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Consumer Buying Behaviour Essay

1057 Words5 Pages

Consumer is one who consumes the goods & services product. The aim of marketing is to meet and satisfy the Consumer needs and wants. The modern marketing concept makes customers the centre stage of organisation efforts. The focus, within the marketing concepts is to reach target and largest customer’s sets ball rolling for analysing each of the conditions of the target market1. Consumer behaviour can be defined as “the decision making process and physical activity involved in acquiring, evaluating, using and disposing of goods and services”. This definition clearly brings out it is not just the buying of goods / services that receives attention in consumer behaviour, but the process starts much before the goods have been acquired or bought. The study Consumer Buying Behaviour is the study of how individuals make decisions to spend their available resources (time, effort, money) on consumption related item. It includes the study of what they buy it, where …show more content…

Items in this category include all consumables, people buy at regular intervals. The most common Household Care Products are Detergent powders, Dish washing powders, Floor cleaners, Toilet cleaners, Mosquito repellents etc. These items are meant for daily of frequent consumption3. 1.Geeta Sonkusare, “Impact of television advertising on buying behaviour of women consumers(with special reference to FMCG products”IJBMI,Volume 2 Issue 3//March//2013 pp 31-38. 2.Dr. S. Mahlingam, “ A Study on consumer behaviour towards selected fast moving consumer goods in Coimbatore city”,IJEIM,Vol: 1Issue 11//November 2012//ISSN:2277-5374, PP 500-507. 3.Dr.Vibuti, “A Case study on consumer buying behaviour towards selected FMCG products”IJSRM,Vol:2, Issue 8,2014, ISSN 2321-3418,PP 1168-1182. According to the study conducted by AC Nielsen, the top 10FMCG Companies in India with the branded based. 1. Hindustan Unilever Ltd 2. Indian Tobacco

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Food, automobiles, high tech toys, and personal apparel can be considered dominant products that are advertised during TV programming. I feel this is the case due to the need of brand messaging and the ability for TV advertising to reach a broad spectrum of population. Countless studies have shown that television remains the best medium to reach a wide audience quickly (Romaniuk, 2012). The most sought after products are often revealed through TV advertising. This type of advertisement often enlightens the consumer on their soon to be desires.

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Advertisement has been a way to sell products for a long time, but it may not always come off as the best way to promote a product. Companies will do some of the most outrageous things to their advertisements just to make their product shine. In the documentary Killing Us Softly 4, Jean Kilbourne, she talks more about advertising and the negative impact it has on society and the negative messages it sends people. In the documentary, Kilbourne shows how advertising distorts the image of a women. They highlight horrible situations to make their advertisement pop.

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Arzanagh and Danaei, (2013) confirmed that there is a considerable relationship among the advertisements and consumer’s attention, interest, desire, and action when the significance level is controlled to one percent. Arzanagh and Danaei , (2013) also found out a specific correlation between the four different factors of attention, interest, desire and action (Arzanagh & Danaei, 2013) Arzanagh and Danaei, (2013) observed that advertisements on TV has the upper hand in all other advertising methods on getting attention of the consumer, billboard advertising have the second place and lastly comes paper advertisement (magazine and newspaper) which is the least effective method to for gaining attention of the customer (Arzanagh & Danaei, 2013). Arzanagh and Danaei, (2013) surveyed that for attracting buyers’

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Consumers make purchase decisions when buying small items (such as a cup of coffee) and buying larger items such as houses. Consumers begin to search for products or services that meet their needs after recognizing their needs or needs. They evaluate their choice and pay attention to everything from pricing to brand reputation before the mark is purchased. Four consumer buying behaviour overview product purchase

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