Consumption Behavior

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Description of Consumption Behavior. Explanation.

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Consumption Behavior - Credit CardsDefinition Consumption Behavior. Description.


Consumption Behavior is how an audience reacts to product marketing.


Consumption Behavior or Buying Behavior is people’s buying attitudes and intentions. If a group of people is exposed to some form of advertising of a product or a service they will then response to the advertised message with certain definable behaviors.


Why do people buy or not buy certain products? Why do they watch certain commercial messages and what makes them buy those products or services? According to various media studies there are 3 main reasons for a positive reaction of an audience towards advertising:

  1. Social Utility: people watch commercial messages to obtain information about the social significance of a product or a brand. Many external manifestations of status have to be maintained through expenditures—i.e., maintenance of a unique “life style,” to use the modern term (Leibenstein, Harvey, 1975, “The Economic Theory of Fertility Decline,” Quarterly Journal of Economics, 89, 1 (February): 1-31. They need to categorize the advertised message according to their Lifestyles and social grades.
  2. Communication Utility: people watch commercial messages in order to create a basis for discussion with others. The knowledge of certain products or services is often used as a topic in any interpersonal communication.
  3. Vicarious Consumption: people watch an ad to participate indirectly in a desired lifestyle. The association with the actors or objects of a commercial message (TV commercial, online ad, printed advertisement, or some form of Ambient Advertising) allows them to feel prestigious and glamorous.

A more sophisticated classification is the one by Packhard. Marketers utilize many tools to study, predict and understand Consumption Behavior: market research, Focus Groups, market testing and market sampling. Via Positioning marketers can even manipulate the perception of consumers.

Prior to analyzing Consumption Behavior it is advisable to perform Market Segmentation, which could be Demographic or Psychographic, etc.




Consumption Behavior Forum (5 topics) Help
  Why Consumers Using Price Comparison Sites not Always Buy the Lowest Price Product
The existence of price comparison sites has led to stronger competition between online sellers. This has mainly to do with the fact that online consumers become more price sensitive after having used a price comparison site, according to many studies...
     
  Trends in Consumer Marketing and Resulting Consumer Behavior
Fortin and Uncles (2011) reviewed the last decade and its main developments and trends. They argue that the B2C marketing environment has made rapid transformations during this period, and can now be portrayed as turbulent and disruptive. These trans...
     
  The Role of Ethics in Consumer Purchasing Behavior
During the past decades, consumers have become more and more aware of ethics: consumer rights and product requirements. This has both changed consumer’s expectations of marketers as well as their buying behavior. The attitude towards more ethical pro...
     
  2- and 3-part Cost Structures in Consumer Behavior: The 'Free' Allowance
In the past decades, an increasing amount of companies from various industries have tried to change their pricing structures. A common seen trend, in particular among telecom providers, banks and energy providers, is the replacement of a 2-part costs...
     
  Buying Decision Types
What types of consumer buyer decisions exist? Thanks for your inputs......
     



Consumption Behavior Special Interest Group


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Resources - Consumption Behavior Premium
Materialism. Causes, Consequences and Remedies - Corporate Sustainability, Consumerization
Consumer Behavior in the Service Sector - Decision Making, Behavioral Economics
The Internet / Social Media Revolution - Social Media, Internet Strategy, Internet Impact, Digital Revolution
Consumer Buyer Behavior & Business Buyer Behavior - Marketing, Strategy Decision
 

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Compare with: 8 Hidden Needs  |  10 Commandments for Media Consumers  |  Multitasking Consumer  |  Product Life Cycle  |  Positioning  |  Marketing Mix  |  Extended Marketing Mix (7-Ps)  |  Product/Market Grid  |  Wheel of Consumer Analysis

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