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Consumer Behaviour and Research - Essay Example

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Consumer Behaviour and Research

The theory presents a model that states the factors stimulating individual, group or corporate purchases, the intervening variables that may influence the purchase decisions, and the likely outcome of such purchase decisions. The factors influencing the purchase decision, according to this theory, is the sensitivity to information, perception bias and the active search for information, which ends-up indicating the favorable purchases to be done, based on the buyer preferences (Howard, 1965 p84). This is a progressive development from the earlier utility and Herbert Simon's satisficing life theories, which based the consumer behavior solely on the needs of the individual, ignoring all the intervening factors that could alter the purchase decision (Loudon, 1988 p 48). Theory of Reasoned Action (TRA) This theory was developed in 1975, postulating that the buyer decision is fully influenced by beliefs and attitudes (Foxall, 2005 p16). Thus, the process of buyer behavior is preceded by attitude formation, where the buyer evaluates the alternative products and services that are available to satisfy their needs, while gauging each product and services upon its effectiveness and attractiveness. The theory further advanced, to not only look at the attitudes, but also interrogate the behavior depicted by the buyer throughout the purchase decision and execution process (Engel, Kollat & Blackwell, 1968 p10). This advanced the development of the consumer behavior theories further, from a mere focus on the needs and satisfaction process, to the actual involvement of the buyer, in information evaluation and arriving at informed decisions (Massy, Montgomery, & Morrison 1970 p16). The Theory of Planned Behavior This is a buyer intention and prediction analysis...
The researcher of this essay aims to analyze the consumer behavior, that usually depicts the processes by which individuals or groups of people secure, utilize and dispose products or services, in a bid to satisfy their needs. Today, there are various theories that have been put across to explain the consumer behavior. Notably, theories of consumer behavior have been widely developed since 1800 to present day, with subsequent theories improving and expanding the previous ones. The development in the theories of buyer behavior took an upward trend starting 1950, with many researchers keenly engaging in the evaluation of the factors that influences the consumption behavior in individuals. The consumer behavior theories that have been subsequently developed include: Herbert Simon's satisficing life theory, the Theory of Buyer Behavior, Theory of Reasoned Action, The Theory of Planned Behavior. These theories were analyzed in details in this essay. The researcher also described the online buying, that has become a norm for many people, owing to the recent technological developments that allow individuals to purchase products and have them delivered, in the comfort of the houses. While traditionally people used to visit stores and premises to inspect the products on sale, they are currently viewing the products online, while assessing their features and usability from the seller’s website, so that straight-to-the-point description of the products are needed for the implementation of the successful strategy. ...Show more

Summary

This essay discusses several questions, that are aimed to analyze the consumer behavior in the modern business field. The researcher also analyzes the Theory of Buyer Behavior, Theory of Reasoned Action, The Theory of Planned Behavior as well as online purchases. …
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Consumer Behaviour and Research essay example
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