20 defination consumer behaviour

Definition of consumer behaviour by different authors

Motivations and emotions[ edit ] Maslow's hierarchy suggests that people seek to satisfy basic needs such as food and shelter before higher order needs become meaningful The consumer's underlying motivation drives consumer action, including information search and the purchase decision. No universal evaluation process is used by consumers across all-buying situations. But with school safety problems; they have to live with the thought that they could be shot at school, they learned early that the world is not a safe place. Strongly interested in personal morality and near-absolute standards of right and wrong. The purchase of up-market perfumes, often bought as gifts, are high involvement decisions because the gift symbolises the relationship between the giver and the intended recipient The black box model considers the buyer's response as a result of a conscious, rational decision process, in which it is assumed that the buyer has recognized a problem, and seeks to solve it through a commercial purchase. They schedule everything. They feel enormous academic pressure. That designer t-shirt that fits you perfectly? Introduction 2 1.

Sales promotions such as the opportunity to receive a premium or enter a competition may provide an incentive to buy now rather than defer purchases for a later date. This refers to the formation of hypotheses about the products or a service through prior experience or word of mouth communications.

consumer behavior model

As children reach the age of four and five, old enough to play on the computer, they become less interested in toys and begin to desire electronics such as cell phones and video games.

The elements of the model include: interpersonal stimuli between people or intrapersonal stimuli within peopleenvironmental stimuli and marketing stimuli.

Factors influencing consumer behaviour

However, as stated by Kotler et al it is essential to mention that despite the great efforts to learn and understand the buying behaviour of consumers, it is very difficult to identify the exact reasons why a consumer purchases and prefers one product or service over another one. They schedule everything. The strength of the underlying need drives the entire decision process. The six living generations GI Generation. Social psychologists have established that the need to belong is one of the fundamental human needs. Advertising messages with a strong call-to-action are yet another device used to convert customers. Most of them grew up without modern conveniences like refrigerators, electricity and air conditioning. D Situational factors such as physical surroundings at the time of purchase, social surroundings and time factor. Other types of calls-to-action might provide consumers with strong reasons for purchasing immediately such an offer that is only available for a limited time e. No universal evaluation process is used by consumers across all-buying situations.

Marriage is for life, divorce and having children out of wedlock were not accepted. During the evaluation of alternatives, the consumer ranks or assesses the relative merits of different options available.

importance of consumer behaviour

Information search is the phase where consumers scan both their internal memory and external sources for information about products or brands that will potentially satisfy their need. Purchase- Now that the consumer has evaluated the different solutions and products available for respond to his need, he will be able to choose the product or brand that seems most appropriate to his needs.

The consciously, and subconsciously, consumed content in traditional as well as social media greatly plays the role of a stimulus for the consumer's recognition of a new need. The six living generations GI Generation.

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Consumer behaviour