Introduction
This paper presents a dynamic model on the consumer behaviour on the real world marketing issue. It will further discuss the marketing and industrial experiences encountered daily in everyday business life, in addition is the Consumer behavioural issues and consumer analysis or recommendations.
Research studies has argued that industries or companies experience lots of issues in awe to the logistics of their daily routine, giving them the knowledge that can be used to anticipate incoming situations with the way of tackling problems. However, with the familiarity and repeated external occurrences in the marketing scope of an industry there are many implementations carried out in solving such problems without complexity.
In any industry if the external occurrences are novel, the industrialist structural understanding will lack concrete account of the situation, thereby using old attitude in solving current occurrences. In so doing, there is the tendency of disaster or failure since the result does not get closer to the consumers expectation, hence they device new approach of solving recent occurrence by using the trial and error process in addition to experimentation. The process of surrogating will therefore be tested in the market for the consumer’s appraisal, and once it works then it will be settled on. Although industries do not actively become accustomed to the consumer behaviour or external environment, but by the use of their imagination, they create an environment to which they will become accustomed by means of learning, experimentation and trial an error. Given that consumers have different tastes and expectation in the rapidly changing world, the industries visualization and protrusions are again subject ...
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... of consumer behaviour, lays emphasis on the objectivity of science and the consumer as a reasonable and sensible decision maker. While, the interpretive point of view is in contrast to that of the positivist, in that it emphasises on the importance of the subjective meaning of the consumers individual experience, hence, it suggest that whichever behaviour a consumer performs is subject to diverse interpretations to a certain extent than just a single explanation to it.
In conclusion to this I think that marketers do not have the ability of controlling the consumers need through the process of efficient marketing methods. However, the marketers can successfully market products by taking the process of demographics and psychographics into consideration, while this will profitably market their products to the intended consumers hence increase in the demand or need.
Consumer behavior is the ways that consumers exhibit in searching for, purchasing, using, evaluating, and disposing of, products and services. The study of consumer behavior as a separate marketing discipline all started when marketers realized that consumers did not always react as marketing theory suggested they would (Ekström, 2003). Many consumers rebel at using the identical products that everyone else used, instead they prefer differentiated products that they feel reflect their own special needs, personality and lifestyles.
Over the last decade, product marketing and ways through which communication takes place between manufacturers and consumers has changed tremendously (Belch & Belch 2004). Due to the technological revolutions and the rise of innovations such as the mobile phones and the internet, control over information has shifted apparently from the manufacturer's hands to the hands of consumers (Belch & Belch 2004). The market environment has also changed due to globalization of marketing strategies, loss of confidence in media advertising, increased reliance on targeted communication methods, and media fragmentation and so on (Belch & Belch 2004).
Situation analysis becomes increasing important for a marketing plan development. This essay aims to explain why it is so important and what factors it focus on and finally, a guild list is present and justify for the construction of an effective situation analysis for a Marketing Plan of J Boag & Son Brewery.
Customer behavior can be defined as the process used by organizations, individuals and groups, to select, buy or use particular products or services to satisfy their needs and the impact it has on the society (Wikipedia, consumer behavior). Every product in the market is given a different value by an individual user based on the need it satisfies and also the level of the want. For example a person may put choosing a car as just for a means of transport from point A to point B but for another individual a car is not only used as a mode of transport but also as a means of his lifestyle. Many marketers use these difference of needs in consumers to create different marketing campaigns to attract consumers that use their products.
Every company wants to understand why people decide to buy its products or others. Firstly, we have to understand why people buy certain kind of product. People buy products because they need them. A need is activated and felt when there is a sufficient discrepancy between a desired or preferred state of being and the actual state. (Engle£¬Blackwell and Miniard. 1995. p407 ) For example, when you feel hungry, what you needs is some food. It is very important for marketer to understand the needs of consumers. All the consumers may have the same needs, but the ways which they satisfy what they need are different. Here is a example, Chinese people would choose rice when they feel hungry, whilst British people may choose bread to satisfy their needs.
Consumer behavior eventually leads to the decision or choice between alternatives. In most cases it is a decision whether to purchase, consume or use a service. The process of this decision making is rather complex and it is influenced by, other than the price factor, the psychology of the consumers, their socio-cultural environment & the past experiences. The consumer decision making can be modelled as a system operating with an Input or stimuli, the actual decision making Process which then results in a reaction or Output (Schiffman. L.G, Kanuk. L)
According to Schiffman and Kanuk (2006), the authors expressed, products mean different things to different people and their basis for choosing a product relies on the overall satisfaction that derives from the purchase. Despite the strength of this statement, the opposing judgment on a consumer 's engagement with a brand derived from timeworn research into consumer attitudes before the development of social media marketing - whereby Fishbein & Ajzen (1980), studied the demand for a product, finding bearings in their research which portrayed such demand was influenced by the characteristics of the consumer. Although the statements suggested minimal differences, the overall point of parity derived by
In today’s competitive world where organizations looking for high profitability and market share, consumers have very important role. Companies are looking for capture consumers in order to get larger market share. For this reason organization developed a number of techniques and tools. One of such tools is consumer behavior which has been come from economic theory. Consumer behavior is mainly studying the factors and situations that can affect purchase decisions of consumers. Consumer behavior is being very important discipline of management sciences which help out to understand of customers’ decision making.
In this era of emerging economies and growing globalisation, the demand for symbolic goods continues to expand, and at a fast rate. With recent advances in technologies such as personal digital assistants (PDA’s), satellite/tracking devices, mobile phones and many others springing up almost every day, it is not surprising that consumers would be willing to part with large amounts of cash for these products. One of such technological advancement is the iPhone, a fascinating instance of adaptation, which is fast becoming a most sought after brand. The issue however is whether this new technological advancement of the iPhone is going to be a continuous trend or will just fizzle out in the nearer future.
The studies concerning consumer behavior helped scholars of the management field to develop new management and marketing tools in order to attract customers. This was possible by using the Cognitive Approach to establish what factors influence the act of purchasing.By using those factors, businesses can manipulate consumer behavior. Modern marketing schools still use this approach in order to emphasize certain stimuli that attract customers. Whenbrainstorming and testing a new product, management teams often create various decoys in order to test the customer’s
The purchasing process is a highly complex organizational process with objectives that reach far beyond the traditional belief and primary role is to obtain goods and services in response to internal needs. In this course, we are studying the consumer behaviour, which is defined as” the process involved when individuals or groups select, purchase, ideas or experience to satisfy needs and desires. In the past four weeks, I recorded my purchase behaviour and experience to show what effect on the purchasing process and my behaviour. I found two of those purchasing behaviours can be significantly represented this concept.
For a variety of reasons, the study of consumer behaviour has developed as an important and separate branch in marketing. The size of the market in all the developed and fast developing economies of the world was extensive. The consumer preferences arechanging and becoming highly diversified. In case of industrial markets, the need for goods and services is homogenous and buyer’s preferences are becoming
The term customer behaviour tends to be an important part of marketing and Kotler and Keller (2011) express that customer behaviour is the research of the methods for purchasing and also disposing of items, services, ideas or experiences by the persons, groups as well as companies to be able to fulfil their demands and desires. The concept of buyer behaviour plays an essential role for company because when they introduce their product or service based upon buyer behaviour of consumer as well as they could change in products productivity based upon the consumer demands as well as desire.
“Most consumer researchers were more comfortable with positivistic approaches than interpretive research.” (Ladik, Carrillat, & Tadajewski, 2015, p. 185)
The research on consumer behavior assists the organization recognize and forecast the purchase behavior of the consumers while they are purchasing a product. Thus, the study of consumer behavior helps the marketers not only to understand what consumer's purchase, but helps to understand why they purchase it (Kumar, 2004). There are a lot of elements which can influence the purchase decision of consumers such as social influences, cultural influences, psychological factors and personal factors (Super Professeur, 2011). Understanding these factors helps the company to market the product on right time to the right consumers in order to generate more profits. On the other hand, if the marketers fail to understand these components that might influence consumers, they will fail to convince the consumers to purchase that product or will fail to meet the demands of consumers. However, consumer behavior is one of the stimulating and challenging areas in marketing studies being a human activity focused on the products and services. Thus understanding the behavior of the consumers is a great challenge. Moreover, it is not easy to get a full picture of consumer behavior as customers make plenty of different buying decision every day and they usually do not know exactly what influences their purchase. In short, basing on all