CONSUMER BEHAVIOUR

Consumer Behavior



Table of Content

Introduction1

Discussion2

Conclusion9

References10

Consumer Behavior

Introduction

Decision making is a process that is closely analyzed in the world of business and management, and consumers who are the major buyers in a household are especially given attention in order for business analysts to learn of their behavior. Through the case study presented to me, I will be examining the approaches towards consumer decision making process as well as pointing out the significance of the consumer behavior itself with relation to traditional approaches and several others. Consumer behavior is a process that is achieved both consciously and emotionally. It is a mental process that has been observed by marketers and then utilized to invent promotional strategies catering to the exact needs of customers at the time.

The speech of parents and children also confirm the domination tastes of parents and the importance they attach to time holiday: reflect the tastes when parents have specific tastes, or in sports or in the cultural field, whether in terms of territory and destination, it is rather their tastes seem to pack all choices (Solomon, 2003).

Consumer decision making process is also procedural, hence it becomes vital for management to understand it if they wish to achieve triumph. The success of several businesses has depended on the marketing strategies and information gathered through extensive examination of consumer behavior. Consumers are believed to go through a particular process before they come to a decision about making a purchase. This sequential process has five steps and is referred to as the Traditional Decision Making process. Marketing a product successfully has depended in the past on determining this sequence as it is believed that if consumers are loyal to a product, or even predictable in their purchasing decisions, there can be an easy way to reach them through the right promotional strategies released at the right time. In this paper, I will be analyzing the aforementioned strategies thoroughly (Robinson, 2008).

Discussion

A traditional decision making process is called that because it has been observed in customers over an extended period of time, for an array of products of different categories. The five stages that a customer with generally go through before decision on the product are need recognition, information search, evaluation of alternatives, purchase and post-purchase evaluation. The first stage usually also includes the process of problem awareness (Murthi, 1999).

The consumer becomes aware of the need of a particular product, and has identified that this need remains unmet through alternatives. It is believed that two styles of need recognition or problem awareness is observed in consumers. The first is that consumers will choose to keep using the present product and keep to the belief that they cannot get the product to function in the way that they require it to. These are referred to in management as being actual state type consumers. The second type are the desired state types and they share the state of need recognition and problem awareness of a product not because of its function, ...