Consumer Behavior

(noun)

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.

Related Terms

Examples of Consumer Behavior in the following topics:

  • Consumer Behavior and Advertising

  • Culture

    • Culture can have a profound effect on consumer behavior and purchasing, and can affect how a product is marketed.
    • Culture can have a profound effect on consumer behavior and impact how a product is marketed.
    • Each of these subcultures will have specific influences on consumer behavior.
    • Culture is considered an external factor in influencing consumer behavior.
    • Discuss the three components of a culture and how they impact consumer behavior.

  • Social Behavior of Consumers

    • Understanding consumers' social behavior online and offline is essential to developing viable marketing communications strategies.
    • Digital and social media has spurred brands to develop research tactics that hone in on the social behavior of consumers online.
    • Research has shown that consumer behavior is difficult to predict, even for experts in marketing communications.
    • Brands commonly use behavioral targeting techniques to market to consumers based on their online behavior.
    • Describe how social media aids the study and measurement of consumer behavior

  • Family

    • One way to understand the family's impact on consumer behavior is to identify the decision maker for a purchase.
    • These family influences affect how consumers look at purchases more directly than most other social influences on consumer purchasing.
    • Another aspect of understanding the impact of families on buying behavior is the family life cycle.
    • Consumer behavior and purchasing is different in each of these stages.
    • Families are a major influence on shopping patterns and consumer habits.

  • Stimulating Demand

    • Greater attention was given to the product or service, rather than understanding consumer behavior .
    • It is possible and common to have latent needs that do not serve as the motive of behavior.
    • For motivation to be useful in stimulating demand for products, brands must understand what motives and behaviors are influenced by the specific situation in which consumers engage in goal-directed, problem-solving behavior.
    • Lifestyle is one of the newer and increasingly important sets of factors being used to understand consumer behavior behind demand.
    • Such variables as interests in hunting, attitudes toward gender equality, and opinions on the importance of stylish clothing can be used to better understand consumer behavior.

  • Types of Buying Decisions

    • Buying decisions are based on buyer behavior.
    • Consumer behavior and business behavior can differ because their buying processes are different.
    • Consumers will often buy on emotion or impulse whereas businesses will buy based on need.
    • Because consumers often buy on emotion, ads can affect the buying decision.
    • For consumers, large ticket items, or such as an appliance, a car, or a home, aren't impulse items.

  • Defining Consumers

    • A consumer is a person (or group) who pays to consume the goods and/or services produced by a seller (i.e., company, organization).
    • It is important to note that consumers (or customers) play a vital role in the economic system of a nation.
    • In the fields of economics, marketing and advertising, a consumer is generally defined as the one who pays to consume the goods and services produced by a seller (i.e., company, organization).
    • It is important to note that consumers (or customers) play a vital role in the economic system of a nation .
    • Marketers are paying close attention to consumer behavior or how potential buyers act when purchasing goods or services for personal consumption.

  • Marketing Changes Due to Involvement

    • Consumer involvement tends to vary dramatically depending on the type of product and its relationship to the consumer.
    • Marketing strategy should take into account the level of involvement that a consumer has with a specific product, as this also dictates the type of information that the consumer needs to process in order to make a purchase decision.
    • These are usually considered highly important to consumers and require extensive information processing.
    • The four main types of buying behavior in consumer marketing depend on the level of consumer involvement:
    • Examine the impact of customer involvement in consumer marketing and experience

  • Consumer Misbehavior

    • Consumer misbehavior refers to the common occurrence of consumers acting outside the norm.
    • Consumer misbehavior refers to the common occurrence of consumers acting outside the norm.
    • It is generally recognized that there are social behaviors that are acceptable in a given situation.
    • Anything outside of those accepted behaviors is considered misbehavior.
    • Combating consumer misbehavior is an expensive, time-consuming activity.

  • Goals of Consumer Market Research

    • If the consumer market research demonstrates that consumers do in fact have an unsatisfied need for a cheese that could replace the product they are currently consuming in Latin America, the company could go ahead and develop the cheese product.
    • The ultimate goal of consumer research is to serve as the voice of the consumer.
    • This type of research focuses on understanding the consumer as a person by focusing on exploring his or her attitudes, needs, motivations, and behavior as it relates to a product or service .
    • Identify which consumer needs are important and whether the needs are being met by current products
    • If the consumer market research demonstrates that consumers do in fact have an unsatisfied need for a cheese that could replace the product they are currently consuming in Latin America, the company could go ahead and develop the cheese product.