CONSUMER BEHAVIOR DEFINITION
DEFINE CONSUMER BEHAVIOR
Consumer Behaviour involves the thoughts and feelings people experience and the actions they perform in consumption processes. Consumer Behaviour is dynamic, involves interactions, and involves exchanges.
The following are consumer behavior definitions:
ACCORDING TO PROF. C G WALTER
Consumer behaviour refers to the action and decision processes of people who purchase goods and services for personnel consumption.”
INTERPRETATION OF DEFINITION
This definition emphasizes that consumer behavior involves the actions and decision-making processes of individuals who buy goods and services for their own personal use. It recognizes that consumers engage in a series of actions, including information search, evaluation of alternatives, and ultimately making a purchase decision. The focus here is on understanding how individuals behave as consumers and what factors influence their choices.
ACCORDING TO JAMES F ENGEL
“Consumer behaviour is the process whereby individual decides, when, what, where, how and from where to purchase goods and services.”
INTERPRETATION OF DEFINITION
This definition highlights the process that individuals go through when making purchase decisions. It emphasizes the decision-making aspects of consumer behavior, including the timing of the purchase, the specific goods or services chosen, the location of the purchase, the method of purchase, and the source from which the purchase is made. This definition recognizes that consumer behavior is a complex process influenced by various factors and involves multiple stages of decision-making.
ACCORDING TO PROF. GW PAUL
“Consumer behaviour is all the psychological social and physical behaviour of potential. Customers as they become aware to evaluate, purchase, consume and tell others about the products and services.”
INTERPRETATION OF DEFINITION
This definition highlights the comprehensive nature of consumer behavior, encompassing various aspects of individuals’ psychological, social, and physical actions throughout the entire process of interacting with products and services. It acknowledges that consumers go through a series of stages, starting from becoming aware of a product or service, evaluating its attributes and benefits, making a purchase decision, consuming or using it, and finally sharing their experiences with others.
The psychological dimension of consumer behavior recognizes that individuals’ thoughts, emotions, motivations, and perceptions play a crucial role in shaping their preferences and purchase decisions. The social dimension acknowledges the influence of social interactions, reference groups, and cultural factors on consumer behavior. The physical dimension refers to the tangible actions and behaviors consumers engage in, such as visiting stores, trying out products, and physically consuming or using them.
Furthermore, the definition emphasizes the importance of consumers’ communication and word-of-mouth in spreading information and influencing others’ perceptions and choices. It recognizes that consumers share their experiences, opinions, and recommendations about products and services, thereby shaping the perceptions and behaviors of potential customers.
Overall, this interpretation of consumer behavior by Professor G.W. Paul highlights the multidimensional nature of consumer behavior, encompassing the psychological, social, and physical aspects of individuals’ behavior as they navigate through the stages of awareness, evaluation, purchase, consumption, and communication regarding products and services.
ACCORDING TO LEON G. SCHIFFMAN
“Consumer behaviour is the behaviour that consume displays in searching for purchasing, using, evaluating and disposing of the products and services that they expect will satisfy their needs.”
INTERPRETATION OF DEFINITION
This definition emphasizes the actions and behaviors that consumers exhibit throughout the entire process of interacting with products and services. It begins with the consumer’s search for information, which involves seeking out relevant options and gathering details about them. The next step is the purchase decision, where consumers select and acquire the chosen product or service. After the purchase, consumers engage in the use or consumption of the offering, followed by evaluating its performance and comparing it to their expectations. Finally, disposal refers to the consumer’s actions related to getting rid of or discontinuing the use of the product or service.
The definition highlights that consumers engage in these behaviors with the expectation that the chosen offerings will fulfill their needs. It acknowledges that consumers have specific needs or desires that they seek to satisfy through their consumption choices. The concept of needs encompasses a wide range of motivations, such as functional, emotional, social, and aspirational needs.
Overall, this interpretation of consumer behavior by Leon G. Schiffman underscores the behavior and actions that consumers exhibit as they search, purchase, use, evaluate, and dispose of products and services in their quest to satisfy their needs. It recognizes the dynamic nature of consumer behavior and the underlying expectations that drive consumer choices.
ACCORDING TO BEARDEN
“Consumer behaviour refers to the mental and emotional processes and they physical activities of people who purchase and use goods and services to satisfy particular needs.”
INTERPRETATION OF DEFINITION
This definition highlights the psychological, emotional, and physical aspects of consumer behavior. It emphasizes that consumer behavior is not only driven by rational decision-making but also by mental and emotional processes. It recognizes that consumers engage in cognitive activities such as information processing, evaluation, and decision-making, as well as emotional processes such as preferences, attitudes, and motivations.
Furthermore, the definition acknowledges the physical activities that consumers undertake when purchasing and using goods and services. This includes actions such as visiting stores, examining products, making transactions, and engaging in the consumption or utilization of the offerings.
The definition also emphasizes that the ultimate goal of consumer behavior is to satisfy specific needs. It recognizes that consumers have distinct needs and desires that they seek to fulfill through their consumption choices. These needs can vary from basic functional requirements to higher-level emotional, social, or self-expressive needs.
Overall, this interpretation of consumer behavior by Bearden underscores the multidimensional nature of consumer behavior, encompassing the mental and emotional processes along with the physical activities that individuals engage in when purchasing and using goods and services to satisfy their particular needs. It recognizes the importance of understanding consumers’ thoughts, emotions, and actions to effectively cater to their needs and create satisfying consumer experiences.
ACCORDING TO AMERICAN MARKETING ASSOCIATION
“The dynamic interaction of affect and cognition, Behaviour, and the environmental events by which human beings conduct the exchange aspects of their lives”
INTERPRETATION OF DEFINITION
This definition highlights several key components of consumer behavior.
- Dynamic Interaction: Consumer behavior is portrayed as a dynamic process that involves ongoing interactions between various factors. These factors include affect (emotions and feelings), cognition (thoughts and mental processes), behavior (actions and responses), and environmental events (external stimuli and influences).
- Affect and Cognition: The definition emphasizes that consumer behavior is influenced by both affect (emotional responses) and cognition (mental processes, such as perceptions, attitudes, beliefs, and decision-making). It recognizes that consumers’ emotional states and cognitive evaluations play significant roles in shaping their behaviors and choices.
- Behavior: The definition acknowledges that consumer behavior refers to the actions and behaviors exhibited by individuals. This includes their activities related to seeking information, evaluating alternatives, making purchasing decisions, using products or services, and engaging in post-purchase behaviors.
- Environmental Events: The definition also highlights the impact of environmental events on consumer behavior. Environmental events refer to external factors and stimuli that influence consumer behavior, such as social, cultural, economic, technological, and marketing-related influences. These events shape consumers’ perceptions, preferences, and behaviors.
Furthermore, the definition emphasizes that consumer behavior revolves around the “exchange aspects” of individuals’ lives. This indicates that consumer behavior is closely linked to the process of exchanging goods, services, or ideas in the marketplace.
Overall, the AMA’s interpretation of consumer behavior portrays it as a dynamic process involving the interplay between affect, cognition, behavior, and environmental events, as individuals engage in the exchange aspects of their lives. It recognizes the multifaceted nature of consumer behavior and the various factors that shape consumers’ decisions and actions.
ACCORDING TO C L NARAYANA AND R L MARKIN
“Consumer Behaviour is the study of how, why and what people do when they buy products and avail of some services. It attempts to understand the buyer decision making process, both individually and in groups.”
INTERPRETATION OF DEFINITION
This definition focuses on the study of consumer behavior and its objective to gain insights into consumers’ actions and motivations. Here’s a breakdown of the key elements:
- How, Why, and What People Do: The definition emphasizes understanding the actions and behaviors of individuals as they engage in the process of purchasing products and utilizing services. It involves studying the various activities, such as information search, evaluation, decision-making, and post-purchase behavior, that consumers undertake during their buying journey.
- Buying Products and Availing Services: Consumer behavior encompasses the purchase of goods as well as the utilization of services. It recognizes that consumers’ behaviors and decision-making processes extend beyond physical products to include services, such as hospitality, transportation, healthcare, and more.
- Buyer Decision-Making Process: The definition highlights the importance of comprehending the decision-making process of buyers. It involves understanding the factors that influence consumers’ choices, such as individual needs, wants, perceptions, attitudes, and external influences like marketing efforts, social interactions, and cultural factors.
- Individual and Group Behavior: Consumer behavior is explored from both an individual and group perspective. It acknowledges that individuals make buying decisions based on their own needs and preferences, but they can also be influenced by group dynamics, social norms, and collective decision-making processes.
Overall, this interpretation of consumer behavior by C.L. Narayana and R.L. Markin focuses on studying how and why individuals engage in buying products and availing services. It aims to understand the decision-making process of buyers, both at an individual level and in the context of social groups. By delving into these aspects, researchers can gain valuable insights into consumer motivations, preferences, and behavior, which can inform marketing strategies and help businesses better serve their target customers.
MEANING OF CONSUMER BEHAVIOR
Consumer behavior refers to the study of individuals, groups, or organizations and the processes they undergo when selecting, purchasing, using, and disposing of products, services, ideas, or experiences to satisfy their needs and wants. It encompasses the psychological, social, and economic factors that influence consumers’ decision-making processes.
Understanding consumer behavior is crucial for businesses and marketers as it helps them design effective marketing strategies and tailor their products or services to meet the needs and desires of their target customers. By studying consumer behavior, marketers can gain insights into why and how consumers make purchasing decisions, what factors influence their preferences, and how they respond to marketing stimuli.
Consumer behavior is influenced by various internal and external factors. Internal factors include individual characteristics such as personality, motivations, perceptions, attitudes, and learning. External factors include cultural, social, and environmental influences, such as family, social groups, reference groups, culture, subculture, social class, and marketing activities.
Consumer behavior is a multidisciplinary field that draws insights from psychology, sociology, anthropology, economics, and marketing. It involves researching consumer attitudes, preferences, and behaviors through methods like surveys, interviews, observations, and data analysis. The knowledge gained from studying consumer behavior helps businesses develop effective marketing strategies, enhance customer satisfaction, and build long-term relationships with their target audience.
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