Consumer Behavior

2327 Words Feb 8th, 2006 10 Pages
Consumer behavior is the behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of, products and services. The study of consumer behavior as a separate marketing discipline all started when marketers realized that consumers did not always react as marketing theory suggested they would. Many consumers rebel at using the identical products that everyone else used, instead they prefer differentiated products that they feel reflect their own special needs, personality and lifestyles.

Instead of trying to persuade customers to buy what the firm had already produced, marketing-orientated firms found that it was a lot easier to produce only products they had first confirmed, through research, that
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The evaluation may involve a single criterion, or several criteria, against which the alternatives are compared. Evaluations however can be factually incorrect, because experience is often limited or dated and information from sources such as advertisements or friends can be biased. Marketers monitor consumers to determine what choice criteria they use, to identify any changes that may be taking place in their criteria or priorities, and to correct any unfavorable misperceptions.

4. Purchase and related decisions:
After searching and evaluating, the consumer must decide whether to buy. The first outcome from the process is the decision to purchase or not to purchase the alternative, which has been evaluated as most desirable. If the decision to buy has been made, a series of related decisions must be made regarding features, where and when to make the actual transaction, how to take delivery or possession, the method of payment, and other issues. So the decision to make a purchase is really the beginning of an entirely new series of decisions that may be just as time consuming and difficult as the initial one. Alert marketers recognize that the outcome of these additional decisions affects satisfaction, so they find ways to help consumers make them as efficiently as possible.

5. Post-purchase behavior:
Going through the buying process is a learning experience for the consumer, it has an influence on how he or she will
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