Customer behavior in marketing pdf

Consumer behavior incorporates ideas from several sciences including psychology, biology, chemistry, and economics. This is achieved with strategic planning a nd objectifying. The first basic and general objective of this paper is the analysis of the consumer behavior in relation to marketing management. Studying consumer behavior is important because this way marketers can understand what influences consumers buying decisions. Consumer behavior definition and examples marketing tutor. Introduction todays successful companies at all levels have one thing in common. Once the previous data and information are gathered, marketers use the method to extract new and unidentified behavior from the data. Consumer behaviour and role of consumer research consumer is the focus of all the marketing activities. Consumers are driven both by rational thinking and emotions, and marketers must conduct careful research to tap into and harness the power of this information in their efforts. Buying behavior patterns are not synonymous with buying habits.

Although many of these factors cannot be directly controlled by marketers, understanding of their impact is essential as marketing mix strategies can be developed. Data mining is applied in the retail industry to predict an accurate consumer behavior or retail trends. It is examined through the origin and evolution of related studies. The everchanging market puts a toll on organizations in a form of dynamic customer behavior. Once the human behavioural models have been addressed, the chapter will focus on models of. Consumer behaviour is a study of how individuals make decision to spend their available resources time, money and. These examples demonstrate how marketers use consumer behavior concepts while. Consumer behaviour jane priest is a teaching fellow at edinburgh business school and teaches parts of the oncampus marketing course, as well as the consumer behaviour elective by distance learning. Tips from 30 experts every marketer and sales professional wants a crystal ball that can tell them precisely what their customers and prospects are thinking and what theyre about to do. She is a key member of a team exploring how technology can be used to enhance the student learning experience. Consumer behavior in marketing is the response a target market exhibits to marketing materials. Crm is a systematic approach towards using information and on going dialogue to built long lasting mutually beneficial customer relationship. In order to understand how marketing is processing, we go through different theoretical concepts. There are several stages a consumer goes through before he finally picks up things available in the market.

Any individual who purchases goods and services from the market for hisher enduse is called a consumer. Customer behavior is very important as it supports product positioning, development of effective marketing strategy and. Example tom might purchase a tricycle for his son or mike. Abstract due to ample innovations and technological advancements, social media has gaining popularity in. Department of marketing, management school, jinan university, guangzhou, china. Consumer behavior refers to the study which analyzes how consumers make decisions about their wants, needs, buying or act with respect to a product, service or an organization. Consumers purchase products and services as and when need arises. The marketing implications of the consumer decisionmaking process are essential to understand in order to maximize sales.

Firms exist to satisfy consumers needs, so firms must understand consumers needs to satisfy them. Pdf analysis of consumer behavior and marketing strategy. Consumer behavior marketing strategies tutorialspoint. Select any of the popular topics below to narrow your search. Hence a conclusion was drawnthat there is a significant linear relationship between factors influencing consumer behavior and. From a marketing perspective, consumer behaviour most probably became an important field of study with the development of the socalled marketing concept.

A background to the social media network usage is also given. Understanding consumer buying behavior in the retail. Consumer behavior involves services and ideas as well as tangible products. Social media, consumer behavior, and service marketing. The marketing concept stresses that a firm should create a marketing mix mm that satisfies gives utility to customers, therefore need to. This ultimately helps you better identify, understand, analyze and retain your customers. Pdf understanding consumer behavior is one of the pillars for building a strong company. Understanding consumer behavior is one of the pillars for building a strong company. She is a key member of a team exploring how technology can be. Customer relationship management entails all aspects of interaction a company has with its customer, whether it is sales or service related. What is consumer behavior in marketing and why is it. Consumer behaviour, besides its application in marketing strategy, is also used in social marketing to connect with the customer.

The growth of consumerism and consumer legislation emphasizes the importance that is given to the consumer. An individual who goes for shopping does not necessarily end up buying products. Marketing strategies and tactics are normally based on explicit and implicit beliefs about consumer behavior. The section highlighted and availed the importance of social media innovations in relation to consumer behavior and service marketing. Since marketing is a part of peoples daily life, the purpose of our thesis is to demonstrate how marketing is impacting on customers behaviour. Cultural factors culture and societal environment culture is crucial when it comes to understanding the needs and behaviors of an individual. Pdf this paper explores the role of consumer behavior in present marketing management scenario. It is very critical to understand the behavior of consumers to analyze the. They have a high sense of commitment in understanding customers needs and their situation. They have a strong customer focus and seriously believe to marketing. Ten consumer behaviour models short notes bbamantra. The more you understand your customer the better youre able to market to them, create products and services that meet their needs, gain competitive intelligence, proactively identify shifts in purchasing intent and behavior, and increase your chances for success.

In marketing, understanding consumer behavior has become very important for businesses. For instance, if someone in your target audience views one of your facebook posts, how does he or she react. In a laymans language consumer behaviour deals with the buying behaviour of individuals. Consumer behavior implications for marketing strategies. A vital part of the marketing process is to understand why a customer or buyer makes a purchase. For example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for. Assistant professor of marketing n o r t hw e s ter n u niv er siry as linchpin disciplincs, marketing and anthropology afford cach other some distinct opportunities for intellectual cooperation. There are several classical theories that view consumer behaviour from various points of views. Armed with this knowledge, companies can be proactive and take measures. Consumer behavior in marketing patterns, types, segmentation. Consumer behaviour is the study of how individuals make decisions to spend their available resources time, money and effort on consumptionrelated items.

Journal of marketing and consumer behaviour in emerging. Services marketing 27 customer perceptions of quality and. In simpler words a consumer is one who consumes goods and services available in the market. Roles are a set of behavior patterns learned through experience and communication, to be performed by an individual in a certain social interaction in order to attain. The main catalyst which triggers the buying decision of an individual is need for a particular productservice. Knowledge of his activities and behaviour is one of journal of commerce and trade april 2017 vol. Access thousands of our customer behavior online marketing resources here. Consumer behaviour models have been developed to substantiate the various factors that influence consumer behavior and their decision making process. Before understanding consumer behaviour let us first go through few more terminologies. Introduction brand image is the key driver of brand equity, which refers to consumers general perception and feeling about a. Consumer behaviour and marketing action learning objectives after studying this chapter, you will be able to understand. Consumer behaviour emerged in the 1940s and 50s as a distinct subdiscipline in the marketing area. Without such an understanding, businesses find it hard to respond to customer needs and wants.

Decisions based on explicit assumptions and sound theory and research are more likely to be successful than the decisions based solely on implicit intuition. Buyers reactions to a firms marketing strategy has a great impact on the firms success. Get unlimited access to all of our exclusive marketing resources. You already know that marketing and advertising are essential parts of running your own business. By combining a number of technologies into an integrated, closedloop system, marketers enjoy highly accurate customer behavior analysis in an easytouse application. Basically, culture is the part of every society and is the important cause of. Now consumers of all social classes can afford to purchase a variety of foreign products. Marketing course, as well as the consumer behaviour elective by distance learning. The impact of consumer behavior on society is also of relevance. Journal of marketing and consumer behaviour in emerging markets 112015 sharmuud haliun, seongdo cho 5 414 only a select few of these products were available to mongolian consumers a few decades ago.