Consumer Behavior Theory in Context of Forecourt Retailers

This paper mainly focuses on the consumer behavior theory, and conduct deep study related to different concepts of this theory. In other words, this paper explores the origin of the focus of the consumer in marketing. Consumer behavior is considered as study related to the process which involves those situations when individuals or groups choose, buy, use, and dispose any product or service for the purpose of satisfying their needs and desires. Recent years witnessed major changes in the structure of forecourt, and 2005 is considered as that year in which revolution of shopper’s perception initiated in context of forecourt. This paper defines the consumer behavior in context of Forecourts and also highlights different aspects of this theory.

Running Head: International Business 1
International business

International business 2
Executive Summary:
This paper mainly focuses on the consumer behavior theory, and conduct deep study related to
different concepts of this theory. In other words, this paper explores the origin of the focus of the
consumer in marketing. Consumer behavior is considered as study related to the process which
involves those situations when individuals or groups choose, buy, use, and dispose any product
or service for the purpose of satisfying their needs and desires. Recent years witnessed major
changes in the structure of forecourt, and 2005 is considered as that year in which revolution of
shopper’s perception initiated in context of forecourt. This paper defines the consumer behavior
in context of Forecourts and also highlights different aspects of this theory.
Contents

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Executive Summary:....................................................................................................................................2
Introduction:...............................................................................................................................................4
About Forecourt Retailers:..........................................................................................................................5
Consumer behavior & its theories:..............................................................................................................6
Consumer attitude models and measurement:...........................................................................................7
Measurements of attitude:......................................................................................................................8
Models of the attitude:............................................................................................................................9
Consumer involvement in Decision making process:.................................................................................10
Reference groups:.....................................................................................................................................12
Family:...................................................................................................................................................13
Social class:............................................................................................................................................14
Understanding of the individual consumer:..............................................................................................15
Conclusion:................................................................................................................................................15
References:................................................................................................................................................15

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Introduction:
Concept of marketing initiates with the evaluation of needs of the consumers and behavior for
meeting these needs. The main issue in this context is to learn the facts considered by the
consumers while choosing any brand. Study of these facts is known as consumer behavior. It can
be said that consumer behavior is that subset of the human behavior which deals with the
decisions and acts of the consumers while purchasing any product or service.
As stated by walters & Bergeil (1989), consumer behavior consists of those decisions and related
activities of the individual which particularly involved the purchasing and using of the economic
goods and services. As stated by the Schiffman & Kanuk (1991), consumer behavior is
considered as the behavior of the consumers which reflect at the time of searching, buying,
using, assessing and positioning of the products and services which they expect will fulfill their
needs. The American Marketing Association defines the behavior of consumer, and as per this
association behavior includes the vibrant communication of thought, behavior and events of
environment through which human beings demeanor the argument aspects of their lives.
It must be noted that, single point of exiting the study of consumer behavior theory is the intra-
individual approach, as this approach focus on the decision-making of individual consumers.
This theory is considered as the activity which helps in resolving the issue and involves number
of steps. The main decision for this purpose is made by the consumer, whether to purchase the
product or not while engaged in specific buying situation. However, in some particular
categories of the product, choice of store is considered as more important by the consumer in
comparison of choice of a brand, and it also involve a difficult set of decision criteria.
Consumers visit different stores for the purpose of purchasing different types of products, but
motive of consumers for shopping is generally different from the purchasing a specific product

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(Robertson, 1970). Generally, there are two main motives of consumers for engaging in the
shopping that are personal and social motives.
This paper discuss the retail consumer behavior in context of Forecourt Retailer, and for this
purpose structure of consumer behavior report includes different sections such as concept related
to consumer behavior, attitude of consumer decision making process, family tribes and virtual
groups etc. lastly, paper is concluded with brief conclusion which summarize key facts of this
report.
About Forecourt Retailers:
Long ago, forecourts were only used for filling up the fuel, but now things had been changed.
Presently, they convert themselves in the most convenient shops and enter into direct
competition with the traditional convenience stores. Generally, maximum number of shoppers
visit the forecourt by car, and this provide the opportunity to Forecourt to increase the customer
base, and this opportunity is generally not available to convenience stores because these stores
are located in city centers or main roads with no parking available.
Recent years witnessed major changes in the structure of forecourt, and 2005 is considered as
that year in which revolution of shopper’s perception initiated in context of forecourt. Now,
shoppers treat the forecourts as a normal convenience store, and because of this reason it is
necessary for retailers and suppliers to understand the importance of forecourts. In other words,
now forecourts are not considered as petrol stations, but they are considered as a convenience
store which also sells petrol. Therefore, these stores opened up different opportunities for food
suppliers such as provide better offers to the forecourts for the purpose of attracting shoppers in

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the forecourt convenience stores. On the basis of above stated facts, it can be said that it is
necessary for forecourts retailers to understand the behavior of the consumers (HIM, 2017).
Consumer behavior & its theories:
Decision making process of consumers is considered as hot topic of debate which attracts the
interest of various researchers from long time. There are number of economists such as Nicholas
Bernoulli, John von Neumann and Oskar Morgenstern, who evaluated the basis of consumer
decision making theory (Richarme, 2007). This early research only focuses on the economic
outlook and only considers the piece of buying. The most important model in this context is
utility theory which stated that consumer take their decision on the basis of the projected results
of their decisions. Consumers are considered as balanced decision makers who only consider
their own interest while taking the decisions (Schiffman & kanuk, 2007). It must be noted that,
where utility theory stated that consumer is a rational thinking man, contemporary research
related to consumer behavior consider the large number of factors which influence the consumer,
and it also recognize the large number of ingesting activities. Generally, these activities consists
the requirement of recognition, search of information, evaluation of alternatives, building of
purchase intention, purchasing act, consumption, and lastly disposal. This also completes the
view of consumer behavior which has evolved through different visible stages over the past
century in context of new research methodologies and model approaches being adopted.
However, this evolution is continuous in nature, and approach of consumer behavior reacted
since 1950 only to the conception and growth of modern marketing for the purpose of ensuring
the more universal range of activities and this directly influence the decision taking by
consumers (Blackwell, 2001). This is shown in the contemporary definition of the consumer

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behavior that is, consumer behavior is considered as study related to the process which involves
those situations when individuals or groups choose, buy, use, and dispose any product or service
for the purpose of satisfying their needs and desires (Solomon, 2006)
Schiffman & Kanuk (2007) aso consider the similar approach for the purpose of defining the
consumer behavior: “behavior that displayed by the consumers while searching, buying, using,
evaluating, and disposing of products and services that they expect will satisfy their
requirements. It can be said that maximum contemporary definitions of the consumer behavior
are similar in scope.
Reasoned action theory: in the late 1960s, this theory was created by the Fishbein and Icek
Ajzen, and this theory mainly focuses on the pre-existing attitudes in the process of decision
making. This theory base on the approach that, consumers act on a behavior which relies on their
intention for creating and receiving particular results. In this analysis, consumers are considered
as balanced characters that choose to act in the best interest of their own.
This theory stated that, specificity is important in the process of decision making and consumer
only takes any particular action when there is equally particular result expected. It must be noted
that consumer has power to change his mind and decide on different course of action (OHIO,
n.d.).
Consumer attitude models and measurement:
Attitude is considered as expression of internal spirits which mainly show whether person is
favorably or unfavorably inclined to some object. It is considered as a result of a psychological
process, but still it is not observable in nature, but can be assumed from the sayings and actions
of the people (White, 2004). Attitude is considered as the most important concept in context of

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consumer behavior. Attitude of consumer is used as basis for developing the new products,
repositioning the existing products, creating advertising campaigns, predicting brand preferences
and also the general purchase behavior. For the purpose of conducting effective marketing
program, it is necessary to understand the consumers purchase behavior. Business can only
succeed by dealing with the hanging behavior towards a product, service or activity
(Shodhganga, n.d.).
As stated by the cognitively oriented social psychologists, attitude is a stable organization of
motivational, emotional, perceptual, and cognitive processes in context of individual’s world.
As stated by behavioral theorists, attitude is the concept which is multidimensional in nature. in
actual, overall attitude of the person towards any object is considered as function of the forte of
each of a number of beliefs hold by the person related to different aspects of the object, and the
evaluation gives by the person to each belief related to the object.
Measurements of attitude:
There are number of characteristics of attitude and some of these characteristics are stated below:
 Attitude have an object- object is known as abstract concept such as racism and also an
tangible item such as washing machine. This object can be physical thing also such as
product or it can be an action like selecting any retail outlet. Therefore, in this context, all
the concepts related to the market are treated as objects such as product, product
category, brand, service, possessions, product use, advertisement price, and retailer. For
the purpose of Forecourt retailers, all groceries, fuels, food stuff can be considered as
object.

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 Attitudes have direction, Degree and Intensity- direction is considered as approach in
which person is either favorable or not favorable towards any specific object. Degree
defines how much an individual likes the object. Lastly, intensity defines how strongly an
individual believes in his opinion. Through the three necessary elements, organization
can estimate the readiness of consumers for purchasing any product or service. For the
purpose of Forecourt, marketers must consider these three elements for their convenience
stores.
 Attitudes Have Structure- it must be noted that attitude do not stand in isolation, and they
are allied with each other for the purpose of creating a difficult framework. This means
that attitude have particular degree of consistency between them, and this happen because
attitude group into a structure. However, attitudes do not have permanent stability and
they do change with the time. Forecourts must understand the structure of the attitude and
make changes in their products and services as peer the attitude of the consumer.
 Attitudes are learned- attitude related to behavior of the purchase are formed from the
direct experience with the product information that is received from others, and
exposures to mass media. Attitudes include quality of motivation, which encourage the
consumer towards a specific behavior. Therefore, learning and new information has
power to change the existing attitude and form new.
Models of the attitude:
There are number of models which can be used by the organization for evaluating the attitude of
the consumers, and some of these are stated below:
Tri-component model:

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As per this model, attitude includes three major components, and these three components are a
cognitive component, an affective component, and a behavioral component, and all these three
components are stated below:
Initiator Component Component
manifestation
Attitude
Product situations,
retail outlets, sales
personnel,
advertisement, and
other objectives.
Affective Emotion or feeing
related to any
particular attribute or
complete object.
Overall orientation
towards any object.
Product situations,
retail outlets, sales
personnel,
advertisement, and
other objectives.
Cognitive Belief related to any
particular attribute or
complete object.
Overall orientation
towards any object.
Product situations,
retail outlets, sales
personnel,
advertisement, and
other objectives.
Behavioral Behavioral intentions
related to any
particular attribute or
complete object.
Overall orientation
towards any object.
Multi attribute attitude model:
It mainly portrays the attitude of the consumer in context of an attribute object such as product,
service, catalog, direct-marketing, etc., as a function of the perception framed by consumer and
also the assessment of the key attributes or beliefs held in terms of particular attitude object
(Shodhganga, n.d.).
Consumer involvement in Decision making process:
Consumer involvement is considered as that state of mind which motivates the consumer to
purchase the product, and it also consider the importance of the place of consumer on a product
or service. It must be noted that there are three levels of involvement of a consumer in the
decision making process, and different factors which influence the involvement of a consumer.

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Low involvement Medium involvement High involvement
In this decision taken by
consumers are considered as
habitual decision, and it
involves those products or
services which are purchased
by consumers on regular basis.
This can be understood
through example; low
involvement decisions include
groceries, laundry detergent,
and household items. As these
items are purchased by the
consumers on continuous
basis and in this customers
knows what they want to
purchase (Inspire one, n.d.).
These decisions are simple in
nature, as they are made in
stores and do not involve
much time. This can be
understood through example;
medium involvement decision
include new pair of shoes,
accessory, etc. in this
consumers are more involved
as compared to low
involvement decision but they
does not conduct any research
on these product or service.
High involvement decisions
include those products or
services which reflect the
finances, personality, status
and supporting lifestyle of the
consumer. This can be
understood through example;
purchase house, car, and any
other luxury item (Blomberg
& kyring, 2012).
It must be noted that there are two set of factors which decide the degree of involvement in the
decision making process:
 Nature of the product or service.
 Consumer psychology
However, it is considered by expert degree of consumer involvement mainly depends on the risk
taken by consumer while purchasing any product, which means higher the risk the more deep
consumer involves (Choudhary, n.d.). Generally, there are almost five types of involvement
which named as ego involvement, commitment, communication involvement, importance of
purchase, and Extent of information secured (Rifon & Trimble, 2002).
Models of consumer involvement:
There is no single model for consumer involvement in all the situations, but in actual there are
three components with deals with these situations. These three major components are input,
process and output. These characteristics are defined below:

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Input- input factors are considered as external factors which mainly influence the values related
to the products, attributes, and buyers behaviors. The activities in context of marketing mix
social cultural inputs are the major components which directly influence the purchase decision of
the consumer (Cabanero, 2006).
Process: Process of decision making involve different stages such as identification of problem,
collect information, alternative evaluation, and lastly make decision related to the purchase.
Output: In this customers finally purchase the product and review whether their decision is right
or not.
Reference groups:
A reference group is considered as that group who influence the decision of purchaser, and
purchaser consider the perspectives of this group while taking his decision. It must be noted that
reference group could be very large or very small, and this group generally includes family
members and close friends. These groups set the lifestyle level and purchasing patterns.
Reference groups are divided into two types that are primary groups and secondary groups
(NPTEL, n.d.).
Primary groups include those groups which basically include set of people with whom we met
every day, and these peoples have direct and strong influence on the lives of consumers and also
on their buying decisions. Primary groups make the person comfortable and give them feeling
that they are with the person at the time of making the purchase decision. These people help the
consumer by providing clear and honest advices, and because of this person get more confident
in context of purchase. O the other hand, secondary reference group is considered as formal
group and they communicate less frequently as compared to primary reference group. These
groups generally include professionals, colleagues, seniors at work, etc. However, in case of

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secondary groups power to influence the consumers is less in comparison of the primary
reference group, as they are not confortable in sharing their thoughts and views in the groups
(Eszter, 2008).
Some other reference groups in context of consumer behavior theory are stated below:
Aspirational group: Aspirational group is considered as that group to which an individual
desire to become a part. An individual is currently not the part of that group but wish to become
part, and for this purpose an individual copy the existing members of that group.
Dissociative group: this group is completely opposite from the group of aspirational people, as in
this people deny to become or get connected to any specific group. In other words, people hate to
become part of any particular group. It is necessary for Forecourt to identify such people and
understand their needs such as likes and dislikes of the consumers, and also the groups to which
such consumers belong. Forecourts must understand the degree up to which reference group
influences the consumers and also which group influence the consumers most (Bray, n.d.;
Shodhganga, n.d.).
Family:
Family of any consumer play most important role in their decisions such as parents, siblings,
relatives all have different thoughts in context of any product. Following are the roles played by
family in the decision making process of the consumer:
 Influencers – these people are those who provide ideas and information related to any
product or service to the consumer.

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 Gate Keepers – it include those members of the family who generally panel the
information such as parent and siblings who provide information to the consumer in
different ways.
 Decision Makers – it includes the parents and other guardians of the consumer who
possess right and power to take decision on the behalf of the consumer. They take their
decision after completing the research and on the basis of results they purchase or
dispose the product.
 Buyers – it include those peoples who actually purchase the product.
 End Users – it include those persons who finally use or consume the product (bailey,
2011).
It must be noted that any consumer easily gets influenced by his family members and friends.
Social class:
It must be noted that, all the societies include division of members in a society into the hierarchy
of different classes of society. Generally, social class is referred as amount of status possessed by
the member of any particular class in comparison of members of other classes. Membership of
social class is considered as main driver of the consumer attitude and behavior development. The
measurement of any social class is concerned with the classifying individuals into the groupings
of the social class. These groups are of particular value to the marketers, who use social
classification as an effective tool for the purpose of identifying and segmenting target markets.
Almost three methods are present for measuring the social class, and these three methods are
subjective measurement, reputational measurement, and objective measurement.

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It must be noted that subjective measures rely on the self-perception of the individual, but
measures related to reputation depends on the other’s perceptions. There is one more method that
is objective measures, and under this method marketers use particular tools of socio economic
either alone or in combination with others (Scribd, n.d.).
Class structures usually range from class two to nine class, and the most frequent use of
classification system includes almost 6 classes upper upper, lower upper, upper middle, lower
middle, upper lower, and lower lower classes. It must be noted that profiles of these classes are
reflected in the difference occurred in the attitudes, activities, and consumption habits of the
consumers. This is the reason that marketers provide social class based market segment is of high
importance.
Forecourts can use Geo-demographic clustering technique in this context, this technique
combines the geographic and socio economic factors for the purpose of locating concentration of
customers with specific characteristics. Usually, marketers directed their attention towards the
wealthy consumers, who reflect the fastest growing segment in our population. However, some
marketers considered it extremely profitable as they can consider the needs of the non-wealthy
consumers and hold strong position in the market. Forecourts must consider the needs and
requirements of both the classes and try to manage their products and services in this context.
Research has revealed the social class differences in the habits of clothing, home decoration, etc
(management innovations, 2008).
Understanding of the individual consumer:
Perceptions of consumers related to business and its products have major influence on the
behavior of buyer. This is the only reason business spend many resources on the marketing, and

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take all necessary actions for the purpose of influencing the perception of their target consumers.
With the help of effective planning and execution, business organization can influence the
perception of their customers. There are different types of perceptions, and some of these are
stated below (Mack, 2018):
 Perception- consumers evaluate the collected information related to the company on
continuous basis for the purpose of taking their decision in terms of company offers value
or not. A major factor which influences the perception of the consumer is exposure. In
other words, if consumers have more information related to the product then they are
more comfortable to buy that product (Rai technology university, n.d.).
 Motivation- this is another driving force which force them to take any particular action.
As stated by the Maslow, proposition is the needs stated at one level and these needs
must be at least partially satisfied before those at the next level become important in
determining our actions. Customers also take their buying decisions on the basis of this
theory.
Conclusion:
This report reflects number of different approaches for the purpose of modeling the behavior of
the consumer and decision making process. It can be said that maximum contemporary
definitions of the consumer behavior are similar in scope. Consumer behavior theory is the area
which is subjected to broader research, and it is believed and expected that still there is hope to
identify new approaches in this context. As stated above, consumer behavior is considered as the
behavior of the consumers which reflect at the time of searching, buying, using, assessing and
positioning of the products and services which they expect will fulfill their needs. It must be

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noted that, those approaches which are defined above in terms of consumer behavior fails to
consider the role of ethics, social responsibility and altruism.
Review in terms of the decision making models stated above highlights the choices of consumer
and also identifies the key process that result in behavior of individual. Large number of
variables has been theorized across the models, and each model has evidence to justify its
inclusions while making attempts to explain the behavior.

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