Before understanding consumer behaviour let us first go through few more terminologies. Indifference curves 510 slope of indifference curves. This study will briefly examine hoe consumer behaviour theories and models could. While these alternative concepts prevailed during different historical time frames, they are not restricted to those periods and are still practised by some firms today. 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. These behaviours can be affected by multiple factors. Consumer behavior theory and marketing strategy video. Define what theory is and identify two key types of social and behavioral science theory that are relevant to public health interventions. Consumer behaviour refers to the psychological process that leads to a consumers decision to buy a product or service offering. 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. Concepts and theories regarding the behavior of the. Consumer behaviour or the buyer behaviour is referred to the behaviour that is displayed by the individual while they are buying, consuming or disposing any particular product or services. The study of the behavior of the consumer is vital for an enterprise in the motivation of the. In the chapter on consumer behaviour in the first edition of marketing theory three main periods were.
Consumer psychology deals with the way individuals or. The discipline of consumer behaviour has borrowed from economics, psychology, sociology, cultural anthropology and other diverse disciplines. Consumer behaviour emerged in the 1940s and 50s as a distinct subdiscipline in the marketing area. The impact of consumer behavior on society is also of relevance. Introduction to theory of consumer behaviour ca cpt cs. This slides explains the concepts of consumer behavior and relations. What are the different types of consumer behavior theories.
This assignment is rewarding in terms of building your knowledge of marketing and consumer behaviour theoriesconcepts. Marginal rate of consumer substitution mrcs absolute slope of the indifference curve may be different at every point along the curve. The different theories on consumer behavior and the relevant research conducted on the understanding of the consumer behavior. What are the consumer behaviour concepts in marketing. Definition, consumer behaviour theory, factors affecting consumer behaviour, psychology of marketing, consumer behaviour case study definition. 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. Lecture 2 theories and models of consumer behavior 1. Munich personal repec archive concepts and theories regarding the behavior of the consumer of products. Example tom might purchase a tricycle for his son or mike. The essential component of human behavior, the consumers behavior restrictively, reflects peoples conduct when it comes to buying and or consuming material goods and services. The overall purpose of this assignment is to help you build your understanding of the consumer and how an.
Consumer behavior concepts and their application 1. Define consumer behavior and how it affects marketing strategy apply the four ps to any purchasing decision made by a consumer to unlock this lesson you must be a member. The theory of consumer behavior considers how a consumer uses his income in order to accomplish the most astounding fulfillment or utility. Introduction to theory of consumer behaviour, learn theory of consumer behaviour, what is marginal utility. Consumer behaviour is an interdisciplinary science. Consumer behaviour and marketing action learning objectives after studying this chapter, you will be able to understand. Consumer behavior i about the tutorial consumer behavior is about the approach of how people buy and the use merchandise and services.
These theories and concepts enhance further understanding as to why people participate in different environmentally influencing behaviors. The model draws heavily on learning theory concepts loudon anddella bitta. Concepts of consumer behavior marketing consumer behaviour. Theories of consumer behavior are a natural extension of human behavior theories. Social and behavioral theories the office of behavioral. From a marketing perspective, consumer behaviour most probably became an important field of study with the development of the socalled marketing concept. During past three decades many consumer behavior theories and models have. The application of the equity concept of consumer behavior may be restricted to some aspects of applying consumer behaviour theory and grand. At large, it comprises the entire conduct of the final user of material and immaterial goods.
Although consumer behaviour cb is one of the most researched areas in the. This article looks and consumer behaviour in general and also examines the various theories and models that are available to understand consumer behaviour. Defining a model of consumer behavior it is an attempt to structure the internal and external factors that affect the decision making process predicting consumers behavior sales of new products choosing the optimal location selection of the media mix. Approaches and models while behavioural research still contributes to our understanding of human behaviour, it is now widely recognised as being only part of any possible full explanation. Any individual who purchases goods and services from the market for hisher enduse is called a consumer. Consumer behavioror how people buy and use goods and servicesis a rich field of psychological research, particularly for companies trying to sell products to as many potential customers as. 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. The theories of reasoned action and planned behaviour, whicharebasedontheexpectancyvaluemodelofattitudesfishbein,1963,areexamplesof current. Four theories stand out as influential for marketers.
Consumer buying behaviour refers to the buying behaviour of the ultimate consumer. Consumer behavior is about the approach of how people buy and the use merchandise and services. In simpler words a consumer is one who consumes goods and services available in the market. Second, the theory highlights the importance of moving. This utility maximization conduct of the consumer is liable to the demand forced by his constrained income and the prices of the different things he wishes to expend. Consumer behavior theories are used by businesses in order to optimize their selling and marketing strategies. For example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for. The decision making is basically depend on two important aspects. Consumer behavior involves services and ideas as well as tangible products.
Pdf a study of theories on consumer behavior researchgate. The essential component of human behavior, the consumers behavior restrictively, reflects peoples conduct when it comes to buying and or. This concept has been adopted and tested across several tourists destination. Theories of consumer behavior and methodology applied in. Theories and concepts for human behavior in environmental.
These theories tend to concentrate on how consumers spend money, what causes them to spend more money, and how the spending of consumer money should impact the planning and strategies practiced by businesses. The different theories on consumer behavior and the. Read this article to learn about the nature, theories, personal values and life style concept of personality of a consumer. Munich personal repec archive concepts and theories regarding the behavior of. After the understanding of the consumer behavior, the different. In consumer studies, personality is defined as consistent responses to environmental stimuli or we can also say patterns. Motivationneed theories and consumer behavior by w. Doc consumer behaviour theories and models ravimohan. The object to study the consumer behaviour and decision making is to examine the role of determinates that influence the final decision of consumer. Concepts, influences and opportunities article pdf available in current issues in tourism 1710. Concepts and theories regarding the behavior of the consumer of products and services cecilia irina rabontu lect. 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. Learn vocabulary, terms, and more with flashcards, games, and other study tools.
Consumer theory mark dean lecture notes for fall 2009 introductory microeconomics brown university 1introduction in this section of the course we will examine the standard methods that economists use to model the behavior of consumers. Consumer behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas. The first approach is the marginal utility or cardinalist approach. It is however evident, that no single theory, gives a perfect explanation of the complete interactions and relationships among variables influencing human behavior in environmental preservation. Fred van motivationneed theories and consumer behavior. The definitions provided above should provide sufficient clarity on the concept of consumer behaviour. 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.
These concepts were created to help understand consumer perception and the ideas. Firms marketing effort sociocultural environment need recognition prepurchase search evaluation of alternatives experience purchase post purchase evaluation input process output external influences consumer decision making post decision behaviour psychological factors consumer. 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. Four consumer behavior theories every marketer should know. She is a key member of a team exploring how technology can be. The justifications and explanation was based on available consumer decision making theories, buying behaviour model. Information processing will be both stimulus driven and concept driven moital. Keywords consumer behaviour, consumer behaviour models, cognitive approach to models of.
Pdf the different theories on consumer behavior and the relevant research conducted on the understanding of the consumer behavior. Bluntly speaking, these assumptions or conclusions are also consumer behavior theories. Consumer behavior theories are also assumptions or conclusions about how consumers behave or may behave. There are two main approaches to the of consumer behavior of demand. 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. By a consumer we mean a person who has the opportunity to buy. Understanding consumer behavior will assist business entities to be more practical at selling, designing, development of products or services, and every other different initiative that impacts their customers. Concepts of consumer behavior free download as powerpoint presentation.
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