Consumer Behavior

Consumer Behavior



Whatis ?

Consumerbehavior encompasses studying factors that influences individuals andcorporate to select, buy and use particular services and/or products.The study of consumer behavior enhances one’s understanding aboutfactors such as perception, satisfaction, and attitudes thatinfluences the purchasing decisions (Raab,2010). Itenables one to select the preferred product from differentalternatives and ultimately make a decision to buy. Such anadopted behavior of the local consumers is likely to impact on themarket share and growth of the firms. The accomplishment of a companyproduct or service is largely dependent on the recognition it getsfrom the consumers. The clients have distinct needs andcharacteristics that influence their decision to identify or purchasea given product. In some instances, the consumer purchases a productdepending on the price, quality and satisfaction, among others. Themarketers identify the behavior to help in the formulation of theappropriate marketing strategies.

Behaviorinfluences a client to form an attitude through the emotionalfeelings about a product or service offered by an organization.Consumers make their decision to purchase a product or service basedon the information and influences they have experienced. When aconsumer forms an attachment to a given product, he or she is highlyprobable to purchase the product. Goodmarketers seek to understand the challenges or anxiety that aconsumer face before purchasing a product/service.

Roleof Motivation in

Motivationis meant to influence the inner desire among the consumers.Motivation is done through experiences. This form of desire shows aconsumer about the capacity of a product or service in satisfying hisor her desires (Hoyer, 2008). There exist latent and manifest motivesthat drive the consumer into purchasing a given product or service.Latent motives are normally unknown to the consumers or attimes the consumers are hesitant to acknowledge them. Manifestmotives are normally known to the consumers while at the same timethe consumers are ready to acknowledge them. The marketers need totarget the manifest motives in their marketing campaigns as theconsumers will be ready to purchase such a product and/or service.The process is likely to involve minimal resources as the consumersare aware of what they need. Ordinarily, the customers know thefeatures that drive them into purchasing a given product. The imagebelow shows that the client intends to buy a Mercedes brand vehiclesince it is reliable and valuable. Such features will effectivelymotivate other clients into identifying with the brand. Satisfyingthe clients’ needs is necessary to boost his or her esteem andapprehension about a product/service. Fulfilling the needs gives theclient full satisfaction for identifying with a given brand.

TechnologicalAdvancement and

Intoday’s society, the changing dynamics have brought new clients’needs and behaviours. The marketing approaches have also changed dueto the advancement in technology. With technology, better andefficient marketing platforms have emerged. Social media, forinstance, is one of the efficient and cheaper marketing platformsused by companies today. Social media is rapidly gainingmomentum in business operations including marketing functions.Marketing and sales operations are being undertaken through theseplatforms due to the increased use of technology resources. Theconsumer behaviours have also changed with clients looking forquality goods and services that will satisfy their needs. Looking atthe global trends, companies are highly embracing social media intheir marketing activities. The idea is driven by the importance ofsocial media in influencing the consumer behaviour. High percentageof people are aware of significance of the social media hence use theplatform to identify the market trends.

Youngpeople, for instance, utilise the platform to explore the fashiontrends. Some go to the extent of purchasing the products from theonline platforms. It is expected that the social media will greatlyrevolutionalize the marketing approaches in the coming years. Anotherimportant aspect that has changed the consumer behaviour is theuptake of smartphones and M-commerce. Research studies indicate thatthe consumers are heavily relying on their mobile phones to shoponline. It is likely that the majority of the consumers tend topurchase products from the brands/organizations they follow on thesocial media. Mobile advertising through ‘mobile ads’ has provento generate higher performance. Many organizations are utilizing theplatforms to reach to high number of customers hence increaseawareness.


Consumerinvolvement is regarded as a psychological mindset that persuades theclients to identify a given product or service, trends and behavior.Ideally, clients explore the available alternatives that willoptimally satisfy their needs. The concept enables clients to exploreand think about the varying options offered by a company before theymake a decision to make a purchase. There exist low, some, and highinvolvement that results in varying purchase decisions. Highinvolvement enables the consumer to make wise decisions as well asgive him or her time to understand the product/service. Highinvolvement normally takes place when purchasing an expensive orhighly-valued product. Purchasing a car, for example, will requirethe client to examine the various brands and prices. Another exampleis when purchasing medicine to cure a disease. The consumer is highlyinvolved in the purchase decision in order to get the appropriatemedicine that will have minimal side effects to the body. Often, theclient will consult the experts before making the ultimate decisionto purchase a car.

Someinvolvement involves simple decisions that do not necessarily needintensive assessment. Conversely, low involvement denies the consumeran opportunity to full understand the preferences of the given brand.This is a habitual decision where the consumer has an existing habitof purchasing the items. Purchasing washing powder, for instance, ishabitual where the consumer will often stock his or her house withthe product. According to Blythe (2013),consumer involvement can be increasedthrough social visibility as well as appropriate awareness about agiven brand.

Implicationsof Cultural Facets on

Cultureis identified to influence the purchasing behavior. Cultural beliefsmay be influenced by religion and traditional practices.Belief is considered as mental representation of one’sattitude regarding the truth about something. Customs are mode ofbehavior that is culturally acceptable or commits people to behave incertain manner. Beliefs and customs have great influence on theconsumer behavior. It is notable that the clients identify with agiven culture that influences their beliefs and preferences. Beliefsand attitudes are some of the most challenging aspects of a consumerthat marketers find difficult to change. Behavior and preferencesportray disparities among the consumers, hence the need to considersuch factors when developing a marketing strategy.

Subscribingto any given cultural practices has resultant effects on the consumerbehavior. It is thus appropriate that the marketers understand thepreferences and cultural beliefs of theirtarget clients. Companies selling bacon products, for example, cannottarget the Asian region since majority of the population are Muslims.Islam beliefs identify pig-related products as unholy. Starbucks andother fast food companies cannot sell such products in such markets.The companies are compelled by such circumstances to sell productsthat conform to the clients’ preferences and religious beliefs. Thebeliefs have implications on the marketing strategies identified byan organization. In India, the family system has great influence onthe purchase decisions. Indians value a joint family system hence thequantity of the products must meet the satisfaction of all familymembers. In western nations, the kids and parents are moreindependent. As such, the consumer behavior for both the parents andkids is aligned with the individual needs. The kids do not have torely on the preferences of their parents to make a purchasingdecision.

Significanceof the in the Development of Marketing Strategies

Understandingthe consumer behavior is an important step that helps the marketersin understanding the clients’ needs. The behavior has greatsignificance in the purshasing decisions. It is thus appropriate forthe marketers to examine the consumer behvior before formulating themarketing strategies. It is notable consumer behavior is influencedby certan factors such as social, cultural and economic components.The marketing should seek to explore the characteristic ofevery domain within the target market since they have distinct buyingbehavior and considerations. A marketer, for instance, need toconsider the tastes and preferences of the target market.Understanding the consumer behavior is significant when formulatingthe marketing strategies. With such an understanding, the marketerscan easily create a lasting relationship with the consumers.

Marketingstrategies are aimed at raising awareness and winning customers. Inmaking decisions, marketers should have a comprehensive understandingof the product reception, preferences, and changes in the demandpatterns in the market. On their part, the clients identifywith products or services that meet and satisfy their needs. One canhave a good marketing plan but fail to make a sale because ofignoring the consumer behavior. The concept cannot be ignored in thedevelopment of the marketing strategies. It is hence advisable thatthe marketers examine the characteristics of the target customers. Acompany can easily identify the different marketniches based on psychographic characteristics of the customers andthen addressed the needs of these market segments effectively.Further, the concept helps an organisation in adjusting its marketapproaches with the aim of aligning the operations to enhancepositive outcomes. As such, understanding the consumer behaviour isessential in developing the market segmentation strategies. Theactions will work towards informing the marketer on the elaboratestrategies to use in ensuring that the product is acceptable to thetarget consumer. With the changing global dynamics, themarketers need to utilize the emerging platforms to communicate totheir customers. This will make the development of the marketingplans easier. The marketing approaches on advertising and salespromotion will thus be pegged on the need to lure the customers touse the products.


Blythe,J. (2013). Consumerbehaviour.London : SAGE.

Hoyer,W. D., &amp MacInnis, D. J. (2008). Consumerbehavior.Mason: South-Western.

Raab,G. (2010). Thepsychology of marketing : cross-cultural perspectives.Burlington: VT Gower.