CONSUMER BEHAVIOR

Consumer Behavior

Consumer Behaviour

Introduction

Consumer behaviour is includes the intentions, attitudes, actions and decisions of individuals as in the marketplace everyday. The study of consumer behavior is set in in a host of domains in behavioural and social sciences, such as psychology, anthropology, and sociology and history economics with reflection on, marketing, social psychology and management. As predicting and explaining consumer behaviour can be very demanding, it becomes more so for marketers doing business globally compared with regionally or nationally (Serenko, 2010, 115-165) this is because implementing and planning helps to necessitate a deep perception of consumer motivations and expectations along with many, affective, cognitive and behavioural dimensions. This differs significantly from corner to corner boundaries, given that consumer behaviour is subject to cultural, economic and societal influences. It helps to identify the degree of consumer thoughtfulness in decision processes it is also crucial for competent and valuable marketing as well as communication efforts concerned with international operations.

A clear view of consumer behaviour can be seen as how it is set in capitalism, and consumption and marketing ideologies. Such view is influenced by scholars as Theodor Adorno marketing in 1944 whose study expanded over time through anthropologists, economists, historians, consumer psychologists and consumer behaviourists. Consumer research studies heavily rely on ideologies of consumption which serve as a background opinion these studies proceed to investigate its implications and collieries.

American Marketing Association is one of the largest skilled marketing associations in North American individuals and organizations involved in practice, teaching, and also study of marketing worldwide it describes consumer behaviour as a result of two main components which are psychology and marketing. The present consumer behaviour is a vibrant interaction of cognition and affect and environmental events by which people conduct their trading businesses (Philip, 2010, 293-307). According to this point of view, social psychology also explains motivations, attitudes and actions such as cognitive psychology and reference group influences. These are the two main disciplines that are discussed in the AMA study of consumer behaviour.

Efficient and systemic studies of consumer behaviour emerged with the increase in communication, mass production and sales in large organizations. Marketing research and Advertising started in Europe and North America with the objective of basically investigating how to market goods to consumers it was attached to financial studies of the consumer as a jingle individual having inborn needs which are to be met by goods and services produced other than marketing and social influences. Furthermore, motivation research came forth which involved the use of analytic methods of investigation such as, focus groups and projective techniques. It started stabbing into the emotional aspects of consumer attitudes and acts. This path was psychology concurrent and it was undertaken in academic research as well as business world.

The subconscious consumer perceptions and actions as such came to be considered by some as dishonourable and calculating, which on the other hand led to the decline of the use of motivational research. In the beginning of the 1960s, scientific experimentation was vast spread where studies of ...