Consumer behviour and culture

Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the actions of the consumers in the marketplace and the underlying motives for those actions.

Consumer behviour and culture

What is Consumer Behaviour ?

History of marketing thought In the s and 50s, marketing was dominated by the so-called classical schools of thought which were highly descriptive and relied heavily on case study approaches with only occasional use of interview methods.

At the end of the s, two important reports criticised marketing for its lack of methodological rigor, especially the failure to adopt mathematically-oriented behavioural science research methods.

From the s, marketing began to shift is reliance away from economics and towards other disciplines, notably the behavioural sciences, including sociologyanthropology and clinical psychology. This resulted in a new emphasis on the customer as a unit of analysis.

As a result, new substantive knowledge was added to the marketing discipline — including such ideas as opinion leadership, reference groups and brand loyalty. Market segmentationespecially demographic segmentation based on socioeconomic status SES index and household life-cycle, also became fashionable.

With the addition of consumer behaviour, the marketing discipline exhibited increasing scientific sophistication with respect to theory development and testing procedures.

By the s, marketing began to adopt techniques used by motivation researchers including depth interviews, projective techniques, thematic apperception tests and a range of qualitative and quantitative research methods. Definition and explanation[ edit ] Consumer behaviour entails "all 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.

Consumer behaviour is concerned with: As a field of study, consumer behaviour is an applied social science.

Consumer behaviour analysis is the "use of behaviour principles, usually gained experimentally, to interpret human economic consumption. Understanding purchasing and consumption behaviour is a key challenge for marketers.

Consumer behaviour, in its broadest sense, is concerned with understanding both how purchase decisions are made and how products or services are consumed or experienced.

Consumers are active decision-makers. They decide what to purchase, often based on their disposable income or budget. They may change their preferences related to their budget and a range of other factors. Some purchase decisions are made by groups such as families, households or businesses while others are made by individuals.

When a purchase decision is made by a small group, such as a household, different members of the group may become involved at different stages of the decision process and may perform different roles.

For example, one person may suggest the purchase category, another may search for product-related information while yet another may physically go to the store, buy the product and transport it home.

Consumer behviour and culture

It is customary to think about the types of decision roles; such as: In a family unit, the adult female often makes brand choices on behalf of the entire household, while children can be important influencers The Initiator the person who proposes a brand or product for consideration something in return ; The Influencer someone who recommends a given brand; The Decider the person who makes the ultimate purchase decision; The Purchaser the one who orders or physically buys it; The User the person who uses or consumes the product.

The importance of children as influencers in a wide range of purchase contexts should never be underestimated and the phenomenon is known as pester power.Culture effects what people buy, how they buy and when they buy.

Understanding Consumer Buying Behavior offers consumers greater satisfaction (Utility). We must assume that the company has adopted the Marketing . Influence of Culture on consumer behavior While there are a large number of areas where the individual is conditioned by his culture, for our study we will focus on certain areas where his consumer behavior comes influence.5/5(8).

Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants.

It refers to the actions of the consumers in the marketplace and the underlying motives for those actions. Marketers expect. 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.

Consumer behaviour emerged in the s and 50s as a distinct sub. Cultural Factors, culture, subculture and social class to be examined under three headings (Durmaz and Jablonski, 56). a) Culture Culture is the essential character of a society The Influence of Cultural Factors on Consumer Buying Behaviour and an Application in Turkey b) Methodsand Sample.

Consumer Behviour and Culture. Topics: Culture, Sociology, The Culture Pages: 42 ( words) Published: October 23, THE INFLUENCE OF CULTURE ON CONSUMER BEHAVIOR The study of culture is a challenging undertaking because its primary focus is on the broadest component of social behavior - an entire society In contrast to the psychologist.

Cultural Factors affecting Consumer Behaviour