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
  Consumer Buying Behavior wrt Health Care Products
What are the factors influencing consumer buying behavior with reference to health care products?
In fact, I'm working on an assignment. Its title is 'Analysis of factors influencing consumer buying behavior with reference to health care product...
     
 
  Why Consumers Purchase Goods or Services in the Informal Economy?
Williams and Martinez-Perez (2014) review research about customer behavior in the informal economy. The informal economy is that part of the economy not regulated, monitored or taxed by the state. As a result, income obtained in the informal e...
     
 
  Influencing Product Adoption Through Social Networks
Comprehending product adoption behavior is important for companies because it helps them to understand and be able to influence consumers' decisions.
As a means of influencing buying behavior, advertising
     
 
  Why do Consumers Rescind Products/Purchases?
Why do consumers rescind (Editor: ~declare null and void) purchases they made?
Most developed countries have laws that protect consumers that enter contractual agreements by requiring a cooling-off period, i.e., a period in which consumers can r...
     
 
  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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Best Practices - Consumption Behavior Premium

Expert Tips - Consumption Behavior Premium
 

Understanding Why Customers Buy: Katz Functionalist Theory of Attitudes

Obtaining insights into attitudes of customers is important for organizations, because attitudes influence customer behavior. An important theory on (...
Usage (application): Consumer Attitudes, Customer Attitudes, Buying Behavior, Advertising
 
 
 

Self-gifting Buying Behavior

Clarke and Mortimer (2013) assess the motivations of self-gifting behavior and its following post-purchase regret. Self-gifting refers to buying produ...
Usage (application): Consumer Marketing, Self-Gifting, Consumption Behavior, Consumer Behavior
 
 
 

Childrens' Understanding of Advertizing: Three Stages of Consumer Socialization

The way that people behave and how they make their decisions in the marketplace depends on the processes by which they have obtained skills, knowledge...
Usage (application): Advertizing to Children, Targeting Children, Consumer Socialization, Marketing to Children
 
 
 

Customer Relationship TYPES

Next time you're using the term "CRM", remember there's an R in it... The R of "Relationship".
Actually, customers (want to) have many different ...
Usage (application): CRM, Relation Marketing, Branding
 
 
 

Differences in Purchasing Decision Making and Consumer Behavior in BOP-markets

It is often assumed that the behavioral trends and practices of consumers in BOP-markets are the same as in developed markets (only buyers have less m...
Usage (application): Bottom of the Pyramid, Consumer Behavior, Consumer Marketing
 
 
 

Gift Getting and Giving: Cash, Gift Card or Recipient's Desires?

I read an interesting article about giving and receiving gifts and especially about the choice of gifts. The article divides gifts into different g...
Usage (application): Giving and Getting Gift Cards, Consumer Behavior, Consumer Marketing
 
 
 

The Role of Diversity in Personal Traits on Innovation and Innovativeness

New research by Hewlett, Marshall and Sherbin proves that diversity (of personal and team traits) drives innovation and fuels market growth, although ...
Usage (application): Innovation, Increasing Organizational Innovativeness
 
 

Resources - Consumption Behavior Premium

Consumer Behavior in the Service Sector

Presentation about consumer behavior in services. The presentation includes the following files:
1. Consumer Problems
2. Search, Experience ...
Usage (application): Decision Making, Behavioral Economics
 

Customer Behavior on the Internet

This presentation (2202) is about consumer behavior on the internet, but is still surprisingly relevant. Includes the following sections:
1. Cent...
Usage (application): Internet Consumption Behavior, Internet Consumer Behavior, Web Customer
 

Industrial Purchasing Behavior

This presentation provides insight into industrial buying behavior and includes the following sections:
Program
Characteristics of Organizat...
Usage (application): Buying Behavior, Decision Making, Purchasing Process, B2B Purchasing
 

Materialism. Causes, Consequences and Remedies

Presentation about materialistic values and how this affects the environment. The presentation includes the following sections:
1. Materialism Usage (application): Corporate Sustainability, Consumerization
 

The Internet / Social Media Revolution

Video shows how fast social media is growing. And gives a clear status of the position of social media by 2014.
Great starter for a discussion, p...
Usage (application): Social Media, Internet Strategy, Internet Impact, Digital Revolution
 

Consumer Buyer Behavior & Business Buyer Behavior

Presentation about:
- Consumer buying behavior
- Business buying behavior.
First consumer buying behavior is explained and outlined. Af...
Usage (application): Marketing, Strategy Decision
 

Affective Versus Cognitive Consumption Behavior

This presentation provides information about consumption behavior and includes the following sections:
1. What is Marketing?
2. What is Cons...
Usage (application): Consumption Behavior, Consumer Behavior
 

Customer Segmentation by Emotion: The EMO-index

Emotions are an important part of customers' overall experience and final decision making; therefore they contribute to value creation. Although the i...
Usage (application): Consumption Behavior
 
 

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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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