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Assumptions Of Consumer Behavior By Psychology Marketing Essay

The term consumer behaviour refers to the behaviours that consumer display in searching for, purchasing using, evaluating and disposing of products and servers. Psychology attempts to look at the consumers' behaviour in order to aid them to achieve maximum economic satisfaction. Human needs are unlimited while the resources available to satisfy the wishes are limited consequently man must choose among his infinite wants in order to achieve good satisfaction. Usually, consumer fails to consider his level of preference when he comes to make choice on the other hand he behaves irrationally and the problem leads him to make poor choice. Psychology as a field of review tries to take a look at how consumer behaves.

Application of mindset to the financial business is of great importance as it tries to analyze the needs and demand of consumer. The filed of psychology tries to adopt scientific procedures in order to examine consumer behaviours and also to make the data available for the benefit of businesses. Understanding consumer behaviour by a commercial enterprise helps greatly in lowering the speed of risk and doubt. Many factors effect the decision of consumer and the domains of psychology attempt to watch those factors to permit sectors has good market because of their products. Industries adopt the use of psychological rules and ideas to predict future behaviours of consumers, thus allow the market sectors to make good planning for consumer satisfaction.

This paper tries to see how understanding of consumer behaviour allows industries to inspire consumers in a business setting up. Infect, the field of consumer psychology emerges because of this of higher level of financial competition among business. Consumers' drive is very essential for goods profit just like personnel drive is to a business.


Consumer is assumed to react in the following ways:-

-Consumers act in their own do it yourself interest. This generally of goods and services they themselves consume and is independent of qualities used by others (Reider, 1947). These interactions which we consider are on the main of consumer behaviours are thus assumed away at the outset. There is distinctive exception. (Leibenstein, 1976) has examined what he termed "band-wagon, snob and veblen" results in consumer behaviour and undoubtedly Veblen himself put the result on consumer's spending on other people at the centre of his theory.

- Consumers act to maximize (utility, income, and end result) is rational. This assumption enables use of the powerful mathematics of search engine optimization differential calculus mathematic coding and optimum control in consumer theory but improve the question whether this body of theory has already reached a state of thomistic refinement with little discernible relation to the real or possible patterns of flesh and blood vessels individual (Simon, 1957). He also proposed a theory of "satisfying" when consumer select the first acceptable alternative instead of scanning the choice place for the optional one.

- Consumers likes are secure and unchanging. An introductory financial textbook (Lipsey and Steiner, 1972) claims that changes in demand that are credited to changes often cannot be measured. "A far more extreme view (Stingler and Becker, 1977) holds that likes are infect continuous over an individual's life time. Mindset can make a exceptional contribution to increased realism and predictive electric power of consumer theory by demonstrating how consumer likes, wants, principles and dreams are endogenous change over the life span routine, can be accurately assessed. The huge books on general market trends large overlooked by micro-economics focuses on this issue.

- Self applied- interest is assessed by "utility" in simple function of level of goods and services bought; utility functions are characterized by diminishing marginal power. An early analysis by Thurstone (1931) posited long linear electricity functions recognized by theory and by tests. Scitovsky (1976) has attacked the simplistic power function cannot to micro-economics. Relying on empirical work by such psychologists as the D. E. Berlyne. Scitovsky reasons that our satisfaction from eating a meal depends on when we previous ate and the pace at which our cravings for food is satisfied. He termed this result "comfort" "novelty" and "pleasure" respectively and uses them to describe why modern societies have more goods but less contentment. Scitovsky show in particular how immediate satisfaction of wants common to societies of large quantity (comfort) can rob us of increased satisfaction, through gratifying wants which have been allowed to grow by waiting (pleasure).


Just as consumers and marketers are diverse, why mindset studies consumer behaviour are also diverse. The field of consumers behaviour keeps great interest for all of us as consumers as marketers so that as scholars of human behavior. As consumers we benefit from insights into our very own consumption - related decisions: what exactly are buy, why we buy, how exactly we buy, and the promotional affects that persuade us to buy. Mindset enables us to be better that is wiser consumers.

As marketers and future marketers, it's important for us to identify why and exactly how individuals make their ingestion decisions, so that we can make better proper marketing decisions. If marketers understand consumer behavior, they could forecast how consumer will probably respond to various informational and environmental cues, and have the ability to condition their marketing tactical accordingly. Without doubt marketers who understand consumer behaviour have great competitive benefit on the market place (David B 1987).

As scholars of individuals behaviour, we are worried with understanding consumer behavior; with getting insights into why individuals act in certain consumption related ways and with learning what internal and external affects impel them to act as they actually. Indeed, the desire for understanding consumption related human behavior has resulted in a variety of theoretical methods to its research.

The original thrust of consumer mindset was from a management perspective, marketing managers wished to know the precise causes of consumer behaviour. They also wanted to know how people receive, store, and use consumption related information, in order that they could design marketing strategies to influence utilization decisions. They regarded the consumer behavior as an applied marketing science. If indeed they could forecast consumer behavior, they could impact.

Psychology empowered marketers to notice that consumers did not always respond or behave as marketing theory and would suggest. The size of the consumer market in many countries was huge and constantly growing. Consumer preferences were changing and becoming highly diversified. Even in commercial marketplaces where needs for goods and services were always more homogenous than in consumer marketplaces, purchasers were exhibiting diversified tastes and less predictable purchase behaviour. In fact, psychology helps marketers to adopt effective strategies that could allow them have good market because of their goods and services (David B. 1987).

The primary reason for studying consumer behaivour as part of a marketing curriculum is to comprehend why and how consumers make their purchase decisions. These insights allow marketers to create far better marketing strategies. Yet some individuals are concerned that an in depth understanding of consumer behaivour makes it possible for unethical marketers to exploit human being vulnerabilities in the market place. In a nutshell, they are concerned the knowledge of the consumer behaivour provides marketers an unfair benefit consumer is a individual whose behaviours are difficult to be predicted and control, many factors affects human being as a result psychology always finds it very hard to measure individuals behaviour (Leon G. . 1995).

Even though consumer is a complex character but the application of subconscious principles to examine how he behaves help business enterprises to persuade consumers to own good market.


Many emotional and economic theories make an attempt to clarify consumer behaviour and how the explanation benefits business enterprises. Consumer Behavioural Theory attempts to tell apart between so-called logical motives and psychological (non-rational) motives. The theorists use the word rationality in the traditional economic sense which assumes that consumer behaves rationally when they carefully consider all alternatives and choose those that give them the higher utility. Inside a marketing context, the word rationality means that consumer select goals predicated on totally objective conditions, such as size, weight, price, or miles per gallon.

The theory also assumes that emotional motives imply the selection of goals matching to personal or subjective criteria (e. g. the desire for individuality, pride, fear, affection, position).

The assumption root this distinction is the fact subjective or emotional requirements do not improve utility satisfaction. However, it is realistic to believe that consumers always attempt to choose alternatives, that are their view, serve to increase satisfaction. Naturally, the examination of satisfaction is a very personal process, predicated on the individual's own need composition as well as past behavioural and cultural experiences. What may appear irrational to another observer may be properly logical in the framework of consumer's own mental health field.

The theory assumes consumer is inspired by both his aim and subjective emotions. It tries to observe that there surely is a person difference among consumers, our preferences, preferences and fashion differ. Business enterprises are expected to look at consumers' tastes, preferences and fashion, doing that will enable them to create goods and services suitable for their likes and preferences. The theory provides good reason of consumer behavior that truly helps businesses to have good market or to generate good profit therefore of upsurge in the requirements of its good and services etc. The theory encourages businesses to engage in consumer research so as to know their preferences and tastes. The theory encourages business enterprises to design the size, color and smell of its products ideal for the consumers' interest etc.

Psychoanalytic theory:- Analysts who applied Freud's psychoanalytic theory to the analysis of consumer behaviour or personality that tend to stress the theory that individuals drives are essentially unconscious which consumers are primarily unacquainted with their true known reasons for buying what they buy. These researchers tend to concentrate on consumer acquisitions situations, treating them as a representation and an expansion of the consumer's own personality. In other words, what one wears, bears, and exhibits are taken up to represent the individual's personality.

Consumers not only ascribe personality characteristics to products and services, in addition they tend to associate personality factors with specific shades. For instance, yellow is associated with "novelty" and black frequently connotes "sophistication".

The theory helps to understand that individuals are sometimes considering certain goods and services in order to ascertain who or what they are. Some consumers buy certain goods showing the social class they belong. The data of consumers personality permits businesses in persuading consumers to get certain goods and services. Your personality decides who or what you are, it also determines your needs and wants and this knowledge enable business enterprises to meet or satisfy the consumers want. The idea helps in providing the real picture of consumers and helps businesses to keep cordial romance with consumers.

Maximization Theory: - assumes an individual behave to be able to maximize as et of properties in its environment. For example, under confirmed group of experimental conditions, a rat might act in order to obtain food and water and seed orients its leaves and water. Such ideal mixtures are maxima given environmentally friendly condition.

Departure from the maximum satisfaction obtained under one group of condition (which constrains behaviour in a single way) would take place when conditions were improved, then the behavior (of the rats, or crops) was constrained in another way. The duty of maximization theory is to forecast behavior under the new constraint. Consumer behaves in a different way under a different scenario. Consumer always attempts to attain maximum satisfaction out of eating a specific goods or services. Form of maximization theory has came out from time to time in psychology. One can find maximization expressed pretty much plainly in the desire ideas of Leob (1918), Lewin (1938) and the new-Hullian Miller (1959) discord theory and Lugan's (1960) receptive theory ) our maximization theory is stimulus, a theory of desire.

The theory really helps to forecast consumers behaviours as such it enables company to learn the choice and preferences of consumers. Such knowledge would allow the said company to win the interest of consumers also to get good profit. The data of different factors that make consumers to respond differently enables businesses to learn the marketing strategies to be adopted to advertise their goods and services.

Comparative analysis between consumer and employees motivation in an organization.

Consumers are encouraged through advertisement to get started on or boost the use of certain goods and services. In an identical vein an organization motivates its employees through various means to increase their productivity. The progress of a business heavily depends on the grade of its workers. In the same way, consumers determine the successful output of business enterprises, the power of businesses to stimulate consumers to purchase their goods and services determines the efficiency of the businesses.

As company adopts strategies to motivate personnel to increase their output, similarly businesses adopt. Similar ways of motivate consumers to get good market, as sectors try to maintain cordial and harmonious romantic relationship with the consumers; organization also tries to keep good relationship using its staff or workers.

Karl utmost (1818-1883) emphasized that the grade of a product depends upon the quality of those that produce it i. e. the employees organizations therefore motivates its workers and present them good training to enable them provide high quality service. Personnel in an firm play a good role towards motivating consumer to take their products.


Many scholars offer some justification on consumer behaviour. The power of a business enterprise to get good market for their goods and services heavily depends on their ability to comprehend the consumer behavior. This is due to the fact that consumers have personal preferences and tastes which need to be studied to be able to influence them to consume particular goods. The degree for the needs of goods and services actually establishes the rate of profit. As a result industrialists must take part in motivating consumers through understanding their behaviours. The adoption of psychological principles to the business enterprise practice in understanding consumer behaviour isn't only important but necessary. Equally as organizations motivate staff to increase their efficiency, it also motivates consumers to start or increase their rate of usage because of its good and services.

In view of the above mentioned, industries engage in the advertisement of these goods and services so as to encourage consumers to buy their goods. Employees are also inspired to keep up cordial relations with consumers in order to encourage them. Drive of workers and the motivation of consumers go side - in- hands. They both play a good role in sustaining the business.

Many scholars notice the importance of mindset in understanding consumer behaivour and exactly how such understanding enables business enterprise to possess good market. Businesses need to hire the use of psychological theories and rules to allow them meet the contemporary economic problems.

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