The following paper presents the details of the consumer involvement theory, demonstrates hierarchy-of-effects model, tells about theory of reasoned action and theory of planned behaviour and describes consumer decision making process…
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Wayne and Deborah (2009) define the term consumer behavior as “Consumer behavior reflects the totality of consumer’s decisions with respect to acquisition, consumption, and disposition of goods, services, activities, experiences, people, and ideas by (human) decision-making units.” (Wayne & Deborah, 2009, p. 3) The main aim of literature review is to provide an inclusive description about different models and theories of consumer behavior in context of generating positive attitudes related to some particular products or brands. Models and theories are selected which have a core relationship between consumer behavior and marketing strategies. The other main area of literature review is to specifically review the effects of celebrities on some certain products. One way of analyzing the markets is to review and examine the projected goals through customer satisfaction, communication, and anticipation. It is quite normal that marketers conduct public surveys to judge the consumer behavior and to find out their primary target market. By doing so, they understand the needs of their customers better than competitors and therefore implement their strategic marketing more effectively (Jobber, 2001 and Peter & Olson, 2008). Marketing researchers assert that attracting the new customers to a particular product is much cost effective and harder as compared to retain the existing customers, therefore organizations apply ‘Below The Line (BLT)’promotion model to keep the existing customers loyal with the organizations and to attract the potential customers through some comprehensive advertising campaign and marketing plan (Lanman, 2003). There are certain types of industries which primarily are...
The intention of this paper is consumer behavior as the study of individuals, oragnizations, and their procedures with respect to the selection, security, and utilization of products, services, ideas or experiences to put a positive impression on the satisfaction and confidence level of consumer or society. Primarily there are four areas of application of consumer behavior. The first and foremost is marketing strategy and thats why consumer behavior is also termed as psychology of marketing. Obviously the main purpose behind any marketing strategy is to formulate and execute a better marketing campaign. For instance, the media schedule snake or fries advertisements in later afternoon because it considers that consumers are more food receptive during that period of day. It is natutal that each new product takes it time to gain popularity amongst consumers, therefore, the introductory companies need to be finacially strong to stay afloat untill their product achieves commercial dominance. Further, it is necessary to make the initial customers plaese because they will actually play the most important role in launching a succeessful campaign. The second applicarion is public policy i.e. to gather the data of ceneral trends of the target market and the atracts thge attiyudes of consumers towrds some specific brands or products. Marketers use several theories and models to attract the consumers and change their behavior by influencing positive attitudes towards different brands.
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“Understanding Consumer Behaviour Essay Example | Topics and Well Written Essays - 4500 Words”, n.d. https://studentshare.org/business/1393321-understanding-consumer-behaviour.
CONSUMER BEHAVIOR Name Course Instructor Institution Date Table of contents Table of contents 1 Introduction 2 Consumer Cognitive process and Attitude 5 The Psychology of Brand Marketing 6 Marketing Effects 7 The Hierarchy of Effects Model 7 Consumer Decisions and the Reasoned Action Theory 10 Conclusion 11 References 12 Introduction Companies increase the sales of their products through the application of appropriate marketing strategies which capture the attention of the consumers and arouse their desire for the brand which makes them interested in the product and thus lead them into taking the action of purchasing and using the product.
Success, in fact survival of the business is dependent on business’ capacity of understanding its customers (Evans, Jamal, and Foxall, 2010). Acknowledgement of the importance of this fact has given birth and rise to domain of study of consumer behaviour.
Marketing researchers in this vein place their emphasis on the taxonomic system of classifying products into either non-impulse or impulse products so as to enable marketing strategies, for instance, point of purchase advertising, in-store promotions or merchandising (Hulten and Vanyushyn 381).
In line with this, companies spend so much time and effort in understanding consumer behaviour because in doing so, they would be able to integrate their competitive strategies in order to stimulate needs for their offerings. This makes sense because consumers are said to respond to stimuli.
These automobiles have different features, marketing mix, brand names and others. This becomes a tough choice for the consumer to select a product particularly a high involvement product like automobile. This study is an effort in the direction of understanding consumer behaviour for hybrid car segment in the Australian Market.
To enhance their self-esteem and self-identity consumers desire to feel distinguished and consumer unique and scarce products. Such consumers are not price conscious. However, at different stages in the family life cycle decision making is done by different members.
ay help in forming attitudes towards the brands and the products, or the advertising message may brig about a change in behaviour and lead to actual purchase (Dillard, J. P & M. Pfau, 2002). While the customers may be affected by the advertising messages in one or all the above
While competitors threw in more efforts in training their sales personnel, the Electro Store management thinks training of personnel is just a waste of time and money. Further, management still holds the view that the man of the house still makes the
Theory would seem to dictate that knowledge of consumer behaviour and their motivations will dictate whether one marketing strategy is successful over another, through incorporation of consumer behaviour and motivation as considerations of marketing activities.
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