Consumer Behavior Analysis

Author: George Lynch

March 23rd, 2021

Describe about the Consumer Behavior.

Introduction

The term Consumer Behavior is nothing but a study which can do by groups, organizations as well as individuals. By this process, organization or organizations can select, dispose and secure their products and they also gain some practical ideas to satisfy the needs and also the impacts that help in consumer and society. The key elements which taken from economics, psychology and sociology are merged here. By consumer behavior, it is more efficient to understand the decision-making process for the buyers. Consumer behavior is also concerned about individual consumer characteristics. By behavior variables as well as demographics characteristics of the consumer, Consumer behavior process understands the best choice of peoples. The consumer behavior study totally depends on the consumer buying behavior. Here three major and distinct roles can be played by the customer for the buyer, payer, and user.

Understanding Consumer Behavior

It is a very crucial part for a company to concern about the consumer behavior (Hoyer and MacInnis 2010). By the study of consumer behavior, a company can make a good business sense among the markets. A good business sense can be maintained only when the company can sense their customer needs efficiently. To reach the top point of the market, every company should maintain a market strategy. To maintain a market strategy for business, it highly recommended to use the consumer response to understand their needs. In this case, the consumer behavior study is the ultimate test to follow the market strategy (Jackson 2007). The marketing consumer behavior can be influenced by some factors internally and externally. The factors are-

Internal or Psychological factors
External or Social factors
Economic factors

Internal or Psychological factors

The internal factors are main influences the buying behavior of consumers (Sher 2009). The most important parts of this factor are-

Motivation

The need can be transformed to motive only when it reaches the extreme level of intensity. To drive a person to act, it is sufficient to use the motive. It has some types of needs. That are Biogenic needs and Psychogenic needs. The motive for biogenic needs arises from the psychological states thirst as well as hunger. The motive for psychogenic needs issues from psychological states of tension like esteem and recognition. The goal-oriented behavior can be activated by the force of motivation. By motivation, individuals are forced to take action to satisfy their marketing needs. Motivation is like a driving force by which consumers can choose products according to their satisfaction. They also have two kinds of wants. That’s are core wants as well as secondary wants. Motivation becomes one of the influencing parts of the internal factors.

Perception

The perception process is mainly introduced to consider the human sense (Maund 2003). There are more than five human senses need to be concerned. The sense is-

touch
taste
smell
sight
hearing

By the senses, people can determine the direction, the balance and a precise knowledge of better judgment way. The information can be read by each sense into the brain. The amount of information can be stored in the brain constantly. If one took all the information, then there may be possible conditions for being an overload. The automatic decision can be made by the brain to identify relevant decisions. People’s can miss many things which happened near them. So this experiment shows some information to people’s optical nerve before entering their brain. But the entered information’s does not give the people a full view. When a worldview is shown by some individuals, then he/she assumes the remaining information by his/her idea. The main steps of the perception process are-

Primitive categorization
Cue check
Confirmation check
Confirmation completed

External factors

This part totally depends on people’s or consumer’s behavior patterns. The great extent of this process is to concern about likes and dislikes of peoples. That influences the external process. By this process, the whole can be confirmed by consumers as well as other peoples and do necessary actions for the things which are socially not accepted. The external factors are also influenced some consumer behaviors (Kamin, Schindler and Samuel 2001). That’s are-

Family
Reference Groups
Roles

The member’s buying behavior can be influenced by the family. It contains some individual personality, evaluation criteria as well as characteristics and attitudes. It also increases the decision-making process (Prasad 2009). The two important assets of this process are a family of procreation and family of orientation. The reference group contains two or more peoples who share their relationships which make their total behavior as independent. The roles part contains the people’s participation in family or clubs. It defines the person position in his/her family and other places.

Consumer Behavior theories

That is the primary duty for a marketer to grab the attention of consumers into his/her business and products. That will happen by using some marketing theories (Patel 2007). That theory is named as Consumer behavior theories. By this theory, the marketers can update their sell ideas as well as products and occasional events. There are some relevant theories under marketing consumer behavior. The theories are-

Theories of Perception
Theories of Exposure
Theories of Social Status
The Roles Theorem

Theories of Perception

The primary part of this theory totally depends on the concept of the sensory perception of marketing as well as advertising. The sensory perception relates the five senses of human to gain the information into the human brains (Carter et al 2009). This five senses also called as stimuli. To determine the perceive of the consumer, merchants apply the consumer behavior theory. The theory also uses for developing the marketing and advertising strategy (A.Nithya 2012). This theory can be divided into some parts. The parts are-

Self-Perception
Price Perception
Benefit Perception

The self-perception theory can be used to explain the development of individuals and understanding the motivation of their self-behavior. To relate to the value and motivation, it is highly recommended to use the self-perception theory. The perception price theory is determined for the online shoppers (Swinyard and Smith 2011). This theory is introduced to prevent the repeat purchases by the online shoppers from same websites. The benefit perception theory is introduced to reject the unsupported claims of improved nutrition (Maund 2003).

Theories of Exposure

This theory can be introduced by the social scientists. To maintain the consumer choices and efficient decision-making capabilities, the exposure theory is highly recommended (Peet and Shakespeare 2009). That is a powerful theory which mainly uses to differ upon the amount of exposure for a consumer to receive before making any buying decision (Józsa 2014).

Theory of Social Status

This theory is mainly used to manage the compromise basic needs of consumers. This process is mainly introduced for high profile designers. The primary assets of this theory are Deriving satisfaction as well as psychological pleasure etc. That also contains the brand message of the company.

The Roles theory

Consumer behavior can resemble actions by roles theory or play. It has choosers who choose different alternatives. Also, communicators who select goods which display consumer’s roles. The identity seekers for displaying consumer’s actual selves. The pleasure seekers to identify a real kick of pleasure. It has victims with harmful offerings. Some rebels who reacting against authority and lastly the Activists who are boycotting products that meet the ethical standards.

Development of critical and reflexive understandings of the nature of consumption markets and culture

Human consciousness travels through a loop of the interconnected stages of awareness, clustering of thoughts, thoughts, application of thoughts, changing our mind constantly, after completing everything we always think about the result which makes us start from the beginning. The linearly represented process will always fail to explain the details in an exact way. If the critical marketing is considered as the particular subset of the discipline of marketing, it would seem to make up the self-awareness part of the marketing.

Consumption

The behavior of a consumer’s buyer is mainly influenced by four main factors like personal, cultural, psychological and social factors. Mainly depending on these four factors consumers develop products and brands. It is to be known that many of these factors can’t be maintained by marketers. By understanding their impact, it can be concluded that it is essential to marketing mix strategies which can develop itself to appeal the preferences of the target market (Cadogan 2009). Before purchasing any product, every consumer goes through many stages of information research, problem recognition, purchase decision, post purchase behavior and problem recognition (Widén and Holmberg 2012). It can be notified that a consumer may not act in isolation in the field of purchasing, but rather may be influenced by many of the friends, the media, the upbringing culture, an influence from particular groups. If the number people increases in the case of buying decision, it will make the field of decision behavior more complex. There are different buying behavior in the various field of marketing, some of them makes marketing very easy to everyone where some other makes it real tough for everybody.

Market

Any organization can not satisfy consumers ever in their way. If it is thought to be done, then resource of the market may go to a massive drain. Segmentation is simply the process where a market can be divided into particular sections (McDonald and Dunbar 2004). After the process of segmentation, the next step is entirely dependent on the organization to set a particular target for each of the group. Apart from this, there is one more decision which a particular firm can take, that is branding. In today’s market, the value of any brand is enormous. Any brand has the command of immediate sales. So it can be firmly said that in today’s world branding plays a crucial role in the field of marketing.

Culture

Market culture is a comparative term to define. The overarching culture of any particular business relates the attention which it focuses on markets ‘customers. That is a skill which is used to create value for the customers Creating superior customer value and profitably. Mainly a market culture is a type of corporate culture which emphasizes competitiveness not only between the organization and its market but also among the employees.

Appreciation of the complexity of consumer behavior

It mainly defines the buying process which is mainly characterized by high levels of consumer involvement in the case of any purchase decision. That has to be done with important brands in the product category (Purtell and Wyatt 2011). Involvement refers to the action which is taken by any consumer to understand the product or any kinds of service which they are motivated to buy. Marketers of high involvement products need have an understanding of the buying process for any particular brand. It is their job to learn about the product which they are going to buy. The market has to accept the behavior of the consumers in case of marketing. If they wish to take the best thing out of the market, the consumer will increase the complexity of the market which will make the buying process more efficient and the difference between the brands of a different product is made clearer to the world. High involvement is mainly associated with products that are more expensive, technologically advanced and highly expressive to the buyer’s profile. After concerning every above mentioned part, it is to be concluded that the complexity of consumer behavior can be appreciated big in big time in the field of marketing.

Conclusion

To conclude the essay it must be admitted that the consumer behavior is one of the prime aspects for running a business successfully. From the above passages it is quite clear that the consumer behavior is directly related to the development of the company as well as the business. All the mentioned strategies are very useful and beneficial for a company as a whole. It is very complex to predict consumer behavior. Also, it is difficult for experts. The most influencing asset of consumer behavior analysis is Relationship Marketing. The Relationship marketing asset evaluates the actual meaning of market policies as well as the importance of the buyer and also a customer. There also have some importance assets of Consumer behavior process. The assets are personalization, customer retention, one to one marketing, customer relationship management, etc.

References

A.Nithya, A. (2012). Advertising Strategy. PARIPEX, 2(2), pp.1-3.

Cadogan, J. (2009). Marketing strategy. London: SAGE.

Carter, R., Aldridge, S., Page, M., Parker, S., Frith, C., Frith, U. and Shulman, M. (2009). The human brain book. London: DK Pub.

Hoyer, W. and MacInnis, D. (2010). Consumer behavior. Australia: South-Western Cengage Learning.

Jackson, S. (2007). Market share is not enough: why strategic market positioning works. Journal of Business Strategy, 28(1), pp.18-25.

Józsa, L. (2014). Does blood Count? Buying Decision-Making Processes in Stepfamilies. SJBM, 2(6), p.163.

Kamin, S., Schindler, J. and Samuel, S. (2001). The contribution of domestic and external factors to emerging market devaluation crises. [Washington, D.C.]: Board of Governors of the Federal Reserve System.

Maund, B. (2003). Perception. Montréal: McGill-Queen’s University Press.

McDonald, M. and Dunbar, I. (2004). Market segmentation. Amsterdam: Elsevier/Butterworth-Heinemann.

Patel, V. (2007). Theories and techniques of marketing management. Jaipur, India: Oxford Book Co.

Peet, M. and Shakespeare, W. (2009). Exposure. Somerville, Mass.: Candlewick Press.

Prasad, P. (2009). Reference Services to Senior Groups in the San Antonio Public Library. The Reference Librarian, 50(1), pp.99-108.

Purtell, R. and Wyatt, K. (2011). Measuring something real and useful in consumer involvement in health and social care research. International Journal of Consumer Studies, 35(6), pp.605-608.

Sher, L. (2009). Psychological factors and cardiovascular disorders. New York: Nova Biomedical Books.

Swinyard, W. and Smith, S. (2011). Activities, Interests, And Opinions Of Online Shoppers And Non-Shoppers. International Business & Economics Research Journal (IBER), 3(4).

Widén, G. and Holmberg, K. (2012). Social information research. Bingley, U.K.: Emerald.

Question:

Describe about the Consumer Behavior.

Answer: