Consumer Behavior Can Be Termed Way People †Myassignmenthelp.Com

Question: Why Consumer Behavior Can Be Termed Way People? Answer: Introduction Consumer behavior can be termed as the way people buy and use products and services of the company. The examination of Consumer Behavior assists firms to advance their marketing approaches by considering the issues such as how consumer thinks, feels while purchasing a product. In terms of definition, Consumer behavior can be defined as the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and the society. Understanding the consumer behavior is very important aspect of marketing. It is the study on the process on how an individual feels, wants at the time of buying a product. Acknowledging the consumer behavior allows active companies to increase their market share. These companies are able to increase their market range by anticipating the changes in the consumer needs. This report is on the theme of customer behavior. It will outline two individual factors that have its influences on their buying behavior. It will analyze how these two factors influences impact on the consumer purchasing decision making process. After that the study will present how these two individual influences need to be considered along with the consumer decision making and experiences. In addition to this, the study will also discuss how marketers can apply this critical understanding of individual influences on customer decision making and how to implement these factors effectively to improve the performance of an organization. Customer Behavior Consumer behavior can be termed as the way people buy and use products and services of the company. The examination of Consumer Behavior assists firms to advance their marketing approaches by accepting the issues such as how consumer thinks, feels while purchasing a product. Understanding the consumer behavior is very important aspect of marketing. It is the study on the process on how an individual feels, wants at the time of buying a product (Babin, Harris, 2016). Acknowledging the consumer behavior allows active companies to increase their market share. These companies are able to increase their market range by anticipating the changes in the consumer needs. Consumer behavior is influenced by numerous things, including the marketing and environmental factors, the psychological, personal and situational factors, culture and family. Companies always try to figure out the trends in customers in order to understand the customer preferences (Brosekhan, Velayutham, 2013). They always try to impact a customer buying behavior with things they can govern such as availability of the products, store layout, advertising and pricing. All these things influence a purchaser to buy products or to buy nothing. About Motivation: Motivation is the internal drive that portrays the goal focused arousal. In the context of consumer behavior, motivation is the result of a desire for a product, service or experience. Motivation is the thing that aims to satisfy the customer needs and wants by purchasing and using of the product and services. Abraham Maslow, an American psychologist developed a hierarchy of needs (Eastin, Daugherty, Burns, 2011). The diagram of this hierarchy of needs is shown below: Figure 1: Maslow's Hierarchy of Needs According to this concept, people must needs to achieve their basic needs such as food, water and sleep before they can take some actions to fulfill the higher-level needs. The need for food is frequent, while the other needs, such as shelter, safety, and clothing tend to be durable (Eastin, Daugherty, Burns, 2011). In the customer behavior context, the motivation refers to all the procedures that make a man to perceive a need and pursue a definite course of action to meet that need. Every individual has some needs that he or she aims to be fulfilled. Primary needs of an individual are food, clothing and shelter and after that come the society, culture and many more. Marketers have to recognize the reasons of their potential consumers to have good sales. A buyer has several motives and each of these motives changes with various elements (Eastin, Daugherty, Burns, 2011). With these, marketers can surely help their customers by changing the marketing approach so that struggle could b e closed. One of the major conflicts that arise while buying a product is a situation where the customer has two different choices of similar products and services. One of the Apple products namely the iPhone 5s and 5c was addressed according to the needs of individuals life-cycle stage, occupation and economic situation. The company designed the 5c to meet the requirement of younger generation by offering the product at low price with options of color optimization (Eastin, Daugherty, Burns, 2011). Whereas, the company designed the 5s that offers more features but are placed at a higher price. It was developed to meet the requirement of mainly the corporate peoples. About Consumer perception Consumer perception can be termed as the marketing theory that contains a customers impression, awareness and consciousness about the corporation and its offerings. Customer perception is mainly affected by publicity, reviews, social media, public relationships and other channels. The perceptions customers have of commerce and its products or services have a noteworthy effect on the buying manners (Fatima, Lodhi, 2015). This is the reason behind the expenditure done by the businesses, honing their customer service and ding whatever the companies do influence the perceptions of the target consumers. At the time of buying a product, customer examines all the information they have regarding that company to form a decision whether it is good to purchase from the company or whether the company offers value or not. Another factor that companies utilize to alter the customer perception is the exposure. Companies try to provide more and more information regarding the product, so that custom ers could have more and more information (Hogg, 2006). Business firms do all that is possible to publicize their offerings. In order to influence the perception of the consumers, it is essential that companies not only expose its products to consumers, but also have to make its product extraordinary from the rest of the products. Perception is about how a person synchronizes the world around him or her to make sense on it. Consumers in the current business situation are attacked with messages on television, radio, magazines and internet (Hogg, 2006). Shoppers are now surfing the internet, watching television, checking the cellphones for messages; all these convey some form of information to the customers by the advertisement done by companies for their products. Apple watch has changed the perception of customers regarding the smart watch. There are many smart watches available over the market such as Android wear, Moto 360 and Samsung gear S, but no one could match the superiority of Apple Smart watches (Hoyer, MacInnis, 2010). The watches from the company are beautiful and elegant, and its the object that a customer can wear in his or her day to day life. Apple watches takes the iPhones to a new level and puts all the daily funding organizers such as text messages, phone calls and calendar on wrist of the purchaser. One of the biggest changes that have come to the perception of the customers regarding the smart watches is that they can actually make phone calls through their wrist watch. People find this technology to be amazing. Motivation Motivation can be defined as the driving force within personalities that drives them to take actions. This driving force is shaped by some state for action that happens as the result of an unfulfilled need. People strive both unconsciously and consciously to decrease the stress through behavior that expect what will fulfill their needs and can relive them from the stress feel. Motivation is the character that asks questions to the consumer like why are you buying this product, why are you using this product, and why this brand? An individual is said to be motivated if his or her system is energized to be directed towards a specific goal (Ioan?s, Stoica, 2014). Thus, motivation can be termed as the force that impels individuals to buy products. According to various theories motivation is also termed as the root that minimizes the pain or bearings of the customers and maximizes their pleasures. Abraham Maslow, an American psychologist advanced a hierarchy of needs. According to this t heory, people must needs to fulfill their basic needs such as food, water and sleep before they can take some actions to fulfill the higher-level needs. The need for food is repeated, while the other needs, such as shelter, safety, and clothing tend to be durable (Ioan?s, Stoica, 2014). The theory stated that needs are hierarchically structured and that needs which are low in the category are need to be fulfilled first. In the current business situation, people of today are controlled by some specific symbol. People are now obsessed with these symbols. And there is a symbol that is the most famous symbol in the world- the bitten apple. There was no consumer electronic company that has changed the potentiality on how people use technology in the everyday lives (J. Johnson, Tuan Pham, Johar, 2017). But it is true with Apple. The Apple products such as iPod, iPhones, iTunes and Apple Watch changed the way people uses technology. When a person opposite to us is using Macbook, we could see the shiny silver bitten apple symbol. This Apple symbol is linked with the human leisure activities. The sign of the bitten apple indicates the upper class popular culture and their lifestyles. Veblen 1895 clarifies that this is due to emulation. The hierarchy of class shows off that emulation to us. Apple products are costly in compared to the products of its rivals (J. Johnson, Tuan Pham, Johar, 2017). The price of Macbook is almost double to some of its rivals laptops. But what makes people to choose the Apple products is its status symbol. Having Apple products, portrays that the consumer has the wealth and money to consume luxury products, thus belong what is called leisure class. Why customer motivation is important for businesses Individual characteristics have both psychological and personal factors. One of the most important factor that deliver variances in consumer purchasing behavior is motivation. MacFadyen 1998 has stated the importance of the role of goals, aspirations and symbolic needs (Jansson-Boyd, 2010). Theories of motivation of consumers clearly states that why they engage in a particular behavior in order to satisfy their needs. It is not only due to globalization that has differentiated in large scale between the products and services, but economies of the developed countries also have great hand in it. As every company aims at increasing its profit and sales revenue in order to gain the market share and to have big return investment. Company that receives in the stated has very good understanding of its customers and will be very successful just kike Apple (Khaniwale, 2015). The company understands that its must motivates its customers to buy its products and it can be seen in its every produ ct ads. Advertisements done by companies always developed with an aim to motivate its targeted customers to buy the products. Advertisements increase sentiments and approaches and displays that marketers have to reflect more than the single motive of the potential group. Consumer perception Consumer perception can be termed as the marketing theory that contains a customers impression, consciousness and consciousness about the company and its offerings. Purchaser perception is mainly exaggerated by publicity, reviews, social media, public dealings and other channels. The perceptions customers have of a business and its merchandises or services have a noteworthy effect on the buying actions (Kumar, John, Senith, 2014). Apple is very disruptive in its respective markets. The offerings of the company are very different, but one thing that the company matters the most is the customer perception. It is true fact that companies have to work hard in order to get the desired results and to meet the customer needs. But just meeting the customer perception is not enough. A company must be extraordinary and have to exceed the needs of the customers if companies want to be relevant. Technology has also disrupted the habits of the consumers. Customers are now not satisfied by just g etting their perception and need completed, they want to have more and more. Perception has become the king of the business and Apple is among those companies that have managed to meet the customers perception to an extended level. Perception is providing the customers what they needed and what they never expected of. Apple is the company that is currently at this level. It is true that we dont need an iPad before it was introduced. As it got introduced by the company, all the people arrived that embraced that product (Lee, LaRose, 2011). Products that create a new category dont focus on target markets or surveys during the development as unless the product is not ready, most of the customers cannot image it. There is always benefit of meeting the customer perception. Meeting the customer perception is about being loyal, profitable, and early adoptable customer base. Few years ago, Apple introduced MacBook Air, which dispatched the physical hard drives that brings the end of hard d isk crashes. It is natural that different customer have different perceive and perception on same product or service. A customer perception is a posing that may even diverge from what the producer or service provider or marketer had proposed (Noel, 2009). Customer perception sometimes causes serious problems to the todays company economy. Why customer perception is important for businesses In the current business situation, rivalry is getting more and more modest. That indicates that it is now more difficult for products and services to distinguish themselves from other presents that ever before. Competitive nature in the businesses is not just increasing due to globalization of production, logistics and access for data, but it is also increasing to the launches of new products and services by the companies. As the differences among the products are increasing and most of the companies are trying to win the rivalry among their competitors by doing price reduction in the products and services. In addition to this, the customer behavior has also become more hybrids (Peter, Olson, 2010). Customers are becoming more prices sensitive and always find ways to have the product at a low price. Negotiation for the product has been increased by the customers. But they are enjoying the branded and luxurious items. For many of the offerings, the balance of power has shifted toward s the customers. Customers are also now aware of the powers they have and their raises their expectation on how companies have to take care of them. Customer perception is influenced by a range of factors. Companies always have concern about that the product or service delivered to the customers have met their perception or not (Peter, Olson, 2010). Companys always wants to complete the needs of the customers. The whole process of consumption and all interactions are involved as a crucial importance in the operations of the businesses. Theories of consumer motivation There are some theories that are related to human motivation. Felser 2001 has mentioned different categories of theories. These theories assume that human beings only want to satisfy one particular motive. It is explained in the theory that current needs of the individuals are influenced by experiences in early childhood that relates motivation to anxiety (Peter, Olson, 2010). On the other hand, Freudian theory explains that marketing applications are investigated in the contents by the consumers. Another theory which is also the most famous theory regarding individual motivation is the Abraham Maslows hierarchy theory (Sahney, 2017). The theory defines the five basic level needs of human, which is arranged in a hierarchy based on its importance. These needs in order are physiological needs, safety needs, social needs, esteem needs and self-actualization needs. Maslow stated that lower level needs mainly the physiological needs and the safety needs have to satisfied first before an individual moves on to a higher order needs. But Belch Belch claimed that it is unlikely that people go through hierarchy needs in step by step manner. According to him, lower level needs are an ongoing source of inspiration of consumer purchasing behavior. As the physiological needs are met in most of the advanced countries, marketers usually tries to sell that fills the basic physiological needs by appealing to the consumers as the high level needs (Saito, 2009). This theory is completely supported by a TV as of instant-food manufacturer Maggi. It is likely that the potential viewer does not hunger but the advertisement made it to a higher need. There are different theories that have different perspectives about what motivate individuals. Motivation stand at the first stage or can be said as that it stands at the beginning of the purchaser buying decision process. It is significant for the marketers to comprehend how to activate these motives by using the appropriate steps and models to lead positive emotions and thus to a positive attitude to the product offered. It was stated by Ajzen 1988 that consumers motivation is related to the happenings of the organism (Schiffman, Wisenblit, 2015). If consumers are not activated towards any product or service, it is then the task of company advertisement to lift and upsurge this activity. Thence, marketers must utilize advertisements as emotions, attitudes and motives of the customers in order to access more attraction. Perrottet 1994 mentions that mass markets of the industrial age are falling into pieces and thus marketers should not tend to accept the paradigm of Maslow. Most in dividuals in the developed nations are not driven by basic needs like the physiological needs nor by the need of physical security. Thus, advertisements that utilize only basic needs to gain attention may not have big impact on motivating the customers to buy the products (Solomon, 2017). The issue regarding how motivations can be generated by advertisements to the highest extent in a consumer is the most critical issue for businesses. The purchases of the product by consumer depend on their involvement and requirements of the product. Theories of consumer perception The consumer perception theory is any effort to know the customers perception towards a product or service that influences their behavior. Those who examines the consumer perception understands why customers makes the decisions they do and how to effect or have make change in these decisions. Mainly, the consumer perception theory is utilized by marketers at the time over designing a product or service or a brand (Solomon, 2017). For businesses, consumer perception is the concept of what an individual thinks and believes about the companys product, service, marketing and branding. Just as sensory awareness links with how individuals perceive and occurs stimuli by their consumer perception that pertains to how people develop opinions about the company and the merchandises they proposes through the purchases they make. Businesses apply the consumer perception to govern how their targeted customers recognize them (Vathana Nila, 2012). Marketers also use the consumer perception theory to upsurge the marketing and publicizing approaches to preserve the current customers and attain new customers. If a consumer feels that the product can satisfy their perceptions and needs, it influences their buying behavior. This feeling among the customers is a consequence of several cognitive stages, thus most of the buyers are always in a state of confusion. According to the Ian Pavlovs classical consigning theory, marketers treat consumer as the subject who get exposed to the product on its packaging. This stimulus is the case that is heavily refined to affect the subjects response. It is also to achieve a anticipated consumer behavior (Vathana Nila, 2012). The classical conditioning theory expresses that the product wrapping has direct influences on the consumer perception regarding the product. The purchasing decision of a customer has to go through various affective mental stages before they could make any choice. Customers form an attitude towards the products that is based on what it is presented before them. When a customer recognizes a product or has looked twice on a product due to its packaging, it automatically changes the initial perception regarding that product. After that they actively look around and consumer information about that product through various channels. When a person buys a product, he or she examines all the data they have concerning that business to form a conclusion whether it is worthy to purchase from the corporation or whether the corporation offers value or not. Another issue that businesses utilize to alter the customer perception is the exposure. Businesses try to deliver more and more evidence on the subject of the product, so that clients could have more and more information (Vathana Nila, 2012). Business firms do all that is possible to publicize their offerings. From Torben Hansen conceptual framework it can be examined that relationship between various aspects regarding the consumer perception and affecting it progress through different stages. Marketers of Apple have to perceive a product that is high valued, as if the prod uct is high valued, customers will get satisfaction by actively engaging in decision making process. Conclusion It has been found from the study that motivation and perception has its influences on the consumer purchasing decision making process. The study also presented that how these two individual influences need to be considered along with the consumer decision making and experiences. In addition to this, the study also discussed how marketers can apply this critical understanding of individual influences on customer decision making and how to implement these factors effectively to improve the performance of an organization. It has been identified in the study that when a person buys a product, he or she examines all the data they have concerning that business to form a conclusion whether it is worthy to purchase from the corporation or whether the corporation offers value or not. The discourse also recognized that customer perception is influenced by a range of factors. Companies always have concern about that the product or service delivered to the customers have met their perception or not. Companys always wants to complete the needs of the customers. The whole procedure of consumption and all communications are elaborate as a crucial significance in the operations of the businesses. It has also been examined in the study that companies have to understand that it must motivates its customers to buy its products and the best process to do it is by motivating the customers in its every product ads. Advertisements done by companies always developed with an aim to motivate its targeted customers to buy th e products. Companies have to raise the emotions and attitudes of the viewers through TV ads and have to show them that the company is considering more than the single motive of the potential group. References Babin, B., Harris, E. (2016). Consumer behavior (1st ed.). Boston, MA: Cengage Learning. Brosekhan, A., Velayutham, D. (2013). 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