Mediating Role of Concern for Consequences. The mediating role of employee satisfaction. How functional and emotional ads drive smartwatch adoption: The moderating role of consumer innovativeness and extraversion.
Consumer behavior[ edit ] Consumers behavior Consumer behavior refers to the processes consumers go through, and reactions they have towards products or services  Dowhan, It is to do with consumption, and the processes consumers go through around purchasing and consuming goods and services  Szwacka-Mokrzycka, Consumers recognise needs or wants, and go through a process to satisfy these needs.
Consumer behavior is the process they go through as customers, which includes types of products purchased, amount spent, frequency of purchases and what influences them to make the purchase decision or not. There is a lot that influences consumer behavior, with contributions from both internal and external factors  Szwacka-Mokrzycka, Internal factors include attitudes, needs, motives, preferences and perceptual processes, whilst external factors include Consumer behavior and marketing factors influencing activities, social and economic factors, and cultural aspects  Szwacka-Mokrzycka, Doctor Lars Perner of the University of Southern California claims that there are also physical factors that influence consumer behavior, for example if a consumer is hungry, then this physical feeling of hunger will influence them so that they go and purchase a sandwich to satisfy the hunger  Perner, Consumer decision making There is a model described by Lars Perner which illustrates the decision making process with regards to consumer behavior.
It begins with recognition of a problem, the consumer recognises a need or want which has not been satisfied. This leads the consumer to search for information, if it is a low involvement product then the search will be internal, identifying alternatives purely from memory.
If the product is high involvement then the search be more thorough, such as reading reviews or reports or asking friends. The consumer will then evaluate his or her alternatives, comparing price, quality, doing trade-offs between products and narrowing down the choice by eliminating the less appealing products until there is one left.
After this has been identified, the consumer will purchase the product. Finally the consumer will evaluate the purchase decision, and the purchased product, bringing in factors such as value for money, quality of goods and purchase experience  Model taken from Perner, The price of a good or service is largely determined by the market, as businesses will set their prices to be similar to that of other business so as to remain competitive whilst making a profit  Clemons, When market prices for a product are high, it will cause consumers to purchase less and use purchased goods for longer periods of time, meaning they are purchasing the product less often.
Alternatively, when market prices for a product are low, consumers are more likely to purchase more of the product, and more often. The way that promotion influences consumer behavior has changed over time.
In the past, large promotional campaigns and lots of advertising would convert into sales for a business, but nowadays businesses can have success on products with little or no advertising  Clemons, This is due to the internet, and in particular social media.
They rely on word of mouth from consumers using social media, and as products trend online, so sales increase as products effectively promote themselves  Clemons, Thus, promotion by businesses does not necessarily result in consumer behavior trending towards purchasing products.
The way that product influences consumer behavior is through consumer willingness to pay, and consumer preferences  Clemons, This is due to consumer willingness to pay, or their willingness to part with their money they have earned.
Product also influences consumer behavior through customer preferences.
For example, take Pepsi vs Coca-Cola, a Pepsi drinker is less likely to purchase Coca-Cola, even if it is cheaper and more convenient. This is due to the preference of the consumer, and no matter how hard the opposing company tries they will not be able to force the customer to change their mind.
Product placement in the modern era has little influence on consumer behavior, due to the availability of goods online  Clemons, If a customer can purchase a good from the comfort of their home instead of purchasing in-store, then the placement of products is not going to influence their purchase decision.Making sense of the “clean label” trends: A review of consumer food choice behavior and discussion of industry implications.
Social factors affecting consumer buying behavior: A customer’s buying behavior is also influenced by social factors, such as the groups to which the customer belongs and social status. Each culture contains “sub-cultures” – groups of people with share values. Selected Journal Articles** Impact Factor Journals.
Forthcoming in Muhammad Mohsin Zahid, Bakhtiar Ali, Muhammad Shakil Ahmad, T. Ramayah & Naila Amin (). Consumer Preference for Foreign Products: Investigating the factors influencing Consumers to prefer foreign Products over local ones (A Case From Pakistan) [Amir Ishaque] on attheheels.com *FREE* shipping on qualifying offers.
Understanding for consumer decision pattern and preferences is the priority of the companies so as to retain and win new customers in the current market.
How marketing campaigns can be adapted and improved to more effectively influence the consumer These considerations are influenced by three factors: Personal factors – .
Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the actions of the consumers in the marketplace and the underlying motives for those actions.