Studying Consumer Behavior
Write 6 pages with APA style on Studying Consumer Behavior. The basic aim of consumer behavior is to fathom the decision-making process of a buyer and hence the study of consumer behavior is applicable to both groups as well as individuals. While studying consumer behavior, we need to understand that influences, may it be from family, friends, social groups, and peers, play an important role in determining the decision-making process of an individual. Consumer behavior has been perfectly defined by Blythe. He says, The process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires. (Blythe, 2006)The basic model of consumer behavior, as compiled by Engel, Kollat, and Blackwell and known as the EKB model, clearly states that there are five stages through which a consumer recognizes a particular problem before reacting to it in an appropriate manner (Blythe, 2006). The first stage is the problem recognition stage, wherein a consumer perceives a need and feels the urge to resolve the problem. We can say that he is self-motivated while doing so. The second stage according to the consumer model, relates to information search, wherein a consumer searches for the relevant information which is imperative to make a purchase decision. Out here, the consumer makes use of his perception skills. The third stage in the EKB model is the information evaluation, wherein the consumer does a comparative analysis by viewing more than just a single brand or product. Out here, the consumer is forming an attitude towards a particular product. The decision-making stage is considered as the fourth stage in the decision-making model, wherein the consumer takes a final decision on the purchase. Out here, the consumer is said to be forming integration towards the product of his/her choice. The last stage is the post-purchase evaluation, wherein the consumer analyses his purchase decision. In this stage, the consumer is said to be learning from his past decisions. (East, Vanhuele, & Wright, 2008) .