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澳洲essay范文:消费者行为的重要性

时间:2017-05-23 18:24来源:www.ukassignment.org 编辑:cinq 点击:
本文是澳洲留学生essay范文,主要内容是研究消费者行为的重要性,以及营销人员如何应用消费者行为的概念和理论。
在推出产品之前,了解消费者的行为对任何组织都很重要。如果组织未能分析顾客对某一特定产品的反应,企业将面临损失。消费者的行为是非常复杂的,因为每个消费者有不同的心态和态度,购买,消费和处置产品。了解消费者行为的理论和概念有助于成功地销售产品或服务。此外,研究消费者行为在许多方面有帮助。随着生活水平、趋势、时尚和技术的不断变化,消费者对产品购买的态度各不相同。了解这些因素是非常重要的,因为产品的营销在很大程度上取决于这些因素。因此,消费者行为作为一个成功的工具,营销人员在满足他们的销售目标。
 
Introduction 概况
Understanding consumer behaviour is important for any organization before launching a product. If the organization failed to analyse how a customer will respond to a particular product, the company will face losses. Consumer behaviour is very complex because each consumer has different mind and attitude towards purchase, consumption and disposal of product (Solomon, 2009). Understanding the theories and concepts of consumer behaviour helps to market the product or services successfully. Moreover, studying consumer behaviour helps in many aspects. As there is constant change in the living standards, trend, fashion and change in technology; consumer's attitude towards the purchase of product varies (Kumar, 2004). Understanding these factors is of utmost importance because the marketing of product are largely dependent on these factors. Thus, consumer behaviour serves as a successful tool for marketers in meeting their sales objectives.
 
This essay discusses the value to marketers of understanding the importance of, and applying consumer behaviour concepts and theories.
 
Consumer Behaviour 消费者行为
Consumer Behaviour or the Buyer Behaviour is referred to the behaviour that is displayed by the individual while they are buying, consuming or disposing any particular product or services. These behaviours can be affected by multiple factors. Moreover, it also involves search for a product, evaluation of product where the consumer evaluate different features, purchase and consumption of product. Later the post purchase behaviour of product is studied which shows the consumer satisfaction or dissatisfaction where it involves disposal of product (Solomon, 2009).
 
The customers while buying a product goes through many steps. The study of consumer behaviour helps to understand how the buying decision is made and how they look for a product. Moreover, the understanding consumer behaviour also helps marketers to know the what, where, when, how and why of the consumption of product consumption (Kumar, 2004). These help marketers or organizations to know the reason behind the purchase of product by consumers and how it satisfies them. Among other factors, the basic needs like shelter and hunger along with craving for psychological fulfilment tends consumer to buy a certain product or services.
 
Importance of Consumer Behaviour to business managers 消费者行为对企业管理者的重要性
The main purpose behind marketing a product is to satisfy demands and wants of the Consumers. Study of consumer behaviour helps to achieve this purpose. As consumers are the most important person for marketer or sales person, therefore it is important for them to consider the likes and dislikes the consumers so that they can provide them with the goods and services accordingly (Solomon, 2009). The more careful analysis helps in more exact prediction about the behaviour of consumers of any product or services. The study of consumer behaviours helps business manager, sales person and marketers in the following way.
 
To design the best possible product or service that fully satisfies consumer's needs and demands.
To decide where the service or product would be made available for easy access of consumers.
To decide the price at which the consumers would be ready to buy that product or service.
To find out the best method of promotion that will prove to be effective to attract customers to buy a product.
To understand why, when, how, what and other factors that influence buying decision of the consumers.
Importance of Consumer Behaviour to Marketers
It is important for marketers to study consumer behaviour. It is important for them to know consumers as individual or groups opt for, purchase, consumer or dispose products and services and how they share their experience to satisfy their wants or needs (Solomon, 2009). This helps marketers to investigate and understand the way in which consumers behave so that they can position their products to specific group of people or targeted individuals.
 
In regard to the marketer's view point, they assume that the basic purpose of marketing is to sell goods and services to more people so that more profit could be made. This principle of making profits is heavily applied by almost all marketers. Earlier, the marketers were successful in accomplishing their purpose. However, today, as the consumers are more aware about the use of product and other information of the product, it is not easy to sell or attract customer to buy the product (Kumar, 2004). Thus, in order to sell a product or service or to convince consumers to buy product, the marketers have to undergo through proper research to win them over.
 
The following are some of the points discussed that explains the value to marketers of understanding and applying consumer behaviour concepts and theories.
 
To understand Buying Behaviour of consumers
To create and retain customers though online stores
To Understand the factors influencing Consumer's buying Behaviour
To understand the consumer's decision to dispose a product or services
To increase the knowledge of sales person influence consumer to buy product
To help marketers to sale of product and create focused marketing strategies
1. To understand Buying Behaviour of consumers
The study of consumer behaviour helps marketers to recognize and forecast the purchase behaviour of the consumers while they are purchasing a product. The study of consumer behaviour helps the marketers not only to understand what consumer's purchase, but helps to understand why they purchase it (Kumar, 2004). Moreover, other questions like how, where and when they purchase it are also answered. The consumption and the reasons behind disposition of that particular product or services help marketers to be fully aware of the product that is marketed. The consumer behaviour studies also help marketers to understand the post purchase behaviour of the consumers. Thus, the marketers become fully aware about every phase of consumption process i.e., pre-purchase behaviour, behaviour during purchase and post purchase behaviour. Many studies in the past shows that each consumer behaves differently for a product i.e., they buy the product for different reasons, pays different prices, used the product differently and have different emotional attachments with the product (Solomon, 2009).
 
2. To create and retain customers though online stores
Professor Theodore Levitt says that consumer behaviour is of most importance to marketers in business studies as the main aim is to create and retain customers (Kumar, 2004). If the consumers are satisfied with the product, he or she will buy the same product again. Therefore, the product should be marketed by markers in such a way that convince customer to buy the product. Thus, creating customer and the retaining those customers are important. These can be done through understanding and paying close attention towards the consumer's behaviour while making purchase decision or buying a product in market place. Moreover, the information published on the websites largely influence the customer's buying behaviour. Such information on published sources arouse consumer to buy a product or service. Moreover, updating such information will help the consumer to retain to a product or re try the product if the product has dissatisfied them (Solomon, 2009).
 
3. To understand the factors influencing Consumer's buying Behaviour
It is important for marketers to consider the factors that affect the buying behaviour of consumer before entering the market. There are many factors that can influence the purchase decision of consumers such as social influence, cultural influences, psychological factors and personal factors (Super Professeur, 2011). Understanding these factors helps marketers to market the product on right time to the right consumers. For example, if marketer is marketing a product which is Halal. The marketers first consider all the factors that can influence consumers to buy Halal products, where they can target specific areas where Halal food is more sold.
 
The marketers need to pay attention to cultural influences such as religion, values and norms of the people or societies targeted and lifestyle of the targeted consumers. The marketers can propose different strategies that convince the targeted consumers to buy marketed products or services.
 
Moreover, the marketers should be ascertain the factors that influence and affects purchase decision of consumers (Solomon, 2009). If the marketers failed to understand the factors that might influence consumers, they will fail to convince the consumer to purchase that product or will fail to meet the demands of consumers. Some variables cannot be directly observed (Super Professeur, 2011). In such case, thorough understanding of concepts and theories of consumer behaviour helps marketers to predict the consumer's buying behaviour to a reasonable extent. Thus, understanding consumer's behaviour to buy a product is complex and requires marketers to continuously understand and apply various concepts and theories for successful marketing.


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