Understanding Consumers and Their Behaviour in Business

This assignment outlines contemporary perspectives on consumption, individual decision-making, together with involvement. It highlights the values of perceptual processes in knowing individual consumers and shows the future trends in consumer behaviour.

Understanding
Consumers

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
Books and Journals:....................................................................................................................7
Online:.........................................................................................................................................7

INTRODUCTION
Consumer refers as the end user of products or services. For any business organisations,
the main intent is to create and sell their goods and services to the final purchaser i.e. consumer.
Understanding consumer and their behaviour while they shop or buy a product or service is
important to the business as it helps in analysing the way, the consumer think at the time of
purchasing (Ali, 2020). It helps in understanding why they buy that product and at what costs
they can purchase the same. It simultaneously aids marketers to determine how their customers
will act, which helps in marketing the existing goods and services ( Sheoran and Vij, 2021). The
following assignment will outline contemporary perspectives on consumption, individual
decision-making, together with involvement. It will highlight the values of perceptual processes
in knowing individual consumers. At the end, it will also show the future trends in consumer
behaviour.
MAIN BODY
Contemporary perspectives on consumption gives a basic understanding in the context of
consumer behaviour (PAZHANISAMY). A deep understanding in terms of why and how
consumers use is especially relevant in today's stiff world since consumption has become a
progressively vital part of the individual's lives. Consumer behaviour defines the perspectives of
a consumer which signifies the purchasing and after sales consumer behaviour (Aziz and et.al.,
2019). In this time of stiff competition among different business organisations, it becomes
important to pay close attention on understanding consumers and their behaviour so that business
can develop and grow (Zhao and et.al., 2021). This perspective is concisely analysed by the
corporate entities with an intent to evolve a focused approach at the place of market. With an aim
to boost the effectiveness and efficiencies of the business, the main aim is to focus on better
customer services and care. The consumption is also regarded as the complex social phenomenon
under which various individuals use commodities and services for the causes behind their basic
value of consumption. In this contemporary world of businesses, it is major role of companies to
deliver effective and chief organisational practices in analysing the needs of consumer. It is also
one of the key roles of companies to concentrate on the enhancing values of consumers (Bhagat
and Chauhan, 2021). Consumption is the main approach which facilitates assembly for the
subject-object interaction. It helps in gathering the information and give human a chance to

polish themselves through interaction with various objects of world. In this world, every
domestic and international firm aims to focus on the consumption needs of consumers to create
effectiveness in the services and products. The tactical planning concepts also exploited by
various organisations to enhance the competitive strengths of a business entity (Owonikoko and
Rookwood, 2022).
Decision-making is also a vital approach which is exploited by consumer to lead the
place of market. For organisations, the process of decision-making of consumers is vital to
acknowledge so that strategies and techniques can be adopted in a way. The domestic and
international organisations concentrate on the involvement of consumers to boost the revenue
and profitability (Brusoni, 2021). The decision-making process of consumer is comprised with
five stages- problem recognition, information search, evaluation of alternatives, product choices
and consumption and learning. Problem recognition is the stage in which consumer analyse the
need or problem and addresses what product would be able to meet the requirements.
Information search is the point in which consumer decision-making process looking for the
information internally and externally. Evaluating choices is the phase in which consumer
evaluates the products available to them satisfy their needs. Product choice is the stage where
consumer or use may create a mind to buy the product the most desirable brand or product.
Consumption and learning is the stage in which consumer learn or assess, whether the product
fulfilled the demand or not. Consumer involvement defines the state of mind that influences the
consumer to make a buy, or the significance of consumer places on a good or service. There are
various level of consumer are considered low involvement, medium involvement and high
involvement. Low involvement determines that the consumer buys product on regular basis and
do not search extra regarding the product (Deore and Borade, 2020). Medium involvement, are
determined as the simple decisions as they are developed in the outlet and not over a particular
time duration. High involvement, in this, the consumer takes time to spend their money and need
a deep research as well.
Consumer in the society defines the individuals belonging to the society who use and
intake the products and services given by several companies. It is very beneficial for the
organisation to acknowledge the behaviour of consumers, together with society to create further
operations. In the present times, many organisations concentrate on the development of a chief
customer service based approach with an intent to serve the society. There are many

organisations at the place of markets which pays close attention on examining main social factors
linked with the customer requirements to move up in the competition (Musah, 2021). The
business organisations should also concentrate on the development of short, medium and long
term objectives with an intent accomplish main organisational targets. Social groups and their
features are important to be assessed by the corporate entities to give main marketplace based
practices. All massive organisations in the global market conduct business operations as per the
demand and need of society to rise the revenue (Elhajjar, 2020). The social requirements should
be kept in mind by the businesses and complete them with the right strategic and planning
framework. For customers, it is also significant to them to convey and share their usual needs to
the companies so that it can be satisfied by them. The society states the general rules and
regulations for the organisations to conduct business by taking the concern of society. In many
cases, organisations take the support and assistance of market survey in the community to know
the existence demand of various customers. Social focus is effective for the companies as well to
gain many competitive advantages. In society, consumers are regarded as the key people who
usually take their interest in the business activities. Conducting a deep market research is one of
the roles of organisations as to acknowledge the questioning of customers in society. Market
survey implementation should be created with the main supervision while controlling the
evolution of organisational practices (Heo and Muralidharan, 2019).
Understanding consumer trends is also important in consumer behaviour. As the business
environment is evolving day by day, so do consumer tastes and preferences. Consumer
behaviour is the most essential element to crafting a campaign of marketing. Increased demand
for transparency, many larger organisations have abused the customer's trust for a good period of
time. Many scandals are found within the different industries from automotive to food (Kim,
2021). That is the reason why the consumers of present times need more transparency on the
ingredients, supply chain and procedures and so forth. Accelerated online buying, it is also
trending that consumers will intensify online or digital buying and exploiting the services of
home delivery. It was yet common before, but due to the cause of global pandemic, it is
increasing in a more raoid way. All organisations will require to have an online tactic, otherwise
many competitors will take advantage of this (15 Customer Behavior Trends Emerging This
Year, 2021). Health consciousness, possibly unsurprisingly, customers are becoming more health
conscious than earlier. It has been seen that consumer ranked their health at the top. For example,

due to the global pandemic, consumers are becoming habitual to increase their hand washing
than usual times, isolated indoors, wearing protective masks and hygiene remain at the top in the
minds of everyone. Flexible first, undoubtedly, the digital shopping is on trend, still, there is an
issue of sensing confidence in the purchases done by consumers. After months of lockdown or
uncertain situations, the manner consumer make shopping decisions has altered. It is about
pandemic crises and global recession, consumers sense troubled about the future, together with
their finances. Resulting, the struggle is in their purchases (Jhamb and et.al., 2020). Therefore,
consumers requires flexibility in their shopping with a purpose to take away the stress of losing
finances in the time of recession.
CONCLUSION
It has been concluded from the above study is that concentrating on consumer behaviour
supports organisations to attain many competitive benefits. This study emphasised that
understanding the behaviour of consumers helps in analysing their needs and requirements. It is
also concluded that it is the main accountability of the organisations to take into account about
the perceptions and mindset of consumers so that they will able to fulfil them. This study also
demonstrated the current trends in the behaviour of consumers. To achieve goodness or
effectiveness, all such trends should be kept in mind while dealing with such changes or
alterations in the needs of consumer.

REFERENCES
Books and Journals:
Ali, B.J., 2020. Impact of COVID-19 on consumer buying behavior toward online shopping in
Iraq. Ali, BJ (2020). Impact of COVID-19 on consumer buying behavior toward online
shopping in Iraq. Economic Studies Journal, 18(42), pp.267-280.
Aziz, S. and et.al., 2019. Factors that influence individuals’ intentions to purchase family takaful
mediating role of perceived trust. Asia Pacific Journal of Marketing and Logistics.
Bhagat, R. and Chauhan, V., 2021. Environmentally Sustainable Consumer Behaviour: A Study
of Tourists Visiting Northern India. International Journal of Hospitality & Tourism
Systems, 14(1).
Brusoni, M., 2021. Does music make you emotional? Understanding music's impact on
consumer behaviour in physical stores.
Deore, C. and Borade, A., 2020. Influence of discounts on consumer behaviour. JournalNX,
pp.106-108.
Elhajjar, S., 2020. Exploring the effects of social media addiction on consumer
behaviour. International Journal of Technology Marketing, 14(4), pp.365-376.
Heo, J. and Muralidharan, S., 2019. What triggers young Millennials to purchase eco-friendly
products?: the interrelationships among knowledge, perceived consumer effectiveness,
and environmental concern. Journal of Marketing Communications, 25(4), pp.421-437.
Jhamb, D. and et.al., 2020. Experience and attitude towards luxury brands consumption in an
emerging market. European Business Review.
Kim, S., 2021. The technology-evoked time use rebound effect and its impact on consumer
behaviour in tourism (Doctoral dissertation, Bournemouth University).
Musah, F.M., 2021. Essays on Spatial Aspects of Consumer Behaviour: Leveraging Insights
from Consumer Mobility and Multi-Channel Shopping Behaviour to inform Retail
Location Decisions.
Owonikoko, S.B. and Rookwood, J., 2022. Consumer behaviour and the relational dynamics of
English premier league supporters in Nigeria. Soccer & Society, pp.1-19.
PAZHANISAMY, S., CONSUMER BEHAVIOUR TOWARDS TOILET SOAP WITH
SPECIAL REFERENCE TO HINDUSTAN UNILIVER LIMITED IN TRICHY CITY.
Sheoran, S. and Vij, S., 2021. A Consumer-Centric Paradigm Shift in Business Environment
with the Evolution of the Internet of Things: A Literature Review. Vision,
p.09722629211033944.
Zhao, J. and et.al., 2021. Consumer behaviour analysis for business development. Aggression
and Violent Behavior, p.101591.
Online:
15 Customer Behavior Trends Emerging This Year, 2021. [Online] Available Through:
<https://www.forbes.com/sites/forbesbusinesscouncil/2021/03/15/15-customer-
behavior-trends-emerging-this-year/?sh=6ae6f86014d9>