Consumer Behavior Essay

Consumer sort is an attempt to understand & predict human actions in the buying office. It has assumed growing importance under market-oriented or node oriented merchandise planning & management. Consumer demeanor is defined as in all mental, social & physical behavior of potential customers as they become sensitive of, evaluate, purchase, consume, & tell former(a)s about product & services. * Each element in this definition is important.* Consumer behavior involves both unmarried (psychological) processes & group (social processes). * Consumer behavior is reflected from knowingness right through and through post-purchase evaluation indicating satisfaction or non-satisfaction, from purchases * Consumer behavior includes communication, purchasing & consumption behavior * Consumer behavior is basically social in nature. and then social environment plays an important role in shaping purchaser behavior. * Consumer behavior includes both consumer & business buyer behavior In c onsumer behavior we consider not only why, how, & what people buy but other factors such as where , how a great deal, and under what conditions the purchase is made. An understanding of the buyer behavior is essential in marketing planning & programmes. In the final analytic thinking buyer behavior is one of the roughly important keys to successful marketing.major(ip)(ip) FACTORS INFLUENCING BUYER BEHAVIOURCULTURAL FACTORSCultural factors exert the broadest and deepest influence on consumer behavior. The roles played by the buyers culture, sub culture and social class atomic number 18 particularly important. * CULTURE- Culture is the most fundamental determinant of a somebodys wants and behavior. The growing child acquires a set of values, perceptions, preferences, and behavior through his or her family or other key institutions. * SUB-CULTURE- Sub-culture includes nationalities, religions, racial groups, and geographical regions. numerous sub-cultures make up important market segments, and marketers often design marketing programs tailored to their needs. * SOCIAL CLASS- Social classes are relatively homogenous and support divisions in a society, which are hierarchically ordered and whose members share identical values, interests, and behavior. Social classes do not reflect income alone but too other indicators such as occupation, education, and area of residence.SOCIAL FACTORS* REFERNCE GROUPS- A somebodys reference groups consist of all the groups that cause a bring or indirect influence on the psyches attitudes or behavior. Groups having direct influence on a person are called social status groups. * FAMILY- The family is the most important consumer buying organization in society, and has been researched extensively. Family members constitute the most influential primary reference group. * ROLE AND STATUSES- A persons position in each group that he participates throughout his vitality family, clubs, and organizations chamberpot be defined in terms of role and status. A role consist of activities that a person is expected to perform. Each role carries a status. Marketers are aware of the status symbol potential of products and brands.personal FACTORSA buyers decisions are also influenced by personal characteristics. These include the buyers age & stage in the heart cycle, occupation, economic circumstances, lifestyle, personality & self concept. * AGE & STAGE IN THE look CYCLE- tidy sum buy different goods & services over their lifetime. They eat tiddler food in the early years, most foods in the growing & originate years & special diets in the later years. Peoples savvy in clothes, furniture & recreation is also age related. * OCCUPATION- A persons occupation also influences his or her consumption pattern. Marketers try to refer the occupational groups that have above average interest in their products and services. A comp both apprize even specialize its products for certain occupational groups. * sparing CIR CUMCTANCES- Product choices are greatly affected by ones economic circumstances. Economic perceptual constancy consist of their spend able income (its level, stability and time pattern), saving and assets (including the percentage that is liquid), debts, borrowing power, attitude toward spending versus saving.* LIFESTYLE- People coming from the same subculture, social class & occupation may broaden quite different lifestyles. A persons lifestyles the persons pattern of living in the world as expressed in the persons activities, interests & opinions. * PERSONALITY AND SELF-CONCEPT- Each person has a distinct personality that influences his or her buying behavior. By personality, we mean a persons distinguishing psychological characteristics that lead to relatively consistent and enduring responses to his or her environment. Personality can be a useful variable in analyzing consumer behavior, provided that personality sheath can be classified accurately and that beardown(prenomina l) correlations exist mingled with certain personality types and product or brand choices.PSYCHOLOGICAL FACTORSA persons buying choices are influenced by four major psychological factors-motivations, perception, learning, beliefs and attitudes. * MOTIVATION- A person has many needs at any given time. A need becomes motive when it is aroused to a enough level of intensity. Motivational researchers hold that each product is capable of arousing a unique set of motive in consumers. * LEARNING- When people act they learn. acquirement involves changes in an individuals behavior arising from experience. Learning theory teaches marketers that they can build up demand for a product by associating it with strong drives, using motivating cues and providing positive reinforcement. * PERCEPTION- Perception is the process by which an individual selects, organizes, & interprets information inputs to create a meaningful picture of the world. A motivated person is ready to act. How the motivated person actually acts is influenced by his or her perception of the situation.* BELIEFS & ATTITUDES- A belief is a descriptive thought that a person holds about something. Through doing & learning, people acquire beliefs & attitudes. These in bust influence their buying behavior. Particularly important to global marketers is the fact that buyers often hold distinct disbeliefs about brands or products based on their untaught of origin. An attitude is persons enduring favorable or invidious evaluations, emotional feelings, and action tendencies towards some object or idea. People have attitude toward almost everything religion, politics, clothes, music, food, and so on. Attitude put them into a chuck of mind of liking or disliking an object, moving toward or away from it.