- Internal Code :
- Subject Code : BM0306
- University :
- Subject Name : Management
Consumer Behavior and Perception on a Product
Table of Contents
Executive Summary.
Introduction.
Background.
Objective of the Study.
Primary Research Process.
Academic Literature.
Variables Identified and their definitions.
Summary.
References.
Executive Summary of Factors Affecting Consumer Buying Behavior
The consumer buying behavior tells a lot about their buying perception in the market. This assignment will brief the research proposal of the consumer (Gamu) buying behavior on the product Coca-Cola. Buying motives are usually regulated by financial, societal, emotional stimuli and many more. The research of consumer behavior aids one and all as everyone is a sort of a peculiar consumer. The 3 independent variable that impacts the dependent variable i.e. consumer perception of buying product are necessity, pleasure and brand recall.
Introduction to Factors Affecting Consumer Buying Behavior
Consumer’s behavior is rather an innovative ground for research that has progressed right after the World War- II. The sellers’ market have vanished and buyers’ market have come-up. It has pointed to pattern change of the producer’s devotion from produce to customer and particularly fixated on the consumer’s behavior. The assessment of marketing notion from just selling idea to consumer concerned marketing have given rise to buyer’s behavior becoming an independent field. The evolution of consumerism and customer regulation highlights the status which is given to the customer. The variation in the behavior of the consumers makes it tough for the marketers to comprehend their pattern. The knowledge of this behavior has permitted the marketers to forecast the buying pattern in the market. This assignment will brief the research proposal of the consumer buying behavior and marketing action on the product Coca-Cola (Ramya and Ali 2016).
Background of Factors Affecting Consumer Buying Behavior
The study is based on the product outlook that have been experienced by the consumer (Gamu) in the consuming the product Coca-Cola. Also, this research will showcase the impact of the independent variables on the dependent variable. The consumer has a purpose for buying a certain product that sturdy sensation, need, nature, want or sentiment which lets the consumer to come to a conclusion to purchase that product. Purchasing reasons are defined accordingly as those inspirations or thoughts that offer the desire to purchase, encourage deed or judge choices in the acquisitions of things or services. These motives are usually regulated by financial, societal, emotional stimuli and many more. The research of consumer behavior aids one and all as everyone is a sort of a peculiar consumer. This type of knowledge is vital for marketers to comprehend consumer behavior to endure and prosper in today’s competitive publicizing scenario. The determination of researching on a particular field is to aid oneself to well escalate its contributions. The aim to research consumer behavior is for the reason that the part it acts in the lives of people. Consumer behavior is supposed to be a practical field as few choices are pointedly impacted by their behavior or probable actions (Pappas 2016).
Objective of the Study
The study has been done to identify what Gamu’s buying behavior both independent and dependent variable play in the pattern of buying perception of a the product like Coca-Cola.
The objective to study consumer behavior is analyze the concept of marketing significance in the consumer’s life. Also, in what ways the Coca-Cola marketing stimulates the buying perception of Gamu. Moreover, to explain those factors that play a vital role in developing consumer’s preference and their selection of product.
Primary Research Process
The research process will discuss around the consumers preference, satisfaction, buying behavior, perception or attitude on the Coca-Cola. In this research design which was based on cross sectional data that was collected through field survey with the help of interrogating the consumers on their buying perception of Coca-Cola. As organization invest huge amount on the marketing of the product in order to keep their product on top of the mind of the consumers. Marketing techniques developed through understanding the perception of human buying behavior has found to be an effective method to sell their products. However, the organizations are finding out the right methods to manipulate the consumers to buy their products. Therefore, the study of the perception of the consumer buying behavior helps to facilitate the them to deeply understand the notion of needs, desires, wants and attitude towards buying products (Sangroya and Nayak 2017). Many organizations have been going to on keeping their products best value for money as the economic situation is an important factor while choosing any product. The knowledge of the consumers perception towards a product aids to understand what they value so much in the product. This inclination is dependent on several direct and indirect influences.
The primary approach of this research is to understand in what ways marketing creates awareness in the consumers. This is important factor as it describes the reach and niche of the market. Also, before releasing a product in what way the organization want to portray their products in the mind of the consumers they are targeting. The final question that need to be answered is how these marketing notions and product perception impact on the buying behavior of the consumers. These factors when analyzed show the vital reasons in developing consumer’s preference for buying a product (Popadynets, Shults and Barna 2017).
Academic Literature
Marketers has always focused on consumers and kept them at their top priority. In order to build customers, it is the primary responsibility of any organization to gain insights and knowledge about its customer. Through this the marketers will be able to satisfy the necessary and important need of the customers and be able to get much better opportunities in the market. Many studies have concluded that marketers need to understand their customers in order to serve them better. The main perception of the consumers must be noted that if the consumers are making rational decision in while buying the product this will resonate the perception and attitude of the buyers of that market. Also, note the consumers behavior and perception if irrational then it could be attracted by promotional activities. This way also influences the emotional perception in the mind of the consumer to buy the product. Many customers choose their products if it could aid in solving their problems. Majority market can be acquired by the products which really solves the most common problems of the consumers. This lets to build the perception of the product to their first choice of choosing that product (Waheed and Yang 2018).
Variables Identified and their Definitions
The study shows 3 independent variable which affect the dependent variable i.e. consumer perceptions of buying are:
Necessity: this variable is one of the guiding factors that tells a lot about consumers buying behavior. Gamu buys the product Coca-Cola because it has created a perception of soft-drinks that makes you feel good. This perception has led Gamu to buy Coca-Cola as his drink.
Pleasure: this variable tells a lot about consumers mind on their buying behavior. Coca-Cola with their taste and feel during consumption creates pleasure in the consumer which also develops the perception of pleasure drinking.
Brand Recall: the consumers are greatly involved during their purchase. The Coca-Cola brand has a huge market in global market and it is renowned as top soft-drink makers (Orji et al. 2017).
Summary of Factors Affecting Consumer Buying Behavior
The assessment of marketing notion from just selling idea to consumer concerned marketing have given rise to buyer’s behavior becoming an independent field. This study is based on the Coca-Cola perception that have been experienced by its consumer (Gamu) . Purchasing reasons are defined accordingly as those inspirations or thoughts that offer the desire to purchase, encourage deed or judge choices in the acquisitions of things or services. The study of the perception of the consumer buying behavior helps to facilitate the them to deeply understand the notion of needs, desires, wants and attitude towards buying products. The 3 independent variables that affect the dependent variable are necessity, pleasure and brand recall.
References for Factors Affecting Consumer Buying Behavior
Géci, A. Nagyová, Ľ. and Rybanská, J. 2017. Impact of sensory marketing on consumer´s buying behaviour. Potravinarstvo Slovak Journal of Food Sciences, 11(1), pp. 709-117.
Orji, M.G. Sabo, B. Abubakar, M. Y. and Usman, A. D. 2017. Impact of personality factors on consumer buying behaviour towards textile materials in south eastern Nigeria. International Journal of Business and Economics Research, 6(1), pp. 7-18.
Pappas, N. 2016. Marketing strategies, perceived risks, and consumer trust in online buying behaviour. Journal of Retailing and Consumer Services, 29(1), pp. 92-103.
Popadynets, N. Shults, S. and Barna, M. 2017. Differences in consumer buying behaviour in consumer markets of the EU member states and Ukraine. Economic annals-XXI, (166), pp. 26-30.
Ramya, N. and Ali, S. M. 2016. Factors affecting consumer buying behavior. International journal of applied research, 2(10), pp. 76-80.
Sangroya, D. and Nayak, J. K. 2017. Factors influencing buying behaviour of green energy consumer. Journal of Cleaner Production, 151(2), pp. 393-405.
Waheed, A. and Yang, J. 2018. The impact of mobile marketing on online consumer buying behaviour: empirical evidence from Pakistan. International Journal of Mobile Communications, 16(6), pp. 624-643.
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