Consumer Behavior and Marketing Strategy

Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumer's emotional, mental and behavioural responses that precede or follow these activities. Consumer behaviour emerged in the 1940s and 50s as a distinct sub-discipline in the marketing area. Consumer behaviour is an inter-disciplinary social science that blends elements from psychology, sociology, social anthropology, ethnography, marketing and economics, specially behavioural economics. It examines how emotions, attitudes and preferences affect buying behaviour. Characteristics of individual consumers such as demographics, personality lifestyles and behavioural variables such as usage rates, usage occasion, loyalty, brand advocacy, willingness to provide referrals, in an attempt to understand people's wants and consumption are all investigated in formal studies of consumer behaviour. The study of consumer behaviour also investigates the influences, on the consumer, from groups such as family, friends, sports, reference groups, and society in general. The study of consumer behaviour is concerned with all aspects of purchasing behaviour-from pre-purchase activities through to post-purchase consumption, evaluation and disposal activities. It is also concerned with all persons involved, either directly or indirectly, in purchasing decisions and consumption activities including brand-influencers and opinion leaders. Research has shown that consumer behaviour is difficult to predict, even for experts

Consumer behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy their needs and wants. It is also concerned with the social and economic impacts that purchasing and consumption behaviour has on both the consumer and wider society. Consumer behaviour blends elements from psychology, sociology, social anthropology, marketing and economics, especially behavioural economics. It examines how emotions, attitudes and preferences affect buying behaviour. Characteristics of individual consumers such as demographics, personality lifestyles and behavioural variables such as usage rates, usage occasion, loyalty, brand advocacy, willingness to provide referrals, in an attempt to understand people's wants and consumption are all investigated in formal studies of consumer behaviour. The study of consumer behaviour also investigates the influences, on the consumer, from groups such as family, friends, sports, reference groups, and society in general. [3]

2006

Consumer Behaviour provides an overall examination of the economic, social, cultural and psychological factors that affect consumers in the marketplace. The course examines the consumer from two perspectives -first, the effects of internal forces on an individual including perceptions, motivations, lifestyles and attitudes, then second, the effects of external factors as a group member considering family and group influences, including age, gender, social class, social, religious, regional, household and other sub-cultural and cultural influences.

Today, business around the world recognizes that "the consumer is supreme and his sovereignty prevails." The power of the consumer is immense. Consumer is not merely a simple entity. Sherlekar and Krishnamoorthy treat the consumer to be a riddle. 1 "Consumer is a broad term and any person who uses a product or service or deals with it can be called a consumer." 2 It is not necessary that the particular person should be a buyer of the product or service. A consumer can also be termed as an individual who identifies a need or desire and then makes purchases.

2019

Purchaser Buying Behavior alludes to the purchasing conduct of a definitive purchaser. Numerous elements, specificities and qualities impact the individual in what he is and the shopper in his basic leadership process, shopping propensities, obtaining conduct, the brands he purchases or the retailers he goes. A buy choice is the aftereffect of every last one of these elements. An individual and a buyer is driven by his way of life, his subculture, his social class, his participation gatherings, his family, his identity, his mental factors, and so on furthermore, is affected by social patterns and his social and societal environment. By recognizing and understanding the elements that impact their clients, brands have the chance to build up a system, a showcasing message (Unique Value Proposition) and promoting efforts more productive and more in accordance with the requirements and mindsets of their target buyers, a genuine resource for better address the issues of its clients and in...

International Journal of Advanced Research (IJAR), 2019

Consumer Buying Behaviour refers to the buying behaviour of the ultimate consumer. Many factors, specificities and characteristics influence the individual in what he is and the consumer in his decision making process, shopping habits, purchasing behaviour, the brands he buys or the retailers he goes. A purchase decision is the result of each and every one of these factors. An individual and a consumer is led by his culture, his subculture, his social class, his membership groups, his family, his personality, his psychological factors, etc. and is influenced by cultural trends as well as his social and societal environment. By identifying and understanding the factors that influence their customers, brands have the opportunity to develop a strategy, a marketing message (Unique Value Proposition) and advertising campaigns more efficient and more in line with the needs and ways of thinking of their target consumers, a real asset to better meet the needs of its customers and increase sales.

SAGE Open, 2016

This article analyzes 12 years of recent scholarly research on consumer behavior published in the five leading international journals in this field. Analyzing academic contributions to a specific area of research provides valuable insights into how it has evolved over a defined period. The approach was to briefly discuss content analysis and its application in scholarly literature review studies. The methodology used here involves the classification of topics to evaluate key trends in consumer behavior literature. It includes a ranking of topics published, typology of the published articles, the research classification in terms of methodologies, and analysis techniques. The most cited articles in the field and within each journal are also examined. The comprehensive literature review of consumer behavior research undertaken in this article could advance the discipline of consumer behavior research by elucidating the evolution of consumer behavior literature in the studied period.

2007

The essential component of human behavior, the consumer's behavior restrictively, reflects people's conduct when it comes to buying and / or consuming material goods and services. At large, it comprises the entire conduct of the final user of material and immaterial goods. The study of the behavior of the consumer is vital for an enterprise in the motivation of the consequences that it carries along regarding all the decisions of marketing : the positioning of the brands, the segmentation of the markets, the development of new products, advertising strategies of distribution etc. The analysis of the consumer's behavior, because of the fundamentally different nature of the acts and processes of decision that compose it, is characterized by its multidisciplinary origin. Thus, economy, such as psychology, sociology, anthropology permitted the laying of the conceptual foundations of the actual knowledge in this domain. Even though the interdisciplinary character of the consumer's behavior investigations is recognized, there are, however, numerous points of view in the specialty literature that plead for the autonomization of this domain. This thing doesn't impose though its separation from the marketing studies.

The theories of consumer decision-making process assume that the consumer's purchase decision process consists of steps through which the buyer passes in purchasing a product or service. However, this might not be the case. Not every consumer passed through all these stages when making a decision to purchase and in fact, some of the stages can be skipped depending on the type of purchases.