Consumer Behaviour Essay

Words: 2832
Pages: 12

Consumer Behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.
Here we are
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Here she wants to buy product similar to her friends so behaves similarly according to her reference group(friends)
Maslow Hierarchy Theory:
Her need that the product is satisfying is basic need as she clearly mention this is the product comes in basic need. It also considers it as safety need-safety from hair fall, damage, and oily hair.
She also uses Tri-component model in which she gets information through internet and word of mouth (friends) that is cognitive component and she gets emotion (happy) that is affective component and she decides to purchase Park Avenue beer shampoo based on information and emotion that is conative component.
Instrumental conditioning comes into picture when she is getting positive reinforcement like discount that is product at half price (sample) so she is conditioning herself with reduction in price.
Here just noticeable difference comes into picture as the difference of price is visible to her so she buys two shampoo bottles and felt satisfied.
Associating with social activity: Big Bazar is a retail store from where she has purchased the product and they are linking the products, retail store gave a discount on the product and the brand as the part of promotional activity and to penetrate into market the reduced the price to 50%
Post purchase:
Customer satisfaction: She is very satisfied because of positive reinforcement (at half price).