Buyer Behaviour & Market Research - Assignment Example

 Contents Introduction 2 Discussion: 3 Question 1 3 Question 2 5 Question 3 8 Conclusion 9 References 11 Introduction Attitude can be defined as the expression that can be favourable or unfavourable towards a place, event person or things. Attitude influences the consumer behaviour. The main and key aspects for formation of attitude mainly include cognitive and affective approach and behavioural approach. Attitudes can be formed either of low degree or of high degree and its intensity and it depends on the strength and belief of the person. Attitude mainly consists of various functions such as knowledge function, value expressive function and defence function. Figure 1: Formation of attitude The cognitive component of attitude is very strong and influential in nature and it refers to the thoughts, belief and attributes that are related with an object. The cognitive attitude consists of positive and negative attribute that is related with the object. The affective component mainly consists of the attributes that includes the emotions and the feelings that is related to the attitude of an object. The affective response has impacted the attitude in various ways. The behavioural component can be described as the attitude that comprises of the experiences and behaviour of the past towards the attitude of an object. Attitudes are supported by behaviours if the influence of behaviour has motivational significance for the concerned person. The theories for the formation and change in attitude are self perception theory, balance theory and consistency theory Discussion: Question 1 Cognitive Route Attitude can be based on affective or cognitive behaviour. The attitude that is based on cognitive behaviour is mainly influenced by the knowledge and perception that the consumer develops by directly using and experiencing the product. There function mainly includes object appraisal which explains that people mainly classify or distinguish the object according to the punishment and the reward received by the customers. The cognitive theory can be defined as the process of improving and developing the knowledge and learning of the consumer behaviour. The cognitive psychology is just the opposite of the behavioural approach. It mainly focuses on prioritizing the psychology of the internal organization. The characteristics and features of the cognitive buying behaviour include experience, knowledge, understanding and thinking of an individual and enforce or compel an individual in buying or purchasing a particular product (Alba and Hutchinson, 2008). While purchasing the particular product the consumer is required to consider price, quality, and functionality for choosing the particular product. The cognitive behaviour of the consumer towards purchasing a particular product can be explained with the help of the following example such as while purchasing a car a customer mainly takes decision based on the belief and trust it has towards a particular brand. An individual or consumer is influenced by cognitive behaviour in buying a particular car because it will consider various aspects such as consumption of small fuel, or the availability of services, availability of cheap and less expensive spare parts whereas some consumer may prefer in buying a beautiful sports car which will act as a symbol of prestige for them. Consumer mainly uses knowledge, rational thinking and gathering of information and takes decision of purchasing the car of a particular brand and also considering and reconsidering the advantages and limitations and the purpose of serving its long term perspective and the benefit and welfare of the family. .Affective Route: Affective component mainly deals with the emotions and beliefs of the consumer in buying a particular product. The consumer buying behaviour includes the happiness, disgust, shame, anger and distress of the consumer which will affect and influence the attitude of the consumer by focusing on the positive and negative feelings and emotions of the consumers. The affective behaviour can be explained as the mental phenomenon that includes subjective feelings, mood, emotions and conscious experience The affective behaviour of a consumer in buying a particular can be explained with the help of the example such as if a consumer likes a product without having the intention to buy the product at that particular point of time the consumer will be forced or urged to buy the product because the product has already captivated the mind of the consumer for buying the product. The affective behaviour can also be defined as the impulsive buying if a consumer visits a retail store and sees a particular product that reminds him / her to buy the particular product the consumer will prefer to purchase the product. The impulsive buying behaviour or affective consumer behaviour is result of the response towards particular stimuli is the feature of a particular situation in which the emotions of the consumer dominates the knowledge of the consumer in purchasing the particular product. Coca cola which is recognized as the most famous and popular brand of the world uses the most convenient way in recognizing the emotions and the impulses for purchasing the particular product by the consumers. The main difference between the affective and cognitive behaviour is the cognitive responses are mainly influenced by the experience, rational thinking and remembrance and are the outcome of the process of judging Whereas the affective responses are the outcome of the experienced and emotional state of feelings that influences the senses and the promptness of the consumer in buying the particular product without analyzing much about the particular product (Youn & Faber, 2000). Question 2 The effect on the actual behaviour in the context of the consumer behaviour in buying a particular product is influenced by planned purchase and impulse purchase. The impulse buying behaviour of the consumer is the result of the affect and cognition. The impulse buying behaviour of the consumer is mainly influenced by the feelings of pleasure and excitement in purchasing the particular product and the buying or purchasing behaviour of the consumer is mainly sudden and unplanned. The impulse buying behaviour of the consumer is mainly influenced by the emotional shopping situation .Impulse buying behaviour of the consumer is influenced by the personality of the consumers (Bettman and Zins, 2007). For example the buying behaviour of the consumer in purchasing coca cola is affected and influenced by emotion. Coca cola is being consumed by the consumers of all ages. The more satisfaction the consumer is by consuming the product the more is the chance or probability of the consumer in purchasing the product. The repetition in the purchase of the product will increase the probability of the consumer to become loyal towards the product. The planned behaviour includes gathering of all related information before buying the particular product. For example when the consumer attempts or makes purchase through online the consumer makes research and investigation about the particular product that the consumer decides to consume. The internet is recognized as a source in which rich and important information is being provided to the consumers and the consumer attempts or provides more effort in sorting and collecting more information before buying the particular product (Wood, 2005). The theory of the planned behaviour is applied or used in understanding the product. The planned behaviour of the consumer in buying a particular product is influenced by the behavioural belief which includes the subjective and normative norms. Figure 2: Theory of planned behaviour (Cheryl and Thuhang, 2007) The theory of the planned behaviour resembles reasoning which includes deliberative and analytical processing of information and data for purchasing the particular product. The theory of planned behaviour is mainly based on the process of decision making regarding risk behaviour that segregates the reactive and planned behaviour. The theory of planned behaviour induces the consumer in thinking and analyzing carefully about the product before purchasing the product. The attitude of the planned behaviour and impulse purchase do not have the same affect on the actual behaviour as planned behaviour of the consumer while purchasing a particular product includes and deals with analyzing and collection of relevant information before purchasing the particular product whereas the impulse purchase is related to buying or purchasing a particular product that is driven by interest and emotions (Meldrum and McDonald, 2007). Question 3 The role of involvement of the marketer in influencing the actual behaviour of the consumers is towards the consumer affect and cognition, consumer behaviour and consumer environment. The marketer is required and expected to understand the buying behaviour of the consumers and the decision making process and involvement of the consumer in purchasing a particular product. The marketer is required to concentrate on the aspects such as the requirement and the urge of the consumer in purchasing the product, the elements and the factors that will influence the behaviour of the consumer in purchasing the product. Consumer buying behaviour can defined as the buying behaviour of the final and ultimate consumers. The marketer is required to understand and analyze the important factors for understanding the consumer behaviour such as personal, social and psychological factors (Churchill and Iacobucci, 2005). The psychological factor mainly includes the need of the consumers which includes the physiological, safety, love and belongingness, esteem and self actualization needs of the consumer which influences significantly in the consumer buying process. The social factors mainly includes the stages involved in the family life cycle of the consumers and the personal factors of the consumer in purchasing the product includes the demographic factors such as race, age and sex of the consumers. The decision making process includes buying behaviour of the consumers that is involved in problem solving task of the consumers. The marketer is required to analyze the situation in which the consumers makes decision and analyze the conditions and involvement of the consumers in making decision (Kotler and Keller, 2006). The marketer is required to focus on the proper advertisement of the product and emphasize that the product that is consumed by the mass population generally transfers or communicates a message to its potential consumers that draws a positive energy positive mood, excitement and sentiments of the consumers which compels the consumers in purchasing and consuming the product. For example in case of coca cola it can be observed that the radiant red colour of the bottle, the name and popularity of the company and the slogan of the product in various advertisement and commercials increases the brand value and the number of the consumers consuming the product. The promotional campaigns adopted by the marketers also insist and compels the consumers in purchasing the product. The marketer is required to emphasize on the integrated marketing communication and the affective, cognitive and behavioural aspect for understanding the behaviour of the consumer in purchasing the product (Deshpande, 2009). The multiple fact of the consumer behaviour explains that the consumer decision making process involves a complex process therefore the various psychological aspects of the consumers are required to be taken into consideration for analyzing the purchase decision of the consumers. The problem solving perspective of the consumers includes the involvement of the consumer for gathering more information within a limited period of time about a particular product and the engagement or desire of the consumer in purchasing the particular product (Fifield, 2007). Conclusion The integrated marketing communication mainly influences the decision making process of the consumer. The impulse buying behaviour and the affective component in the buying behaviour of the consumer is mainly influenced by the emotions of the consumer in buying the product. Affective and the cognitive behaviour is very significant factor in the process of shopping and it requires special attention. In case of the affective component the moods, sentiments, interest of the consumer is taken into consideration for analyzing and understanding the buying behaviour of the consumer. The consumer before making the actual purchase is required to inform, think and decide about the product which is required for purchasing high price product. Therefore it can be concluded that affective component is concerned with excitement and pleasure of the consumer in purchasing the particular product. It is revealed that the impulse buying of the consumer is mainly concerned with affective component of buying behaviour which is guided by emotions and excitement of the consumers. Therefore the affective component is influenced by the emotions of the consumers. The marketer is required to focus on the emotional shopping environment and the application of the affective and cognitive components or elements in marketing campaigns. References Alba, J.W. and Hutchinson, J.W., 2008. Dimensions of Consumer Expertise. Journal of Consumer Research, 20(3), pp. 323-356. Bettman, J. R., and Zins, M.A., 2007. Constructive Processes in Consumer Choice. 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