Research paper on consumer behaviour

Author guidelines | publication : sample chapter | recommend this book available in our: emerald business, management and economics ebook series collectiononline access: online table of contents  |  latest volume ation pagejust published: consumer culture theory, volume by nil ozcaglar-toulouse, diego rinallo and russell w. Chapters in this volume are selected from the best papers presented at the 11th annual consumer culture theory conference held in lille, france in july 2016. The diverse interpretive research and theory represented in this volume provides the reader with intellectually stimulating opportunities to examine the intersections between a variety of topics that represent the cutting edge in consumer research.

Research paper on consumer behavior

These studies draw on an array of qualitative methodologies and the substantive topics represent crucial issues for our ial objectives of the er research is both a micro managerial topic highlighting issues that are potentially relevant to improving marketing effectiveness and a macro sociological topic considering the nature of consumption and its effect on human well-being. Because consumer behavior is such a central part of contemporary life, papers in these volumes address the role of consuming at the levels of individuals and organizations, families and groups, and cultures and subcultures. The series is relevant to each of these disciplines as well as consumer behavior scholars seeking the latest in consumer research, research methods and acy (no long publication delays).

Consumer behavior research paper

Well-promoted international readership:Public policy consumer behavior publishes the latest consumer research and theory, regardless of methods employed in the case of empirical work. You must disable the application while logging in with your system study of consumer behavior involves elements of economics, the social sciences, and the physical sciences. An endless and diverse field of research and applications, consumer behavior considers such areas as buying decision-making, internal influences, and external influences on the consumer.

An understanding of consumer behavior can lead to improved marketing strategies on the part of firms and organizations, and can also lead to improved public ds consumer behavior; consumer buying decision process; deviant behavior; planned behavior; purchase ing: consumer marketing, consumer behavior is the study of the acquisition, consumption, use, and disposal of products, services, experiences, or ideas, by consumers. When considered in greater depth, consumer behavior can be defined as the study of how and when individuals, groups and organizations select, purchase, use and dispose of products, services, experiences or ideas to satisfy their needs. In addition, consumer behavior looks at the impacts that the processes of selection, purchasing, use, and disposal have on consumers and on er behavior studies the characteristics of individual consumers, by looking at variables such as demographics, psychographics and behavior, in an attempt to understand the consumer and his or her world.

Consumer behavior also tries to assess influences on the consumer from groups such as family, friends, reference groups and society in general (perner, 2003). The field of economics actually provided the foundation for marketing, but it wrongly assumed “that consumers are rational decision makers who actively seek information, objectively evaluate alternatives available to them, and make rational selections of products or services to maximize their benefits. By neglecting the emotional side of the customer, among other psychological factors, economists “failed to provide marketing with all of the concepts needed to understand the complexities” of what motivates consumers(demirdjian & senguder, 2004, p.

These limitations, marketing scholars began to seek an “understanding of consumer behavior from other sciences. Motivation, perception, learning, beliefs, attitudes and so on, have all been used to explain why the consumer behaves the way he or she does” (demirdjian & senguder, 2004, p. Research into other sciences such as physiological psychology, which is the “study of the interaction of the body with the mind,” and which studies the “extent to which behavior is caused by physical and chemical phenomena in the body,” is relatively recent (demirdjian & senguder, 2004, p.

Has been said that the basic nature of consumer behavior is diversity: the field is characterized by diversity in theories and diversity in research methods (demirdjian & senguder, 2004). Although early related research can be traced back much further, the attempt to theorize consumer behavior began in 1962, first looking at the type of behavioral processes consumers typically used in adopting new products; then addressing consumer problem-solving, buyer behavior, and buyer decision processes. Subsequent research has looked into information processing of consumer choice, and the experiential the early 1980s, research has been conducted in areas as wide and varied as deviant behavior, consumer perception, planned behavior, intention-behavior discrepancy, environmentally responsible behavior, consumer judgment, attitudes, dependence, international and cross-cultural consumer behavior, impulsive buying, personality-behavior relationships, the role of imagery, and social and political marketing or occurs either for an individual on his or her own; for an individual in the context of a group (where others in the group influence how a person behaves); or for an organization (where people on the job make decisions as to which products the firm should use).

The study of consumer behavior attempts to understand the buyer decision making process for individuals, groups and er decision making comes about as an attempt to solve consumer problems, both major and minor. The six stages are: problem recognition, information search, evaluation of alternatives, purchase decision, purchase, and post-purchase first stage, problem recognition, is when a consumer becomes aware of a need. The need is manifest because there is a difference between the consumer's desired state and his or her actual condition.

With an internal information search, the consumer searches the information stored in his or her memory. If more information is needed after the internal search, the consumer may consult external information sources such as friends and relatives for word-of-mouth; marketing information; comparison shopping; and public sources. Successful information search leaves a needy consumer with possible alternatives collectively called the evoked set.

Armed with the evoked set, the consumer embarks on the third stage of the buying decision process: evaluation of alternatives. Here, the consumer may need to establish the criteria for evaluation, such as features of the product or service that the buyer wants or does not want. The consumer may rank or weigh the alternatives to arrive at a choice, or resume searching if a satisfactory choice is not arrived at.

Information from different sources may be treated fourth stage in the consumer buying decision process is the purchase decision. Here, the consumer selects from the available alternatives, making decisions on details such as the specific product or service, its packaging, retail outlet and method of purchase. Sometimes product availability issues may cause a time lapse between the purchase decision and the actual sixth and last stage in the consumer buying decision process is post-purchase evaluation (also known as post-acquisition evaluation), which may occur to the buyer consciously or subconsciously.

Dissatisfaction may result from many factors, such as unmet brand expectations, and at times may lead to the consumer lodging a complaint. Log in e why understanding consumer behavior is important for an organization that is driven by the needs and wants of consumers has to understand consumer behavior. The billions of consumers worldwide do not say en masse and in unison, "organization, we...

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