Title: Consumer Behavior Word Count: 2719 Introduction: The topic concerning consumer behavior has, in the recent years, gained more importance, particularly in terms of its use in marketing. Different marketing plans and activities are capable of being determined with the help of an understanding of consumer behavior…
Thus a study and understanding of this topic can be realized to be of most value to the marketers who need to understand the behavior of the consumers in order to target their minds accordingly (Blythe, 2008, pp.3-8). The need for understanding the behavior of the consumers is mostly needed by marketers since it helps to identify the psychology of the consumers for particular products available in the market. Also the influence of the products and their brands on the consumers can be determined. This enables the marketers to identify and target their customers accordingly realizing their choices and preferences, their lifestyles, their income and ways of expenditure, and mentalities towards particular products or services (Role of Consumer Behaviour in Marketing, 2012). An important feature of marketing is the marketing mix that refers to the plans and ideas combined and represented by marketing representative intending to promote a specific product or a brand. The different elements of marketing mix include, in association with the product, the product, price, place, promotion, people, process, and physical evidence (Marketing Mix- Meaning and Its Elements, 2012). The present study focuses on an understanding of the marketing stimuli that influences consumer behavior, the marketing mix stimuli that are formed in order to influence the behavior and responses of the consumers, their obvious behaviors, their emotions and feelings in association with products available in the markets. In other words, the cognitive response, affective response and behavioral responses of the consumers would be studies. Marketing Mix and Cognitive Response of Consumers: Cognitive response of a human being refers to the behavior that emerges from persuasive communication with another party (Cognitive Response Theory, 2000). Thus in regard to marketing and the use of marketing mix, the cognitive response of the consumer can b realized to be the one that is obtained as a result of the persuasion that the marketing mix is capable of presenting in front of the consumers. There are different theoretical approaches to understand the behavior of consumers. One of these is the cognitive approach. This approach attributes behavior or the action that may be observed to intrapersonal cognition. In this regard, an individual is considered as a processor of information. It is observed and discussed that the environment as well as the social knowledge that an individual experiences are influential on the behavior of the consumer. In other words, the environmental and social stimuli are received by the consumers as inputs for different products depending on which their purchasing decisions may vary (Bray, n.d., p.6). A response model may be illustrated as provided in the following figure: Figure 1: Stilumus-Organism- Response Model of Decision Making (Bray, n.d., p.7). According to the above figure, there lies a linear relationship between the stages of stimuli, organism and response where the external stimuli that act upon the individuals include the environment and society. Studies by modern theorists “acknowledge that information processing is conducted by an active organism whose past experience will influence not only the processing of such information but even what information is sought and received” (Bray, n.d., p.7). ...
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