Consumer Behaviour Analysis

3879 Words16 Pages
Consumer behaviour has become a significant subject in marketing area because it has greatly influenced companies’ operation including not only established companies, but also new companies. It seems that consumer behaviour is unstable as it can be impacted by many factors. The purpose of this project is to observe these factors affecting consumer behavior and analysis effects of consumer behavior on established and new companies. With regard to these effects, it is concluded that consumer behavior has not only positive effects, but also negative effects on both types of companies. Moreover, negative effects can be avoided by effective approaches. This paper would be interested to companies who face problems about consumer
…show more content…
From the marketer’s viewpoint, it is essential to attract attention of consumers, and consumers can respond the way marketers intend to. For example, if a marketer chooses red colour to package products, the consumer likes all commodities with red packaging by chance; then, perception arises as this packaging draws the consumer attention.

In terms of memory, when consumers make decision among kinds of brands, they prefer to select the brand that they remember. Hollensen (2003) observes consumers store information that is frequently seen or heard. Therefore, marketers try their best to publicize their brand name as much as possible with a view to making consumers remember their brand name when consumers select a product.

Attitude can be described as consumers have positive and negative feelings when they see a object that can be a brand, an action, or a person. For this reason, marketers formulate marketing strategy based on using the knowledge of consume attitude in order to associate with consumer’s tastes and preferences.

This subsection focuses on psychological factors that influence consumer behavior. In the latter subsection, it concerns social factors that would influence consumer behaviour.

1.2 Social influences
Baker (2006) points out that social influences can be divided into three categories including culture, social class, and life-style.

In terms of culture, Bennett
Get Access