Consumer Behaviour
Consumer behavior is the analysis of people, groups, or institutions as well as all operations relating to products and facilities purchased, utilized, and disposed of, including emotional, mental, and behavioral reactions to customers prior to or following such operations. In the 1940s and 50s, consumer behavior became a separate marketing discipline. Consumer behaviour’s social science is interdisciplinary and combines psychological, sociological, societal, anthropological, ethnographical, marketing and economic aspects in particular behavioral economics.
The analysis of consumer behaviour, from pre buy operations to post-buy usage, assessment and disposal operations, addresses all elements of buy behaviour. All individuals engaged in buying choices and consumer operations, including brand influencers and opinion leaders, immediately or indirectly. It also concerns. Studies have shown that even for professionals in the sector, consumer behavior is hard to forecast. Nevertheless, fresh techniques of studies such as ethnography and consumer neuroscience shed fresh light on how customers decide.
Consumer Behaviour Consumer behavior analysis people groups institutions operations relating products facilities purchased utilized disposed including emotional mental behavioral reactions customers prior operations 1940s 50s consumer behavior separate marketing discipline Consumer behaviour social science interdisciplinary combines psychological sociological societal anthropological ethnographical marketing economic aspects behavioral economics The analysis consumer behaviour pre buy operations post buy usage assessment disposal operations addresses elements buy behaviour All individuals engaged buying choices consumer operations including brand influencers opinion leaders indirectly concerns Studies professionals sector consumer behavior hard forecast Nevertheless fresh techniques studies ethnography consumer neuroscience fresh light customers decide Consumer behaviour study individuals groups organizations activities purchase disposal goods services including consumer emotional mental behavioural responses precede follow activities Consumer behaviour emerged 1940s 50s distinct discipline marketing area Consumer behaviour inter disciplinary social science blends elements psychology sociology social anthropology anthropology ethnography marketing economics behavioural economics examines emotions attitudes preferences affect buying behaviour Characteristics individual consumers demographics personality lifestyles behavioural variables usage rates usage occasion loyalty brand advocacy willingness provide referrals attempt understand people consumption investigated formal studies consumer behaviour The study consumer behaviour investigates influences consumer groups family friends sports reference groups society general The study consumer behaviour concerned aspects purchasing behaviour pre purchase activities post purchase consumption evaluation disposal activities concerned persons involved indirectly purchasing decisions consumption activities including brand influencers opinion leaders Research consumer behaviour difficult predict experts field However methods ethnography consumer neuroscience shedding light consumers decisions Customer relationship management CRM databases asset analysis customer behaviour The voluminous data produced databases enables detailed examination behavioural factors contribute customer purchase intentions consumer retention loyalty behavioural intentions willingness provide positive referrals brand advocates engage customer citizenship activities Databases assist market segmentation behavioural segmentation developing loyalty segments develop tightly targeted customized marketing strategies basis Also relationship marketing 1940s marketing dominated called classical schools thought highly descriptive relied heavily case study approaches occasional interview methods 1950s reports criticised marketing lack methodological rigor failure adopt mathematically oriented behavioural science methods The stage set marketing inter disciplinary adopting consumer behaviourist perspective From 1950s marketing began shift reliance economics disciplines notably behavioural sciences including sociology anthropology clinical psychology This emphasis customer unit analysis result substantive knowledge marketing discipline including ideas opinion leadership reference groups brand loyalty Market segmentation demographic segmentation based socioeconomic status SES household life cycle fashionable With addition consumer behaviour marketing discipline exhibited increasing scientific sophistication respect theory development testing procedures early years consumer behaviour heavily influenced motivation increased understanding customers extensively consultants advertising industry discipline psychology 1920s 30s 40s 1950s marketing began adopt techniques motivation researchers including depth interviews projective techniques thematic apperception tests range qualitative quantitative methods More scholars set tools including ethnography photo elicitation techniques phenomenological interviewing Today consumer behaviour affectionately regarded discipline marketing included unit study undergraduate marketing programs The Science Consumer BehaviorAccording Society Consumer Psychology Division American Psychological Association consumer psychology employs theoretical psychological approaches understanding consumers This field considered specialty industrial organizational psychology psychology consumer behavior psychology marketing Consumer psychologists study variety topics including How consumers choose businesses products servicesThe thought processes emotions consumer decisionsHow environmental variables friends family media culture influence buying decisionsWhat motivates people choose product anotherHow personal factors individual differences affect people buying choicesWhat marketers effectively reach target customersWhat Consumer Psychologists DoSo typical consumer psychologist These professionals play critical role helping businesses understand customers helping sellers promote market products services buyers Consumer Psychologists Help Businesses Understand Their Customers Because businesses understand consumers order develop products marketing campaigns appeal target audience consumer psychologists spend great deal time learning shoppers tick This involves figuring target audience product including gender age socioeconomic status typical shopper Next consumer psychologist researching types products marketing messages appeal types buyers Consumer Psychologists Help Develop Marketing Messages Other consumer psychologists focus social marketing ideas messages spread groups Researchers interested product public health message Learning beliefs attitudes spread groups organizations learn message encourage word mouth marketing Consumer Psychologists Conduct Research Consumer Attitudes Behaviors Consumer psychologists conduct learn buyer behavior Common methods professionals include experiments phone surveys focus groups direct observations questionnaires Chances good participated market survey life These conducted phone online direct mail survey consumers asked shopping behavior factors influenced decision making future buying plans Researchers typically gather details respondent sex age race educational history current financial situation This type researchers patterns learn buys products For survey researchers discover women ages household income 000 000 buy product service knowing designing marketing campaigns aimed target audience Consumer Behaviour ZodiacPage
