Research on Consumer Behaviour
Gauri Bansode – 65
FY – MMS
Business Research Method
10 Research articles on Consumer Behaviour
Consumer Behaviour and Role of Consumer Research in Marketing
Dr. Rakesh Kumar’s 2017 article *”Consumer Behaviour and Role of Consumer Research in Marketing”* explores the importance of understanding consumer behaviour and how consumer research plays a critical role in developing effective marketing strategies. The article explains that consumer behaviour encompasses the actions and decision-making processes individuals undergo when purchasing goods and services, influenced by psychological, social, and personal factors. It outlines key models, such as the Black Box Model and the Engel-Kollat-Blackwell Model, which help explain how consumers make decisions. The article emphasizes that consumer research, which includes both qualitative and quantitative methods, enables businesses to better understand consumer needs, preferences, and behaviour, leading to more targeted marketing efforts, product innovation, and customer satisfaction. Furthermore, the piece highlights the challenges businesses face in consumer research, such as data complexity and changing consumer preferences, while also recognizing the transformative impact of technology, including big data and AI, in improving the accuracy and efficiency of consumer insights. Overall, Dr Kumar stresses that ongoing consumer research is essential for businesses to remain competitive, as it helps them adapt to shifting market trends and build stronger, long-lasting relationships with customers.
The Impact Of Globalization On The Food Behaviour Of Consumers – Literature And Research Review
Gabriela Hanus’ 2018 article examines how globalization has impacted the way people approach food and eating habits. It highlights how the growing global interconnectedness has led to a fusion of food cultures, making foods from around the world more accessible. As a result, consumers are increasingly adopting foreign diets, such as fast food and processed foods, which has shifted traditional eating habits in many societies. The article also notes that while globalization offers greater variety and convenience in food choices, it has also contributed to health concerns like obesity and other diet-related diseases. Media and advertising play a significant role in promoting these global food trends, especially among younger generations. Hanus points out that while globalization has expanded food options and diversity, it has also raised questions about its effects on local food cultures and individual health. In summary, the article underscores the complex and multifaceted effects of globalization on consumer food behaviour, offering both opportunities for culinary diversity and challenges related to health and cultural preservation.
Understanding Consumer Behaviour In A Digital Age
Olimpia Elena Mihaela Oancea’s article explores how digital advancements—particularly the internet, social media, and mobile devices—have drastically reshaped consumer behaviour. With easier access to information, consumers are now more informed, selective, and empowered in their decision-making. Online reviews, social media influencers, and digital recommendations play a significant role in guiding purchasing choices. Businesses are responding to this shift by leveraging data analytics and personalized marketing strategies to effectively engage with specific consumer segments. The article also highlights how consumer journeys have become more complex, with many customers engaging in multi-channel shopping, moving between online platforms and physical stores before finalizing purchases. The rise of e-commerce has led to the increased use of digital marketing techniques like SEO, social media campaigns, and targeted emails to shape buying patterns. Moreover, Oancea emphasizes growing concerns around trust, security, and privacy, as consumers are cautious about sharing personal information due to risks like data breaches and digital fraud. In conclusion, the article stresses that businesses must adapt to these new consumer behaviours and leverage the right digital tools and strategies to meet the expectations of today’s tech-savvy, digital-first consumers.
Considerations on the Study of Consumption and Consumers’ Behaviour
Ecaterina Putz’s article emphasizes the crucial role of studying consumer behaviour to help businesses meet consumer needs, enhance marketing strategies, and influence product design and communication efforts. Putz argues that consumption is a multifaceted process, shaped by psychological, social, cultural, and economic factors, making it more than just purchasing goods or services. The article reviews various research methodologies for studying consumer behaviour, including qualitative methods (interviews, focus groups) and quantitative methods (surveys, data analysis). These tools allow businesses to gain valuable insights into consumer preferences, motivations, and purchasing patterns, driving more effective marketing. Putz highlights the challenges in understanding consumer behaviour, including changing preferences, emotional influences, cognitive biases, and the impact of advertising and peer pressure. She also acknowledges the growing importance of digital technology, with online shopping, social media, and digital marketing transforming how consumers access information and make decisions. In conclusion, the article stresses the need for ongoing consumer behaviour research to stay competitive and address broader social issues like sustainability and responsible consumption.
Managing Behaviour of Retail Trade Consumers
The 2014 article by Budnik Maryna M. and Dvalishvili Lada V., “Managing Behaviour of Retail Trade Consumers,” explores how consumer behavior in retail is shaped by psychological, social, cultural, and economic factors. The authors emphasize the importance of creating a customer-centered retail environment and aligning strategies with consumer preferences. Key strategies include store design, product placement, pricing, and promotions (discounts, loyalty programs) to influence purchasing decisions. Emotional factors also play a significant role, with the authors noting that personalized service and creating an enjoyable shopping experience foster brand loyalty. The article also discusses the growing impact of digital technologies, such as e-commerce and social media, on consumer behaviour. Retailers must adopt omni-channel strategies to provide a seamless shopping experience across both physical and digital platforms. In conclusion, the article stresses the need for retailers to stay adaptable, continuously monitor shifts in consumer preferences, and integrate digital trends to remain competitive, fostering customer loyalty and driving sales.
Socially Responsible Consumer Behaviour
The 2015 article by Kos Kavran, Cerovic, and Jelusic, “Socially Responsible Consumer Behaviour,” explores the rise of socially responsible consumption and its impact on consumer behavior. The authors define this behavior as making purchases based on sustainability, fairness, and ethical treatment of workers, reflecting a shift from price-driven choices to values-driven decisions. Key drivers of this shift include personal values, global awareness (e.g., climate change, inequality), and societal pressures. Consumers are increasingly prioritizing eco-friendly products, fair trade goods, and brands with strong corporate social responsibility (CSR) practices. The article also highlights how businesses are responding by adopting CSR initiatives and promoting sustainable products. However, the authors note challenges, such as the price sensitivity of consumers, reluctance to pay premiums for ethical products, and the gap between attitudes and actual behaviour. They argue for continued education, transparent marketing, and the development of affordable, socially responsible products to drive real change. In conclusion, the article stresses the growing importance of socially responsible consumer behaviour, calling for collaboration between businesses and consumers to encourage ethical consumption.
Consumer behaviour in the tourism market typology
The 2019 article by Adriana Csikósová, Katarína? ulková, and Mária Jano?ková, “Consumer Behaviour in the Tourism Market Typology”, examines consumer behavior in the tourism industry and introduces a typology to categorize tourists based on their preferences and behaviors. The article explores the diverse factors influencing tourist decision-making, such as personal motivations, cultural influences, socio-economic conditions, and external trends like technology and global events. The authors argue that tourism consumers are not uniform, and they create a typology to help businesses target their marketing and services more effectively. Key factors impacting behavior include personal motivations (e.g., relaxation, adventure), social media influence, and the rise of digital tools, which have empowered consumers to compare prices, read reviews, and book trips more easily. Segmentation is emphasized as essential for crafting personalized travel experiences, whether targeting luxury, eco-tourism, or budget-conscious travelers. By understanding different tourist types, businesses can better align their offerings to customer needs, improving satisfaction and competitiveness in the market. In conclusion, the article stresses that a deep understanding of consumer behavior and proper segmentation helps tourism businesses develop targeted strategies and adapt to evolving market trends.
Factors influencing the consumer behaviour when buying food
The 2007 article by J. Stávková, H. Prudilová, Z. Toufarová, and L. Nagyová, “Factors Influencing the Consumer Behaviour When Buying Food”, examines the key factors shaping food purchasing decisions. These include price sensitivity, with consumers balancing cost and value; convenience, where ready-made meals are favored; health consciousness, driving demand for organic and functional foods; and the impact of advertising through both traditional and digital media. The article also highlights the influence of social and cultural factors, such as family and peer influences, and the growing importance of environmental awareness, with many consumers opting for sustainable, ethically sourced products. Understanding these factors is essential for businesses to adapt and effectively target the evolving food market.
New methods to analyze online consumer behaviour
The 2017 article by Mihai Andronie and Mariana Iatagan, New Methods to Analyze Online Consumer Behaviour,”* explores the latest techniques for studying consumer behavior in the digital environment. With the growth of online shopping, traditional methods of understanding consumer behavior are no longer enough. The authors present innovative tools like web analytics, clickstream analysis, heat mapping, and eye-tracking as new ways to gain insights into how consumers interact with websites. Web analytics helps track consumer behavior by analyzing metrics like website traffic, bounce rates, and time spent on pages. Clickstream analysis follows the sequence of clicks a user makes, allowing businesses to understand the user’s path through a site and identify potential barriers to purchasing. Heat mapping shows where users’ attention is most focused on a page, and eye-tracking technology tracks the movement of a user’s gaze, revealing which elements draw the most focus. The article also highlights the growing role of social media analysis in understanding consumer preferences. Platforms like Facebook, Instagram, and Twitter shape how consumers perceive products and make decisions, so analyzing online sentiment and engagement on social media is crucial. In conclusion, the authors emphasize that businesses must adapt to these new methods of analyzing online consumer behavior to better understand their customers, improve user experiences, and optimize e-commerce strategies. By using these tools, companies can increase customer satisfaction and boost sales.
The Psychology of Consumers and the Behaviour Analysis: A Case of Romanian Refrigerator Market
Emmanuel Olusegun Stober’s 2016 article, “The Psychology of Consumers and the Behaviour Analysis: A Case of Romanian Refrigerator Market”, delves into the psychological factors that influence consumer behavior, specifically within the context of purchasing refrigerators in Romania. Stober emphasizes that consumer decisions are shaped not only by practical needs but also by emotions, personal perceptions, brand image, and social status. Consumers tend to consider product attributes such as energy efficiency, size, and design, but psychological factors like perceived value and familiarity with well-known brands often outweigh functional considerations, even when the price is higher. The article also examines the role of cultural influences, particularly the impact of family expectations and societal norms on purchasing choices. Stober concludes that businesses should tailor their marketing strategies to address both the emotional and functional needs of consumers, aligning products with factors like perceived value, brand reputation, and cultural relevance to enhance customer loyalty and boost sales.
CONCLUSION:
In conclusion, the articles highlight that consumer behaviour is influenced by a combination of psychological, social, economic, and technological factors. Understanding consumer preferences through segmentation and targeted marketing is crucial for businesses to meet diverse needs. The rise of digital tools like web analytics and social media monitoring is reshaping how companies analyze online consumer behaviour. Factors like brand image, social status, and sustainability also significantly impact purchasing decisions. Businesses must adapt to these shifts by understanding emotional drivers, aligning products with consumer values, and leveraging new technologies to enhance the customer experience. In a competitive landscape, staying attuned to evolving consumer behaviour is essential for success.
REFERENCES:
Adriana Csikósová & Katarína ?ulková & Mária Jano?ková (2019): Consumer behaviour in the tourism market typology
Andrijana Kos Kavran & Ljerka Cerovic & Adriana Jelusic (2015): Socially Responsible Consumer Behaviour
Budnik Maryna M. & Dvalishvili Lada V. (2014): Managing Behaviour of Retail Trade Consumers
Dr. Rakesh Kumar, 2017. “Consumer Behaviour and Role of Consumer Research in Marketing,” Journal of Commerce and Trade, Society for Advanced Management Studies, vol. 12(1), pages 65-76, April.
Ecaterina Putz (2013): Considerations on the Study of Consumption and Consumers’ Behaviour
Emmanuel Olusegun Stober (2016): The Psychology of Consumers and the Behaviour Analysis: A Case of Romanian Refrigerator Market
Gabriela Hanus (2018): The Impact Of Globalization On The Food Behaviour Of Consumers – Literature And Research Review
J. Stávková & H. Prudilová & Z. Toufarová & L. Nagyová (2007): Factors influencing the consumer behaviour when buying food
Mihai ANDRONIE & Mariana IATAGAN (2017): New methods to analyze online consumer behaviour
Olimpia Elena Mihaela OANCEA (2023): Understanding Consumer Behaviour In A Digital Age