Consumer Behavior in Malaysia: Electric Vehicle Case Study

Consumer behaviour refers to the satisfaction of the consumption of goods and services they wants. Every people has been a consumer with purchasing power. Although consumer follow similar process which is giving money and get the items, but each people will make different purchasing decisions. Basically, consumer behaviour is influence by many factors in the environment that will change an individual choice and behavioural economics. There are 4 major element that influence consumer behaviour.

When making a consumer decision-making there are several influences that can affect, motivation, attitude, lifestyles, learning, and perception. A person behavior is a key point since it shows the person within their cycle. As we change daily as family our cycle changes as well. In the US, we have different socials classes, and each of them shows different values, behavior, and way of seen life in

Consumer behavior is a mix of economic, technological, political, cultural, demographic and natural factors as well as own characteristics which is reflected by attitude, motivation, perception, personality, knowledge and lifestyle. Only when marketers realize these factors and characteristics, they are able to understand consumer behavior. This has resulted in the classification of these behaviors under these categories – Economic, Social, Demographic, Geographic, Psychological, Product & Technology. (Vikram Shende, 2014)

In today’s world of various products and services, businesses aim to excel and lead the competition by marketing the most number of consumers, which is a full time endeavor of business. To survive in the market, a firm or an organization has to be constantly innovating and understand the latest consumer trends and tastes. Marketers need to understand consumer behavior because the decision-making process for consumers is anything but straight forward. Consumers’ behaviors and their purchasing patterns is a huge advantage to understanding the way customers think and the reason for their purchases. Therefore, the study of consumer behavior is important because it allows the

Consumer behavior is defined in a variety of ways such as “the dynamic interaction of affect and cognition, behavior and environmental events by which human beings conduct the exchange aspects of their lives.” by the American Marketing Association. (2008). In a simpler form, consumer behavior can be explained as the actions of consumers and the different approaches a person may take to decide what to buy and the decision making process. The decision making process can be effected by many factors all related to a person or persons lifestyle. Determining that behavior can be confusing and

Consumer psychology examines the consumers influence and their perceptions, thoughts, feelings, beliefs, and how these affect their decision of buying products and services. It studies the

Understanding consumer buying behavior entails marketing, relationships, and consumer behavior. Consumer behavior comprises all the consumer decisions and activities connected with the choosing, buying, using and disposing of goods and services. Marketers must pay very close attention to consumer behavior that occurs before the purchase and after the particular product has been used. Studying consumer habits is one of the steps in marketing search and analysis. In addition to other basic principles of consumer buying habits, marketers also need to study the decision and actions of real people. Until recent history the study of consumer behavior was focused on generalized consumer decisions. With

To determine what products to produce companies must first understand why consumers buy the items they buy, or determine their interest and necessities, this understanding is gained from analyzing consumer behavior. Consumer behavior is defined as the process by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants (2017). To understand how to target their market consumers Nighthawk Motor’s needs to analyze the factors associated with consumer behavior. Research services describe five important consumer behavior factors as; marketing campaigns, economic conditions, personal preferences, group influence, and purchasing power (N.D.).

When people live, they have to do some choices and activities to make the conditions easier, during their all life. Consumer behaviour includes these all decisions, needs, desires, activities and consumptions to make the world a more liveable place (Cohen et al., 2014). Key concepts in consumer behaviour can be considered as decision making, values, motivations, self-concept, personality, expectations, attitudes, perceptions, trust and loyalty. Satisfaction can not be provided without any of these components. Dissatisfaction and negative emotions, attitudes and perceptions may be caused unwanted behaviour by customers (Cohen et al., 2014).

The field of consumer behavior studies how consumers (individuals and groups) select, buy, use, and dispose of goods, services, ideas to satisfy their needs.

Consumer behavior is usually significant to the marketers, which makes the great contribution to let the marketers further know about consumers’ think such as the factors, which play the main role in making the determining (Brosekhan, Velayutham & Phil, 2008). Consumer buyer behavior is an important factor in consumer behavior, which is defined by Blythe (2008) as a kind of significant behavior includes

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.

Since the1950s, the majority of consumer behaviour literature has been built upon two assumptions. The first is that consumer behaviours can be influenced and shaped by multiple factors, which can be generalized as (Engel, Blackwell, and Miniard, 1995):

Academically speaking, although consumer buying behavior has been focused and researched in long time, it still need to be researched, because consumer-buying behavior can be changed by different variables, such as different markets, cultures and economic situations (Sharma, Bhola, Malyan & Patni, 2013, p. 817; Ghochani & Zadeh, 2015, p. 308). On another side, Wood (2000) said that in consumer market, a brand can provide the differentiation of one seller’s product from the other competitors, so that managing a brand correctly is very important because it can bring customer satisfaction, and low price sensitivity (Knapp, 2000, p.33; Ghodeswar, 2008, p.4). So this topic is very essential in the fields of marketing, business and management as it researches how consumer-buying behavior influence on managing brand in a new view that provides a new research orientation for this field.

Now most importantly we need to know what is consumer behavior? What is Marketing Strategy? Why Consumer Behavior is important in Making Marketing Strategy? Consumer Behavior is the set of value-seeking activities that take place as people go about addressing realized needs. (Babin/Harris, pg.1)