Johnny Ch Lok

Organization Sale Department Behavioral Psychology Johnny Ch Lok

Consumer behavior refers to the behavior that consumers display in searching for purchasing, using, evaluating and disposing of products and services that who expect will satisfy their needs and it's behaviors that are directly involved in the action of obtaining, consuming and spending products/services, including the decision processes that precede and follow these actions. The knowledge of consumer behavior helps the marketer to understand how consumer think, feel and select from alternative like products, brands and the like and how the consumers' buying behaviors are influenced by their environment, the reference groups, family and salespersons. Most of the factors are uncontrollable and beyond the controls of marketers, but who have to be considered when trying to understand the complex behavior of the consumers. Consumers buying cycle processes involved when individuals or groups select, purchase, use or dispose of products or services or ideas or experiences to satisfy needs and desires. In the marketing context, the term consumer refers not only to the act of purchase itself, but also to patterns of aggregate buying which include pre-purchase and post purchase activities. Pre-purchase activity might consist of the growing awareness of a need or wants and a search for and evaluate of information about the products and brands that might satisfy it. Post purchase activities include the evaluation of the purchased item in use and the reduction of any anxiety which accompanies the purchase of expensive and infrequently bought items. The various factors include lifestyles and its impact on the consumer behavior. On the first hand, ethnographic research can learn more about buyer behavior as below: ethnographic research described the dominant, positivistic consumer perspectives and methodological and analytical overview of the traditional perspectives. There are two factors mainly influencing the consumers for decision making. Risk aversion and innovativeness. Risk aversion is a measure of how much consumers need to be certain and sure of what who are purchasing. Highly risk adverse consumers need to be very certain about what who are buying. Whereas less risk adverse consumers on tolerate some risk and uncertainty in their purchasing. The second variable, innovativeness is a global measure which captures the degree to which consumers are willing to take chances and experiment with new ways of doing things. Hence, ethnographic research can learn whether the buyer's shopping motivation is abound with which various measures of individual characteristics, e.g. innovative, variety seeking etc. different factors to the buyer behavior.