CONSUMER BEHAVIOR

Consumer Behaviour

Consumer Behaviour

Product Selection

The product chosen for the paper is cereals. The use of cereals is very common among people in various countries. People use cereals since it is the easiest way to fulfill the needs for breakfast. People are living a fast paced life therefore those couples who work use cereals for their breakfast as it is ready made and can be easily.

Product Decision making

Consumers prefer it and children enjoy it most of the time as it keeps them healthy and is fulfilling. The worldwide production of cereals is also increasing as in 2009 it reached to the production of 2 219 million tones. Consumer behavior includes the psychological, sociological factors due to which consumers buy or don't buy a product. Consumer behavior is based on the buying behavior of the consumer. In this paper we would analyze the buying behaving of consumers in using cereals and their attitudes and preferences.

Question 1 Characteristics of the consumers

With the growth of in world's markets and adoption of sophisticated marketing techniques, the customers have more choices for where they get their products. This implies more challenges to marketers who now need more information about their customers their behaviors. In this competitive world conceptualization for customer satisfaction, customer loyalty and customer switching gained paramount importance (Allen, Machleit, Kleine, 1992, p. 493). As we have mentioned in the introduction that consumption of cereals is common among those people who are working and they require breakfast which can provide them nutritional benefits. Therefore, couples who work they prefer the use of cereals as it is ready made based food available.

Question 2 Consumer Learning

Marketers are concerned with the way individuals learn about various products. They teach the consumers regarding the potential customer benefits, product attributes and where the products are available. Consumer learning can be defined as a process during which an individual acquires the experience and knowledge regarding the product and implement it in the future.

Question 3 Consumer Attitudes

Consumer buying behaviour is typically influenced by the set of beliefs and the attitude the consumer has regarding the brand and its benefits. Sometimes the positive emotions shown in the advertisement develop positive attitude towards the advertisement and sometimes a positive consumer behaviour regarding the product (Bagozzi, Warshaw, 1990, p. 127). Sometimes the advertisements over exaggerate the benefits and depict the advantage in such an artful manner that it sturdily pressurise the buying behaviour and the intentions regarding the brand. Likeability of the ad results in enhanced purchased intentions and has a brawny impact on the buying behaviour. Sometimes the emotional perspective shown in any ad also influences the purchasing behaviour of the users. The marketers and the advertisers should understand the psychology of the humans depicting their behaviour regarding certain actions. For example consumers are more amenable to food advertising when they are hungry so understanding this behaviour of the consumers likeable ads should be developed, executed and placed on the media in the late afternoon. The factor of culture should not be compromised ...