Consumer Psychology and Buyer Behavior Essay Example | Topics and Well Written Essays - 2750 words

Consumer psychological science and Buyer Behavior - Essay ExampleIt is of utmost importance for the marketer to know the doingsal patterns of the stain consumers much before the mathematical product is launched. Therefore, it can be said without any doubt that the study of consumer behaviour has been the arena of constant research for a marketer.A soulfulness can be referred to as consumer if he shows his willingness to obtain goods or services from a seller with the intention of making payments. Consumer behaviour can be defined as the study of variables that interpret the purchasing behaviour of any willing person to corrupt any product or service. Consumer behaviour is believed to be influenced by the factors like psychology, sociology and economics apart from the product knowledge, product specifications and brand recognition.Cultural factors - The behaviour of a grown up person often depends upon the situate of values, perceptions and his preferences as a child, which he acquired from his family or other influential sources. Each culture also has true sub-cultures within it which provides more specific identification of their behaviour. A subculture includes religion, nationality, region and racial sorts. A proper reason of the implications and bearings of the sub-cultures assists the marketer to analyse the behaviours of the consumer in an effective way. Another important factor that must be interpreted into consideration along with the cultural factor is that of accessible class. Social class is indicated by a bundle of variables like occupation, wealth, income and education among other factors. Social class is a crucial variable because a person is often perceived as inferior or superior based upon the social class. It has been observed that social classes essentially differ in dress, speech, hobbies, etc. Social Factors - The social factors like reference hosts, family, roles and ranks also determine the behaviour of the consumer. Referenc e groups are the groups that ingest a direct influence on the attitude of the buyer, which strength affect his purchasing behaviour. Groups that have direct influence on the consumers are known as membership groups. Membership groups can be subdivided into two categories, namely primary group (which consists of family, friends and neighbours with whom the person interacts informally) and the secondary group (which calls for more formal interaction and often based upon profession or religion).The studies on consumer psychology have also shown that people often get influenced by the groups to which they are not directly related. It might compress the form of an aspirational group (it is that group to which the person longs to get associated and behaves the way the group does) or a divisible group (the consumer do not like the group and so behaves in a way so that is not same as the way the group does). The other major player among the reference group is the opinion leader. Opinio n leader is a person who is believed to have a sound knowledge on a product and its usage and takes informal channel of