Definition of Consumer Behaviour-Free-Samples-Myassignmenthelp

Questions: 1.Defining Consumer Behaviour. 2.Examples of Consumer Behaviour Decision process. 3.Incorporate Consumer Behaviour theory and assess against own student behaviour. Answers: 1.Definition of consumer behaviour According to Solomon (2014), consumer behaviour is the method in which the individual customers, groups and organisations purchase products that satisfy the needs and wants. It blends with social science that identifies the mentality of the people in the psychological, sociological and philosophical manner. It takes into account the characteristics of people depending upon the mentality, demographic factors, social status and the reputation of the brand. Consumer behaviour can be related to the different aspects that are involved in the purchasing behaviour of the consumers. The chain follows the pre-purchasing considerations of the customers and continues to the post-purchase of the product. In this regard, Klckner (2013) stated that the purchase activities of a consumer undergo various stages that are interlinked with one another. The responses given by the customers in terms of purchasing the products include emotional, mental as well as behavioural aspects of the consumers. Hence , consumer behaviour decision process can be analysed in order to understand the factors that determine the behaviour of the consumers in purchasing a product. 2.Examples of consumer behaviour decision process The consumer behaviour decision process involves five stages that are essential in order to purchase a product. These stages are the results of the psychological mindset of the consumer that acts in an involuntary manner before being sure about the purchase of a particular product (Pao, Alves Shiel, 2013). The five stages include: Need- This is the most important factor as it leads to the purchase of the products. It is seen that a customer purchase a particular product depending upon the social status and the condition required for purchasing a product. For example, people of high society tend to purchase expensive products in order to maintain the social status. This is a form of need that signifies the psychology of maintaining dominance in the society. Searching- This involves gathering information about a product. After understanding the need for the product, customers tend to find out more information about the product. This information includes cost, compatibility and the responses of other users of the product. Information can be acquired via various websites, newspaper and other sources of media. Evaluation of alternatives- At this stage customer tends to analyse the different types of products with similar characteristics. The search of alternatives is usually done in order to find a better deal of the same product. These alternatives include costs of the product, quality of the products and the brand that is selling the product (Holman, 2016). This information helps to choose the best option for the products. Purchase- This is penultimate stage in which the customers ultimately purchase the products. This stage is the result of all the above stages in which the customers make a total analysis of the products. The best product or services as perceived by the customers are accepted after the analysis. Post-purchase evaluation- This is the final stage in which customers provide their feedback regarding the product. This may involve regret or satisfaction depending upon the quality of the product received by the customers (Pao, Alves Shiel, 2013). Figure: Consumer behaviour decision process (Source: Mattila, 2013) 3.Incorporating consumer behaviour theory choice of mobile phones While choosing mobile phones customers tend to analyse the need for purchasing the type of phone. This depends upon whether the phone is needed for maintaining status or for the actual purpose of the phone. Information regarding it and its alternatives are gathered in order to understand the best phone available on the market. choice of university University is chosen based on the performance of the educational institutions over the last 5 years. The need for going to university is to receive education hence the first stage of the decision-making model is not applicable. Pitt, Berthon Nel (2015) stated that usually, the evaluation of the choice of university results in positive feedback. choice of restaurant The choice of restaurant is determined by various attributes such as quality of the food, ambience and the service. Hence, customers base the choice of restaurants on the abstract qualities after analysing various restaurants in the area. The evaluation of the restaurants usually receives mixed reviews and customers prefer to change the loyalty towards the restaurants. Hence, these attributes are useful in order to judge the perception of the consumers in terms of selecting the appropriate product from the different genres. The perception of the consumers fluctuates based on the considerations that are required in terms of expected products and services. References Holman, D. (2016). How does customer affiliative behaviour shape the outcomes of employee emotion regulation? A daily diary study of supermarket checkout operators.human relations,69(5), 1139-1162. Klckner, C. A. (2013). A comprehensive model of the psychology of environmental behaviourA meta-analysis.Global Environmental Change,23(5), 1028-1038. Mattila, M. M. (2013). Stereotypes and self-perception affecting customer behaviour online.HASSACC 2013,20(6), 261-271. Pao, A., Alves, H., Shiel, C. (2013). Development of a green consumer behaviour model.International Journal of Consumer Studies,37(4), 414-421. Pitt, L., Berthon, P., Nel, D. (2015). Customers are Seldom Customers: Customer Designations as Labels and their Implications for Marketing Strategy. InThe Sustainable Global Marketplace(pp. 344-344). Springer International Publishing. Solomon, M. R. (2014).Consumer behavior: Buying, having, and being(Vol. 10). Upper Saddle River, NJ: Prentice Hall.