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.).
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).
In the modern marketing world, consumers are classified in many types according to various criteria and characteristics, such as: gender, age, geographic area and individual customer behavior. In general, customer behavior and especially buying behavior represent the most essential element that sellers take into account when planning a marketing strategy.
This essay, firstly, seeks to explain the meaning of consumer behaviour. Secondly, the essay will critically analyse consumer misbehaviour. Respectively, Binge drinking, illegal downloading and shoplifting will be given as examples to make misbehaviour term understandable. The essay will focus on the reasons and impacts of misbehaviour. Finally, the essay will give some statistics and pieces of advice to prevent consumer misbehaviour.
A buyer will have different factors that might influence them to buy. Like personal, psychological, social and cultural. For example, when I buy branded clothes because my motive is to be at the same level as others. Or when I buy a new technology items because of its functionality.
Understanding consumer behaviour may lead to changes in the design of a pilot product, a product 's packaging or its position within the store. Understanding why customers buy what they do also helps a company create campaigns to encourage repeat purchase and referrals.
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):
For this marketer has to study and understand the various factors which influences the customers thoughts while buying any product or services. In simple words, the various reasons which govern and finally force the customer to go for that particular product and services.
The most important factor that affects a person 's buying plans is the product itself. The type of products can be divided into two categories: "low-consideration purchase" and "high-consideration purchase". "Low-consideration purchase" are products involve low risks, e.g, buying soap. While "high-consideration purchase" are things involve high risks, like car or condominium. Therefore, it is rare for customers to seek influence or to be influenced by others when he or she is buying a "low-consideration purchase". On the other hand, a customer 's buying decision can be easily swayed when the product is a brand-new car since its maintenance costs or its reputation making it a "high-consideration purchase". (Singh, 2009, p.15)
Marketers closely examine the behaviours of consumers to understand what motivates an individual to purchase a particular product.
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
A customer’s buying behaviour is also influenced by social factors, such as the groups to which the customer belongs and social status.
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
1. Consumers are often` confronted with incomplete information. How do consumers deal with incomplete information for (a) attribute values (b) brands? (give examples)