consumer’s decision-making process is a good starting point.…
Marketing strategy relies moderately on information gained through the analysis of customers. Determining their needs and wants, how they will react to prices, how they will attach value to the product or service they purchase, and how to choose between brands to name a few. This information creates guidelines and reference points for managers to work with. The key to effective marketing is to be accurate and precise when analyzing customers, and this doesn’t come easy to marketing managers. The analysis of a customer has many distinctive characteristics. Some customers know what they want, while others may not know exactly what they want. Customer behavior and the entire thought process customers go through before making a purchase is a piece of the puzzle that marketers can sometimes not encrypt. Establishing a constructive means for understanding the needs and wants of a customer doesn’t always fare…
Consumer behaviour is the most essential aspect of marketing, which outlines what consumers’ need, and what influences their buying behaviour.…
Perner, L. (2008). CONSUMER BEHAVIOR: THE PSYCHOLOGY OF MARKETING. USC. Retrieved on February 2, 2010, from http://www.consumerpsychologist.com/…
Consumers should know their consuming behaviour before purchasing a product. The purpose of this portfolio is to review and evaluate my own consuming behaviour distributed over three categories. Firstly, I will review on my philosophical assumptions and to discuss about my beliefs on the importance of advertising and marketing. Secondly, I will identify a consumer behaviour that I have done recently and to analysis what type of decision maker I am. Finally, I will examine how do I express my complaints to the organisation and my dissatisfaction. These three categories are formed by different worksheets. This portfolio is designed to help and understand how to take advantages from my consumer behaviour when purchasing products. Consumer behaviour theories will also be used throughout the portfolio and will demonstrate the linkages to my consumer behaviour.…
One of the most challenging concept in marketing deals with understanding why consumers behave in a certain way or do what they do (or don’t do). Two major psychological concepts are often used to explain and understand the consumer’s behaviour. The first is the so called in psychology the cognitive psychology in which the focus of the study is the mental behaviour i.e. the internal influence such as perception, memory, attention, attitude, beliefs, values, personality and buying motives. The second psychological concept is the social psychology in which the phenomenon of consumer behaviour is completely influenced by the external forces, i.e. social and referenced groups. There is no doubt that the consumer behaviour is extremely complex due to the nature of human beings differences in all the levels. Nevertheless, a common definition of consumer behaviour is the study of individuals, groups, or organizations and the processes of the buying units and the exchange processes involved in acquiring, consuming, and disposing of goods, services, experiences, and ideas. But such knowledge is critical for marketers since having a strong understanding of buyer behaviour will help shed light on what is important to the customer and also suggest the important influences on customer decision-making. Using this information, marketers can create marketing programs that they believe will be of interest to customers.…
1. As a group we feel that value-expressive or identification influence is the primary influence being utilized. The goal here is to have the target market identify and internalize group values and beliefs and then act on them. The implicit belief is that Camry is part of an active, adventurous, urban lifestyle almost like a tribe or a sub-culture. Notice the strategy of showing a member of the target group using the automobile which is consistent with an identification or value-expressive influence strategy. The campaign is almost trying to portray the Camry as an ‘extension of self’.…
In today’s consumer market, much attention is paid to the psychology of the consumer. It is the leading factor in determining if a product will be marketed, when it will be marketed and where it will be marketed. To make these determinations companies have focused on certain psychological concepts. Examples of the psychological concepts and how they are used will also be discussed in this paper.…
Schiffman (2007) believes that consumers are rational decision makers who are only concerned with self interest making it even complex since different people have varying interests and personal ambitions. This argument by schiffman (2007) is based on the utility theory which holds that consumers make choices based on the expected benefits they are likely to obtain from the decisions they make. To understand the factors influencing consumer decisions, the approach then should be centered on what benefits is a consumer likely to derive from purchasing a particular product and what are the constraints.…
Consumer behavior varies between purchases and from one person to the next. However, these consumer behaviors are affected by several factors and they are economic, psychological and social factors. First, for the economic needs, most economists believe consumers are economic buyers. Economic buyers are people who compare prices among the products and try to choose the product with the greatest value and the product that will give the highest satisfaction to the customer. This estimation is possible through comparing the product to one’s economic needs. Different types of economic needs are present in consumers. Marketing managers try to provide consumers with the greatest economic value; however, better economic value does not necessarily mean lower cost, but a product that lasts longer or is more efficient. As the economic condition of the consumer is based on their income, economic value and income are crucial in consumer’s purchase decisions.…
Introduction - Consumer Needs, Motives and Values - Unit 1 - 1.1 Understanding Consumer Behaviour Unit 1: Introduction - Consumer Needs, Motives and Values V1.0 © NCC Education Limited Introduction - Consumer Needs, Motives and Values - Unit 1 - 1.2 Understanding Consumer Behavior Lecturer: Louis’ email: Louis L. Villar consumer.behavior@yahoo.com TA Ms. Thu Huong’s email: agomong1012@yahoo.com When you get home, please send an email to consumer.behavior@yahoo.com with cc copy to agomong1012@yahoo.com and send the following: 1.…
behaviour. An online survey was filled by 30 customers. In addition to the above, an ethnographic…
Based on assumption of the human nature behaviour, four models of consumers in relation to consumer decision-making have been illustrated by Schiffman (2010) - they are economic, passive, cognitive and emotional views. This paper is to compare and contrast the four views of consumer decision-making, to analyze various models of human behaviour in relation to consumer decision-making so that marketers can better understand how consumer behaviour influenced by the factors in the process of consumer decision making before marketing strategies can be developed.…
We wish to express our sincere thanks to Ms. Aparna Goel, Lecturer Consumer Behaviour, and FACULTY- AMITY BUSINESS SCHOOL for giving us the opportunity to work on this exciting project. This has given us the insight of how the various theoretical concepts are applied in an organization.…