Consumer Behaviour- Definition, Nature and How It Affects Decision-Making

Johnathan Midenhall rightly said, “Amazing things happen if you will listen to your consumers”.

Consumer behaviour is the term most of the marketers use to justify the buying pattern of consumers. In a more concise term, consumer behaviour defines how an individual, group or organisation, study, analyse, buy and dispose of the goods and services to fulfil their needs and requirements. It refers to the actions consumers take in the marketplace and what is potential behind those decisions.

Marketers spend time to uncover the actual potential behind those actions to determine How to represent their product in front of their consumers. Students who are writing an assignment with homework help can take consumer behaviour studies as a movie where consumers are actors playing different roles in the marketplace. They can be users, payers and disposers at the very same time. The roles they play actually depends upon the demand of the situation.

For example; a consumer who is a mother can become an influencer for her child and at the same time a disposer for her family.

Definition of Consumer Behaviour

Some of the most famous definition of consumer behaviour are;
  1. Engel, Mansard and Blackwell defined consumer behaviour as the action people take to purchase products and services for the consumption.
  2. Bitta and Louden defined consumer behaviour as a physical activity that individuals get engaged in to analyse, purchase, consume and dispose of products and services.
Nature of consumer behaviour There are various things marketers analyse about consumer behaviour such as;

Factors that Influence Their Decision-Making

At the marketplace, there are numbers of factors that play a huge role in influencing the decision-making of the consumers. These factors are divided into small categories known as; Product factors: The product factors involve design, promotion, price and packaging of the product. Personal factors: personal factors such as age, gender, income, and education also make an impact on decision making. Psychological factors: This incorporates some of the basic factors like buying purpose, perception and attitude toward the product. Social factors: The social factors refer to the social status, family and group who are referring to the product. Students can also hire Consumer Behaviour assignment writing help to further elaborate the above factors in their writing tasks. It is not static

You cannot define consumer behaviour as a stable process. Although it is not dynamic, it undergoes changes over a certain time period depending on the type of product you are dealing with. For example; in the beginning, children like colourful footwear but as they become a teenager or an adult they prefer to wear trendy one and as they turn old they are likely to go with the sober-looking footwear.  Apart from this, the change in the behaviour can be witnessed due to the increase in income, education and marketing factors.

It Varies from One Consumer to Another

Just because the study of consumer behaviour is don upon an individual, group or organisation doesn’t mean that all the consumers behave in the very same manner. The behaviour can vary from consumers to consumers making it almost unpredictable. The different consumer behaviour depends upon the different factors such as income, lifestyle, education and more.

Consumer behaviour, no doubt plays a huge role in marketing decision-making thus, it is the reason the subject is compulsory for marketing students. BookMyEssay offers essay writing help to students who are facing difficulties while understanding and writing an assignment on consumer behaviour. Feel free to visit the website to know more.

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