Consumer behaviour is the study of how consumers make decisions about what they need, want, and desire. Motivation is the driving force within individuals that impels them to action. The consumer behaviour or buyer behaviour is influenced by seve ral factors or forces. It begins with introducing the subject, market research, market segmentation, and positioning. Consumer behaviour is a central topic in marketing and consumer behaviour is totally depends on consumers personality and life style.
Lifestyle is a distinctive mode of behaviour centred around activities, interests, opinions, attitudes and. Lifestyle marketing is a marketing technique where a product is. The evaluation of marketing concept from mere selling concept to consumeroriented marketing has resulted in buyer behaviour becoming an independent discipline. May 07, 2015 how does lifestyle affect consumer behaviour. William lazer introduced the concept of lifestyle patterns and its relationship to marketing, in 1963. The purpose of this study is to gain a better understanding of the healthy lifestyle consumer by examining demographic, personal value and psychographic antecedents. Brand image is the key driver of brand equity, which refers to consumers general perception and feeling about a brand and has an influence on consumer behavior. Lifestyle analysis is also used to build the lifestyle profiles of specific segments like working women, burns and foxman 1988, women shopping behaviour robertz and wortze,1979. Person always try to blame on any of two traits for his behaviour. Analysis of the healthy lifestyle consumer emerald insight. Lifestyle of a person is typically influenced by hisher needs, wants and motivations and also by external factors such as culture, family, reference group and socia.
Johanna fyrbjork 2003, attitides and consumer behaviour, bachelor thesis 4. Different types of consumers have to be addressed in different ways. This exciting field visits a dynamic blend of themes of consumer marketing strategies, psychology and behavioural discipline. Lifestyle and selfconcept consumer behaviour notes. Consumer behaviour cb intended for students of mba specializing in marketing, undertakes detailed discussions to explain and analyse behaviour of indian consumers, and strategies used by marketers. Marketers also measure lifestyles, which are patterns of behavior or activities, interests. Lifestyle is a distinctive mode of behaviour centred around activities. It is an ongoing process because demographics shift and change. Lifestyle of a person involves his consumption pattern, his behavior in the market place, practices, habits, conventional ways of doing things, allocation of income and reasoned actions. Consumer behavior is affected by several factors, chief among them being age, sex, income and education.
Digital marketing impact on the consumer decision making. Consumer behaviour is the study of individuals, groups and organizations decisions with regard to the selection, purchase, use, and disposal of goods, services, ideas, or experiences to satisfy their needs and wants. We can understand it better by understanding the whole concept of personality and life style. It basically depends on the psychology of the consumer. Pdf consumer behaviour and lifestyle marketing sayantan. Lifestyle is a distinctive mode of behaviour centred around activities, interests, opinions, attitudes and demographic characteristics distinguishing one segment of a population from another. The economic model, the learning model, the psychoanalytic model and the sociological model the influence of the various social sciences such. Consumer attitudes and buying behavior for home furniture. Various factors, be it cultural, social, personal or psychological influence the. The products are the buildings blocks of lifestyle, marketers should therefore, have a complete idea of these changing lifestyles so as to segment them and position. The way in which consumers use product and services in a certain area to. Motivation is the activation or energization of goaloriented behavior. This helps reduce cognitive dissonance when a marketer can answer any concerns of a new consumer. Because lifestyle refers to the way in which people live and spend money, consumers psychographic profiles are derived by measuring different aspects of consumer behaviour such as.
Firms and organizations rely on consumer behaviour knowledge to forecast consumer needs and desires. Consumer behaviour is a study of how individuals make decision to spend their available resources time, money and. It involves segmenting the market on the basis of lifestyle dimensions, positioning the product in a way that appeals to the activities, interests and opinions of the. This definition is widely recognized and the most frequently cited rousseau, sitkin. Role of family in consumer behaviour no two individuals have same buying preferences. Journal of marketing and consumer behaviour in emerging. The sellers market has disappeared and buyers market has come up. Characteristics of lifestyle it is a group phenomenon i.
Lifestyle a tool for understanding buyer behavior request pdf. Tend to be abstract so their impact on consumer behaviour is quite indirect. Its impact on consumer behavior 5 monitor or control that other party p. Oct 14, 2014 marketer implications a prudent marketer should take initiatives that can assist the consumer in his decision making process and thereby gain from the consumers behaviour. Consumer attitudes and buying behavior for home furniture introduction many changes have occurred in u. The buying tendencies of individuals vary as per their age, need, income, lifestyle, geographical location.
How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer. Consumer behavior in marketing patterns, types, segmentation. Consumer behaviour is the study of individuals, groups and organizations decisions with regard to the selection, purchase, use, and disposal of goods, services, ideas, or experiences to satisfy their needs. There are several stages a consumer goes through before he finally picks up things available in the market. They deal with everyday behaviorally oriented facets of people as well as their feelings, attitudes, interests and opinion. Consumer behaviour is a central topic in marketing and consumer behaviour is totally depends on consumer s personality and life style. Consumer behaviour is comparatively a new field of study which evolved just after the second world war. The buying behavior of consumers is highly dependent on their lifestyle. Marketer implications a prudent marketer should take initiatives that can assist the consumer in his decision making process and thereby gain from the consumers behaviour. Pdf consumer behavior and marketing action semantic scholar. This led to paradigm shift of the manufacturers attention from product to consumer and specially focused on the consumer behaviour. Effect of demographic factors on consumer behavior. Consumer buying behaviour refers to the buying behaviour of the ultimate consumer.
Once the human behavioural models have been addressed, the chapter will focus on models of consumer behaviour. Building marketing strategy, mcgrawhill education india pvt limited 3. Lifestyle segmentation is a business practice that divides and categorizes information about customers into subgroups. The growth of consumerism and consumer legislation emphasizes the importance that is given to the consumer. Consumer behaviour and lifestyle marketing business. Consumer behaviour societal and global perspectives. Consumer behavior involves the study of how peopleeither. They had automatic, semiautomatic and manual machines. Lifestyle, purchase decision, brand choice behavior the lifestyle of individuals has always been of great interest to marketers. Cultural factors and buying behaviour solomon 2011 sees consumer behaviour as the study of processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs or desires. Jan 25, 2019 consumer behavior is affected by several factors, chief among them being age, sex, income and education. Lifestyle refers to the way consumers live and spend their time and money. Many factors, specificities and characteristics influence the individual in what he is and the consumer in his decision.
Role of family in consumer behaviour management study guide. 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. Smith describes lifestyle as a distinctive mode of behaviour centred around activities, interests, opinions, attitudes and demographic characteristics distinguishing. A consumers lifestyle is seen as the sum of his interactions with his environment. The way in which consumers use product and services in a certain area to attain their values is called consumer lifestyle.
Pdf consumer behaviour and lifestyle marketing ridwan. While our preferences change with age and level of education, sex and income also affect our product choices and decision making patterns. She is a key member of a team exploring how technology can be used to enhance the student learning experience. Because lifestyle refers to the way in which people live and spend money, consumers psychographic profiles are derived. Cultural factors and buying behaviour solomon 2011 sees consumer behaviour as the study of processes involved when individuals or groups select, purchase, use or dispose of products, services. Just because there may be two women with similar age and income, does not mean theyre likely to purchase the same products hickey, m nader, t williams, t 2012. The journal of marketing and consumer behaviour in emerging markets jmcbem is an academic journal. Pdf consumer behavior and marketing action semantic.
Chandrasekar, professor and chairman pg in management school of business management and le gal studies, university of kerala. Technological changes, the rise of social media, evolving demographics, and the increasing purchasing power of women are just a few. Consumer behaviour refers to the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the. Consumer behaviour cb intended for students of mba specializing in marketing, undertakes detailed discussions to explain and analyse behaviour of indian consumers, and strategies used by marketers to deal with them. Whilst there exists many aspects of consumer behaviour that are relevant to the study of online retailing, such as psychological, personal or lifestyle characteristics, trying, to embrace all of these is beyond the scope of this paper. Consumer behavior in marketing patterns, types, segmentation by valentin radu 10 min read november 26, 2019 consumers are really complex in needs and expectations, but if you segment. An analysis of the social media influence on the online. Consumer behaviour consumer behavior is the study of when, why, how and where people do or do not buy a product. Many factors, specificities and characteristics influence the individual in what he is and the consumer in his decision making process, shopping habits, purchasing behavior, the brands he buys or the retailers he goes. Chandrasekar, professor and chairman pg in management school of business management and le gal studies, university of kerala kariyavattom,thiruvananthapuram. Whilst there exists many aspects of consumer behaviour that are relevant to the study of online retailing, such as. Consumer values and lifestyles value ethics consumer. Consumer behavior involves the study of how peopleeither individually or in groupsacquire, use, experience, discard, and make decisions about goods, serivces, or even lifestyle practices such as socially responsible.
Return to contents list types of consumer buying behavior types of consumer buying behavior are determined by. Consumer behaviour refers to the study of buying tendencies of consumers. Values are believed to provide the motivation for buying. The marketer should become connected with what excites the consumers most and try to find out ways to direct their behaviour 12. Nov 26, 2019 consumer behavior in marketing patterns, types, segmentation by valentin radu 10 min read november 26, 2019 consumers are really complex in needs and expectations, but if you segment them accordingly and understand their behavior, you will know how to treat your customers and increase the number of loyal ones. Consumer behaviour refers to the study of individuals, groups, or. Lifestyle a tool for understanding buyer behavior international. Effect of lifestyle on consumer decision making semantic scholar. Buyer behaviour is an important tool in the hands of marketers to forecast the future buying pattern of customers and devise appropriate marketing strategies to create longterm customer relationships. However, during the crisis, peoples disposable incomes had declined. The study of consumer behaviour emphasizes the why and how questions involved in decision making and buying behaviour. An individual who goes for shopping does not necessarily end up buying products.
Lifestyle is an important aspect when looking at consumer choices. What are the factors influencing consumer behavior. The buying tendencies of individuals vary as per their age, need, income, lifestyle, geographical location, willingness to spend, family status and so on. Consumer behaviour in hotel industry marketing essay. While our preferences change with age and level of education, sex and income. Just because there may be two women with similar age and income, does not mean theyre likely to purchase the same.