UNDERSTANDING CONSUMER BEHAVIOUR Assignment Example | Topics and Well Written Essays - 1500 words

UNDERSTANDING CONSUMER BEHAVIOUR - Assignment Example This is the stance of management ever since. Any marketing plan should begin with consumer and satisfying its wants because that is the only justification for the existence of a store, the Electro store for that matter. Electro Store should be able to understand the consumer’s needs, wants, desires, preferences, beliefs and other odd behaviors in order to win the customer. It is therefore the responsibility of Electro store to learn as much as possible these factors of potential customers. There are sociological factors that influence household purchasing decisions; these are cohesion, adaptability and communication. Cohesion is defined as the emotional bonding between family members. It measures how close to each other feel on an emotional level. It reflects a sense of connectedness to or separateness to other family members. Buying decisions are greatly influenced by the member of the family. There is no question that the bulk of household purchases are made by women, but major decisions like buying a car, appliances, or real property are jointly done by the husband and wife, and sometimes with consultation with children. A joint decision only shows cohesiveness of the family. Therefore when the buying decision is done the family as a group – the role of the marketers is to target the family through their marketing campaigns. Adaptability is described as the ability of the family to change its power, role, relationships, and relationship rules in response to situational and developmental stress. The degree of adaptability shows how well a family can meet the challenges presented by the situation. These challenges can come from reference groups that have the potentials of influencing behavior. Reference groups are groups of individuals that one interacts often. Examples are friends, family relatives, and co-workers. They have the potentials of influencing behavior. For example, if the product is visible like car, shoes or