Critical Analysis of Consumer Behavior

CRITICAL ANALYSIS OF
CONSUMER BEHAVIOR

Table of Contents
INTRODUCTION...........................................................................................................................3
Analysis of consumer behavior....................................................................................................3
Research methods........................................................................................................................6
Recommendations............................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The file is on critical analysis of consumer behaviour. Consumer behaviour is the study of how
individual customers, groups or companies select, buy, use and dispose the ideas, goods and
services to satisfy the needs and wants. The file discusses on consumer behaviour theories, their
analysis and application of the same in integration of theories. It proves its application in the
study of covid vaccine. The critical analysis of the consumer behaviour through theories
highlight factors which can ultimately drive the market. The synthesis of secondary and primary
research has been done in the file. Customer have been interviewed and unbiased feedback has
been taken. The file has discussed the factors which have motivated the customers for going for
the product and which restrict their movement towards it. A thorough analysis through the
theories has been provided. The study also provides recommendations of how the government
can increase people taking up covid vaccine and spreading awareness through various measures
which can influence people in the right direction. The file takes an approach to study and analyse
the consumer behaviour which is volatile and requires authenticity and convincing abilities
giving assurance about the product by the marketer.
Analysis of consumer behaviour
Consumer behaviour is the study of individuals and organisations of their selection and usage of
products and services. It is concerned with psychology, motivations and behaviour of people.
The considerations are influenced by three factors:
Personal factors: They are basically a person's interests and opinions. They will be affected by
demographics such as age, gender, culture, job etc.
Psychological factors: The response to the marketing campaign is based on the perceptions and
attitudes of people. It signifies a person's ability to comprehend information, perception of need
and attitude (Mothersbaugh, Hawkin and Kleiser,2019).
Social factors: Peer groups are influential like family and friends and social media. The factor
includes social class, income and education level.
The theories of consumer behaviour can be described as follows:
Marshallian Economics