The products that will be focused on this assessment will be meat products including poultry, new and/or used passenger cars, wine and related products and dairy products. These four product purchases will be assessed for internal, external and situational influences to determine the type of consumer behavior that accompanies the consumer's decision process when purchasing any of these products. Consumer behavior is a field of study that focuses on the type of behavior that is used by consumers to purchase a product or service. Consumer behavior involves the study of various elements of human behavior such as sociology, psychology and economics which are usually employed when consumers make their purchases. This field of study is mostly aimed at understanding the buyer decision making process by assessing the consumer's buying behavior at an individual or group level (East et al. 2008).
Consumer behavior analyses the characteristics of individual consumers such as behavioral variables and demographics which might affect their purchasing behavior. It also focuses on the influences of consumer groups such as family, friends, work mates, acquaintances and other important people who fall under reference groups for the consumers purchase. The theories that are used in consumer behavior mostly focus on the purchasing and consumption habits of consumers and whether these purchasing habits demonstrate a regular pattern (O'Dougherty 2007).
The consumer decision making process involves the steps that a consumer takes when making a purchase decision. These steps include need recognition, search for product information, product evaluation, product selection and purchase, post purchase product use and evaluation and disposal of the product. These steps basically represent a guide that can be used by consumers when making their purchase decisions. Consumers do not have to necessarily follow these steps during their purchase decision making process but these steps offer a guide into the various aspects that come into play when consumers are buying products (Lamb et al. 2009).
[...] Available at: 1301.0 Feature% 20A rticle182004?opendocument&tabname=Summary&prodno= 1301.0 &issue=2004& num=&view= [Accessed 19 May 2011] Australian Bureau of Statistics (2006) Australian social trends Available at: 71DFDE1556ED2AB7CA2570EC0073F3E1[Accessed 19 May 2011] Department of Agriculture, Fisheries and Forestry (2007). Australian food statistics 2006. Canberra, Sydney: Food and Agriculture Division East, R., Wright, M., and Vanhuele, M., (2008) Consumer behaviour: applications in marketing. London: Sage Publications Hoyer, W.D., and Macinnis, D.J., (2010) Consumer behaviour. Mason, Ohio: South Western Cengage Learning Lamb, C.W., Hair, J.F., and McDaniel, C., (2009) Essentials of marketing. [...]
[...] These steps include need recognition, search for product information, product evaluation, product selection and purchase, post purchase product use and evaluation and disposal of the product. These steps basically represent a guide that can be used by consumers when making their purchase decisions. Consumers do not have to necessarily follow these steps during their purchase decision making process but these steps offer a guide into the various aspects that come into play when consumers are buying products (Lamb et al. 2009). [...]
[...] The motivation of the car buyer to purchase a car will therefore depend on either of these factors. The external factors that will affect the consumer decision to buy a car will be the type of lifestyle that exists in Australia which allows for every individual of the family to own a car as long as they are 18 years and over. Holden which is the main car manufacturer in Australia has been able to develop various car brands that are meant to suit the various lifestyles and culture of the Australians. [...]
[...] Consumer behaviour is a field of study that focuses on the type of behaviour that is used by consumers to purchase a product or service. Consumer behaviour involves the study of various elements of human behaviour such as sociology, psychology and economics which are usually employed when consumers make their purchases. This field of study is mostly aimed at understanding the buyer decision making process by assessing the consumer's buying behaviour at an individual or group level (East et al. [...]
[...] Milk and other dairy products provide consumers with Calcium and other vital nutrients that support bone formation. Consumers might decide to buy dairy products because of this reason as well as the staple source of food that these products provide to consumers. The external factors that will influence the buyer's decision to buy milk will be socio-cultural factors where as mentioned earlier on dairy products are the staple source of food for many westernised countries. The household budget will also affect the consumer's decision to buy dairy products such as cheese and butter as some brands of these products are manufactured for high-end buyers. [...]
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