The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how
°The psychology of how consumers think, feel, reason an select
between different alternatives
°The psychology of how the consumer is influenced by his envi-
ronment like family, culture, media
°The behaviour of consumers while shopping or making other marketing
decisions
°Limitations in consumer knowledge or information processing abilities
influence decisions and marketing outcome
°How consumer motivation and decision strategies differ between products
that differ in their level of importance or interest that they entail for the
consumer
°How marketers can adapt and improve their marketing campaigns and
marketing strategies to more effectively reach the consumer
One of often needed definition of consumer behaviour is ”The study of individuals, groups, or organisations and the processes they use to select, secure, use, and dispose of products, services, or ideas to satisfy needs and the impacts that these processes have on the consumer an society “. There are elements of psychology,
sociology, sociopsychology and economics influencing the buyer´s decision.
Consumer behaviour is the study of how people buy, what they buy, when and why
they buy. Consumer behaviour involves services and ideas as well as tangible products. The main applications are marketing strategy, public policy, social
marketing and as a final benefit, studying consumer behaviour should make us better consumers.
Table of Contents
1. Introduction
2. Research Methods
3. Problem recognition
4. Demographics
5. Segmentation
6. Decision making
7. Influences
8. Perception
9. Links
Research Objectives and Topics
This work explores the psychological foundations of consumer behaviour, aiming to explain how individual and environmental factors dictate the choices consumers make and how firms can strategically adapt their marketing to address these processes.
- The psychological mechanisms behind consumer reasoning and selection.
- Environmental impacts on buying behavior, including social and cultural influences.
- Strategic market segmentation based on consumer needs and demographics.
- The step-by-step nature of consumer decision-making and post-purchase evaluation.
- Techniques for managing consumer perception through stimulus exposure and repetition.
Excerpt from the Book
Decision making
Consumer decision involves several steps. The first one is “ problem recognition “ , because something is not as it should be. The second step is “ information search “, we have some alternatives of solving the problem, perhaps to buy a new car, a used car or to go by bus or taxi.
The third step involves “ evaluation of alternatives “ and finally the purchase stage, sometimes a post – purchase stage, if you are not content with the product. As soon as the alternatives have been evaluated, the consumer is ready to make a purchase decision. It happens that such decisions not result in an actual purchase. Often provision of credit or payment modalities may encourage purchase, or a sales promotion such as the opportunity to receive a premium or enter a competition can decide to buy now. The relevant internal psychological process that is associated with purchase decision is integration.
The basic model of consumer decision making, also referred as EKB model (Engel, Kollat & Blackwell from 1969 was further developed by Rice ( 1993 ) which suggested there should be a feedback loop. Foxhall ( 2005) further suggests the important of the post purchase evaluation is the key for future buying patterns.
Summary of Chapters
Introduction: Defines the scope of consumer behaviour as a multidisciplinary study involving psychology, sociology, and economics to understand how choices are made.
Research Methods: Discusses the necessity of market research in risk reduction and introduces basic definitions of perception.
Problem recognition: Explains the discrepancy between desired and actual states as the primary trigger for the buying process.
Demographics: Analyzes how population structures and aging demographics influence economic and marketing strategies.
Segmentation: Categorizes marketing approaches into undifferentiated, concentrated, and differentiated strategies based on consumer variables.
Decision making: Details the sequential steps of consumer action and the importance of the EKB model in understanding purchase behavior.
Influences: Outlines the internal and external factors that shape consumer choices, ranging from personality to cultural environment.
Perception: Examines the role of stimuli, attention, and repetition in shaping how consumers interpret information.
Links: Provides a directory of professional organizations relevant to the field of consumer research.
Keywords
Consumer behaviour, Marketing psychology, Market research, Problem recognition, Demographics, Segmentation, Decision-making, EKB model, Perception, Stimulus, Motivation, Buyer behavior, Marketing strategy, Consumer needs, Purchasing process
Frequently Asked Questions
What is the primary focus of this work?
The work focuses on the psychological and behavioral processes that drive consumers to select, use, and dispose of products and services.
What are the core thematic fields covered?
Key fields include consumer decision-making models, market segmentation strategies, the impact of demographics on marketing, and the psychology of perception.
What is the central research question?
The text seeks to understand how various internal and external factors influence consumer choices and how businesses can utilize this understanding to improve their marketing outcomes.
Which scientific methods are discussed?
The text highlights the necessity of market research, the utilization of decision models like the EKB model, and the application of psychological theories such as Maslow’s hierarchy of needs.
What topics are explored in the main body?
The main body covers the steps of the buying process, types of marketing strategies, factors influencing consumer behavior, and the role of perception in advertising.
Which keywords best characterize the study?
Relevant keywords include consumer behaviour, decision-making, market segmentation, perception, and marketing strategy.
How does the author define the relationship between problem recognition and motivation?
The author identifies motivation as the internal psychological process triggered when a consumer perceives a gap between their desired and actual state, compelling them to take action.
Why is the "post-purchase evaluation" considered important in the chapter on decision-making?
According to the text, citing Foxhall (2005), the post-purchase evaluation is viewed as the critical key for determining future buying patterns and brand loyalty.
- Citar trabajo
- Heinrich Struck (Autor), 2008, Consumer behaviour and the psychology of marketing, Múnich, GRIN Verlag, https://www.grin.com/document/118194
