Consumer Behavior: A Comprehensive Guide for Marketers

Consumer behavior is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, experiences, and ideas to satisfy their needs and wants. It is a complex and fascinating field that has been studied by researchers for over a century.

For marketers, understanding consumer behavior is essential for developing effective marketing strategies. By understanding what motivates consumers, marketers can create products and services that meet their needs and wants. They can also develop marketing campaigns that are more likely to resonate with consumers and drive sales.

A number of factors influence consumer behavior, including:

Consumer Behavior (2-downloads) (What's New in Marketing)

by Robert A. G. Monks

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Language	:	English
File size	:	30821 KB
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Print length	:	512 pages
Paperback	:	50 pages
Item Weight	:	5.8 ounces
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• Cultural factors: These include the consumer's culture, subculture, and social class. Culture has a profound impact on what consumers value, how they make decisions, and how they use products and services.
• Social factors: These include the consumer's family, friends, and reference groups. Social factors can influence the consumer's choice of products and services, as well as the way they use them.
• Personal factors: These include the consumer's age, gender, occupation, lifestyle, and personality. Personal factors can all play a role in shaping the consumer's buying behavior.
• Psychological factors: These include the consumer's motivation, perception, learning, and memory. Psychological factors can influence the consumer's decision-making process and the way they evaluate products and services.

The consumer decision-making process is the process by which consumers make choices about which products and services to buy. The process typically involves five stages:

1. Need recognition: The consumer becomes aware of a need or want.
2. Information search: The consumer seeks out information about products and services that can satisfy their need or want.
3. Evaluation of alternatives: The consumer evaluates the different products and services that they have found.
4. Purchase decision: The consumer makes a decision about which product or service to buy.
5. Post-purchase evaluation: The consumer evaluates the product or service after they have purchased it.

Marketers can use a variety of strategies to influence consumer behavior, including:

• Product development: Marketers can develop products that meet the needs and wants of consumers.
• Pricing: Marketers can set prices that are attractive to consumers.
• Promotion: Marketers can use advertising, public relations, and sales promotion to communicate the benefits of their products and services to consumers.
• Distribution: Marketers can make their products and services available to consumers through a variety of channels.

Consumer behavior is a complex and fascinating field of study. By understanding the factors that influence consumer behavior, marketers can develop more effective marketing strategies.

• American Marketing Association: https://www.ama.org/
• Marketing Science Institute: https://www.msi.org/
• Journal of Consumer Research: https://www.jstor.org/stable/2489363

Consumer Behavior (2-downloads) (What's New in Marketing)

by Robert A. G. Monks

4.5 out of 5

Language	:	English
File size	:	30821 KB
Screen Reader	:	Supported
Print length	:	512 pages
Paperback	:	50 pages
Item Weight	:	5.8 ounces
Dimensions	:	8 x 0.12 x 10 inches
X-Ray for textbooks	:	Enabled

FREE