Consumer Behavior of People Who Purchase Behavior - Essay Example

 Consumer Behavior of People Who Purchase Behavior Introduction The subject matter in consumer behavior is to determine the progressions groups, individuals, and institutions employ to acquire products and services for use. The processes employed have significant impacts on the society, and by extension the consumer. Individuals subscribe to various products and services in the market and their decision to purchase are determined by a number of factors. Market players have specific targets that they pursue to the extent that their relevance is determined by their ability to find the best location where consumers are found. A number of market mixes are employed by the producers as a means of promoting the products they deal with. These factors influence the behavior of consumers in a particular market. This text seeks to analyze and put into the perspective consumer purchase decision of people, who consume beer. Description of the product Beer is an alcoholic substance that is manufactured through the process of hydrolysis of starch and fermenting the sugar derived. Wheat and barley are the key products that are used making of different brands of beer. Research has shown that beer is the most consumed alcoholic infusion. Beer is a product that has been in existence for a long time and it has gained prominence and acceptance through the different generations. In the modern dispensation, many individuals, including the young and old consume much of the alcoholic content due to its improved nature (Baxter & Hughes, 2001). There exist different flavors of beers in the world and consumption of the same depends on what the consumers subscribe to and need. Marketing Mix Throughout generations since the inception of beer, manufacturers have come up with various means and ways to promote the product. The four principles of marketing have effectively been employed to enhance the sale of beer. This portion of the text puts into perspective the various market mixes that has been employed by producers in most markets to promote beer. Pricing is one of the marketing strategies that have been employed by producers to a greater extent (Ramaswamy & Namakumari, 2009). Case in point is that beer prices in most of the markets are relatively competitive. The prices are not exaggerated, but determined by the principle of demand and supply. Essentially, the prices of beer remain low, thus, influencing consumption in significant portions. Promotions are an important part of sales and beer manufacturers have employed this principle to their advantage. Several beer manufacturers carry out significant advertisements in various markets using various means of promotions. Mainstream media, billboards and any social means are used to promote beer as the best alcoholic substance. Through advertisements, significant sales are made due to the constant indoctrination by the promotions teams of beer companies. Another principle used extensively by manufacturers is the place that is essentially the location. Most beer consumption locations are easily accessible to the consumers (Ramaswamy & Namakumari, 2009). The locations are not hidden or difficult to find, but the ease of access is inherently guaranteed. The product is another essential component of ensuring sales. Case in point is that beer is manufactured with better standards and quality. The idea is to make the consumers gain some comfort in what they consume without complications in the product. The quality and the standard of the beer produced by manufacturers cannot be over emphasized. Consumers are attracted to beer due to its better integration of components and substances (Ramaswamy & Namakumari, 2009). The four market principles employed by the companies to ensure the sale of beer provide a basis over which consumer behavior is shaped. The four marketing principles are critical in ensuring relevance of a particular product in the market. Target market The target market for manufactures of beer is varied and diverse. Case in point is that in the modern dispensation there has a merged a fresh crop of individuals, who consume beer. The younger generation, especially young men and women have become the center of attraction in so far as the sale of beer is concerned. While maintaining pursuit for the newcomers of beer consumption, the other focus of attention is the people, who have a traditional characteristic of consuming the product. Focus on the young people, especially young women, are broadening the target space for marketers of beer. The emergence of younger people as beer consumers has made it possible to enlarge the capacity of production because the consumer base is broad (Faulkner & Campbell, 2006). It is should be noted that the target market runs across multiple constituencies. However, specific attention is given to areas that manifest traditional beer lovers and the new crop of consumers, who are the younger generation. Perspectives in consumer purchase decision Various factors influence the decision of beer lovers to consume. The factors are relative, though, significant in determining the patterns of consumption and the inherent behaviors exhibited. There are three critical points of discussion that largely determine consumer behavior with respect to the consumption of beer. One of the factors that influence beer consumption is the environment. Environmental factors can be divided into two that include marketing and stimuli. The marketing stimuli are the marketing strategies adopted by the producers or manufacturers. The four principles that have been discussed above are critical factors that influence how individuals consume beer. The details given by the marketing team and the ease of access provide a basis of influencing the behavior of a beer consumer (In Belk, Russell et al., 2011). The environmental stimuli play a significant role in influencing behavior of a beer consumer. Economic and cultural issues are major determinants that influence the individuals to buy beer. Most people, who consume beers are in the middle class with the majority being influenced by the cultural ties of the society. In societies where beer is consumed in large portions, culture is a major drive. It is, therefore, important to note that environmental factors play a significant role in influencing the behavior of beer consumers. The characteristics of the buyer and the process of decision making are critical components in determining buying behavior among beer consumers. Lifestyle, personality and motivation are some of the major drivers to beer consumption. Most individuals consume behavior is determined by lifestyle issues, especially the younger generation. Other peers and the society motivate most of the individuals to the extent that the behavior and urge to consume beer is largely determined by the extent of motivation. It is critical to note that most of the responses of a buyer are determined by the brand. Most of the beer consumers subscribe to certain brands and remain loyal to a particular brand. Beer has diverse brands and the tenacity to consume is manifested by the product. Choice of getting the desired brand is at the core of the consumer’s response. Conclusion Consumer behavior is determined by the processes individuals, groups and institutions employ to secure particular products and services. There are a number of factors that determine the ability of an individual to buy and consume a particular commodity. Host factors, some of which are environmental and inherently human, determine a consumer purchase decision. The four principles of marketing are essential are critical in influencing the consumer behavior and the process of decision-making. Beer consumption is largely determined by how marketers promote and price the products. Consequently, the location and the quality of the beer influence how people consume beer. The target market for the beer producers is the young generation of beer lovers especially the young women. Consumer buying and the process of decision-making are determined by a host of issues and the influence cannot be overemphasized. References: Baxter, E. D., & Hughes, P. S. (2001). Beer: Quality, safety and nutritional aspects. Cambridge, UK: Royal Society of Chemistry. Faulkner, D., & Campbell, A. (2006). The Oxford handbook of strategy: A strategy overview and competitive strategy. Oxford: Oxford University Press. In Belk, Russell, W., In Grayson, Kent, In Muñiz, J. A. M., & In Jensen, S. H. (2011). Research in Consumer Behavior. Bingley: Emerald Group Publishing Limited. Noel, H. (2009). Consumer behaviour. Lausanne, Switzerland: AVA Academia. Ramaswamy, V. S., & Namakumari, S. (2009). Marketing management: Global perspective, Indian context. Delhi: Macmillan. Read More