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Creative expression develops marketing campaigns that catch the eye and capture the imagination, but behind every marketing strategy are theories grounded solidly in psychology, economics, and studies in human behavior. The scientific insights help marketers design campaigns that speak to the fundamental concerns and desires of their audience, greatly deepening the impact of the marketing materials.
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.
Theories of consumer behavior address important issues, such as how consumers purchase as individuals versus how they purchase in groups, the role of emotions in purchasing decisions, post-purchase attitudes, Theories of consumer behaviour the role of object utility.
To determine consumer behavior, marketers use numerous consumer behavior models. Theory of Reasoned Action Created by Martin Fishbein and Icek Ajzen in the late s, the Theory of Reasoned Action centers its analysis on the importance of pre-existing attitudes in the decision-making process.
The core of the theory posits that consumers act on a behavior based on their intention to create or receive a particular outcome. In this analysis, consumers are rational actors who choose to act in their best interests.
According to the theory, specificity is critical in the decision-making process. A consumer only takes a specific action when there is an equally specific result expected. From the time the consumer decides to act to the time the action is completed, the consumer retains the ability to change his or her mind and decide on a different course of action.
Marketers can learn several lessons from the Theory of Reasoned Action. First, when marketing a product to consumers, marketers must associate a purchase with a positive result, and that result must be specific. Axe Body Spray used this concept very effectively by linking its product to desirability with women.
Second, the theory highlights the importance of moving consumers through the sales pipeline. Marketers must understand that long lags between initial intention and the completion of the action allows consumers plenty of time to talk themselves out of a purchase or question the outcome of the purchase.
The first step, input, is where consumers absorb most of the marketing materials they see on television, newspapers or online. Once the consumer collects the data, he or she moves into information processing, where the consumer compares the input to past experiences and expectations.
Consumers move to the decision-making stage after a period of thought, choosing to make a purchase based on rational insight.
Consumers are affected in the decision-making phase by process variables and external influences, including how the consumer envisions his or herself after making the purchase. Under the EKB Model, marketers have two periods where their input is the most valuable. Marketing becomes a factor again in the phase of external influences.Theories of consumer behavior and methodology applied in research of products with H&N claims Galjina Ognjanov, PhD Faculty of Economics – University of Belgrade.
Sep 09, · The impact of knowledge on consumer behavior is the focus of another of the consumer behavior theories. Consumers are more likely to choose products that they understand or which they are familiar with.
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.
behaviour theory and that an Internet perspective on consumer behaviour, and more specifically consumer decision-making, will be provided in Chapter 4.
AN OVERVIEW OF CONSUMER BEHAVIOUR This section focuses on the consumer behaviour field of study and will explore the origin of a consumer focus in marketing. The consumer has a given income which sets limits to his maximizing behaviour. Income acts as a constraint in the attempt for maximizing utility.
The income .
Theories of consumer behavior are a natural extension of human behavior theories. 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.