What is Consumer Behavior?
Consumer Behavior is a study of the processes involved when individuals use, purchase, select, or dispose of products, services, needs, desires and ideas. The consumer is the person that uses the product while the customer is the person that purchases the product; they may or may not be the same person. When we study consumer behavior, it helps us improve business performance, we influence the public and we help consumers make better decisions.
There are many steps involved in this decision making process. Some of the things that affect the customer buying process would be motivation, personality, attitudes, perception, attention, memory and information processing. These factors are also affected by culture, social class, family and situation. They affect how consumers see products, weather they are view them as bad or good.
Perception
How we view the world around us is considered to be perception. People see things differently, from ideas to points, and have different opinions. We all have a different “Perception” of the world. Our brain makes sense out of the stimuli that we are exposed to. These sensory organs are:
a. Tongue for tastes & tasting
b. Ears for sounds & hearing
c. Skin for textures, touch & feeling
d. Eyes for sights & seeing
e. Nose for smells & smelling
The perception we have of a business or service can affect our buying behavior. Businesses spend a lot of money to ensure that consumers have a good perception of their business and make sure their product stand out from the crowd. When bringing a new yet risky product on the market a company can provide a lot of information along with reviews and a free trial, by doing this it decreases the risk of a bad perception. For example when...
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...cts is becoming easier since it is no longer a niche market. A case like this represents consumers motivating businesses. A business’ goal is to provide a product for consumers, but lately consumers want more environmentally safe products which make it easier for companies to step into knowing that the market is safe rather than putting a product out there that has a high risk of failing.
Consumer behavior does not stop at buying and using a product. There is also post product evaluation which is our thoughts of the product weather we are satisfied or not and if the product is what we expected, are the reviews of the product meeting our standards. This post evaluation affects weather we ever consume the product again. Even a customer loyal to a brand can have a negative post evaluation. This result of satisfaction or dissatisfaction lies upon our fulfillment needs.
“Consumer 2.0” is a concept which describes the behaviors related to how consumers interact with information in the context of the purchase decision lifecycle.
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.
In David Suzuki’s video, The Brain Our Universe Within Perception, Suzuki outlines how we view the world with perception. Perception is our ability to become aware of something through our senses. Just because our senses detect something does not mean that we are aware of it and perceive it. The video goes in detail discussing the different ways individuals can perceive things
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.
Perception, at most times, is a credible way to assess the world around us. Without perception, we would not know what to do with all the incoming information from our environment. Perception is constructed of our senses and the unconscious interpretations of those sensations. Our senses bring in information from our environment, and our brain interprets what those sensations mean. The five most commonly accepted senses -- taste, smell, hearing, sight, and touch -- all help create the world around us as we know it.
Perception is a manner of selecting, organizing, and interpreting people, objects, events, situations, and or activities. The movie “Inside Out” is a perfect example of how perception affects our communication; it shows exactly how the process of selection, organization, and interpretation correlated to each other.
From buying a hamburger to buying a house people use a process in order to make a decision on what to buy. (book cite) describes this as the consumer decision process (pg.175). Utilizing a consumer decision process model, marketers are able to better understand how consumers are purchasing products and services. The five step consumer decision process model includes need recognition, information search, alternative evaluation, purchase, and post purchase. Not all purchases require following all five steps to a T, but consumers, whether they know it or not, follow a version of this model when making a purchase. Companies also use this model in order to effectively market their products and services. A company
The way that each individual interprets, retrieves, and responds to the information in the world that surrounds you is known as perception. It is a personal way of creating opinions about others and ourselves in everyday life and being able to recognize it under various conditions. Each person’s perceptions are used as a kind of filter that every piece of information has to pass through before it determines the effect that it has or will have on the person from the stimulus. It is convincing to believe that we create multiple perceptions about different situations and objects each day. Perceptions reflect our opinions in many ways. The quality of a person’s perceptions is very important and can affect the response that is given through different situations. Perception is often deceived as reality. “Through perception, people process information inputs into responses involving feelings and action.” (Schermerhorn, et al.; p. 3). Perception can be influenced by a person’s personality, values, or experiences which, in turn, can play little role in reality. People make sense of the world that they perceive because the visual system makes practical explanations of the information that the eyes pick up.
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.
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.
Perception is defined as the process of organizing, interpreting, and selectively extracting sensory information . Visual perception is left to the individual person to make up their own mind. Perceptual organisation occurs when one groups the basic elements of the sensory world into the coherant objects that one perceives. Perception is therefore a process through which the brain makes sense of incoming stimuli.
Consumer behavior incorporates certain activities, decisions or experiences, which satisfy the needs of the consumers. It concerns all the activities that incorporate consuming, obtaining and product disposing of that precedes and carry out these actions (Darling, 2015). The Consumer behavior remains one of the important areas for research in the tourism and marketing fields in terms of travel behavior or the behavior of tourist (Rid, Ezeuduji & Pröbstl-Haider 2014). There are a few comprehensive literature reviews on the behavior of consumer typically described his injurious area with the help of the existing models or concepts of Consumer Behavior. There are exceptions in the insights of the authors who give the review about
There are many elements affecting to the success of a launching. The basic factor is to develop product that satisfies consumers’ demands and maintain the brand promise. However, consumers are not only looking for the quality of product but also concerning about the price, the promotion and so on.
To effectively sell a product or service, organizations have to really know how customers behave, regarding to what they buy. The study
There can be many things that might factor into the want to buy something. There are many steps that a customer takes before actually buying a product.