In this paper we will define consumer behavior and how marketing is related to consumer behavior. We will also select a purchase we made recently and describe in detail how each of the 4 P's (product, price, promotion, and place) affected our purchasing decision.
Consumer behavior is the study of how people buy, what they buy, when they buy and why they buy. It is a subcategory of marketing ends elements from psychology, sociology, sociopsychology, anthropology, and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics, psychographics, and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general (Wikipedia, 2006).
Organizations are applying theories and information about consumer behavior on a daily basis. Knowledge of consumer behavior is critical for influencing not only product purchase decisions but decisions about which college to attend, which charities to support, how much recycling to do, or whether to seek help for an addiction or behavioral problem.
The examples also indicate the need to collect information about the specific consumers involved in the marketing decision at hand. Consumer behavior theory provides the manager with the proper questions to ask. However, given the importance of the specific situation and product category in consumer behavior, it will often be necessary to conduct research to answer these questions.
Consumer behavior is a complex, multidimensional process. Marketing practice designed to influence consumer behavior influences the firm, the individual, and society. Pampers, while providing substantial benefits to individual consumers and profits for Procter & Gamble, raises resource use and disposition issues that affect all of society.
It is important to note that all marketing...