THE IDENTIFICATION: According to Levy, the consumer behaviour toward purchasing products is regarded as being affected by the different symbols, images, and messages encountered by them (Levy 1959). The consumer behaviour to a larger extent is affected by the brand or product image affecting his self-concept, and is influenced by displays, and advertisements and if aligned with the self-concept, they are more likely to purchase the product. By purchasing specific products, some consumers want to enhance their self-concepts related to those specific brands or products. It also includes the kind of special feelings when owning a particular brand or product, (for example, specific brands of cars, bikes, shoes, laptops and likewise) or the purchase and use of specific brands might be the way for some consumers to express their personal thoughts and feelings.
THEORY AND MODEL Philip Kotler (1995) has developed model of consumer decision making process which is widely used to understanding customers purchasing decision. Kotler (1995) stated that a purchasing decision is determined by the customer’s personal characteristic and evaluation process, along with the external stimulation environment. The detail of theories will be state in the sequel: By theory of Kotler (1995), external stimulation can be divided in two groups. 1. Marketing stimulation which is linked to marketing mix (Price, Place, Product, and Promotion).
Kozinets (1999) argued that the influence of information by society greatly affects consumers buying decision processes and product evaluations. He asserted that social media provides a new channel to acquire product information through peer communication.
The new communications paradigm, on the other hand, requires several important changes in management’s attitudes and assumptions about IMC strategy formulation. First, marketing managers must accept the reality that a vast amount of information about their products and services is being communicated by individual consumers to other consumers via social media forums. Second, consumers are responding to thisinformation in ways that directly influence all aspects of consumer behavior, from information 360 W.G. Mangold, D.J. Faulds Figure 1.
This perception is influenced by consumer opinion. So to increase brand perception a company should know what their consumer opinions are. What consumer expect from brands Meaning of brand Seth Godin defines a brand as a set of “expectation, memories, stories and relationship which when combined help out to take decision which choosing a particular company, product and services. It is just a mental creation which made consumer to understant to choose one company over other. Back to brand perception.
The variables used for segmentation by demographics will help find segment the population into a specific customer segment. Psychographic segmentation Psychological segmentation is the use of people's way of life, activities, interests, Values, Attitudes, Lifestyles and opinions for define a market segment. Psychological segmentation is similar to divide behavioral segmentation , But psychological segmentation also uses the psychological nature of consumer buying behavior. These psychologies may be the lifestyle of consumers in their social status and his AIO(Activities interests opinions). AIO or Activities Interests Opinions is one of the methods of conducting psychological segmentation.
It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general”. Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Research has shown that consumer behaviour is difficult to predict, even for experts in the field. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship with management and
According to his Study brand image is significantly and positively related to the purchase intention. This study will show the purchase behavior of the customers that how general public attract to make purchase of the branded product in FMCG Industry and also disclose the important attributes which are quite necessary to capture the purchase intention of the customers. This research helps to categorize that among these aspects which factors have significant effect on the purchase intention of the customers. Present research also explains the customer satisfaction and Purchase intentions towards Product quality and their relationship among each other. In this incredible world where penetration in the market in the presence of competitors is very difficult and demanding, it is very much important to determine the exact features which the consumer wants.
Literature review Consumer Behaviour The American Marketing Association defines consumer behavior as the dynamic interaction of affect and cognition, behaviour, and the environment by which human beings conduct the exchange aspects of their lives (American Marketing Association 2015). Furthermore, consumer behaviour is not only about buying products, it also includes the study of how possession of products affects our lives and how it influences the way we feel about ourselves and about each other (Solomon, Bamossy and Askegaard 2013). Consumer behaviour can also be referred to as the study of the acquisition, consumption, use, and even disposal of products, services, experiences, or ideas, by consumers. Under greater consideration consumer behavior can be defined as the study of how and when individuals, groups and organizations select, purchase, use and even dispose of products, services, experiences or ideas to satisfy their needs. It also involves the study of reasoning behind consumption choices.
Semiotic positions meaning at the nucleus of consumer behavior and involves the study with multiple perspectives. “Advertising is a cultural document, a way of presenting and apprehending the world"-(Sherry 1985, p.1) thus, a semiotic consumer research helps to understand and map consumer behavior and psychology which at the end helps for a better communication. Semiotic consumer research is an integral part of the process of designing a communication. It helps to study- • Consumption Pattern- The reason, why a consumer gets attracted to a particular. What symbolic that grabs his attention and leads to his consumption.