Currently, the behaviour of consumers is changing more frequently than it was decades ago. What used to be “in” yesterday is “out” today. Identifying and understanding the subcon-scious triggers that are accountable for particular customer actions and reactions is a key fac-tor for enterprises when establishing efficient solutions. Being unaware to customer behaviour is not feasible. There are various influences on human behaviour. The decision-making proc-ess is affected by cultural and social factors, for example through the individual’s family and friends. The childhood and the human’s development has a crucial impact on personal deci-sion making process. Furthermore, it is affected by individual characteristics, e.g. age and lifestyle, as well as psychological factors, e.g. motivation, beliefs and attitudes.
Examining complex relations of a variety of aspects, present at diverse stages, from arousal to decision, as well as from purchase to post-purchase experiences is vital in order to understand purchasing behaviour.
For that reason, this essay intends to give a general overview on consumer behaviour and to point out the development and changes of consumer attitude over time. Concerning this matter, the consumer behaviour process with its general main stages will be discussed at first. As major power of influence within the purchasing process the environmental and personal fac-tors as well as the marketing mix will be highlighted especially. For clarifying the importance of further discussed theoretical models as well as illustrating its ubiquity an practical example of a day-to-day purchasing decision will be discussed. As a rounding up for the reader a conclusion will follow.
Table of Contents
1 Introduction
2 Consumer Behaviour Process
2.1 Marketing Mix
2.2 Individual Factors and Environmental Factors
2.2.1 Environmental Factors
2.2.2 Individual Factors
3 Application of Consumer Behaviour Process
4 Conclusion
Objectives and Topics
The primary objective of this study is to provide a comprehensive overview of consumer behavior, analyzing the multifaceted influences—ranging from environmental and personal factors to the marketing mix—that shape the consumer decision-making process over time.
- Analysis of the consumer behavior process and its main stages.
- Examination of individual and psychological factors impacting purchasing decisions.
- Investigation of environmental, cultural, and social influences.
- Evaluation of the role of the marketing mix in consumer engagement.
- Practical illustration of these theoretical models through a day-to-day decision-making example.
Excerpt from the Book
2.1 Marketing Mix
The marketing mix is the set of marketing tools, the so-called 4Ps: Product, Price, Place and Promotion, a company uses to pursue its marketing objectives in the target market. (Kotler, P./ Armstrong, G.; 2010. p. 76) Contrary, in the consumer’s perspective there are the 4Cs: Customer needs and wants, Cost to the customer, Convenience and Communication. Meeting the 4Cs is essential for the survival and the success of a company. (Dibb, S.; 1994)
Summary of Chapters
1 Introduction: Provides an overview of the changing nature of consumer behavior and outlines the structural approach for examining influences on the purchasing process.
2 Consumer Behaviour Process: Introduces the theoretical framework, detailing the interaction between individual, environmental, and marketing-driven stimuli that result in consumer decisions.
3 Application of Consumer Behaviour Process: Demonstrates the theoretical models through a real-world case study of an individual purchasing a new vehicle.
4 Conclusion: Synthesizes the importance of understanding consumer behavior in competitive markets and summarizes how various factors weight into the final decision-making process.
Keywords
Consumer Behaviour, Marketing Mix, Purchasing Process, Environmental Factors, Individual Factors, Psychological Factors, Decision-Making, Stimuli, Attitude, Tripartite Theory of Attitudes, High Involvement, Low Involvement, Consumer Needs, Social Influence, Marketing Objectives
Frequently Asked Questions
What is the core focus of this publication?
This work fundamentally explores the complex dynamics of consumer behavior, identifying the subconscious triggers and external influences that dictate how and why consumers make purchasing decisions.
What are the central thematic fields covered?
The text focuses on three primary pillars: environmental influences (culture, society), individual characteristics (psychology, personal life cycle), and the strategic application of the marketing mix.
What is the primary research goal?
The aim is to provide a comprehensive understanding of how consumers evaluate stimuli and how marketers can effectively influence these processes to ensure commercial success.
Which scientific methodology is applied?
The publication utilizes a theoretical review approach, integrating established models like the A-B-C theory (Tripartite Theory of Attitudes) and Kotler’s model of consumer behavior factors to analyze empirical marketing concepts.
What topics are discussed in the main body?
The main body covers the stages of the purchasing process, the distinction between high and low involvement decisions, and an in-depth analysis of cognitive consistency and social judgment theories.
Which keywords define this work?
Key terms include consumer behavior, marketing mix, purchasing process, stimuli, individual and environmental factors, and attitude theory.
How does the author explain the difference between 4Ps and 4Cs?
The author distinguishes between the company-centric 4Ps (Product, Price, Place, Promotion) and the consumer-centric 4Cs (Customer needs, Cost, Convenience, Communication), emphasizing that meeting the latter is crucial for company survival.
What does the case study in chapter 3 illustrate?
It illustrates the practical application of the theory by tracking a 45-year-old manager’s decision-making process when purchasing a new car, highlighting how personal needs, social status, and marketing stimuli influence his final brand choice.
Why is the "Tripartite Theory of Attitudes" important for companies?
It is essential because it breaks down attitude into affective, behavioral, and cognitive elements, allowing companies to understand that knowing a product's details is not enough to predict an actual purchase without assessing consumer evaluation methods.
- Arbeit zitieren
- Olga Sokolowski (Autor:in), 2011, Influences and Attitudes within Consumer Behaviour Process, München, GRIN Verlag, https://www.grin.com/document/176466
