Consumer Buying Behaviour: Implications of Consumer Attitudes for Marketers in the Context of UK Food Retail Sector

Word Count: 3006
Consumers are the center of every business’s attention. It is essential for every marketer to know about the needs and wants of the consumers. To know that, it is necessary to know how consumers make decisions regarding the purchase of products and services. The following essay throws light on consumer behaviour and its implications for marketers in the context of the UK food retail sector. Consumer buying behaviour is a process through which the consumers make decisions regarding how they spend their resources on items they need or want. These resources include time, money and effort (Sharma, 2006). Solomon (2010) is of the view that consumer buying behaviour is a process which the consumers go through when evaluating, purchasing and disposing of goods and services. According to Johan, Johan and Anneki (2007:38):
“Consumer behaviour comprises the behaviour patterns of decision units (individuals as well as families) which precede, determine and follow on the decision-making process for the acquisition of need –satisfying products, ideas and services”
The future behaviour of the consumers can be predicted by analyzing their current buying and consumption patterns (Kotler, 2008). The study of consumer behaviour not only takes internal factors into account but also the external factors which are responsible for influencing consumers’ decision to buy products or services. The consumer buying behaviour focuses on every activity and influence that occurs before, during and after the purchase of a product or service. Therefore, it not only takes the seller and buyer into account, but also focuses on other factors which influence the decision-making process and behaviour (Johan, Johan and Anneki, 2007). These