Currently, the behaviour of consumers is changing more frequently than it was decades ago. What used to be “in” yesterday is “out” today. Identifying and understanding the subcon-scious triggers that are accountable for particular customer actions and reactions is a key fac-tor for enterprises when establishing efficient solutions. Being unaware to customer behaviour is not feasible. There are various influences on human behaviour. The decision-making proc-ess is affected by cultural and social factors, for example through the individual’s family and friends. The childhood and the human’s development has a crucial impact on personal deci-sion making process. Furthermore, it is affected by individual characteristics, e.g. age and lifestyle, as well as psychological factors, e.g. motivation, beliefs and attitudes.
Examining complex relations of a variety of aspects, present at diverse stages, from arousal to decision, as well as from purchase to post-purchase experiences is vital in order to understand purchasing behaviour.
For that reason, this essay intends to give a general overview on consumer behaviour and to point out the development and changes of consumer attitude over time. Concerning this matter, the consumer behaviour process with its general main stages will be discussed at first. As major power of influence within the purchasing process the environmental and personal fac-tors as well as the marketing mix will be highlighted especially. For clarifying the importance of further discussed theoretical models as well as illustrating its ubiquity an practical example of a day-to-day purchasing decision will be discussed. As a rounding up for the reader a conclusion will follow.
Table of Contents
- Introduction
- Consumer Behaviour Process
- Marketing Mix
- Individual Factors and Environmental Factors
- Environmental Factors
- Individual Factors
- Application of Consumer Behaviour Process
- Conclusion
- References
Objectives and Key Themes
This essay aims to provide a general overview of consumer behavior, highlighting the development and changes in consumer attitudes over time. It explores the consumer behavior process, emphasizing the influence of environmental and personal factors, as well as the marketing mix. A practical example illustrates the importance of theoretical models.
- The Consumer Behavior Process
- Influence of Environmental and Individual Factors
- The Role of the Marketing Mix
- Changes in Consumer Attitudes Over Time
- Application of Consumer Behavior Models
Chapter Summaries
Introduction: This introductory chapter sets the stage by highlighting the dynamic nature of modern consumer behavior and its significance for businesses. It emphasizes the need for understanding the subconscious triggers behind consumer actions and reactions. The chapter introduces the various influences on human behavior, including cultural, social, individual, and psychological factors, setting the context for a deeper exploration of the consumer decision-making process. It also outlines the essay's structure, promising a discussion of the consumer behavior process, environmental and personal factors, the marketing mix, and a practical example to clarify the discussed theoretical models.
Consumer Behaviour Process: This chapter delves into the core concept of the consumer behavior process, defining it as the study of individuals, groups, or organizations obtaining, using, and disposing of products and services, encompassing the preceding and following decision processes. The chapter introduces a model illustrating the interaction between individual factors (personal and psychological), environmental factors (cultural and social), and the marketing mix in shaping consumer evaluation of stimuli. It highlights the complexities involved, emphasizing that even a positive decision doesn't guarantee a purchase. The chapter uses a diagram to visually represent the process, emphasizing the cyclical and interactive nature of decision making.
Marketing Mix: This section focuses on the marketing mix—the 4Ps (Product, Price, Place, Promotion)—as a set of tools used by companies to achieve their marketing objectives. It introduces the contrasting 4Cs (Customer needs and wants, Cost to the customer, Convenience, Communication) from the consumer's perspective. The importance of aligning these 4Cs with the 4Ps for a company's survival and success is underscored. This chapter shows the business perspective of influencing the consumer behavior process.
Individual Factors and Environmental Factors: This chapter examines the various influences on the consumer behavior process, distinguishing between those controllable and uncontrollable by marketers. It emphasizes the significance of perception and how the optimal formulation of marketing messages can influence consumer decisions. Kotler's model of factors influencing behavior is introduced, which includes cultural, social, personal, and psychological factors. The discussion highlights the importance of understanding cultural background, subcultures, and social class in shaping consumer needs and behaviors.
Keywords
Consumer behavior, marketing mix, environmental factors, individual factors, decision-making process, cultural influences, social influences, psychological influences, attitudes, perception, consumer attitudes.
Consumer Behavior: A Comprehensive Language Preview - FAQ
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This document provides a comprehensive overview of consumer behavior, including its key themes, chapter summaries, and keywords. It serves as a preview of a larger text, offering a structured and professional analysis of consumer behavior for academic use.
What topics are covered in the document?
The document covers the consumer behavior process, focusing on the interplay between individual and environmental factors, and the role of the marketing mix. It also explores how consumer attitudes change over time and the application of consumer behavior models. Specific elements discussed include: the consumer decision-making process, cultural and social influences, psychological factors influencing purchasing decisions, and the 4Ps (Product, Price, Place, Promotion) and 4Cs (Customer needs and wants, Cost to the customer, Convenience, Communication) of marketing.
What is the structure of the document?
The document is structured with an introduction, followed by sections detailing the consumer behavior process, the marketing mix, individual and environmental factors influencing consumer behavior, a conclusion, and a list of references (not included in this preview) and keywords. Each section provides a summary of its key concepts and findings.
What are the key themes explored?
The key themes include the consumer behavior process itself, the influence of both environmental (cultural and social) and individual (personal and psychological) factors on purchasing decisions, the role of the marketing mix in shaping consumer behavior, changes in consumer attitudes over time, and applications of consumer behavior models in practical scenarios.
What is the consumer behavior process?
The consumer behavior process is defined as the study of how individuals, groups, or organizations acquire, utilize, and dispose of products and services. The document highlights the cyclical and interactive nature of this process, showing how various factors influence consumer evaluation and eventual purchase decisions. It's not simply a linear process; consumer behavior is dynamic and influenced by internal and external forces.
How does the marketing mix influence consumer behavior?
The marketing mix (4Ps: Product, Price, Place, Promotion) provides companies with tools to achieve their marketing objectives. The document also introduces the 4Cs (Customer needs and wants, Cost to the customer, Convenience, Communication) from the consumer's perspective, emphasizing the importance of aligning the 4Ps with the 4Cs for success.
What are individual and environmental factors influencing consumer behavior?
The document categorizes influences on consumer behavior into individual factors (personal characteristics and psychological processes) and environmental factors (cultural, social, and economic contexts). It highlights the importance of understanding perception and how marketers can effectively tailor messages to influence consumer choices. Models like Kotler's model of factors influencing behavior are referenced to provide a structured understanding of these influences.
What are the key takeaways from this preview?
Understanding consumer behavior requires a holistic approach, considering both internal (individual) and external (environmental) factors. The marketing mix plays a crucial role, but its effectiveness depends on aligning it with consumer needs and preferences. The document stresses the dynamic and complex nature of consumer decision-making and the importance of analyzing consumer attitudes and perceptions.
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The full text is not included in this preview; this document serves as an overview of the content and its structure. Further details on obtaining the complete text would need to be sought from the publishing company.
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Keywords include: Consumer behavior, marketing mix, environmental factors, individual factors, decision-making process, cultural influences, social influences, psychological influences, attitudes, perception, and consumer attitudes.
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- Olga Sokolowski (Author), 2011, Influences and Attitudes within Consumer Behaviour Process, Munich, GRIN Verlag, https://www.grin.com/document/176466
