Influences of consumer behavior researc

What drives consumers to choose a particular product with respect to others is a question which is often analyzed and studied by marketers.

social factors affecting consumer behaviour pdf

These learning styles include: Converger; Assimilator; Accommodator. You can ask specific questions, or investigate consumers talking about your brand. In the peripheral route to attitude change, the individual is encouraged to look not at the content but at the source.

Other variables are perception, learning, personality, and lifestyle. However, people can also be conflicted or ambivalent toward an object, meaning that they might at different times express both positive and negative attitudes toward the same object.

Public policy is commonly embodied in constitutions, legislative acts, and judicial decisions.

Factors influencing consumer behaviour

They are good at actively engaging with the world and actually doing things instead of merely reading about and studying them. Kolb styles model is based on the experiential learning theory. However, in consumer marketing, lifestyle is considered a psychological variable known to influence the buyer decision process of consumers. Learning Objectives Illustrate how attitude impacts the consume buying decision Key Takeaways Key Points An attitude can generally contain a positive or negative evaluation of people, objects, event, activities, ideas, or anything in the environment. These approaches involve contrasting ideas as to the purpose and process of learning and education, in addition to the role that educators should take. Assimilators are characterized by abstract conceptualization and reflective observation. Key Terms Carl Jung: 26 July — 6 June was a Swiss psychologist and psychiatrist who founded analytical psychology. The primary influential group consisting of family members, classmates, immediate relatives and the secondary influential group consisting of neighbors and acquaintances are seen have greater influence on the purchasing decisions of a consumer. Experimental research into the factors that can affect the persuasiveness of a message include: Target Characteristics: These are characteristics that refer to the person who receives and processes a message. It also helps to reveal the language they are using. Economic Conditions Consumer spending decisions are known to be greatly influenced by the economic situation prevailing in the market.

The study of consumer behavior can be applied to improving marketing strategies, shaping public policies, influencing society, and improving consumer knowledge. The credibility of a perceived message has been found to be a key variable here; if one reads a report about health and believes it came from a professional medical journal, one may be more easily persuaded than if one believes it is from a popular newspaper.

In the central route to persuasion, the individual is presented with the data and motivated to evaluate the data and arrive at an attitude-changing conclusion.

Research paper on consumer buying behaviour

Learning Objectives Illustrate how attitude impacts the consume buying decision Key Takeaways Key Points An attitude can generally contain a positive or negative evaluation of people, objects, event, activities, ideas, or anything in the environment. Google Analytics — Analytics can be used to tell you where your traffic is coming from. These individuals and groups use a variety of tactics and tools to advance their aims, including advocating their positions publicly, attempting to educate supporters, opponents and consumers, and mobilizing allies on a particular issue. In this theory, the marketing stimuli product, price, place and promotion are planned and processed by companies, whereas the environmental stimuli are based on the economical, political, and cultural circumstances of a society. When people are not motivated to process the message, simply the number of arguments presented in a persuasive message will influence attitude change, such that a greater number of arguments will produce greater attitude change. What drives consumers to choose a particular product with respect to others is a question which is often analyzed and studied by marketers. Public policy, as government action, is generally known as the principled guide to action taken by the administrative or executive branches of the state with regard to a class of issues in a manner consistent with law and institutional customs. Tangential learning Dialogic learning There are three main categories of learning theory: behaviorism, cognitivism, and constructivism.

Read our post on the top competitor analysis tools. Source Characteristics: The major source characteristics are expertise, trustworthiness, and interpersonal attraction or attractiveness.

Influences of consumer behavior researc

Black Box Model: shows the interaction of stimuli, consumer characteristics, decision process and consumer responses. However, in consumer marketing, lifestyle is considered a psychological variable known to influence the buyer decision process of consumers. The ELT model outlines two related approaches toward grasping experience: concrete experience and abstract conceptualization, as well as two related approaches toward transforming experience: reflective observation and active experimentation. Merriam and Caffarella highlight four approaches or orientations to learning: behaviorist, cognitivist, humanist, and social or situational. Lifestyle can be broadly defined as the way a person lives. In this theory, the marketing stimuli product, price, place and promotion are planned and processed by companies, whereas the environmental stimuli are based on the economical, political, and cultural circumstances of a society. The credibility of a perceived message has been found to be a key variable here; if one reads a report about health and believes it came from a professional medical journal, one may be more easily persuaded than if one believes it is from a popular newspaper. However, in reality, many decisions are not made in awareness of a determined problem by the consumer. However, people can also be conflicted or ambivalent toward an object, meaning that they might at different times express both positive and negative attitudes toward the same object. These will be affected by demographics such as age, gender, culture, profession, background and so on. Health promotion is broadly defined as the process of enabling people to increase control over and improve their health. The Black Box Model is related to the Black Box Theory of Behaviorism, where the focus is not set on the processes inside a consumer, but the relation between the stimuli and the response of the consumer. Attitudes can be difficult to measure because attitudes are a hypothetical construct that cannot be observed directly. For instance, fear is associated with raised eyebrows, increased heart rate and increase body tension.

It occurs through developing healthy public policy that addresses the prerequisites of health such as income, housing, food security, employment, and quality working conditions. When people are not motivated to process the message, simply the number of arguments presented in a persuasive message will influence attitude change, such that a greater number of arguments will produce greater attitude change.

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Influences of Personality on the Consumer Decision Process