Understanding consumer buying behaviour is a fundamental concept in the marketing of goods and services. As it is constantly evolving, creating challenges for practitioners in the field on international marketing and consumer behaviour (Josiannen and Harzing 2008), it is imperative for owners, manufactures, as well as service providers to understand why consumers select one product over another. Similarly, it provides them with a competitive advantage over its competitors in several areas (Kotler and Keller 2011). The decision-making process begins in the mind of the consumers. As such, what consumers buy, when, where, why and how much depends on a number of factors such as perception, culture, social interaction, personal and psychological
The study of the concept of consumer behaviour is complex and requires the analysis of factors internal and external to the individual. The concept of consumer behaviour thus nurtures the contribution of different areas of knowledge that explain and understand the behaviour of consumers throughout the purchasing process and decision-making, in order to generate marketing strategies that favour decisions companies (Belk,
In addition, marketers doing improvement by improving the product feature to differentiate firm brands because consumers are not desire to any brands. So, marketers always use price and sales activities to promote buying for low-involvement consumer’s product. For example, Darlie toothpaste offers super white, expert white and
Companies can make sound marketing decisions based on their knowledge about consumer requirements and perception. A sound understanding of consumer perception is critical to influence consumers and that is the difference between favorable or unfavorable product image. A study on consumer perception helps to understand the behavior of the customer by indicating consumer expectations. Consumer perception is also important to understand the factors that influence product loyalty. Through perception study a company finds possible ways to promote its products through effective fulfilment of customer
CONSUMER BEHAVIOR AND CONSUMER PERCEPTION 17.1. Consumer behavior Consumer behavior as the behavior that consumer display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs. Consumer behaviour focuses on how individual consumer and families or households make decisions to spend their available
Personal Factor Consumer behaviour deals with as to why and why not an individual purchases particular products and services. Personal Factors play an important role in affecting consumer buying behavior. Age of a person is one of the important personal factors influencing buyer behavior. People buy different products at their different stages of cycle. Moreover, life styles and buying considerations and decisions differ widely according to the nature of the occupation.
Consumer Buying Behavior There are four types of consumer buying behavior namely, complex buying behavior, habitual buying behavior, dissonance-reducing buying behavior and variety seeking behavior. According to Solomon (1995), consumer buying behavior is the individuals and groups of people go through the process of choosing, buying and using of products or services in order to fulfill their needs and wants. Basically, the types of consumer buying behavior based on the level or degree of the consumers involvement and the differences among the brands. High involvement Low involvement Significant differences between brands Few differences between brands
Consumer is induced significantly if he is looking for the quality and prices of the products. Purchase attitude can also be build up by product evaluation and brand recognition (Rai, 2013). Consumers in all over the world are attracted towards the brand and products which are emotionally attached with their behaviors. Studies found that emotional attachments put a huge influence on the customers and their buying behavior as people tend to associate themselves with the
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.
Internal Factors include: Perception Perception is the process of filtering information to produce meaning and make sense out of it. It’s important to note, however, that while this becomes our reality, it isn’t necessarily an accurate reflection of what’s real. During the average 30 minute shopping trip, consumers are exposed to 20,000 different products, most of which they have no direct knowledge of. Instead, they interpret the information and form opinions based on the knowledge they have retained from previous experiences with similar products. Knowledge Buying behaviour in consumers can have a drastic change once they have information on a product, this changes their first reaction towards the product they see and are familiar with due to what they’ve heard or read about the product.