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An endless and diverse field of research and applications, consumer behavior considers such areas as buying decision-making, internal influences, and external influences on the consumer. An understanding of consumer behavior can lead to improved marketing strategies on the part of firms and organizations, and can also lead to improved public policy.
Consumer Behavior Overview In marketing, consumer behavior is the study of the acquisition, consumption, use, and disposal of products, services, experiences, or ideas, by consumers. When considered in greater depth, consumer behavior can be defined as the study of how and when individuals, groups and organizations select, purchase, use and dispose of products, services, experiences or ideas to satisfy their needs.
It also involves the study of why consumption decisions are made. In addition, consumer behavior looks at the impacts that the processes of selection, purchasing, use, and disposal have on consumers and on society.
Consumer behavior studies the characteristics of individual consumers, by looking at variables such as demographics, psychographics and behavior, in an attempt to understand the consumer and his or her world. Demographics include factors such as race, age, income, mobility travel time to work or number of vehicles availableeducational attainment, home ownership, employment status and location.
Psychographics are attributes related to personality, values, attitudes, interests, or lifestyles. Behavioral variables include usage rate and loyalty. Consumer behavior also tries to assess influences on the consumer from groups such as family, friends, reference groups and society in general Perner, Consumer behavior is a subcategory of marketing that blends elements from economics, psychology, sociology, social psychology, anthropology and other sciences, such as physiological psychology, biochemistry, and genetics.
Psychology — the study of individual behavior — was one of the earliest and most extensively used fields from which concepts have been borrowed.
It has been said that the basic nature of consumer behavior is diversity: Although early related research can be traced back much further, the attempt to theorize consumer behavior began infirst looking at the type of behavioral processes consumers typically used in adopting new products; then addressing consumer problem-solving, buyer behavior, and buyer decision processes.
Subsequent research has looked into information processing of consumer choice, and the experiential consumer. Since the early s, research has been conducted in areas as wide and varied as deviant behavior, consumer perception, planned behavior, intention-behavior discrepancy, environmentally responsible behavior, consumer judgment, attitudes, dependence, international and cross-cultural consumer behavior, impulsive buying, personality-behavior relationships, the role of imagery, and social and political marketing issues.
Applications Behavior occurs either for an individual on his or her own; for an individual in the context of a group where others in the group influence how a person behaves ; or for an organization where people on the job make decisions as to which products the firm should use.
The study of consumer behavior attempts to understand the buyer decision making process for individuals, groups and organizations.
Consumer decision making comes about as an attempt to solve consumer problems, both major and minor. A consumer buying decision process can have up to six stages. Actual purchasing is only one stage of the process, and not all decision processes may lead to a purchase.
The number of stages involved in a particular decision will depend on the degree of complexity of that decision. The six stages are: The first stage, Problem Recognition, is when a consumer becomes aware of a need. The need is manifest because there is a difference between the consumer's desired state and his or her actual condition.
The second stage is the information search. There are two types of information searches: With an internal information search, the consumer searches the information stored in his or her memory.International Journal of Scientific and Research Publications, Volume 4, Issue 9, September 1 ISSN iridis-photo-restoration.com A Study on factors influencing consumer buying behavior.
The study of consumer behavior involves elements of economics, the social sciences, and the physical sciences. An endless and diverse field of research and applications, consumer behavior.
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Submission Consumer behavior: Buying, having, and.