Marketers must exercise care in analyzing consumer behaviour. Consumers often turn down what appears to be a winning offer. As soon as managers believe that they understand their consumers, buyer decisions are made that appear to be irrational. But what looks like irrational behaviour to a manager is completely rational to the consumer. Buying behaviour is never simple. It is affected by many different factors. Yet understanding it is the essential task of marketing management. .
Chambers, Chacko, and Lewis have summarized the basic beliefs about consumer behaviour into five premises. These premises provide a good basis on which to start a discussion of consumer behaviour. .
Premise 1 : Consumer behaviour is purposeful and goal oriented. As we mentioned in the introduction, what looks like irrational behaviour to a manager is completely rational to a consumer. .
Premise 2 : The consumer has free choice. Consumers do not have to pay attention to your marketing communications. Messages are processed selectively. In most cases the consumer has several products from which to choose. .
Premise 3 : Consumer behaviour is a process. marketers need to understand the process. .
Premise 4 : Consumer behaviour can be influenced. By understanding the purchase decision process and the influences on this process, marketers can influence how consumers behave. .
Premise 5 : There is a need for consumer education. Consumers may act against their own interests because of a lack of knowledge. For example, some people think they can handle their alcohol and drive safely after excessive drinking. Marketers have a social responsibility to educate consumers. .
Consumer buying behaviour refers to the buying behaviour of final customers - individuals and households who buy goods and services for personal consumption. The consumer market consists of all these individuals and households. The U.S. consumer market includes over 280 million persons who consumer more than $2.
Marketers must exercise care in analyzing consumer behaviour. ... Premise 1 : Consumer behaviour is purposeful and goal oriented. ... Premise 4 : Consumer behaviour can be influenced. ... Consumer behaviour model Today's marketplace has become very competitive. ... Consumer behaviour across international cultures. ...
It can simply mean that the self-concept has impact on a consumer's behaviour. ... In addition, the study found that the interaction of a buyer's personality and the image of the purchased product often influenced the consumer's buying behaviour. ... These will influence to consumer's behaviour and attitude to the brand. ... However, marketers have to conduct a consumer survey to gather information about their customer behaviour, attitudes, belief and preferences. ... These theories played a prominent role in the study of the relationship between consumer behaviour and pers...
Introduction Family is the most influential group for the consumer. ... The purpose of this report is to discuss the role of the family in consumer behavior. ... As we can see, information always give parents or children the first idea for purchase goods, then parents or children begin to exert influence for make the decision before buying behaviour have taken place. ...
Buyer Behaviour Buyer Behaviour- Allegiance Corporation 1. ... Organisational buying behaviour is in many ways very different to consumer behaviour in the market place, though we can still apply certain theories and models relating to this. ... One major influencer on their behaviour once potential suppliers have come up is the importance of the product. ... Which models of buyer behaviour would be useful to the marketing manager when designing this site? ... As an organisation the company is not just selling there products to a consumer like a shop might in supermarke...
They regularly purchase organic food and earth-friendly products and are willing to pay premium prices 2.2.2 Green mainstream The New Green Mainstream consumers are concerned about the environment, in particular the impact of chemical fertilizers and pesticides 2.2.3 Affluent people Affluent healers are wealthy, older people interested mainly in their health - the nutritional aspect of organic food is more important to them than the environmental aspects 2.2.4 Young and trendy Young recyclers are young, single individuals who, although they claim to be environmentally sensitive, do ...
Motivation occurs when a consumer identifies a need that requires satisfying. ... Recent research has proven that personality traits are often better predictors of consumer behaviour than traditionally used demographic variables. ... A consumer's values heavily influence their purchase patterns and how they engage with brands. ... Conducting this project has provided me with an insight of how various aspects of consumer behaviour may represent the driving force behind a company's strategic marketing plans. This research has also reinforced the concept that branding is continuously be...
The traditional rules guiding gender behaviour are increasingly ignored, people are freer to express themselves without being tied to gender norms. ... GENDER IMAGES AND SELF CONCEPT FROM TWO PERSPECTIVES The realities of contemporary life in the western societies are studied with avid interest by consumer behaviour researchers among other sociologists. ... It holds the belief the man and woman are more than sexually opposite; they are also essentially distinct in behaviour. ... These social roles were meant to be complimentary, and since they were seen to be natural, dissenting behaviour ...
Solomon, Consumer Behaviour, 1992, 5th Edn., Prentice Hall, New Jersey). ... Minor, Consumer Behaviour: a Framework, 1st Edn., 2001, Prentice Hall, New Jersey). ... Psychoanalytic Theory and consumer research This theory has had a great impact on consumer behaviour through its research methodology. ... Minor, Consumer Behaviour: a Framework, 1st Edn., 2001, Prentice Hall, New Jersey). ... Minor, Consumer Behaviour: a Framework, 1st Edn., 2001, Prentice Hall, New Jersey). ...
Consumer behaviour is an essential tool in developing tactics. ... Forming of consumer behaviour The consumer: THINKS SPEAKS ACTS BELIEVES BEHAVES. The behaviour of the consumer differs due to differences in socio-cultural factors. For example, a university student in Dubai will be less mature in his buying behaviour as compared to a university student in the U.S.A. ... Discontinuous innovations involve the establishment of new products with new behaviour patterns. ...