Consumer Behaviour

Topics: Research, Scientific method, Marketing Pages: 9 (2515 words) Published: December 26, 2012
Consumer behavior:
Consumer behaviour is the study of individuals, groups, or organizations and processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and impacts that these processes have on the consumer and society. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Customer behaviour study is based on consumer buying behaviour, with the customer playing three distinct roles of user, payer and buyer. Research has shown that consumer behaviour is difficult to predict, even for experts in the field. Relationship marketing is an influential asset for customer behavior analysis as it has a keen interest in re-discovery of true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalization, customization and one-to-one marketing. Social functions can be categorized into social choice and welfare functions. Each method for vote counting is assumed as social function but if Arrow’s possibility theorem is used for a social function, social welfare function is achieved. Some specifications of the social functions are decisiveness, neutrality, anonymity, monotonicity, unanimity, homogeneity and weak and strong Pareto optimality. No social choice function meets these requirements in an ordinal scale simultaneously. The most important characteristic of a social function is identification of the interactive effect of alternatives and creating a logical relation with the ranks. Marketing provides services in order to satisfy customers. With that in mind, the productive system is considered from its beginning at the production level, to the end of cycle, consumer (Kioumarsi et al., 2009). The Black box model

The black box model shows the interaction of stimuli, consumer characteristics, and decision process & consumer responses. It can be distinguished between interpersonal stimuli (between people) or intrapersonal stimuli (within people). The black box model is related to the black box theory of behaviorism, where the focus is not set on the processes inside a consumer, but the relation between the stimuli and the response of the consumer. The marketing stimuli are planned and processed by the companies, whereas the environmental stimuli are given by social factors, based on the economical, political and cultural circumstances of a society. The buyer’s black box contains the buyer characteristics and the decision process, which determines the buyer’s response. The black box model considers the buyers response as a result of a conscious, rational decision process, in which it is assumed that the buyer has recognized the problem. However, in reality many decisions are not made in awareness of a determined problem by the consumer.

Black box model
environmental factors| BUYER'S BLACK BOX| BUYER'S RESPONSE| Marketing Stimuli| Environmental Stimuli| Buyer Characteristics| Decision Process| | Product
Promotion| Economic
Natural| Attitudes
Knowledge| Problem recognition
Information search
Alternative evaluation
Purchase decision
Post-purchase behavior| Product choice
Brand choice
Dealer choice
Purchase timing
Purchase amount|

Research has been defined in a number of different ways.
A broad definition of research is given by Martyn Shuttleworth - "In the broadest sense of the word, the definition...

References: Consumer Psychologist: Research Methods
Fachak: Consumer Behavior Research Methods
Sandhusen, Richard L.: Marketing (2000). Cf. S. 218
Sandhusen, Richard L.: Marketing (2000). Cf. S. 219
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