Factors influencing consumer behaviour
|Factors influencing consumer behaviour|
|Methods and techniques|
Consumer behavior are a process involving: acquisition of goods, its use, and disposal of it. These include not only physical actions, but also all the operations taking place in the psyche at the time of purchase. Consumer behavior is a structured series of reactions to various stimuli.
Types of consumer behavior
There are two main types of consumer behavior on the market:
- intentional, fully conscious, well thought out and towards a specific purpose, this behavior reflects attitudes of consumers and their desires,
- unintentional, usually not conscious, performed automatically on the under the influence of the reflex. They do not reflect the real needs of the consumer.
Both types of consumer behavior can be further classified into:
- voluntary, activities that arise from an inner desire which are not limited by anything,
- involuntary, pressured, or arising out of compulsion. Due to restriction resulting from the difficult situation of individuals, such action may be the result of the influence of other people.
Both voluntary and involuntary behavior can be further separated into:
- rational - that allows the consumer to the greatest possible satisfaction with purchase. Rational purchase takes place when the consumer for the given sum of money buys so many goods to be most satisfied with the purchase.
- irrational, illogical or inconsistent with the expectation of the consumer, and he knows that at the time of purchase.
Factors influencing consumer behavior
Consumer behavior during purchase can be classified by four factors. " There are the following determinants of consumer behavior:
- cultural factors, which include: culture, social group,
- Social factors which are: social group, family members, status and role. Particular attention should be paid to the family, which in a situation of higher expenditures will constitute a decision group,
- personal factors which include the characteristics of the individual consumer, such as age and the associated phase of the life cycle, occupation, financial situation, lifestyle, hobbies and personality,
- psychological factors, which include such elements as: motivation, perception, education and beliefs.
Models of consumer behavior
Consumer behavior models are a kind of schemes of mechanisms and phenomena that are the basis for creating theories about them. Most frequently mentioned models of consumer behavior are:
- EBK model
- Bettman model
- Fishbein model
- AIDA model
- Hierarchy of effects model
- DAGMAR model
- Howard Sheth model of consumer behaviour
- F.M. Nicosia, Consumer Decision Processess; Marketing and Advertising Implications, Prentice Hall, Englewood Cliffs, N.J. 1966, s. 156.
- Bettman, J. R., & Jones, J. M. (1972). Formal models of consumer behavior: a conceptual overview. The Journal of Business, 45(4), 544-562.
- Bettman, J. R., Luce, M. F., & Payne, J. W. (1998). Constructive consumer choice processes. Journal of consumer research, 25(3), 187-217.
- Simonson, I., Carmon, Z., Dhar, R., Drolet, A., & Nowlis, S. M. (2001). Consumer research: In search of identity. Annual review of psychology, 52(1), 249-275.