Consumer Behavior Essay

Consumer sort is an attempt to understand & forecast human actions in the secureing role. It has assumed evolution importance under market-oriented or customer oriented marketing planning & management. Consumer behavior is defined as all psychological, social & physical behavior of latent customers as they become aw ar of, evaluate, purchase, consume, & tell others about product & services. * individually element in this definition is important.* Consumer behavior involves both(prenominal) individual (psychological) processes & group (social processes). * Consumer behavior is reflected from awareness right through post-purchase military rating indicating satis evention or non-satisfaction, from purchases * Consumer behavior includes communication, purchasing & consumption behavior * Consumer behavior is basically social in nature. Hence social environment plays an important role in shaping buyer behavior. * Consumer behavior includes both consumer & business buyer behavior I n consumer behavior we consider not only why, how, & what people buy but other factors such as where , how often, and under what conditions the purchase is made. An understanding of the buyer behavior is of the essence(p) in marketing planning & programmes. In the final analysis buyer behavior is one of the approximately important keys to successful marketing.MAJOR FACTORS INFLUENCING BUYER BEHAVIOURCULTURAL FACTORSCultural factors exert the broadest and deepest influence on consumer behavior. The roles played by the buyers culture, sub culture and social class are particularly important. * CULTURE- Culture is the intimately fundamental determinant of a psyches wants and behavior. The growing child acquires a watch of values, perceptions, preferences, and behavior through his or her family or other key institutions. * SUB-CULTURE- Sub-culture includes nationalities, religions, racial groups, and geographical regions. Many sub-cultures make up important market segments, and mark eters often design marketing programs tailored to their needs. * SOCIAL CLASS- kind classes are comparatively homogenous and enduring divisions in a society, which are hierarchically ordered and whose members share similar values, interests, and behavior. Social classes do not reflect income alone but also other indicators such as occupation, education, and theater of operations of residence.SOCIAL FACTORS* REFERNCE GROUPS- A Persons reference groups consist of all the groups that have a groom or indirect influence on the souls attitudes or behavior. Groups having direct influence on a soulfulness are called membership groups. * FAMILY- The family is the most important consumer buying organization in society, and has been researched extensively. Family members urinate the most influential primary reference group. * ROLE AND STATUSES- A mortals position in each group that he participates throughout his brio family, clubs, and organizations can be defined in foothold of role and status. A role consist of activities that a person is expected to perform. Each role carries a status. Marketers are aware of the status symbol potential of products and brands.PERSONAL FACTORSA buyers decisions are also influenced by personal characteristics. These include the buyers age & stage in the life cycle, occupation, economic circumstances, lifestyle, personality & self concept. * AGE & STAGE IN THE LIFE CYCLE- People buy different goods & services over their lifetime. They eat baby food in the early years, most foods in the growing & mature years & special diets in the later years. Peoples taste in clothes, article of furniture & recreation is also age related. * OCCUPATION- A persons occupation also influences his or her consumption pattern. Marketers try to identify the occupational groups that have above average interest in their products and services. A confederation can even specialize its products for certain occupational groups. * ECONOMIC CIRCUMCTANCES- Pro duct choices are greatly touched by ones economic circumstances. Economic constancy consist of their spend able income (its level, stability and time pattern), saving and assets (including the percentage that is liquid), debts, borrowing power, attitude toward spending versus saving.* LIFESTYLE- People coming from the same subculture, social class & occupation may lead quite different lifestyles. A persons lifestyles the persons pattern of living in the world as expressed in the persons activities, interests & opinions. * PERSONALITY AND SELF-CONCEPT- Each person has a distinct personality that influences his or her buying behavior. By personality, we mean a persons distinguishing psychological characteristics that lead to relatively consistent and enduring responses to his or her environment. Personality can be a useful variable in analyzing consumer behavior, provided that personality type can be classified accurately and that strong correlations exist between certain personality types and product or brand choices.PSYCHOLOGICAL FACTORSA persons buying choices are influenced by four major psychological factors-motivations, perception, learning, beliefs and attitudes. * MOTIVATION- A person has many needs at any given time. A need becomes motive when it is aroused to a sufficient level of intensity. Motivational researchers hold that each product is capable of aro utilise a unique set of motive in consumers. * LEARNING- When people act they learn. cultivation involves changes in an individuals behavior arising from experience. Learning theory teaches marketers that they can build up demand for a product by associating it with strong drives, using motivating cues and providing positive reinforcement. * PERCEPTION- Perception is the process by which an individual selects, organizes, & interprets information inputs to create a pregnant picture of the world. A motivated person is ready to act. How the motivated person actually acts is influenced by his or her p erception of the situation.* BELIEFS & ATTITUDES- A belief is a descriptive thought that a person holds about something. by dint of doing & learning, people acquire beliefs & attitudes. These in turn influence their buying behavior. Particularly important to global marketers is the fact that buyers often hold distinct disbeliefs about brands or products based on their country of origin. An attitude is persons enduring favorable or unfavorable evaluations, emotional feelings, and action tendencies towards some object or idea. People have attitude toward almost everything religion, politics, clothes, music, food, and so on. Attitude put them into a frame of discernment of liking or disliking an object, moving toward or away from it.