A company may think that if it can provide the perfect product to the customers, they will buy it. Many customers are brand loyalty therefore sometimes the good products cannot be competing with the good brand. However factors influencing consumer behaviour is not only the product itself but also advertising, which can be one of the most important factors affected purchasing decision. Typically every company realise an essential of advertising as it is shown in the profit and loss statement. Moreover it is noticeable that budget for advertising always high. It is well-known fact that
advertising plays an important role in people's daily lives. The advertising is available anywhere both inside and outside home. Recent research suggests that people spend two and a half hours on average watching television (Livingstone and Bovill, 1999 cited Dickinson, 2000). This essay critically analyses and evaluates the major factors that could affect consumer buying behaviour. Nevertheless, I would like to base my overall main points on advertising as the major factors which would makes it a lot easier and I could focus on this scenario and hopefully answer all my questions. Throughout this essay, the term of advertising covers all media for instance television, radio, newspaper, direct mail, yellow pages, magazine, billboards, leaflets and even on film (Perreault and McCarthy 1999, p.450). This essay is divided into three sections. Firstly it will look at what consumer behaviour is, I will analyse and evaluate the major factors. Secondly it will discuss the importance of the advertising, show my understanding and explain why it is important to successful marketing. I will, thirdly, analyse the consumers' attitude and advertising. Finally this review will mention about advertising influences consumers buying food. Also, identify and evaluate key differences between organisational and consumer purchasing and discuss their implications for marketers.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- What is Consumer Behaviour?
- The advertising is important and the main factor as it can inform or remind the audiences about the existence of the brands and also influence their buying decision making
- The purchasing decision can be influenced by a lot of personal factors, which means factors that are unique to only one person
- In addition to the personal factors there are also psychological factors that can influence the buying decisions
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This essay critically analyses and evaluates the major factors that could affect consumer buying behaviour, focusing particularly on the role of advertising. The essay explores how advertising can influence purchasing decisions and examines the importance of understanding consumer behaviour for successful marketing. It also investigates the key differences between organisational and consumer purchasing and discusses their implications for marketers.
- Consumer buying behaviour
- The role of advertising in influencing purchasing decisions
- The importance of understanding consumer behaviour for successful marketing
- Key differences between organisational and consumer purchasing
- Implications for marketers
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: Introduces the topic of consumer buying behaviour and highlights the importance of understanding it for successful marketing. It focuses on the role of advertising as a key factor influencing consumer behaviour.
- What is Consumer Behaviour?: Defines consumer behaviour as the process and activity consumers use to evaluate, purchase, or dispose of goods and services to satisfy their needs. It discusses the various reasons why marketers should understand consumer buying behaviour, such as predicting consumer reactions to marketing strategies.
- The advertising is important and the main factor as it can inform or remind the audiences about the existence of the brands and also influence their buying decision making: Discusses the importance of advertising in informing and influencing consumer buying decisions. It highlights advertising as a medium for sponsors to communicate information about their products and services to target audiences.
- The purchasing decision can be influenced by a lot of personal factors, which means factors that are unique to only one person: Explores the various personal factors that can influence purchasing decisions. This includes demographic factors such as age, sex, and income, as well as situational factors and the level of involvement.
Schlüsselwörter (Keywords)
Consumer buying behaviour, advertising, marketing, purchasing decisions, demographic factors, situational factors, level of involvement, psychological factors, perception, motives, organisational purchasing.
- Quote paper
- Wanchat Kengthon (Author), 2010, Consumer Buying Behaviour, Munich, GRIN Verlag, https://www.grin.com/document/163409
