Literature review consumer buying behaviour

Literature review consumer buying behaviour

Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, and how the consumer's emotions, attitudes and preferences affect buying behaviour. Consumer behaviour emerged in the –50s as a distinct sub-discipline of marketing, but has become an interdisciplinary Jul 30,  · Consumer behaviour is an important and constant decision-making process of searching, purchasing, using, evaluating, and disposing of products and services (Valaskova et al., ). The macro consumer behaviour is created by social issues, but to reach the factors of micro consumer behaviour, individual factors (Solomon, ) are researched Firat and Venkatesh (, ) argue that, National Conference on “Innovative Business Practices in Technological Era” 14 | Page Erode Sengunthar Engineering College, Thudupathi, Erode Consumer Buying Behaviour – A Literature Review “modernism reduces the world into simple dichotomous categories of consumer/producer, male/female and so on

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Consumer buyer behaviour is considered to be an inseparable part of marketing and Kotler and Keller state that consumer buying behaviour is the study of the ways of buying and disposing of goods, services, ideas or experiences by the individuals, groups and organizations in order to satisfy their needs and wants.

Consumer buying behaviour has numerous factors as a part of it which are believed to have some level of effect on the purchasing decisions of the customers, literature review consumer buying behaviour. Solomon et al.

Moreover, the following popular definitions have been proposed for the term of consumer buyer behaviour:. Although the definitions given above are various, they all lead to common view that consumer buying behaviour is a process of selecting, purchasing and disposing of goods and services according to the needs and wants of the consumers. However, literature review consumer buying behaviour, there is a general consensus among the researchers and academics that this process is subject to continual change over time as the literature review consumer buying behaviour characteristics of the customers change due to their physical and psychological needs.

In the mean time, Kotler and Keller highlight the importance of understanding consumer buying behaviour and the ways how the customers choose their products and services can be extremely important for manufacturers as well as service providers as this provides them with competitive advantage over its competitors in several aspects. For example, they may use the knowledge obtained through studying the consumer buying behaviour to set their strategies towards offering the right products and services to the right audience of customers reflecting their needs and wants effectively.

Another valuable argument is provided by Egen on the importance of understanding the consumer behaviour. The author further argues that the quality of goods and products are exceptionally good in countries where buying behaviour of consumers is well understood. This in turn increased the competitiveness of the products and services in international market increasing the export potential of the country.

However, when they are engaging in such types of activities, they need to consider other external factors such as the overall economic conditions of the country, politics, technology and ethnic culture all of which are beyond the control of both the company and consumer Lancaster et al To sum up all the arguments stated above, it is clear that better understanding the consumer buying behaviour through studying and identifying their needs leads to huge long term benefits to the businesses.

However, as stated by Kotler et al it is essential to mention that despite the great efforts to learn and understand the buying behaviour of consumers, it is very difficult to identify the exact reasons why a consumer purchases and prefers one product or service over another one.

This is because consumers sometimes make purchasing decisions based on their emotional beliefs which they even themselves are not well aware of. Kotler, P. and Keller, K. Schiffman, L. and Literature review consumer buying behaviour L. Category: Consumer Behaviour. Tags: DefinitionsRetail, literature review consumer buying behaviour. Consumer behaviour is the study of how people buy, what they buy, when they buy and why they buy.

COVID 19 and Consumer Buying Behavior: A Review of Literature

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Consumer Buyer Behaviour Definition - Research Methodology

The rise and spread of the Internet has led to the emergence of a new form of word of mouth (WOM): electronic word of mouth (eWOM), considered one of the most influential informal media among consumers, businesses, and the population at large. Drawing on these ideas, this paper reviews the relevant literature, analyzing the impact of traditional WOM and eWOM in the field Feb 14,  · Our review of the literature has led to the emergence of the acronym SHIFT, which reflects the importance of considering how Social influence, Habit formation, Individual self, Feelings and cognition, and Tangibility can be harnessed to encourage more sustainable consumer behaviors Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, and how the consumer's emotions, attitudes and preferences affect buying behaviour. Consumer behaviour emerged in the –50s as a distinct sub-discipline of marketing, but has become an interdisciplinary