Pdf the different theories on consumer behavior and the relevant research conducted on the understanding of the consumer behavior. The consumer has a given income which sets limits to his maximizing behaviour. Consumer behaviour jane priest is a teaching fellow at edinburgh business school and teaches parts of the oncampus marketing course, as well as the consumer behaviour elective by distance learning. The sellers market has disappeared and buyers market has come up. The behavior that consumers display in searching for, purchasing, using, evaluating, and. Consumers purchase products and services as and when need arises. The early theories of consumer behaviour was based on economic theory which is based on the assumption that the consumer is rational in his purchases zinkhan et al. Marketers at every stage make such assumptions or conclusions as to how consumers may react to their offers or how the potential buyers may behave.
The essential component of human behavior, the consumers behavior restrictively, reflects peoples conduct when it comes to buying and or. After the understanding of the consumer behavior, the different. The opportunities to utilize sociological theories in consumer behavior research can be identified and categorized based on talcott parsons 1951 depiction of the human action systema general. Theories and concepts for human behavior in environmental. Personality trait theory and consumer behaviour article pdf available in vikalpa 32 april 1978 with 5,811 reads how we measure reads. For any two bundles of goods a and b which are identical the consumer will consider a to be at least as good as b a is weakly preferred to b. Utility theory indifference theory vilfredo pareto william stanley jevons described thru analyz in total utility consumers preferencetu and marginal utilitymu of various utils is the unit of combinations of goodsmeasure and services based on consumer satisfaction nature not on totalcan be measured thru tu. She is a key member of a team exploring how technology can be used to enhance the student learning experience. The prime objective of this paper is to provide an overview of the needs theories so as to link consumer needs to enterprise strategies. Chapter 1 provided an overview of the area of research for this study, by. During past three decades many consumer behavior theories and models have been developed and become prominent research topics in various fields of. Read this article to learn about the nature, theories, personal values and life style concept of personality of a consumer.
Marketing implications of consumer behaviour study of consumer behaviour modelling an overview consumer behaviour is comparatively a new field of study which evolved just after the second world war. To understand the various perspectives of consumption, one needs to take an approach that combines the different dimensions of consumption for economic, symbolic purposes which combines with the overall consumer culture as the zeitgeist to. The prime objective of this paper is to provide an overview of the. Pdf a study of theories on consumer behavior researchgate. In keeping with the veblenian model, for example, they are beginning to understand that our facepaced, technologysaturated culture means that consumers are placing an even higher value on their time. There are two main approaches to the of consumer behavior of demand. Consumer researchers have been increasingly interested in how cognitive personality factors influence various aspects of consumer behavior. The economic model, the learning model, the psychoanalytic model and the sociological model the influence of the various social sciences such as economics, psychology, sociology and anthropology has promoted marketing experts to propound certain models for explaining buyers behaviour. However, consumer behavior was not to be denied unified theories or models of behavior of its own. To understand the factors that influence consumer behaviour and develop sound marketing strategy s. The different theories on consumer behavior and the relevant research conducted on the understanding of the consumer behavior. Motivation is the driving force within individuals that impels them to action. A cognitive approach to consumer behaviour consumer.
The theory of consumer behavior built on both the cardinal and ordinal. While this evolution has been continuous, it is only since the 1950s that the notion of consumer behaviour has responded to the conception and growth of modern. Consumer behavior theories are also assumptions or conclusions about how consumers behave or may behave. Utility, want, and need and noneconomic aspects environmental factors and individual factors are. Consumer behaviour involves both individual and group processes.
According to belch and belch, whenever need arises. Doc consumer behaviour theories and models ravimohan. This article looks and consumer behaviour in general and also examines the various theories and models that are available to understand consumer behaviour. The income constraint, in the case of two commodities, may be written. Models of consumer behavior as the buying process is very important in marketing, it would be ideal to have a complete idea on buyer behavior model. Keywords consumer behaviour, consumer behaviour models, cognitive approach to models of. The use of theories help marketers better understand what makes consumers s they do so. The theory of consumer behaviour in fast food marketing. Consumer behaviour seeks to explain how a consumer distributes her income across various purchases and how pricing is a deciding factor. Consumer behaviour is simple a large subset of larger field of human behaviour and an extended field of marketing attracting researchers and marketers from past few decades. Income acts as a constraint in the attempt for maximizing utility. The justifications and explanation was based on available consumer decision making theories, buying behaviour model and deep study of selected determinant learning. Alternatively we can say, the consumer is indifferent between a and b. Utility theory indifference theory vilfredo pareto william stanley jevons described thru analyz in total.
Motivation is the activation or energization of goaloriented behavior. Several consumer behavior theories have emerged as marketers apply findings in fields like psychology and sociology to consumers wants, needs and identities. This paper examines the consumer behaviour theory and its relevance in the marketing practices of fast food firms. Marketers at every stage make such assumptions or conclusions as to how consumers may.
To provide a strong, usable and comprehensive managerial understanding of consumer behaviour. Im not an expert in all areas of consumer behavior, but i do usethrow around some economic concepts from time to time, so i can share a little bit of what i know about a few economic theories. If youre looking for a free download links of consumer behavior pdf, epub, docx and torrent then this site is not for you. The first approach is the marginal utility or cardinalist approach. Consumer theory jonathan levin and paul milgrom october 2004 1 the consumer problem consumer theory is concerned with how a rational consumer would make consumption decisions. The influence of behavioural psychology on consumer. The theory of consumer behavior considers how a consumer uses his income in order to accomplish the most astounding fulfillment or utility. Im not an expert in all areas of consumer behavior, but i do usethrow around some economic concepts from time to time, so i can share a little. Though impulse purchases are a significant part of a consumers buying patterns, rational decisionmaking processes dominate consumer behavior and affect marketing theory. Jun 01, 2018 several consumer behavior theories have emerged as marketers apply findings in fields like psychology and sociology to consumers wants, needs and identities. The role of ecommerce on consumer behaviour introduction in view of increasing levels of ecommerce activity by retailers, it still remains uncertain how they are going to use this technology to gain.
Food products with nutrition and health claims becici 12 october, 2009. Theories of consumer behavior and methodology applied in. This led to paradigm shift of the manufacturers attention from product to. Chapter iv theories on consumer behaviour consumer behaviour can be examined as it is a decision making process of an individual when consumer engaged in evaluating, acquiring, using or disposing goodsservices. This utility maximization conduct of the consumer is liable to the demand forced by his constrained income and the prices of the different things he wishes to expend. We now use a standard argument from the theory of stochastic processes. It was on the need to address these problems that this work was. Posted by simon hall, 2nd may 2016 the field of consumer behaviour is the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services. In a laymans language consumer behaviour deals with the buying behaviour of individuals. The object to study the consumer behaviour and decision making is to examine the role of determinates that influence the final decision of consumer. The economic model, the learning model, the psychoanalytic model and the sociological model the influence of the various social sciences such. Some of the most popular examples include psychoanalytic theory and pavlovian theory.
Marketing implications of consumer behaviour study of consumer behaviour modelling an overview consumer behaviour is comparatively a new field of study which evolved just after the second world. At the heart of the scientific study of marketing are key insights about consumer behavior, or why consumers buy and act the way they do. This article critiques the economic, symbolic and consumer culture perspectives of consumption and their impact on the strategies pursued by the marketers. Pavlovian theory is a learning procedure that involves pairing a stimulus with a conditioned response. Lecture 2 theories and models of consumer behavior 1. Pdf personality trait theory and consumer behaviour. If youre looking for a free download links of consumer. Consumer behaviour is defined as all psychological social and physical behaviour of potential customers as they become aware of. Major factors influencing consumer behavior, economic. While no single theory is unifying, each one provides a unique piece of the puzzle in understanding the psychological processes of people and their patterns of consumption.
This utility maximization conduct of the consumer is liable to the. The aim is to bring out the interrelationship between the consumer behaviour theory as explained by alfred marshall and the marketing aspects of fast food chains. An understanding of personality traits of the consumer helps marketers to identify the kind of behaviour their consumers might have which. The early theories of consumer behaviour was based on economic theory which is based on the assumption that the consumer is rational in his purchases. Consumer behaviour is defined as all psychological social and physical behaviour of potential customers as they become aware of, evaluate, purchase, consume, and tell others about products and services. The main catalyst which triggers the buying decision of an individual is need for a particular productservice. Sep 10, 2017 which are the theories of consumer behaviour.
Cardinal and ordinal utility 11 cardinal utility means that an individual can measure his utility and can attach specific values of utility from consuming each quantity of a good or basket of goods. A model is an attempt to diagram the elements and relationship among the. Primitive models behavioural change model, environmentally responsible behaviour. Nicosia and mayer, 1976, there has been only limited application of sociological theories. May 29, 2014 lecture 2 theories and models of consumer behavior 1. The decision making is basically depend on two important aspects. Consumer behavior theory theories of consumer behavior are a natural extension of human behavior theories. Despite the well recognized need for sociological approaches in explaining consumer behavior ferber, 1976. Bluntly speaking, these assumptions or conclusions are also consumer behavior theories. Consumer behavior theories predict how consumers make purchasing decisions and show marketers how best to capitalize on predictable behaviors. Concepts and theories regarding the behavior of the consumer of products and services rabontu, cecilia irina and boncea, amelia georgiana november 2007 online at. Whereas one approaches the people to work in the best possible manner providing better monetary and nonmonetary incentives, the other tries to induce the man by cutting their wages and other facilities and amenities on the belief that man works out of fear.
Chapter iv theories on consumer behaviour consumer behaviour can be examined as it is a decision making process of an individual when consumer engaged in evaluating, acquiring, using or. Concepts and theories regarding the behavior of the consumer of products and services rabontu, cecilia irina and boncea, amelia georgiana november 2007 online at mpra paper no. Both positive and negative motivation aim at inspiring the will of the people to work but they differ in their approaches. It might be useful to position sociological research within the field of consumer behavior research in general. May 25, 2018 applications of consumer behavior theories marketers are now using these foundational theories of consumer behavior in innovative ways. Consumer behavior had emerged out of a base of grand elegant theories. For understanding consumer behaviour, implementation of consumer behaviour theories and verification of applications of such theories is necessary. Defining a model of consumer behavior it is an attempt to structure the internal and external factors that affect the decision making process predicting consumers behavior sales of new products choosing the optimal location selection of the media mix. To understand the factors that influence consumer behaviour. Apr 28, 2016 a cognitive approach to consumer behaviour posted by simon hall, 2nd may 2016 the field of consumer behaviour is the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires.
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