Theory of consumer buying behaviour pdf

Consumer buying behavior an overview of theory and models this paper discusses about the consumer buying behavior and their decision making process, during consumption. The buying decision process and types of buying decision. Motivation is the driving force within individuals that impels them to action. The role of ecommerce on consumer behaviour introduction in view of increasing levels of ecommerce activity by retailers, it still remains uncertain how. The theory part starts with the definition of the consumer behavior concept and is followed by the characteristics of consumer behavior. The role of theory in science marketers now a days use contemporary consumer behavior theories in explaining consumer behavior and undertaking marketing activities based on those theories. It is really important for marketers to understand what prompts a consumer to purchase a particular product and what stops then from buying it. Buying behaviour differs greatly depending on the purchased item, therefore, the types of decision behaviour need to be known and studied. This paper examines the consumer behaviour theory and its relevance in the marketing practices of fast food firms. Consumer buying behaviour refers to the buying behaviour of the ultimate consumer.

Since the first model introduced in the 1960s, the frameworks for consumer decisionmaking cdm have evolved through various forms. An overview of online consumer behaviour theory and model. Consumer buyer behaviour is considered to be an inseparable part of marketing and kotler and keller 2011 state that consumer buying behaviour is the study of the ways of buying and disposing of goods, services, ideas or experiences by the individuals, groups and organizations in order to satisfy their needs and wants. Chapter 3 will provide clarity on the consumer decisionmaking process. Cardinal and ordinal utility 11 cardinal utility means that an individual can measure his utility and can attach specific values of utility from consuming each quantity of a good or basket of goods. The justifications and explanation was based on available consumer decision making theories, buying behaviour model. The first approach is the marginal utility or cardinalist approach. In each of these contexts, individuals, who are referred to as end users or ultimate consumers, buy the products for fine use.

The theory soon became pretty prominent in the marketing field and is still followed. Four theories stand out as influential for marketers. How old a consumer is generally indicates what products he or she may be interested in purchasing. This theoretical research attempts to turn back the pages in literature, to understand the concepts and existing theories in the consumer buying behavior. The term is generally used for humans but, theoretically, it can also be used to describe the causes for animal behavior as well.

An application of social identity theory to car purchase behaviour introduction everyday life in the western world has become dominated by the individuals relationship with consumer goods miles, 1998. Buyers reactions to a firms marketing strategy has a great impact on the firms success. Theories of consumer behavior are a natural extension of human behavior theories. Keywords consumer behaviour, consumer behaviour models, cognitive approach to models of. She is a key member of a team exploring how technology can be. Consumer behaviour is very important to understand what influences the buying decisions of the consumers and why does it so. While no single theory is unifying, each one provides a unique piece of the puzzle in understanding the psychological processes of people and their patterns of consumption. Behavioral decision theory a consumer behavior theory.

These consumers can be identified by the type of markets to which they belong. Updating heiders balance theory in consumer behavior. Factors affecting consumers buying decision in the selection. Consumer buying behavior refers to the buying behavior of the ultimate consumer.

Economic model in consumer behaviour tutorial 17 may. Economic model in consumer behaviour courses with reference manuals and examples pdf. The study of consumer behaviour emphasizes the why and how questions involved in decision making and buying behaviour. Pdf personality trait theory and consumer behaviour. If youre looking for a free download links of consumer behavior pdf, epub, docx and torrent then this site is not for you. This paper discusses about the consumer buying behavior and their decision making process, during consumption. It also introduced the selfimage congruency hypothesis and highlighted the significance and purpose of the current study. Consumer buying behavioran overview of theory and models. Consumer buying behavior is an attitude of a patron to acquire anything product, service, idea at a spot.

The second category of consumer the organizational consumer includes profit and notforprofit. Behavioral decision theory bdt was first introduced by an american psychologist, mr. Alternatively we can say, the consumer is indifferent between a and b. Indifference curves 510 slope of indifference curves. From the very early times, efforts were made to explain the motivational processes that influence buying behavior. Marginal rate of consumer substitution mrcs absolute slope of the indifference curve may be different at every point along the curve. The economic model, the learning model, the psychoanalytic model and the sociological model the influence of the various social sciences such as economics, psychology, sociology and anthropology has promoted marketing experts to propound certain models for explaining buyers behaviour. A number of researchers have identified and analyzed factors affecting the consumers buying behaviour which affect consumer behavior individually or collectively. A model is an attempt to diagram the elements and relationship among the. Consumer behaviour emerged in the 1940s and 50s as a distinct subdiscipline in the marketing area. The final dimension, temporal, refers to the time between a consumers first thinking about buying the product and the actual purchase itself. Consumer behavior theories predict how consumers make purchasing decisions and show marketers how best to capitalize on predictable behaviors. Pdf consumer behaviour theory process ria agustriana.

For any two bundles of goods a and b which are identical the consumer will consider a to be at least as good as b a is weakly preferred to b. This same strength also represents a weakness as new products. The aim is to bring out the interrelationship between the consumer behaviour theory as explained by alfred marshall and the marketing aspects of fast food chains. The age of a consumer can have a significant impact on his behaviour. The theory of consumer behaviour in fast food marketing. By understanding how consumers decide on a product it is possible for marketers to fill in the gap and identify which product is needed. Consumer behaviour articles management study guide.

Jun 04, 2018 other marketers have tried to apply the psychoanalytic theory to consumer behavior. According to traditional theory of consumer attitude, when consumers purchase their favorite products their behavior is shaped by. Consumer buying behavioran overview of theory and models this paper discusses about the consumer buying behavior and their decision making process, during consumption. There is abundant attention paid on the 4 ps of marketing product, price, place and promotion. It was pretty simple theory and was mostly dependent on consumer research and buying behavior. The personal consumer buys goods and services for his or her own use, for the use of the household or as a gift for a friend. It assumes that even after making an informed purchase decision, consumers face anxiety, wondering whether they made the right choice as they compare other alternatives. Chapter one provided a general overview of selfconcept, consumer behavior, and how the two interact.

According to this theory the individual decision and behaviour are quite often influenced by the family and the. This helps reduce cognitive dissonance when a marketer can answer any concerns of a new consumer. Pioneer models of consumer behavior had one simple primary objective that was a systematic and indepth understanding of buying processes howard, 1994. 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. Approaches and models while behavioural research still contributes to our understanding of human behaviour, it is now widely recognised as being only part of any possible full explanation. The object to study the consumer behaviour and decision making is to examine the role of determinates that influence the final decision of consumer. Consumer behavior in marketing patterns, types, segmentation. Doc consumer behaviour theories and models ravimohan.

The cognitive theory deals with postbuying behaviour and states that stimulation and want are influenced by the consumers awareness, beliefs, perception and attitude. Dissonance can occur when the consumer worries that they will regret their choice. Pdf a study of theories on consumer behavior researchgate. The thesis was divided into a theory part and empirical part. This chapter will focus on the area of consumer behaviour by first considering a.

Howard and sheth introduced theory of buyer behavior which. Return to contents list types of consumer buying behavior types of consumer buying behavior are determined by. Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumer s emotional, mental and behavioural responses that precede or follow these activities. Models of consumer behavior as the buying process is very important in marketing, it would be ideal to have a complete idea on buyer behavior model. The consumer behaviour theory makes the assumption that consumers are rational and they have perfect information about the market. Ordinal utility ranks utility received from consuming different amounts of goods or baskets of goods. Theory of buyer behaviour howard andsheth 1969 and the consumer decision. Consumer behavior theories emerged as marketers started applying work to customers wants, needs and identities sigmund freuds 20 th century psychoanalytic theory of personality was a major development in the field of psychology. Planned behaviour theory of online consumer behaviour kautonen et al.

Consumer behavior research undertaken by present day marketers are based on scientific methods. Posits that the buying decision is influenced by extrapersonal persuasion and the intrapersonal influence of a buyers. Consumer researchers describe heiders 1958 balance theory without showing how the theory relates to recent theoretical developments in consumer behavior. What are the factors influencing consumer behavior. A consumer is a community member, a social and a cultural being who tends to satisfy his or her needsdesires by and through purchasing and using a particular productservice. The justifications and explanation was based on available consumer decision making theories, buying behaviour model and deep study of selected determinant learning. Pdf consumer buying behavioran overview of theory and. The consumer is highly involved in the purchase process but has difficulties determining the differences between brands. The theory soon became pretty prominent in the marketing field and is still followed by many numerous organizations around the world. 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.

She is a key member of a team exploring how technology can be used to enhance the student learning experience. This article looks and consumer behaviour in general and also examines the various theories and models that are available to understand consumer behaviour. Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumers emotional, mental and behavioural responses that precede or follow these activities. With seemingly unlimited choice, and relative wealth. Chapter two provides further research regarding the role of selfconcept in consumer behavior and some of the. Let us understand the effect of psychological factors on consumer behaviour. Theories of consumer behavior and methodology applied in. A major application is using freuds inputs to create brand image. The behavior that consumers display in searching for, purchasing, using, evaluating, and. The science of marketing developed from other disciplines such as psychology, sociology, social psychology, anthropology and economics. Impact of effective advertising on consumer buying.

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. This article updates heiders balance theory in consumer behavior by developing. Jul 04, 20 consumer buyer behaviour is considered to be an inseparable part of marketing and kotler and keller 2011 state that consumer buying behaviour is the study of the ways of buying and disposing of goods, services, ideas or experiences by the individuals, groups and organizations in order to satisfy their needs and wants. Mar 12, 2018 behavioral decision theory bdt was first introduced by an american psychologist, mr. The buying behavior of consumer passes through five stages beginning from recognition of problem, followed by searching information, evaluating the alternatives, purchase of goods and ending with. Additionally, it classifies the factors in different categories. The essential component of human behavior, the consumers behavior restrictively, reflects peoples conduct when it comes to buying and or.