Marketing is so much more than creating a catchy phrase or a jingle people will sing for days. Consumer behaviour refers to the psychological process that leads to a consumer’s decision to buy a product or service offering. Moreover, these theories provides marketers with information on the consumer’s behaviour to spend money, likely causes that incline them to spend more money on a product, and these two information help to plan strategies that should be practiced by the marketers for successful marketing of … DEFINING A MODEL OF CONSUMER BEHAVIOR --- it is an attempt to structure the internal and external factors that affect the decision making process • Predicting consumers behavior • Sales of new products • Choosing the optimal location • Selection of the media mix Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumer's emotional, mental and behavioural responses that precede or follow these activities.

Email us [email protected] Call Us 0161 505 1048. 1. 2. Derived from psychological models of general human behaviour and a plethora of other disciplines, consumer behaviour emerged shortly after the Second World War as marketing shifted away from its reliance on economic theory and began to forge its own path. Lecture 2 theories and models of consumer behavior 1. Models of Consumer Behaviour – 4 Main Models: The Economic Model, The Learning Model, The Psychoanalytic Model and The Sociological Model The influence of the various social sciences such as economics, psychology, sociology and anthropology has promoted marketing experts to propound certain models for explaining buyer’s behaviour. In particular, two cognitive personality traits i.e. Motivation theories and marketing strategy: Abraham Maslow’s “Need Hierarchy Theory”: One of the most widely mentioned theories of motivation is the hierarchy of needs theory put forth by psychologist Abraham Maslow. Consumer behaviour emerged in the 1940s and 50s as a distinct sub-discipline in the marketing area. 3.

What we’ll cover in this article: Definition, Consumer Behaviour theory, factors affecting consumer behaviour, psychology of marketing, consumer behaviour case study Definition. Consumer researchers have been increasingly interested in how cognitive personality factors influence various aspects of consumer behavior. (1990: 22) and Schiffman & Kanuk (1997: 8), consumer behaviour is regarded as a relatively new … I’m not an expert in all areas of consumer behavior, but I do use/throw around some economic concepts from time to time, so I can share a little bit of what I know about a few economic theories. What is Consumer Behavior in Marketing? Summarize the Howard and Sheth model of buyer behaviour and explain its value to marketing management.



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