A consumer is someone or a collection who plans to buy, purchases, or receives bought products, services, or goods primarily for personal, family, friends, and similar personal needs, and not necessarily for business or entrepreneurial activities. A consumer buys products and services when they need them and not necessarily because they are advertised or promoted to do so. The buyer perceives an offer of a product or service when they need it, not necessarily because an advertisement has been physically placed or announced. Many times a consumer will make a purchase based upon what they observe or what they have read, and this type of purchasing decision process is commonly referred to as “informed buying.” The term “consumer” is most often used in a narrow context that excludes the specific actions of the buyer, which is referred to as “adverting” or “promoting.”
Researchers in advertising research have identified four major channels through which buyers access and make their buying decisions. These include: first, the channel through which information about the products and services is disseminated by marketers and other media; second, the channel through which consumers themselves access marketing information; third, the channel through which buyers themselves access and evaluate marketing messages and other promotional material; and fourth, the channel through which marketers evaluate the effectiveness of marketing messages and other promotional materials. Marketers rely on these four specific channels to influence and motivate consumers to buy. Examining these four channels to gain an understanding of consumer behavior will better assist researchers in understanding and targeting consumer needs and wants.
Surveys-The gathering of data from a variety of sources-not just surveys conducted at random, but those designed to gather data that is meaningful and pertinent to the interests of the consumer. Among the types of surveys that are most common are consumer satisfaction surveys, which seek to measure the level of customer satisfaction, loyalty, and interest in particular brands and services; and customer mobility surveys, which allow marketers to follow customers around the market as they shop. Consumer behaviors that are easily measured are valuable in the context of consumer research. In fact, the design of a good survey can predict what kind of consumer you will be.
Blogs-Many consumers keep blogs to vent, strategize, and discuss various issues with fellow consumers. As such, blogs can provide a unique window to observe consumer behavior. However, bloggers themselves may not be fully aware of some of the dynamics that are influencing consumer behavior. Fortunately, consumers themselves are taking advantage of blogging to better understand what is going on in their everyday lives. Through careful observation of popular blogs related to various topics related to their shopping experiences, marketers can learn what is selling and what is not selling.
Consumer attitudes toward various events and products also play a significant role in consumer research. One study that tracked consumer attitudes toward the recall of an item showed a clear correlation between recall and price. Studies that directly ask consumers about an event produce different results depending on the type of event. For instance, a direct question regarding an appliance recalls a different set of answers from a survey asking consumers about household appliances. Surveys that focus on multiple items offer more detail and allow for more individual insights. For instance, a consumer survey that focused on kitchen appliances found that more than half of the participants incorrectly believed that the appliance was the top trending product in the market.
Why are some consumers more likely to buy than others? One study found that the difference between rich and poor households in terms of discretionary income was quite large. Another study found that people in the highest quintile of earners were twice as likely as those in the lowest quintile to purchase a designer brand automobile. Interestingly enough, the study also found that people in the highest quintile of earners spend more than others on entertainment and non-necessities while those in the lowest quintile spend more on essentials like clothing and food.
What is consumer | consumer behavior | marketing | spendthrifts | marketing copy} Consumer attitudes toward products are affected by advertising and marketing techniques. While many shoppers are savvy to the fact that brand names are often synonymous with quality and distinction, they may not be aware of the effect such marketing can have on their buying decisions. Marketing for some products may translate into increased spending, while other ads may result in a decreased interest or even a brand-loyalty mindset. Understanding the motivations behind consumer behavior will help marketers understand their target audiences’ reactions and target their messages more effectively.