Consumer Behaviour

INTRODUCTION

For decades scholars and practitioners have been frustrated by the very capacity of each psychological or marketing models to predict consumer behaviour. It is essential then to try to clearly recognise the many problems, in seek to understand consumer behaviour in a precise, reliable and operative way.

The study of consumer behaviour is at this time seen as a behavioural or social science. There are many that would challenge that this is a misnomer although it is not strictly a science, in it purest stratum when compared with the Natural and Mathematical sciences. Watson states, Behavioural Science is a purely objective observational branch of Natural Science.

To understand the real reasons people obtain one brand over the other, it is necessary to understand their cardinal needs and concerns.

In the past the theory of consumer behaviour has come from psychology; however, with further study sociology, anthropology and economics also contribute.

According to Ray Wright (1999), Behaviour could be used as a means of segmentation, whereby buyers are carve up into groups according to the attitude and behaviour shown towards convergences and companies. This is mildewd by factors that marketers cannot directly control. The rationality of its impact is crucial, as marketing mix strategies can be developed to appeal to the references of the target market.



Once the consumers decision fashioning process and buying behaviour processes have been assessed, the 4Ps can be developed in line with consumers needs and wants - i.e. the type of product required, price range, place and promotion. The 4Ps, aim to satisfy the consumers needs and

wants. This emphasises the marketing concept, that customer orientation is the key to an organisations success.

SOCIAL/CULTURAL INFLUENCES:

CULTURE:

People learn elementary values, perception and wants from the family and other important groups. Cultural factors may influence marketing strategy...

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