Consumer Behavior (Essay Sample)

Consumer Behavior
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Consumer behavior
Consumer behavior is the process that people engage in when purchasing, searching, selecting, using, evaluating, and disposing of their goods and services CITATION pow \l 1033 (powerpoint). From Maslow hierarchy of needs theory and psychoanalytic theory by Freud, it is motives that make people want to buy various products. Branding is one of the crucial elements that influence the judgment of consumers. Most businesses are therefore forced to work on their brands. This, unfortunately, has led to some practices like private-label brands imitating the name brands. The strategy is working to draw more customers to buy their product
In advertising, there are two principal behaviors. The classical condition and the Operant (instrumental conditioning).The classical conditioning is a form of associative produces a stimulus because of its association with another independent-unconditional stimulus. This is the case with new brands. The operant stimulus is a learning theory that views a certain behavior as being dependent upon the outcomes or consequences of a particular action. The classical conditioning is associated with invoking similarly conditioned responses to a stimulus, people respond to other stimuli the same way that the respond to the original stimulus. Private branding usually uses "piggy banking" to build on impressions made by major brands. Their experiences determine Consumer's behavior towards purchasing .therefore a consumer will purchase the same item as long as it meets their purpose. A consumer finds it difficult to respond immediately to a new product unless it proves very useful.
The competitive interferences also influence consumer behavior. Competitive interferences increase as the same ads within the same category increases. This helps to improve the consumer’s memory. A company that imitates the label of another can build on this to improve its number of sales. More and more advertisement according the hypothesis theory detection increases with the familiarity of a person towards something. Consumers are likely to purchase a more familiar brand than an unfamiliar one. Consequently, participants who are exposed to strengthened items have a larger range and are more likely to us...