Understanding consumer behavior is a broad and complicated task, but with the right research mix you can begin to get a detailed understanding of your customers and their motivations. What is consumer behavior? Consumer behavior is the study of individuals and organizations and how they select and use products and services.
History of marketing thought In the s and 50s, marketing was dominated by the so-called classical schools of thought which were highly descriptive and relied heavily on case study approaches with only occasional use of interview methods.
At the end of the s, two important reports criticised marketing for its lack of methodological rigor, especially the failure to adopt mathematically-oriented behavioural science research methods.
From the s, marketing began to shift is reliance away from economics and towards other disciplines, notably the behavioural sciences, including sociology, anthropology and clinical psychology.
This resulted in a new emphasis on the customer as a unit of analysis. As a result, new substantive knowledge was added to the marketing discipline - including such ideas as opinion leadership, reference groups and brand loyalty. Market segmentationespecially demographic segmentation based on socioeconomic status SES index and household life-cycle, also became fashionable.
With the addition of consumer behaviour, the marketing discipline exhibited increasing scientific sophistication with respect to theory development and testing procedures. By the s, marketing began to adopt techniques used by motivation researchers including depth interviews, projective techniques, thematic apperception tests and a range of qualitative and quantitative research methods.
Consumer behaviour is concerned with: As a field of study, Influences of consumer behavior researc behaviour is an applied social science. Consumer behaviour analysis is the "use of behaviour principles, usually gained experimentally, to interpret human economic consumption.
Understanding purchasing and consumption behaviour is a key challenge for marketers. Consumer behaviour, in its broadest sense, is concerned with understanding both how purchase decisions are made and how products or services are consumed or experienced.
Consumers are active decision-makers. They decide what to purchase, often based on their disposable income or budget. They may change their preferences related to their budget and a range of other factors. Some purchase decisions involve long, detailed processes that include extensive information search to select between competing alternatives.
Some purchase decisions are made by groups such as families, households or businesses while others are made by individuals. When a purchase decision is made by a small group, such as a household, different members of the group may become involved at different stages of the decision process and may perform different roles.
For example, one person may suggest the purchase category, another may search for product-related information while yet another may physically go to the store, buy the product and transport it home. It is customary to think about the types of decision roles; such as: In a family unit, the adult female often makes brand choices on behalf of the entire household, while children can be important influencers The Initiator the person who proposes a brand or product for consideration something in return ; The Influencer someone who recommends a given brand; The Decider the person who makes the ultimate purchase decision; The Purchaser the one who orders or physically buys it; The User the person who uses or consumes the product.
The importance of children as influencers in a wide range of purchase contexts should never be underestimated and the phenomenon is known as pester power.
The decision model situates the black box in a broader environment which shows the interaction of external and internal stimuli e. The decision model assumes that purchase decisions do not occur in a vacuum. The elements of the model include: In practice some purchase decisions, such as those made routinely or habitually, are not driven by a strong sense of problem-solving.
High involvement products are those that carry higher levels of risk and are often expensive, infrequent purchases. The strength of the need drives the entire decision process.
Information search describes the phase where consumers scan both their internal memory and external sources for information about products or brands that will potentially satisfy their need. The aim of the information search is to identify a list of options that represent realistic purchase options.
Throughout the entire process, the consumer engages in a series of mental evaluations of alternatives, searching for the best value. Towards the end of the evaluation stage, consumers form a purchase intention, which may or may not translate into an actual product purchase.
The stages of the decision process normally occur in a fixed sequence. Problem recognition[ edit ] The first stage of the purchase decision process begins with problem recognition also known as category need or need arousal. The strength of the underlying need drives the entire decision process.
Theorists identify three broad classes of problem-solving situation relevant for the purchase decision: These are typically expensive purchases, or purchases with high social visibility e. Routinized problem-solving Repeat purchases or habitual purchases Consumers become aware of a problem in a variety of ways including: Regular purchase When a consumer purchases a product on a regular basis e.
Dissatisfaction When a consumer is not satisfied with the current product or service. New Needs or Wants Lifestyle changes may trigger the identification of new needs e. Related products The purchase of one product may trigger the need for accessories, spare parts or complementary goods and services e.
Marketer-induced problem recognition When marketing activity persuades consumers of a problem usually a problem that the consumer did not realise they had.
New Products or Categories When consumers become aware of new, innovative products that offer a superior means of fulfilling a need.Key Factors Influencing Online Consumer Behaviour – Backed By Research Posted on September 21, by Pawel Grabowski in Conversion Rate, Merchandising / Design with 3 Comments You can build what you think is the best store in the world.
4 important Factors that Influence Consumer Behaviour. Consumer Behaviour – The consumer, The KING of the market is the one that dominates the market and the market trends.
Lets us know the King first. A consumer is someone who pays a sum to consume the goods and services sold by an organization. 2D Animation, BA (Hons) If you want a career in 2D and Stop Motion for Film and TV, then this is the course for you.
You will develop the skills to work in the animated film and TV industry as a 2D artist, animator, stop-motion artist, model maker, CG modeller, and compositor in animation. The behavior of consumer is temporary for short time not permanently. The factors influences the consumer behavior are culture, family, social, society, age, groups, friends, environment and psychological factors (Brosekhan & Velayutham).
The purpose of the research is how the factors of consumer behavior affect or influences the branded . Consumer behavior is the study of how people make decisions about what they buy, want, need, or act in regards to a product, service, or company. The three factors that affect consumer behavior are psychological, personal, and social.
Consumer behavior is studied through focus groups, surveys, and tracking sales history. These characteristics of human capital prompted Harlan Cleveland, former President of the World Academy of Art and Science, to observe that “the only limits are the limits to imagination and creativity” They led Aurelio Peccei, founder of the Club of Rome, to argue that human capital is the most underutilized of all forms of capital