Consumer Phsychology - Essay Example

The starting point towards this is through the stimulus-response model of buyer behaviour which involves examining the marketing and other stimuli in the consumer's black box that translates into buyer responses (Kotler & Armstrong, 2001) Through ethnicity and religion, individuals acquire beliefs and attitudes which affect buying behaviour. Beliefs shape the product and brand images which either attract or repel people to buy. If some of the beliefs are wrong, sales will decline such that marketers are quick to spot any kind of misconceptions to prevent this from happening.

On the other hand, attitudes refer to the regular evaluation of an individual's feelings and tendencies such that people are put into either liking or disliking the product (Kotler & Armstrong, 2001). Even though attitudes encompass feelings or emotions, they are still different concepts because the former encompasses other concepts as well besides feelings. Moreover, attitudes are found to possess both cognitive and emotive elements (Nwankwo, 1998)). Attitudes are difficult to change such that products and services fit in the common, existing emotions rather than change attitudes.

Religious groups also provide important influences on consumer behavior. Many Seventh Day Adventists limit their purchases of meat and are targets for vegetable-based foods. The Jewish subculture desires products with kosher certification as do other subcultures who prefer to buy kosher chicken and hot dogs. Subcultural analysis allows marketers to focus on significant market segments. Marketing to the singles market or an ethnic group must avoid stereotyping and being condescending to that group (Burton, 1996).

Analysis of the subgroup, its beliefs, values, and norms can help marketers develop appropriate strategies and seek out market opportunities. Although the singles market overlaps inasmuch as some singles are elderly, the focus can be directed to those people who are under the age of forty. Attention to this market is important because their distinctive lifestyles qualify them as a substantial subcultural group. The consumer may use extended, limited, or routine decision making. Extended consumer decision making occurs when considerable time is expended on information search and evaluation of alternatives (Delener, 1994).

When purchases are made infrequently and the consumer has little experience with the product, extended decision making is likely to take place. Limited consumer decision makingUK Consumer BehaviorToday's UK market is characterised by highly competitive organisations which are all vying for consumer's loyalty. Firms are faced with the challenge to maintain their own competitive edge to be able to survive and be successful (Lindridge, 2005). Strategies are carefully planned and executed to gain the ultimate goal of all: company growth.

However, external factors are not the only elements which influence growth. There are also internal factors, components working within the organisation which shape the direction of the company. Despite the economic and technological conditions that make it possible now to promote products and services in a larger consumer market, there are other factors that still need to be considered for a business organisation reach out easier to their target market. Looking into the characteristics and