Menu design key to increased wine sales and customer satisfaction

Ever since America's oldest restaurant, the White Horse Tavern in Rhode Island, opened its doors in 1673, restaurateurs have been trying to keep their customers happy while increasing profits. Wine has always been a solid ...

Conducting research in marketing with quasi-experiments

Researchers from University of Toronto, MIT, and University of British Columbia published a new paper in the Journal of Marketing that aims to broaden the use and usefulness of quasi-experimental methods in marketing by ...

Online product displays can shape your buying behavior

One of the biggest marketing trends in the online shopping industry is personalization through curated product recommendations; however, it can change whether people buy a product they had been considering, according to new ...

How social norms influence consumer behavior

Researchers from Universidad Carlos III de Madrid, HEC Montréal, and University of New South Wales, UNSW Sydney published a new paper in the Journal of Marketing that performs a meta-analysis of extant research on social ...

More exposure to political TV ads heightens anxiety

We've all seen them: political ads on television that promise doom and gloom if Candidate X is elected, and how all your problems will be solved if you choose Candidate Y. And Candidate Y, of course, approves this message.

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Consumer behaviour


Consumer behaviour(in consumer business context) referred to as the study of when, why, how, where and what people do or do not buy products. It is therefore important not to copy this page when doing your homework for the pre-sessional programme as it is quite obvious you have not written this. It blends elements from psychology, sociology,social psychology, anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalisation, customisation and one-to-one marketing. Social functions can be categorized into social choice and welfare functions. Each method for vote counting is assumed as a social function but if Arrow’s possibility theorem is used for a social function, social welfare function is achieved. Some specifications of the social functions are decisiveness, neutrality, anonymity, monotonocity, unanimity, homogeneity and weak and strong Paretooptimality. No social choice function meets these requirements in an ordinal scale simultaneously. The most important characteristic of a social function is identification of the interactive effect of alternatives and creating a logical relation with the ranks. Marketing provides services in order to satisfy customers. With that in mind, the productive system is considered from its beginning at the production level, to the end of the cycle, the consumer (Kioumarsi et al., 2009).

Belch and Belch define consumer behaviour as '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'.'

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