Economic model in consumer behaviour courses with reference manuals and examples pdf. Doc consumer behaviour theories and models ravimohan. The base research in consumer behavior lays foundation for quantitative. Mariacristiana munthiu the buying decision process and types of buying decision behaviour 29 consumers may undertake different types of research and may obtain information from several sources. For understanding consumer behaviour, implementation of consumer behaviour theories and verification of applications of such theories is necessary. The study of consumers buying behavior and consumer satisfaction in beverages industry in tainan, taiwan.
Most of the theories of consumer buying decisionmaking assume that the consumers purchase decision process consists of several steps. This study will briefly examine hoe consumer behaviour theories and models. Chapter 3 will provide clarity on the consumer decisionmaking process. The behavior that consumers display in searching for, purchasing, using, evaluating, and.
Consumer buying behavioran overview of theory and models. Role of behaviour theories in framing marketing strategies. The justifications and explanation was based on available consumer decision making theories, buying behaviour model. Understanding consumer buying behaviour is the key secret to reaching and engaging your clients, and convert them to purchase from you. The theoretical framework of this study was based on consumer behaviour theories from various authors. The buying decision process and types of buying decision. However, it may vary from product to services but all the customers pass through similar process. But, realistically, consumer behavior theories are developed in a more formal and structured way. Chapter iv theories on consumer behaviour consumer behaviour can be examined as it is a decision making process of an individual when consumer engaged in evaluating, acquiring, using or disposing goodsservices. Mariacristiana munthiu the buying decision process and types of buying decision behaviour 27 the buying decision process and types of buying decision behaviour mariacristiana munthiu sibiu alma mater university, 57 somesului st. For any two bundles of goods a and b which are identical the consumer will consider a to be at least as good as b a is weakly preferred to b. Everything you need to know about the models of consumer behaviour. While many of the theories of consumer behavior focus on rational action, hawkins stern believed heavily in the idea of impulse behavior. Consumer buyer behaviour is considered to be an inseparable part of marketing and kotler and keller 2011 state that consumer buying behaviour is the study of the ways of buying and disposing of goods, services, ideas or experiences by the individuals, groups and organizations in order to satisfy their needs and wants.
The early theories of consumer behaviour was based on economic theory which is based on the assumption that the consumer is rational in his purchases zinkhan et al. Bluntly speaking, these assumptions or conclusions are also consumer behavior theories. Consumer behaviour is more relevant than ever for todays business and marketing students, and this new text provides readers with the most uptodate tools and resources they need to pass their exams. The role of ecommerce on consumer behaviour introduction in view of increasing levels of ecommerce activity by retailers, it still remains uncertain how. Consumer behavior theories emerged as marketers started applying work to customers wants, needs and identities sigmund freuds 20 th century psychoanalytic theory of personality was a major development in the field of psychology. Consumer behavior theories are also assumptions or conclusions about how consumers behave or may behave. Consumer behavior theories predict how consumers make purchasing decisions and show marketers how best to capitalize on predictable behaviors. Models of consumer behavior as the buying process is very important in marketing, it would be ideal to have a complete idea on buyer behavior model. A model is an attempt to diagram the elements and relationship among the. Indifference curves 510 slope of indifference curves.
The aim of this article is to explore different online consumer behaviour theory. Motivation is the activation or energization of goaloriented behavior. Economic model in consumer behaviour tutorial 15 april. Psychological factors influencing consumer behaviour instructor janne peltoniemi pages 46 supervisor birgitta niemi learning, and attitude and behaviour change. Consumer behaviour is defined as all psychological social and physical behaviour of potential customers as they become aware of, evaluate, purchase, consume, and tell others about products and services. Consumer behaviour deals with the study of buying behaviour of consumers. Keywords smartphones, technology, perception, lifestyle i. Consumer behaviour is very important to understand what influences the buying decisions of the consumers and why does it so.
Motivation is the driving force within individuals that impels them to action. Consumer behaviour and marketing action learning objectives after studying this chapter, you will be able to understand. Female buying behaviour related to facial skin care products. Four consumer behavior theories every marketer should know view all blog posts under articles view all blog posts under online master of business administration marketing in the 21st century is part art and part science, and both sides place a crucial role in successful marketing. Articles on consumer behaviour management study guide. According to various theories, motivation may be rooted in the basic need to minimize physical pain and maximize pleasure, or it may include specific needs such as eating and resting, or a desired object, hobby, goal, state of being, ideal, or it may be attributed to lessapparent reasons such as altruism, morality, or avoiding mortality. To understand the various perspectives of consumption, one needs to take an approach that combines the different dimensions of consumption for economic, symbolic purposes which combines with the overall consumer culture as the zeitgeist to. Acton 2005 stated that the consumer purchase behavior is defined as consumer buying behavior which is consumed in order to meet the needs of consumers 8.
Consumer buying behavior refers to the buying behavior of the ultimate consumer. Many factors, specificities and characteristics influence the individual in what he is and the consumer in his. Though it might have seemed unreasonable, sense can be made from such a trend when you begin to investigate the types of consumer buying behavior from a psychological perspective. At large, it comprises the entire conduct of the final user of material and immaterial. Theories of consumer behavior are a natural extension of human behavior theories.
Consumer behaviour jane priest is a teaching fellow at edinburgh business school and teaches parts of the oncampus marketing course, as well as the consumer behaviour elective by distance learning. Understanding the types of consumer buying behavior. Many factors, specificities and characteristics influence the individual in what he is and the consumer in his decision making process, shopping habits, purchasing behavior, the brands he buys or the retailers he goes. Consumer behaviour is the study of how consumers make decisions about what they need, want, and desire and how do they buy, use, and dispose of goods. Buying behavior is the decision processes and acts of people involved in buying and using products. If marketing concerns itself with consumer satisfaction at a profit then obviously the. She is a key member of a team exploring how technology can be used to enhance the student learning experience. The final dimension, temporal, refers to the time between a consumers first thinking about buying the product and the actual purchase itself.
It is very important for a company to know and understand the consumers response towards different product features, prices and advertising appeals, as well as their effect on the product getting a. Consumers are more rational in their buying decisions during this period and always prefer to spend their hard earned money on basic goods than luxury goods. Studying consumer behaviour also helps marketers decide how to present their products in a way that generates maximum impact on consumers. Pdf most of the theories of consumer buying decisionmaking assume that the consumers purchase decision process consists of several steps. Food products with nutrition and health claims becici 12 october, 2009. Four consumer behavior theories every marketer should know.
Before addressing models of consumer behaviour in section 2. Balaure marketing marketer publishing house, bucharest, 1992. The justifications and explanation was based on available consumer decision making theories, buying behaviour model and deep study of selected determinant learning. Buying behaviour, this papers aim is to provide an indepth elucidation of the many aspects that influence consumer behaviour. Consumer behavior theories from the very early times, efforts were made to explain the motivational processes that influence buying behavior.
From the very early times, efforts were made to explain the motivational processes that influence buying behavior. The essential component of human behavior, the consumers behavior restrictively, reflects peoples conduct when it comes to buying and or. Let us understand the effect of psychological factors on consumer behaviour. While this evolution has been continuous, it is only since the 1950s that the notion of consumer behaviour has responded to the conception and growth of modern. This paper discusses about the consumer buying behavior and their decision making process, during consumption. This article critiques the economic, symbolic and consumer culture perspectives of consumption and their impact on the strategies pursued by the marketers.
In the same vein, consumer buying behaviour during the economic recession becomes a complex as a result f shortage of financial resource to meet all consumers needs. It is very important for a company to know and understand the consumers response towards different product features, prices and advertising appeals, as well as their effect on the product getting a competitive edge over the other products. Consumer behaviour is simple a large subset of larger field of human behaviour and an extended field of marketing attracting researchers and marketers from past few decades. The science of marketing developed from other disciplines such as psychology, sociology, social psychology, anthropology and economics.
Approaches to consumer behaviour researchmethodology. Ray wrights accessible writing style takes readers through the key concepts and theories of consumer behaviour in a lively manner, interspersed with examples from a variety of industries and. Theory of buyer behaviour howard andsheth 1969 and the consumer decision. Introduction the relevance of consumer behaviour to the profession of marketing is a fundamental one. Pdf consumer buying behavioran overview of theory and. The decision making is basically depend on two important aspects.
Consumer buying behaviour refers to the buying behaviour of the ultimate consumer. It is really important for marketers to understand what prompts a consumer to purchase a particular product and what stops then from buying it. The internal research refers to the mental process of researching the information stocked in the memory, actively or passively. Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumers emotional, mental and behavioural responses that precede or follow these activities.
Factors affecting the online buying behaviour of millennials and gen z. All social sciences have contributed separate theories and tried to find out. This article looks and consumer behaviour in general and also examines the various theories and models that are available to understand consumer behaviour. Stern argued that sudden buying impulses fit alongside rational purchasing decisions to paint a complete picture of the average consumer. Internet has become a key platform to create a globally interconnected network of business. Alternatively we can say, the consumer is indifferent between a and b.
Keywords consumer behaviour, consumer behaviour models, cognitive approach to models of. Pdf a study of theories on consumer behavior researchgate. Jul 04, 20 consumer buyer behaviour is considered to be an inseparable part of marketing and kotler and keller 2011 state that consumer buying behaviour is the study of the ways of buying and disposing of goods, services, ideas or experiences by the individuals, groups and organizations in order to satisfy their needs and wants. Marketers at every stage make such assumptions or conclusions as to how consumers may react to their offers or how the potential buyers may behave. The object to study the consumer behaviour and decision making is to examine the role of determinates that influence the final decision of consumer.
Consumer buyer behaviour definition research methodology. Consumer behaviour emerged in the 1940s and 50s as a distinct subdiscipline in the marketing area. Planned behaviour theory of online consumer behaviour kautonen et al. The study of consumers buying behavior and consumer. For example according to kotler and keller 2009 cultural, social and personal factors affect consumer behaviour and. Four theories stand out as influential for marketers. This theoretical research attempts to turn back the pages in literature, to understand the concepts and existing theories in the consumer buying behavior. Pioneer models of consumer behavior had one simple primary objective that was a systematic and indepth understanding of buying processes howard, 1994. New delhi, delhi 110096 abstract the cell phones have all qualities and features that qualify them to be called as a mini computer. Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumer s emotional, mental and behavioural responses that precede or follow these activities. Munich personal repec archive concepts and theories regarding the behavior of the consumer of products.
The psychodynamic approach to the study of consumer behaviour is largely based around the ideas and theories of sigmund freud backhaus et al. While no single theory is unifying, each one provides a unique piece of the puzzle in understanding the psychological processes of people and their patterns of consumption. Consumer behaviour involves both individual and group processes. She is a key member of a team exploring how technology can be. Theories of consumer behavior and methodology applied in. Scientific method, as used in physical or natural sciences is used today by consumer behavior researchers in theory building.
1211 556 522 1228 441 895 7 1113 1352 181 1006 1363 644 502 1054 206 476 874 1485 1319 1211 1042 1463 235 1104 824 1196 415 400 1362 360