Question:
Discuss About The Consumption And Their Purchasing Behavior?
In business arena, every consumer is accepted as unique and the uniqueness is generally reflects on the pattern of consumption and their purchasing behaviour. The easy on “consumer behaviour” sheds light on the fact that why every consumer differs from each other on the basis of their purchasing behaviour or from the pattern used for consuming any products or services from market (Bowen, 2017). The study of CB or consumer behaviour is very important and crucial for the marketer as it can enable them to comprehend and to make accounting prediction on the consumer purchasing behaviour from marketplace. This study not only highlights upon what a consumer purchase from the market but it also concerns with why he purchases it and when, how and from where he purchases it. In business education, the study of Customer behaviour is one of the most important topics, because the fundamental criterion of business is to acquire and attain customer for prolonged period of time.
A marketer can acquire and/or maintain his customer through proper marketing strategies. Or on the other word, quality of the marketing strategies in business arena is considered as influential for creating and maintaining customer over a period of time (Loureiro et al. 2017). Moreover, it can also be said that a marketer can achieved ultimate business success by fulfilling the organisational objectives which in turn can be possible by satisfying the customer with wide range of products and services in accordance with their expectation. So, therefore, it can be concluded that the sound knowledge and proper information about the customer is not only important but it is also essential for the marketer by which he can develop productive and profit-making marketing strategy and also can create strong relationship with the customer. It not only helpful for him or for his organisation to create market reputation but it can also drive him to achieve competitive edge of contemporary business arena with ease and efficacy (Robinson, 2017).
“Customer behaviour” this term refers to the behavioural approach of a consumer that he exhibit in searching of products and/or services which can suit his taste as well as desire. Customer behaviour is also concerned with the fact that how a customer can take necessary decision by spending their available resources like time, money and efforts for buying products which can satisfy his needs. This includes some important factor like: what he buy, when he buy it, why he buy it, from where he buy it and how he buy it (Chan et al. 2017). These few factors are generally shed light on the customer behaviour towards their pattern of purchasing. Similarly, customer behaviour also highlights upon another few aspects like: how often a customer use the product that he buys from market or how the customer can evaluate the product after buy it (Gummerus et al. 2017). Henceforth, consumer behaviour can be described as the behavioural approach of an individual or a customer towards acquiring, utilizing and to disposing of the products. Use of customer related information can be the easy way for a marketer or business organisation by which he can utilise the “consumer behavioural” approach with ease and efficacy. So, in that context, it can be concluded that effective communication with the customer and to receive the feedbacks from them regarding the products and services being offered by the organisation are two important parts of the “consumer behaviour” concept. In order to shed light on this effective and productive business conception, “hospitality industry” or “ hotel industry” can be taken as model business setup.
From the above discussion, it can be understood that, effective implication of “consumer behaviour” in market arena, marketer or organisation has the necessity and responsibility to choose such place from where customer can avail the products and services easily which is being offered by them. More formally, it can be said that, choice of proper market place is the foremost necessity of any business organisation especially for hospitality industry (Jeong et al. 2017). So, in that case, according to my perception, UK business market can be effective and suitable enough from where any business organisation can operate their business related activities with ease and efficacy. The effectiveness or suitability of external environment of any business organisation can be evaluated by PESTLE analysis process. This analytical tool is widely used in business arena as it sheds light over the external environment by which one can easily recognize and comprehend the relationship between the company and the external surroundings of the organisation and on the basis of that, the marketer can take initiatives for adopting certain change in the organisational macro-environment (Tung, Chen and Schuckert, 2017). In other word, it can be said that PESTLE analysis can provide ample amount of opportunity to the marketer to capture the understanding about the important aspect of external environments and their impacts on business activities by using prompts like Political, economics, Sociological, technological, legal and the environment. In hospitality industry, political, economical, legal and environmental factors of the UK can provide effective and long-term impact as those factors are closely related with the acquisition and the retention process of the customers. Similarly, the technological factors of an organisation can also be utilised as contributory factor as it sheds light on the fact that how an organisation in hospitality industry can offer effective and superior services by using modified and most scientific technological process. So, as a whole, it can be concluded that, though “PESTLE” analysis process can be widely used for evaluating external environment of business organisation, but it can provide effective impact on “consumer behaviour” approach (Jeong et al. 2017). By evaluating external environment, the business organisation can offer superior services and wide range of products to the customer in accordance to their demands and needs. by a simple example it can be clarified: economical factor in PESTLE analysis concerns with the financial background of the population, NI and GDP rate of the nation, gross annual income of the population of that nation. So, by analysing those factors, a hotel or its organisational management can provide such services or products that can make the customer satisfied and gleeful. Similarly, social factor highlights upon the educational background of the nation (UK), literacy rate, and cultural diversity and so on. So, diverse social perspective and ethnicity of the population can make the nation appealing for other nations which ultimately can impact upon the hospitality industry of that concerned nation.
Apart from the PESTLE analysis, STP can be another important model which can enhance both the marketing strategy as well as the “consumer behaviour” approach of the business organisation. STP model is accepted as a audience focused or customer centric business approaches by which marketer can create effective interaction which in turns can help them to convey the message to the commercially appealing customers regarding their services and products being offered by them (Gummerus et al. 2017). By segmentation, marketer can identify and recognise the niches with the specified demand and requirements. In case of hospitality industry, segmentation of the large populace of the country can be segmented on the basis of the demographics, psychographics, livelihoods, the beliefs and the values of the customer and on the basis of their behavioural approach. As an example, in hospitality industry, the hoteliers of ABC hotel in UK can segmented their customer in a few categories in accordance to their demands and economical background. Segment A is set up only for the married couples, who are interested in eco-friendly vocational trip but in affordable price. Segment B can be made up for middle-class families who are interested in safe, family friendly vocational packages and Segment C consists of economic class of people who are interested in stylise, comfortable and luxurious vacation (Chan et al. 2017).
In order to enhance the potentiality of the organisation and to enhance the commercial attractiveness of every segment, the organisational management can focus upon few factors for market targeting and those are:
Size: the chosen market place should be large enough in order to justify the segmenting.
Difference: An appropriate, effective and measurable difference should exist between each segment (Loureiro et al. 2017)
Accessibility: the population across the nation must be segmented in such a way, so that it can be accessible by the organisational management. It in turns can help them to create effective correlation with the segmented customer.
As an example: in order to calculate the earning revenue, the organisational management of hotel ABC checks that from segment A, he earns huge profit compared to other two segment. So, it can be concluded that the size of Segment A is big enough and the hotelier can earn profit on focusing upon that segment in near future.
The last important factor of this customer-centric approach is “product positioning” or more formally it indicates that how the organisational management can position his products or services in order to attract or to target most valuable and important customer segment. Proper creation of positioning map, unique selling proposal, value proposition can be ideal for any organisational management to target precious and the most valuable consumer for long period of time (Bowen, 2017).
Conclusion:
In order to accomplish this essay, it can be conclude that, proper customisation process, unique selling proposition, segmentation and so on can be considered as some important marketing strategies or plans by which marketer can pay maximum importance on the high-value customers as well as on their behavioural approaches towards any products or services.
This essay also includes PESTLE analysis as a marketing tool by which an organisational management can understand the effective relation between the company and the external business environment. This can ultimately help the organisational management to evaluate and understand the actual needs of the customer and behavioural approach towards any products and services which in turn can drive them towards ultimate business success by offering best services to their targeted customers.
The term “attitude” can be described as a erudite predisposition which can be used for making effective response in favourable and/ or unfavourable manner on the basis of some given objectives (Nguyen, Lobo and Greenland, 2017). So, in order to define the attitude, one can pay attention on the elements related with the attitude and their relationship:
So, in case of a consumer, the attitude is considered as a main composite of a customer’s belief, feelings and the behavioural intention towards an objective which is closely associated with the marketing (Sharma and Singh, 2017). These components are interconnected and collectively can impart ample amount of forces that evaluates how a customer may react towards the objective related with market. Various theories or themes can be used to evaluate the consumer behaviour and attitude towards any products or services available in market. The principle conceptions of those theories are to shed light on the social, psychological and the personal factors which can influence a consumer on his decision making process during consumption of any products and services from marketplace. Business organizations manufacturing and selling skin care products for men should develop understanding on the behavioural responses of men of this age group. Men after 40 years of age become quite and show more resistance to change. They have own personal experiences and beliefs they have gained from their life. Geographical, cultural and economical background of male consumers directly or indirectly influences their behaviour regarding consumption of goods and services. Business organizations should explore the background of male community members they are targeting to influence. Marketing strategies of the business organizations should be developed considering the preferences of male community members aged more than 40 years.
Behaviour is a process to make effective response to stimuli. Similarly, Consumer behaviour is also discussed the activities of consumers which is being done by them in acquiring or in using any products and services, it includes the decision making procedures or skills of the consumer that ultimately precedes and evaluate the purchases (Harris et al. 2017). Therefore it can stated that attitude and consumer behaviour can provides a proper framework for understanding and indentifying the actual needs and demands of the consumer. A customer may have both positive attitude and negative attitudes towards any products and services available in market. A customer with the positive attitude or behavioural approach is more likely to purchase any products or services from market in accordance to his needs and demands which in turn can be impacted upon the marketing plan and procedures of an organisation (Tung et al. 2017). Or more formally it can be said that, consumer behavioural approach is a strategic framework by which organisational management can understand or indentify the basic or fundamental needs of customer. On the basis of the marketing analysis, the marketer can offer superior services and wide range of products to the high-value customer to meet their expectation. This can be an effective and the best possible way by which marketer can create effective impact or bring change on customer behavioural approaches towards purchasing ability or procedure (Pérezi et al. 2017).
Men of more than 40 years of age are prone express their manhood to the society they live. They keep trying to say the world that are as productive as they were in their younger days. Considering the ups and downs they have seen in their life, they become quite rigid to their choices. They think more when they are choosing goods and services of certain brands. Marketing strategies of skin care products for men of this age group should be based on profound understanding about this group (Tung, Chen and Schuckert, 2017). Men of different cultural and economic background react differently when it comes to the purchase of skin care products. They put more emphasis on the utility of the products rather than packaging. It is bit more difficult to influence this group by attractive advertisements. Marketing and advertisement strategies of men’s skin care products should be straight forward and realistic content based.
Attitude of the men of this age group is mainly comprises with belief, feeling and the behavioural intentions towards the marketing objectives.
Belief is an important component in customer attitude and consumer behaviour. It can be either positive or it can be negative on the basis of the marketing objective (Heise and Theuvsen, 2017). Like, human beliefs, customer attitude or purchasing behaviour may fluctuate or vary in accordance to the market situation or availability of products and services being offered by any organisation. Some men of this age believe that use of skin care products may be harmful to their manhood. Some of them think that skin care products are for the female members of the society and men do not have to use skin care products to preserve their youth.
Apart from the belief, men of this age group also possesses specific feelings towards any products and services or more specifically on any brands. Like, beliefs, feelings of the customer for any brands or some certain products can be changed. For example, some men of this age group may feel uneasy while buying products of skin care(Gil et al. 2017). They may think what others will think if they see a man buying skin care products. Marketing strategies of the organization should be able reduce the conflicts of these age by advertisement the actual meaning of manhood. They can use model figures, like actors or crickets in their advertisement of skin care products.
A behavioural intention sheds light over the purchasing plan of men of this age group with respect to products or services. Behavioural intention can be described by a simple example- influenced by the advertisement of skin care products they may try to find out a way of reaching to the products and services. Influence of social media or communities and of environment in which he lives is significant in this regard (Schmidt, Herzog and Hammerschmidt, 2017).
In order to understand the consumer attitude as well as attitude of men after 40 years of age in an effective manner, one can shed light over few models of attitude, and among those models, “Tri-component Model” has been considered as beneficial:
Cognitive component: this component generally sheds light over the customer’s knowledge and their perception towards any products and services by addressing customer’s own experiences. This knowledge in turns may highlights over the consumer belief and specific behaviours towards products and services available in market (Ong, Frewer and Chan, 2017).
Affective component: this component consists of an individual’s feelings, sentiments, perspectives, emotions for any particular brands or products or the services being provided by the brand (Le and Vo2017). The state of the mind of a consumer always play effective role which in turns can provide effective impact on the attitude and/or the behavioural approach of the consumer.
Conative component: this component composes of customer’s intention and/or the likelihood towards any particular products or services. This component actually sheds light over the exact behavioural approach or the intention of the customer towards market (O’Sullivan et al. 2017).
Business organizations planning to sale their skin care products to the men of 40s can use this Tri-component Model in developing appropriate marketing strategies.
Adjustment function: proper or effective attitude can help the customer to adjust in different situation. This can be beneficial for the marketer in developing effective correlation or strong relation with the customer and can also offer superior services and products to them in accordance to their needs and within a proper time framework (Heise and Theuvsen, 2017). Skin care products for men should be designed in such a way that they can adjust with their requirements.
Value expression function: attitude can impact upon the value of a customer that he possess. This value in turn can encourage or discourage the customer for buying any products or services. The value of customer can be considered as an important contributor for market as it enables the marketer to evaluate or to understand the actual needs or expectation of the customer. And on the basis of that analysis, organisation can offer products and services by which the marketer can make his customer satisfy and gleeful (Gil et al. 2017). Values of men of concerned age group is quite different from other age groups. Men in this age enjoy absolute maturity and want to access better experiences from their decisions of purchases. Marketing strategies of the business organization should consider this fact.
Knowledge function: Attitude can help a customer in gathering knowledge and information regarding any products or services that he wants to buy from market. The knowledge and proper information regarding any products and/or the services can provide ample opportunity to the customer to make effective comparison with similar other products and can attract them towards the best services available in market (Heise and Theuvsen, 2017). On the other hand, it can be said that, knowledge or information can increase the purchasing capability of a customer as well as it can be beneficial for the marketer too. Effective information regarding any particular products or service may expand the way by which the organisational management can gain customer loyalty and reliability, which ultimately help them to achieve ultimate business success. Business organizations should be able to satisfy the queries of men of concerned age group by providing them enough information of the skin care products through their advertisements.
In order to accomplish this essay, it can be concluded that the attitudes and the behaviour of a consumer can provide effective impact on the marketing strategy in business arena. By evaluating and understanding or by identifying the customer attitude and purchasing behaviour towards any products, services or any brands, a marketer can adopt effective marketing plan or brings effective changes in production process. It can enable them to offer wide range of products and services to the high-valued and targeted customers so that the marketer can offer positive customer experience and can achieve ultimate organisational success in competitive business arena.
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