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The Consumer Behaviour Concepts and Theories (Essay Sample)


For this assignment, you must describe and analyze the consumer behaviour concepts and theories involved in five different marketing tactics that you have come across as a consumer. For each of them, you should analyze its effectiveness and your response using the relevant consumer behaviour concepts and theories you have learned in the course. Draw upon your consumption behaviour to describe yourself and connect it to the theoretical discussions. Make sure to make use of concepts and theories about:
- perception
- learning and memory
- motivation and affect
- the self
- personality, lifestyles, and values
- attitude


The Consumer Behaviour Concepts and Theories Involved in Five Different Marketing Tactics
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The Consumer Behavior Concepts and Theories Involved in Five Different Marketing Tactics
In the 21st century, selling is a blend of art and science, with both sides contributing to its effectiveness. Selling strategies that attract the eye and attract attention are developed through creative expression. Still, underlying every marketing plan are ideas grounded on psychology, money matters, besides consumer behavior studies. The scientific breakthroughs aid marketers in developing initiatives that tackle their target audiences' fundamental concerns and desires, significantly improving the impact of marketing products.
Main assumptions into consumer behavior, or why people buy and act the way they do, are at the foundation of marketing science (Kim et al.,.2021). Consumer behavior theories cover key topics like how individuals buy versus how groups buy, the reputation of sentiments in buying decisions, past-buy dispositions, and the effect of product usage in buying decisions. Understanding these concerns improves the effectiveness and impact of a marketing strategy on consumers. Marketers employ a variety of consumer behavior models to determine consumer conduct.
Theory of Reasoned Action
This concept, established by Martin Fishbein in the early 1960s and refined and enlarged by Fishbein and Icek Azjen in the subsequent decades, concentrates on an individual's purpose to behave in a particular way. A prime objective is a strategy or a chance that someone will act in a certain way in specified conditions, not just whether they actually do so. For instance, individuals who are contemplating stopping smoking intend or plan to stop but may or may not be able to do so. The theory of reasoned action focuses on a person's or majority's attitudes towards such behavior and the behavioral control of powerful people and organizations that might influence those beliefs to comprehend behavioral intent, which is considered as the main predictor of behavior.
For instance, I aspire to read an article to learn further about reasoned reasoning theory and how that might apply to my work (Liu et al.,.2021). The theory of reasoned would investigate my mindset toward reading the article, such that, whether my behavior is beneficial or harmful, as well as the norms that I interpret from individuals around me, especially my peers, on whether or not this would be a positive thing to do, in order to try to anticipate whether or not I would actually read the article. According to the theory of reasoned action, perceptions are the primary influencers on intention, which is the primary motivator of my behavior.
Where did my values and beliefs come from? My perceptions toward a specific action are impacted by a combination of the two related factors, as per the theory of reasoned action: my perceptions about the behavior's results (is the result likely or unlikely?) and my assessment of the possible consequence (is the outcome a positive or a negative thing?). In this case, my perception would be molded upon whether I believe reading the article is likely to be useful to my work, that is, the behavior's result, and whether I believe learning something new that is potentially relevant to my work would be advantageous to me and my company, that is, the outcome's assessment (Zhou,2021).
My perception could be influenced by a variety of things, including my prior experience reading health education articles and my perception of how much I can gain by reading vs. attending training on the idea of reasoned action. According to the idea of reasoned action, the crucial part of my mentality is whether it is positive, negative, or neutral. For example, if I am convinced that reading the article would result in a desirable result, I might be said to have a favorable attitude toward that behavior. Likewise, if I am convinced that the behavior will result in a negative outcome, I am likely to be negative about it.
My impressions of the opinions of others around me, such as my parents, friends, co-workers, and partners, impact my perceptions. According to the notion of reasoned action, everybody has an opinion about whether these people or groups would accept or disapprove of the behavior. But I also have to consider how driven I am to follow their instructions. This varies depending on the circumstance.
By emphasizing norms and perceptions, the theory of reasoned action provides a foundation for identifying and understanding the deeper motives for an individual's intent to behave in a certain way or not. The Concept of Reasoned Deed gets its name from the focus on understanding these reasons, not from the fact that the ideas and perceptions are inevitably reasonable or proper.
Family Decision-Making Model
Every member of a family plays a critical role when it comes to decision-making. When it comes to consumer behavior, every member reveals different characters. During the purchase decision, the roles played are totally different in regards to this type of model. A family has six kinds of consumers who exert influence on what the family will consume. These consumers encompass the decider, user, influencer, gatekeeper, preparer, and the person who does the buying.
I was the user in my family as I planned to use the car my family was planning to buy during the summer and use it to go to the playing ground, which was a few kilometers from home (Ellis and Helaire,2021). My young brother was also claimed that he would be using while going to school. When the family sat down to decide to purchase the car, my brother and I were the two of us to be consulted as the user.
My mother was the one who was influencing the family to purchase a car. She could update the family about the new model of cars available in the ma4rket and the current price of the different cars. She could convince the family to go for Toyota Hilux, a double cabin. Her role would later play a key role in the ultimate decision which my family took.
My elder brother was the one who gave the car model the final shape in which it was actually was going to be utilized by my brother and me in the family. My uncle influenced the family members to go for the car model, which my mother suggested and which also felt would be useful for the entire family. My uncle safeguarded the gates disallowing any car model information that the family did not like reaching the family members. He aided the family in making the decision as he had actually filtered much of the information attributed to the decision-making of purchasing the car.
My dad became the buyer of the car. Though he listened to everyone's concern within the family, he would be the one to play the role of buying the car model my mother suggested. My dad makes the final option or the final decision of purchasing the car. My older aunt was the decider in the family as she was the one giving the money to my dad to purchase the car. In the consumer behavior concepts, the aunt has the upper hand in the decision-making in these particular circumstances. The family decision-making model hence assumes into account the several roles played by the different family members and their influence in the decision pertaining to buying the car or goods and services.
Motivation-Need Theory
Abraham Maslow developed the hierarchy of human needs in 1943, and it echoed across the field of psychiatry. Individuals, in his opinion, act in ways that suit their requirements, grounded on a five-part priority system (Paul, 2021). Some of the most significant characteristics are physiological, comfort, love, dignity, and identity.
I have been able to use Maslow's concepts while I was in business schools and accounting classes to highlight the necessity to customize marketing information to me as the customers in a certain way.
Marketing efforts are a necessity, raise consciousness about the product and establish a merchandise's apartment in the hierarchy of stresses. One in a situation of either paying my school fees or buying food as I had nothing to eat. As a student and at the same time as the consumer of education and, on the other hand, consumer of the foodstuff I used to eat, I was compelled to prioritize buying food which is a need at the bottommost of the pyramid. As a result, marketers must construct a message that creates a sense of need and immediacy in their audience.
Marketers have indeed been able to effectively exploit motivation-need theory by creating a fictitious need for consumers. Modern luxury car manufacturers excel at stressing safety and security features overlooks in their vehicles. According to the customer, the only option to just provide adequate safety mechanisms for their family is to spend a large sum of money on a high-end luxury vehicle.
Hawkins Stern Impulse Buying
Hawkins Stern was a staunch believer in irrational behavior, despite the fact that many consumers' behavioral theories stress reasoned action. Sudden purchase impulses should indeed be incorporated alongside rational buying decisions, according to Stern, in order to provide a whole image of the average consumer (Carveth,2021). Impulse purchases are motivated mostly by outside stimuli and bear little relation to decision-making. Stern identified four distinct sorts of buyers. These are mostly unpolluted impulse buying, like a bar of chocolate in at the supermarket counter line.
Second, placing a display of hot dog rolls next to a meat freezer encourages buyers to make impuls...

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