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.
Table of Contents
1. Introduction
2. What is Consumer Behaviour?
3. Demographic factors
4. Situational factors
5. Level of involvement
6. Perception
7. Motives
8. Ability and knowledge
9. Attitude
10. Personality
Research Objectives and Themes
This essay critically analyses the primary factors influencing consumer buying behaviour, with a specific focus on the role of advertising in shaping consumer perceptions and purchasing decisions, while also distinguishing between individual and organisational purchasing behaviours.
- Analysis of psychological and personal factors influencing consumer decisions
- The role and impact of advertising on brand awareness and consumer loyalty
- Influence of advertising on children and family food purchasing choices
- Evaluation of key differences between organisational and consumer market requirements
- The importance of service, quality, and price in business-to-business purchasing
Excerpt from the Book
What is Consumer Behaviour?
"Consumer behaviour focuses on how individuals make decisions to spend their available resources (time, money, effort) on consumption-related items" (Schiffman and Kanuk 2000, p.5). In addition consumer behaviour may be defined as the process and activity when the consumers use to evaluate, purchase or dispose goods and services to satisfy their needs (Loudon and Bitta, 1993; Solomon et al., 2002; Hoyer and Maclnnis 1997, p.3). A study by Packard (1981 cited Wilmshurst 1995, p.11) showed that there are many reasons related to consumer behaviour and why people buy or do not buy product, for example quality of the product, shelf position, and advertising.
What do we mean if we are talking about consumer buying behaviour, there are several decision processes and acts of people (consumers) buying and using products for themselves or their household. These processes might be very interesting for companies and their marketing managers. However, what are the reasons why marketers should know about consumer buying behaviour.
Summary of Chapters
Introduction: Outlines the scope of the essay, focusing on how advertising and various personal factors influence consumer purchasing decisions.
What is Consumer Behaviour?: Defines the core concepts of consumer behaviour and why understanding these processes is vital for effective marketing strategies.
Demographic factors: Examines how individual characteristics such as age, income, and life-cycle stages dictate product preferences and spending habits.
Situational factors: Discusses how external conditions and unexpected life events significantly impact and alter a consumer's decision-making process.
Level of involvement: Explains how the intensity of interest in a product category affects a consumer's willingness to seek information before purchasing.
Perception: Describes how sensory inputs are filtered and interpreted by individuals to create meaning and guide purchasing actions.
Motives: Explores the internal needs and goals that drive consumers to purchase, noting that these motives are often complex and prioritized differently.
Ability and knowledge: Highlights the role of learning capacity, product familiarity, and expertise in determining whether a consumer will proceed with a purchase.
Attitude: Details how positive or negative feelings towards a brand or product shape long-term consumer relationships and company success.
Personality: Investigates the link between individual character traits and consumer preferences, assisting marketers in targeting specific advertising campaigns.
Keywords
Consumer Behaviour, Advertising, Marketing Strategy, Demographic Factors, Situational Factors, Level of Involvement, Psychological Influences, Perception, Brand Loyalty, Organisational Purchasing, Consumer Attitude, Market Segmentation, Product Awareness, Consumer Satisfaction, Purchasing Decision
Frequently Asked Questions
What is the primary focus of this essay?
The essay critically analyses and evaluates the major factors affecting consumer buying behaviour, specifically examining the role of advertising and the psychological and personal drivers of purchasing decisions.
What are the central themes discussed in the work?
Central themes include the influence of advertising on brand recognition, the impact of personal and situational factors on buying, and the fundamental differences between consumer and organisational purchasing processes.
What is the core research goal?
The goal is to understand how advertising influences consumer attitudes and behaviours, and to identify why this knowledge is critical for successful marketing and competitive positioning.
Which scientific methods are applied in this work?
The work employs a literature-based analytical approach, synthesising academic research and studies from the late 20th century to evaluate consumer behaviour models and marketing communication impacts.
What topics are covered in the main body?
The main body covers individual decision-making, psychological influences (perception, motives, attitude), social factors (family, reference groups, culture), and the specific requirements of organisational buyers regarding quality, service, and price.
Which keywords define this document?
The most relevant keywords include Consumer Behaviour, Advertising, Marketing Strategy, Brand Loyalty, and Organisational Purchasing.
How does advertising influence food purchasing in children?
The text notes that advertising can influence children to persuade their parents to make purchases by introducing products with premiums or by creating a persistent presence in the child's life.
What are the key differences between consumer and organisational buying?
Organisational buying is driven more by specifications, quality requirements, and service elements like on-time delivery and credit, whereas consumer buying is more heavily influenced by personal factors, attitude, and emotional brand associations.
- Citation du texte
- Wanchat Kengthon (Auteur), 2010, Consumer Buying Behaviour, Munich, GRIN Verlag, https://www.grin.com/document/163409
