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Consumer behavior

            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.


Essays Related to Consumer behavior

1. Consumer Behaviour and the Decision Making Process

... variables are the basic elements for classification of consumers (McGoldrick 2002, 106). Demographic variables are used to find the factors that are common to specific groups of consumers (Ipid.). Consumer behavior studies prove that consumers should be divided into groups based on their demographics (Solomon 2002, 9). According to Boedeker (1993) the weakness of demographics is that they are very ... him assume that he will manage and handle. Each of these roles gives the performer a status, which reflects the role played by the appreciation. Both the role and status influence consumer ...

  • Word Count: 3407
  • Approx Pages: 14
  • Has Bibliography

2. Oward A Personology Of The Consumer

... issues are focused on individual differences, and the field is balkanized and in a state of disarray. The lack of interest in personality is probably best reflected in extant consumer behavior textbooks. Some do not cover personality at all, and those that do emphasize approaches such as Maslow's hierarchy of needs, Freudian psychology, or Murray's needs, none ... . Mowen (2000) has recently proposed a metatheoretic model of motivation and personality, called the 3M, which seeks to parsimoniously integrate the fragmented work on individual differences in consumer behavior within one overa...

  • Word Count: 3484
  • Approx Pages: 14
  • Has Bibliography
  • Grade Level: High School

3. Brand Awareness on Consumer Purchase Intention

... Blackwell and Miniard (1995) present the most recognized model of consumer purchase decision-making. This model divides the consumer purchase decision process into five stages: (1) problem recognition, (2) information search, (3) alternative evaluation, (4) purchase decision, and (5) post-purchase behavior. Also, Mowen and Minor (2001) maintain that consumer decision making are a series of processing results from perceiving problems, ... situation is appearing, for example, when the price is higher that expected price (Dodds et al., 1991). Consumer purchase intention is considered as a...

  • Word Count: 2522
  • Approx Pages: 10
  • Has Bibliography
  • Grade Level: Undergraduate

4. Understanding the buyer behavior of organic food consumers a

... processed to maintain the integrity of the foods without artificial ingredients, preservatives or irradiation 2.0 Analysis of buyer behavior Analysis of buyer behavior consist of - Understanding the consumer - Classifying the buyer - Analyzing the buyer behavior 2.1 Understanding the consumer Awareness about the presence of organic products is quite low. The major reason for use of organic products ... broadly classified into the following three Factors influencing Buyer Behaviour Groups Influenced 1. Physical properties of the food Affluent people 2. Person-related factors a. Biological...

  • Word Count: 2418
  • Approx Pages: 10
  • Has Bibliography
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5. Consumer Behavior - Students and Restaurant Selections

... Also optimal store utilization, labor retention by meeting their requirements, managing corporate overhead costs and differential pricing strategies must help in growth of Indian restaurant industry. Consumer Behavior: There are many literature articles concerning the selection of restaurants. Food quality is rated as one of the most important attribute influencing restaurant decisions in many ... the target segment is students of IIM Lucknow, who are from different education, lifestyle and geographic background. The study involves detailed discussion and hypotheses testing of factors in...

  • Word Count: 1892
  • Approx Pages: 8
  • Has Bibliography
  • Grade Level: High School

6. Consumer Behavior

... aspects of a marketer's career. It is better said tat if a marketer understands a consumers intention or intentions he or she has the "key to the city". The reason being is how a consumer feels about some things can really determine how they may act. And these possible feelings can answer important questions to the marketers like how much of [an] existing product should ... further forecasting situations. Since many business go under because they loose money either underestimating or overestimating demand. It is important for a company to take consumer intention into major consideration...

  • Word Count: 266
  • Approx Pages: 1
  • Grade Level: High School

7. Organizational Behavior

... during the day, yet they also have a thriving nightlife which have very differentiated cultures. These different cultures will be illustrated through looking through multiple paradigms that are present within organizational behavior, those being radical and feminist. In order to properly contrast the differences the research will look at the restaurant culture during the day and the pub culture during the night ... . During day hours Piper's is maintains a relaxed and quite atmosphere with the primary consumer being the residents of Antigonish over the student populous. The various artif...

  • Word Count: 2535
  • Approx Pages: 10
  • Has Bibliography
  • Grade Level: Undergraduate

8. Attitudes And Intentions, Dealing With The Consumer

... Consumer Attitudes and intentions have always been a major part of the marketers" research. Attitudes, a person's overall evaluation of a concept, is used in the integration process to see how an object is thought of and viewed. Intentions also determine most voluntary behaviors. Measures of consumers" intentions may not be perfect indicators of the actual intentions that determine the behavior ... tools in the research process. Over the years, researchers have tried a variety of approaches to studying attitudes in an attempt to provide a more complete understanding of behavior. This beha...

  • Word Count: 1116
  • Approx Pages: 4
  • Has Bibliography
  • Grade Level: Undergraduate

9. Operational Organizational Behavior

... wrong and be able to solve the issue smoothly. These things are organizational behavior issues. Likewise, sales and marketing are all about people skills. Sales and marketing requires being able to package a product in order that the consumer will want it. They must be in constant contact with the consumer(s) checking for satisfaction. They also must be able to direct the company how ... the consumer wants the service/product to be improved upon. Organizational behavior allows these transactions to flow smoothly. IS (Information systems) has working organizational ... behavior also. The...

  • Word Count: 440
  • Approx Pages: 2
  • Grade Level: Undergraduate

10. Consumer Behavior

... aim of consumer behavior is to identify the consumer's wants and needs. It wants to know how the consumer behaves before and after the product's launch. Mainly, when a company wants to produce a product, it will first conduct a market research to know what the consumer wants, what type of product is the consumer looking for, ... , my dad would not have any other option left than for the maxima. Everything is unpredictable in this world. As moving towards the fast moving consumer goods section, there is a very good example that I would like to share. My friend was shopping in a supermarke...

  • Word Count: 1552
  • Approx Pages: 6
  • Grade Level: High School

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