Reference Consumer behaviour
Reference Consumer behaviour
Consumer behaviour is the study of when, why, how, and where people do or do not buy a
product. It blends elements from
psychology,
sociology,
social 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.
Research has shown that consumer behavior is difficult to predict, even
for experts in the field.
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 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,
monotonicity,
unanimity, homogeneity and weak and strong
Pareto optimality.
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).
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