CONSUMER BEHAVIOR (MARKETING)

CONSUMER BEHAVIOR (MARKETING)By (Name)

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n TOC o “1-3” h z u HYPERLINK l “_Toc408472790″CONSUMER BEHAVIOR (MARKETING) PAGEREF _Toc408472790 h 1

nHYPERLINK l “_Toc408472791″Table of Content PAGEREF _Toc408472791 h 2

nHYPERLINK l “_Toc408472792″Introduction PAGEREF _Toc408472792 h 3

nHYPERLINK l “_Toc408472793″Psychological Theories in Marketing PAGEREF _Toc408472793 h 3

nHYPERLINK l “_Toc408472794″Recognition and Motivation PAGEREF _Toc408472794 h 6

nHYPERLINK l “_Toc408472795″Knowledge, Understanding and Learning PAGEREF _Toc408472795 h 7

nHYPERLINK l “_Toc408472796″Memory and Retrieval, Attitude Formation and Change PAGEREF _Toc408472796 h 8

nHYPERLINK l “_Toc408472797″Perception and Attention PAGEREF _Toc408472797 h 9

nHYPERLINK l “_Toc408472798″Decision making and Customer Behavior in Context PAGEREF _Toc408472798 h 10

nHYPERLINK l “_Toc408472799″Integration PAGEREF _Toc408472799 h 11

nHYPERLINK l “_Toc408472800″Conclusion PAGEREF _Toc408472800 h 12

nHYPERLINK l “_Toc408472801″References PAGEREF _Toc408472801 h 14

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nIntroduction

nIn contemporary businesses, understanding the customer and offering the type of products that they want is a major issue. Businesses provide a huge focus on the product development and marketing depending on the customers behaviors. The human mind has a complex character because it is unpredictable how a person would behave under a certain circumstance. The customer needs depend on education, family, economic, cultural factors, and social background (Hawkins & Motherbaugh 2012, p. 6). The effectiveness with which a free market operates is based on the degree of customer`s understanding in the business community. In a responsive and meaningful manner, a business society that does not cater for the customer preferences cannot fulfill its responsibilities (Lantos 2011, p. 15). The behavior of the customer entails searching for, purchasing, evaluating or using services and products that they believe will satisfy their needs. Customer behavior does not only involve what they consume, but is also dependent on who the consumers are and the reason for their consumption (Solomon, Bamossy, Askegaard, & Hogg 2013, p. 4). In addition, it encompasses the reasons, frequencies, and circumstances for their consumption.

nPsychological Theories in MarketingIn accordance with psychological theories, people make purchases depending on the effects of internal and external factors on the market. External factors involve family, preferences, societies and cultures (Belk 2011, p. 16). On the contrary, internal factors include customers mind and the way consumer motivation, lifestyle, personality; attitude, memory and learning influence their behaviors (Hawkins & Motherbaugh 2012, p. 11). The sale of Nivea shampoo for men is dependent on the customer behaviors such as packaging, environment and price.

nShampoo is a product for personal hygiene that is very important in human daily life (Sudhakar, & Rani 2012, p. 13). It satisfies the physiological needs of the consumer as it keeps the hair clean and removes dandruffs. In addition, it nourishes, moisturizes and conditions human hair (Barach 2008, p. 1).

n There are various shampoo brands are the market designed to meet the needs of men. However, Nivea Men Strong Power Shampoo formula is a suitable product because it takes care of the hair in the right way. Customer behaviors on the Strong Power Shampoo involve physical and mental activities for gaining the products and satisfying their needs. Moreover, they encompass both observable mental activities. Through evaluating the merchandise and the stores, physical activities can take place (Hawkins & Motherbaugh 2012, p. 13). Mental activities involve establishment of attitudes, observing advertising materials and favoring certain brands (Brown et al 2002, p. 25). Preferences and attitudes can be influenced by understanding motivation, purchasing, attitude change, perception, shopping, and personality of buyers (Deli-Gray, Gillpatrick, Marusic, Pantelic, & Kuruvilla 2010, p. 23).

nFor efficient marketing of Men Strong Power Shampoo, a marketing practitioner must know that the consumer is the most important person in the market (Chaudhuri 2006, p. 18). In marketing, all the activities should target the consumer. In this regard, adequate knowledge of the behaviors and activities is one of the most essential factors of marketing. Consumers require several varieties of the products in the market (Solomon, Bamossy, Askegaard, & Hogg 2013, p. 24). Men buy Strong Power Shampoo to satisfy their needs. Human needs are unlimited and vary from time to time.

nThe contemporary literature shows that products focus on customer retention. In order to retain customers, the marketing departments have identified special behaviors, which are determined to meet their preferences and needs (Green & Schaffer 2004, p. 6). Consumer behaviors are individual acts that are directly involved in disposing, using, and obtaining of economic goods and services such as decisions prior to determining these acts (Zitkus, & Puskoriute 2013, p. 1). In this era, the consumers are the target of mass media attention aiming to educate and inform them. Utilizing customers emotions, needs, demands and wants media develops marketing. Media utilizes customers demands, wants, needs and emotions.

nResearch indicates that many companies are spending huge funds on understanding the customers in order to know essential aspects involved in their decision-making (Cobirman 2012, p. 3). Analyzing their behaviors helps to assess the directions the behavior of the customers is likely to take and carry out favorable trends in the development of products and alternative attribute of the communications. Yucel-Aybat (2014) argues that analysis of behaviors of the customers is a variable in the marketing sequence. Most notably, this variable cannot be determined and will explain the service or product in terms of physical characteristics and image depending on the psychological and social aspects of individual consumers (Yucel-Aybat 2014, p. 9).

nA study by Byron (2010) revealed that the emotional response of the consumer buying behavior is the variable that leads into a robust association with the customer purchasing behaviors (Byron 2010, p. 12). In addition, the study identified that men buy brands such as Nivea Strong Power Shampoo because the product creates emotional connections with its users. Moreover, the study offers huge evidence in the field of behavior of customers regarding the local markets. Furthermore, a research by Wittink (2004) indicated that advertising plays a crucial role in making buying decision for the consumers (Wittink 2004, p. 23).

nLoken & Ward (2007) in their study revealed that men consumers of Nivea Strong Power considered an advertisement to be an expressive source of information regarding any service or product (Loken & Ward 2007, p. 3). Advertisement can determine any behavior of a group of individuals. Personality and appeal is affecting the consumers utilization of Nivea for Men advertisements. Hawkins & Motherbaugh (2012) studied that sustaining a long-term association with a customer is one of the crucial factors affecting the value that the customers provide for the company. Therefore, a crucial challenge of accomplishing long-term association is switching behaviors of the customer (Hawkins & Motherbaugh 2012, p. 21). The research also indicated that customers switching behaviors is a crucial construct to know the relationship between the product and the customer. Albanese (2002) applied some measures to the theory of planned behaviors in assessing switching objectives.

nThe theory of planned behavior is suggesting an association between behavior and attitude. In combination, subjective attitude and norm, as well as perceived control of behaviors result in behavioral objective (Albanese 2002, p. 13). Besides, he measured the effect of attitude towards perceived behavior control and switching traits as well as satisfaction with the provider of the product. The research results are confirming that there is a significant influence of three factors of switching objectives (Lu 2011, p. 29).

nSocial influence also affects the customer`s buying behaviors. Maslow Hierarchy of Needs describes what motivates people in life to achieve certain objectives. Maslow suggests that every consumer has a wish to satisfy basic psychological needs of thirst and hunger (Almeida 2011, p, 12). If such needs are met, they target the next level of hierarchy that is a safety need aiming at job security and understanding that income is available to them on a regular basis (Solomon, Bamossy, Askegaard & Hogg 2013, p. 33). The third level of the Maslow hierarchy of needs is social needs, which involve creating a sense of belonging or love in the family or society.

nRecognition and Motivation

nThe need for esteem is the requirement for a status and identification within a community. Status in most cases influences people, creating the need for appropriate job title, and using of particular products. Therefore, people are pursuing social recognition. They will be affected by the social status since they need people to recognize and agree with them. The current world needs interconnection between people (Zitkus, & Puskoriute 2013, p. 2). Moreover, people put pressure among each other. For instance, the members of the families can robustly affect the buying behavior of men in purchasing the shampoo. Most importantly, according to research a family is the most essential consumer-purchasing group in a society (Solomon, Bamossy, Askegaard, & Hogg 2013, p. 35). Researchers argue that the role of the wife in a family influences their spouses in purchasing products such as Nivea Strong Power for Men. Motivation is a driving pressure on consumers generated by a state unsatisfied wants and needs. Individuals struggle to minimize this tension via suitable application of right behavior that they anticipate will meet their needs (Thomas 2007, p. 59). Many are based on individual learning and thinking in selecting the objectives and the behavior patterns that they know will meet their needs (Khosrow-Pour 2009, p. 23). After consumers needs are satisfied, thus reducing tension based on the course of action the person is taking.

nThe quality of a product such as shampoo determines the purchasing behaviors for men. The product quality is the assumption of the customer to satisfy his or her belief towards a certain product performance. Quality is subjective, conditional and sometimes a perceptual attribute. Bainbridge (2007) argues that quality of a product does not depend on what the distributor puts in, but the value that a customer gains from it and is willing to pay for (Bainbridge 2007, p. 9). Additionally, Assael (2004) defines quality as focusing on the effective generation of what the market anticipates and quality improvement is achieved through proper management of testing, engineering, design and through process improvement (Assael 2004, p. 17). A good experience of the customer is a result of high quality of the product or service. The customer believes that Strong Power Shampoo for Men is high quality since their hair grows stronger and healthier (Yucel-Aybat 2014, p. 15). The quality affects the good experience of the customer. In addition, it assists to mold the behavior of the customer.

nKnowledge, Understanding and LearningKnowledge, understanding, and learning is affecting the customer`s purchasing behaviors. Learning can be viewed as a permanent shift in behaviors that takes place due to experience. Research by Solomon, Bamossy, Askegaard, & Hogg (2013) is indicating that behaviors occur due to two factors – non-observable cognitive and observable behavior. Therefore, learning can also take place without any shift in behaviors that is observed. In addition, it is a continuous process and are changed or modified due to exposure to a lot of knowledge, personal experiences and new information (Solomon, Bamossy, Askegaard & Hogg 2013, p. 49). Four characters are core to almost all learning circumstances and involve reinforcement, response, cues and motivation. Customers should learn every aspect associated with being a consumer such as preference, availability, performance, and products existence (Boone, & Kurtz 2001, p. 45).

nA study by Funk (2008) shows that there are two types of conditioned learning, which includes instrumental and classical conditioning (Funk 2008, p. 88). Classical conditioning is encompassing the process of utilizing a prevailing relationship between response and stimuli to produce the learning of the same reaction to various stimuli. Moreover, instrumental conditioning includes reinforcement that plays a crucial role in classical conditioning. However, there is no stimulus that is automatic because in response relationship, the subject needs to be first triggered to produce a desired behavior (O’Dougherty 2007, p. 29). Subsequently, the behavior needs to be reinforced.

nMemory and Retrieval, Attitude Formation and ChangeCognitive learning encompasses the mental performance of people as they work to solve challenges, adapt to complex circumstances and perform particular duties in their environment (Noel 2009, p. 29). The cognitive theory suggests that learning is assumed as an intellectual action based on the mental processes that are complex and involves attitude formation, memory and retrieval, perception and motivation. Memory is the product of learning and signifies the knowledge that a person stores and retains that can be recalled for the future use (Tuncalp & Sheth 2000, p. 47).

nIn the majority of cases, the mind keeps information in short-term memory that helps in problem solving or for maintenance rehearsal and elaborating of activities (Solomon, Bamossy, Askegaard, & Hogg 2013, p. 39). Elaborative activities include the utilization of stored values, attitudes, experience, and feelings to explain and analyze information in long-term memory. However, maintenance rehearsal is a continuous repetition of a piece of knowledge aiming to keep it in long-term memory (Batra, & Satish & Kazmi 2008, p. 49)

nCustomer involvement is regarded as a crucial variable that can describe how customers generate information that can affect their behaviors. The idea of involvement has emerged from hemispheric lateralization or split-brain theory (Tuncalp & Sheth 2000, p. 59). Involving customers can be low or high based on the importance of situation, information, product, experiences, interests, values, and needs. Based on the stage of involvement and brand differentiation the decision-making process is affected. Batra, Satish, & Kazmi (2008) explain that brand equity and loyalty are identified as very crucial concepts.

nBrand loyalty refers to a strong attitude that a customer has on a brand that leads to consistent and intentional buying over a period (Batra, & Satish, & Kazmi 2008, p. 54). The customers who are loyal to a brand such as Strong Power Shampoo for Men are willing to pay more for product since they recognize some special value over other brands. The special character of the Nivea Strong Power brand may be a product of greater trust in the consistency of the brand because of more preferable usable experience (Noel 2009, p. 32).

nPerception and AttentionCustomer perception and attention play a critical role in determining of customers behaviors (Kumra 2007, p. 67). Perception involves activities that a person gains and gives a sense of stimuli. A persons perception is the reality for an individual. It starts with exposure that takes place after a stimulus meets primary sensory receptors (Yucel-Aybat 2014, p. 19). Several individuals may have an exposure to similar stimuli under the same conditions, but each person recognizes them differently, selects and organizes them in a unique manner depending on their expectations, beliefs, values, wants and needs (Noel 2009, p. 35). Attention takes place when the stimulus triggers the sensory receptors, leading to the sensations reaching the brains for information processing.

nConsumers are selectively involved in one stimulus that personally entice them or physically attract them (Solomon 2006, p. 45). Stimulus factors are physical features such as position, movement, color, intensity, size, and contrast. Personal characters include learning, motives and expectations.

nIndividuals can also perceive a stimulus that is below their conscious awareness level. However, such stimuli are very fragile or short-lived to consciously hear or see them, but are robust enough to be perceived (Solomon, & Bamossy 2007, p. 49). Marketers are certainly attracted to behavior when customers select various brands, interpretation of images, and the kinds of risks they perceive, as well as how they perceive the risks. Customer motivation is a very important factor in determining their behaviors. According to Reynolds, & Olson (2001), primary psychological factors that affect customers purchasing behaviors include perception, motivation, attention, beliefs, and learning.

nDecision making and Customer Behavior in ContextCustomers purchasing behavior is influenced by the decision on consumption of services and products in the context of some specific circumstances. It is very crucial for marketers to understand how external and internal controls, influences the buying decision process (Samli 2013, p, 23). The situational controls refer to all the outside aspects removed from the customer and from the qualities of services and products. These aspects occur at a specific time and place, and have indicated systematic effect on customers behaviors. Situational aspects are temporary settings or conditions that exist in the environment at a particular time (Mooij 2004, p. 37).

nThe communication situation occurs in the settings where the customers are exposed to knowledge from commercial and interpersonal sources that affect their behavior. Purchase situation affects the decision of consumers concerning product selection and involve many stimuli that exist in the store. If Nivea men strong power product is delivered as a gift or is an expected or emergency purchase (Peter, & Olson 2005, p. 89).

nBased on several factors involving the customer engagement level, the mood and time pressure, the decision making of consumers falls on three main decision perspectives; extended decision-making, limited decision-making and nominal decision-making (Ramesh & Kumar 2009, p. 98). Extended decision-making takes place when the product is ego intensive, risky, expensive and is purchased irregularly (Maclaran 2009, p. 25). In addition, it occurs when consumer engagement is high and gains more information from external and internal sources. Furthermore, post purchase assessment often causes dissonance and is complex. Limited decision-making is often simple and straightforward. It involves input from few customers, limited search, and long-term memory (Parsons, & Maclaran 2009, p. 98). Additionally, the qualities are considered and there is a limited or less post-purchase assessment.

nNominal decision-making takes place if the Nivea Mens Strong Power products is of low cost or is irregularly bought. Extended and nominal decision-making involves two ends of a continuum (Hoyer, & MacInnis 2001, p. 78). Between the two, there may be several shades of consumer engagement based on the personal factors, types of purchase situation, and product category.

nIntegration

nCustomer behavior is affected by the integration of other conditions such as personality, lifestyle, feelings and demographics (Keillor 2007, p. 55). Congruence between the character and the manner in which the persuasive message is developed play a crucial role in making sure that the message is effective. In this respect, the message should be aligned depending on the personality profile of the recipient. Advertisements that incorporate the personal traits with persuasive messages of the targeted people are effective in promoting the effect of the message (Hantula & Wells 2013, p. 67).

nMarketing experts on Nivea Strong Power product should also integrate the external influences such as family, ethnicity, royalty, locality, culture, and social class as well as market mix aspects. For instance in Brazil, the shampoo market is one of the biggest in the world (Saito 2009, p. 56). Marketers of shampoo understand that most Brazilians clean their hair twice a day, especially before they attend sport. They also intend to look presentable before and after sport (Yuan-shuh, Lee, Ming-ji James & Hsin-jen Trust 2009, p. 11). Therefore, integration of customers behaviors ensures that marketing of Strong Power Shampoo for men is efficient.

nConclusion

nThe behavior of the customer entails searching for purchasing, evaluating, or using services and products that they believe will satisfy their needs. It also involves the physical and mental activities for obtaining the product. Moreover, it encompasses observable mental and physical activities (Saito 2009, p. 56). Mental activities can be attitudes or perception on advertising materials and learning how to prefer specific brands. Preferences and attitudes can be influenced by attitude change, perception, motivation, purchasing and personality of purchasers (Keillor 2007, p. 59). The customer is the most important person in the market and to know his or her behavior is very important in marketing products such as shampoo. The decision to buy a product has also influence on the reasons for buying a product.

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