Consumer Behaviour for Journal of Current Research - myassignmenthelp

Question: Discuss about theConsumer Behaviour for Journal of Current Research. Answer: The concept of consumer behaviour refers to the purchasing habit of the customers present in any market. There are various features, factors and particularities present in a market that influence the decision of the customers while making a buying decision. It is a study of the groups, organisation and primarily the individuals associated in the purchasing activity. It also includes the usage and disposal of the goods along with services. Consumer behaviour also comprises of the emotional, psychological and behavioural responses which precede as well as follow their purchasing decisions and activities (Erevelles, Fukawa Swayne, 2016). Proper understanding of consumer behaviour is a part of art as well as part of science because both this sides play vital roles in the success of marketing of a company or brand. Consumers are manipulated by various reasons. The chief factors influencing the purchasing decisions of a mobile phone is quire complicated as the consumers by them for daily use (Rani, 2014). Mobile phone is one of the most important materials for consideration. First of all, before buying the mobile phone I considered that why should I need a mobile and was much confused with the fact that whether I should buy any feature phone or an iPhone. For personal use I was much concerned with the call, text and email facilities. All of these are common in any other phones. Then comes the factor of operating systems on which the entire validity of smart phones depends. Beside these the consumers consider the battery life, camera quality and most importantly the overall cost. My choice was always an iPhone because it provides teraflops of music and thousands of movies. Moreover, it can be synchronised with the Apple watches. Choosing a university is completely different from choosing a product from the market because it will be a question of my future career. For making a decision, I first made a list of the universities that have sufficient programs and scopes in my discipline. Next I considered whether the professors at that universities are renowned in their fields. Whether they have doctorate degrees and even get their books published. These professors are to be approachable for the students at the time of academic difficulties. Major factor for me was to check the overall result of the students of that university. The university of my choice must be providing scope for research to their students. Finally, I considered the cost of living in that city and wanted to find any friends or relatives studying or having acquaintance with the same university. Choosing a restaurant is quite easy to decide. It first of all depends on the mood I am in for wither a type of food or type of cuisine. Secondly, I check whether the restaurant has good price matching its offered quantity of food. I always prefer a suitable restaurant location for eating which will have a good ambience. People always prefer those restaurants which offer great variety of items and offer special prices. Selecting of a restaurant depends on the people I am going with to have my meal. Finally, I choose a place where I can go very often. As the study of consumer behaviour discloses, the fact that there are four major theories that every marketer must know before they market their services or products (East et al., 2016) These are theory of reasoned action where the consumer acts based on their intentions to create as well as receive a specific result; EKB model that discloses the five steps followed by any customers before making a buying decision; the motivation need theory that encourages the consumers to get knowledge about any product and then purchase; finally, the Hawkins Stern model that refers to the impulse of the customers for buying a product or avail a service (Solomon et al., 2014). All these concepts are quite matches with my behaviour as a consumer. In some cases, we go deeper in researching about the product and sometimes we just follow our impulses to buy. References: East, R., Singh, J., Wright, M., Vanhuele, M. (2016).Consumer behaviour: Applications in marketing. Sage. Erevelles, S., Fukawa, N., Swayne, L. (2016). Big Data consumer analytics and the transformation of marketing.Journal of Business Research,69(2), 897-904. Rani, P. (2014). Factors influencing consumer behaviour.International journal of current research and academic review,2(9), 52-61. Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., Polegato, R. (2014).Consumer behavior: Buying, having, and being(Vol. 10). Pearson.