Consumption Behavior

Knowledge Center

   

Description of Consumption Behavior. Explanation.

Contents

Premium

 

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 Special Interest Group


Special Interest Group (108 members)


Consumption Behavior Forum  

Recent topics

  Consumption Behavior in Dental/Oral Healthcare
What is the typical consumption behaviour of consumers in the dental/oral healthcare market?
We intend to introduce a hypothetical product concep...
     
 
  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 titl...
     
 
  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 ec...
     
 

Best Practices - Consumption Behavior
  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...
     
 
  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 consum...
     
 
  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 ...
     
 



All you need to know about management


  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.<...
     
 
  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 t...
     
 
  Buying Decision Types
What types of consumer buyer decisions exist? Thanks for your inputs......
     
 
  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 ent...
     
 

Expert Tips - Consumption Behavior
 

Understanding Why Customers Buy: Katz Functionalist Theory of Attitudes

 
 
 

Self-gifting Buying Behavior

 
 
 

Childrens' Understanding of Advertizing: Three Stages of Consumer Socialization

 
 
 

Customer Relationship TYPES

 
 
 

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

 
 
 

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

 
 
 

The Role of Diversity in Personal Traits on Innovation and Innovativeness

 
 



Advance yourself in business administration and management



Resources - Consumption Behavior

Consumer Behavior in the Service Sector

 

Customer Behavior on the Internet

 

Industrial Purchasing Behavior

 

Materialism. Causes, Consequences and Remedies

 

The Internet / Social Media Revolution

 

Consumer Buyer Behavior & Business Buyer Behavior

 

Affective Versus Cognitive Consumption Behavior

 

Customer Segmentation by Emotion: The EMO-index

 
 

News about Consumption Behavior


     
 

Videos about Consumption Behavior


     
 

Presentations about Consumption Behavior


     
 

Books about Consumption Behavior


     
 

More about Consumption Behavior


     



Accelerate your management career



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

Special Interest Group Leader

 
 

Return to Management Hub: Communication & Skills  |  Marketing


More on Management  |  Return to Management Dictionary  | 

 

This ends our Consumption Behavior summary and forum.



About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
© 2018 12manage - The Executive Fast Track. V15.0 - Last updated: 17-11-2018. All names ™ of their owners.