消费者行为是一种个人或群体的研究消费者的购买习惯,喜好,口味和其他领域的消费心理,这通常导致消费者购买产品。消费者行为是一个重要的研究领域,当一个组织的营销策略面临的问题,因为它只是研究的这种行为,一个组织可以是什么事情,诱发消费者购买产品提供和抵制一个消费者购买的东西是什么东西(埃文斯,马丁et al .,2007)。
Consumer behaviour is a study of individual or group of consumers about their buying habits, preferences, tastes, and other areas of consumer psyche which generally results in consumer buying the product. Consumer behaviours is an essential area of study when marketing strategy of an organisation is under question as it is only the study of this behaviours that an organisation can make to as to what are the things that induces a consumer to buy a product offered and what are the things that resists a consumer from buying something (EVANS, Martin et al., 2007).
In order to study consumer behaviours efficiently two things are to be taken as assumptions:-
- Budget Constraints:-if funds at disposal of consumer would be limitless then consumer would buy more and it can be test buying as well but the author would not be able to judge the actual consumer behaviours in buying process,
- Rational Consumer:- Consumer should be one who is rational and not emotional as emotional buying does not explain consumer behaviour regarding a product effectively,
The basic assumption behind studying consumer behaviours is that organisation produces goods and services for the consumer to satisfy there need by buying these products and thus it becomes important for the organisation to know what age the preferences of the consumers so that organisations could instil them in their resources which will result in more consumers consuming the product. (BLYTHE, Jim, 2013)
It is stated that it is the psychology of the consumer that tells the consumer what to consume but there may be various stimuli given by organisation to the consumers inducing them to buying their products these stimulus can be promotional say advertising etc, or say financial say discounts etc or of any other kind. Thus these stimuli tells a consumer what to consume and thus when these stimulus when meet the physiology of the consumers the response given is favourable to the organisation as it results in consumer buying the actual product (BLYTHE, Jim, 2013)