This paper is based on the study of various factors which influence the habitual buying behavior of consumers while buying branded apparels. Habitual behavior represents the repeat purchases made by the customers, based on habits or routines that are developed in order to simplify the decision-making process. The paper considers the influence of various marketing and demographic factors on consumer’s habitual behavior towards branded Sports apparels. A conceptual model is proposed, and factor analysis, along with chi-square, t-test, multiple regressions, etc. is used to analyze the data taken on a random basis. The study tries to reflect the influence of various marketing factors such as brand awareness, quality, price, durability,
There is a close relationship between consumers and marketing. A clear understanding of consumer behavior can make people have a greater appreciation of the complexity of decision facing consumers. Also it help to provide a better understanding of our own motives and decision processes as a consumers and a sounder choice of products, services, brands and stores(Walters. C, 1989). Better understanding of consumer result in an efficient marketing strategies. The factors that influence consumer decision in fashion clothing can be mainly divided into three variables: Demographic, Psychographic and Socio-Cultural Influences.
– How influences on consumers have been taken into account in the recommended marketing strategies.
Lot of things depends on personal factors of consumer, personal factors include age, life cycle stage, occupation, personality, wealth, values, lifestyle, self-concept etc. These all comes under personal factors which influence the decision of buyer. For example a young boy would like to buy a trendy bike where as a middle age man would go for car.
The motivation behind purchasing decisions made by businesses and consumers differ significantly. When organization purchase equipment, they plan to utilize them in ways that will help the business attain the set goals and objectives. The purchased items are strategically sought after as they play a major part in helping the organization generate value in ways that will help cover the costs incurred and increase the overall profit. On the other hand, the consumers buy products depending on their need and wants. In other word, the goods consumers purchase can be used as necessities for survival for instance food items; or sometimes they can be bought for luxury or entertainment. In the world we live in now the consumers have a lot of choices of different products and brands to buy from. Factors such as psychological, social and sometimes personal, generally influence the customers decision on how they select the products as well as what brand to
In this task, a scenario of a food company “Planet Preserve” is given to design new strategy for the success of the business. In this I am working as a Client Manager for Planet Preserve
Consumer is one who consumes the goods & services product. The aim of marketing is to meet and satisfy the Consumer needs and wants. The modern marketing concept makes customers the centre stage of organisation efforts. The focus, within the marketing concepts is to reach target and largest customer’s sets ball rolling for analysing each of the conditions of the target market1.
Consumer behaviour is defined as the behaviour that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their immediate or future needs. Consumer behaviour focuses on how individuals make decisions to spend their available resources, be it time, money and effort, on consumption related items. This includes what they buy, when they buy it, where they buy it, how often they buy it, how often they use it, how they evaluate their purchase, and how those evaluations impact future purchases. It defines two types of consumers: the personal consumer and the organisational consumer. The personal consumer buys goods and services for
At the start of this course, I had no idea what to expect. This is due to the fact that marketing is a field that offers a combination of so many different disciplines such as art, psychology, and statistics. I encounter marketing on a daily basis but have strangely enough not reflected too much about it. Nevertheless, it is a very interesting subject, which deals with promoting and selling services and products. This is done through creating profitable and maintainable relationships with customers. The course has taught me that companies have a responsibility in understanding the marketplace and customer needs. If companies are unsuccessful at doing this, there is a great probability that they will fail at making profits. Marketing helps companies maintain their competiveness.
over the world. The test has proven to be an effective tool to determine best activities and job
Brewster, Sparrow and Vernon (2007) explain about Factors that affect buying behavior and vary from person to person, age to age, and area to area. Every society follows its own norms, culture and values. At different stages of life our preferences change because of our age, needs, lifestyle, earning and psychological factors. These factors can be Internal (memory and way of thinking) or External (media, word of mouth, publicity and feedback).
Consumer behavior is considered to be a major aspect of marketing, possessing many definitions and models developed by various authors throughout the years that contribute to fully understanding this notion. As a broad definition, most marketers recognize consumer behavior as “an ongoing process, not merely what happens at the moment a consumer hands over money or a credit card and in turn receives a good or service. (Solomon, 2012)”. Therefore three different phases involved in the consumer behavior process should be analyzed: pre-consumption, consumption and post consumption.