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. Role of behaviour theories in framing marketing strategies. Articles on consumer behaviour management study guide. Consumer behaviour is very important to understand what influences the buying decisions of the consumers and why does it so. Consumer buying behaviour refers to the buying behaviour of the ultimate consumer. Consumer behaviour involves both individual and group processes. A model is an attempt to diagram the elements and relationship among the. Pioneer models of consumer behavior had one simple primary objective that was a systematic and indepth understanding of buying processes howard, 1994. Keywords consumer behaviour, consumer behaviour models, cognitive approach to models of. Doc consumer behaviour theories and models ravimohan. 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. Consumer behavior theories predict how consumers make purchasing decisions and show marketers how best to capitalize on predictable behaviors.
The theoretical framework of this study was based on consumer behaviour theories from various authors. 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. Food products with nutrition and health claims becici 12 october, 2009. Theories of consumer behavior are a natural extension of human behavior theories. Psychological factors influencing consumer behaviour instructor janne peltoniemi pages 46 supervisor birgitta niemi learning, and attitude and behaviour change. Munich personal repec archive concepts and theories regarding the behavior of the consumer of products.
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. Motivation is the activation or energization of goaloriented behavior. But, realistically, consumer behavior theories are developed in a more formal and structured way. 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. Everything you need to know about the models of consumer behaviour. 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. Consumer buyer behaviour definition research methodology. For example according to kotler and keller 2009 cultural, social and personal factors affect consumer behaviour and. Scientific method, as used in physical or natural sciences is used today by consumer behavior researchers in theory building. This study will briefly examine hoe consumer behaviour theories and models. 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. Buying behaviour, this papers aim is to provide an indepth elucidation of the many aspects that influence consumer behaviour. The role of ecommerce on consumer behaviour introduction in view of increasing levels of ecommerce activity by retailers, it still remains uncertain how.
Introduction the relevance of consumer behaviour to the profession of marketing is a fundamental one. The psychodynamic approach to the study of consumer behaviour is largely based around the ideas and theories of sigmund freud backhaus et al. Pdf a study of theories on consumer behavior researchgate. Buying behavior is the decision processes and acts of people involved in buying and using products. This article critiques the economic, symbolic and consumer culture perspectives of consumption and their impact on the strategies pursued by the marketers. Planned behaviour theory of online consumer behaviour kautonen et al. From the very early times, efforts were made to explain the motivational processes that influence buying behavior.
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. 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. All social sciences have contributed separate theories and tried to find out. Consumer behavior theories from the very early times, efforts were made to explain the motivational processes that influence buying behavior. Four consumer behavior theories every marketer should know. She is a key member of a team exploring how technology can be. 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. Theories of consumer behavior and methodology applied in. 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. Bluntly speaking, these assumptions or conclusions are also consumer behavior theories. 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. Keywords smartphones, technology, perception, lifestyle i. The buying decision process and types of buying decision. While many of the theories of consumer behavior focus on rational action, hawkins stern believed heavily in the idea of impulse behavior.
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. Approaches to consumer behaviour researchmethodology. It is really important for marketers to understand what prompts a consumer to purchase a particular product and what stops then from buying it. 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.
For understanding consumer behaviour, implementation of consumer behaviour theories and verification of applications of such theories is necessary. Consumer buying behavior refers to the buying behavior of the ultimate consumer. 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. 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.
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. Motivation is the driving force within individuals that impels them to action. 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. This paper discusses about the consumer buying behavior and their decision making process, during consumption.
Internet has become a key platform to create a globally interconnected network of business. 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. Before addressing models of consumer behaviour in section 2. Four theories stand out as influential for marketers. Theory of buyer behaviour howard andsheth 1969 and the consumer decision. 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. The base research in consumer behavior lays foundation for quantitative. Factors affecting the online buying behaviour of millennials and gen z. Consumer behavior theories are also assumptions or conclusions about how consumers behave or may behave. The final dimension, temporal, refers to the time between a consumers first thinking about buying the product and the actual purchase itself. Let us understand the effect of psychological factors on consumer behaviour. 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. Consumer behaviour deals with the study of buying behaviour of consumers.
An overview of online consumer behaviour theory and model. 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. The behavior that consumers display in searching for, purchasing, using, evaluating, and. This article looks and consumer behaviour in general and also examines the various theories and models that are available to understand consumer behaviour. The study of consumers buying behavior and consumer.
The object to study the consumer behaviour and decision making is to examine the role of determinates that influence the final decision of consumer. Many factors, specificities and characteristics influence the individual in what he is and the consumer in his. 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. 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.
Pdf consumer buying behavioran overview of theory and. She is a key member of a team exploring how technology can be used to enhance the student learning experience. Understanding consumer buying behaviour is the key secret to reaching and engaging your clients, and convert them to purchase from you. The internal research refers to the mental process of researching the information stocked in the memory, actively or passively. 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. The justifications and explanation was based on available consumer decision making theories, buying behaviour model and deep study of selected determinant learning. The justifications and explanation was based on available consumer decision making theories, buying behaviour model. 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. Alternatively we can say, the consumer is indifferent between a and b. Balaure marketing marketer publishing house, bucharest, 1992.
Consumer behaviour emerged in the 1940s and 50s as a distinct subdiscipline in the marketing area. Economic model in consumer behaviour courses with reference manuals and examples pdf. The study of consumers buying behavior and consumer satisfaction in beverages industry in tainan, taiwan. Studying consumer behaviour also helps marketers decide how to present their products in a way that generates maximum impact on consumers. Female buying behaviour related to facial skin care products. Stern argued that sudden buying impulses fit alongside rational purchasing decisions to paint a complete picture of the average consumer. The term is generally used for humans but, theoretically, it can also be used to describe the causes for animal behavior as well. Marginal rate of consumer substitution mrcs absolute slope of the indifference curve may be different at every point along the curve. Economic model in consumer behaviour tutorial 15 april. The aim of this article is to explore different online consumer behaviour theory. Pdf most of the theories of consumer buying decisionmaking assume that the consumers purchase decision process consists of several steps.
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 and marketing action learning objectives after studying this chapter, you will be able to understand. If marketing concerns itself with consumer satisfaction at a profit then obviously the. The science of marketing developed from other disciplines such as psychology, sociology, social psychology, anthropology and economics. At large, it comprises the entire conduct of the final user of material and immaterial. However, it may vary from product to services but all the customers pass through similar process. 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 decision making is basically depend on two important aspects. 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.
106 667 830 762 1478 1163 548 170 637 169 278 758 75 1016 754 1352 50 1340 792 45 1272 1296 30 419 340 1337 422 680 918 218 189