Essay on Consumer Behaviour

📌Category: Business, Marketing
📌Words: 1333
📌Pages: 5
📌Published: 14 June 2021

Consumer behaviour is a psychological part of an individual which makes the difference in purchasing any goods, services and anything else. The behaviour of any consumer depends on many factors which are very important for any marketing management team in any business or any organization which deals in directly to consumers.  The  study of consumer behaviour involves search, evaluation,  purchase, consumption and post purchase behaviour of the consumers and includes the disposal of purchased products keeping environment and personal characteristics in mind. It is the body of knowledge which studies various aspects of purchase and consumption of products and services by individual.
‑Factors affecting consumer behavior:
The consumer faces many influences that control his final behavior and direct him towards the purchase and use of a particular good or service, and these influences differ according to the individual consumer in terms of his nature, his cultural and social background, and the nature of the market he deals with, and these influences are divided into external and internal:
‑Internal influences
The internal influences relate to the consumer person, specifically the psychological aspect and the need that controls the direction of his behavior and pushes him to consume in order to satisfy his desires and needs. The components of the psychological aspect are:
Motives : and it′s an influencing component of an individual's ultimate consumer behavior because it directs and controls his behavior, with the aim of achieving a specific goal. These motives may be innate that have existed since a person was created, and are related to his physiological needs such as his need for water, food, air, and shelter, or motives acquired from the surrounding environment and daily experiences. When the individual feels the impulse, the motive is called an emotional motive "such as his desire to travel” but if he is unable to determine the motive behind his work, then it is called an unconscious motive. The motives are either positive that the individual desires to do, or negative ones that prevent the individual from doing something like fear of boarding a plane, and because the individual’s income in general is limited in exchange for his unending purchasing needs, he must arrange his motives into primary, selective and transactional purchase motives. Likewise, emotion and reason control the purchasing motives of the individual and thus determine the individual's need for the commodity.
Needs : and it has great importance in institutions that believe in the concept of modern marketing, as it is the starting point through which the consumer needs are identified and on the basis of which goods and services are produced to satisfy the desires of the individual. Needs are also known as a feeling of lack of something, and thus they contribute to directing behavior to fill this deficiency. There are several theories that explain human needs, including Maslow's theory, which includes arranging the needs of the individual in a hierarchical manner, because it is hierarchically important, and the individual's satisfaction of these needs begins with the task from it and then moves to the least important and so on, and the individual's needs are characterized as constantly changing, where a new need appears the more a one is being satisfied.
Personality : is the groups of traits in the individual that distinguish him and determine his behavior and the way he interacts with everything in his environment, and there are several theories that have talked about personality, including psychoanalytic theories that view personality as a mixture of biological and sexual needs, and these needs are what control the behavior of the individual. This theory divides the personality of the individual into the ego, which is the instincts and needs of the individual, the self, which is the conscience that controls the behavior of the individual, and the superego, which are the convictions in which the individual believes and is assumed to coincide with the values ​​of society appropriate for ads.
Perception : that a person’s actions are based on what he perceives, and this applies to the consumption process. Consumer’s behavior is related to the image that he creates about the product offered to him. Accordingly, the purchasing decisions consist of three perceptual processes: the consumer's interpretation of the information, and the evaluation of the product based on the information in order to be able to choose between several Products, and mentioning some information about other products or the same product and using it to help him in the selection process. It is worth noting that the cognitive process goes through several steps, namely:
Individual reception of stimuli through his five senses.
Understand the stimuli that the individual thinks are important to him.
The consumer's understanding of the surrounding environment, and his awareness of different situations and circumstances.
There are factors that affect the perception process, including what is related to the thing that was perceived, i.e. the stimulus itself, such as its size, color, location and manner of presentation, or factors related to the environment, and the last factor is related to the qualities and characteristics of the consumer such as his needs, income level, and mood.
Trends which are the individual's willingness to act in some way towards a thing, idea, or situation, and it comes as a result of experiences and experiences that the individual is exposed to, and it is not inherited, and the individual needs to have information about the thing or situation to be towards it, and these trends grow with the growth of the individual and the increase of his experiences, Its knowledge lies through the behavior of the individual, and it also differs between people. Trends : have four functions in the field of marketing, which are: the fulfillment of needs function, which helps the consumer to form positive or negative trends towards the commodity, and the function of expressing values ​​such as that the individual has positive attitudes towards commodities. Patriotism, which is expressed in terms of loyalty to national products, and a knowledge function that helps acquire information about the product.
External influences:
External influences include:
The family and it has a great influence on the individual because the person learns from a young age how to behave as a conscious consumer through his acquisition of skills, values and attitudes from the surroundings of his family, and since the family plays an important role in the consumer process and influences the purchasing behavior of its members, and controls the purchasing decisions, whether through the father or the mother so those interested in marketing operations must design ads to fit this role.
Social class : is defined as a group of people belonging to a certain level and lifestyle based on income, profession, wealth and power. Social classes are used as a criterion for dividing the market, and marketing people use them to prepare marketing strategies.
Reference groups : are the individuals who influence the individual’s consumption of the commodity and influence his final judgment. The most influential of these groups are the family, friends and co-workers.
Opinion leaders : are the people who are used as a means of persuading the consumer of the commodity, as they have a high knowledge of the commodity, they are innovative, they like to experiment with the new, they have the ability to form relationships, they prefer the public interest and the service of the public over themselves.
Culture : is a behavior that an individual acquires from his social environment, which determines his consumption and behavioral patterns, and when workers in the marketing field define the cultural background of a particular society in all its layers, they can determine the promotional methods of goods, and the quality of the product that they offer to the consumer in a manner that fits with their culture and customs and is not rejected.
Finally the study of consumer behavior is one of the things that workers in the field of marketing care about, as it enables them to prepare their marketing programs, design their successful advertisements and competition, and pushes them to develop or change the commodity to suit the desires and needs of the consumer, and to determine the appropriate prices for the product based on the social classes of the consumer, and it pays them to develop different marketing strategies whose goal is to influence the customer and motivate him to buy the product, and to understand consumer behavior so that those involved in the marketing operations can keep the customer in a competitive environment.

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