Definition of Consumer Behaviour
Consumer Behavior – Assignment 1
How do you define and explain consumer behavior?
Consumer behavior is considered to be an inseparable part of marketing. Kotler and Keller (2011) state that consumer behavior is the study of the ways of buying and disposing of goods, services, ideas or experiences by the individuals, groups and organizations in order to satisfy their needs and wants. Consumer behavior has been defined as a process which through inputs and their use though process and actions leads to satisfaction of needs and wants (Enis, 1974, p.228).
The definition formed by Solomon (1995) defined consumer behavior is a process of choosing, purchasing, using and disposing of products or services by the individuals and groups in order to satisfy their needs and wants. Consumer behavior defined by Stallworth (2008) is a set of activities which involves the purchase and use of goods and services which resulted from the customers emotional and mental needs and behavioral responses.
Although the definitions given above are various, they all lead to common view that consumer behavior is a process of selecting, purchasing and disposing of goods and services according to the needs and wants of the consumers.
Besides that, Kotler and Keller (2011) highlight the importance of understanding consumer behavior and the ways how the customers choose their products and services can be very important for manufacturers as well as service providers as this provides them with competitive advantage over its competitors in several aspects. For example, they may use the knowledge obtained through studying the consumer behavior to set their strategies towards offering the right products and services to the right audience of customers reflecting their needs and wants efficiently.
Another valuable argument is provided by Egen (2007) about the importance of understanding the consumer behavior. According to the author, better awareness of consumer behavior is a positive contribution
How do you define and explain consumer behavior?
Consumer behavior is considered to be an inseparable part of marketing. Kotler and Keller (2011) state that consumer behavior is the study of the ways of buying and disposing of goods, services, ideas or experiences by the individuals, groups and organizations in order to satisfy their needs and wants. Consumer behavior has been defined as a process which through inputs and their use though process and actions leads to satisfaction of needs and wants (Enis, 1974, p.228).
The definition formed by Solomon (1995) defined consumer behavior is a process of choosing, purchasing, using and disposing of products or services by the individuals and groups in order to satisfy their needs and wants. Consumer behavior defined by Stallworth (2008) is a set of activities which involves the purchase and use of goods and services which resulted from the customers emotional and mental needs and behavioral responses.
Although the definitions given above are various, they all lead to common view that consumer behavior is a process of selecting, purchasing and disposing of goods and services according to the needs and wants of the consumers.
Besides that, Kotler and Keller (2011) highlight the importance of understanding consumer behavior and the ways how the customers choose their products and services can be very important for manufacturers as well as service providers as this provides them with competitive advantage over its competitors in several aspects. For example, they may use the knowledge obtained through studying the consumer behavior to set their strategies towards offering the right products and services to the right audience of customers reflecting their needs and wants efficiently.
Another valuable argument is provided by Egen (2007) about the importance of understanding the consumer behavior. According to the author, better awareness of consumer behavior is a positive contribution
References: 1. Marketing Teacher, (2014). What is Consumer Behavior? - Marketing Teacher. [online] Available at: http://www.marketingteacher.com/what-is-consumer-behavior/ [Accessed 13 Aug. 2014]. 2. Behavior, I. (2011). Consumer Behaviour: Introduction to Consumer Behavior. [online] Consumers-behaviour.blogspot.com. Available at: http://consumers-behaviour.blogspot.com/2011/08/introduction-to-consumer-behaviour.html [Accessed 13 Aug. 2014]. 3. StudyMode, (2014). The Importance of Consumer Behavior to Marketers by Andytaha. [online] Available at: http://www.studymode.com/essays/The-Importance-Of-Consumer-Behavior-To-744866.html [Accessed 13 Aug. 2014]. 4. Enis, B.M. (1974) “Marketing Principles: The Management Process” 5. Solomon, M. (1995) “Consumer Behaviour” (3rd edition), New Jersey: Prentice Hall 6. Kotler, P. and Keller, K. (2011) “Marketing Management”(14th edition), London: Pearson Education 7. Egan, J. (2007) “Marketing Communications”, London: Cengage Learning 8. Blackwell, R., Miniard, P. and Engel, J. (2006) “Consumer behavior”, Mason: Thompson 9. Stallworth, P. (2008) “Consumer behaviour and marketing strategic”, online, pp.9.