Consumer Behavior Analysis
2.2 Consumer Behavior in Skincare market. 2.2.1 Consumer behavior definition. According to Well & Prensky (2003, p.5). Consumer behavior focuses on the study of consumers as they exchange something of value for a product or service that satisfies their needs Schiffman & Kanuk (2004, p.5) also stated that the study of consumer behavior concerns how individuals make decisions to spend their available resources (time, money, effort) on consumption According to Solomon et al. (2004) The company should study and create the marketing campaign for their target group in the short term. But in the product life cycle, due to the consumer behavior the image, target audience or function of this product can …show more content…
Because, teenagers not only have more spare time but also enjoy shopping more than their parents do. Therefore, they are increasingly given the task of buying products for the family. To gain the teenager’s attention more effectively. Blackwell et al (2001) suggested that advertising campaigns must be honest, have clear messages, and used with humor. Moreover teenagers have the tendency to be inconsistent and are likely to switch brand preference quicker than any other age group, as they have a high need to be accepted by their friends Finally, Bush et al (2004, p. 109) stated that teenagers are “easier targets, because they have grown up in a culture of pure consumerism. Because of this, they are way more tuned into media because there is so much more media to be tuned …show more content…
Simon (in 1947 and 1957) argued that economic decision-making was a vain attempt to be rational. He claimed that a complete analysis was immensely complex. He also said that peoples' information processing ability is limited. Therefore, the assumption of a perfect rational economic actor was unrealistic. And that consumers were influenced by emotional and irrational considerations making the attempts to be rational only partially successful.
2.2.2.1 Stages of purchase decision. The stages of the buyer decision process were firstly proposed by Engel, Blackwell and Kollat in 1968 the main ideas are as follows;
• Problem/Need Recognition - Recognize what the problem or need is and identify the product or type of product which is required. Page text.
• Information Search - The consumers search for the information of products they are interested at.
• Evaluation of Alternatives – This is a stage by which the consumers evaluate the alternatives obtained from information
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