Consumer Behaviour and Research Essay Example | Topics and Well Written Essays - 1500 words

Consumer Behaviour and Research - Essay ExampleThe theory presents a model that states the factors stimulating individual, assort or corporate secures, the intervening variables that may influence the barter for decisions, and the likely outcome of such purchase decisions. The factors influencing the purchase decision, according to this theory, is the sensitivity to information, perception bias and the active search for information, which ends-up indicating the favorable purchases to be done, base on the buyer preferences (Howard, 1965 p84). This is a progressive development from the earlier utility and Herbert Simons satisficing life theories, which based the consumer expression solely on the needs of the individual, ignoring all the intervening factors that could alter the purchase decision (Loudon, 1988 p 48). possibility of sound Action (TRA) This theory was developed in 1975, postulating that the buyer decision is fully influenced by beliefs and attitudes (Foxall, 2005 p16) . Thus, the surgical operation of buyer behavior is preceded by attitude formation, where the buyer evaluates the alternative products and services that are available to take on their needs, while gauging each product and services upon its effectiveness and attractiveness. The theory further advanced, to not only compute at the attitudes, but also interrogate the behavior depicted by the buyer throughout the purchase decision and execution process (Engel, Kollat & Blackwell, 1968 p10). This advanced the development of the consumer behavior theories further, from a mere focus on the needs and satisfaction process, to the actual involvement of the buyer, in information evaluation and arriving at informed decisions (Massy, Montgomery, & Morrison 1970 p16). The speculation of Planned Behavior This is a buyer intention and prediction analysis... The researcher of this essay aims to analyze the consumer behavior, that ordinarily depicts the processes by which individuals or groups o f people secure, utilize and dispose products or services, in a bid to carry through their needs. Today, there are various theories that have been put across to explain the consumer behavior. Notably, theories of consumer behavior have been astray developed since 1800 to present day, with subsequent theories improving and expanding the previous ones. The development in the theories of buyer behavior took an upwards trend starting 1950, with many researchers keenly engaging in the evaluation of the factors that influences the consumption behavior in individuals. The consumer behavior theories that have been subsequently developed include Herbert Simons satisficing life theory, the Theory of Buyer Behavior, Theory of Reasoned Action, The Theory of Planned Behavior. These theories were analyzed in details in this essay. The researcher also described the online buying, that has survive a norm for many people, owing to the recent technological developments that allow individuals to pu rchase products and have them delivered, in the comfort of the houses. While traditionally people used to visit stores and premises to inspect the products on sale, they are currently viewing the products online, while assessing their features and usability from the sellers website, so that straight-to-the-point description of the products are needed for the slaying of the successful strategy.