Consumer 's Influence On Consumer Behavior

Understanding consumer behaviour is essential to succeed in business. As Solomon et al. (2013) stresses, businesses exist to satisfy consumer’s needs. By identifying and understanding the factors that influences their customers, firms have the opportunity to develop a more efficient strategy, marketing message and advertising campaigns that is more in line with the needs and ways of thinking of their target consumers (Perreau, 2015).

The author uses an arbitrary coherence to show that it influences consumers’ decision making process.

However, Wei is limited by a budget of $200-$250 for the purchase. Therefore, the purpose of purchase is to select appropriate yet economical gifts for his family for the occasion. Lanolin cream is a reasonable choice for Wei upon consideration because of the reasonable price and the product awareness among his family members. There are two relevant situational influences in this purchase situation. Situational influences is all those factors that impact customer’s decision beside the condition of products self and pertains to time and location (Quester, etc, 2013, p.38). Those two relevant dimensions under situational influences in this situation are temporal perspectives and task definition.

The purpose of this exercise is to broaden your understanding of consumer behaviour by bringing

Understanding and acting upon consumer behavior is at the core of becoming a successful retailer. Today’s business environment is packed with competing firms, all seeking to convenience customers to choose them over their competitors. Many industries, such as the soda, cell phone, and washing detergent industry are dominated by a just a few or a sole firm. Therefore, more than ever it is difficult to intervene in the habitual consumption of most consumers. A consumer’s buying process is what must be closely analyzed by any existing or new firm that is trying to become competitive in today’s business environment.

Involvement has for the last decades been an important topic within marketing, and especially when discussing consumer behaviour. This essay aims to explain different types of involvement, using real life examples to illustrate the concepts. Competitors will always be competitors, so this essay will also highlight how involvement can make products differentiate from them. Lastly, a few other theories relevant to involvement are lightly discussed.

Every decision a consumer makes, whether to purchase or not, will be influenced by a number of factors. Consumers today experience a wide variety of messages (stimuli) from marketers across many different mediums.

Intention to buy may be referred as a reflection of real purchase behavior [41]. The greater the purchase intention is, the greater a consumer’s desire to buy a product or service, it occurs when the consumers perceive product preference in the stage between making purchase evaluation and the actual purchase behavior [41]. Purchase intention is stimulated by external factors of decision-making, personal characteristics, consumer previous experience and customers’ preferences by experience [41].

The value of influence is also a crucial element in understanding consumer purchase decision. Brown and Hayes (2008) interpret influence as ‘the action of creating a conductive environment which shapes other consumers’ perspective on a particular matter’ and ‘the ability to alter a person, item or route’.

The individual buyer characteristics have a huge impact on final purchase decisions. Cultural, social, personal and psychological factors all affect characteristics of a consumer.

When a consumer decides to buy a product, they are influenced by marketing stimuli - that being, the marketing mix

Almost all marketers must understand consumer behaviour because it allows marketers to understand and predict buying behaviour of consumers. Consumer buying behaviour (CBB) is crucial for marketers, at the same time it is a difficult subject to understand. CBB is not only about what consumers buy or what they are interested. CBB is all about why consumers buy it, where do they prefer to buy it, how they buy it, when they buy it and how often they buy it. CBB is a vast subject and marketers can use CBB for almost every business around the world. CBB can be influenced by culture, social class, family, personality, psychological factors and from his subculture. CBB is difficult and complex subject for marketers because CBB is evolving and thriving. CBB can be complex or simple mental process at the same time for marketers. In behaviour, human beings change directions of their lives. Environmental events are also other factor, which affects CBB. What happens in the external environment of consumers, also affects their buying behaviour. Marketers have the opportunity to understand and identify the CBB so that they can develop a significant strategy for their product or brand awareness. Advertisement is another important factor for marketers to convince and remind consumers about their product. Most of the time advertisements on

Psychological factors are an important part of the decision process. These are inherent to an individual and usually generate forces which affect his buying behavior. These forces include perception, motives, attitudes, learning and personality.

Thus, depending on the type of decision being made, the degree and strength of active reasoning will vary. There are three factors which influence the degree of active reasoning that is undertaken by the consumer in his process of decision-making. These are: i) involvement, ii) alternative differentiation, and iii) time pressure i) Involvement: When a product is perceived to be of great personal importance to the customer, such as personal clothing, or its purchase involves a great deal of money or risk such as jewellery, car, house, company shares, the level of involvement in making the decision is likely to be very high. The consumer is likely to spend a great deal of time before arriving at the final decision. In contrast, when buying items which do not reflect much on the consumer's personality or their purchase involves small amounts of money .or the risk associated with them is not high, the degree of involvement of the consumer is likely to be low. Products such as shoes, polish, toilet soap, toothpaste, biscuits etc. would fall in this category. ii) Differentiation: When the consumer perceives that the various alternatives which are available are very different from one another in terms of their features and benefits offered, he is likely to spend more time in gathering information about and evaluating these

Environmental variables can affect the buying behavior of consumers as related marketing research suggested that the environment provides some type of experience for consumers , which are used for the promotion and sale of products or services. Specifically, the marketing research conducted to describe the effect of different emotional condition at the time of purchase of the buyers who cannot decide what to buy, use the process of purchase intent. The intent to purchase , a customer buying the product unintentionally and unplanned . Shopping lifestyle consumer describes the behavior of consumers who want to buy and give positive responses with respect to the consumer product .In this condition , take only the data for retail