...Introduction Decision making process The thought process of selecting a logical choice from the available options. When trying to make a good decision, a person must weigh the positives and negatives of each option, and consider all the alternatives. For effective decision making, a person must be able to forecast the outcome of each option as well, and based on all these items, determine which option is the best for that particular situation.(Williamson 1995) Social factors and personal factors The facts and experiences that influence individuals' personality, attitudes and lifestyle. The marketing department of a business needs to take into account the various social factors characteristic of the consumer groups it is targeting to help increase a product's appeal to those potential buyers. (Siotis, J. 1999) Consumer behavior is defined as “all psychological, social & physical behavior of potential customers as they become aware of, evaluate, purchase, consume, & tell others about product & services. Consumer behavior is an attempt to understand & predict human actions in the buying role. It has assumed growing importance under market-oriented or customer oriented marketing planning & management. Background of the company The food company which I have chosen is the mars international chocolates they have started their operation from as early as 1892. And they are pioneer in the confectionary industry. And it is the leading manufacturer of chocolates in the world...
Words: 1394 - Pages: 6
...Published online 10 March 2009 in Wiley InterScience (www.interscience.wiley.com) DOI: 10.1002/sd.394 Sustainable Consumption: Green Consumer Behaviour when Purchasing Products William Young1*, Kumju Hwang2, Seonaidh McDonald3 and Caroline J. Oates4 1 Sustainability Research Institute, School of Earth and Environment, University of Leeds, UK 2 Department of Business Administration, College of Business Administration, Chonnam National University, South Korea 3 Aberdeen Business School, Robert Gordon University, UK 4 Management School, University of Sheffield, UK ABSTRACT The ‘attitude–behaviour gap’ or ‘values–action gap’ is where 30% of consumers report that they are very concerned about environmental issues but they are struggling to translate this into purchases. For example, the market share for ethical foods remains at 5 per cent of sales. This paper investigates the purchasing process for green consumers in relation to consumer technology products in the UK. Data were collected from 81 self-declared green consumers through in depth interviews on recent purchases of technology products. A green consumer purchasing model and success criteria for closing the gap between green consumers’ values and their behaviour are developed. The paper concludes that incentives and single issue labels (like the current energy rating label) would help consumers concentrate their limited efforts. More fundamentally, ‘being green’ needs time and space in people’s lives that is not available...
Words: 7596 - Pages: 31
...Consumer Traits and Behaviors PSY/ 320 Consumer Traits and Behaviors Consumer traits and behaviors, what are they? Consumer traits and behaviors could be defined as the conducts and characteristics that consumers show in searching for, purchasing, using, evaluating, and disposing of products and services that they hope will satisfy their different needs (Schiffman & Kanuk, 2010). Consumers are influenced by different factors on what, when, where, how and why they buy a product or service. Some aspects influencing consumer traits, behaviors and how messages are received are psychological, social and culture process. Aspects as personalities, age, interest, believe, cultural background, social classes, among others are important elements to keep in mind when developing a marketing communication plan to reach the desired segment more effectively and motive decision making on customers. Consumer behavior focuses on how individual consumers and families or households make decisions to spend their time, money, and effort on consumption-related items. How they evaluate a product or service after the purchase, the impact of such evaluations on future purchases, and how they dispose of them (Schiffman & Kanuk, 2010). There are different motivations for what consumers make their purchasing decisions on and these are basically based on their innate and acquired needs. These needs stimulate people’s feelings and actions toward a product or service. We will be then identifying...
Words: 2143 - Pages: 9
...Consumer and organizational buyer behavior are sub-categories of marketing. Research in both fields has enabled manufacturers and distributors to understand the needs, preferences and behavior of buyers, as well as the internal and external factors that influence buyer behavior. Although much has been written about the differences between consumer and organizational buyer behavior, it appears that the demarcations between the two fields are not as clear as they may seem to be. Keywords Buying Center; Buying Decision Process; Consumer Buyer Behavior; Decision-Making Unit (DMU); Organizational Buyer Behavior Marketing: Consumer Overview Buyer behavior is concerned with the selection and purchase of Products or services to satisfy a need for individuals or groups. It is focused on the needs of individuals, groups and organizations. Buyer behavior occurs either for an individual consumer on his own; an individual consumer in the context of a group (where others in the group influence how a person behaves); or an organization (where employees make decisions about which products or services the firm should use). Although economists were the first academic group to offer a theory of buyer behavior, the field of buyer behavior is a subcategory of marketing that blends elements from economics, psychology, sociology, social psychology, anthropology and other sciences, such as physiological psychology, biochemistry, and genetics. The two main areas of buyer behavior are consumer...
Words: 1351 - Pages: 6
...Analysis_WK5 PSY322/Consumer Psychology and Research June 16, 2013 Case Study Analysis The subject case studies are designed in order to conceptualize the cross-cultural consumer behaviors, their effects on business and company activities while analyzing the case study. The main realm of subject study is the consumer behaviors in global perspectives. The studies are also aimed to create the sense in the students about how to analyze the case study. So to achieve the said objectives the extensive literature review is conducted including the evaluation of consumer behaviors and their decisions regarding purchases while including the lessons learned by the Apple regarding the differences in consumer behavior and purchasing decisions between the Japanese market and the market outside of Japan. The consumer behaviors during the field survey administered under subject study are found dissimilar across the cultures. These dissimilarities in behaviors of the customers across the cultures affect the company’s marketing mix strategies. These effects are discussed in sections created below. Likewise the lessons learned from the Walt Disney Company about consumer behavior and purchasing decisions at Hong Kong Disneyland has also been added as a part of study while explaining various issues that may influence the behaviors of the consumers. Lastly the survey administered identifies the reasons behind the Japanese consumers’ behaviors of hating the iPhone. Consumer Behavior Consumer...
Words: 1723 - Pages: 7
...Abstract Graves Enterprises is a maker of consumer and commercial grade floor care products. The new vice president for Graves Enterprises is responsible for doubling sales in both the consumer and commercial markets within the next year. The new findings of an extensive research suggested that the target market is homeowners, females 29-59, with a household income of $75-$150K. Consumers and businesses use defined processes for making purchasing decisions. They are two different markets with different processes for making purchasing decisions. “Within the business world, the decision-making process—unlike that of the consumer—is marked by the inclusion of many people” (Weekly Lecture, 2009, p.3). This paper analyzes the summary created by the marketing directors of Graves Enterprises which covers the consumer purchasing behavior and business purchasing behavior as it relates to their perspective markets. You Decide Consumer Behavior Knowing what you do about consumer behavior and purchase patterns, as shared in our Kotler text, what are your thoughts about the Consumer Products Proposal? Will it work? Why or why not? It is important for Graves Enterprises to determine the wants and needs of the consumer market. Graves conducted primary and secondary research to determine the wants and needs of the targeted consumer market in hopes of doubling sales in the market. This is a new product line that is vulnerable without proper research. “Many new products that are launched...
Words: 890 - Pages: 4
...1.1 Introduction Consumer behavior is the act or process that been taken by buyer before purchased any kind of product or goods. According to Solomon, 2006 consumer behavior is the study of the process involved when individual or group select, purchase, use product or services to satisfy they need and wants. (p.6) Even though Solomon said that consumer behavior is the process of purchasing but Schiffman ANDKanuk (2007) agreed that consumer behavior its not only about the process itself but it also about method and approaches that been use to evaluate the decision making. Blakewell, 2001 also agreed with Schiffman and said that consumer behavior has responded to the modern marketing. Consumer are viewed as rational decision maker by Zinkhan 1992 always concerned with their self interest before purchase but due to modern marketing approaches their have five different aspect including advertisement give a huge impact to decision-making (Foxall, 1990). On consumer behavior theory, buyer will consider price as one of the aspect that will evaluate before purchased product but in modern marketing consumer will buy whatever product even though the price was higher as long supplier know how to attract the consumer to buy the product. Market strategy affect attitudes towards the products and services and ability to attract customer for future growth. It assesses the role of articulation of marketing strategy to fine tune business trends in promoting the product image and attractiveness...
Words: 1702 - Pages: 7
...FACTORS AFFECTING CONSUMER BUYING BEHAVIOR. OVERVIEW The discussion in this part focuses on the critical literature review on the study of the factors affecting consumer buying behavior. Matters addressed in this discussion are, introduction on the relevant terms, significance of the consumer buying behavior to performance of business, theoretical and empirical literature reviews on the study as well as the conclusion which contains what has not been done by other researchers. INTRODUCTION Consumer Buying Behavior is the tendency of consumers to buy products from a company. It determines the various factors that influence a consumer to make a decision of buying the company’s products. Buyer Behavior is a process, which through inputs and their use though process and actions leads to satisfaction of needs and wants Consumer buying behavior has numerous factors as a part of it which are believed to have some level of effect on the purchasing decisions of the customers It is worth noting that consumer buying behavior is studied as a part of the marketing and its main objective it to learn the way how the individuals, groups or organizations choose, buy use and dispose the goods and the factors such as their previous experience, taste, price and branding on which the consumers base their purchasing decisions. We study consumer buying behavior...
Words: 1670 - Pages: 7
...Holiday decision-making: an adaptable and opportunistic ongoing process Name: Institution: Course: Tutor: Date: Identify and discuss how holiday decision-making as described in the case, is different from the traditional problem-solving models of consumer decision-making Holiday decision-making process is different from the traditional problem-solving models of consumer decision making. This is because holiday decision-making model does not require fixed sequential stages that are required by traditional problem-solving models. Administrative factors play an imperative role when deciding time and choice of holiday decision-making process (Schermerhorn & Osborn, 2011). The typical factors that mostly influence the holiday decision-making process are levels of involvement, situational factors, anticipation, nostalgia and daydreaming. On the other hand, this is very different from traditional decision-making process that is well sequentialized and structured. In this model, the need for a specific service or product is identified and information search and other alternatives are evaluated. The consumer is further led towards purchasing a product and there after placing a purchase evaluation (Moore & Simmons, 2010). In the traditional consumer decision-making, the method of searching for information is well structured and it is either external, internal or both of them. Information collection process in the holiday decision making is an ongoing and...
Words: 2340 - Pages: 10
...DIFFERENTIATION, SERVICE QUALITY AND PROMOTION TOWARD CONSUMER PURCHASE DECISION Study on consumer of Larissa Aesthetic Center, Malang CHAPTER II LITERATURE REVIEW 2.1 THEORITICAL FRAMEWORK 2.1.1 Purchase Decision Purchase decision is one part of the consumer behavior refers to the buying behavior of final consumers who buy goods and services for personal consumption. Every day consumers determine the various purchase options. Most of the large companies investigate consumer purchase decisions are so detailed to discover what consumers buy, where they buy , how and how much they buy , when they buy and why they buy. Marketing people can learn to do the actual purchase of consumers, but to investigate the causes of their buying behavior is not easy. The answer is often stored deep in the heads of consumers ( Kotler and Armstrong , 2001:195 ). Studying consumer behavior will provide guidance for the development of new products, product features, pricing, channel marketing, advertising messages and other marketing mix elements . The starting point for understanding the buyer behavior is stimulus response. Marketing and environmental stimuli began to enter the consciousness of buyers. Characteristics of buyers and decision process poses a particular purchase decision. The task of the marketer is to understand what happens in buyers awareness ranging from the stimulation from the outside to the emergence of a buyer purchasing decisions. According to Basu and T. Hani Handoko Swastha...
Words: 1549 - Pages: 7
...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...
Words: 754 - Pages: 4
...Consumer behaviour is extremely complex ever changing matter that is based on many aspects such as culture, social class, life style, gender, locations and many other things. Either purchasing for a need or a want. Motives for purchasing or owning something is different. Automotive industry for instance, individuals can buy car because it will save them time, effort to go to work. Others can buy a car while already having another one for the “fun, joy” of having it. Information process model points out the consumer as a an individual that is capable of reflecting the capability for correct and valid reasoning who find a solution to concerns or problems to make purchasing decisions (HOLBROOK and HIRSCHMAN, 1982). This model is questionable in terms of that it has a lack of attention towards the consumption phenomena where feelings effect the consumers behaviour. If we would consider the “consumption” of a luxury car, could we consider it from a information processing perspective? “Consumption has begun to be seen as involving a steady flow of fantasies, feelings, and fun encompassed by what we call the "experiential view."” (HOLBROOK and HIRSCHMAN, 1982: 132) This is where consumers “experience” by actual “consuming” the product (or service). There is a difference between “purchase / buying” and consuming. Consuming is simply “experiencing the product by actually consuming it” (HOLBROOK and HIRSCHMAN, 1982: 137). So the term “consuming” in the perspective of “experiencing”...
Words: 998 - Pages: 4
...?Purpose: The main aim of this paper is to propose a market segmentation approach based on all phases of wine purchase and consumption process. To this aim, we investigated the main components of wine purchasing behavior and the socio-demographic profile of those who are both wine buyers and consumers. ?Design/methodology/approach: Starting from consumer behavior literature, we identified six phases in the purchasing process and we operationalized each of them. A structured questionnaire was developed according to such framework and an empirical study was carried out. We realized 630 interviews to wine buyers and consumers. Then, we performed a cluster analysis in order to identify the most relevant market segments. ?Findings: Four main segments emerged from the cluster analysis. A description of demographic and behavioral features characterizing the identified segments is provided. ?Practical implications: The proposed framework may provide a clear guidance to reach a market segmentation able to address effectively the marketing strategies. By characterizing different groups of consumers on the base of multiple variables related to each phase of the purchasing process, the proposed segmentation has implications both for strategic decisions, such as positioning, and operative ones (i.e. product, price, place, promotion). 1. INTRODUCTION In the last decades wine market has been characterized by radical changes on both sides of supply and demand, thus making...
Words: 2772 - Pages: 12
...Marketing is the process of promoting a product or service to be sold to the consumer and keep it selling indefinitely. This assignment will cover the different aspects of marketing from the purchase decision making process that consumers go through, to the theories and factors that influence the consumer’s behaviour when making a purchase. It will also evaluate the relationship between brand loyalty, corporate image and repeat purchasing and how they are all related. When it comes to marketing, the most important factor that any business will need to consider is itself. When selling a product or service, the business will need to ensure its viable, otherwise it could lose the company money. To ensure this doesn’t happen, any business will have to analyse their markets and the different buyer behaviour of different consumers during the purchase decision making process. This is the process that a consumer goes through when purchasing a product or service. It consists of five stages, need recognition; information search; alternative evaluation; purchase decision and post purchase decision. Need recognition or problem identification is the first stage in the purchase decision making process. The consumer has identified that there is a need that needs to be fulfilled. This need has either been triggered by internal or external stimuli. Internal stimuli are the physiological needs felt by the consumer, such as hunger, tiredness or thirst. External stimuli are the advertisements...
Words: 2248 - Pages: 9
...OBJECTIVES 1. Describe the factors that influence consumer behavior online. 2. Understand the decision-making process of consumer purchasing online. 3. Distinguish online consumer from traditional consumer. Page 2 of 36 Maria Khan, Lecturer UET, Lahore A consumer is a person or group of people, such as a household, who are the final users of products or services. The consumer's use is final in the sense that he or she used the product by his or herself. OR A person who acquires goods and services for his or her own personal needs. Page 3 of 36 Maria Khan, Lecturer UET, Lahore The way in which one acts or conducts Behavior can be described as oneself, especially towards others. OR “The action, reaction, or functioning of a system, under normal or specified circumstances. Page 4 of 36 Maria Khan, Lecturer UET, Lahore …. In management, behaviors are associated with desired or undesired focuses. Managers generally note what the desired outcome is? Page 5 of 36 Maria Khan, Lecturer UET, Lahore Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. Page 6 of 36 Maria Khan, Lecturer UET, Lahore The behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products...
Words: 1056 - Pages: 5
