You could then hypothesize that a large number of consumers want to stock their kitchens with the same products their favorite celebrities are using. Consumer behavior is really all about value. Develop and manage digital marketing campaigns. The post-purchase behaviour of social influencers is very important to the initial market and this may be the most underrated point of influence that your product creates. Products and services appealing to such a need are considered high profile. This is one area in marketing that is grossly under-represented in contemporary academic and media discussions.
Individuals should be familiar with not only the benefits but also the side effects of the products. Trying to sell a Mercedes or a Rado watch to someone who finds it difficult to make ends meet would definitely be a disaster. Attitude is a state of mind or feeling. Consumers Role of Perception in Consumer Behaviour Role of Perception in Consumer Behaviour By Debbie Donner, eHow Contributor Print this article Role of Perception in Consumer Behaviour thumbnail Subliminal subconscious advertising may affect the role of perception in consumer behaviour. Introduction Let me ask you first how many times a day does you act like a consumer? In fact this is one major factor that influences consumer behaviour. Why is it Important for Marketers to Understand Consumer Behavior? Understanding consumer behavior is a broad and complicated task, but with the right research mix you can begin to get a detailed understanding of your customers and their motivations. Firstly, the marketers need to considered throughout the factors that affecting their consumer behavior.
Thus, marketers have to focus how they portray their product and what psychological effect it has on consumers. Customer behavior could be affected by several factors. That is the power of consumer behavior. If we stop to think about it, we find that the entire day is filled with consumption and consumption decisions. Motivation The theories that decide on how a consumer comes to decide what he needs are discussed below. Customer behavior influences the way business managers brand their products.
Consumer buying process is five step activities. As there are determinants for consumer behaviour, similar industrial buying behaviour has its own set of determinants, which are overall objectives of the organization, technological capabilities of the organization which consist of information systems and network capabilities and finally organization structure, which includes its capital and number of employees. Consumer behaviour refers to the behaviour that consumer display in searching, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. We are also, going to discuss the definition, types and the basic concepts in consumer behavior. Information search : Search for information is a common consumer behaviour. Psychological factors can be influenced by the present situation, perception of needs and problems, the ability to process information and their individual attitude. It also helps marketers decide how to present their products such that they have maximum impact on consumers.
An intellectual will be more inclined to obtain more knowledge about a product or service and likely to be critical. The organizations also need to understand how reusing products influences a consumer. But if you require a really good camera and go for a model with an exceptional camera but sub-par processor, it is a Lexicographic choice. Last part of the Simple Model of Consumer Behavior Model is Psychological Processes Psychological Processes: Deals with what goes inside the persons head, how they think, how they process information, how they learn. Consumer behavior is usually very complex because each one has a different attitude towards purchase, consumption and disposal of a product.
It is useful in improving competitive strengths of the company. Subliminal perception is basically how you subconsciously associate to a particular product because of a stimulus that is not directly provided. Do they simply choose the least expensive option? Understanding Consumer Needs Customers adjust their purchasing behavior depending upon individual needs. Even within these groups, there can be a wide diversity of characteristics. Prestige is yet another intangible need. What shaped their values and morals? A marketer studies the behavior of the customer and accordingly alter his presentation, enticing the customer to go for the product. This is what separates the decision taking abilities.
Marketers need to understand the buying behaviour of consumers for their products to do well. Now that you know who is a consumer you also must know what is consumer behaviour and how does it affect the organizations. Information Search The consumer looks for prospective replacements or products that will fit his requirement perfectly. The psychology of customer develops on the basis of knowledge he has. Who Are They Buying For? If you own a retail business, spend some time in the showroom. Identifying these groups, behave and how they make purchase decisions enable the marketer to design and market products or services particularly suited to their wants and needs.
Understanding of the consumer behaviour begins with study of the consumer buying process. Helps to understand consumer choices It is important for the marketer to understand how consumers make their choices. Who accompanies them while purchasing an item? Examples of Failing to Understand the Consumer 1. It is important that you understand where your customers look to for information do they use search engines? An individual with high cognitive needs, usually evaluates a product more and takes an optimal purchase decision while inside the store. Buyer patterns are also dependent upon perceived roles that are acquired via social processes.
The success of any business is based on understanding the consumer and providing the kind of products that the consumer wants. But what exactly is consumer behaviour and how does it work? A marketer should understand buyer behaviour because in marketplace different persons, communities and organization have different needs because they exist in the different environment. Generally, 20% of marketing messages produce 80% of campaigns results. Selective retention Selective retention is when you remember the parts of the stimuli that support your personal feelings and beliefs and forget the inputs that do not. Wegmans is a popular chain grocery store in my area and where I do all my grocery shopping. Differences in attitudes, what products they like, what products they dislike. There might be a product available that would be better suited to the consumers needs, but if he is an aware of product, he will not buy it.