Marketing Consumer Behaviour Theories Essay Example | Topics and Well Written Essays - 2000 words

Marketing Consumer Behaviour Theories - Essay Example The positive or negative attitude towards the product is also based on behavioral traits of the consumers. The consumers purchase the product based on their perception of those particular objects after acquiring data from various relevant sources. Consumers of different market possess different buying behaviors and expectations from the product or brand. In this paper, the concept and theories of consumer behavior in the marketing environment will be highlighted properly. It has been illustrated that how the consumer behaves in a particular situation and how their behavior gets altered while purchasing a product. The literature review of the consumer behavior will be explained briefly and the consumer behavior of Pepsi and Coca Cola in Australian marketing environment will be cited as an illustration. 2.0 Issues, Theories, and ConceCoca-Consumer Behaviour Consumer behavior encompasses cognitive, effective in addition to the behavioral reaction of consumers towards products as well as services, and also the response of consumers to the marketing of products along with services (Universitat Pompeu Fabra, n.d.). It is the decision making the process of consumers and the involvement of their activities in obtaining, assessing, using and disposing of goods as well as services. Consumer behavior refers to as a complex, multidimensional along with the dynamic process and also the marketing decisions which are taken based on the assumptions related to consumer behavior (New Age International, n.d.). The consumers on the basis of their needs adjust the purchasing behavior of them. Consumers randomly choose the product and in every selection, certain implications are incorporated in them. The buying decision is taken to satisfy the need of the consumers. Prestige is also considered as one of the intangible needs because a few individuals purchase certain products depending on their status in the society (Reference for Business, 2011). The factors which act as a significa nt role while influencing consumer buying behavior are cultural factors, social factors, psychological factors and personal factors (Scribd, 2011). Culture has an influence on the ‘impulsive buying behavior’ of a person. The theory of individualism, as well as collectivism, facilitates to have a better understanding of the phenomenon of an ‘impulsive buying behavior’ of a consumer (Kacen & Lee, 2002). The culture of the society has an influence on the buying behavior of an individual because human beings are largely affected by social factors which may include family, friends, clubs, and others. The individuals from these factors understand and learn perceptions, values and their behavior patterns. The social class of an individual is influenced by several other variables such as income, occupation, values, and education (Wilson & Gilligan, 2005). In addition, social factors also have an impact on the buying behavior of a person. Various factors include fam ily, reference groups, status along with the social role. The reference groups include primary membership group, secondary membership groups, aspirational group and dissociative groups.