Behavioural Aspects of Marketing Essay Example | Topics and Well Written Essays - 2500 words

Behavioural Aspects of Marketing - Essay Example Even in the remote, unheard of societies, all people remain consumers with diverse interests and gullibility to get influenced in their decisions. Placing the consumers in the market place and psychologically dissecting their behaviour could be a cross-subject study of psychology, marketing and advertisement results. When we take consumers individually, it is necessary to take the perception and the factors influencing it. Learning and the resultant memory that motivates further action with changed or unchanged values that cause involvement and attitudes are very important. It is necessary to remember that this research region is very young, influx and energetic. It also is being 'constantly cross-fertilised' by external perspectives belonging to various disciplines. It is interesting to know the everyday activities of people. In one of the most influential works in the field, Solomon et al have impressively provided a comprehensive and contemporary detail of the currently prevalent consumer behaviour. The arguments are lively and practical while portraying the strategic marketing issues, diverse European values etc. They also provide a peek into the multi-dimensional European lifestyle, buying habits, marketing behaviour, their relationship with the global market and the behavioural fluctuations. They wrote in the preface: "The field of consumer behaviour is, to us, the study of how the world is influenced by the action of marketers. We're fortunate enough to be teachers and researchers whose work allows us to study consumers". This consumer behavioural insight has to be applied to our Whole Foods Market. USUAL BEHAVIOUR OF CONSUMERS The advertisements are so persuasive today that it is impossible not to listen or get influenced. Marketing opportunities, to a large extent are connected with the cultural dimensions that influence the behaviour issues and concepts. This does not mean that cultural compulsions do not change at all. We have seen that even in the rigidly religious countries, where almost everything is a taboo, consumer behaviour changes, but changes with ultimate slowness. Consumers are eager to new experiences, especially in the food region, with the recent food and nutrition knowledge. Solomon et al have drawn a multi-dimensional portrait of European consumers within which they have shown the European modern family structure and how it has influenced the household decision making. They have shown the traditional influence of the culture which still holds its own in addition to the influence and compulsions of income and the social class and how they command the consumer behaviour and individual decisions. Basic model of consumer decision making might follow the traditional path of problem recognition, search for the information, evaluation of alternatives, decision of choice, evaluation after the purchase and all these are adequately influenced or dictated by the values, lifestyle, cultural and cross-cultural differences. Habit forming products, non-habit forming products that are not purchased regularly fall into two different categories and are not influenced by the same decision making process. Then comes the power of