Name: Nam Hoai Nguyen
Student ID number: s1128290
Module tutor: Kandis Watson
Word count: 2,854
According to Bloisi, W., Cook, C.W. and Hunsaker, P.L (2003), consumer market refers to the purchase of goods and services purely for personal consumption. Consumer market and consumer buying behaviour must be studies and understood before an appropriate marketing plan can be developed. In general, organisations and companies need to know and understand the behaviour not only for their own customers but also for all consumers.
Multiple roles of Consumers
As users of a product, consumers are concerned with product features, thus users define what is ...view middle of the document...
Factor impacting consumer behaviours
According to Kotler et al. (2009), the 4 main factor impacting consumer behaviour and consumer buying process are culture, social factors, psychological processes and personal factors.
As Kotler et al. (2009) pointed out, culture is perhaps the most powerful force affecting a person’s behaviour. However, we may be part of a large culture, for example, Vietnamese culture, sub-cultural influences are also important, and indeed, often relect large market segments.
Some consumers are strongly influenced by groups of people they look up to, whereas for others, members of their family may influence them more. (Burran and Morgan, 1998)
Almost any group can fall into this category provided that they havea direct or indirect influence on the person attitude or behaviour (Kotler et al., 2009). For marketers, the main task is to identify the important reference groups and then target the group leaders 9opinion leaders) with appropriate information. An opinion leader in one area may be an opinion follower in other areas.(Shein, 1985)
Of all reference groups, Kotler et al. (2009) argues that the family is the most influential one. Traditionally, in asian cultures, consumer goods marketers have tended to target mother or wife as the main buyer purchasing agent for the household.
Kotler et al. (2009) discussed a range of personal factors impacting on consumer behaviours including age, stage in lifecycle, occupation, economic circumstances, personalities, lifestyles and values.
*Psychological bases of consumer behaviours
A number of psychological factors affect the consumer buying decision process. Marketers study these factors with the aim of influencing the decision process in their favour.
“Is the process by which we select, organise, and interpret information inputs to creat a meaningful picture of the world” (Kotler et al., 2009).
If a buyer is fond of buying a television, he/she will have various perceptions about competing brands on the market, perhaps that person will have some knowledge about particular models available, a general idea about the ease of use, where they are available for sale or pricing, . Advertising, product design and brand name all play important roles in developing consumer’s perception. (Buchanan and Huczynski, 2004)
Selective Alternation, Distortion and retention
Because of the great number of messages that consumers are exposed to, consumers filter out the messages which are relevant to their immediate needs. Using the previous example, consumers who are interested in television would pay more attention to advertisements for these products than those with little interest.
Selective distortion can occur in both pre-purchase and post-purchase situations (Collins, 1996). If consumers exhibit strong brand preference, consumers will interpret information in a way that...