Study of Consumer Behaviour and Types of consumer behaviour
Keywords:
consumption, understandingAbstract
The term "consumer buying behaviour" is the study of customer actions as they relate to selecting and purchasing a product. According to Engel, Blackwell, and Mansard, "consumer behaviour" refers to "individuals' behaviours and decision processes" while making purchases of things and services for their own use. Researchers that study consumer behaviour attempt to deduce what compels consumers to buy and use various products. Companies need to understand client shopping behaviours in order to provide products and services that fulfil customers' expectations. Find out what drives your ideal customer to buy. Businesses need to know whether consumers will purchase their goods before releasing it to the public. Finding out what consumers like and don't like might help businesses improve their marketing strategy.
References
Lutz, R. 1989. Positivism, naturalism, and pluralism in consumer research: paradigms in paradise, Srull, T. ed. Advances in Consumer Research, 16, Provo, UT: Association for Consumer Research.
See for example, Holbrook, M. B. and O’Shaughnessy, J. 1988. On the scientific status of consumer research and the need for an interpretive approach to studying consumption behavior, Journal of Consumer Research, 15 (December) 398–402.
Holbrook, M. and Hirschman, E. 1982. The experiential aspects of consumption: Consumer fantasies, feelings, and fun, Journal of Consumer Research, 9(2) 132–40.
Wilkie, W. L. 1994. Consumer Behavior, New York: John Wiley & Sons Inc.
Getting Inside Their Heads, American Demographics, August 1989.
Smith, A. 1982. On the Wealth of Nations, Hammonds worth: Penguin.
Drucker, P. F. 1974. Management, London: Heinemann, 56.
Drucker. op. cit., 57.
