Understanding How Consumer Behavior Changes PDF Download

Author: Johnny Ch Lok
Publisher:
ISBN:
Category :
Languages : en
Pages : 334

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Book Description
In consumption psychological view point, the current approach is the term " dialectics", considers all forms of human behavior, thus the current approach to the study of consumer divided into four approaches: materialism approach implies that consumer behavior is shaped by the material environment, e.g. money, possessions etc., change approach means consumer behavior is " dynamic" in nature, it is always in a process of continuous motion, transformation and change. Totality means consumption behavior is " interconnected" with other forms of human contradiction means views changes in consumer behavior as arising from their internal contradictions, like moods, emoting etc. The approach studies the consumer as a complex total whole and views consumer purchase as well as consumption processes. The current approach to studying consumer behavior uses both the quantitative as well as qualitative approaches. There are three broad research perspectives in consumer behavior: they are as follows: Decision making perspective, the experiment perspective and behavioral influence perspective. According to decision making perspective, the buying process is a sequential in nature, with the consumer perceiving that there exists a problem and that moving across a series of logical and rational steps to solve the problem; stages being problem recognition, information search, evaluation of alternatives, purchase decision and past purchase behavior, it emphasizes rational, logical and cognitive approach to consumer decision making and purchase process.The experiential perspective believes that not all buying may be rational and logical, in some cases, buying results are from a consumers' desire for fun and fantasy, pleasures, emotions and moods. The perspective emphasizes that consumers are feelers as well as thinkers. The behavioral influence perspective holds that forces in the environment stimulate a consumer to make purchases without developing beliefs and attitudes about the product. In general, quantitative research is used by the positivists and qualitative research is used by interpretivists. How to use quantitative research in consumer behavior? It comprises (i) research techniques that are used to gather quantitative data over large samples randomly and (ii) statistical tools and techniques, e.g. survey, observation and experiments techniques. Thus type of research is descriptive in nature. It is primarily used by the positivists when studying consumer behavior with a focus on prediction of consumer behavior and techniques are also used by " dialectics" approach.How to use qualitative research in consumer behavior? It comprises (i) research techniques that are used to gather quantitative data over small samples techniques, e.g. depth interviews, focus group of study is subjective in nature. The focus is on understanding consumption behavior and consumption pattern . the objective is to gain an understanding of consumer behavior and the causes marketing situations are unique, and hence the finding can't be generalized to marketing situations. It is primarily used by the interpretivists when studying consumer behavior. However, the qualitative techniques are also used by " dialectics" approach.Today, both approaches and are used to study consumer behavior. In some causes, qualitative research may act as an indicator to qualitative research through case studies and other qualitative measures. Qualitative research is very often a prelude to quantitative research are used to prepares scales for surveys and experiments.Brand image attention of behavioral consumption of prediction method