Influence of culture. Cultures differ in values, language, non-verbal communications, and demographics. Even within one culture, there could be variations among different demographic groups defined by age, gender, education, and income. Understanding these differences are important to a marketer, as it allows a firm to group customers with similar product-related needs sets, and select the right market segments to target. The firm would then develop an effective marketing strategy to touch the right consumer with the needs and purchasing power (Hawkins, & Mothersbaugh, 2016). Adalet (2015) argued that the researcher must be especially
Culture is a major influencer in consumer purchasing. “These factors are often inherent in our values and decision processes” (4 major factors that influence consumer buyer bahaviour, n.d.). A person’s values are instilled on them by family, teachers, and other key people throughout their life. In most societies, there is social stratification or social classes. Those who share the same social class share similar values and behavior and have distinct product and brand preferences (Kotler and Keller, 2012, p. 153). Most buying decisions are made on the same values of their family. Most consumers share the same beliefs as their parents which create similar buying habits.
The Internet is transforming the way consumers interact with companies and with each other. Online commerce allows us to locate obscure products from around the world, and consumption communities provide forums for people to share opinions and product recommendations. The benefits are accompanied by potential problems, including the loss of privacy.
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
1. When selecting a UPL the Commander must take into consideration which of the following qualifications? The commander appoints an officer or non-commisned officer ( e-5 r above) on orders as the UPL
Figure 3: Lush label states "Fresh Handmade Cosmetics" and "Bring back 5 Pots and Get a Fresh Face Mask Free"
Engel (1986) define consumer behavior as "those acts of individuals directly involved in obtaining, using and disposing of economic goods and services, including the decision processes that precede and determine these acts". The present paper is a reflective journal based in which three different marketing activities have been selected and analyzed from the perspective of their influence on consumer behavior.
Thus,study of consumer behavior help the marketers to take vital decisions on marketing strategies for launching their new product.
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)
Consumer behavior plays an important role in developing marketing strategies for a marketer with an objective to deliver marketing goals in a given span of time, which could be possible by understanding the psychology of consumer from his/her buying behaviors that could be influenced by an environment and other factors in which an individual live-in. The decision to which consumer concludes while making a final decision in making purchase may vary with level of importance and interest in a product or service. Consumer takes into various parameters before he/she concludes a decision in making purchase or availing service on attributes that are varied in nature, in traditional point of view consumer behavior attributed by, where an individual make purchasing decision before in-take of product/service by consulting and taking inputs of varied set of data from people around environment that could be his/her friends, brothers, siblings, acquaintances and other people in social circles who could potentially influence an individual in making a purchasing decision and now with extended social circles concept leveraging social media, internet forums and product reviews available on virtual shopping and comparison websites with experiences shared by consumer who had purchased and used the similar product gives an adequate and much nuanced inputs about the product/service which could
Consumer behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. There are different processes involved in the consumer behavior. Initially the consumer tries to find what commodities he would like to consume, then he selects only those commodities that promise greater utility. After selecting the commodities, the consumer makes an estimate of the available money which he can spend. Lastly, the consumer analyzes the prevailing prices of commodities and takes the decision about the commodities he should consume. Meanwhile, there are various other factors influencing the purchases of consumer such as social, cultural, personal and psychological. The explanation
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
A consumer is any person that is involved in the process of consumption. They are identified according to the market type to which they belong, namely final and industrial consumers (Solomon, et al., 2013). Understanding the consumer behaviors will aid in appreciating the various market segments and developing strategies for effecting market penetration in these segments. It will also help in identifying market gaps and shape their needs and objectives so as to solve the day-to-day consumer’s concerns in purchase.
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
Consumer behaviour is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants. The emerging costumer trends play an important role in analysing the marketing opportunities. A consumer buying behaviour is influenced by cultural, social and personal factors. The consumer passes through five stages of the buying decision process: Problem Recognition, Information Search, evaluation of alternatives, purchase decision and post purchase behaviour. This model is important for anyone making marketing decision and customer pass through all stages in every purchase.