CONSUMER BEHAVIOR
Consumers
buy marketing materials to satisfy their own personal desires, wants, and
requirements or a genuine individual with spending power well to fulfill our
goals or needs. Such desires and needs while getting certain things for free
and paying for others we have the ability to succeed.
Marketing
revolves around people. As a result, understanding human beings is marketing.
vital for comprehension 'To be a matador, it is vital to know how a bull would
react to which effect,' says a Spanish proverb. In marketing, it's the same. A
consumer must know how to react to a product in order to be a successful
marketer.
Consumer
behavior encompasses all actions relating to how customers choose, utilize, and
dispose of products and services, as well as their emotional, mental, and
behavioral responses. It is a dynamic that combines principles from a variety
of fields, including psychology, biology, chemistry, and economics.
Consumer Behavior Characteristics
Many social and
psychological factors are present in consumer behavior. Some of them are listed
below;
·
Consumer behavior is a dynamic process
·
Consumer behavior is the sum of many
activities.
·
Consumer behavior differs in timing.
·
Consumer behavior deals with different
roles.
·
Consumer behavior can be affected by
environmental factors.
·
Consumer behavior differs for different
people.
Factors Influencing Consumer Behavior
During the
decision-making process, the consumer is influenced by a number of factors.
1) Psychological Factors
Learning:
Learning
is a change in behavior brought about by experience. Repetition is the only way
to learn. Learned behaviors are irreversible. is taking place.
Motivation:
It is an internal factor that activates people and directs them to a goal. In
other terms, the motive might be defined as the aroused need. The terms
"need" and "request" are not interchangeable. For example,
it is a desire to quench thirst with soda rather than water. Hearing, touching,
and smelling an object, an event, or an action is known as perception. The
strength of detection is not always the same. For example, when going on
vacation, the perception of a person who does not travel with a person of the
sunscreen advertisement on television is different.
Attitude:
refers to a person's favorable or negative feelings toward a notion, an item,
or a symbol. It's a method of expressing emotions. It also influences
relationships with the environment because of the individual's past
experiences. Attitudes are difficult to change. Each person is unique.
Their
perspectives on the product differ significantly. Consider a consumer's
product. If there is a negative attitude toward him, he is permitted to be used
and taken by others. It might try to prevent it by influencing and discouraging
other customers.
Personality
is what sets a person apart from others, and it encompasses all of his inner
and outer aspects as a unique system including the characteristics of.
Clothing, for example, is associated with people's personalities, as are things
such as shoes, phones, gifts, and automobiles. are connected and reflect their
personalities.
2)
Socio-Cultural
Factors
Knowledge,
faith, art, morals, law, customs and traditions, and any other dexterity and
ability acquired by man as a member of society are referred to as culture and
subculture. Culture refers to everything that involves habits. Subcultures are
differences within a culture.
For
marketers, culture and subculture are especially crucial. A snail from the
'Muslim quarter' has already arrived. The expression "can't be sold"
also emphasizes the importance of culture in marketing shows. For example, it
has been observed that people living close to each other or in the same places
have similar products.
Family:
A group of two or more people who live together because of blood ties or
marriage. A social group made up of more than one individual might be
classified as it. The woman, for example, works from home has an impact on
the products that are eaten. For women, the dishwasher is more efficient in
terms of saving time. It is highly recommended, or the family's
eating habits may be more than the family's.
Lifestyle:
A person's activities, interests, and ideals combined to form a lifestyle. It
is the human person interacting with his environment and the model of life
expressed. lifestyle, culture, and demographics variables like socioeconomic
class and family influence it.
Social Class:
The structure is defined by having the same social prestige, tight
relationships with one another, and a social group of people with comparable
behavioral expectations. If you know something about a person's social status,
you can better predict his conduct.
Reference Groups:
In a consumer's thoughts, feelings, and behaviors, there are reference groups.
It is the individuals or groups that it uses as a metric. Marketers, for
example, use celebrities and artists in their commercials. regarding a product.
When a customer has no understanding, he is more likely to follow an example.
3) Personal Factors
Gender:
Men and women have different shopping tendencies and demand different things.
Age:
A person's wishes and needs vary depending on where they are in their life
cycle shows. For example, while the toy he purchases is essential to a
5-year-old child, the phone he purchases may be more important to a
20-year-old.
Education:
At different levels of work and education, consumers have distinct demands and
wants. It could be something else entirely.
Income:
A person's economic status is determined by his or her income. A individual
with higher purchasing power, for example, may be able to spend more freely.
Demand is also created through purchasing power.
Role and Status: A
person's role is one of the tasks that they are required to complete. Each role
also has a status.
Consumer Purchasing Process
·
Information Gathering
·
Evaluation
·
Whether to buy or not
·
Post-purchase evaluation
· Recognition
Author: Genar Demirkan
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