Consumer behaviour theory

In the current state of understanding consumer demeanor spatial relations argon core design in gaining knowledge of peoples personalities, behaviour and choices they make. In other words answering the question wherefore do people do what they do? Along with beliefs and identicalness they atomic number 18 main factor impacting on individuals life since usual choices are made embracing a certain status. Unless marketers try to shape and pay attention to the psychological need which is encountered by the holding of an attitude they are in a poor smudge to predict when and how it willing change.(Daniel Katz, 1960)This essay will specify the factors and psychological processes that influence peoples postulate and their perceptions of various intersections. Further more(prenominal) it will describe how marketers can wear the Functional Theory of Attitudes to understand and influence consumers attitudes and buying behaviour. According to Arnould (2004)An attitude is a person s overall, enduring evaluation of a concept or object, such as a person, a marker or a service Attitude forgeation could happen in antithetical ways and it is continual process which is influenced throughout an individuals lifetime.Some of the influences are internal such as value and beliefs but many of these influences are external, such as family, school, religion, work, peers and, to an increasing extent, the media. The views for companies are based on associations that they lease linked them. The Functional theory of attitudes explains consumers reasons for holding or changing their attitudes. Daniel Katz (1960) wonderful four social occasions differing in what roles they perform for the individual.According to functional theory, people form attitudes in order to organize, structure and summarize large amounts of information approximately an object (Grewal et al. 2004) (Argyriou, E. , & Melewar, T. C. , 2011, pp. 433) The functional theory highlights the idea that attitu de change occurs when pith and motive match (Katz 1960) and suggests that an individuals attitude toward an object is largely determined by what function an attitude serves for the individual.The first attitude function the functional is verbalized in achieving desired needs, consumers stay away from soils which are unlikelyto take on their needs. Utilitarian appeal contains informing consumers of one or more fundamental benefits that are perceived to be highly functional or chief(prenominal) to aimed consumers. The term utilitarian advertising appeal, is a creative admittance that highlights the functional features of a product or a brand. The basic normal is the one of expected reward and a lot of the commercials use this function in order to focus on the product performance attributes or its benefits. For exemplar, most of the automobile advertisings are emphasising on the utilitarian features and characteristics.Place satisfaction is the utilitarian value (of a place) to meet certain basic needs (Guest & Lee, 1983, p. 234) These needs range from sociability to public services to and the perceived quality of, facilities, or visual appearance (Stedman, 2002,pp. 564) The ego-defensive function in which the individuals nourishs themselves from getting to know truths astir(predicate) internal feelings or the threats of the external world in order to protect their ego and self-image. (Katz, D. , 1960) Nowadays consumers want to be associated with a circumstance brand or product.This comes from the fact that they want to build up and keep a particular self-image of themselves in the eyes of their peers. Products which aim to avoid anxiety-producing situations are most likely to be purchased. A perfume is a good example of an ego-defensive aimed product because it is apply to rise individuals self-esteem and position in the society. Advertising this kind of tools emphasises on the social acceptance, confidence, and sexual pizzaz in order to build a positive attitudes and association with the particular brand. You are uniqueYou are Magnifique The new Feminine Fragrance. is the slogan of Magnifique by Lancome flattering ones Ego. The value-expressive function is the one from which the individual expresses attitudes which correspond to his personal values and to his concept of himself which brings him satisfaction. This is a central function because it stresses the importance of self-expression, self-development, and self-realization. Consumers could form a product attitude not because of its tangible functions or characteristics, but because of what it says slightly their personality.Places contain symbols of different social categories and personal meanings, and represent and maintain identity on different levels and dimensions. There is no social identity that is not also place-related and thing-related (Grauman, 1983). The organisation of knowledge function is based upon the individuals need of order, structure or meaning in their life. Striving for say their universe comes from the need of standards or frames when it comes to a new product or confusing situation. The consumer sorts all the messages while ignoring the less relevant information.This could result in positive attitude toward the new brand or the new characteristics of the brand. For example, more information is required when a customer is buying car or the additional policies for a mobile phone contract. In conclusion, attitudes toward brands and products are used to predict preferences among brands, buying intentions, or actual choice behaviour. Measure of brand preferences is not the same as measures of intended or actual choice. Marketers befuddle to consider attitudes toward the act of buying or using a product rather than attitudes toward the product itself.