The Observation of Consumer Behaviour - Coursework Example

I. Introduction The observation of consumer behaviour is turning out to be ever more a requirement in consumer product marketing. A frequently expressed protest of marketers is the increasing unpredictability of consumers. This primarily indicates that consumers no longer respond involuntarily to the ‘push’ techniques of marketing. Production, at present, does not routinely generate its own demand. To a certain extent, the symbolic importance of consumption, consumer impulses, cultural patterns and the presentation of product and services information have turn out to be influential forces in consumer demand. A ‘pull’ technique of marketing makes up product presentations being basically appealing to consumers, such that they will respond to these products with fascination and interest and in the end buy them. This necessitates for a more thorough observation of consumer behaviour, a great deal of which will be shown in the observations that will be discussed in this paper. Most of the observations of consumer behaviour that will be discussed in this paper are aimed to show the consumer perspective on marketing limitations. The observations will address individual consumer motivations, cultural and social aspects and influences on consumer behaviour, consumer satisfaction and wellbeing, amongst others. A. Individual Differences in Consumer Behaviour Interest in the connection between individual differences and consumer behaviour has been present since the significance of marketing was first identified. Unluckily, previous efforts to understand and anticipate consumer behaviour through the application of personality factors have resulted into frustrating results. In typical reviews of related literature, some scholars observed that studies investigating individual differences on consumer behaviour were frequently carried out without the direction of general theoretical paradigms (Ratneshwar 2000). Consequently, little understanding of the mechanisms by which an individual factor eventually affected choices or behaviour has been obtained. The investigation of a personality factor in the setting of more general theoretical paradigms was proposed as a means to improve the usefulness of individual factors in consumer behaviour studies (Ratneshwar 2000). The need for cognition individual factor was developed, partly, to attribute for personality variations in processing stimulation in persuasion circumstances. In itself, it has the possibility to serve as a functioning of the motivational element in buying behaviour among consumers. Variations in need for cognition embody variations in people’s persistent tendencies to embark upon in and delight in creative thinking. Hence, the types of influences related with the need for cognition must in general reflect the types of influences discovered for situational factors affecting consumers’ ability to think creatively (Solomon et al. 2006). Even though a number of situational factors have the possibility to affect motivation, need for cognition seems to is the main personality difference factor recognised as influencing consumers’ thinking and buying behaviour. B. The Impact of Corporate Social Responsibility on Buying Behaviour Companies are confronting increasing demand to both sustain profitability and perform in socially responsible manners, but scholars have given trivial information and evidence-based data on how corporate social responsibility influences profitability. A classification of consumers buying behaviour spans from indifferent to highly sensitive to corporate social responsibility was formulated in the literature. The public shows less confidence in corporations than other societal institutions such as the public school, military and media. The only institutions positioned lower in consumer trust were the criminal justice system and Congress. Simultaneously, big businesses are under growing pressure to donate money to foundations and other charity works, conserve the environment, and assist in solving problems in their societies, in short, to act in socially responsible manners. Even though scholars and business leaders have embarked upon in a great deal of discussion regarding social responsibilities of companies, there has been insignificant number of studies on what the common public or consumers anticipate (Antonides & Raaij 1999). Consequently, those who manage big businesses do not have a clear understanding of the expectations and behaviours of consumers. Relationship between consumer behaviours and corporate social responsibility has important implications for scholars, marketers, and public legislators. For scholars, this phenomenon adds contribution toward understanding the fundamental dynamics of the function of corporate social responsibility in consumer behaviours. C. Consumers’ Shopping Behaviours Retailers are very much responsive to consumers’ store preferences in shopping malls. Consumers in shopping malls can buy the same products in different store outlets. Hence, retailers are obviously undertaking a variety of activities to draw consumers’ attention and keep consumers’ loyalty to them. Numerous retailers, nevertheless, are not as conscious of the wider shopping mode preferences of consumers. These options include local shopping or shopping in a neighbouring retail store, out shopping or shopping out of town, or home shopping through mail or computer or the so-called in-home shopping. Depending on the consumers’ shopping mode preference, retailers could have slight, if any chance of drawing the attention of consumers to their stores. Specifically, if particular consumers prefer in-home shopping or out shopping for a substantial fraction of their purchases, local retailers are likely to lose their business, not to substitute stores, but to various shopping method choices. D. Buying Behaviour of Students Impulsive buying behaviour is a broadly known phenomenon. It attributes for a considerable portion of all purchases in particular product categories. It has been claimed that more purchases stem from impulse rather than from planning. Hence, retailers attempt to boost the number of impulse buying through product presentation, displays and packaging. Furthermore, current marketing strategies, for instance, 24-hour stores and Internet and telephone shopping, make impulse purchases even more convenient. Moreover, the development of e-commerce and the developing consumer focus of several societies provide greater chances for impulse buying (Sutherland & Sylvester 2000). Majority of the research on impulsive buying behaviour has concentrated on adults as well as college students. Most teenagers have a tendency to be impulsive, saying and doing things spontaneously without considering the risk involved. In a period of remarkable physical and psychological change, there could be a broad array of impulsiveness on the basis of age and emotional quotient. Hence, study of impulsive buying among young adolescents with a variety of personality attributes would be an important inclusion to the literature. E. Consumer Behaviour in Virtual Communities Impulsive and compulsive buying behaviour are types of uncontrolled consumer behaviour that have drawn attention from real-world shopping communities. In individual terms, uncontrolled buying behaviour can lead to consumer impoverishment and very difficult life crises. Collectively, it could raise consumer prices and bring forth the social costs of damaged lives and ruined homes. Now that shopping is relocating to the Internet, has uncontrolled buying behaviour followed? Mainstream e-commerce sites have attributes that could motivate uncontrolled purchasing. It seems that impulsive buyers comprised a significant portion of e-commerce consumers. With more than half of the overall Internet shoppers, uncontrolled online purchasing emerges as a consumer concern and a media impacts issue (Antonides & Raaij 1999). If deteriorated self-control expects online shopping purchases, and e-commerce sites are loaded with attributes that could weaken self-control, does the growth of e-commerce bring forth flawed self-control and the individual and consumer dilemmas that accompany it? Exposure to e-commerce sites may weaken self-control, resulting into increased e-commerce use and online buying and further moving away from effective self-control. F. The Body Shop: Societal Values In the recent decades, a growing number of businesses have integrated ethical goals in their mission statements. Therefore, the provided products and services by these businesses obtain a special significance to their customers, which are related to the value chain. Nevertheless, failure to realise these ethical goals could draw criticisms. One case in point is The Body Shop and their everyday encounters show that it is complicated to strike the appropriate balance between a constructive social reputation and effective business strategy (Antonides & Raaij 1999) Dissimilar from other beauty product companies, The Body Shop does not endorse that its cosmetics will remove wrinkles and hence change one’s life. The company endorses health and general wellbeing aside from beauty. Traditionally, the company did not market its products in the usual manner. Instead, it made use of testimonials to promote their products, for instance its facial wash with pineapple extract. It was related that Anita Roddick, the pioneer of The Body Shop, saw a Sri Lankan woman massaging her face with pineapple. Thus, the pineapple was used as a natural ingredient of the facial wash of The Body Shop. At present, The Body Shop does market its products in various media, including the Internet (Antonides & Raaij 1999). High growth in the natural personal beauty products in the UK us mainly motivated by the concerns of consumers regarding synthetic chemicals and materials in both cosmetics and toiletries. A large percentage of natural beauty and hygienic products’ consumers admitted avoiding synthetic chemicals and materials (Sutherland & Sylvester 2000: 31) Another key observation is that certification is not that important to majority of UK consumers. Merely 30% of consumers claimed that they consider symbols and logos when purchasing natural personal beauty products (Stherland & Sylvester 2000: 31) G. Consumer Attitudes on Consumption of Dairy Products It is apparent that exposure to nutrient-linked promotions and advertisements had a constructive effect on knowledge and awareness on issues related to health. Positive and stronger outlooks toward nutrition, consequently, resulted in to a more frequent buying and consumption of nutritious products such as dairy products. Positive influences of advertisement and the general media recall on the attitudes and buying behaviour of consumers demonstrate that nutritional campaigns had a positive effect on consumers’ outlooks toward health, nutrition and daily products. Information supplied by other media outlets, such as newspapers and magazines could be more effective than the television for this kind of health-associated information (Bagozzi 2002) Though studies reported that the nutrient outlook and awareness index had a constructive and significant marginal impact on consumption of dairy products, advertising and promotion itself did not have direct effect on the occurrence of consumption aside from its influences on outlooks. Information indeed influences consumption behaviour and consumers’ buying decisions in a hierarchical manner (Bagozzi 2002). For that reason, information encourages changes in consumers’ outlooks and awareness which consequently influence the final consumption decision. Consumer researchers and nutrition specialists are continuously studying alterations in dietary preferences and other preference behaviours. Currently there has been considerable government involvement in advertising and promotion associated to nutrition and health contents of foods. While the intention of producer-subsidised programs is to boost the buying and consumption of their products and services, the final impact on consumers lies on the character and kind of message, and on the manner the nutrition-associated information given is viewed and interpreted by individuals. Nutrition and consumer educators alike, as well as policymakers, have an interest in determining these influences from nutrition-associated advertising or promotion. Research on calcium and dairy products advertising demonstrates one instance where nutritional information, through the influence on outlooks and choices, do trigger change in consumers’ dietary behaviours. H. A 21st Century Perspective on Consumer Shopping As though we did not know from the proof of our personal cognitive skills, some scholars currently informed us of the obvious adjustments in our shopping routines, majority of which can be put down to our broken homes and ruined lives. Instead, we prefer self-centred and individualised unit of one, better to clean ourselves in absolute tranquillity, and eat low-fat frozen foods without someone commenting: “Why are you eating that mingin’ food for?” (Ratneshwar et al. 2000: 59). Without spouse and problem, we do not have a need anymore for tinned salmon or even pipe tobacco. Apparently, this has enduring economic implications; there will be higher unemployment rates and lay-offs. Certainly, the salmon-tinners could search for other job opportunities. Consumer behaviours, in fact, have at al times been intended to send messages out to prospective mates. Sometime in the twenty-first century, we will all realise that, while the buying activities began as a way to terminate marriage, it was in fact delightful in itself. In order to sustain shopping capability, though, we have to ward off settling down, for the reason that once married, who would pay attention to our trendy top? There is a dreadful lot in magazines and newspapers regarding why one could prefer to live alone. For example, Mariella Frostrup said: “Working longer, tougher hours, with no job security and everything from public transport to getting the washing machine mended posing a problem; it’s no wonder that we have lost our zest for cohabitation” (Williams 2002: 16). References Antonides, G. & Raaij, W.F.V. (1999), Cases in Consumer Behaviour, Chichester, England: John Wiley & Sons. Bagozzi, R. P. et al. (2002), The Social Psychology of Consumer Behaviour, Philadelphia: Open University Press. Ratneshwar, S. et al. (2000), The Why of Consumption: Contemporary Perspectives on Consumer Motives, Goals and Desires, London: Routledge. Solomon, M. et al. (2006), Consumer Behaviour: A European Perspective, London: Prentice Hall. Sutherland, M. & Sylvester, A.K. (2000), Advertising and the Mind of the Consumer: What Works, What Doesnt, and Why? St. Leonards, N.S.W.: Allen & Unwin. Williams, Z. (2002), Chardonnay, Sex and the Single Basket: Consumer Shopping is Nothing but a Come Hither to Possible Mates, New Statesman, 131 (4581), p. 16. Read More