Then, the paper presents a comprehensive model of customer value for the consumer market integrating consumer values, product benefits, logistic benefits, and various costs of consumption. Finally, the implications of holistic consumption behavior analysis for marketing strategy are discussed.
History of marketing thought In the s and 50s, marketing was dominated by the so-called classical schools of thought which were highly descriptive and relied heavily on case study approaches with only occasional use of interview methods.
At the end of the s, two important reports criticised marketing for its lack of methodological rigor, especially the failure to adopt mathematically-oriented behavioural science research methods. From the s, marketing began to shift is reliance away from economics and towards other disciplines, notably the behavioural sciences, including sociology, anthropology and clinical psychology.
This resulted in a new emphasis on the customer as a unit of analysis. As a result, new substantive knowledge was added to the marketing discipline - including such ideas as opinion leadership, reference groups and brand loyalty.
Market segmentationespecially demographic segmentation based on socioeconomic status SES index and household life-cycle, also became fashionable. With the addition of consumer behaviour, the marketing discipline exhibited increasing scientific sophistication with respect to theory development and testing procedures.
By the s, marketing began to adopt techniques used by motivation researchers including depth interviews, projective techniques, thematic apperception tests and a range of qualitative and quantitative research methods. Consumer behaviour is concerned with: As a field of study, consumer behaviour is an applied social science.
Consumer behaviour analysis is the "use of behaviour principles, usually gained experimentally, to interpret human economic consumption. Understanding purchasing and consumption behaviour is a key challenge for marketers. Consumer behaviour, in its broadest sense, is concerned with understanding both how purchase decisions are made and how products or services are consumed or experienced.
Consumers are active decision-makers. They decide what to purchase, often based on their disposable income or budget. They may change their preferences related to their budget and a range of other factors. Some purchase decisions involve long, detailed processes that include extensive information search to select between competing alternatives.
Some purchase decisions are made by groups such as families, households or businesses while others are made by individuals. When a purchase decision is made by a small group, such as a household, different members of the group may become involved at different stages of the decision process and may perform different roles.
For example, one person may suggest the purchase category, another may search for product-related information while yet another may physically go to the store, buy the product and transport it home.
It is customary to think about the types of decision roles; such as: In a family unit, the adult female often makes brand choices on behalf of the entire household, while children can be important influencers The Initiator the person who proposes a brand or product for consideration something in return ; The Influencer someone who recommends a given brand; The Decider the person who makes the ultimate purchase decision; The Purchaser the one who orders or physically buys it; The User the person who uses or consumes the product.
The importance of children as influencers in a wide range of purchase contexts should never be underestimated and the phenomenon is known as pester power.
The decision model situates the black box in a broader environment which shows the interaction of external and internal stimuli e. The decision model assumes that purchase decisions do not occur in a vacuum. The elements of the model include: In practice some purchase decisions, such as those made routinely or habitually, are not driven by a strong sense of problem-solving.
High involvement products are those that carry higher levels of risk and are often expensive, infrequent purchases. The strength of the need drives the entire decision process.THE STUDY OF CONSUMER BEHAVIOR IN PURCHASING BEAUTY PRODUCTS. Introduction.
The study of consumer behavior has become a critical element in the world of commerce as it influences the decisions made /5(K). A Study on factors influencing consumer buying behavior in cosmetic Products A,vetconnexx.comh Kumar 1 vetconnexx.comin John2, suggests that beauty consciousness among people in general is changing.
Vigneron and Johnson understanding consumer behavior, the more successful they will. THE STUDY OF CONSUMER BEHAVIOR IN PURCHASING BEAUTY PRODUCTS. Introduction. The study of consumer behavior has become a critical element in the world of commerce as it influences the decisions made by manufacturing organizations and policy makers/5(K).
Specifically, the study investigates how shoppers consume reviews, the resulting impact on buying behavior and how retailers can better navigate this shift in consumer expectations. “Reviews have become standard resource for consumers making purchase decisions.
Cosmetics consumer behavior in the U.S. Female U.S. consumer beauty and cosmetics blogs consumption YouTube beauty product review video consumption of female U.S. users Consumer Behavior [J. Paul Peter, Jerry Olson] on vetconnexx.com *FREE* shipping on qualifying offers. This book takes a strategic look at consumer behavior in order to guide successful marketing activities.
The Wheel of Consumer Analysis is the organizing factor in the book.
The four major parts of the wheel are consumer affect and cognition.