CONSUMER BEHAVIOR

Consumer Behavior

Consumer Behavior

Introduction

Consumer behavior is the study of consumer behavior that shows the search, purchase, use, evaluation and disposition of products and services that we believe will meet the needs of the customer. Consumer behavior as a discipline of marketing has existed since the 60's and focuses on how individuals make decisions to spend their resources (time, money and effort) on consumption-related items. In this paper, we will discuss consumer behavior in detail by considering examples of different people, with different buying behaviors.

Discussion

I interviewed three of my friends and ask them few questions about their recent purchasing behavior. One of them bought Citizen Watch a year back. He associated elegance with the citizen watch. The celebrity endorsement was also one factor leading to his purchase of Citizen Wrist watch. My other friend explained that he like to take Energy Drinks rather than traditional drinks. He associates Energy and live with Energy Drink. He usually takes Sting as the Energy Drink. When I asked the same question to my last friend, he replied that he bought CIVIV car two years back, because he was impressed with his friend's car and he strongly influenced his buying behavior (Schiffman , L, G and Kanuk, L, 2004).

The answers and explanation of three friends gave important insights about the Consumer Behavior on buying decisions. Characteristic of the action and reaction of a consumer facing a particular situation, according to a particular physical and psychological environment, the behavior can be influenced by many stimuli (product type, attitude and degree of involvement consumer's purchase situation, influencers and opinion leaders, fad), often vary from one individual to another. It expresses what people do, as opposed to what they say or even say they do. Stimulating the demand exceeds the naive idea of ??needs in the strict ...