This website uses cookies to ensure you have the best experience. Learn more

Consumer Buying Behavior Essay

2393 words - 10 pages

Consumer Buying Behavior

I. MARKETING, RELATIONSHIPS, AND CONSUMER BEHAVIOR

A. Consumer behavior comprises all the consumer decisions and activities connected with choosing, buying, using, and disposing of goods and services.

1. Marketers have to pay attention to consumer behavior that occurs before the purchase and continues after the product has been used.

2. Studying consumer behavior is one of the steps in marketing research and analysis.

3. In addition to basic principles of consumer behavior, marketers also need to study the decisions and actions of real people.

B. Real People, Real Individuals

1. Until recently, the study of consumer behavior was focused on generalized consumer decisions.

a. However, this did not address the behavior of individual consumers.

b. These companies were making marketing decisions without knowing specific details about their customers.

2. Today marketers can collect and analyze data about consumer behavior, one person at a time; this is the relationship approach to marketing.

3. New technology allows marketers to track the specific purchase and usage behavior of their customers.

a. Information is gathered and stored in an internal database.

b. Marketers can explore what each customer wants and tailor the marketing processes to meet those needs.

C. Consumers as Moving Targets

1. Consumer behavior changes over time as people and situations change.

2. To maintain their relationships with customers, marketers have to be alert to changes and adjust their activities accordingly.

3. In addition to individual variations in consumer behavior, marketers need to scan for broad-based changes in consumer behavior.

4. After a product hits the market marketers have to analyze consumer response.

5. A marketer may need to adjust marketing strategy to build more profitable relationships with customers.

II. HOW CONSUMERS BUY

A. Understanding how customers buy helps marketers develop an appropriate marketing strategy.

1. The consumer purchase-decision process consists of five stages.

2. Marketers need to provide what consumers require at every stage.

B. The Need-Recognition Stage

1. Need recognition occurs when a consumer realizes that his or her actual state is not what he or she would like it to be.

2. This recognition is triggered by some stimulus.

3. If the difference between the desired state and the actual state is large enough, the consumer will start the decision-making process.

4. Marketing can trigger need recognition through advertising, product labeling, and demonstrations.

C. The Information-Seeking Stage

1. During the second stage, the customer looks for information about ways of satisfying the recognized need.

a. First, the consumer will use an internal search to recall experiences with products that might satisfy the need.

b. If the need occurs regularly, the internal search will be all that's needed.

2. If more...

Find Another Essay On Consumer Buying Behavior

Consumer Psychology and Marketing Communication Essay

860 words - 4 pages & Fitzsimmons, 2011). This nonconscious behavior occurs when people see, hear, or experience something and make a decision without thinking about it. A commercial comes on television advertising chicken, and suddenly someone wants chicken. The person did not consciously decide to want chicken, but the suggestion made by the commercial triggered a desire for chicken. Conclusion Consumer psychology plays an intricate role in the buying and

A Consumer's Buying Behaviour Essay

749 words - 3 pages . Decider - the person who ultimately makes a buying decision or any part of it. Buyer - the person who makes the actual purchase. User - the person who consumes the product or service. Types of Buying Decisions Consumer decision making varies with the level of involvement in the purchase decision. Routine response behavior occurs when buyers purchase low cost, frequently purchase items with which they are familiar. Limited

Factors Influencing the Buying Behavior of Financial Management Students According to their Weekly Allowance

2245 words - 9 pages situations; the habitual situation, impulse buying, limited decision making and complex buying decision. Environmental factors, situational factors, and level of involvement have also a big role on consumer behavior. Psychological factors such as motivation, learning, belief and attitude, personality, and life-style also influence the students on their buying behavior. Roles and status symbols, family influence, age and life-cycle, reference group

Consumer Behavior

2270 words - 9 pages as marketing stimuli like-PricePlaceProductPromotion etc.Many behavioral dimensions influence consumers. A Consumer buying behavior is influenced by Psychological factors, social factors, and cultural and personal factors. Psychological Factors Social Influences Cultural Factors Personal Factors Motivation Perception Learning Attitudes Life Style Family Social Class Reference Group Culture Sub- Culture Age and Stage of life

Fair trade

880 words - 4 pages , while the effect of their education level was not clear, and income was of no relevance. Besides, we are in the opinion of what the researchers have stated regarding the relatedness between consumer perceptions and attitudes with their buying behavior. This is because consumers react according to their perception. Viriyavidhayavongs and Yothmontree (2002) concluded that perception is one of the factors that plays an important role in buying

This is a literature about consumer behavior

2370 words - 9 pages different parts to investigate such as the advertising psychology of consumer, social psychology of consumer and extra. Consumer behavior is becoming a important tool for the marketers.In this case both customer buying behavior and the consuming should be considered. In the ice cream industry, people would buy ice cream for themselves asconsumers, or purchase for other people like their friends and families as customers. So the marketers need to

Nutrition

2699 words - 11 pages 2. Consumer behavior is irrational, organizational buying is rational. Discuss The process of buying a product is usually determined by the type of buyer one is dealing with. There are two types of buyers: end user consumers and organizations. The reasons for buying a product are different for both types of buyers. The length of the buying process is also different for both types of buyers. It is important to understand how these types of

consumer sciences

959 words - 4 pages ARTICLE 2 - MOTIVATION-NEED THEORIES AND CONSUMER BEHAVIOR i. THEORIES This research is meant to investigate the motivation-need theories and their implications to consumer behaviour. Abraham Maslow’s needs theory forms the foundation of this study. According to Maslow, the physiological needs (e.g., hunger, thirst) come first, followed by security needs, social needs (affiliation), self-esteem needs (recognition), and finally self

Planned Behavior and Technology for Online Consumers

1741 words - 7 pages E-commerce offers significant opportunity for retailers in emerging markets like India due to the growing Internet popularity and rising incomes. But the Internet penetration growth does not commensurate with the online retail sales. This necessitates unraveling and understanding the online buying behavior. This paper employs ‘Theory of planned behavior (TPB)’, ‘Technology acceptance model (TAM)’ and self-image to unfold the online consumer

Impact of Consumer Behaviour on Marketing Desisions

1139 words - 5 pages ways. The level of influence of each consumer behavior can be dependant on the target consumer of the marketing campaign. The ways in which consumers deliver this influence is through their buying power, consumer purchasing decisions. Marketers themselves aim to glean this information through many methods such as market research surveys and purchasing information databases. In order to effectively market its products it is vital for a business

Negative Consumer Behavior What is negative consumer behavior and what are the characteristics of a bad customer? How can managers address this issue to ensure success?

1500 words - 6 pages have been decreasing over the past years, revenues in the security business are on the rise. "Americans keep buying more and more protection. Revenues for the security industry have risen 46% over the past five years, to an estimated $57 billion" (Barron, 1997). The vast increase of credit card use has given birth to yet another type of this complex consumer behavior that can be categorized as the compulsive buyers. In their study, James A

Similar Essays

Consumer Buying Behavior Essay

1376 words - 6 pages Consumer Buying BehaviourWhat influences consumers to purchase products or services? The consumer buying process is a complex matter as many internal and external factors have an impact on the buying decisions of the consumer.When purchasing a product there several processes, which consumers go through. These will be discussed below.1. Problem/Need RecognitionHow do you decide you want to buy a particular product or service? It could be that

Chapter Six Summary Essay

603 words - 3 pages Consumer behavior affects the way in which buyers make purchasing decisions. A variety of influences affects individuals buying items for themselves, as well as for other people. Every buying decision a person makes is influenced by a variety of internal and external factors. Marketers must understand what influences consumers so they can decide what goods and services to offer, to whom and where. By fully understanding the factors that will

Complexities Of The Organisational Buying Process

1390 words - 6 pages Hutt and Speh (2010) describe organisational buying behavior as a process and not just a simple isolated event. In the consumer buying process we see the simple procedure of an everyday consumer making a simple purchase as they wish. The organisational buying process is much more complex as it involves different conditions in different buying situations that need thorough analysis in order for a decision to be made (Bunn & Park, 2003). This

Consumer Traits And Behaviors Essay

2514 words - 11 pages Consumer Traits and Behaviors Consumer traits and behavior affect the buying habits of most consumers. The different characteristics have psychological and social processes that influence buying habits of the consumer. Marketers need to understand these processes to be successful in meeting the demands of the consumer. The relationships between consumer traits and behavior play an important role in why people purchase a certain product. Social