Consumer (Mis) Behaviour Essay

Submitted By hreidy
Words: 2114
Pages: 9
Open Document
Consumer (mis) behaviour

Consumer (mis) behaviour

Helen Reidy
23/07/2013
Helen Reidy
23/07/2013

Undestanding customer (mis) behaviour

Ever think about what influences you, as a consumer to make purchase decisions? Think that you make independent decisions without external factors? Think again. Much research has been done into the area of consumer decision-making. Behind the visible act of making a purchase lies a complex process. Three psychological elements which have cropped up time and again as important factors in the decision making process are: attitudes, perception and motivation. | “Attitude is a little thing that makes a big difference”- Winston Churchill |

An attitude isn’t just something your parents told you that you had as a teenager. An attitude can be defined as “an orientation towards or away from some object, concept or situation and a readiness to respond in a predetermined manner to these related objects, concepts or situations”. (Hilgard, quoted by Brassington & Pettitt 2006). An attitude satisfies a personal motive and affects buying behaviour. Attitudes play a key role in shaping learning and while they are fluid, they are nevertheless often difficult to change. Understanding how such factors drive consumer behaviour gives you a solid foundation for making decisions such as who to target and where a product should be distributed.
Consumer attitudes are both an obstacle and an advantage. Choosing to ignore consumers’ attitudes, while developing a marketing strategy guarantees limited success of a campaign. In contrast, top marketers leverage their understanding of attitudes to predict the behavior of consumers. Public relations and social media messaging can be adapted to address a certain attitude as the company tries to win around media and consumers.

| “Humans see what they want to see”- Rick Riordan |

Perception in marketing is described as “a process by which a consumer identifies, organises and interprets information to create meaning”. (www.boundless.com/marketing). Perception is a psychological variable involved in the purchase decision process that influences consumer behaviour. According to Seymour Smith, a prominent advertising researcher, people who like, buy or are considering buying a brand are more likely to notice advertising than those who are neutral towards the brand. (Burke Wood, 2007).
A key factor in influencing customer perception is exposure. The more information consumers have about a product, the more comfortable they are buying it. Xbox looks to provide 5-8 OTS per product (opportunity to see) which is widely accepted as the optimal level of exposure.

| Mr MotivatorMotivation is the 3rd key factor in the psychological influence on consumer behaviour. |
Motivation can originate from within oneself, or can originate from others.
The nature of needs is that some are more pressing than others. The need becomes a motive when it is more pressing to direct the person to seek satisfaction. Maslow’s hierarchy of needs is a well-known model which portrays the effect of motivation, Maslow proposed a hierarcy of human needs, where it is necessary for one need to be fullfilled in order to meet the next.

Maslow’s hierarchy of needs (Source http://www.peakoilblues.org/blog/2011/03/02/beyond-maslows-hierarchy-of-needs/)

XBOX (mis) behaviour
Recently Xbox announced the next generation console. With the next generation, Xbox decided to make several key policy changes. Some were for the benefit of consumers, others for the benefit of the industry. For example, Xbox issued a policy that each game would be tied to one console and could not be re-used, which killed the 2nd hand game market. The gaming industry is in decline with many studios laying off staff or closing. The studio who made the game sees no revenue from 2nd hand sales and this policy was implemented to help them. However this was badly communicated by Xbox. They had not done enough
Show More

Related Documents: Consumer (Mis) Behaviour Essay

Organization and Harvard Business Review Essay

response to organisational social networking sites. European Journal of Information Systems, Vol.21, 699-717 [class reading] Background Any organisational behaviour textbook – e.g. J Child, Organisations; S Dawson, Analysing Organizations; S Robbins & T Judge,Organizational Behaviour; R Steers & L Porter, Motivation and Work Behaviour. Adler, P., Heckscher, C. & Prusak, L. (2011) Building a collaborative enterprise. Harvard Business Review, July-August, 95-101. Andriole, S.J. (2010) Business…

Words 581 - Pages 3

Essay on Marketing Research

oriented decision-making. * To understand the marketing research process, sources of information and different types of marketing research available. * To gain an understanding of the nature and purpose of Marketing Information Systems (MIS). In small groups, and using the resources provided, produce a poster that shows: * The reasons why an organisation needs to research the market. * Ways in which the organisation gathers information. * How an organisation uses the information…

Words 1177 - Pages 5

Consumer Behavior In Hong Kong

CONSUMER DEMAND AN ECONOMETRIC IN HONG KONG ANALYSIS 1 E. R. LIM * Introduction The objectives of consumer demand analysis are first, to isolate a few major variables from the many and complex factors influencing consumer behaviour, and second, to verify empirically that this relatively small number of parameters gives a reasonable explanation of a wide range of observations on consumer behaviour. The quantitative knowledge thus obtained is necessary for the study of economic development…

Words 5617 - Pages 23

Essay about Mis - Walmart

MIS IN WALMART SUBMITTED TO: Prof. Vinay Bhushan SUBMITTED BY: GROUP NO 09 SEC B ARPIT PAL SINGH (09) KARAN GUPTA (32) PRACHI AGRAWAL(55) SAURABH BAGLA(77) TUSHAR GUPTA (93) MIS IN WALMART INTRODUCTION A Management information system (MIS) is a system or process that provides information needed to manage organizations effectively. Management information system gives the business managers the information that they need to make decisions. Early business computers were used for simple operations…

Words 3584 - Pages 15

Information System: The Importance Of Management Information Systems

organizational information systems which are generally large, sophisticated, structured, and dynamically evolving and of immense commercial value.” Management Information System (MIS) mainly serves the function of planning, controlling and decision making. It depends on the underlying transaction processing systems for their data. The MIS is designed to plan and implement processes that will provide good knowledgeable information that will be accessed by authorized persons and that it will suit their…

Words 1884 - Pages 8

Senior: Marketing and New Product Essay

Marketers need to develop the new product into alternative product concepts, find out how attractive each concept is to customers, and choose the best one. Then, test the new-product concepts with a group of target consumers to find out if the concepts have strong consumer appeal. 4. Marketing strategy development: Designing an initial marketing strategy for a new product based on the product concept. 5. Business analysis: A strategic or financial evaluation of the…

Words 2489 - Pages 10

Uk Report Essay

various related aspects. Critical Review of Literature UNITED KINGDOM The UK has a radial road network of 46,904 kilometres (29,145 mi) of main roads, with a motorway network of 3,497 kilometres (2,173 mi). There are a further 213,750 kilometres (132,818 mi) of paved roads. There is a rail network of 16,116 km (10,014 mi) in Great Britain and 303 route km (189 route mi) in Northern Ireland, which carries over 18,000 passenger trains and 1,000 freight trains per day. Urban rail networks are well developed…

Words 4458 - Pages 18

1 BDM 1 Essay

Business. Dinas can also save a lot of costs in the long run business. This can be in so many ways too. For instance, Dinas can save money on buying in bulk as this usually reduces costs for the business and therefore this can then lead to offering consumers competitive prices which can result in more sales and profits. This also can result in Dinas managing to clear off stock quicker due to the cheaper price they are now able to offer. Also in the long term, the costs delivering goods is also much lower…

Words 5794 - Pages 24

Marketing Project Paper

business function. Environmental issues Over the last decades, the importance of environmental sustainability has gradually increased, and successful companies are regularly scrutinised with regards to their carbon emission, recycling and supplier behaviour. Businesses are compelled by national and international standards to conduct their operations in a manner which limits their negative impact on the environment (McWilliams & Siegel, 2001). Samsung’s design team matches the demand for new products…

Words 1725 - Pages 7

Marketing mix Essay

PAY MONTHLY PAY AS YOU GO PRICE PLANS PLACE  According to Kotler & Armstrong (2010) Place includes activities in an organization which makes the products or services available to target consumers.  This is the mechanism of delivering the goods or services from stores/manufacturers to consumers through various distribution channels such as direct selling, retail outlets, telemarketing, catalogues or mail order. IMPORTANCE OF PLACE  Availability of products or services in the right…

Words 1713 - Pages 7