A study of consumer behavior helps the marketers to strategies the marketing goals and produce products that would guarantee customer satisfaction. Decision making is done by customers either in favor of the product or against buying the product. This level is highly influenced by motivations fueled by needs and goals. External and internal factors also influences the final decision made. My product for sale is canned food, which belongs to the category of physiological need. The existence of competitors makes the survival very difficult in the market.
The consumers are very selective when it comes to selecting canned food for consumption. This makes it difficult for the new competitors to gain trust from the customers and capture the market. Strategizing accordingly is very necessary to gain trust along with ensuring the quality of the product.
Consumer behavior can be defined as the combination of the decision process and physical activity engaged in by the individuals. The purchase action is visible to us where as the decision process is not. It can be said that consumer behavior and decision making are interdisciplinary. The behavior depicted by the consumers has changed dramatically in the past few decades.
[...] Arousal of motives is the best way to initiate actions from them. It can be done by initiating an internal stimuli found in the individuals physiological condition, by emotional or cognitive processes or by stimuli in the outside environment. Physiological arousal for food can happen when a person faints due to lack of food. Emotional arousal can happens when they pass through or witness parallel emotions. Cognitive arousal happens when something reminds them of an adverse effect that might be caused by rejecting a goal. [...]
[...] Socializes tend to stick on to brand names and highly adaptable to changes. The conservatives are traditional in nature and are reluctant to change. They are adamant about the nutritional values and decline using canned foods. Conservatives are the toughest target of all due to their superstitions and beliefs. Conclusion Motivation induced by need or goals forms the basic reason for purchase of a product that is followed by decision making. Motivation depends on external and internal factors experienced by the consumer. [...]
[...] Acquired needs like self-esteem, affection, power etc that are acquired and are secondary in nature. My product belongs to the innate need category and hence the consumers cannot survive without food. The process to be done now would be to gain trust of the consumers and to tackle the competition. The existence of these needs defines the reason for having a motivation. Goals are sought-after results of motivated behavior. Goals can be either generic or product specific in nature. Generic goals are the goals that consumers consider as a means of fulfilling their needs. [...]
[...] The competition for canned food has increased in Australia because of the availability of chilled and fresh natural food. Heinz Co Australia Ltd and SPC Ardmona Ltd dominated the canned food market. The economic slowdown and price sensitivity lead the consumers to turn on to usage of homemade foods. But they gradually returned to consuming canned food to come in to terms with their busy life in Australia. (Country report, 2010). Food consumers can be divided in to two types. They are socializes and conservatives. [...]
[...] This level is highly influenced by motivations fuelled by needs and goals. External and internal factors also influences the final decision made. My product for sale is canned food, which belongs to the category of physiological need. The existence of competitors makes the survival very difficult in the market. The consumers are very selective when it comes to selecting canned food for consumption. This makes it difficult for the new competitors to gain trust from the customers and capture the market. [...]
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