CONSUMER BEHAVIOUR

Consumer Behaviour



Consumer Behaviour

Introduction

The main purpose of this paper is to select a non-profit organization in UK, and make an analysis on how a specific consumer behavioural theory or model can help in understanding consumer's actions. The non-profit organization chosen in this paper is Angelbear, which is a small level organization that works for providing the hand-knitted bears to poor and sick children in hospital wards. The company provides these facilities throughout the UK. The main location of the organization is in Boston, and it started in 2009. The founder of Angelbear is Founder and Executive Trustee Melanie Smith who is a former nurse. Melanie is the only founder and owner of Angelbear, apart from her there are some volunteers that work for help in fund raising organization, website management and increasing awareness to the public. The main aim of the company is to provide aid to each and every sick and poor child in every UK hospital.

Discussion

The customer buying behaviour can be defined as the decision process that customer go through to buy a product. It is said that the customer's purchasing behaviour mainly depends on different factors like the historical, cultural and political processes. The historical processes affect the buying behaviour in such a way that a person's history affects his beliefs and norms very much (Amir, 2005, p. 53). It is the person's historical and family background and traditions that affect the buying behaviour of a person.

Develop a critical appreciation of current consumer behaviour concepts

Consumer behaviour knowledge is a vital part for an effective development of market strategy, which is an essential requirement for any business entity to sustain their position in the market and grow. The existing literature and theories of consumer buying behaviour has always been concentrating the choice behaviour of consumer, specifically the choice of brand behaviour. Very little attention has been given to the spending of consumers and their selection criteria for the supermarkets as a distinctive field of research, if empirical and theoretical researches are compared. It is the suggestion by the researchers many times, that consumers are now focusing more over the strategies of shopping in comparison to the strategies of brand in order to resolve the problems of consumption. E.g. a few consumers save energy and time by shopping bulk quantity of different products simultaneously. The process for the choice of store comes first and then the consumers decide which of the brand they should buy. A research has been conducted which has its focus on a survey of 900 respondents from Cambridge who are from different ethnic and social backgrounds also use supermarkets for the grocery or monthly purchase of unusual items (Sinar, 2006, p. 83). The results and findings extracted from this survey highlighted very interesting outline of the behaviour of shopping and habits too, which will be extremely beneficial for the marketer to shape their future strategies.

Compared with the empirical and theoretical work on brand choice behaviour, the behaviour of sponsorship shop as a separate field ...