Consumer behaviour Essay Example | Topics and Well Written Essays - 3000 words - 3

Consumer behaviour - Essay Example Culture, as far as semiotics is concerned, stands for the way through which people communicate, consciously as well as unconsciously, through various cultural aspects, including visual images and language. Understanding the implicit meaning of such elements, allows marketers to create informed decisions and communicate the messages more efficiently to potential consumers (Lawes, 2002). Theory of Consumer behavior: Theories of consumer behavior constitute a wide area in the field of Microeconomic. Microeconomics discusses behavior of individual agent of an economy, like an individual, a family, a firm etc. Consumers Behavior which is considered to be a major part of Microeconomics discusses how a rational consumer behaves under different circumstances. While discussing a consumer’s behavioral pattern at some particular time under a particular situation theories of consumer behavior take into account elements from a wide range of areas including psychology of a rational consumer , sociological perspectives, anthropology and finally economics. Theories of consumer behavior actually aim at providing rigorous understanding of the decision making process of a ration buyer in a market economy. It also tries to find out impacts on a consumer’s choice of certain things of several actors like family environment, preference pattern of friends, and behavioral pattern of the socio-cultural group he/she belongs to. In the studies on consumer behavior, examination of a consumer’s behavior is mainly based on his/her buying behavior where a consumer is assumed to play the roles of the user of a commodity, the payer of price of the commodity as well as the buyer of the commodity. (Solomon et al. 2006) Consumer behaviour is partly unpredictable, though in some cases the type of marketing strategies might affect the purchasing behaviour of the consumer. There are different sections of consumer in a society formed according to the basis of monthly household inco me for example lower income class, higher income class etc. (Earl and Kemp, 2002; Solomon et al. 2006) The purchasing behaviour of a consumer partly depends on Consumer Psychology. A purchase decision confronts the consumer with a host of potential changes. Most important is the problem structuring that occurs prior to taking any decision: becoming aware of the need or availability of a new product or service, collecting information of alternatives, and thinking about the future circumstances relevant to the purchase decision & also considering the possible outcomes contingent to the decision. Now these types of action vary within the different sections of consumers. In this context the marketing of the product has a quite influence on the consumer purchasing behaviour. (Earl and Kemp, 2002; Zaichkowsky, 2006) At this point of time one question is evident to be raised- is it product marketing that makes people buy products? In the 21st century effects of marketing on consumersâ€⠄¢ purchasing behaviour can not be ignored. In fact it has become a prime factor that determines how a consumer would behave towards a product. In the present world, marketing has become an important phenomenon. Marketing refers to the persuade people in purchasing of the product that is supposed to fulfill a