Essay about Consumer Behaviour and Perception

2253 Words Sep 8th, 2010 10 Pages
2.0 CONTENTS
CONSUMER BEHAVIOUR AND PERCEPTION
2.1 WHAT IS CONSUMER BEHAVIOUR?
It is necessary to understand consumer behaviour; this is based on the activities leading to the acquisition and use of goods or services, including decision-making processes that determine a purchase. In this process the consumer performs actions such as search, purchase, use and evaluation of products expected to be used to meet their needs (Solomon Michael, 2007).
The activities, processes and social relations to which reference has been made include various actions of the consumer: knowledge of a need, when you make a comparison between stores, the simple reasoning of information that are available in regard to the benefits and risks of the desired
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FAMILY: Is characterized by numerous and strong personal interactions of its members.

Their influence on purchase decisions represented in area of great interest in the field of consumer behaviour, in some cases, decisions are taken by an individual with light influence from other family members.
2.3.2 INTERNAL INFLUENCES
Consumer behaviour and human behaviour are in general fields of study which are almost identical, as the consumer of economic goods are almost all activities that involve humans. The systematic study of consumer behaviour has been interdisciplinary since its beginning.
PERSONALITY, SELF CONCEPT: offer consumers a central aspect. This provides a structure to arrange a consistent pattern of behaviour.
PERCEPTION: Are those activities through which an individual acquires and gives meaning to stimuli. The stimulus appears within the field of sensory receptors and generates an action. Marketing needs to support these stimuli for the individual to purchase a product.
MOTIVATION: It refers to the behaviour prompted by needs and directed toward achieving a goal. Motivation is a behaviour or attitude of the consumer to buy goods or service. This attitude covers and directs behaviour toward a specific purpose.
Abraham Maslow (Tracy L. Tuten, 1998) developed a model of hierarchy of needs ranging from basic to advanced, noting that a human being should

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