Factors Influencing Consumer Behaviour and Marketing Strategies

This report evaluates the factors that influence the decision process with the help of consumer buying behaviour theories and highlights the attempts of marketers to target these factors using marketing strategies.

CONSUMER
BEHAIVOUR

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Decision process of consumers while using consumer behavior theory.....................................1
The way marketer have influenced these factors using marketing strategies.............................2
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Consumer behaviour is a learning of how customers, groups and organizations choose,
influence, utilize and discard opinions, goods and services to satisfy their needs and wants. It
mentions to the actions of the customers at the market space and the implicit motives for those
actions. This report will evaluate the factors that influence the decision process with the help of
consumer buying behaviour theories. In addition to consumer buying behaviour theories, this
report will also highlight the attempts of marketers in order to target factors which influences the
purchase decision of consumers (Nguyen, 2018).
MAIN BODY
Decision process of consumers while using consumer behaviour theory
Consumer buying behaviour is described as decision process which influences the
actions of customers while purchasing a product or services from specific company or brand
(Reisch, 2017). In the decision-making while choosing specific products or services, consumer
behaviour theories helps the customers as well as the marketers in order to capitalize on the
behaviour of customers by predicting how and when client will make a purchase. Theories of
consumer behaviour are a logical extension of human behavioural theories which helps in
providing a specific portion of mystery in understanding the psychological procedure of people
and their consumption patterns (Laskova, 2017). The consumer behaviour theories can classified
into different categories such as:
 Marshallian consumer behavioural theory: This theory believed that the customers
purchase their goods and services based on the offer given by the marketers in order to
satisfy personal needs and wants of the consumers (Berasategui, 2017). According to this
theory, it is analysed that customers purchase products what they like the most at first
instance if they can afford it. However, the marketers also find several useful hypotheses
in state of influencing the purchase behaviour of customers (Antonides, 2017). Marketer
believes that if a product price is lower, it automatically attracts more and more
customers. Although, if there is any substitute available in the market space with lower
price, the sales of the substitute product is higher. The last factor which influences the
buying behaviour of the consumer is that if the income of the customer is higher, sales of
a product will be higher irrespective of its price. For instance, when I went to purchase a
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jacket for myself. I found two jackets which attracts me the most. One jacket fulfil all the
perspectives such as the colour, style, price, quality and brand image in the market place
which attracts me the most in front of the another jacket. So, I decided to purchase the
jacket and all the factors such as lower price in front of its substitute product, brand
image, style, etc. helps me to take my decision of choosing one jacket in front of their
substitute product.
 Pavlovian consumer behaviour Theory: This theory explained that the customers are
more attracted towards the offers and conditions given to the customers in order to attract
their attention and raise more and more selling of their products in the market-space.
This theory basically explained that much of human behaviour results from conditioned
responses (Pachauri, 2017). For example, when I went to purchase shoes, I found various
alternatives at the mall. But I found that my attraction was grabbed by one of the brand
which offers good conditions at purchases of shoes. So, I decide to purchase that shoes
because it provides me good financial benefit as well as fulfil my need and demand in all
terms with regard to colour, style, size, availability and most importantly price after
accepting the offer. So, in such way I can say that the marketers truly aware about the
conditions on which they can attract more and more customers towards their products.
The way marketer have influenced these factors using marketing strategies
Marketer is key individual which is mainly responsible for formulating effective strategy so that
customers are motivated to be part of organization for satisfaction of their respective needs
(Shiel , 2019). There are various factors that influence customers buying behaviour like interest,
perception, belief, attitude, income group of people or social status. In content of buying clothe,
marketers has make efforts to attract customers for example there are various online companies
which provide detailed of their type, quality of clothe with price so that individual can easily
take decision (García , 2019). Moreover, marketer also take feedback from customers in order to
know their perspective, view or experienced about purchasing so that their problem can be
resolved in the best possible manner (Jayasimha, 2017). Therefore, it can be stated that these
strategies helped in attracting more and more customers by meeting their respective needs in
better ways. Price and quality of clothe as well as shoes was one of the main factor that has been
considered by marketer while formulating strategies that helps in inducing individual
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(Tadajewski, 2019). As it has set reasonable prices or tried to give valuable products by offering
discount so that it is attracted to have jacket and shoes in order to fulfil their needs. Marketer has
also ensured that it has all relevant product like clothes or shoes of recent trends or fashion and
inform the same to people so that they can take decision to purchase. Therefore, it can be stated
that marketer by targeting all these factors by making use of marketing strategies helps in
making individual happy and satisfied.
CONCLUSION
From the above report it can be concluded that the consumer behaviour helps the
marketers to recognize and forecast the purchase behaviour of customers while they are
choosing the product from various substitutes available in the market space (Rundle-Thiele,
2019). It not only helps the marketers to understand what the customers requirement and what
they want to purchase with the addition of why they want to purchase that specific product. The
factors such as psychological, cultural, personal, social, economical, financial, etc. influences the
consumer behaviour of purchase which also helps the marketers to analyse the buying behaviour
of customers (Zitkienea, 2019). This report concluded both perspectives i.e. the consumer
perception while purchasing a particular product apart from various substitutes available and the
ways in which the marketers have influenced with those factors with the usage of marketing
strategies.
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REFERENCES
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