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EMOTIONS AND HOW COMPANIES UNDERSTAND AND USE IT TO INFLUENCE ON CONSUMER BEHAVIOUR
Pages 7 (1757 words)
Consume emotional behavior deals with the study of organizations, individuals, groups and the methods they use to secure, select, and employ experiences, product, services, or ideas to meet the needs, and the effect of these methods on the society and the consumers.
Consumer emotional behavior is a mixture of elements of economics, sociology, psychology and social anthropology. It attempts to examine the behavior processes behind decision making of buyers at groups and individual level (Arora 2013, 53). In addition, it studies the characters of individual buyers, for example, their location and behavior changes to understand people’s need and wants. It also assesses the impact family, reference groups, friends and society have on the consumer. The study of customer emotional behavior depends on the consumer buying conduct. The customer plays three important roles: user, buyer and payer. Research conducted by Foxall shows that it is difficult to predict the behavior of consumers (Foxall 2013, 24). Relationship marketing best analyzes the behavior of the customer because it focuses on the importance of the buyer or customer. It emphasizes on customer relationship management, customization, consumer retention, one-to-one marketing and personalization. Social function is divided into welfare function and social choice. One of the most difficult and important task is to understand why consumers make decisions. ...
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