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Consumer Behaviour and Marketing - Article Example

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The "Consumer Behaviour and Marketing" paper states that consumer behavior influences marketing decisions which can be found in every sector. Culture influences purchase decisions in every sector whether it is the automobile, the fast-moving consumer goods, or even the luxury brands…
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Consumer Behaviour and Marketing
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Download file to see previous pages While some believe that the world’s needs and desires are becoming homogenized there are others like Kotler who contend that markets and consumer needs are diverse (Mooij, 2000). Differences in the socio-economic background also influence consumer behavior. Consumers by nature would prefer anything cheaper than what they are used to and hence if the locally produced goods are cheaper than the global products, they would opt for the local goods.

The young adults are susceptible to family influence; they rely to a large extent on the family recommendations and suggestion. This is the process of consumer socialization. The family influence is very high in relation to the purchase of a product and even for the purchase of a specific brand. Family influences have an effect on consumer skills, knowledge, attitude, preferences, and behavior (Bravo, Fraj & Martinez, 2006). This means that the young would follow the same consumption patterns as their parents and hence the consumer behavior would remain the same. Therefore, for the marketer, understanding the type of the family, the type of the product, and the characteristics of the influence would help form a pattern. The marketer would also have to understand the perception of the parents’ degree of expertise on the product. This pattern could help the marketer understand and apply the right marketing strategy.

Cultural values and religion also are among the key influences that impact consumer behavior. Hofstede’s dimensions of national culture can be correlated to the differences in product usage and buying motives across Europe. Cultural values remain stable and with converging incomes, they become more manifest. When people possess sufficiently of what they want, then the cultural values influence the purchase behavior and decisions of the consumer. The values of national culture are important in understanding consumer behavior. When incomes converge, needs are not homogenized as they continue to be influenced by the values and the national cultures and this is important for marketers. ...Download file to see next pages Read More
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