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Consumer Behaviors
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Consumer behavior is a study of the patterns and processes that consumers consume and
dispose products in the market. The study involve an analysis of their mental, psychology and
behavioral aspects to come up with an economic answer to the impeding gap in the market. The
focuses while analyzing consumer behavior is how consumer think and feel about brand,
products, services and retailers. It looks into hoe consumer selected reason in regard to different
alternative available in the market (Chand, 2020). It also look at the behavior of consumer while
shopping or while reaching about different products. Finally it looks at how marking strategies
can be employed or be adapted to influence the market effectively.
A study of the consumer behavior is an important aspect both in class in real market
because it helps marketers understand what factors influences consumers’ decision or buying
strategies. When marketers incarnate how the consumer buying and dispose product, the market
obtains knowledge on how they can fill the gap and identify products that are needed and those
that are absolute. The knowledge obtained as a result of studying consumer behavior is
significant because it help marketer understand how they can present their product in a manner
that generates a maximum effects on the consumer. Incarnating the buying mode for the
consumer is the key or secret to reaching and engaging customers and converting them to
purchase from a seller. Consumer behavior is often influenced by several factors in the market.
In this regard, a consumer behavior analysis should reveal to the marketer what consumer think
and how they feel about various products offered in the market. What factors influences the
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consumer to choose from alternative products available in the market. Further these knowledge
enables the marketer understand how environment or immediate members of the society
influences the consumer choice.
In a broader sense, the factor that influence consumer behaviors conclude
a) Personal factor; these include a person’s interest and opinion can be infused by the
demographics, such culture, gender, age etc.
b) Psychological factors; these are individual responses to messages in the market. The
repose depend on their attitude and perception (Lumen, 2020).
c) Social factors. These include family friends, social media, educational level, income
that influences consumer behavior.
Complex buying behavior is often common among expensive, and infrequent purchases
of products. Dissonant-reducing buying behaviors occurs when consumer are highly involved in
the purchase process and often determine the variation between brands (Greym 2019). Habitual
buying behavior occurs when the consumer has little knowledge in regard other brand. Variety
seeking behavior occurs because consumers want variety, not because they were not certified
with the previous product.
Some of the common factors that affect consumer behavior include: marketing
campaigns: it influences purchasing decision especially if it is done regularly. It can be used as a
reminder for products or brand. Economic conditions that influences the consumer to make a
decision to buy or not at particular times. For instance purchase of hour will not be with
unfavorable economic conditions. Personal, group influence and purchasing power are other
factor that influences consumer behaviors (Radu, 2021).
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Online marketing has been one of the ways through consumer behavior is being studied
because through these platforms, marketers can offer a more personalized and convenient
business to make their offering appealing to the consumers. Increased online marketing due to
advancement in technology has increased consumer marketing due to convenience. It is through
online marketing that emerging markets like China and Indian are maximizing their market to
present their products to the consumers (Hawkins & Mothersbauhg, 2010).
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References
Chand, Smriti. (2020). Consumer Behavior: meaning/ definition and Nature of Consumer
Behavior. Retrieved from: https://www.yourarticlelibrary.com/marketing/market-
segmentation/consumer-behaviour-meaningdefinition-and-nature-of-consumer-
behaviour/32301
Grey, Ryan. (2019). Consumer Behaviors Theory” How Has It Changed: retrieved form:
https://fastpayltd.co.uk/blog/consumer-behaviour-theory-how-has-it-changed/
Hawkins, I. Del. Mothersbauhg, L David. (2010). Consumer Behavior. Retrieved from:
https://www.omniconvert.com/blog/consumer-behavior-in-marketing-patterns-types-
segmentation/
Lumen. (2020). Factors Influencing consumer Decisions. Principle f Marketing. Retrieved from:
https://courses.lumenlearning.com/wmopen-principlesofmarketing/chapter/reading-
situational-factors/
Radu, Valentin. (2021). Consumer Behavior In Marketing- Patters, Types and Segmentation.
Retrieved from: https://www.omniconvert.com/blog/consumer-behavior-in-marketing-
patterns-types-segmentation/
