...Research Report Consumer Behaviour Naveed Mohammed 300765975 Prof. James Quance Business Communications 2 BUSN 733 13 Nov ‘13 ------------------------------------------------- Executive Summary This report discusses consumer behaviour in detail. Consumer behaviour refers to the buying behaviour of individuals and households that buy goods and services for personal consumption. All of these final consumers combine to make up the consumer market. Consumers around the world vary tremendously in age, income, education level and tastes. They also buy an incredible variety of goods and services making both simple and complex purchase decisions every day. The Cultural, Social, Personal and Psychological factors that affect consumer behaviour are discussed in detail. The consumer decision process which consists of Need Recognition, Information Search, Evaluation of Alternatives, Purchase Decision and Post Purchase Behaviour are then studied. A Consumer Analysis follows where questions like “Who buys and uses the product?”, “What consumers buy and how they use it?” and “Why consumers prefer a product?” are answered. A brief conclusion wraps up the report which states how Marketers study consumer behaviour to find answer to most questions that help them design marketing strategies to reach consumers more effectively and build long lasting relationships. Table of Contents Introduction | | 1 | Factors influencing Consumer Behaviour | | 1 | | Cultural...
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...could be used as reference by the car dealer and manufacture which allows to understand the requirement of the market demand in Malaysia. Since there are a lot of competitors in vehicle industry provides advance manufacturing technologies and facilities which to be successful, automaker companies have to strengthen the need according to the need of the customer in order to remain in the car manufacturing industry. Carmaker and marketers should not only focuses on manufacturing vehicle and performance of the vehicle instead they also should emphasises on the social factors which influence the buyers decision in purchasing car such as reference group, family factor and social status. Other than that, the basic principle in the current market which is governing is customer orientation and customer centeredness in belief. Currently, the Competitive market is forced to produce the goods according to the customer needs (Tafler, 2007). The study on the consumer purchase behaviour which also refer as consumer behaviour, provides information of the consumer patterns and purchase intention (Nesai, 2009). Other than that, the organization able to survive along the organization could able to supply the needs and the demand of the consumer with a comprehensive by understanding the costumer. Thus, this will allows to identify the importance in understanding the consumer purchase intention and customer behaviour (Hawkins et al, 2006). Understanding the consumer behaviour is not a simple...
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...object. As a consumer, we have a wide range of products and services to choose from and we tend to form attitudes towards each products while making decisions, for example when we are being questioned whether we like or dislike the specific product in a survey. At that moment, we are being asked to express our point of view on the certain product or service. As the way consumers feel about the brand reflects their attitudes towards that brand. Consumer’s attitudes towards a certain product is crucial for any marketers as it determines how well their products or services perform in the specific market. From that, marketers will know how to tailor their products to meet each individual’s unique requirement. There are two types of attitudes, positive attitude and negative attitude. When a consumer have a positive attitude towards a product, he or she will spread positive word of mouth to others, this can boost up the company’s image, however, negative attitudes towards the product may have a big impact on both reputation and sales of the company. This essay will outline how consumer attitudes are formed and affect the behavior of consumers. Next, the difference in behavior and attitudes on product choice and purchase when consumers are rational or irrational decision makers will be discussed, Lastly, the ways marketers used to change consumers ‘attitudes and behavior when they are rational or irrational will be included as well. Content Different types of consumers have different...
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...Module tutor: Kandis Watson Course: MBA Word count: 2,854 I. According to Bloisi, W., Cook, C.W. and Hunsaker, P.L (2003), consumer market refers to the purchase of goods and services purely for personal consumption. Consumer market and consumer buying behaviour must be studies and understood before an appropriate marketing plan can be developed. In general, organisations and companies need to know and understand the behaviour not only for their own customers but also for all consumers. Multiple roles of Consumers As users of a product, consumers are concerned with product features, thus users define what is needed from a product. Payers are consumers who pay for the product and are primarily concerned with its price and other financial considerations (reasonable life cycle of the product, cost of maintenance, cost of consumables, etc). Buyers focus on the logistics of the products (online, by phone, mail or retail center).In a particular purchase situation, the roles may be filled by a signal individual or by multiple people, for example, a parent may decide on the type of baby food that they wish to purchase but their partner may also beinvolved in the decision making or transaction, while the baby is the ultimate user of the food. The stages of consumer buying process The consumer buying process: Irrespective of the particular role, consumers constantly face a number of choices: -Whether to purchase -What to purchase. -Where to purchase. -From which supplier or...
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...Theory This chapter presents the theories behind consumer behaviour. It will also discuss online consumer behaviour in order to continue with the identification of the influencing factors. The theories of consumer behaviour will be used in order to be able to find consumer segments that will show whom the identified factors affect. 3.1 Introduction This dissertation aims at finding factors that affect the online consumer’s buying behaviour. By reading literature concerning consumer characteristics and online consumer characteristics we believe to find implications for certain factors that are of importance for the online consumer. The Internet is a worldwide accessible series of computer networks that transmit data by packet switching using the standard Internet Protocol. It is a "network of networks" that consists of millions of smaller domestic, academic, business, and government networks, which together carry various information and services, such as electronic mail, file transfer, the interlinked Web pages and other documents of the World Wide Web. Originally the Internet was mainly used by academics, research scientists and students; however that scenario has changed as commercial organizations have moved to incorporate the World Wide Web into their promotional campaigns, and by offering the facility of online purchasing (Jobber & Fahy, 2003). The Internet has evolved into a worldwide accessible marketplace for information exchange and e-commerce. The strategic...
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...……8 For secondary data research………………….……9 6.6. Data Analysis………………………………………………9 7. Logistical and ethical consideration……………………9 8. Proposed Outcomes……………………………………...10 9. Planned timetable for completing dissertation……….....10 10. References ……………………………………………….11 11. Appendix…………………………………………………12 1. Title: Advertisement and its impacts on consumer buying behaviour; In case of Dominos Pizza Company. 2. Introductions: Advertisement plays a vital role in the business of any organisation. This is simply the medium of communication and delivering paid message from an organisation to customers regarding their products. Also, it is the strategy of a company for the promotion of product by gaining the attention of consumers towards itself and sometimes recalling the product in customer’s mind. Today, most of the products come with the advertisement and many of them come with the celebrity endorsement which acts as a credible means of spending money for consumers. Advertisement makes such kinds of perception in the consumer’s mind that, sometimes having that product becomes their social status. People want to have right choice of their products when they are using or buying. Studying the behaviour of consumers, if a consumer observes messages...
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...REPORT Group: Phan Xuan Linh (77139428) Shyam Mallan (77140430) Christian Andrea (77142477) Prakash Pothina (77144112) Shrey Sugla (77144256) CONTENTS INTRODUCTION 4 LITERATURE REVIEW 4 L'ORÉAL MARKETING PLAN AND CONSUMER BEHAVIOUR 6 Cultural factors: 6 Social factors 7 Psychological factors 8 CONCLUSION 10 APPDENDICES 10 REFERENCES 11 REPORT ON THE EFFECTS OF CONSUMER BEHAVIOUR ON L'ORÉAL MARKETING PLANS ABSTRACT: Consumer behaviour strongly affect the consumer buying process, hence marketers always want to know what is actually happening inside customer's mind in order to provide additional values of products to users to satisfy their needs and wants. However, it is mainly influenced by three key factors - cultural factors, social factors and psychological factors - that are vital conditions for every marketing strategy to be considered before launching in the market. In cosmetic industry, although L'Oréal is the leader of the market, it is necessarily for the company to concern these factors in its marketing plan, so as to gain the market shares and remain its position above rivals such as P&G and Unilever. The report will try to find out the role of consumer behaviour in marketing strategy planning and discover the process of how L'Oreal adapt the three factors to their marketing plans order to achieve success. INTRODUCTION The term consumer behaviour is defined as "the study of how individuals, groups and organisations...
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...Learning outcomes and pass attainment level:Examine the effect of individual and group influences on the behaviour of the consumerAnalyse the use of marketing techniques designed to persuade the consumer and modify their behaviourStructure and clarity of expressionAt this level it is important to produce well-organised, structured, accurate and properly presented work. Developing such skills will assist you with your work at levels five and six. The fundamental features of the required tasks are expected as the norm at this level, including due attention to the type and style of each of the chosen assignment tasks and the work should remain clearly organised and focused.Content and understandingAssessment at this level is mainly based on assimilation of knowledge and key theoretical concepts. The use of the correct vocabulary and terminology is expected at this level. Students should aim to demonstrate they have a sound foundation of knowledge of a number of consumer behaviour concepts. Analysis/EvaluationStudents are encouraged to start developing their skills of analysis and evaluation and should be able to demonstrate some ability to appraise and evaluate via the tasks required in the portfolio using theory, frameworks and concepts gained during the term.Reading/Research and ReferencingReading is the basis of any assignment and should be varied but always relevant to the tasks required. Students are expected to refer to the standard essential texts when necessary and to...
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...of marketing is to identify consumers’ needs and wants accurately, then to develop products and services that will satisfy them. For marketing to be successful, it is not sufficient to merely discover what customers require, but to find out why it is required. Only by gaining a deep and comprehensive understanding of buyer behaviour can marketing’s goals be realised. Such an understanding of buyer behaviour works to the mutual advantage of the consumer and marketer, allowing the marketer to become better equipped to satisfy the consumer’s needs efficiently and establish a loyal group of customers with positive attitudes towards the company’s products. Consumer behaviour can be formally defined as: the acts of individuals directly involved in obtaining and using economic goods and services, including the decision processes that precede and determine these acts. The underlying concepts of this chapter form a system in which the individual consumer is the core, surrounded by an immediate and a wider environment that influences his or her goals. These goals are ultimately satisfied by passing through a number of problem-solving stages leading to purchase decisions. The study and practice of marketing draws on a great many sources that contribute theory, information, inspiration and advice. In the past, the main input to the theory of consumer behaviour has come from psychology. More recently, the interdisciplinary importance of consumer behaviour has increased such that sociology...
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...q Consumer Behaviour 1 q 1 Consumer Behaviour Customer is profit, all else is overload.... x This chapter provides an introduction to consumer behaviour. Consumer is the most important person. The business revolves around the consumer. After finishing this chapter one should be able to understand: q What is meant by consumer behaviour q Consumer decision-making process q Marketing strategy and consumer behaviour q Indian consumer and his characteristics x INTRODUCTION All of us are consumers. We consume things of daily use, we also consume and buy these products according to our needs, preferences and buying power. These can be consumable goods, durable goods, speciality goods or, industrial goods. What we buy, how we buy, where and when we buy, in how much quantity we buy depends on our perception, self concept, social and cultural background and our age and family cycle, our attitudes, beliefs values, motivation, personality, social class and many other factors that are both internal and external to us. While buying, we also consider whether to buy or not to buy and, from which source or seller to buy. In some societies there is a lot of affluence and, these societies can afford to buy in greater quantities and at shorter intervals. In poor societies, the consumer can barely meet his barest needs. The marketers therefore tries to understand the needs of different consumers and having understood his different behaviours which require...
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...q Consumer Behaviour 1 q 1 Consumer Behaviour Customer is profit, all else is overload.... x This chapter provides an introduction to consumer behaviour. Consumer is the most important person. The business revolves around the consumer. After finishing this chapter one should be able to understand: q What is meant by consumer behaviour q Consumer decision-making process q Marketing strategy and consumer behaviour q Indian consumer and his characteristics x INTRODUCTION All of us are consumers. We consume things of daily use, we also consume and buy these products according to our needs, preferences and buying power. These can be consumable goods, durable goods, speciality goods or, industrial goods. What we buy, how we buy, where and when we buy, in how much quantity we buy depends on our perception, self concept, social and cultural background and our age and family cycle, our attitudes, beliefs values, motivation, personality, social class and many other factors that are both internal and external to us. While buying, we also consider whether to buy or not to buy and, from which source or seller to buy. In some societies there is a lot of affluence and, these societies can afford to buy in greater quantities and at shorter intervals. In poor societies, the consumer can barely meet his barest needs. The marketers therefore tries to understand the needs of different consumers and having understood his different behaviours which require an in-depth study...
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... Why study marketing? * Market orientation firms have better performance * Better profits, sales volume, market share, return on investment * Marketing drives economic growth/stimulates consumer demand * Every employee is a stakeholder in the success of their organisation The Marketing Evolution * Changed from: * Trade * Production orientation * Sales orientation (e.g. black vs. blue) * Market orientation (i.e. what colour do you want, and matching the product) * Societal market orientation (e.g. to stop consumerism) * Used by small and large, those selling goods and services, private, public, profit and non-for-profit Marketing Exchange * Mutually beneficial transfer of offerings of value between buyer and seller * Two or more parties, each with something of value * All must benefit * Exchange must meet expectations of both parties What is value? * “A customers overall assessment of the utility of an offering based on perception of what is received and given” * Refers to the ‘total offering’ What is the market? * Group of customers with heterogeneous (different) needs and wants (e.g. geographic, demographic, product markets) * Customers * Consumers * Clients (customers of non-for-profit) * Partners (all who are involved in activities of...
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...q Consumer Behaviour 1 q 1 Consumer Behaviour Customer is profit, all else is overload.... x This chapter provides an introduction to consumer behaviour. Consumer is the most important person. The business revolves around the consumer. After finishing this chapter one should be able to understand: q What is meant by consumer behaviour q Consumer decision-making process q Marketing strategy and consumer behaviour q Indian consumer and his characteristics x INTRODUCTION All of us are consumers. We consume things of daily use, we also consume and buy these products according to our needs, preferences and buying power. These can be consumable goods, durable goods, speciality goods or, industrial goods. What we buy, how we buy, where and when we buy, in how much quantity we buy depends on our perception, self concept, social and cultural background and our age and family cycle, our attitudes, beliefs values, motivation, personality, social class and many other factors that are both internal and external to us. While buying, we also consider whether to buy or not to buy and, from which source or seller to buy. In some societies there is a lot of affluence and, these societies can afford to buy in greater quantities and at shorter intervals. In poor societies, the consumer can barely meet his barest needs. The marketers therefore tries to understand the needs of different consumers and having understood his different behaviours which require an in-depth study...
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...ASSIGNMENT No. 1 Total Marks: 100 (Units: 1–5) Pass Marks: 50 Q. 1 (a) Discuss the impact of digital technologies on marketing strategies. (b) Describe the consumer research process in detail. (10+10) Q. 2 Discuss the motivation as a psychological force. Also explain the measurement of motives. (20) Q. 3 What is the concept of personality? Discuss the concept of brand personality in detail. (20) Q. 4 What is meant by attitude? Describe different strategies for attitude change. (20) Q. 5 Explain the elements of consumer learning. Also discuss the cognitive theory of learning (20) ASSIGNMENT No. 2 (Total Marks: 100) This assignment is a research-oriented activity. You are required to submit a term paper and present the same in the classroom prior to the final examination. Presentation component is compulsory for all students. You will have to participate in the activity fully and prepare a paper of about 15 to 20 pages on the topic allotted to you. The students are required to prepare two copies of Assignment No. 2. Submit one copy to your teacher for evaluation and the second copy for presentation in the classrooms in the presence of your resource persons and classmates, which will be held at the end of the semester prior to final examination. Include the following main headings in your report:- a) Introduction to the topic b) Important sub-topics c) Practical aspects with respect to the topic ...
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...STUDY AND ANALYSIS OF THE BEHAVIOUR OF CONSUMERS IN TERMS OF THE FACTORS AFFECTING THE BUYING DECISION AND PURCHASE DECISION METHODOLOGY Study of the analysis of the consumer behavior is based on the interviews carried out for evaluating the basis of selection of CFL bulbs for home use and evaluation of the parameters involved in preferring Havell CFL over the competitors. The details of the interviews carried out with the customer are mentioned separately in the annexure. FACTORS AFFECTING THE CONSUMER BEHAVIOUR 1. CULTURE Sub culture and social class play an important influence on the consumer buying behavior. Sub culture provides more specific identification and socialization for their members .religion, racial groups and geographic regions .Different sub cultures based on religion, racial groups and geographic regions are characterized by different values , perceptions and preferences and in turn affects the buying behavior. In India socio economic classification is done on basis of earnings , education and occupation for rural and urban areas. This socio economic classification results in social stratification into different social classes having different preferences and choices for buying behavior. The people residing in rural areas and low profile localities of the cities form one social class and are having one subculture. The people belonging to this subculture gives the preference to low initial cost bulb rather than to high initial cost but energy...
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