Understanding The Consumers ' Buying Behavior

Consumers typically have a level of purchase involvement when making purchasing decisions. Levels of involvement range from low to high. Level of involvement is often dependent on the consumer’s perceived importance or personal relevance of a

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).

Individuals make choices based on their personal tastes and preferences. Tastes and preferences are shaped by many factors. Some of the factors are family environment, physical condition, age, sex, education, religion, and location. In the analysis that follows, tastes and preferences will be viewed as a given, and discussion will focus on how those tastes and preferences are transformed into consumption decisions.

Consumer behavior is dynamic. It involves thinking, feeling as well as actions of consumers, consumer groups and society. The study of consumer behavior looks at how people buy, what they buy, when they buy and why they buy it. It examines the buyer decision process, both individually and in groups. It also examines characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants and assess consumer influences (such as family, friends, reference groups, and society in general). Ultimately, the focus is on the dynamic interaction of affect, cognition, behavior, and the environment by which human beings exchange aspects of their

Every decision a consumer makes, whether to purchase or not, will be influenced by a number of factors. Consumers today experience a wide variety of messages (stimuli) from marketers across many different mediums.

Throughout our observation, we notice that not only consumer¡¦s characteristic will affect their buying behavior; the characteristic of

The value of influence is also a crucial element in understanding consumer purchase decision. Brown and Hayes (2008) interpret influence as ‘the action of creating a conductive environment which shapes other consumers’ perspective on a particular matter’ and ‘the ability to alter a person, item or route’.

Consumer behaviour examines how individuals acquire, use and dispose of company offerings (Noel 2009). Acquiring a product or service is not the only consideration of consumer behaviour but the various stages and processes before these offerings are bought.

Almost all marketers must understand consumer behaviour because it allows marketers to understand and predict buying behaviour of consumers. Consumer buying behaviour (CBB) is crucial for marketers, at the same time it is a difficult subject to understand. CBB is not only about what consumers buy or what they are interested. CBB is all about why consumers buy it, where do they prefer to buy it, how they buy it, when they buy it and how often they buy it. CBB is a vast subject and marketers can use CBB for almost every business around the world. CBB can be influenced by culture, social class, family, personality, psychological factors and from his subculture. CBB is difficult and complex subject for marketers because CBB is evolving and thriving. CBB can be complex or simple mental process at the same time for marketers. In behaviour, human beings change directions of their lives. Environmental events are also other factor, which affects CBB. What happens in the external environment of consumers, also affects their buying behaviour. Marketers have the opportunity to understand and identify the CBB so that they can develop a significant strategy for their product or brand awareness. Advertisement is another important factor for marketers to convince and remind consumers about their product. Most of the time advertisements on

Psychological factors are an important part of the decision process. These are inherent to an individual and usually generate forces which affect his buying behavior. These forces include perception, motives, attitudes, learning and personality.

Cultural differences across countries create both problems and opportunities for international marketers. Although consumers in different countries may have some things in common their value, attitudes, tastes etc but still it is a difficult task for the marketers to understand consumer behaviour outside their home country. Failing to understand the differences in customs and behaviours of other country can be fall down of company and its product at international level. For example , Burger king went to India without understanding the Indian culture which forced them to close down and same thing happened to KFC when they went to India .So the marketers must decide on the degree to which they will adapt their products and marketing programs to meet the unique need of consumer in various markets.

Consumer behaviour is influenced by demographics and psychographics factors. Within the demographics factors are age, sex, education level, income level, marital status, occupation, religion, while psychographics factors include individual’s motivation, attitude and beliefs among others. According to Macinnis and

The present study investigates men’s perception in buying decisions on branded shirts in Mumbai. The need to understand the emerging markets and consumers has become a big challenge for the corporate world especially in creating and managing a powerful brand. By developing a powerful brand, corporate can establish 'brand equity ' and the equity assists firms in a variety of ways to manage competition and to maintain market share. Branding is one of the most effective competitive tools and it is a challenging task for the marketer to nurture a brand into a strong, profitable brand. They are everywhere on the TV hoardings, posters and print media. Brands while proclaiming their positive qualities pull down those of their rivals.

They need to understand what potential customers behave as they would like. It also appears that advertising may have the potential to contribute to the brand of choice for consumers. The main objective of advertising is to have an impact on buying behavior ; However, the impact on the brand is frequently changed or improved in people 's memory . Memories of the brand are made of these associations are linked to the brand in the minds of consumers. These brand influence account cognition , evaluation, and finally purchases . The main objective of analyzing the behavior of consumers is to explain why consumers act in a particular way in certain circumstances. It attempts to determine the factors that influence consumer behavior , particularly economic , social and psychological aspects . When young people choose the information and advertising characters as their models, they can not only identify with them, but also intend to copy in terms of how they dress and what they will buy. The traditional hierarchy of the consequences of the state of the advertising exposure advertising leads to cognition, such as memory for advertising, brand models ; which in turn leads to attitudes, namely product taste and attitude towards the purchase; which in the end leads to behavior , such as buying the advertised product. As the market is in surplus with multiple products or services , many companies make similar function claim ; yes , it has become

Consumer behavior is an extensive variety of study about the choice making procedures that a buyer set aside a few minutes of making a purchase. As indicated by Kotler et al, (2009) "Purchaser behavior is the investigation of how people or gatherings purchase, utilize and discard merchandise, administrations, thoughts or experience to fulfill their needs or needs". And Kotler et al. (2008) likewise expressed that "They are amazingly attempting to research the customer purchasing behaviour to figure out what customers purchase, where and how they purchase, when and why they purchase. It is simpler for analysts to discover the responses for what, how, where, when and a number of consumer purchase however it is not that much simple to discover why they purchase. The reason is "the answers are regularly bolted inside of the purchaser 's head". As indicated by above articulations, it is not simple to discover why consumer purchases a specific item or administration and it ought to be unique in relation to merchandise to