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Consumer Behaviour - Essay Example

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“Subcultures of Consumption: an analysis of the Online Shoppers and Buyers” INTRODUCTION The subcultures of the consumption are the special and homogenous set of consumers who are inclined and committed to a specific set of consumption behaviour and activities…
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Consumer Behaviour
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"Consumer Behaviour"

Download file to see previous pages There has been drastic increase in the online shopping all over the world due to several reasons. Owing to the increasing online buying and shopping trends it has become important to analyse and evaluate consumer behaviour of the online shoppers along with the buying and purchase decision process of these online buyers. This in turn will allow the marketers to come up with effective and efficient strategies to attract this particular subculture. The aim of this study would be to analyse the consumer buying behaviour of the online shoppers and the factors that lead to such behaviour. In order to evaluate the buying behaviour of the online shoppers, consumer choice would be evaluated in particular. This will help in identifying the influence of consumer choice on the buying behaviour of online shoppers and buyers. In addition, the buying behaviour of the consumers in the online shopping industry will also be assessed along with the factors that lead to such modern shopping means. SUBCULTURES OF CONSUMPTION AND CONSUMER BUYING BEHAVIOUR Different researchers have defined consumer behaviour as the activities performed by individuals or groups that eventually lead to decisions or actions (Pachauri, 2002). The decisions that are made by individuals or groups include purchase, use and disposal of goods and services (Desmond, 2003). On the other hand, the concept of consumer behaviour is defined as the particular way in which an individual acts when consuming or disposing products (O’Dougherty, Haynes, Davies & O’Connor, 2007). Solomon (1995) describes consumer buying behaviour as a process aimed to satisfy the needs and wants of the consumer due to which the consumer makes certain decisions associated with the selection, purchase, use and disposal of products, services and experience. The concept of consumer behaviour is quite vast as each individual in the society and community has a unique behaviour according to which the person acts. The aim behind such actions and decisions made by the individuals or groups is to satisfy the needs and wants which could be done with the selection, purchase and disposal of the products and services (Schiffman, Kanuk, and Hansen, 2011). With advancement in technology, consumers are constantly changing their buying behaviour. This can be observed when the consumer shifted from the traditional buying methods to more modern online buying (Solomon, Bamossy, Askegaard, and Hogg, 2010). In order to identify the consumer buying behaviour, stimulus-behaviour model and buying process model are frequently used (Evans, Jamal, and Foxall, 2009). The stimulus-behaviour model proposed that internal and external stimuli play an essential role in influencing buyer’s behaviour. Marketing mix (i.e. product, price, place and promotion) and external model (i.e. economic, technological, political and cultural stimuli) can influence the consumer’s buying decision in terms of product, brand, time and amount. On the other hand, the buying process model includes 5 core steps taken by the individual to satisfy the needs and wants (Blackwell, Miniard, and Engel, 2006). The steps include recognition of need, information search, and alternative available in the market, purchasing and post-purchase decisions (Hawkins & Mothersbaugh, 2009). The steps involved in the consumer purchase or buying process are given in the image below: (Neal, Quester, & Hawkins, 2004) These theories of consumer buying b ...Download file to see next pagesRead More
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