Consumer Behaviour Case Study

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Consumer Behaviour
Definition, Consumer Behaviour theory, factors affecting consumerbehaviour, psychology of marketing, consumer behaviour case study
Consumer behaviour refers to the psychological process that leads to a consumer’s decision to buy a product or service offering. This process involves decisions in terms of what, when, where, how and from which vendor to make the purchase. This is influenced by:
• Psychological factors such as the personal thinking process that includes motivation, personality, perception and the consumer’s attitude, the process of making the decision in marketing, consumer’s interaction with friends, family and peers and making the choice of where to buy from, based on cost, features and product appeal
• Internal
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This theory focuses on the fact that consumption relies on income and that there is a tendency to spend less on goods than the increment in income. This theory is criticized on the grounds that there are many factors influencing consumer behaviour, that do not relate to income
Psychological theories
This believes that people learn from their experience and this will determine how they act in future. This makes sense when seen in conjunction with brand loyalty and repetitive buying. Psychological theories consist of stimulus response theories and cognitive theories.
Stimulus response theory assumes that learning is a result of a person’s response to a stimulus, which is then rewarded with satisfaction for the right response. People tend to remember the most frequent and recently experienced stimuli and respond to it. Advertisements take advantage of this.
The cognitive theory deals with post-buying behaviour and states that stimulation and want are influenced by the consumer’s awareness, beliefs, perception and attitude. It assumes that even after making an informed purchase decision, consumers face anxiety, wondering whether they made the right choice as they compare other alternatives. These buyers need to be reassured by the seller that they took the right
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Since each person is unique, personality varies and plays a role in the buying process.
Psychological Factors
Four psychological factors, namely perception, motivation, learning, attitude and beliefs affect buyer behaviour. Each individual is motivated by a different set of physiological, biological and social needs. While some needs are urgent, some are not. When the need is urgent, it becomes a motive.
Perception involves choosing, organizing and assimilating information for a meaningful experience. Consumers go through three perceptual processes. These are:
• selective attention – where marketers attract the buyer’s attention
• selective distortion – where the buyer interpret the information to suit their beliefs
• selective retention – where marketers try to retain information that supports their beliefs
Beliefs and Attitudes surround a consumer’s view of a product and alsobuild the brand image, thereby affecting their buying behaviour. This triggers a marketer’s interest in them.
By introducing specially tailored campaigns, marketers attempt to change consumers’ attitudes and beliefs.
Consumer behaviour case
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