Factors Playing a Major Role in Determining What the Consumers Would Purchase in a Given Market - Essay Example

Consumer behaviour Consumer behaviour is a contentious issue for any organization or, firm which is in for attracting large market share in the modern world. Marketing managers have a big role to play in ensuring the company’s products are sold at the right market. Stringent marketing strategies that, meet the criterion of satisfaction of consumer needs have to be carried out. However, this posses a great challenge due to the unpredictable end fate of the users who are the consumers and, have varied opinions, options, and taste about different goods and services offered unto them (Day, 1999). This paper stipulates the different consumer behaviour models and, their effects on Australian consumer. It furthers suggest marketing strategies that may be put forward to combat this scenario. Firstly, consumer behaviour is a result of psychological break through that, consumer would undertake in making various purchasing decisions pertaining their day to day problem needs (Hellier, 1999). The consumer purchases the commodities due to their underlying problems. Marketers need to identify these underlying problems that, the customer needs in order to provide the correct products and services. The consumers then will carry out research information about a given commodity. As the Sydney times denotes, most consumers are rushing to buy cars. Several instigations have to be analysed by marketers (Binney, 2011). The consumer would inquire about the advantages and disadvantages of different models of a car. The consumer may use alternative research methods such as, the internet or surveys to verify the different options. It is at this point that the marketing department has to set proper strategic planning that would attract the customer to purchase a given commodity. This may be achieved through proper advertisement of a given good or service. As a result, the consumer’s decision is influenced, and is inclined towards the given firm goals. Consequently, the marketers have to understand that the consumer’s decision would be either in a desired state or the actual state. The consumers desired state indicates what the consumer would perceive a given product or service to be. In the actual state, it arises from the past experience in which the consumers have encountered. They tend to perceive what is already there. The marketers have to build their reputation to instil a positive image in the consumer’s memory. This is because the consumer would do their research internally or externally. In the problem recognition, the type of problem has to be studied and verified on which basis it can best be achieved (Leeflang, 1975). Some problems may occur routinely, like fuel consumption in a car. Others may be of emergency issues such as the battery of a car going flat. A marketer needs to oversees such circumstances and provide necessary remedies such as; providing shop auto stores along highways which would act as a business opportunity. In addition, some problems occurring may be evolving and would need change in the system and functionality. This may be a case of a worn out vehicle that would need replacement of various parts. Planning problems need to be addressed through, educating the consumers on the duration in which they are supposed to take care of a given commodity. For instance, this may entail servicing a car that, may take place after every two weeks. The magnitude of the services and products offered has to be as a result of the research carried out to ascertain the magnitude of the problem (Wikstrom, 2008). This may be achieved through conducting qualitative market research and, surveys to come up with various factors that affect the consumer behaviours. The very first one is the cultural factor. Various societies have different culture that determines their purchasing habits. There are societies which do not believe in bargaining when they are at the shop store. This would make them to judge the price of the commodity at first mention. The marketing department has to be very keen when setting the price of these commodities for this target group. This brings the aspect of consumer involvement in deciding a particular commodity to purchase. In addition, there are some cultures that prohibit a certain community from consuming a certain product. Some cultures may prohibit individuals from taking meat. As a marketer, it would be prudent to find an appropriate alternative commodity that might substitute the forbidden one. The physiological factors also affect the way consumers purchase their commodities. This entail the way they perceive or tend to perceive certain brands of the goods and services offered. Sigmund studies indicate that most individuals would spread a bad experience they had three times more than the good experience they had. This calls for quality service delivery, as whenever there is poor service delivery, the consumers would tend to spread the news more to other consumers. In addition, human beings tend to follow a trait similar to the one exhibited by Maslow’s hierarchy of needs. Satisfaction at different levels makes an individual to try to fulfil a satisfaction of higher need. If an individual has satisfied the basic needs, the consumer would look for luxurious commodities that are associated with a higher class. Motivation also plays centre role in determining the consumers purchasing behaviour. The desire to have a nice item makes the consumer purchase certain commodities and live others. It results due to dire urge to posses something. For instance, one might have a motive to possess a bungalow at the Australian coast. In addition, consumers tend to learn from others. What a consumer experienced with a certain product would influence the way that particular consumer would purchase subsequent commodities (Ranchhold, 2007). The purchasing power may be influenced by the belief that an individual possess. An individual might always believe that Coca-Cola is much sweeter than Pepsi. This act leads to the consumer developing a fixed attitude toward a given commodity or service. Moreover, the social factors also do play a vital role in determining the consumer behaviours. A peer group that an individual belongs would determine how that consumer purchases the commodity. For instance, most working class in the Australian market purchase through their credit cards. A consumer, who by default belongs to this category, would be influenced to purchase the goods and services via the credit cards. The peers or the class may also influence the joints that they hang out. Due to their social status, they would not want to mingle with the lower class consumers. Marketers have to take this notion and, ensure the right market is targeted. These groups of consumers would always want stylish and luxurious environment. The family also may influence the purchasing behaviour. The family being the basic unit of the society plays a vital role in the determination of the goods and services. This brings the aspect of different role of husband and wives in the family. In Australian homes, most of the purchasing is done by the wife (Beckett, 2008). The children are the second ones then followed by the husband. This is according to the research carried out by the marketing association of Australia. The marketing department has to lay the strategy of ensuring most of the house hold commodities that are displayed are attractive to the women. For example, most women like bright colours. Packages that are made of bright colours would attract more female consumers as compared to the dull colours. Children would also tend to force their parents to purchase for them commodities such toys. As a marketer, there is need to adventure to put up activities that would attract the kids to accompany their parents to the shop stores. This would make them influence their parents to buy toys for them. These roles may be extended even to organizations and the clubs. These factors sums up to influence one’s purchasing behaviour. Personal factors would greatly influence the consumer behaviours of various market segments. These may include, the age of various individuals. As marketers, one should strategise to ensure the products and services are in tandem with a given market. This has to come about after a thorough research about the age population of a given region that the business is to set up. The taste of different products and services varies with age. An Australian youth would prefer a car with music system with other amenities, unlike an old generation folk who would prefer just a nice car which is economical and has safety measures. Also the clothing for the youths would have a different fashion as that compared to the older generation. The occupation which different individuals hold, also affect the way the products are purchased. The marketers have to ensure that different products and services introduced fit in the market. Taking an example, the blue collar jobs would prefers rugged clothes as their work clothes, whereas the white collar employees would prefer having business suits. Moreover the economic condition of a given individual would affect the purchasing power of a given commodity. If an individual desires a given commodity but does not have the purchasing capability, that particular item or service would not be purchased. The marketer has to ensure that where the business is being ventured is accessible to capable and willing buyers who will purchase the commodity or service. This occurrence is more pronounced when the product or service tends to be expensive. The marketers need to determine the various dimensions of different consumers. This is a result of different lifestyles conditions that are exhibited. These ranges from the hobbies of different individual’s, up to the fashion and different recreation services that an individual prefers (Neal, 1999). At times different consumers have varied opinions about themselves that render them to be inclined in purchasing various items. They might also perceive different business as better as compared to others due to their opinions that might have generated from the previous experiences. The personality of a consumer can lead to one purchasing a different commodity and neglecting a certain one. This arise as fact of build psychological trait that enables one to associate with a given standard or class. In conclusion, these entire factors play a major role in determining what the consumers would purchase in a given market. The marketing department has to lay down stringent marketing strategies, on how to achieve the sole purpose of any business which is to get the largest market share (Koharick, 2009). The marketers have to ensure their brands put aside are appealing to the consumers and would attract a large market share. In addition in order to protect their commodities firms, may resort into patenting their products so as to keep the competitors at bay. The key important aspect is to ensure that the customers realize their needs and, are inclined to purchase them. When a marketer educates the consumers on the importance of certain commodity, they will be more than willing to purchase. 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