Consumer Behaviour, Approaches and Its Influences

During my first week back at University I started my unit on Consumer behaviour. In my first lecture, I learnt about Consumer Behaviour, Approaches and Its influences.

Now you’re probably wondering what even is Consumer Behaviour?

(It sounds scarier than what it is)

Consumer Behaviour is when it puts the consumer at the centre of all decisions and thinking in Public Relations and Marketing. It makes us understand why and how people react when buying products and their behaviour towards it.

With Consumer Behaviour there is many influences that cause people to get certain products or services. These could include Reputation, Social and Environmental factors, Self and personality, Perceptions, Learning and Knowledge and many more.

For example, this could be looking at how Apple Products are consumed and people’s behaviour (Why they decide to buy one of those and not a Huawei or a Samsung phone). When companies like Apple understand their consumers then they will be able to build communications and construct the right products and services to adapt to them. People may be influenced to buy Apple products e.g. an iphone’s because of the ease of use and the educational purpose of it. Students tend to use Macbook’s because they’re easy to use and have tonnes of storage.

There are two different Approaches when it comes to Consumer Behaviour. Daniel Kahneman argues that decision making is dominated by our subconsciousness which he believes to be the Modern Approach now to Consumer Behaviour. The Modern Approach also argues that consumerism is not always rational, and that people need a reason to buy a particular product or service. The other Approach is Traditional which is based on Consciousness. The Traditional Approach require a great amount of value to buy them and no regrets.

Overall I really enjoyed learning about this. Whats your opinions on the meaning of Consumer Behaviour?

Leave comments below:

References:

Thinking, Fast and Slow , Daniel Kahneman