Consumer Behavior: Theory, Progression, and Influencing Factors Report

This report provides a comprehensive overview of consumer behavior, tracing its origins in the 1940s and 50s as an interdisciplinary field within marketing. It explores how consumer behavior integrates elements from psychology, sociology, economics, and other fields to analyze the factors influencing buying decisions, including demographics, lifestyle, and social influences. The report examines key findings from various studies, highlighting the impact of experiences, product image, packaging, brand value, and environmental considerations on consumer choices. It also discusses study limitations, such as the absence of technology and advertising influences, and suggests future research directions, including exploratory factor analysis and the development of more effective marketing strategies. The report emphasizes the importance of understanding consumer behavior for business success and the potential for future research to refine methodologies for analyzing consumer decision-making.

CONSUMER BEHAVIOR
Brief summary of the theory and progression in the field
Consumer behavior arose in 1940s and in 50s like a different sub-discipline in marketing
area. It is said to be an inter-disciplinary social science, which mixes elements from
psychology, social anthropology, ethnography, sociology, marketing, economics and
behavioral economics. It analyses how the emotions, preferences and attitudes affect the
buying behavior (Nagar, Guha & Chandra, 2017). Traits of single consumer like
demographics, lifestyle, personality and behavioral variables like the usage rates,
occasions for use, loyalty, willingness to supply referrals and brand advocacy, with an
aim to understand people’s needs and wants and their consumption are properly
examined in the formal studies of the consumer behavior. The research of consumer
behavior even studies the affect and influence on the buyer from groups like family,
sports group, friends, reference groups and society in general (Nagar, Guha & Chandra,
2017).
As per Kotler and Keller (2012), term consumer behavior could be studied as an aspect
that have straight affects on any business performance. They propose that to properly
understand this concept it becomes tough because of enhancement in market competition
throughout the globe. As per this study consumer behavior is thoroughly studied as a part
and parcel of marketing and thus its major aim is to learn the method through which
people. Individuals, organizations groups select, buy, use and then dispose the products.
Also the factors like past experiences, price, taste and branding on which individual
consumers base their buying decision (Nagar, Guha & Chandra, 2017).
The findings of this study took mussels as example and stated that the consumer’s habits
plus experiences straightforwardly affects consumer’s buying decision. This study also
said that even the product image has an effect upon buying decisions of consumers that
suggests that it must be enhanced and improved constantly in order to increase the buying
decision of consumers. Several facets like psychology and also anthropology have

actually influenced evolution of consumer behavior aspect. It is even asserted that
consumer behavior arouses as a different field of study during 1960s and positivist and
also non-positivist models shaped its evolution (Nagar, Guha & Chandra, 2017).
Common findings across the articles:
As mentioned above the study by Kotler said that several experiences of people affect
their behavior towards purchase of goods and services and also many psychological,
social, cultural and demographic factors affect that consumer behavior.
Similarly the studies undertaken by said that, all the facets studied like marketing mix,
social, personal, cultural and also situational influenced consumer behavior of individuals
(Yu, 2018). People are affected by inside as well as outside impacts, both. These impacts
also influence the buyer’s choices. The studies also found commonly that, most essential
social influences are reference groups, families, social classes and friends (Paul and
Rana, 2012). The authors even found that these factors have different degree of impacts
on the consumer behavior. Another factor found to be affecting consumer behavior
includes age and people’s stage in lifecycle, income, occupation and economic situations,
self-concept, beliefs and values and also lifestyle (Unal, Dirlik and Otamis, 2012).
Different findings across the articles:
All the four studies though focused on the factors influencing consumer behavior, yet
found some dissimilar aspects. Findings by kotler and keller (2017) found packaging as
an influencing factor. It found that people with lower income opt for more premium
packaging as they think it can be reused after the consumption of the product. Whereas
findings by Michelle P. Yu in the year 2012 outlined that several variables, like, brand,
value, propensity, quality, disarray, entertainment, motivation plus style also merge to
decide a person’s shopping propensities. On the other hand Justin Paul and J Rana in the
year 2012, said that today consumers are actually interested in ecological and
environmentally friendly products, not just because of a healthier alternative but also
even in order to save environment for future generation. The marketer and also other

organizations must be properly aware of significance of attitude of consumers of this
specific segment as they even are ready to switch to other products or services that are
environmental friendly.
Later a study by D.A Unal, Onur Dirlik and P.A Otamis, found that individual’s use
products for their symbolic meanings along with their functional advantages. He even
found that people no more use goods for their material utilities; rather use the good’s
symbolic meaning. Such symbolic meaning remains unseen in good’s image and thus the
product becomes a sign in the social lives of buyers.
Study limitations:
All the four studies emphasized on one or other aspect and none of the studies undertaken
considered all the facets and factors affecting consumer behavior all together. Changing
technology, in none of the studies has been considered as a factor affecting consumer
behavior. These studies focused on psychological, social and cultural aspects but did not
consider the influence of advertisements and marketing on people’s purchase decision.
These researches have left behind vast gap for future research as they have considered
only a particular segment of people and also have undertaken the study only in a specific
area and within a decided time frame. The studies would have tried to investigate
explicitly, all the influencing factors and aspects by using exploratory factor analysis,
which was totally ignored.
Future research directions:
However, these studies will enable future researchers to ascertain several capable ways
for the future research. In future, there could be a proper development of greater
marketing schemes, which might be specifically useful for several businesses and even
for few new and old entrepreneurs. These studies lacked an emphasis upon exploratory
factor analysis, thereby laying down path for the same in future.
To attain a very fruitful consumer based market, the service providers in coming future
must work like a psychologist to acquire consumers and retain them for longer time

period. By considering all the affecting facets, several things could also be made positive
and the marketers could easily achieve the main aim and goal of consumer satisfaction.
Research and studies on consumer behavior thus is a doorway towards success within the
market. All these analyses have made it possible for marketers to determine the rules of
buyer’s decision-making. Furthermore, this analysis could help people to recognize many
promising paths for a better future research, where the main aim and goal of study could
be to acquire an effective methodological base, aimed towards analysis of consumer
behavior.

References
Nagar, J., Guha, P. and Chandra, D. (2017). AN EMPIRICAL STUDY ON FACTORS
INFLUENCING CONSUMER BUYING BEHAVIOR. ELK ASIA PACIFIC
JOURNAL OF MARKETING AND RETAIL MANAGEMENT, 8(4).
Paul, J. and Rana, J. (2012). Consumer behavior and purchase intention for organic
food. Journal of Consumer Marketing, 29(6), pp.412-422.
Unal, D., Dirlik, O. and Otamis, P. (2012). A Qualitative Research to Explore the
Purchase Behavior Determinants of Middle-Aged Women. Procedia - Social and
Behavioral Sciences, 62, pp.1337-1341.
Yu, M. (2018). FACTORS INFLUENCING CONSUMER BEHAVIOR AMONG
COLLEGE STUDENTS. Sci.Int.(Lahore), 29(4).