2. Review of Related Literature
Consumer innovativeness is often viewed as a personality trait reflecting willingness to change. Innovative consumers are an important market segment for marketers. Revenue from new products adopted by innovative consumers plays a pivotal role for many firms. Successful launching and marketing new products aimed at innovative consumers, therefore, is critical for these firms. A good understanding of decision-making styles of innovative consumers is imperative for these marketing activities.
Consumer decision-making styles have a long history in marketing and consumer behavior research. Consumer decision-making styles in shopping can be characterized in a three-dimensional pattern the lifestyle approach, the psychological (attribute) approach and the typology (general consumer types) approach. Combined these and additional traits to develop a consumer decision-making styles (CDMS) list, the so-called
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One is DSI, also referred as product-specific innovativeness. Consumer innovativeness may vary from one product category to another. The other emphasizes an innate predisposition of innovativeness from a socio-psychological perspective, which includes cognitive and sensory traits. This socio-psychological view of innovativeness has been variously called life innovativeness.Demographic variables can be of substantial help in customer segmentation and targeting the most innovative market condition. Nevertheless, demographic factors are often overlooked in consumer innovativeness studies.Among demographic variables, gender and country (or culture/nationality) has broadly used as important moderators between cause and effect relationship in psychology and business research studies of human behavior. In psychology, gender differences have been studied in many areas including cognition and social behavior in psychology (Wooyang Kim C. Anthony Di Benedetto Richard A. Lancioni,
With the advancement of technology and consumer awareness out of access to information, purchasing patterns have greatly evolved with social advancement, economic empowerment and the effects of globalization. Therefore, purchasing patterns are changing among different social groups. For example, many women continue to be economically empowered but do not have the time to take
...rporate Culture) and Consumer Behavior (Ch. 11; Page 279, Influences on Consumer Behavior) in a constantly changing business environment.
Introduction This paper presents a dynamic model on the consumer behaviour in the real world marketing issue. It will further discuss the marketing and industrial experiences encountered daily in everyday business life, in addition to the consumer behavioural issues and consumer analysis and recommendations. Research studies have argued that industries or companies experience lots of issues in awe of 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.
How Consumer.ology Has Changed The Way I View Market Research & Made Me Skeptical Of It’s Findings Philip Graves’ Consumer.ology: The Market Research Myth, The Truth About Consumers, and the Psychology of Shopping serves as an excellent guide for understanding how to determine what decisions consumers will and won’t make. The book focuses on the market research industry and it’s accuracy and usefulness, or lack their of, in the process of studying consumer behavior. Graves, a consumer behavioral consultant, spent twenty years observing consumers as a market research manager—leading him to question traditional market research methods and identify discrepancies between the results produced by market research and the decisions consumers actually
Personal preference is another factor as some people prefer variety of goods whereas others prefer not having too many choices at all.
Mooij, M.de. (2004). Consumer Behavior and Culture, Sage Publications, Page 102, Page 119, Page 274, Page 275
Why do people shop? How do situational factors influence the decision to purchase certain items? The act of purchase is affected by many factors: mood, time pressures, or even a person’s disposition towards shopping. Time can be seen, as an important factor because it often determines how much effort and search a consumer will put into making a purchasing decision. A person’s mood can be affected by the degree of pleasure or arousal that is present in the store’s atmosphere. Most people tend to base a purchase decision towards a specific occasion; or even the way an individual may feel at a specific point in time can also play a big role in what we feel like purchasing. These factors may cause one to decide more carefully on a purchase. Marketers like to use segmentation strategies when advertising to let buyers know their product will meet a specific need one may be looking towards. Overall, many consumers’ purchase decisions are greatly affected by groups or social settings. The presence of other people around often has a positive influence on one’s purchasing behavior. Consumers look for different product attributes depending on they intend to use their purchase.
Conclusion Companies are better able to market their products to consumers if they have a good Understanding of the consumers and the basic purchase decision process. By understanding the consumer and the type of purchasing behavior associated with different products, marketers are more likely to create a marketing campaign that positively impacts the consumer’s purchasing decision.
This study expanded on previous research because it analyzed how the sex of a grocery shopper affected shopping behavior. The study also differed from previous research because it was a naturalistic observation as opposed to a survey and it analyzed how the bag type affected the grocery shopping behavior. Consistent with previous research, it was hypothesized that women would use more bags than men. Additionally, it was hypothesized that people with plastic bags would have a higher quantity of bags than people with reusable
2. Today marketers can collect and analyze data about consumer behavior, one person at a time; this is the relationship approach to marketing.
Shopping for clothes directly reaches people’s appearance, which has become a way of communicating and enhancing personality traits, charm, and social roles (Anspach, 1967). Tatzel (1982) has divided customers into four groups depending on whether they are skilled or motivated or not, these are fashion-conscious consumers, independent consumers, anxious consumers and apathetic consumers. Fashion-conscious consumers is shopping for leisure, they are more tend to go traditional department stores rather than online stores or discount stores. Compared with fashion-conscious consumers, independent consumers is ‘economic’ shoppers who shop more
The first type of shoppers are smart shoppers, I believe these are the best type of shoppers because they make a plan before going and spending all of their money. They separate their money and set up a budget. Smart shoppers go straight to buy his or her necessities and leave; they do not waste time or money shopping crazily. In fact, smart shoppers save their time and most of all their money. They do not buy stuff that they want; they purchase items that they need. These kinds of shoppers think about their money first, rather than their desires. For example, smart shoppers will think long and hard before purchasing something they really want, they would rather save it for something that they actually need. Therefore smart shoppers are cautious people, they are careful when it comes
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
To achieve and maintain success in such a complex system as market it is essential to every marketing person to understand clearly consumer behavior. Understanding consumer behavior is not that easy as it may seem from the first glance. The reason is that there are plenty of various factors that may influence it in one certain way or the other. When considering each of the factors it is also important not to forget that they ought to be analyzed as different parts of one whole picture, that is, in correlation with each other.
The purpose of this research was to create a deeper consideration about the influence of