'Consumer Behavior Essay\r'

'Consumer sort is an attempt to understand & vitamin A; predict world actions in the acquire subprogram. It has assumed growing magnificence under securities industry-oriented or customer oriented trade prep atomic number 18dness & adenine; man agement. Consumer fashion is defined as â€Å" solely mental, neighborly & adenine; physical doings of potential customers as they become aware of, evaluate, purchase, consume, & angstrom; tell opposites near product & axerophtholere; service”. * Each element in this definition is important.\r\n* Consumer behavior involves both(prenominal) individual (psychological) processes & concourse (social processes). * Consumer behavior is reflected from awareness right through post-purchase evaluation indicating mirth or non-satisfaction, from purchases * Consumer behavior includes communication, purchasing & outgo behavior * Consumer behavior is basically social in nature. Hence social environment plays an importan t role in shaping purchaser behavior. * Consumer behavior includes both consumer & business purchaseer behavior In consumer behavior we consider not only why, how, & what plenty buy but other factors such as where , how often, and under what conditions the purchase is made. An understanding of the buyer behavior is essential in marketing planning & programmes. In the final analysis buyer behavior is one of the close to important keys to sure-fire marketing.\r\nMAJOR FACTORS INFLUENCING BUYER BEHAVIOUR\r\nCULTURAL FACTORS\r\n h eat uphenish 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 most fundamental determiner of a someone’s wants and behavior. The growing child acquires a set of values, perceptions, preferences, and behavior through his or her family or other key institutions. * SUB-CULTURE- Sub-culture inc ludes nationalities, religions, racial groups, and geographical regions. Many sub-cultures make up important market segments, and marketers often design marketing programs tailored to their needs. * fond CLASS- Social classes are relatively homogenous and bear divisions in a society, which are hierarchically reproducible 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 area of residence.\r\nSOCIAL FACTORS\r\n* REFERNCE GROUPS- A Person’s reference groups consist of all the groups that have a direct or mediate influence on the individual’s emplacements or behavior. Groups having direct influence on a individual are called membership groups. * FAMILY- The family is the most important consumer buying organization in society, and has been researched extensively. Family members constitute the most important primary reference group. * ROLE AND STAT USES- A soul’s position in each group that he participates throughout his life â€family, clubs, and organizations can be defined in terms of role and status. A role consist of activities that a person is judge to perform. Each role carries a status. Marketers are aware of the status symbol potential of products and blemishs.\r\nPERSONAL FACTORS\r\nA buyer’s decisions are also influenced by personal characteristics. These include the buyer’s age & stage in the life cycle, occupation, frugal circumstances, lifestyle, personality & self concept. * AGE & STAGE IN THE LIFE CYCLE- bulk buy different goods & services over their lifetime. They eat baby food in the early age, most foods in the growing & mature years & special diets in the later years. People’s taste in clothes, furniture & recreation is also age related. * OCCUPATION- A person’s occupation also influences his or her white plague pattern. Marketers try t o identify the occupational groups that have higher up †average interest in their products and services. A fraternity can even specialize its products for certain occupational groups. * ECONOMIC CIRCUMCTANCES- Product choices are greatly alter by one’s economic circumstances. stinting stableness consist of their spend able income (its level, stability and time pattern), saving and assets (including the percentage that is liquid), debts, borrowing power, pose toward spending versus saving.\r\n* LIFESTYLE- People coming from the same subculture, social class & occupation may run for quite different lifestyles. A person’s lifestyles the person’s pattern of living in the world as expressed in the persons activities, interests & opinions. * PERSONALITY AND SELF-CONCEPT- Each person has a straightforward personality that influences his or her buying behavior. By personality, we think a person’s distinguishing psychological characteristics th at go out 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 mingled with certain personality types and product or brand choices.\r\nPSYCHOLOGICAL FACTORS\r\nA person’s 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 source when it is aroused to a sufficient level of intensity. motivational researchers hold that each product is capable of arousing a unique set of motive in consumers. * LEARNING- When people act they learn. Learning involves changes in an individual’s behavior arising from experience. Learning theory teaches marketers that they can constitute up demand for a product by associating it with strong drives, using motivati ng cues and providing positive reinforcement. * PERCEPTION- wisdom is the process by which an individual selects, organizes, & interprets info inputs to create a meaningful picture of the world. A motivated person is ready to act. How the motivated person actually acts is influenced by his or her perception of the situation.\r\n* BELIEFS & ATTITUDES- A belief is a descriptive ideal that a person holds about something. Through doing & learning, people acquire beliefs & attitudes. These in reach influence their buying behavior. Particularly important to planetary marketers is the fact that buyers often hold distinct disbeliefs about brands or products based on their country of origin. An attitude is person’s enduring favorable or unfavorable evaluations, emotional feelings, and action tendencies towards some prey or idea. People have attitude toward to the highest degree everything: religion, politics, clothes, music, food, and so on. Attitude put them in to a kind of mind of liking or disliking an object, moving toward or away from it.\r\n'