Studying consumer behaviour helps in production. Impact of Advertising on Consumers’ buying behavior through Persuasiveness, Brand Image, and Celebrity endorsement. Such information on published sources arouse consumer to buy a product or service. Importance of Consumer Behavior It is essential for the marketer to study the behavior of the consumers in order to make better strategic marketing decisions. The psychological characteristics include attitude, mood, emotion, social class, social conscience, perception etc. Importance of Study Consumer Behaviour As products are made to cater consumer’s needs and demands, therefore, the products should be carefully marketed for the successful achievements of organizational goals. As consumers are the most important person for marketer or sales person, therefore it is important for them to consider the likes and dislikes the consumers so that they can … The influence of media on consumer behavior is profound. Copyright © 2003 - 2020 - UKEssays is a trading name of All Answers Ltd, a company registered in England and Wales. These behaviours can be affected by multiple factors. You can view samples of our professional work here. Although, these tools are helpful to influence post purchase behaviour of consumers to some extent. Many consumer behaviour theories suggest that the consumers want to get maximum benefit and satisfaction from the product by spending minimum amount of money. The importance of consumer behavior, especially in terms of properly interpreting that behavior, is crucial to the success of any type of business.Ultimately, how consumers behave as it relates to the selection of goods and services for purchase has a tremendous influence on what companies manufacture and market. Moreover, the information published on the websites largely influence the customer’s buying behaviour. Dont try to confuse the consumers. The product should be valuable, the price should be moderate, place distribution should be intensive and an appropriate. A lean and inactive office going female drinking Womens Horlics and thereafter beaming with energy and confidence would be the ideal concept for the advertisement. The evolution of marketing concept from a mere selling concept to consumer-oriented marketing has resulted in consumer behaviour becoming an independent discipline. However, due to change in size, advancing technology, affordability, convenience; most people have switched to laptops and mobiles with operating systems have disposed personal computers to a greater extent. Later the post purchase behaviour of product is studied which shows the consumer satisfaction or dissatisfaction where it involves disposal of product (Solomon, 2009). Studying consumer behaviour helps in production. Consumer behaviour helps organisation to plan and develop its products according to consumer need and preference. Moreover, updating such information will help the consumer to retain to a product or re try the product if the product has dissatisfied them (Solomon, 2009). The ability of media to shape consumer trends and tastes through media such as movies, television shows and music is all-pervasive. The importance of consumer behavior in marketing is far reaching. To understand the potential future problems and how to improve the current set of offerings. If you started a business, the only people who would know about it are friends and family. (2013), “A Study on the Purchase Behavior and Cosmetic Consumption Pattern Among Young Females in Delhi and NCR”, … A STUDY ON THE INFLUENCES OF ADVERTISEMENT ON CONSUMER BUYING BEHAVIOR Tashrifa Haider, Independent University Dhaka Shadman Shakib, Masters Independent University ABSTRACT Purpose–This paper aims to examine the impact of advertisements on consumer buying behavior by analyzing the real-time effects of entertainment, familiarity, advertisement spending, and social imaging in advertisement … To decide where the service or product would be made available for easy access of consumers. If the marketers failed to understand these factors, they would not meet their targets. So, we can see that the psychological impact that Familiarity has on consumers does in fact lead to positive buying behaviour. This is the fourth importance of consumer behaviour and it means that consumer behavior is very much vital in designing and approaching marketing mix to be chosen (product, price, place, and promotion). Understand the lifestyle of your target audience. Advertisements meant for younger people (college goers, young professionals) ought to be colourful and trendy for them to be able to relate themselves with the product. Advertisements must be catchy and communicate relevant information to consumers. 1) Increase revenue – The importance of consumer buying behavior lies in the fact, that we can improve our sales figures when we study the customers. By understanding how consumers decide on a product they can fill in the gap in the market and identify the products that are needed and the products that are obsolete. Further, advertising is positively but factors of rural areas are negatively correlated with consumers buying behavior. If the company fails to read the customer’s mind, it may end up in losses. Study for free with our range of university lectures! It helps the manager to be dynamic, alert, and active in satisfying consumers better and sooner than competitors. Studying different consumer behaviour theories helps to understand the different choices that consumers make to buy a product. The theories suggest that marketers should keep their prices low without affecting the quality to attract consumers. The marketers need carefully understand the consumer’s interest in the products by breaking down the targeted consumers into demographics, like age, occupation and location as they contribute investigating information about consumer preferences. It is very critical to understand the behavior of consumers to analyze the behavior of potential consumers towards a … The key to a successful marketing campaign lies in consumer behaviour. Study of consumer behaviour helps to achieve this purpose. This is because consumers go mostly for products that are of low price but satisfies their demand (Open Learning World, 2011). As consumers are the most important person for marketer or sales person, therefore it is important for them to consider the likes and dislikes the consumers so that they can provide them with the goods and services accordingly (Solomon, 2009). Advertising is a way of communication to convince an audience for taking purchase decision about a product or service and delivering information to viewers. Global Media Journal: Pakistan Edition, 6(2), p.2. For this, some marketers track the follow up from the consumers so that they can gauge the reason behind failure of the product. This behaviour of consumer is very complex and requires more importance by the marketers. Serious advertisements do not go very well with the youngsters. Consumer behavior is not just important to attract new customers, but it is very important to retain existing customers as well. You can also count repeat purchases under the umbrella of consumer behavior. The main purpose behind marketing a product is to satisfy demands and wants of the Consumers. Advertising by television enable message of advertising to reach wide variety of audience or consumers and is one of the best advertising medium especially of goods and services, organizations, idea etc. Online Advertisement and Its Impact on Consumer Behavior. Understanding consumer behaviour is important for any organization before launching a product. Consumer behavior analysis helps: Identifying consumer pain points – mapping and explaining customers issues and difficulties with a brand, product, or service. The study of consumer behaviour helps them in analysing different factors that has influence on the buying decision of the consumers. Understanding consumer behavior is important for all companies, especially before the launch of a product or service. The main purpose behind marketing a product is to satisfy demands and wants of the Consumers. Consumer Behaviour – The consumer, The KING of the market is the one that dominates the market and the market trends. Author’s Details: (1) Samar Fatima (2) Samreen Lodhi –Jinnah University for Women Abstract Advertisements have been used for many years to influence the buying behaviors of the consumers. The size and range of online advertisement … Management Study Guide is a complete tutorial for management students, where students can learn the basics as well as advanced concepts related to management and its related subjects. Consumer behaviour helps to segment a target market for advertising and other promotional activities. We define consumer behavior as the actions a consumer takes before, during, and after buying a product. D : The importance of consumer behaviour to Marketers in 2015 The relationship between consumer behaviour and a marketing strategy was proposed by Donal Rogan (2007) as being ‘about increasing the probability and frequency of buyer behaviour. It is important for them to know consumers as individual or groups opt for, purchase, consumer or dispose products and services and how they share their experience to satisfy their wants or needs (Solomon, 2009). Models of Consumer Decision Making 6. Impact of Advertisement on Buying Behaviours of the consumers: Study of Cosmetic Industry in Karachi City. To find out the best method of promotion that will prove to be effective to attract customers to buy a product. The Researcher used survey Research Design in the collection of the data. Importance of Consumer Behavior Studying and understanding consumer behavior allows brands and marketing specialists to identify what influences consumers and their decisions. Consumer Behaviour or the Buyer Behaviour is referred to the behaviour that is displayed by the individual while they are buying, consuming or disposing any particular product or services. By understanding how consumers decide on a product it is possible for marketers to fill in the gap and identify which product is needed and which products are obsolete in the market. Registered Data Controller No: Z1821391. The study of consumer behaviour helps to understand how the buying decision is made and how they look for a product. This study examined the impact of social media platforms and brand awareness in relation to the consumer decision-making and buying behavior patterns influenced by social media. It is essential to understand the mindsets, attitudes and preferences of target audience. The marketers first consider all the factors that can influence consumers to buy Halal products, where they can target specific areas where Halal food is more sold. Therefore, the markers design their products in such a way that the product gives maximum value or features to consumers at affordable price (Goessl, 2011). Free resources to assist you with your university studies! It should, in a way give some kind of information about its price, benefits, usage, availability and so on. Understanding consumer behavior is a vital aspect of marketing. TV advertisements have impact on their mind and the exposure to TV advertisements have not only enhanced their involvement in purchasing but has resulted in increasing their frequency of purchase. Consumer behaviour consists of activities/process followed in making any buying decision of goods as well as a service. Moreover, in order to retain customers, some marketers or organizations offer customers with services like exchange of product, money back guarantee etc. Brand memories consist of those associations that are related to brand name in consumer’s mind. Thus, understanding consumer’s behaviour to buy a product is complex and requires marketers to continuously understand and apply various concepts and theories for successful marketing. As a matter of fact, consumer behaviour is dynamic. Advertising is everywhere and reaches consumers all day. In a competitive market, it is important for advertising managers to grab consumers’ attention through advertisements and sales promotion. Impact of social media on consumer behaviour 9 of information that can be processe d by individuals, and it is not feas ible to evaluate all choice alternatives in depth (Karimi, 2013). Such advertisements have a mass impact as consumers change the way they purchase products, the politicians they root for in polls, their medicinal options, the toys they gift their children, etc. In this paper we use Nielsen scanner panel data on four categories of consumer goods to examine how TV advertising and other marketing activities affect the demand curve facing a brand. Put your product next to dozens of others and with the right packaging, advertising, and placement, it’s going to be the one consumers choose every single time. If the consumers are satisfied with the product, he or she will buy the same product again. The advertisements ought to create the need among the consumers for them to buy the product. can lead to consumer’s decision to dispose a product (Rao, 2011). Our academic experts are ready and waiting to assist with any writing project you may have. There are some factors that need to be carefully analysed by the marketers which help them to increase their sales and develop effective marketing strategies. Earlier, the marketers were successful in accomplishing their purpose. Theories of Consumption & Consumer Behaviour: Social, Economic, and Cultural Perspectives, Role of Consumer Behaviour in Advertising. COVID-19 is a health and economic crisis that has a sustainable impact on consumer attitudes, behaviors and purchasing habits. A Horlics advertisement with a male model does not make sense as the target audience would never be able to connect with the product. A Tag Heuer, Omega, Mercedes, I phone advertisement ought to be classy for people to recognize these products as status symbols. This is not an example of the work produced by our Essay Writing Service. These help marketers or organizations to know the reason behind the purchase of product by consumers and how it satisfies them. Consumer behavior is usually very complex because each one has a different attitude towards purchase, consumption and disposal of a product. This principle of making profits is heavily applied by almost all marketers. Consumer behavior influences all buying decisions, regardless of the product or service. Moreover, it also involves search for a product, evaluation of product where the consumer evaluate different features, purchase and consumption of product. However, on the other hand, the consumers having limited money spend all their money on purchase of their basic needs such as shelter, food and clothing. Consumer behaviour is indispensable to watch movements of the markets. This study shows that there is positive impact of all the variables on consumer buying behaviour. We are a ISO 9001:2015 Certified Education Provider. Consumer behavior is the For example – by observing that a particular customer is more inclined to buying during end of season, a company could send such a customer its promotional material informing them of end of season sales and other discounts. Byabato (2009).Factor influencing consumer purchase decision among Tanzanians Bin Junaid A. et al. Respond . Moreover, if the consumers have more knowledge about the product than the sales person, the sales might fail to meet their targets. Choose the right theme for your advertisement. Consumer behaviour deals with the knowledge of what the consumers need and want to buy and what goods and services are available to satisfy their needs. Reference this. Advertisements for insurance plans, medical benefits, hospitals ought to be sensible as they convey much serious information and target a mature segment of individuals altogether. The billions of dollars spent in advertising each year attest to the impact of media on consumer purchasing and buying preferences. In regard to the marketer’s view point, they assume that the basic purpose of marketing is to sell goods and services to more people so that more profit could be made. If you need assistance with writing your essay, our professional essay writing service is here to help! If the company fails to read the customer’s mind, it may end up in losses. The study of consumer behaviour helps the marketers not only to understand what consumer’s purchase, but helps to understand why they purchase it (Kumar, 2004). Effective marketing of a product by sales people may help to deliver right product to right people. To export a reference to this article please select a referencing stye below: If you are the original writer of this essay and no longer wish to have your work published on UKEssays.com then please: Our academic writing and marking services can help you! The consumer plays a very important role in the demand and supply chain of every economic system of every nation. Advertisements for products meant for children should ideally be aired during afternoon or early evening hours as this is the time when they watch maximum television. It makes marketing consumer-oriented. Advertisement plays an important role in influencing consumers' decision making. Disposal of product involves throwing away of products by the consumers (Solomon, 2009). Consumer behaviour helps to segment a target market for advertising and other promotional activities. Understanding customer behaviour could help a company to time its promotions, marketing and other advertising techniques. Advertisements play an essential role in creating an image of a product in the minds of consumers. The impact of Advertisement on consumer behaviour; a case study of Nokia This dissertation is submitted for partial requirement for degree of MBA in University of Wales It is important for sales person to be fully aware of the customer’s requirement so that he or she could clearly communicate the benefits of the product to the customers. In recent time service (holiday, travel, etc. Among other factors, the basic needs like shelter and hunger along with craving for psychological fulfilment tends consumer to buy a certain product or services. Use expensive props, unique concepts and well known faces for all premium and exclusive brands. When consumers spend more on buying different products and services, their standard of living is improved. Because it is easier to sought peoples’ opinion using Questionnaire. The advertisement must show what the product is all about. Among the four independent variables however, we can see that Familiarity and Entertainment have the most significant impact. Istanbul Aydin University . VAT Registration No: 842417633. Why It’s Important To Understand The Customer’s Buying Behaviour. Prime time commercials are the ones which are viewed by maximum people. and intrinsic factors such as product style, durability, reliability, adaptability, replacement cost, colour, size etc. Thus, creating customer and the retaining those customers are important. We've received widespread press coverage since 2003, Your UKEssays purchase is secure and we're rated 4.4/5 on reviews.co.uk. Moreover, other questions like how, where and when they purchase it are also answered. Advertising also plays an important role in developing sales and market share. Thus, analysing consumer’s behaviour and knowledge for effective marketing of products by sales people are important. The following are some of the points discussed that explains the value to marketers of understanding and applying consumer behaviour concepts and theories. Some variables cannot be directly observed (Super Professeur, 2011). Understanding the theories and concepts of consumer behaviour helps to market the product or services successfully. 2. For example, if the consumers are aware of the health effects of eating high fat food or fast food, marketing of such a product to health conscious consumer will end up in failure. ), decisions are forming large part of consumer behaviour. Stratified Sampling Method are used to get the sample size for … CPG companies can adapt to these changes by taking action to respond, reset and renew to be positioned even stronger for the future. The marketers can propose different strategies that convince the targeted consumers to buy marketed products or services. Advertisements play an essential role in creating an image of a product in the minds of consumers. The advertisement in some way must touch the hearts of the end-users for them to buy the product. Consumer behavior - Marketing aptitude questions Q1. Marketing is so much more than creating a catchy phrase or a jingle people will sing for days. Advertising, public relation, sales promotion and personal selling are all essential parts of the promotional mix of a marketing plan. Lets us know the King first. For example, if marketer is marketing a product which is Halal. 13th Nov 2020 Stand up a cross-functional command center with KPI tracking ; Create an Elastic Digital Workplace task force; … A marketing manager must understand the social and psychological determinants of consumer behaviour to enable him to plan his marketing strategy. The sales people must be fully aware of the consumer’s behaviour in different situations so that they could help them in meeting their demands and satisfaction (Solomon, 2009). 12. What prompts your customer to go shopping in the first place, and what makes them shop at your location? *You can also browse our support articles here >, theories and concepts of consumer behaviour, To understand Buying Behaviour of consumers, To create and retain customers though online stores, To Understand the factors influencing Consumer’s buying Behaviour, To understand the consumer’s decision to dispose a product or services, To increase the knowledge of sales person influence consumer to buy product, To help marketers to sale of product and create focused marketing strategies. 5 Pages Posted: 12 Dec 2018. Brand Awareness . This helps marketers to investigate and understand the way in which consumers behave so that they can position their products to specific group of people or targeted individuals. The concept ‘consumer behaviour’ has been gaining importance since 1960. The situational factors such as urgency, functional use, fashion change etc. A situation in which consumer purchases are unplanned is known as_____ (1) Primary buying motives (2) Secondary buying motives (3) Impulse buying (4) Buying behavior process (5) None of these View Answer / Hide Answer Therefore, the product should be marketed by markers in such a way that convince customer to buy the product. Advertisements must be catchy and communicate relevant information to consumers. The Relationship Between Marketing And Consumer Behaviour And A Marketing Strategy Essay 1390 Words | 6 Pages. If the marketers failed to understand the factors that might influence consumers, they will fail to convince the consumer to purchase that product or will fail to meet the demands of consumers. It refers to the actions of the consumers in the marketplace and the underlying motives for […] Factors Influencing Consumer Behaviour 5. Knowing these things can help you make better choices than going in blind. Understanding consumer behavior is important for all companies, especially before the launch of a product or service. Bridge the gap between a salesperson and a consumer. Advertisement and consumer behavior have a strong relation. The consumption and the reasons behind disposition of that particular product or services help marketers to be fully aware of the product that is marketed. In comparison to online advertisements, the general consensus amongst scholars about traditional methods of advertisements appears to be that there is some positive impact on consumer purchase behavior ranging from product learning, to a decrease in price sensitivity and an increase in actual purchases (Kumar and Raju, 2013). The major objective of the study here is to study the influence of advertising on the consumer buying behaviour as well as on the attitude formation of consumers towards any brand. Understanding their behaviour and buying pattern is important in ultimate survival of companies in the market place. It is important for marketers to study consumer behaviour. Understanding these factors is of utmost importance because the marketing of products is largely dependent on these factors. Understanding these factors helps marketers to market the product on right time to the right consumers. Understanding the way advertising affects consumer behavior will help you to create stronger, more memorable ads. First and foremost, the insights you gain from studying and understanding consumer behavior will help you make informed choices about how to plan out your marketing strategy so that you reach your audience most efficiently. HISTORY In early days of the Internet, online advertising was mostly prohibited. The marketers need to pay attention to cultural influences such as religion, values and norms of the people or societies targeted and lifestyle of the targeted consumers. Make sure the message is relevant and crisp. The main purpose behind marketing a product is to satisfy demands and wants of the Consumers. Impact of promotions on consumer behavior Such advertisements have a mass impact as consumers change the way they purchase products, the politicians they root for in polls, their medicinal options, the toys they gift their children, etc. Studying consumer behavior is important because this way marketers can understand what influences consumers’ buying decisions. Marketing This includes scheduling, designing, pricing and positioning. Consumer behavior is the series of behaviors or patterns that consumers follow before making a purchase. Professor Theodore Levitt says that consumer behaviour is of most importance to marketers in business studies as the main aim is to create and retain customers (Kumar, 2004). Looking for a flexible role? By understanding how consumers decide on a product they can fill in the gap in the market and identify the products that are needed and the products that are obsolete. Date Written: October 10, 2018. The subject of consumer behaviour is viewed as an edifice of the marketing concept, an important orientation in marketing management. Today’s scenario is full of, up-to-the-minute need of contemporary future, which is becoming technically an inevitable part of our life. Consumer behavior is usually very complex because each one has a different attitude towards purchase, consumption and disposal of a product. These can be done through understanding and paying close attention towards the consumer’s behaviour while making purchase decision or buying a product in market place. It is really essential to show what the consumers like. Let’s check out a few points about why consumer behaviour is really important. In such case, thorough understanding of concepts and theories of consumer behaviour helps marketers to predict the consumer’s buying behaviour to a reasonable extent. Disclaimer: This work has been submitted by a university student. Consumer behaviour is a comparatively new field of study. Thus, consumer behaviour serves as a successful tool for marketers in meeting their sales objectives. Consumer behaviour has achieved great importance in customer-oriented marketing planning and management. Identify your target audience. The change in consumer’s behaviour affecting by these factors should be carefully monitored. Advertising impact on brands change frequently in peoples memory. The study of consumer behaviour formally investigates individual qualities such as demographics, personality lifestyles, and behavioural variables (such as usage rates, usage occasion, loyalty, brand advocacy, and willingness to provide referrals), in an attempt to … This is because any miscommunication could harm brand reputation. The study of consumer behaviours helps business manager, sales person and marketers in the following way. Buying Motives of Consumers 7. This paper examines the relationship between environmental response and emotional response which are independent variables with dependent variable i.e. It also depicts how companies can effectively make use of social media platforms as marketing strategy tools in business performances. Consumer behaviour has an important role in improving the standards of living of people. Below are some of the importance of consumer behaviour is given below: Manufacturing policies: The study of consumer behaviour affects the manufacturing policies of the organisation. It is the key to succeed. All work is written to order. Consumer behaviour is very complex because each consumer has different mind and attitude towards purchase, consumption and disposal of product (Solomon, 2009). This means that advertisement does in fact affect the buying behaviour of consumers. Importance of Consumer Behaviour to business managers The main purpose behind marketing a product is to satisfy demands and wants of the Consumers. Cultural norms and values, which are established within societies, impact consumer behaviour are one of the most widely environmental factors (Batra & Kazmi, 2008; 248). Determine the relationship between internet advertising and consumers buying behavior. There are many factors that can influence the purchase decision of consumers such as social influence, cultural influences, psychological factors and personal factors (Super Professeur, 2011). It is important for marketers to consider the factors that affect the buying behaviour of consumer before entering the market. They will never buy your product. To decide the price at which the consumers would be ready to buy that product or service. , sales person should also have command over their spoken language the produced!, our professional essay writing service and market share you have about our services action! Importance in customer-oriented marketing planning and management as urgency, functional use, fashion change etc product affordable... Different strategies that convince the targeted consumers to some extent used survey research design in the minds of (! Or desire for a product: Increased number of features offered by the is! 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