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Consumer Behavior Literature Review

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Literature review

Consumer Behaviour

The American Marketing Association defines consumer behavior as the dynamic interaction of affect and cognition, behaviour, and the environment by which human beings conduct the exchange aspects of their lives (American Marketing Association 2015). Furthermore, consumer behaviour is not only about buying products, it also includes the study of how possession of products affects our lives and how it influences the way we feel about ourselves and about each other (Solomon, Bamossy and Askegaard 2013). Consumer behaviour can also be referred to as the study of the acquisition, consumption, use, and even disposal of products, services, experiences, or ideas, by consumers. Under greater consideration consumer …show more content…
It is where the consumer becomes aware of a want which can be satisfied by the purchase of a product. At this point the second step takes place, in which the consumer or the person in need has to evaluate the alternatives given to decide which product fulfills their needs in the best manner possible. After that the consumer carries on to the 3rd step and takes the initiative to make the purchase. The 4th and last step presents the post purchase evaluation that is made by the consumer. Through the evaluation process if the consumer happens to be satisfied with the specific product there is a high possibility of him purchasing the same product again (Foxal …show more content…
A survey was carried out to 215 respondents of both gender in 2013 to determine which factors have greater impact on consumers when it comes to their purchasing decisions. The results of that survey concluded that when it comes to purchasing food products consumers are mostly guided by psychological factors (internal factors)-such as opinions of family, their mood,etc and slightly less by external factors (Bojkovska et al.2014). Another study examined the role of race and gender in students determinants of food choices on a college campus. A survey was carried out to 405 college students to examine associations between demographics and food choice determinants. Findings of the survey suggested that gender and race play a significant role in determinants of students food likes and dislikes (Boek et al.

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