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A consumer is a person or group of people that are the final users of products and or services generated within a social system. A consumer may be a person or group, such as a household. The concept of a consumer may vary significantly by context. In other words, An individual who buys products or services for personal use and not for manufacture or resale . A consumer is someone who can make the decision whether or not to purchase an item at the store , and someone who can be influenced by marketing and advertisements . Any time someone goes to a store and purchases a toy , shirt , beverage , or anything else, they are making that decision as a consumer. CONSUMER BEHAVIOUR :
How many times throughout the day do people make product decisions? If you stop to think about it , many product decisions are made every day, some without much thought. What should I wear? What should I eat? What am I going to do today ? Many product decisions are answered routinely every day and they help move the economy of cities, countries and ultimately the world. Product decisions also shape life for the consumer. How can simple decisions be so important ? Why do marketers spend millions of dollars to uncover the reasons behind these decisions? To define consumer behavior: It is the study of consumers and the processes they use to choose, use (consume), and dispose of products and services . A more in depth definition will also include how that process impacts the world. Consumer behavior incorporates ideas from several sciences including psychology, biology, chemistry and economics. " All marketing decisions are based on assumptions and knowledge of consumer behavior". Researching consumer behavior is a complex process, but understanding consumer behavior is critical to marketers-they can use it to: * Provide value and customer satisfaction.
* Effectively target customers.
* Enhance the value of the company.
* Improve products and services.
* Create a competitive advantage
* Understand how customers view their products versus their competitors' products. * Expand the knowledge base in the field of marketing,
* Apply marketing strategies toward a positive affect on society (encourage people to support charities, promote healthy habits, reduce drug use etc.)
Consumer Buying Process:
Generally, the purchaser passes through five distinct stages in taking a decision for purchasing a particular commodity. These stages are: (i) Need Arousal
(ii) Information Search
(iii) Evaluation Behavior
(iv) Purchase Decision, and
(v) Post Purchase Feelings.
The buying process starts with need arousal. A need can be activated through internal or external stimuli. A need can also be aroused by an external stimulus such as sight of a new thing in a shop while purchasing other things. There is two-fold significance of need arousal stage to a marketing man. 1. First the marketer must identify the drive that might actually or potentially connect to the product class or brand and make the buyer feel that the product can satisfy the drive, he feels, and 2. It also helps recognize that the need levels for the product fluctuate over time and are triggered by different cues. The marketer can arrange cues to conform better to the natural rhythms and timing...
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