Consumer_Behavior
Consumer Behavior refers to the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. Understanding consumer behavior is pivotal for marketers, as it helps in developing marketing strategies that resonate with target audiences.
History
The formal study of Consumer Behavior emerged in the 20th century, although the concepts related to it can be traced back to the writings of philosophers like Aristotle, who discussed human needs and wants. The field saw significant growth after World War II with the advent of mass production and marketing:
- 1950s-1960s: Early models of Consumer Behavior were developed, focusing on how consumers made decisions. Key theories like Howard Sheth's Model of Buyer Behavior were introduced.
- 1970s-1980s: The field expanded to include more psychological and sociological perspectives. Cognitive psychology influenced the understanding of information processing in consumer decisions.
- 1990s onwards: With globalization and technological advancements, consumer behavior studies began to incorporate digital influences, online shopping behavior, and cross-cultural differences in consumption patterns.
Key Concepts
- Need Recognition: The process starts when a consumer becomes aware of a need or problem.
- Information Search: Consumers look for information to solve the recognized need, which can be internal (memory) or external (friends, online reviews, advertisements).
- Evaluation of Alternatives: Consumers compare products or services based on attributes, benefits, or other criteria.
- Purchase Decision: The actual decision to buy, influenced by both the evaluation and external factors like promotions or social pressure.
- Post-Purchase Behavior: Consumer's reaction after the purchase, which can lead to satisfaction, dissatisfaction, or cognitive dissonance.
Factors Influencing Consumer Behavior
- Cultural Factors: Culture, subculture, and social class shape consumer values, perceptions, and behaviors.
- Social Factors: Reference groups, family, roles, and status.
- Personal Factors: Age, life cycle stage, occupation, economic situation, lifestyle, and personality.
- Psychological Factors: Motivation, perception, learning, beliefs, and attitudes.
Applications in Marketing
Marketers use consumer behavior insights to:
External Links
Related Topics