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What Is The Consumer Behaviour

5 min read

What Is The Consumer Behaviour – Wouldn’t it be great if marketers knew exactly what makes their target audience choose a particular product over others? This information, if correctly analyzed and implemented, can lead to selling anything to anyone.

No matter how manipulative it may seem, creating marketing strategies based on consumer behavior is common practice today. Marketers market their product with the emotions and reasoning ability of the target audience in mind, entrepreneurs present their pitch with in mind what the investor really wants from them, and even the products are built according to what the customer is ready to market. .

What Is The Consumer Behaviour

Consumer behavior is the study of decisions made by individuals, groups and organizations regarding the selection, purchase, use and disposal of goods, services, ideas or experiences to satisfy their needs and desires.

Haptic Sensation And Consumer Behaviour: The Influence Of Tactile Stimulation In Physical And Online Environments

Consumer behavior is the study of how consumers make decisions about what they need, want, and want, and how they buy, use, and dispose of goods.

Consumer behavior is very important to understanding what affects consumers’ purchasing decisions and why it affects them the way they do.

By understanding how consumers decide on a product, marketers can fill the gap in the product market and identify which product is needed and which products are outdated in the market. It also helps marketers decide how to present their products so that they have the greatest possible impact on consumers.

Marketers also need to understand the psychology behind each purchase decision in order to influence it. For example, a consumer may buy a product because it is fashionable, even though it may not be the most useful product. In such a case, the marketer must understand why the consumer makes this choice and present the product in such a way that the consumer is convinced that it is the best possible choice.

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There are many factors that influence consumer behavior. They can be divided into four main categories:

Everyone’s perception of a certain problem is unique, as is the perception of different products. Psychological factors can be influenced by the current situation, perception of needs and problems, ability to process information and individual attitude. Consequently, marketers must focus on how they present their product and what psychological effect it has on consumers.

Personal factors are driven by an individual’s personal choices and preferences, interests, likes and dislikes. Factors that influence personal factors can be age, gender and personal matters.

Social influence is one of the most important driving forces in decision making. Social class, income, living society, individual-run enterprise; workplace etc. can have a major impact on consumer behavior. Influencers and other opinion leaders also play an important role in an individual’s decision-making process. Other factors include religion, race and nationalities.

Handwriting Text Consumer Behaviour. Concept Meaning Decisions That Showing Make To Buy Or Not To Buy A Product Modern Stock Illustration

According to Sigmund Freud’s theory, behavior is driven by subconscious needs. It is controlled by three factors, namely Id, superego and ego.

Behavior is bottom-up and depends on the lowest unsatisfied needs. The hierarchy pyramid designed by Maslow is shown below:

Frederick Herzberg said that behavior is driven by two factors that go hand in hand. This includes motivation and hygiene. Hygiene can be expressed as dissatisfaction and motivation can be conveyed as satisfaction. Consumer behavior is beneficial when satisfaction is highest and dissatisfaction is minimal.

There are four types of consumer behavior, classified according to how much they participated in the purchase. These are:

Reference Group And Consumer Behaviour

Complex buying behavior occurs when the consumer is highly involved in the purchase (usually of expensive products) and perceives significant differences between brands. They do extensive research to find the best option before making a decision. For example, when buying a car, consumers read reviews, compare prices and test drive several vehicles before deciding on one.

This behavior is due to high costs, infrequent events, perceived risks and large brand differences. Cars, homes and electronics are all examples of products that can trigger complex buying behavior in consumers.

Dissonance-reducing purchase behavior occurs when the consumer is highly involved in the purchase and perceives few differences between brands. To reduce cognitive dissonance (a feeling of discomfort caused by two conflicting beliefs), they justify their purchase by looking for reasons to support their decision.

This type of consumer is likely to be an expert on the product and has done extensive research before making a purchase. For example, they may read multiple reviews, compare prices and features, and talk to friends or family who have purchased the same product before making a decision.

Factors That Influence Consumers’ Buying Behaviour

An example of such a purchase would be a play chair. Although several brands offer almost similar products, the discerning customer still compares and contrasts before making a decision. They consider the reputation of the brand, materials used, reviews, price and features before making a final choice.

This type of customer is the hardest to please because they know exactly what they want and are not willing to compromise. They will also most likely be satisfied with their purchase because they put so much thought into it.

Frequent buyers are those who buy products out of habit or routine. They usually do not think much about their decision and often buy the same brand or product. For example, someone who always buys Coca Cola is a frequent buyer.

Habitual purchasing behavior is often influenced by convenience, price and availability. Frequent buyers are also the most loyal to a brand or product and are unlikely to switch because they don’t put much thought into their purchase.

What Is Consumer Behaviour? [detailed Guide]

Diverse buying behavior is when consumers buy different products or brands according to their mood or occasion. They are more likely to switch brands and try new products. This usually happens when switching costs are low. This type of behavior is often seen in convenience products such as toiletries and cleaning products.

Friends, family, and peer groups strongly influence customers who engage in variety-seeking shopping behavior. They are also influenced by marketing messages that focus on the product’s benefits or features.

Perception is the process by which we select, interpret and organize information to create a meaningful logical sequence. Perception can depend on the stimuli we receive, how we respond to them and the conditions of our environment when we receive the stimuli.

Now every marketer seeks to maximize their profit through perception. This is an essential topic of consumer behavior because the perception of a product is a make it or break it offer for the life cycle of a certain product.

Consumer Theory: Definition, Meaning, Objective, And Example

Selective attention is when you select certain inputs/stimuli and choose to ignore others in a group of stimuli. Basically, in simpler terms, not all information reaches you and connects you. You see the information you touch.

Selective retention is when you remember the parts of stimuli that support your personal feelings and beliefs and forget the parts that don’t. In simpler terms, you remember information that relates to you on a psychological level.

Selective distortion is when you distort inconsistent information to fit your personal beliefs and feelings. When given ambiguous input, you sometimes want to change the information to fit existing values ​​and beliefs. So there are chances that subtle marketing tactics can backfire and thus most marketing strategies are highly targeted.

Subliminal perception is when subliminal messages affect you without having an immediate role in the given information. A basic example is: how deodorants use lifestyle marketing to subconsciously associate fragrance with a better life. Subliminal perception is basically how unconsciously you associate with a certain product due to a stimulus that is not directly presented.

Customer Behaviour Analysis

Now consumer behavior finally comes down to this stage. How a consumer decides which product to buy. It is based on the steps each consumer takes:

When the consumer notices that he has problems with the existing products, he has to exchange or buy a new product because his requirements require the purchase. He starts the chain.

The consumer is looking for possible replacement products or products that perfectly suit his needs. Sources of information are usually personal (based on personal research), public (based on public opinion), commercial (information entered by the seller), experiential (previously used product).

Based on consumer research, they decide which products are selected for the shortlist. And which of the contestants will be eliminated. The two basic models to choose from are:

The Importance Of Consumer Behavior In Marketing

For example: If you buy a mobile phone and choose a model with a good processor, RAM, camera and screen. This is a subjunctive choice.

But if you need a really good camera and choose a model with an exceptional camera but a worse processor, it’s a lexicographic choice.

As this suggests, at this stage the consumer makes a purchase decision after considering all the pros and cons of the product.

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Consumer Behaviour Abstract Concept Vector Illustration. Stock Vector

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