Free Essay

Consumer Behaviour

In: Business and Management

Submitted By majuguy
Words 1871
Pages 8
r -------------------------------------------------
Table of Content Pages 1.0 Apple iPod Touch 3 2.0 Features that most satisfied 4-7 3.0 Consumer Behaviour Theories 7-8 4.0 Conclusion 8 5.0 References 9

Executive Summary
This report tackles the important issues which are the consumer decision process and the theories for the consumer behaviour. The report shows that consumer purchases products or services they display forms of buyer behaviour that are influenced by many factors (factors). I analyze all the factors (theories) from the website and consumer behaviour books. It highlights what types of consumer buying behaviours is displayed in the purchase of a product or service and explains why these behaviours may occur. Since everyone is an individual, it is useful to reflect on common behaviours and attempt to divide behaviours in types and stages based on the theories we study.

-------------------------------------------------
1.0Apple iPod Touch
The iPod Touch is a portable media player, personal digital assistant, handheld game console, and Wi-Fi mobile device designed and marketed by Apple Inc. Apple released the first version of its iPod touch in 2007. Since its release, the iPod touch has become a popular portable media player. Its sibling iPod models specialize in audio and video playback, which is great if that's all you need. The iPod touch goes beyond that, including two cameras, wireless networking, built-in applications for e-mail and Web browsing and the option to install many of the thousands of applications available through the App Store. The iPod touch display screen covers most of the front surface of the iPod touch, making it resemble an iPhone. It also uses the same multi-touch interface that the iPhone uses instead of the click-wheel design on some other iPods. Users can wake up the iPod touch with a simple press of its home button, and then navigate through music, videos and other files using the fingers and the touch-sensitive screen. It's easy to think of the iPod touch as a stripped-down version of the iPhone instead of an enhanced version of iPod. The iPod touch and iPhone look similar, featuring the same wide touch screen with a sleek black border and single home button. The iPod touch is a little smaller and weighs a little less than the iPhone, partly because the iPhone has a cellular transceiver. The iPod touch's home screen also looks like the iPhone's, but with fewer icons: at least, until the users start installing new applications. From the home screen, users can get to the iPhone's text-messaging capabilities and collection of mini-applications called widgets.

Exhibit 1 Apple iPod Touch
-------------------------------------------------
2.0Features that most satisfied for iPod Touch
The iPod touch has many new features that I am satisfied to. First of all, the brilliant new designs for the iPod touch. There is thin and light. iPod touch get a super slim aluminium body that feels barely there in my hands or pockets. Which means the first thing I notice about iPod touch is the weight. Then its super smooth finish. Then all those Apple details like the highly polished bevelled edges, and iPod touch is made from one of the strongest grades of aluminium there is. iPod touch is tested by the Apple Inc. that it will not be so easy to damage.

Exhibit 2 Design for iPod touch
The second feature that satisfied me is the colour. iPod touch doesn’t come in colour, but it’s practically made in colour. The reason these iPod touch colours are so incredibly rich and vibrant. It is because they are bonded directly to the aluminium but not just painted on the surface. So you see saturated colour that still lets the lustre of the metal shine through. This gives you a material that shows off the colour, and a colour that shows off the material. The iPod touch not like the iPhone that just have two colours (black and white), it add in three colours which are blue, pink, and yellow.

Exhibit 3 iPod touch’s colours
Third is the new iSight camera on iPod touch. The iSight camera on iPod touch packs 5 megapixels: seven times more than the previous generation, and takes such great shots I can ditch my point and shoot camera for good. Advanced optics, tap to focus an LED flash and face detection help me get the shot for every time. The iSight camera shoots 1080p HD video, and the front camera gets a boost for better FaceTime calls. Beside that, I can edit, crop and enhance my photos straight from iPod touch, or with the Photo app. Besides that, the camera got the panorama functions. By using the panorama function on iPod touch to grab a sweeping shot of my favourite city skyline. Just tap the button, move the camera over the scene, and iPod touch seamlessly creates the perfect wide shot.

Exhibit 4 Panorama functions
The next one is the dual-core A5 chip in iPod touch. The dual-core A5 chip provides up to twice the processing power and up to seven times faster graphics than the previous generation. So games are incredibly responsive and realistic. It’s suitable for me because I can play the games or surf net while listening to my music. This is different from the previous version of iPod. The previous iPods just provide the music features only, that’s the reason iPod touch attract me at the first sight.

Exhibit 5 Dual-core A5 chip iPod touch comes loaded with lots of powerful built-in apps. I can send unlimited texts with iMessage over Wi-Fi, and give my friend’s every expression with a FaceTime video call. Check my email with Mail, and browse the web with Safari. iOS 6 adds the new stuff to the mix with Facebook integration, Maps, Passbook and more. Other than that, iPod touch makes it easier and quicker than ever to stay in touch, with Facebook and Twitter integration, FaceTime, iMessage and more. With deep Facebook and Twitter integration, iPod touch lets me be even more social with my social network. Post photos instantly to Facebook from the Photos app, but not from the computer. It is convenience for me to turn on my computer with open up the iPod touch.
The battery life for the iPod touch is longer than the previous one. I can listen to my songs for 10 hours nonstop.
The features most satisfied me is the AirPlay. AirPlay lets me wirelessly stream what’s on my device to the HDTV and speakers via Apple TV. It is a simple way to play your stuff on the biggest screen and the best sound system in the house. Just connect my device and Apple TV to the same Wi-Fi network and the AirPlay icon automatically appears. Then tap the AirPlay icon in a specific app like photos, videos, music, safari or any AirPlay enabled applications. AirPlay Mirroring lets me show exactly what is on my device to everyone in the room. I can zoom in and out and pause for resting time. Rotate from portrait to landscape and the audience sees that too. AirPlay does it all wirelessly, so I can lie in the room or sit comfortably with the movies or games.
-------------------------------------------------
3.0Consumer Behaviour Theory
The first theory when I purchase this device is perception. Perceptions vary from person to person. Different people perceive different things about the same situation. But more than that, we assign different meanings to what we perceive, and the meanings might change for a certain person. One might change one's perspective or simply make things mean something else (worldtrans, 2012). The first perception came into my mind when I saw the iPod Touch advertisement is share the fun. With iMessage, Game Center, FaceTime and more, I can share the fun on iPod Touch via my friends.
Second is learning theory. Learning is any change in the content or organization of long term memory and behaviour. Learning is essential to the consumption process. In fact, consumer behaviour is largely learned behaviour. We acquire most of our attitudes, values, tastes, behaviours, preferences, symbolic meanings, and feeling through learning (Hawkins, Best, Coney, 1998). The reason I purchase this device because I have learn from the previous version. This device adds in the new features and gives me the new experiences.
Motivation is the reason for behaviour. A motive is a construct representing an unobservable inner force that stimulates and compels a behavioural response and provides specific direction to that response. A motive is why an individual does something (Hawkins, Best, Coney, 1998). The new features for iPod Touch are attractive and motivated me to purchase. Besides that, the AirPlay feature is the new innovation in the world now. This feature motivated me because I’m the game fewer people, and can stay the whole day for the games.
Personality is an individual’s characteristic response tendencies across similar situations. Personality theories can be categorized as being either individual theories or social learning theories. Understanding these two general approaches to personality will provide an appreciation of the potential uses of personality in marketing decisions (Hawkins, Best, Coney, 1998). I like to choose Apple products because I am the person who likes innovative items. Additional, Apple products can represent a status of an innovator, a status who catches up the trend.
The last theory is lifestyle. Our lifestyle is basically how we live. It is determined by our past experiences, innate characteristics, and current situation. It influences all aspects of our consumption behaviour. One’s lifestyle is a function of inherent individual characteristics that have been shaped and formed through social interaction as one moves through the life cycle. It is how we enact our self concept (Hawkins, Best, Coney, 1998). I will have an iPod Touch to maintain my lifestyle. I might purchase Apple products in part because of its convenience, features, and presence of other brands. The appearance of the device represent the freedom of life, it is the one reason I purchase it.
-------------------------------------------------
4.0Conclusion
In this report, I have learn how the theories can affects the decision making process. Although much more research must be conducted on the influence additional information has on the ultimate purchase decision, certain conclusions relative to the consumer like personality, motivation, and perception can be drawn at this time.

-------------------------------------------------
5.0References
iPod touch features, [Online] Available at: http://www.trustedreviews.com/apple-ipod-touch-2012_Portable-Audio_review, assessed 5th November 2012.
Apple Store, [Online] Available at: http://www.apple.com/asia/, assessed 5th November 2012.
Apple iPod touch, [Online] Available at: http://www.apple.com/asia/ipod-touch/, assessed 5th November 2012.
Perception, [Online] Available at: http://www.worldtrans.org/TP/TP1/TP1-9.HTML, assessed 7th November 2012.
Hawkins Del I, Best Roger J, Coney Kenneth A, 1998, Consumer Behavior: Building Marketing Strategy, ‘Nature of Learning’, pp 330, seventh edition, US, McGraw Hill.
Hawkins Del I, Best Roger J, Coney Kenneth A, 1998, Consumer Behavior: Building Marketing Strategy, ‘Nature of Motivation’, pp 330, seventh edition, US, McGraw Hill.
Hawkins Del I, Best Roger J, Coney Kenneth A, 1998, Consumer Behavior: Building Marketing Strategy, ‘The Nature of Lifestyle, pp 433, seventh edition, US, McGraw Hill.

Similar Documents

Free Essay

Consumer Behaviour

...A STUDY ON CONSUMER BUYING BEHAVIOUR AT TIME TO PURCHASE HERO HONDA BIKE. A Report submitted in partial fulfillment of the requirements for the award of the degree of BACHELO OF BUSINESS ADMINISTRATION TO SOUTH GUJARAT UNIVERSITY, SURAT Submitted By: TARANG P PATIL T.Y.B.B.A. (SEM-VI) ROLL NO.-23 Under the guidance of MR.HORMAZ.D.PATEL Submitted To: THE CO-ORDINATOR THE SURAT PEOPLE’S CO-OP. BANK COLLEGE OF BUSINESS ADMINISTRATION UDHNA (SUART) March 2007 1 THE SURAT PEOPLE’S CO-OP. BANK COLLEGE OF BUSINESS ADMINISTRATION CERTIFICATE OF THE FACULTY GUIDE This is to certify that the project entitled “A STUDY ON CONSUMER BUYING BEHAVIOUR AT TIME TO PURCHASE HERO HONDA BIKE. Submitted in partial fulfillment for the award of the degree of BACHELOR OF BUSINESS ADMINISTRATION TO SOUTH GUJURAT UNIVERSITY, SURAT is a record of bonafide research work carried out by TARANG P PATIL under my supervision and guidance. Signature Project Guide (Prof .H.D.Patel) Signature Co-Ordinator (MRS. DAISY S.T) DECLARATION 2 I , TARANG P PATIL , here by declare that the project report entitled “A STUDY ON CONSUMER BUYING BEHAVIOUR AT TIME TO PURCHASE HERO HONDA BIKE. under the guidance of Prof H. D. PATEL submitted in partial fulfillment of the requirement for the award of the degree of Bachelor of business administration to south Gujarat university , Surat is my original Work - research study - carried out during 1st January, 2008 to 1st March ,2008......

Words: 4101 - Pages: 17

Free Essay

Consumer Behaviour

...CONSUMERS BEHAVIOUR TOWARDS MENS FAIRNESS CREAMBY EMAMI. INTRODUCTION:- In the present era of competition the very existence of anybusiness depends upon its customer bank. Customer is the king in present business world. Gone are the days when producer or seller used to rule the business world.Today customer is the main pillar on which any business stands. Due to entry of theMNC's there is cut throat competition in the market. They have already established inurban markets and now rural and suburban are share the thrust areas. We havechoosed "To Study the Consumer Buying behavior towards men¶s fairness Cream byEMAMI" to have a deep knowledge of consumer behavior regarding fairness creams. Inmy research we have tried to find out how much EMAMI brand is used? Why this brandis used?Factor affecting their purchase behavior like price, quality, results, etc. We alsohave tried to find out relation in buying behavior rand age, sex, family income. Theresearch study is a comprehensive survey to reach deep in the consumption pattern of the target customer. Previously, domain of ladies only. Male became more conscious for their look. The growing demand of different cosmetics and skin care products for men proves that men are now taking care of their skin. In year 2004´Fair and Handsome conducted a survey to know the attitude of Indian customers towards use of cosmetics products Indian male take an average of 20minutes in front of mirror to groom themcompared with......

Words: 392 - Pages: 2

Premium Essay

Consumer Behaviour

...CUSTOMERS The One Number You Need to Grow by Frederick F. Reichheld FROM THE DECEMBER 2003 ISSUE T he CEOs in the room knew all about the power of loyalty. They had already transformed their companies into industry leaders, largely by building intensely loyal relationships with customers and employees. Now the chief executives—from Vanguard, Chick-fil-A, State Farm, and a half-dozen other leading companies—had gathered at a daylong forum to swap insights that would help them further enhance their loyalty efforts. And what they were hearing from Andy Taylor, the CEO of Enterprise Rent-A-Car, was riveting. Taylor and his senior team had figured out a way to measure and manage customer loyalty without the complexity of traditional customer surveys. Every month, Enterprise polled its customers using just two simple questions, one about the quality of their rental experience and the other about the likelihood that they would rent from the company again. Because the process was so simple, it was fast. That allowed the company to publish ranked results for its 5,000 U.S. branches within days, giving the offices real-time feedback on how they were doing and the opportunity to learn from successful peers. The survey was different in another important way. In ranking the branches, the company counted only the customers who gave the experience the highest possible rating. That narrow focus on enthusiastic customers surprised the CEOs in the room. Hands shot up. What about the rest...

Words: 5655 - Pages: 23

Free Essay

Consumer Behaviour

...How Busy Lifestyle Affect Consumer Buying Behavior | Submitted ToMr. Md. Tamzidul IslamAssistant ProfessorBRAC Business SchoolBRAC University | Date : 12/01/2015 | Md. Sarower Mahabub: 13264022 Abu Bakar Siddik : 14164061 Yeasmin Ara : 13264030 Himadree Barua : 13264077 | Table of Contents Introduction: 2 Consumer Behavior: 3 Factors Affecting Consumer Behavior: 4 Objective of the Report: 5 Limitation: 5 Analysis Part: 6 Working Hour: 6 Monthly shopping frequency: 6 Impact of occupation on shopping: 7 Mode of Shopping: 7 Online shopping service using reason: 8 Super mall using reason: 9 Likert scale analysis: 9 Findings: 10 Recommendation: 10 Conclusion: 10 Introduction: In recent years there is a huge transformation in the consumer lifestyle, which has been influenced by the demographics, socio-cultural factors, psychographics, preferences, norms and behavior. Consumer per capital income of people has increased; rising disposable incomes continue to drive increased spending and to generate consumer demand for a wide range of new goods and services. The current generation does not mind paying extra for better facilities and ambience. However, with this notion of ‘perceived usefulness’ in a wider context supports how people nowadays are living in an era of quite hectic and busy working lifestyles, and thus it has become very difficult for most people to go shopping outside their homes, making shopping online a...

Words: 1989 - Pages: 8

Premium Essay

Understanding Consumer Behaviour

...UNDERSTANDING CONSUMER BEHAVIOUR TOWARDS ONLINE SHOPPING OF CLOTHES A dissertation submitted in partial fulfilment of the Requirements for the award of the degree of [MASTERS OF BUSINESS ADMINISTRATION] BY AMAN AGGARWAL Register No. 1528606 Under the guidance of Prof. DILIP CHANDRA Institute of Management Christ University, Bangalore March 2016 DECLARATION I, Aman Aggarwal, hereby declare that the documentation titled “UNDERSTANDING CONSUMER BEHAVIOUR TOWARDS ONLINE SHOPPING OF CLOTHES” is submitted for the partial fulfillment of the requirement of the award for the award of the MBA (Marketing) is my sole project work and has been carried out under the guidance of Prof. Dilip Chandra, Professor, Christ University, Bangalore. I also declare that this dissertation has not been submitted for any degree, diploma or fellowship or any other title in this University or any other university. Place: Date: Aman Aggarwal Reg. No. 1528606 CUIM, Main Campus (ii) CERTIFICATE- FACULTY GUIDE This is to certify that this research report on “UNDERSTANDING CONSUMER BEHAVIOUR TOWARDS ONLINE SHOPPING OF CLOTHES” is a bona fide work of Aman Aggarwal, under my guidance and support. This research report is a part of MBA (Marketing). The work done and content is genuine with respect to the information and data collected. Place: Date: Prof. Dilip Chandra Professor CUIM (iii) ACKNOWLEDGEMENTS I am indebted to many people who helped me to accomplish this dissertation successfully. First,...

Words: 5474 - Pages: 22

Premium Essay

Consumer Buying Behaviour

...DEFINITION OF BUYING BEHAVIOR Buying Behavior is the decision processes and acts of people involved in buying and using products. Consumer behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. Need to understand: • Why consumers make the purchases that they make? • What factors influence consumer purchases? • The changing factors in our society. Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. Consumer’s buyer behavior and the resulting purchase decision are strongly influenced by cultural, social, personal and psychological characteristics. An understanding of the influence of these factors is essential for marketers in order to develop suitable marketing mixes to appeal to the target customer. CULTURAL FACTORS include a consumer’s culture, subculture and social class. These factors are often inherent in our values and decision processes. SOCIAL FACTORS include groups (reference groups, inspirational groups and member groups), family, roles and status. This explains the outside influences of others on our purchase decisions either directly or indirectly. PERSONAL FACTORS include such variables as age and lifecycle stage, occupation, economic circumstances, lifestyle (activities, interests, opinions and demographics), personality and self concept. These may explain why our preferences often change as our `situation' changes. PSCHOLOGICAL FACTORS affecting our purchase......

Words: 411 - Pages: 2

Free Essay

Refrigerator Consumer Behaviour Report

...SIP PROJECT REPORT ON CONSUMER BEHAVIOR TOWARDS WHIRLPOOL OF INDIA LTD (REF. CATEGORY) SUBMITTED BY: GOLAM AHAMED ROSUL ENROLLMENT NO: 030101013 UNDER THE GUIDANCE OF: PROF. MALAY BHATTACHARJEE ACKNOWLEDGEMENT My first experience of Summer Internship Project on CONSUMER BEHAVIOR TOWARDS WHIRLPOOL OF INDIA LTD (REF. CATEGORY) has been successfully done, thanks to the support of everyone. I would like to acknowledge all the people who have helped us in this project. However, I wish to make special mention of the following. First of all I am thankful to our Prof. Mr. Malay Bhattacharya under whose guideline I am able to complete our project. Throughout my project he gave through instruction regarding the project and different sources. And of curse Mr. Yogesh Kumar being a company mentor he provided me all the essential information, holds the same space of honour. I am wholeheartedly thankful to them for giving me their valuable time & attention and for providing me a systematic way for completing my project in time. I must make special mention of Mr. Google, who gave me the secondary data for my research and helped me a lot to complete the project. PROJECT REPORT ON CONSUMER BEHAVIOR TOWARDS WHIRLPOOL OF INDIA LTD. (REF. CATEGORY) Page 2 MENTOR’S APPROVAL Date: To whom So Ever It May Concern Subject: CERTIFICATE OF PROJECT COMPLITION Management Trainee’s Name: GOLAM AHAMED ROSUL Project Title: CONSUMER BEHAVIOR TOWARDS WHIRLPOOL OF...

Words: 7733 - Pages: 31

Premium Essay

Consumer Buying Behaviour Fairness Cream for Men

...“AN EXTENSIVE STUDY ON CONSUMER BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO FAIRNESS CREAMS FOR MEN” Synopsis of the project report to be submitted in partial fulfillment of the requirement for the degree of master of business administration. SYNOPSIS Title: “AN EXTENSIVE STUDY ON CONSUMER BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO FAIRNESS CREAMS FOR MEN” Introduction: Till the last decade it was almost unimaginable that there would be a fairness cream for men among male grooming products. As it turned out, men contributed significantly to consumption of fairness product. That shouldn't be surprising as we live in a society which is obsessed with fair skin. This phenomenon was not restricted to women and, unknown to marketers, had influenced Indian man as well. The size of Indian skincare market including creams, moisturizers and cleanser is estimated at Rs 4,750 crore. Of the total skincare market, the fairness cream market in India is estimated at Rs 2,200 crore plus. In the past few years, the men's grooming market has grown exponentially with brands launching not just the run-of-the-mill shaving gels and foams, but fairness creams, moisturizers, face washes and other grooming products targeted specifically at men, with fairness creams leading the pack. One of the major reasons behind this is that over the years, Indian male became more and more conscious of his looks, not just in the business world but also in society. A lot depended on how he......

Words: 996 - Pages: 4

Free Essay

Post Purchase Behaviour of Consumers of Products of Value Below Rs. 5

...Marketing Management – I Post Purchase behaviour of consumers of products of value below Rs. 5 Sunsilk Shampoo sachet 1 Contents Contents .................................................................................................................................................. 2 Objectives of the Study............................................................................................................................ 3 Introduction ............................................................................................................................................ 4 Skin and Body care in Indian FMCG Industry ...................................................................................... 4 Sunsilk Shampoo ................................................................................................................................. 4 Research Methodology ........................................................................................................................... 6 Target Areas / Locations ..................................................................................................................... 6 Some of the Key findings of the Interviews ............................................................................................ 7 Key Findings and Interpretations of Observed Data ............................................................................. 13 Areas of Improvement .................................

Words: 3718 - Pages: 15

Free Essay

Consumer Behaviour

...INFLUENCE CONSUMER BEHAVIOUR Seven Factors that will influence Consume Behaviour are: * Price * Quality * Taste * Tradition * Brand Loyalty * Price of Substitutes Price Definition: A value that will purchase a definite quantity, weight or other measure of a good or service. As the consideration given in exchange for transfer of ownership, price forms the essential basis of commercial transactions. How it Affects Consumer Behaviour: Price affects consumer behaviour as the lower or higher the price of a product will determine the overall response and purchase of the product by the consumer. Income and Affordability Definition: Economic wealth that is generated in exchange for an individual's performance of agreed upon activities or trough investing capital. Income is consumed to fuel day-to-day expenditures. | | How it Affects Consumer Behaviour: Income and Affordability affects consumer behaviour as since income is earned through earning wages, there will be a certain budget the consumer would have to adhere to. Quality Definition: In manufacturing, a measure of excellence or a state of being free from defects, deficiencies, and significant variations, brought about by the strict and consistent adherence to measurable and verifiable standards to achieve uniformity of output that satisfies certain customer requirements. How it Affects Consumer Behaviour: Quality affects consumer behaviour as......

Words: 486 - Pages: 2

Premium Essay

Consumer Behaviour

...Shoppers facing 'new economic reality' change behaviour By Anthony Reuben Business reporter, BBC News 31 October 2012 Last updated at 00:20 Tesco says customers are taking greater pride in finding value UK consumers are feeling worse about the economy than they did last month, despite the end of recession, the latest consumer confidence survey from financial research firm GfK says. Retailers say this is causing a change in shoppers' spending habits. Last week, the boss of Debenhams said: "We believe customers are acclimatised to the new economic reality." The boss of Tesco told BBC News his customers were, "resigned that this is the new norm". "They don't have great expectations that things are going to improve in the short term," he said. In 2008 and 2009, retailers say, people were spending like they were expecting a recovery, believing that if they kept their jobs their wages would rise with inflation. Four years on, rising fuel prices and sub-inflation pay rises are hitting their spending power, and they cannot see where an improvement is going to come from. While there was more growth than had been expected in the UK economy in the three months to the end of September, many analysts are predicting another contraction in the final quarter of the year. 'No going back' "There is a new mindset among consumers," said Patrick O'Brien from the retail analysts Verdict Research. "Even a year or two ago it was possible things would return to......

Words: 548 - Pages: 3

Premium Essay

Consumer Behaviour

...In: Miscellaneous Consumer Behaviour CONSUMER BEHAVIOUR • It is the study of how people buy, what they buy, when they buy and why they buy. • It attempts to understand the buyer decision processes/buyer decision making process, both individually and in groups. • It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. • The theory of consumer behavior in managerial economics depends on a) Budget • constrained by income and the price of the goods, • The budget constraint specifies the combination of goods the consumer can afford to buy. b) Preferences • Economists use the concept of utility to describe preferences. • There are some assumptions of consumer behavior theory like :- a) rational behavior b) clear cut preferences • Consumer behaviour can be explained using two main approaches: 1. Marginal Utility Theory (The Cardinalist Approach); and 2. Indifference curve Analysis (The Ordinalist Approach) 1. MARGINAL UTILITY THEORY (THE CARDINALIST APPROACH) • developed by Alfred Marshall who introduced an imaginary unit called the util as a means of measuring utility. • 1 util = 1 unit of money. • Utility is additive. • This approach was termed cardinal since cardinal numbers could be used to measure utility. • Each consumer chooses quantity demanded of all goods and services in order to maximize his/her utility or want satisfying power, given the limits imposed by available income...

Words: 306 - Pages: 2

Premium Essay

Consumer Behaviour

...AMITY SCHOOL OF DISTANCE LEARNING, ASoDL Consumer Behaviour ADL – 45 Assignment – A Five Analytical Questions Marks – 10 1. a) What is the interrelationship between the consumer behaviour discipline and the marketing concept? b) How can the study of consumer behaviour assist marketers in segmenting markets and positioning products? 2. Contrast the major characteristics of the following personality theories: a) Freudian theory, b) Jungian theory, c) Neo-Freudian theory, and d) Trait theory. In your answer, illustrate how each theory is applied to the understanding of consumer’s behaviour. 3. a) Discuss the differences between the absolute threshold and the differential threshold. b) What is consumer reality? 4. How is perceptual mapping used in consumer research? Why marketers are sometimes forced to reposition their product or services? Illustrate your answer with examples. 5. Distinguish between beliefs, values, and customs. Illustrate how the clothing a person wears at different times or for different occasions is influenced by customs. Assignment – B Three Analytical Questions Marks – 10 1 A marketer of health foods is attempting to segment its market on the basis of consumer self image. Describe the four types of consumer self-image and discuss which one(s) would be most effective for the stated purpose. 2 Which theory of learning (i.e., classical conditioning instrumental conditioning or cognitive......

Words: 1925 - Pages: 8

Premium Essay

Consumer Behaviour

...Before discussing about consumer behaviour let us understand who is a consumer? A consumer is a person or group of people that are the final users of products and or services generated within a social system. A consumer may be a person or group, such as a household. The concept of a consumer may vary significantly by context. In simple terms any individual who purchases goods and services available in the market for his/her end-use to satisfy wants is called a consumer. Example- Mr. A purchases pen from market and Mrs. X got her dress dry-cleaned from a shop, in this case Mr. A and Mrs. X both are the consumers as Mr. A is purchasing a good for final use and Mrs. X a final user of the service available in the market. A rational consumer is a consumer who seeks to maximise utility or satisfaction in spending his income. Now let us study about consumer behaviour. Consumer behaviour is the behaviour of individuals when buying goods and services for their own use or for private consumption. The consumer has to decide on how much of each of the different goods he would like to consume and the choice of the consumer depends on the alternatives that are available to him and on his tastes and preferences regarding those alternatives. Accordingly, the economists study the two aspects of consumer behaviour. First, on what basis a rational consumer allocates the limited income between different goods and services the consumer desires. Of course, the objective behind the......

Words: 4780 - Pages: 20

Free Essay

“Consumer Buying Behaviour Towards Agriculture Culture Inputs: an Empirical Study in Rural Area of Bardoli”

...Volume : 2 | Issue : 6 | June 2013 • ISSN No 2277 - 8160 Research Paper Management Consumer Buying Behaviour towards Agriculture Culture Inputs: An Empirical Study in Rural Area of Bardoli Dharmraj Solanki Nilay V. Panchal Pratik Desai ABSTRACT Asst. Prof., Department of Management, B.V.Patel Institute of BMC & IT, Uka Tarsadia University,Tarsadi,Bardoli. Asst. Prof., Department of Commerce, B.V.Patel Institute of BMC & IT, Uka Tarsadia University,Tarsadi,Bardoli. Asst. Prof., Department of Accountancy, DRB Commerce College,Veshu,Bharthan,Surat. This paper aims to identify the factors that affect consumers purchasing behavior towards Agriculture inputs like fertilizer, seeds, agrochemicals, oils and lubricants etc. Buying behavior refers to the act of consumers obtaining and using goods and services and the decision process that determines these acts. Buying decision is a set of many decisions which may involve a product, brand, style, quality, dealer, time, price and mode of payment. Price is the most important consideration at the time of purchasing agriculture inputs followed by packaging and branding, fair billing and home delivery are considered relatively less important. An attempt had been made to find out the problems faced by the farmers and this study will also help to understand the factors affecting the buying behavior of farmers toward Agriculture inputs. KEYWORDS: Agriculture Inputs, farmers, buying behavior INTRODUCTION Agriculture inputs are......

Words: 1122 - Pages: 5