Literature Review on Consumer Behaviour

Understanding consumer behaviour is essential to succeed in business. As Solomon et al. (2013) stresses, businesses exist to satisfy consumer’s needs. By identifying and understanding the factors that influences their customers, firms have the opportunity to develop a more efficient strategy, marketing message and advertising campaigns that is more in line with the needs and ways of thinking of their target consumers (Perreau, 2015).

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).

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

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.

Solomon, M. R., Zaichkowsky, J. L., & Polegato, R. (2011). Consumer behaviour: Buying, having, and being (5th Can. ed.). Toronto: Pearson Prentice Hall

The value of studying the consumer behavior is that it gives vital information to an organization for designing an effective marketing strategy. The way a consumer thinks, perceives, decides and is influenced is important in designing of promotional campaigns for any product.

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):

MSTT met with Nikki, BIlly, Ercia, and Shawron for a session. MSTT pulled out the family desired outcomes and reviewed with them if they felt all their desired outcomes have been met. Nikki explained she is very happy with the outcome from MSTT services. Nikki explained Billy physical aggression have been reduced and he no longer breaks things or kick in doors within the home. Nikki stated the verbal aggression has reduced BIlly no longer call her names but he does raise his voice at times and once corrected he is able to calm down. Nikki is also happy with the home school link which has helped out a lot. Billy explained he feels he can control his anger better now and he liked working with MSTT.

1. Using the tricomponent attitude model, compare the differences in attitude of consumers towards Kraft Foods versus their attitude towards Vegemite.

What two basic approaches to studying (i.e., researching) consumer behavior are discussed in this chapter? How do they differ?

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

which lead  to  the decline  in sales for isnack 2.0. The lack of connection with consumers

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

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.