Factors That Influence Consumer Buying Decisions

Factors That Influence Consumer Behavior Essay
INTRODUCTION
Consumer behavior deals with the study of buying behavior of consumers. It helps us understand why and why not an individual purchases goods and
services from the market. In reality marketers don't have the power and information to be able to control the behavior of the consumer. They may be
able to influence their buying behavior but not control. There are several factors which influence the buying decision of consumers; internal and
external. Culture is the most pervasive of all these external influences. It represents the influences imposed on the consumer by other individuals, their
societal norms, beliefs, values, rituals, customs and roles. Culture, as defined in the textbook, is "the collective values, customs, norms, arts, social
institutions and intellectual achievements of a particular society."
Example – In India, people still value joint family system and family culture because of which Indian children are conditioned to be dependent on their
parents till marriage, after which they become part of another family or have a nuclear family system, as compared to foreign countries where children
are much more independent and leave their parents when they start earning a living for themselves which can be as soon as they turn 18. This cultural
difference suggests that Indian children's consumption pattern and preferences are very much influenced by their parents/family till they become
independent, whereas in other countries youngest of kids have their own
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Consumer Behavior And Consumer Behaviour
Consumer behavior definition
Consumer behavior refers to the behavior of consumers when they buy and consume economic goods and services. The behavior during the purchase
of goods consists of, the purchase planning, purchase negotiations, the purchase completion, which still has contractual nature, to post purchase behavior
is highly variable (Schiffmann & Wisenblit, 2015, p. 30–32). The consumer is influenced by the different factors such as: culture, family, peer groups,
feelings, attitudes, personality and many other components. Therefore the consumer behavior deals with how the consumer buys, how the consumer
decides to buy the product, where the consumer buys the product, how the consumer pays for the product and what the consumer uses the product for
(Blackwell et al., 2006, p. 4–6).
Postmodern consumer
The postmodernity is a political, scientific and artistic direction which opposed to certain methods, institutions, concepts and basic assumptions of
modern capitalism and dissolve it and try to overcome (Cova, 1996, European Management Journal, p. 494–499).
The postmodern consumer can be characterized as follows: Critical of modernity; loss of traditional bonds; radical plurality of society with tolerance
and personal freedom; individual independence and self–staging (Source 4: PC, Postmodern Marketing?, Stephan Brown); segmentation of society in a
variety of different groups with different, often contradictory ways of thinking and behaviour; fragmentation and

Consumer Buying Behavior Essay
Consumer Buying Behavior
I. MARKETING, RELATIONSHIPS, AND CONSUMER BEHAVIOR
A. Consumer behavior comprises all the consumer decisions and activities connected with choosing, buying, using, and disposing of goods and services.
1. Marketers have to pay attention to consumer behavior that occurs before the purchase and continues after the product has been used.
2. Studying consumer behavior is one of the steps in marketing research and analysis.
3. In addition to basic principles of consumer behavior, marketers also need to study the decisions and actions of real people.
B. Real People, Real Individuals
1. Until recently, the study of consumer behavior was focused on generalized consumer decisions.
a. However, this did...show more content...
II. HOW CONSUMERS BUY
A. Understanding how customers buy helps marketers develop an appropriate marketing strategy.
1. The consumer purchase–decision process consists of five stages.
2. Marketers need to provide what consumers require at every stage.
B. The Need–Recognition Stage

1. Need recognition occurs when a consumer realizes that his or her actual state is not what he or she would like it to be.
2. This recognition is triggered by some stimulus.
3. If the difference between the desired state and the actual state is large enough, the consumer will start the decision–making process.
4. Marketing can trigger need recognition through advertising, product labeling, and demonstrations.
C. The Information–Seeking Stage
1. During the second stage, the customer looks for information about ways of satisfying the recognized need.
a. First, the consumer will use an internal search to recall experiences with products that might satisfy the need.
b. If the need occurs regularly, the internal search will be all that's needed.
2. If more information is needed, the consumer can begin an external search, looking to other sources for ways to satisfy the need.
a. The consumer may talk to friends, check magazines, read ads, or ask a salesperson.
b. Consumers may be prompted to search for more information because of perceived risk, the chance that the wrong choice might result in negative

Essay about Consumer Behavior
GROUP 2 ––––––––––––––––––––––––––––––––––––––––––––––––– CASE STUDY 4.1: You get me: Personality and self–concept in consumer
behaviour – the case of Lush Table of Contents Executive Summary2 Introduction2 Discussion Section2 Recommendation11 Conclusion11
References12 List of Figures Figure 1: Colgate uses Dentists' recommendation to gain trust from highly dogmatic consumers3 Figure 2: MAC uses
celebrity endorsers such as R&B singer, Rihanna3 Figure 3: Lush label states "Fresh Handmade Cosmetics" and "Bring back 5 Pots and Get a
Fresh Face Mask Free"4 Figure 4: "Limited Edition" expedites purchase decision4 Figure 5: Lush has a large variety of soap, one of its many product
line5...show more content...
From the case study, Lush Australia was said to be quite successful in this regard. Established in the United Kingdom in 1995, Lush specialises in
cosmetics and personal care products. They are also known to have strong philosophies on being socially and environmentally responsible. Lush
consumers are open–minded and eager to purchase the new and the latest. They are the complete opposite of highly dogmatic individuals. An example
of a promotional message that Lush uses to target this segment is "new invention". However, marketers can consider to target high dogmatic
consumers to expand their market size. Marketers may highlight experts' testimonial or recommendation of their products to associate it with special
knowledge and trustworthiness (Brian Blake 1970). They may also adopt the strategies used by MAC Cosmetics, like using famous celebrities'
endorsements. (Nolasco 2013). Figure 1: Colgate uses Dentists' recommendation to gain trust from highly dogmatic consumers (source: Google Images
Figure 2: MAC uses celebrity endorsers such as R&B singer, Rihanna (Source: Google Images) Lush consumers' unwillingness to conform to
social norms and peers shows that they are inner–directed in social character. Based on VALs ("Values, Attitudes And Lifestyles") by Stanford Research

Consumer Behaviour
A STUDY ON CONSUMER BUYING BEHAVIOUR OF MOBILE PHONES IN INDIA Synopsis of Introduction Consumer behavior refers to the
mental and emotional process and the observable behavior of consumers during searching, purchasing and post consumption of a product or service.
Consumer behavior involves study of how people buy, what they buy, when they buy and why they buy. It blends the elements from psychology,
sociology, socio– psychology, anthropology and economics. It also tries to assess the influence on the consumer from groups such as family, friends,
reference groups and society in general. Buyer behavior has two aspects: the final purchase activity visible to any observer and the detailed or short
...show more content...
Reference groups can be family, school or college, work group, club membership; citizenship etc. Reference groups serve as one of the primary agents
of consumer socialization and learning and can be influential enough to induce not only socially acceptable consumer behavior but also socially
unacceptable and even personal destructive behavior. For example, if fresher student joins a college / university, he/she will meet different people and
form a group, in that group there can be behavior patterns of values, for example style of clothing, handsets which most of group member prefer or even
destructive behavior such as excessive consumption of alcohol, use of harmful and addictive drugs etc. So, according to how an individual references
him / herself to that particular reference group, this will influence and change his/her buying behavior. Psychological Factors These are internal to an
individual and generate forces within that influence her/his purchase behavior. The major forces include motives, perception, learning, attitude and
personality. Example: Attitude is an enduring organization of motivational, emotional, perceptual and cognitive processes with respect to some aspect
of our environment. Consumers form attitude towards a brand on the basis of their beliefs about the brand. For example, consumers of Sony products
might have the belief that the products offered by Sony are durable; this will influence those customers to buy

Consumer Behavior in Tourism
CONSUMER BEHAVIOR IN TOURISM
Monika Singla
Assistant Professor
DAVCC College, Faridabad monajain711@gmail.com #9555090036,
INTRODUCTION
Tourism is travel for recreational, leisure or business purposes. The World Tourism Organization defines tourists as people who "travel to and stay in
places outside their usual environment for more than twenty–four (24) hours and not more than one consecutive year for leisure, business and other
purposes not related to the exercise of an activity remunerated from within the place visited. I want to do this! What's This? Among the various service
industries, their behavior involves a search for leisure experiences from interactions with features or characteristics...show more content...
The Ministry of Tourism is the nodal agency for the development and promotion of tourism in India and maintains the "Incredible India" campaign.
PRESENT SITUATION AND FEATURES OF TOURISM IN INDIA
вћў According to World Travel and Tourism Council, India will be a tourism hotspot from 2009
–2018, having the highest 10–year growth potential.
вћў As per the Travel and Tourism Competitiveness Report 2009 by the World Economic Forum, India is ranked 11th in the Asia Pacific region and
62nd overall, вћў It is ranked the 14th best tourist destination for its natural resources and 24th for its cultural resources, with many World Heritage
Sites, both natural and cultural, rich fauna, and strong creative industries in the country. вћў India also bagged 37th rank for its air transport network.
вћў The India travel and tourism industry ranked 5th in the long–term (10–year) growth and is expected to be the second largest employer in the world
by 2019. вћў India has been ranked the "best country brand for value–for–money" in the Country Brand Index (CBI) survey conducted by Future
Brand, a leading global brand consultancy. вћў India also claimed the second place in CBI's "best country brand for history", as well as appears among
the top 5 in the best country brand for authenticity and art & culture, вћў Fourth best new

1. Introduction
1.1 Why do marketers need to understand consumer behaviour?
Marketers need to understand consumer behaviour in order to know what the consumer wants from a product. This is because different types of
people will want different things from the products they buy; for example, an older, married couple will have different needs and wants to a young
couple. Marketers also need to understand the behaviour of consumers to design and construct the best marketing approach to capture the chosen target
market.
1.2 The Scenario
A newly–wed couple, in their late twenties, have bought their first house together and wish to refurbish the kitchen. Each of their parents have given
the couple some money towards the kitchen and so they have a budget of around ВЈ5–7000. The couple would like an impressive, contemporary
kitchen, with space to entertain friends and family.
1.3 Aim of the report
In the following sections, matters such as consumer characteristics, types of consumer buying decisions and what makes the decision–making process
will be discussed in order to show how an industry can influence the various stages of the purchase of a kitchen.
2. The Characteristics that AffectConsumer Behaviour
2.1 Personal factors
Personal factors can affect consumer buyer behaviour. For example, factors such as age, occupation, economic situation, lifestyle and personality can
all have an impact on the buyer's purchase decisions. In this case, the buyers are in their late twenties

Consumer Behaviour Essay
CHARLES STURT UNIVERSITY
–––––––––––––––––––––––––––––––––––––––––––––––––
A report on internal and external influences on consumer behaviour in Lacoste
Student ID: 11464575
Student Name: LuanTruong NGUYEN
MKT 510 Assignment 2
Lecturer: A. Bull
JAN 27 2011
EXECUTIVE SUMMARY
There are three main aims of this report. It aims to provide a better understanding about the impact of internal and external factors on consumer
behaviour. In so doing, Lacose, which produces apparel, was chosen for this. At first, it will examine the segmentation and identify target market for the
company. The second purpose is to explain the role of internal and external factors affecting consumer purchasing decision on Lacoste. Due...show more
content...
– Making some recommendations to improve these strategies. 2. Lacoste and opportunity 3.3. History of Lacoste
Lacoste is global apparel licensee which was established in 1933 by RenГ© Lacoste and AndrГ© Gillier. The crocodile logo comes from RenГ©
Lacoste who wore a shirt with crocodile image on the chest during the final match of Davis Cup in 1925. The significant growth had appeared under
Bernard's management who took over the management form his father RenГ©. Lacoste had become popular in US during 1970s and 300000
product had been sold every year. Range of lacoste product became more diversify with perfume, sunglasses, tennis shoes, walking shoes, watches,
and various leather goods. Lacoste have spread throughout the world by licensing its trademark to various companies. Until recently Devanlay owned
the exclusive worldwide clothing license, though today Lacoste Polo Shirts are also manufactured under licence in Thailand by ICC and also in

China. Pentland Group has the exclusive worldwide license to produce Lacoste footwear, Procter & Gamble owns the exclusive worldwide
license to produce fragrance, and Samsonite holds the worldwide license to produce Lacoste bags and small leather goods. 3.4. Opportunity
When economy is developing, demand for higher social status is also increase especially young people. One of ways to show social status is
shopping. With a luxury brand like Lacoste,

Consumer Culture Essay
"What is consumer culture?"
In the late 19th, early 20th century a new phenomenon arose. Along with the development of industrial advances and urbanization of the emerging
American culture was the growth and subsequent domination of the "consumer culture". Consumer culture is a term that goes hand and hand with the
American way of life today, but in those days it was a new and unique experience. Along with the development of the mail order catalog, advertising
became a focal point of American mass media. Advertising can be traced back as early as Franklin's "Philadelphia Gazette". After the turn of the
century hand bills were given in the streets listing goods and services that many merchants could provide, and the New York Sun...show more content...
The sign above the early amusement park at Brandywine Springs offered this advice: "Let All Who Enter Here Leave Care Behind." This is a pretty
slick analogy for the consumer culture, forget you worries and your work week buy things, buy fun...buy, buy, and buy. If you won't, don't worry
your wife will. The middle class house wife found release in shopping trips, and with the rise of affordable and luxurious items, coupled with a
decent, stable middle class allowed the women of the day to focus some of their energy of the fancy items for homes for wear and for leisure.
When the Industrial Age seized America, and the shifting of the all work and no play work week to an 8 hour day, it offered those from rural areas
a glimpse at life off the farm. This led to even more migrant workers moving into the cities. Without the surge of population would the consumer
culture have been so dominant? Would the middle class have grown so dramatically if industrial products didn't boom and consumer attitudes didn't
capture the nation? The middle class had the desire to be as beautiful and elegant as the elite upper class Americans. Once the standardization of the
work week, and the explosion of mass production with moderate consumer costs became a reality these things were possible for the everyman. The
every family now had places to go for a vacation or luxurious trip to an amusement park, or an event. The mass production, as well as mass
consumption was heavily reliant

Overview of Consumer Behavior
Consumer Behavior
Introduction
Engel (1986) define consumer behavior as "those acts of individuals directly involved in obtaining, using and disposing of economic goods and
services, including the decision processes that precede and determine these acts". The present paper is a reflective journal based in which three different
marketing activities have been selected and analyzed from the perspective of their influence on consumer behavior.
Entry –1
The Marketing Activity
This is a Rolex advertisement in which the company used Tennis Star for the marketing of their brand. Marketing through Celebrities is very common
as people like them and idealize these star whether they are sports persons, actors and actresses or other celebrities. The advertisement has been
compiled on the qualities of the tennis star. Thus it is not only the advertising of Rolex but also the star himself.
Concepts
Situational Context
A situation is defined as factors or something over and above the characteristics of a person and product (Pachauri, 2002). Kakkar and Lutz (1981)
pointed out that situational effects might be behavioral (for example, entertaining friends), experimental, or perceptual (for example, being depressed or
being pressed for time). Therefore consumer behavior is influenced by both extrinsic and intrinsic factors (Davis and Bagozzi, 1992). The advertisement
was placed in a sports event which has both entertaining value and experimental. Another aspect is involving celebrity

Analyzing Consumer Behavior Essay
Consumers all over the world will view information and process the same differently. It is thus of great necessity that businesses come up with effective
mechanisms which will effectively and efficiently communicate their business to their clients. In understanding the consumer process for choice,
various practices have been examined and affected. The methods of choice include monitoring of information, eye movement monitoring and issues to
do with task analysis among others. The studying of such methods has demonstrated the characteristics of the consumer behavior and the
implementation of such choices.
Due to recent development in attention in using information dispensation perception in studying consumer conduct phenomena there has...show more
content...
Sometimes the models have been analyzed with an incomprehensible array of approaches, a variety of which have been put forth recently. A salient
feature shared to many process studies is the involvement with analysis of information at the distinct stages despite the application of overall analyses.
Several methods for studying process are discussed below; the first is Information Integration which is to the effect that a typical information
integration study initiates with the requirement of some pieces of information which the consumer can association to form some conclusion. To this
end, Bettman, Capon, and Lutz (1975) scrutinize combination of two pieces of information, a belief and an evaluation, to form assertiveness. Bettman
et al. (1975) studied integration of information on indecision and significances in consumer conclusions of perceived risk. Given the depiction of the
pieces of information, consumers are offered summaries of data, where the quantity of substances in each summary resembles to the quantity of pieces
of information to be incorporated, and each element in the outline is a specific value for one of the pieces of information. Anderson (1971, 1974) has
been the major advocate and designer of this information integration methodology.
Protocol analysis has on the other hand been applied in various end user fact findings. In the adoption of this technique, emphasis is put on

Consumer Behavior And Consumer Behaviour
Introduction
A consumer is any person that is involved in the process of consumption. They are identified according to the market type to which they belong,
namely final and industrial consumers (Solomon, et al., 2013). Understanding the consumer behaviors will aid in appreciating the various market
segments and developing strategies for effecting market penetration in these segments. It will also help in identifying market gaps and shape their
needs and objectives so as to solve the day–to–day consumer's concerns in purchase.
The single purpose of all production is consumption. The producer's interest should only be attended to as far as it is necessary in promoting the
needs of a consumer (Smith, 1937 p. 125). Studies on consumer behavior began in the 1960s, and later several consumer theories which focused on the
consumer from various perspectives were developed. Marketers use these theories to deveop marketing strategies based on attitudes, interests and
consumer perception.
Consumer behavior theories All major consumer theories can be grouped into four categories, namely economic, psychological, psycho–analytical, and
socio cultural theories. They are based on the simple law of conumption that consumption increases as aggregate income increases, assuming the habits
of spending are constant and political and economic conditions are free and perfect (Solomon, et al., 2013).
Economic theories Economic theories on consumption are focused on how income is allocated and how

Consumer Behaviour
Introduction:
Consumer Behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services,
experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It blends elements from psychology,
sociology, social anthropology and economics. It attempts to understand the decision–making processes of buyers, both individually and in groups. It
studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries
to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.
Here we are...show more content...
* Price INR 9000 * Bought by Neeraja stays in Hyderabad. * This dress kit is purchased for some occasion like Ugadhi Festival. * This product
performs Utilitarian function as accessories like handbag can be used for some other dress, other things like ear rings can be wear on some other
dress and on some other occasion and kurthi can be wear on leggings. * Dress kit is purchased from Online Shopping site as designs and colors were
very unique and price was reasonable to her.
Category C:
A product or service costing over $100 that, the customer feels, reveals something about the kind of person she or he is. * Product is mobile * Brand is
HTC One (m8) * Bought by Srikanth stays in Australia * Bought from Vodafone store
Customer has purchased this product as it reveals his personality as he used to buy latest, new design product having extra features, that reveals his
status and behave according to his reference group (his friends)
Relating with consumer behavior concept
Category A: PARK AVENUE BEER Shampoo
She buys Park Avenue beer shampoo as she is unsatisfied with earlier product that is not satisfying her current need. So here failure of satisfying earlier
need motivate her to use substitute.
She is defector on the basis of consumer satisfaction as she is buying new brand when she find better qualities, features in it as compared to previous
one(Dove).
Attitude toward object: Here attitude toward object is important. As she buys

Marketing Analysis : Consumer Behavior Essay
In business terms marketing is concerned with satisfying the customers' needs and wants. To decide these needs and wants, consumer behavior must be
examined and decided. Marketing's point is to direct and shape consumer behavior.
Consumer Behavior
Consumer behavior is an elaborate part of marketing, without it marketing would not be entirety. The human conduct is perplexing, loaded with
discussions and inconsistencies, does not shock anyone to marketing academicians and in addition practioners, consumer behavior is no special case,
against the background of far reaching acknowledgement of consumer behavior just like the way to contemporary marketing success (Demirdjian &
Mokatsian, 2014). Some consumer behaviors are profoundly established, for example, outside habitations, for example shopper's way of life, home
life, demographics, and economic wellbeing. Other inside elements, for example, feelings, demeanors, observations, recollections, and learning are
pliable characteristics that have the ability to influence in another direction. Inspiration, observation, learning, convictions, states of mind, and so on
all have been utilized as part of clarifying why the consumer behaves on the way he or she does, ideas, for example, social observations, social
impact, social prizes, companion weight, expressive gestures, social approvals, and so forth all shed light on the puzzles of consumer behavior
(Demirdjian & Mokatsian, 2014).
Becoming acquainted with the client

Consumer Behaviour Essay
MMK266 Consumer Behaviour Research Report| Tiffany & Co. Australia| | | | | | | |
Table of Contents 1.Introduction and the New Consumer Product or Service4 Tiffany and Co. Australia4 New product– iPhone case4 Target Market4
2.Issues Facing Consumers in Adopting this New Product or Service6 Sociocultural factor (Facilitators)6 Attitudes (Facilitators)7 Belief (Barriers)8
Decision Making (Barriers)9 3.Consumer Response to these Issues10 Profile of interviewing respondents10 Interviewing Questions12 Summary of the
answer16 4.Recommendations and Conclusion18 Pricing18 Perception map21 We aim to give customer a perception that Tiffany & Co.'s
...show
more content...
The result revealed that young people are easier to be influenced by sociocultural factors.
Furthermore, Berg, MA (2011) conducted a research about the behaviours of teenagers, and the use of information and communication technologies
outside school. Research found that teenagers tend to use social media network such as Facebook and MySpace, more then other social activities.
Moreover, teenagers have the lack of satisfaction regarding their online life and the importance given to the anonymous online–communication predicts
a higher disclosure on the Internet. The promotional strategy of some companies could be change, due to the changes of sociocultural of teenagers.
Ansari, Koenigsberg and Stahl (2011, p713–728) also indicates the rapid growth of online social networks has brought many changes of promotion in
the marketing field in studying the structure and function of social networks.
Attitudes (Facilitators)
A major issue facing consumers is the effect of attitudes from a group of people. Smith, De Vries, Tan and Prislin (cited in Timmor &Katz
–Navon
2008, p. 250) claims that in this market each person belongs either to a group of people that has adopted the new products/services, or to a group of
individuals that has not adopted it. In other words, an individual belongs to a group of people is called "ingroup," while the others belongs to other
subgroup is called "outgroup." The size of each group always changes as

Consumer Behavior
Consumer Behaviour Assignment
Part A
Q 1 – Describe the inter–relationship between consumer behavior as an academic discipline and the marketing concept
Ans The study of consumer behavior enables marketers to understand and predict consumer behavior in the marketplace; it is concerned not only with
what consumers buy but also with why, when, where, and how they buy it. Consumer research is the methodology used to study consumer behavior; it
takes place at every phase of the consumption process: before the purchase, during the purchase, and after the purchase.
Consumer behavior is interdisciplinary; that is, it is based on concepts and theories about people that have been developed by scientists in such diverse
disciplines as psychology,...show more content...
3.It helps to make primary data collection more specific since with the help of secondary data, we are able to make out what are the gaps and
deficiencies and what additional information needs to be collected.
4.It helps to improve the understanding of the problem.
5.It provides a basis for comparison for the data that is collected by the researcher.
Disadvantages of Secondary Data
1.Secondary data is something that seldom fits in the framework of the marketing research factors. Reasons for its non–fitting are:–
a.Unit of secondary data collection–Suppose you want information on disposable income, but the data is available on gross income. The information
may not be same as we require.
b.Class Boundaries may be different when units are same.
Before 5 YearsAfter 5 Years
2500–50005000–6000
5001–75006001–7000
7500–100007001–10000
c.Thus the data collected earlier is of no use to you.
2.Accuracy of secondary data is not known.
3.Data may be outdated.
Evaluation of Secondary Data

Because of the above mentioned disadvantages of secondary data, we will lead to evaluation of secondary data. Evaluation means the following four
requirements must be satisfied:–
1.Availability– It has to be seen that the kind of data you want is available or not. If it is not available then you have to go for primary data.
2.Relevance– It should be meeting the requirements of the problem. For this we have two criterion:–
a.Units of measurement should be the same.
b.

Cardinalist Approach To Consumer Behaviour
Theory of Consumer Behaviour
There are two main approaches to the theory of consumer behaviour to demand in Economics. The first approach is the Marginal Utility or Cardinalist
Approach. The second is the Ordinalist Approach.
1. CARDINAL UTILITY ANALYSIS
Human wants are unlimited and they are of different intensity. The means at the disposal of a man are not only scarce but they have alternative uses.
As a result of scarcity of resources, the consumer cannot satisfy all his wants. He has to choose as to which want is to be satisfied first and which
afterward if the resources permit. The consumer is confronted in making a choice. For example, a man' is thirsty. He goes to the market and satisfies
his thirst by purchasing coca'–cola...show more content...
The utility theory of demand assumes that satisfaction can be measured. The unit of measure of utility is called utils.
Law of Diminishing Marginal Utility
The fundamental assumption of utility theory of demand is that the satisfaction that a person derives in consuming a particular product diminishes or
declines as more and more of a good is consumed. In other words, as successive quantity of goods is consumed, the utility we derive diminishes. This
is called the law of diminishing marginal utility.
Indifference Preference Theory
Another theory explaining consumer behavior is the indifference preference theory. Economist Vilfredo Pareto developed this modern approach to
consumer behavior. Under this, that analysis of consumer behavior is described in terms of consumer preferences of various combinations of goods
and services depending on the nature, rather than from the measurability of satisfaction in our previous discussion of the utility theory. Under the latter
theory, consumer's taste and preferences were presented by the way of total and marginal utility.
Indifference Curve
An indifference curve is a locus of points each of which represents a combination of goods and services that will give equal level of satisfaction to a

consumer. To illustrate this, we consider an individual who prefer a combination of 2 goods, say, food and clothing. Table 3 shows the combination of
the quantities of the

Conformity And Consumer Behaviour Essay
(golf, snowboarding, surfing). Aspiration reference groups also exert a strong influence over consumer purchasing behaviour. Individuals frequently
purchase products thought to be used by a desired group in order to achieve actual or symbolic membership in the group (Hawkins & Mothersbaugh,
2010:228).
Therefore conformity is a need for affiliation and belonging to the group based on associative purchasing. This forms a deeper social belonging
whereby the people emulated are those whom you view yourself as belonging to or whom you wish to attract. Finding familiarity, acceptance and
belonging. These affiliations form a deeper effort or attempt of social acceptance. Finding that space where people belong annd finding acceptance
wihin the parameters...show more content...
Therefore friends and family have a critical inflence on consumer decisions as influencers. These influencers are subject to conformity within their
social and cultural circles and provide guidance to the consumer as to what is acceptable for purchase in line with traditions and beliefs.
7.1.5Marketing and advertising
Participants of the study mentioned that television is an influencer of their purchase. Television is a communication channel for opinion leaders to
promote what they wear and the masses look toward what is acceptable and emulate what they see. Advertising and marketing are a sources of
information and these adverts show what is trending so decision making starts in the comfort of your own home. When consumers are out it browsing
or shopping, it reduces the

Essay about Changes In Consumer Behaviour
Executive Summary
Consumer behaviours have changed over the years; this is shown by consumers today purchasing a more healthy variety of products, as information
today is known about products that was not known many years ago. Factors such as these, change the way we perceive and value products, as we now
are more knowledgeable as well as manufacturers having by law to print the ingredients and content of the products ingredients on the back of most
food products, allowing consumers to become more educated. The typical consumer today watches what they eat; they are more aware and exposed to
factors that have brought about change in consumer behaviours.
Factors such as personal, psychological and social factors have a huge impact on...show more content...
Consumers are concerned about what they buy, from household goods to genetically modified food. As this generation is morehealth concise, we make
decisions based on the quality of the product and decide whether consuming this product will be good for our body and mind, or what the
consequences will be if we purchase and consume this product. These are the questions we as consumers are continually asking ourselves when we
purchase goods, as we live in an age were health is vital and we relate a healthy lifestyle to a healthy mind, were the slogan of "you are, what you eat"
is not just an advertisement campaign but a way of life.
Many factors contribute to the change in consumer habits. They come under three major points: personal, physiological and social. It's not just what
we watch on television and listen to on radio stations. We as consumers are living in the "information age" were we are more aware of what is
happening around the world and kept up to date with current events. With such media vehicles such as the internet being the number one information
source of the new age, we are being largely exposed to a number of advertisements and campaigns that influence what we buy and how we buy it.
The Government and certain consumer groups are an essential part of communicating to the consumers, to understand why such issues of gene
modification are a problem to our health and or lifestyles. But also being a resource

Factors That Influence Consumer Buying Decisions

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Factors That Influence Consumer Buying Decisions