Changes In Consumer Behavior Essay

933 words - 4 pages

DISCUSS HOW THE CONSUMER BEHAVIOR HAS CHANGED TODAY
Kotler defines consumer behavior to be 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. He argues that it blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess ...view middle of the document...

Over time not only consumer buying behavior has changed but also marketing strategies by companies in order to keep abreast with the changing desires of a consumer. Faxall, 2008. Says that companies have made a move to launch premium products by companies to fulfill requirements of high class consumers. He points out that purchasing power or rural households has increased and as a result companies have started shifting their focus towards rural living consumers. With this move they have managed to reap huge benefits for themselves. He further argues that companies not only aim to sell their products but also aim to provide better sales services to its consumers. For instance companies have provision to send their technicians to repair the cars struck on highways or other outer locations due to technical failure or in case of a mishap. This improves the company’s credibility and helps to build its customer base. This is even evident in Kenya where CMC sends its mechanics to service vehicles bought from them for a certain period of time after the purchase.
Macinnis and Gupta, 2008. Identify with online purchasing as a change in the consumer behavior. Companies have so resulted to online marketing and this has seen the emergence of online shops such as ebay, oxl, amazon among others. They base India as their case study and argue that currently, products Indian consumers are buying through online are greeting cards, clothes, CDs/VCDs/DVDs, cassettes, books, magazines, medicine and educational material.
It has also been observed that celebrity influence has had an influence in the change in consumer behavior. This has been identified as an important tool which has been able to influence consumer buying behavior all over the world. Kotler, 2007. In India, celebrities are being increasingly used in marketing communication by marketers to lend personality to their products. Their activities and movements are being closely watched and imitated. What they...

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