Consumer behaviour can be defined as "the analysis of individuals, communities or organisations and the procedures they use to select, secure, use and dispose of products, services, encounters or ideas to satisfy needs and the influences that these operations have on the buyer and society. " (Hawkins, Best, and Coney, 2001, p7. ) This definition include a sequential process concerning different activities that can be influence to the consumer in several ways.
The study of Consumer Behavior is the study of how individuals make decisions to invest their available resources (time, money, and effort) on consumption-related items. It offers the analysis of what they buy, why they but it, when they buy it, where they buy it, how often they buy it, and how often they utilize it. It concludes elements from mindset, sociology, interpersonal anthropology and economics. Consumer behaviour goal is to understand the customer decision making process, both singularly and in groupings. It studies characteristics of specific consumers such as demographics and behavioural variables in an attempt to understand people's desires. Although this subject matter study how and just why consumers make decisions to buy goods and services, consumer behaviour research goes significantly beyond these areas of consumer behaviour and encompasses all of the behaviours that consumers display in looking for, purchasing using, evaluating, and disposing of products and services that they key expect will fulfill their needs.
And other definitions is emphasise the mental, psychological, and physical functions and needs and wants, as well as the influence of perceived risk. (Arens, 1999, p129) The books generally distinguishes between specific consumer buying and organisational purchasing techniques. Wilson (2000) argues that the difference is manufactured and a universal behavioural model must be developed for both specific and organisational consumers with appropriate contextual adjustment. The field of consumer behaviour is gigantic, and highlights the value of the customer at the centre of the marketer's world. Every each consumers is exclusive with different needs and wishes and buying alternatives and behaviors and choice that are in turn tempered by internal and social individuals that affect purchase decision techniques. (Brassington and Pettitt, 2000).
The literature review concludes a higher level overview about consumer behavior. It includes consumer behaviour from an individual perspective and considers consumer behavior in the context of a logical purchasing decision process. It really is including a point of view on the moral responsibility of marketers.
Foxall (1993) records that a solely behavioural procedure, which depends on observed results as a means to infer the end result of individual information handling should be supplemented by an evolutionary justification. He shows that progression is a causal mechanism which accounts for selection or a choice by consequence. The knowledge of results of previous and similar behavior (operant fitness), environmental influences, and cultural changes should be considered in order to explain and predict changes in consumer behavior. The debate is therefore, that the basic principle of selection by environmental outcome will improve behaviourist thinking in a marketing framework.
When we examining about the buyer behaviour is perceived as cornerstone of an effective online marketing strategy (Papers4you. com, 2006). Consumer behavior is mental and mental functions and the observable behaviour of consumers during searching purchasing and post usage of a product and service (Batra & Kazmi, 2004). Likewise Engel (et al, 1990) refers consumer behavior is the action and decision process of folks who wants to buy goods and services for personal use. If these defining criteria are already observed, it is visible that we examining consumer's decision making process is the building blocks of entire notion of consumer behavior.
There are four different views related to consumer decision making process and behaviour (Schiffman & Kanuk, 2004). The first views is 'financial view' that consumers are mainly face competition and they're always expected to make rational decision based on assumptions that they are aware of all product alternatives, they can list benefits and limitation of each substitute and able to identify among the finest alternative. Second views is 'Passive View' is completely opposite to financial view and this view suggest that individuals are irrational and impulsive because they are submissive to self-center pursuits of marketers which consumers got inspired by the marketing tools. And the third views is ' Emotional View'. This view related to understand consumer's decision making based on their emotional association or sense about some products and services. Example, if a person loosing red coloring pen neither go for rational decision by evaluating alternatives (financial view) or the person get influenced by marketers (unaggressive view). Thus the person will try to purchase any ring tightly resembled along with his favourite. As well as the previous views is 'Cognitive View' where consumers are considered as "thinking problem solver'. that are receptive as well as actively searching for the products and services that can load their need. Consumer's behavior under this view is dependant on information seeking and control attributes usually directed by an objective. For example, buying a teeth paste from shop can have a certain goal of choosing product that can taste good (Documents4you. com, 2006). Despite of critiques for every viewpoint, it can be considered a valid discussion, that all four types of decision making behaviour exist and provide marketer guidelines to investigate consumer consequently.
After we anaylyze the data from each viewpoint, it can be considered a valid debate, that all four types of decision making behaviour are exist and provide marketer guidelines to analyze about consumer habits.
Based on the overall perception about most recognized and common 'cognitive view', Batra & Kazmi (2004) asserts broader stages of your consumer's decision making process which includes identification of problem (feeling need of a fresh car), information search (on internet and showrooms), alternatives analysis (comparing brands, for example like on basis of repute and features), outlet selection and buy (purchasing preferred item) and post-purchase action (satisfaction or dissonance).
