6.Consumer Behaviour[1]

8/4/2019 6.Consumer Behaviour[1]

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Before the industrial revolution, marketers were operating

in a sellers market and the consumers would accept the

goods and services offered by the manufacturer.

However, with the inset of industrial revolution the process

of marketing has undergone tremendous changes with themarketing decisions makers finding themselves removed

from the direct contact with consumers.

This is where the market is come to depend upon consumerresearch studies for more information on the spending

habits of consumers. Research revealed that there is a

multidisciplinary approach to study the consumer

behaviour.


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Consumer behaviour can be defined as, The

decision-making process and physical activity

involved in acquiring, evaluating, using and

disposing of goods and services.


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The post liberalization period has resulted in manycompanies entering the market with offering their goodsand services. This has made each marketer to realize that

it has to constantly upgrade the consumers knowledgeabout his product by finding new dimensions.

This is because there has been a change in the physicalbehaviour of the consumer.

The consumer of yesteryears was a silent person whouncomplainingly purchased the goods from the marketplace. There is a new customer emerging today.


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The reason why people study consumer behaviour

are diverse and accordingly various on consumer

behaviour have been expressed. The field of

consumer behaviour holds interest to consumers,

marketers and scholars of human behaviour.

As a marketer it is important to understand

consumer behaviour, so as to be able to predict how

consumers are likely to react to the various

information and environment cues and accordingly

devise marketing strategies. This will help them toearn a competitive advantage at the marketplace.

Thus the study of consumer behaviour will enable

us to become better and wiser consumers.


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Consumers purchase are influenced strongly by are

four factors.

(1)Cultural Factor: Cultural factors include values,

beliefs, faith and tradition accepted willingly by

buyers or specific class of buyers. Cultural factors

are divided into three sub factors (a) Culture (b) Sub

Culture (c) Social Class.

(2) Social Factors: A consumers behaviour also is

influenced by social factors, such as the (a)

Reference Groups (b) Family (c) Roles and status


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(3) Personal Factors: It includes (a) Age and life cycle

stage (b) Occupation (c) Economic situation (d) Life

Style (e) Personality and self concept.

(4) Psychological Factors: psychological factors

include Motivation, Perception, Learning Beliefs

and Attitudes. These factors influence buyers

behaviour in different ways. The psychological

factors dominate other factors as they are closer to

the mind of the buyer.


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(1) Complex buying behaviour: It results from

situations where involvement is high and where

there is a high degree of perceived difference among

brands.

(2) Dissonance-reducing buying behaviour: It is

normally associated with products that are risky,

purchased infrequently or expensive (making them

high-involvement goods) but where there is littleperceived difference among brands.


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(3) Habitual buying behaviour: It occurs under

conditions of low consumer involvement and liitle

significance brand differences. In these cases, often

for goods that are purchased frequently (e.g.

toothpaste), behaviour does not pass through the

standard cognitive process of belief-attitude-

behaviour formation.(4) Variety-seeking buying behaviour: It occurs in

situations where there are low-involvement

purchases but significant differences in brands.


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In order to satisfy the personal, social and

environmental needs. Consumers are interested inpurchase of goods and services. Almost all of us are

involved in taking decision relating to various

aspects of our lives. Usually, such decisions aretaken automatically without the involvement of any

particular decision-making process.

Decision-making involves the selection of a courseof action from among two or more possible

alternatives in order to arrive at a solution for a

given problem.


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In the most general terms, a decision isthe selection of an option from two ormore alternative choices. If the consumer

has no alternatives from which to chooseand is literally forced to make a particularpurchase or take a particular action, (e.g.,

use a prescribed medication). The process of consumer decision-making

can be viewed as three distinct but

interlocking stages: the input stage, theprocess stage and the output stage.


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The input stage influences the consumers recognition of

a product need and consists of two major sources of

information:

a. The firms marketing efforts

b. The external sociological influences of the consumer

The process stage focuses on how consumers make

decisions.

a. The psychological factors inherent in each individual

such as motivation, perception, learning, personality,

attitude.b. The experience gained through evaluation of alternatives,

in turn, affects the consumers existing psychological

attributes.a


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The output stage of the consumerdecision-making model consist of twoclosely-related post-decision activities:

a. Purchase behaviour, which can be a trialpurchase or a repeat purchase.

b.The post-purchase evaluation of theproduct feeds directly into the consumerexperience in the process stage of themodel.

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6.Consumer Behaviour[1]