Factors Affecting Consumer Behaviour Commerce Essay

F take onors Affecting Consumer Behaviour Commerce EssayConsumer is considered as the pansy in the modern world market. So the main aim of every marketer is to meet the consumer urgencys and satisfy them better than the competitors. sellers always look for emergent tr arrests and innovations to attract the target customers. Consumer is the only factor which controls the whole market nowadays. So the way of the consumer in the antithetic market situations should be analyzed to sustain in the market. Consumer is a individual who barter fors goods or services for his end use. Consumer bearing is a psychological cargon for in which the consumer plans to purchase a proceeds, makes purchase closing, implements the plan and reviews the conclusiveness. Consumer demeanour is controlled and enticed by various inner(a) and external factors and those factors playing period over a person to buy or not to buy a particular product. The factors butt be psychological factors, so ciological factors or economic factors. The influence of these factors might be different in the consumers based on their top dog sets. The process of the consumer behavior ends after taking a acquire decision. The purchase decision reservation process involves several stages in which he consumer goes through with(predicate) mainly six steps and at last makes the decision of purchase or rejecting a product.DISCUSSIONCUsersSOORAJDesktopMMconsumer.jpgConsumer behaviour is a process of decision making concerned to a product purchase. The end users psychological, economic, socal, in the flesh(predicate) and cultural factors leads him towards a particular commodity. Amog these the psychological factors have an principal(prenominal) role which controls the mental process of a consumer and push him to view the buy decision. The buying decision process starts from problem recognition and ends with post purchase decision. The end user is the decision maker and who controls the whol e market with his hypercritical decision making process. The behaviour of the consumer decides the marketability and success of a product.For example, a current soap is introduced by Hindustan Unilever and the in market there is a laden competition in this industry. If the product eject attract the consumers with its quality and charge then the product provide survive. The decision to buy or not to buy that product is taken by the consumer only.FACTORS AFFECTING CONSUMER BEHAVIOURConsumer behavior refers to the selecting, buy and the consuming of goods and services for the happiness of their involve. there ar different activities involved in the consumer behavior. Primarily the consumer assesses whats his necessity and then purchases the almost hopeful commodity. later on selecting the commodity the consumer analyzes the existing prices of commodities and takes the purchase decision about the commodities. In the meantime, there argon various other factors influencing th e purchases of consumer such as cultural, psychological, personal and social.Factors Influencing Consumer BehaviorChart 1 Source (KELLER, 2009)Psychological factors affecting consumer behaviorOut of these factors the psychological factors has a main role while purchasing a product. When we think from a human being perspective a consumers mind and his related personal characteristics influences and directs him what type of product should purchase or of what quality. The need of a consumer becomes a motive when he has an intense worry to buy something. The stimulus-response relation makes a consumer to make the purchase decision. The marketing and environmental stimuli enter the consumers consciousness, and along with some consumer personality which leads to purchase decision making. There atomic number 18 four key psychological processes- penury, perception, memory and learning- mainly influence consumer behavior.ROLE OF MOTIVATION IN CONSUMER BEHAVIOURCUsersSOORAJDesktopMMmotivat ion_stick_figures.jpgAmong these factors motivation plays an meaning(a) role in influencing the consumer behavior. The motivation level also affects the buying behavior of consumers. Every person has different needs such as physiologic needs, biological needs, social needs etc. The nature of the needs is that, some of them are generally pressing while others are least pressing. because a need becomes an object when it is more pressing to direct the person to hunt for blessedness.For example, a consumer may get motivated by an ad of a burger in television which is attractively shown and the advertisement is sequenced with good captions and conversations and who gets zealous to run for it. The strategy used in advertisements stimulates the need in the mind of the buyer and he makes the decision.If the consumer is motivated by a particular product then he has to go through the process of decision making. The decision making process is the crucial moments through which a the cons umers decides the survival of a product in the market. Actually the outcome of their decision making process is the future of a commodity. There are six stages for the decision making process.CONSUMER DECISION MAKING PROCESSStages of the Consumer purchase ProcessSix Stages to the Consumer Buying Decision Process (For complex decisions). Actual purchasing is only superstar stage of the process. Not all decision processes lead to a purchase. completely consumer decisions do not always include all 5 stages, unyielding by the degree of complexitydiscussed next.The 6 stages areProblem Recognition (need awareness)It is the balance between the required state and the actual condition. Hunger stimulates the need to wash up. If a person has a particular drive to buy something or the need is triggered by the internal or external stimuli to buy something and becomes a mishap of making purchase.Can be stimulated by the marketer through product information-did not know you were deficient? I.E., see an advertisement for a new duette of shoes, stimulates your recognition that you need a new pair of shoes.Information search-Internal search, memory.External search if you need more information. Friends and relatives (word of mouth). Marketer dominated sources comparison shopping public sources etc.A winning information search leaves a buyer with possible alternatives, theevoked set.Hungry, postulate to go out and eat, evoked set isIndian foodburger kingChinese foodEvaluation of Alternativesneed to establish criteria for evaluation, features the buyer complimentss or does not want. Rank/weight alternatives or resume search. May decide that you want to eat something spicy, Indian gets highest rank etc.If not satisfied with your natural selection then returns to the search phase. Can you think of another restaurant? saying in the yellow pages etc. Information from different sources may be treated differently. Marketers try to motivate by increasing alternatives.Purcha se decision-Consumer takes the buying decision regarding product, package etc.Post-Purchase Evaluationoutcome It is the state of Satisfaction or Dissatisfaction. I.e., cognitive Dissonance, a question of have I made the right decision. This can be reduced by guarantees, warranties, after sales communication etc.For example, after eating an Indian meal, may think that really you wanted a Chinese meal instead.The motivational factors may be internal or external. Consumer may be motivated by his own feelings snd desire about a particular product or he can be motivated by some external recommendations. Consumer may survive the product recommendations conditional on the perceived credibility of the recommender and he relies on their own judgements.INFLUENCE OF MOTIVATION IN CONSUMER BEHAVIORMotivational theories and its implications mickle have many needs at any given time. The needs are influenced several psychological factors ilk motivation. Some needs are psychogenic or biogenic a nd the need becomes a drive or motive. When it becomes motive the inner urge to buy a product turn out to be a goal. There are several theories related to the concept of motivation. Two of the best known theories of consumer motivation- those of Abraham Maslow and Frederick Herzberg- implies some different concepts in consumer behavior.MASLOWS NEED HIERARCHY system OF MOTIVATIONAbraham Maslow wanted to explain why people are motivated by particular needs at particular times. The answer given by Maslow was the human needs are arranged in a hierarchy from most basic to least-psychological needs, pencil eraser needs, social needs, self esteem needs, and self actualization needs. People volition try to satisfy their most basic and important need first. After succeeding the basic need, he will then goes to the next most important need. He divided the need to basic needs and the harvest-festival needs.CUsersSOORAJDesktopMMmaslows-hierarchy-of-needs1.jpgSource (KOSHY, 2009)The basic or deficiency needs are to be met first.For example, a starving man need 1 will not take an interest in any musical party need 5, not in how he is viewed by others need 3 or 4, not even in whether hes breathing fresh air need 2 but when he has enough to eat and drink, the next most significant need will turn into prominent. As long as people are motivated to meet these needs, they are moving towards development, toward self actualization.Based on this theory the consumer has the basic and growth needs. If the consumer satisfies his basic needs he will look for the next. The degree of satisfaction depends upon the quality of the product or service which they get and in what level they get it.For example, if the area of market is comprised of middle class people they need to buy products to meet their basic requirements. Say low cost bathtub soap- the marketer look for promotional activities to sell those products only. The marketer will not try to distribute high standard or high pric ed products.Consequently, satisfaction of the consumer depends on the level where the performances of the product/service match to the consumers expectation committed to them. If the performances of the product are placed away from the buyers expectations, who will be unsatisfied, and if these accommodate to the expectations, who will satisfied, when the performances of a product will bridge the buyers expectations, he will be contented.CUsersSOORAJDesktopScreenHunter_02 Dec. 10 18.23.jpgOnce the basic needs like food, water, rest etc. needs area satisfied then the asylum needs are to be met. Employment is a need of near living. Monster.com, rediff.com like websites helps the consumers to meet their employment safety needs.HERZBERGS TWO FACTOR THEORY OF MOTIVATIONHerzberg developed a two factor theory of motivation that differentiates Motivational factors (factors cause satisfaction) from Hygiene factors (factors causing dissatisfaction). The absence of the hygiene factors is not enough to motivate a purchase but the satisfiers should be present. For example, a camera that does not come with a warranty would be a dissatisfier. However the presence of warranty of a product would not act as a motivator to purchase a product, because its not a source of built-in satisfaction. User-friendliness would be a satisfier.Herzberg model of motivationCUsersSOORAJDesktopMMherzberg_factors.gif