Consumer Behaviour and Perception Essay - 2228 Words

2.0 CONTENTS CONSUMER BEHAVIOUR AND PERCEPTION 2.1 WHAT IS CONSUMER BEHAVIOUR? It is necessary to understand consumer behaviour; this is based on the activities leading to the acquisition and use of goods or services, including decision-making processes that determine a purchase. In this process the consumer performs actions such as search, purchase, use and evaluation of products expected to be used to meet their needs (Solomon Michael, 2007). The activities, processes and social relations to which reference has been made include various actions of the consumer: knowledge of a need, when you make a comparison between stores, the simple reasoning of information that are available in regard to the benefits and risks of the desired†¦show more content†¦It is important to analyse each group to determine their specific behaviour and thus guide strategies to stimulate product sales (Afizah Hashim, 2009 ). CULTURE: It represents the knowledge, beliefs, values, art, morals, laws, customs and habits acquired by people as members of a society (Hawkins, 2006). Culture influences the thought processes and behaviour of the individual, culture is acquired, lives there. Due to the change of technology over time and interaction with other customs, culture has caused to undertake changes, so the individual has had to change their behaviour to adapt to new cultures. Within a culture there are subcultures, which consist of groups that coexist within a culture, taking habits, customs, etc., of the host culture, while providing the habits and customs of their own culture. For example, in the U. S. subcultures such as Hispanics, Asians and blacks are very clear identified. INCOME AND SOCIAL CLASS: Social classes are relatively permanent and homogeneous divisions in a society in which individuals share lifestyles and similar behaviours. The social status is not determined exclusively by income, other factors are also important, such as education, profession, place of residence, social group, friends and forms of entertainment, among others. SOCIAL GROUP: social group can be viewed as a set of people who have a sense of empathy resulting from a mode of interactionShow MoreRelatedConsumer Behaviour: Consumers Perception of Blackberry Phones5858 Words   |  24 PagesBUYER BEHAVIOUR MODULE CODE: 4MAM7A41 MODULE LEADER: FRANK AUTON GROUP COURSEWORK ASSIGNMENT â€Å"INVESTIGATING THE BLACKBERRY MARKET SHARE DECLINE† CHERRY NAIR 135803821 DESPINA LAZAROGLOU-BRIANI 13501130 FATIHI AGBAJE 13204792 DIMITRIS KASIDOKOSTAS 13534381 GREGORY ZAKHAROV 13556886 WORD COUNT: 3856 Index Executive summary 3 Introduction 4 Objectives 6 Research MethodologyRead MoreConsumer Behaviours, Jnd, Perceptions2286 Words   |  10 PagesCase 4.1: Packaging and the J.N.D. 1. Concept of Perception, Sensation, Weber’s Law (J.N.D. or Differential Threshold) Perception is the process of attaining awareness or understanding of the environment. This is through organizing and interpreting sensory information to form a meaningful and clear picture of the world. Based on different needs, values and expectations, different people will perceive and interpret stimulus differently. For sensation, it is when the various sense organs of theRead MoreConsumer Perception on Buying Behaviour Towards Smartphones11189 Words   |  45 Pagesutility bills via telephone. * The first cellular phone to incorporate PDA features was an IBM prototype developed in 1992 and demonstrated that year at the COMDEX computer industry trade show. * A refined version of the product was marketed to consumers on 16 August 1994 by BellSouth under the name Simon Personal Communicator. * The Simon was the first device that can be properly referred to as a smartphone, even though that term was not yet coined. * In addition to its ability to make andRead MoreConsumer Perception Of Consumer Behavior Essay1488 Words   |  6 PagesConsumer Perception Consumer behaviours are constructed by their attitudes, and the attitude itself is the result of the consumers’ perception (Fishbein Ajzen, 1975). This construct is explored in the Theory of Reasoned Action, where Fishbein and Ajzen (1975) state this in regards to attitude-behaviour relationships. When it comes to greenwashing, research has found that this attitude-behaviour relationship could manipulate the perception of the consumer. The consumer perceptions when it comesRead MorePerceptions And Perceptions Of Consumer Behavior Essay1467 Words   |  6 PagesIn attitude-behaviour relationships, the Theory of Reasoned Action states that consumer behaviours are constructed by their attitudes, and the attitude itself is the result of the consumers’ perception (Fishbein Ajzen, 1975). With regards to greenwashing, research has found that this attitude-behaviour relationship could manipulate the perception of consumer (see table 2 for perceptions and explanations), for instance, perceived deception (Newell et al., 1998), perceived scepticism (Albayrak etRead MoreThe Soap Is Good For The Environment Essay1414 Words   |  6 Pageslabels, which are autonomously determined to meet transparent environmental criteria (Galarraga Gallastegui, 2002). Newell et al. (1998) presented research which examined the effects of advertising utilising a greenwashing strategy on consumer’s perceptions of advertisements. Although the research was focused on advertising, it was hypothesized that misleading claims, encompassing perceived deception, affected corporation’s credibility and directly influenced consumer’s intentions to purchase. ConsequentlyRead MoreAn Example Using Theoretical Soap Is Good For The Environment Essay1487 Words   |  6 Pagesprovided by the participant being the BNZ bank investing in a Kiwi recovery program, while at the same time investing in oil exploration. Ambiguous claims by advertising are also legal and terms that imply nature, such as those which leave the consumer with the perception that it is good for the world only it is the opposite. The only instance where it is illegal is when the product implicitly claims to do something it does not. To explain this concept an example using theor etical soap was provided by theRead MoreThe Importance Of Greenwashing As A Marketing Strategy1490 Words   |  6 Pagesidentifying particulars about the interview participant. Findings and Discussion Interview Findings From the research interview it was established that greenwashing as a marketing strategy is effective because there is an increasing amount of consumers concerned about the state of the environment and this creates a legitimate market. Primarily, this effectiveness is due to the fact that greenwashing has the capability to create and sustain a new market, as the interview participant mentioned thatRead MoreMarketing Strategy of Levis1427 Words   |  6 Pagesprofitability, a number of key principles concerning consumer behaviour have to be fully grasped and addressed. As well as producing a range of new, exciting and quality garments, the firm will need to ensure that its products are cleverly and thoughtfully marketed to the appropriate consumer groups. In this report I will look at the marketing strategy employed by Levis on their new Anti-Fit style jeans, and at the importance of consumer behaviour in deriving this strategy. I will also lookRead MoreA Company Is Employing Greenwashing Tactics Essay1337 Words   |  6 Pagesparticipant pointed out that terms such as eco, or enviro-friendly would normally be used; however, the product will not supply evidence of this indicating the claim in unsubstantiated. Furthermore, companies may make broad claims giving consumers the perception that they possess an environmentally friendly element, without there being one, just the implication of one. According to the research participant, within New Zealand there are various forms of legal greenwashing, the example provided being