The Behavioral Intentions of Consumers - Essay Example

Consumer Behavior Consumer Behavior Introduction This paper aims at discussing the various factors that influence consumers’ behavioral actions. The essay will also examine whether behavioral intentions of consumers can be considered as valid predictors of consumer behavior. The paper will also focus on the various ways that marketers can use to try and influence behavioral intentions in practice. In order to critically analyze consumer behavior, this paper will rely on relevant real life examples as well as consumer models and theories that help one to comprehend the whole concept of consumer behavior, the various factors affecting it and how it is influenced by contemporary marketing practices. Consumer behavior refers to the processes that consumers use to identify, select and buy products, services, ideas and experiences from different sellers. Consumer behavior brings together the elements of economics, psychology and sociology as it attempts to explore the decision making processes of consumers in buying products, either as groups or as individuals (Blackwell, and Engel, 2006). Consumer behavior is influenced by a lot of different factors including behavioral intentions, demographics, reference groups, friends and the wider society that they live in. behavioral Intentions (BI) refers to the subjective probability or perceived likelihood that individuals will engage or cat in certain behaviors. Behavioral intention implies the willingness and ability of individuals to perform the behavior and is distinct from other concepts such as self prediction and desire. Behavioral intention reflects how one plans and works hard to make sure they perform the intended behavior. Consumer behavioral intentions refer to the willingness and ability of consumers to buy certain products and services at a given time (Blackwell, and Engel, 2006). There are three main factors affecting behavioral intentions of consumers, namely; social, psychological and personal factors. Personal factors are unique to the individual consumer and include the age, sex, race or the demographics of the place where the consumer comes from. Social factors refer to the external influences that shape the consumer’s buying decisions including the economic conditions, environmental conditions, reference groups, family, opinion leaders, culture and one’s social class (Blackwell, and Engel, 2006). Psychological factors affecting behavioral intentions of consumers include motives, perceptions, attitudes, personality, and knowledge and ability of the consumers regarding the available products and services. Consumer behavior intentions can be analyzed and understood based on various theoretical models including the black box model and other theories such as information such theory. The black box model shows the interaction between different stimuli, consumer responses, consumer characteristics, and decision processes. The model is closely related to the black box theory of behaviorism. The information search theory was stipulated by Belch and Belch (2007) states that consumers are engaged in both internal and external search for information before deciding where or not to buy products and services. The attitudes and perceptions derived from the information gathered will in turn affect their behavior intentions. Consumer behavior is also influenced to a large extent by contemporary marketing practices (Blackwell, and Engel, 2006). Contemporary marketing practices determine the kind of product information that the consumers will be able to access. Available product information affects consumer behavior as the consumers will be able to make judgments about products grounded on the information they know about the products and services available in the market. Relationship marketing for instance is an emerging type of marketing that focuses on affirming the importance of the consumer in the marketing process by analyzing consumer behavior and aiming at fulfilling the needs of the consumers. This paper will delve in to the concept of behavior intentions of consumers by critically analyzing the various factors affecting the way consumer make their purchasing decisions. The different models of analyzing consumer behavior will also be discussed in detail in the following sections of the paper together with the impact and influence of marketing practices on behavior intentions of consumers. Main factors influencing consumer behavior intentions Behavior intentions of consumers are influenced by a wide range of influences, some of which may be afar the control of marketers, but still form a greater portion of consumer preferences for specific brands in the market. It is however important for marketers to understand these factors and try to incorporate them in to the marketing mix in order to appeal to more consumers (Blackwell, and Engel, 2006). The length of duration that consumers engage in before making purchasing decisions varies depending on the behavior intentions and on different other factors such as the people around them. Some consumers have prior knowledge of products and services and therefore buy them whenever they need them, other are very loyal to certain products while others may opt to experiment and switch between products from time to time (Khosla, 2010). Before understanding the factors influencing consumer behavior intentions, it is important to understand the process that consumers go through before deciding to buy specific products and services. Consumers basically go through five different stages before making a decision to buy a products or a service. These stages include problem recognition, information search, evaluation of alternatives, purchase decision, and post purchase behavior (Khosla, 2010). A consumer who wants to buy a burger for instance will first recognize the need to have the burger, for instance if he feels hungry. He will then seek information on the best stores that sell burgers and proceed to make the buying decision after evaluating the different alternatives in terms of their prices and customer service. Post purchase behavior may include either liking or disliking the services and the burger offered to him and deciding whether he will go back for another burger later on or not (Khosla, 2010). Some consumers may take a very short time to make a decision and may not necessarily go through all the five phases of consumer decision making. Consumer behavior intentions are mainly influenced by three main factors namely the personal, social and psychological factors. Personal factors are unique to each consumer and determine what each consumer prefers to buy given a variety of products and brands available in the market (Khosla, 2010). Different people have different tests and preferences. Personal factors affecting consumer behavior include the age, sex, race, lifestyles, economic conditions and the demographics of the place where the consumer comes from (Scholz et al, 2008). Consumers with better economic conditions and lavish lifestyles have the ability to purchase a lot of expensive valuable brands while on the other hand poor individuals may be forced to settle for cheaper brands with less value. Some products target people of difference races, religions and sex. The consumers will therefore focus their behavior intentions to be attracted to those products and services that help them express their sex, religion and race adequately (Blackwell, and Engel, 2006). Social factors refer to the external influences that shape the consumer’s buying decisions including the economic conditions, environmental conditions, reference groups, family, opinion leaders, culture and one’s social class. These social factors may either directly or indirectly influence the behavior intentions of consumers. A consumer’s decision to purchase particular products and services may be influenced by his peers or family who have used the products and services before and recommend it to him (Khosla, 2010). One’s social class can also affect ones’ behavior intentions because one will only be attracted to brands that reflect his or her position or class in the society. Influential individuals will be attracted to expensive and most valuable products so as to reflect their status and social class in their societies. One’s cultural and religious beliefs also help to shape his or her behavioral intentions (Scholz et al, 2008). The psychological factors affecting behavioral intentions of consumers include motives, perceptions, attitudes, personality, and knowledge and ability of the consumers regarding the available products and services. The psychological factors are those factors that affect the mental processes of consumers and determine their thinking in relation to purchasing decisions. The services offered at shops as well as the environment within which the products and services are sold have huge impacts on the psychology of consumers. The motivation of consumers to buy products and services can be related to Maslow’s Hierarchy of needs which shows that people are motivated depending on their different needs (Khosla, 2010). The attitudes and perceptions of consumers towards certain brands can also determine their behavior intentions. If the consumer likes certain brands, they will be willing to purchase them (Blackwell, and Engel, 2006). A consumer who hates McDonalds for instance may develop negative attitudes towards the company and its brands and may not be interested in buying them. Different models of analyzing behavior intentions Understanding consumer behavior is a very fundamental part any marketing strategy. Marketers ought to understand how consumers make their purchasing decisions and the various factors that determine or influence their purchasing decisions in order to customize their products to meet the needs of the target consumers. Consumers are only attracted to products and services that suit their tastes and preferences. There are various theories and models of describing and analyzing consumer behavior and these can be useful tools for marketers in understanding their target consumers (Scholz et al, 2008). One major model is the black box model that borrows much of its assumptions from the black box theory of behaviorism. This model considers the responses of consumer to different stimuli to be a result of rational and conscious decision making process where the consumer knows what he or she needs before making the decision to buy. The model shows the interaction between various stimuli and consumer characteristics as well as decision making process. The model examines the various environmental factors which are made up of two types of stimuli; the marketing and environmental stimuli. These factors are checked against the buyer’s box which is made up of consumer characteristics and decision processes in order to determine the responses c the consumers to the stimuli presented to them. Another model of understanding consumer bevahior is the consumer involvement theory. This is one way of understanding the psychology and behavior of consumers in order to boost marketing efforts of an organization (Foxall, 2005). An organization should consider the level that a consumer has wioth its products in order to device a great marketing strategy. Involvement refers to the level of interaction that the consumers have with products. High involvement exists in products that are considered essential in the lives of the consumers whereas low involvement is exists in products that are cheap and have many substitutes (Foxall, 2005). An example of high involvement is in expensive products such as vehicles, homes and print advertising because items are considered significant in lives of consumers. Low involvement exists in products like foodstuff and personal care products because they are almost similar and comnsumers have a wide range of alternatives. These products need a lot of sales promotion in order to influence consumer behavior intentions. Influence of Marketing Practices on Behavior Intentions Product information is one of the stimuli that consumers respond to when making their purchasing decisions. Product information reaches the consumers through the marketing efforts of companies and brands. This illustrates the significance of having an elaborate marketing plan since marketing in turn influences buyer behavior intentions among consumers (Foxall, 2005). A good marketing strategy shows an understanding of the needs of consumers and steps in to portray the product or service as being able to fulfill the need. Marketing practices should aim at providing the consumers with enough information about the products so as to help them make appropriate decisions. Available product information affects consumer behavior as the consumers will be able to make judgments about products centered on the information they know about the products and services available in the market. Relationship marketing for instance is an emerging type of marketing that focuses on affirming the importance of the consumer in the marketing process by analyzing consumer behavior and aiming at fulfilling the needs of the consumers (Foxall, 2005). Bibliography Blackwell, M. and Engel N. 2006. Consumer Behaviour (10th Ed.). Thomson Learning. Foxall, G. 2005. Understanding Consumer Choice. Baingstoke. Palgrave Macmillian. Khosla, S. 2010. "Consumer psychology: The essence of Marketing". International Journal of Educational Administration 2 (2): 220–220. Scholz, U., Schüz, B., Ziegelmann, J. P., Lippke, S., & Schwarzer, R. 2008. Beyond behavioural intentions: Planning mediates between intentions and physical activity. British Journal of Health Psychology, 13(3), 479-494 Read More