Consumer Behaviour is therefore classified as a mechanism which incorporates all the activities inclusive of obtaining

Consumer Behaviour is therefore classified as a mechanism which incorporates all the activities inclusive of obtaining, consuming as well as disposing of products and services. In other words the term Consumer Behaviour can be explained as the study of how different consumers generate ideas/ thoughts on several factors such as what the consumers buy which can be a product or a service, why they buy which includes specific reasoning for the purchase, when the consumers buy the service or the product, from where the consumers buy it, how often the consumers buy the service or a product and also how often the consumers use the service or a product. It is also known as a product person situation. (In-Text Referencing, pg. 51)
Consumer Behaviour is basically a discipline trading with how and why consumers purchase or do not purchase goods and services. (In-Text Referencing, pg. 52). An influential cooperation of affect, behaviour and also environmental events in which society or human beings administer the exchange aspects of their lives is defined as consumer behaviour. (Bennett, While, 1995, p. 59). The term consumer behaviour comprises of thoughts as well as emotions the consumers experience in the process of consumption. Consumer Behaviour is the study of processes that basically satisfy their needs, wants and desires when an individual or a group purchase, use, dispose the product. (Solomon, 2009, pg. 33).
As consumer behaviour reflects upon multiple theories while each theory trading with human behaviours from a different perspective. There are considered to be several factors affecting the behaviour of the consumers such as marketing campaigns, consumer’s personal preferences, external factors such as culture, social class, internal factors which involves the need, the reason behind purchasing, consumer’s emotions, social factors such as consumer behaviour which can be strongly persuaded by a family member, or an example can be seen where consumers are influenced by focus groups, personal as well as psychological factors which includes age, perception, an occupation of a consumer is seen having a strong impact on the consumer’s purchasing behaviour, and also consumer’s personal belief as well as attitude. When discussing about consumer behaviour the word consumer has two different meanings. One is an individual consumer or an individual buyer that purchases goods or services for their personal use, and the latter one is a consumer that originally exists in the market. Profit as well as non-profit organisations, government agencies are some examples of the latter type of consumer.
Why understanding consumer behaviour is important for organisations
It is considered very critical from an organisation’s perspective to understand the consumer behaviour. The main objective for an organisation while marketing a specific product is to appease the needs, wants as well as desire of consumers. If any organisation is not able to appease while marketing a specific product consumers will lose interest and would rather go and buy the product from another organisation or would buy the next best alternative of that specific product. Organisations need to be very careful while understanding the consumer behaviour because the focal point on the consumers is the main subscriber to the marketing of any organisation’s practice. It is very evident that marketing teams of any organisation who genuinely understand the needs and wants of their consumers more effectively come up with reasonable products and services. Understanding a consumer behaviour has become a necessity these days if any organisation wants to avoid losses or business collapse especially before the launch of a product or a service.

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