Consumer’s Behaviours and Attitudes in marketing environment

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Consumer’s Behaviours and Attitudes 1
Consumer’s behaviours and attitudes in marketing environment
Consumer behaviour is the learning of groups, individuals and organizations and the
functions related to the purchase, usage and disposal of belongings. It includes the customer’s
social, mental and emotional reactions that follow or precede these actions. It is a type of
inter-disciplinary public science that balances features from sociology, psychology,
ethnography, social anthropology, economics and marketing, specifically behavioural
economics. It analyses effect of preferences, attitudes and emotions on purchasing behaviour.
The study of consumer behaviour also includes the general influences on the customer from
friends, family, society, sports and reference groups (Parsons, Maclaran and Chatzidakis 2018).
Consumer behaviour and the resulting buying decision are intensely influenced by social,
cultural, psychological and personal characteristics. Cultural factors includes bunch of basic
ethics and manners adopted by a member of society from the friends, family and main
situations. Personal factors includes occupation, emotional situation and motivation of the
consumers that forces him to make purchase. Family, role and status, age and life cycle stage
are main social factors that influences the decision of consumers. Psychological factors
consists perception, learning, product and services and price of the product that influence
consumer’s behaviour the most (Hoyer, Maclnnis and Pieters 2016).
In relation to consumer behaviour, consumer attitude is representative of a constant
favourable and unfavourable feeling that a customer forms as an end result about product and
services. Consumer attitudes can never be observed directly because they are compressed by
psychographics such as motivation, learning and perception. Attitudes can be observed only
from what consumer say and how they act for the same. Attitudes provide an understanding
of prior stage of consumer’s behaviour. From a marketer’s point of view, consumer attitudes
Consumer’s Behaviours and Attitudes in marketing environment