The influence of marketing psychology on consumer behavior

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Cuprins

Introduction 2

Chapter 1. Fundamental models of consumer behavior 4

1.1 Fundamental models of the study of consumer behavior 4

1.2 Decision-making processes of consumer behavior and influencing factors 6

1.2.1 The role of motivation in the dynamics of consumer behavior 7

1.2.2 The cult of pleasure in consumer behavior 9

1.2.3 Lifestyle 10

1.2.4 Self-image 11

1.3. Neuromarketing 12

Chapter 2. Models of the decision-making process 13

2.1. Psychological factors of the decision-making process 13

2.1.1 The influence of economic factors 14

2.1.2 The influence of demographic factors 14

2.1.3 Influence of specific marketing factors 15

2.1.4 The influence of situational factors 16

2.1.5 The influence of psychological factors 16

2.2 Reasons for the act of purchase 17

2.2.1 Personal reasons 18

2.2.2 Social reasons 19

2.3. The process of choosing the store 21

Chapter 3. The influence of marketing psychology on fashion consumer behavior 22

3.1. Research objectives and methodology 22

3.2. The result of the research 24

3.3. Research conclusions 34

Conclusions 41

Bibliography 43

Extras din document

Introduction

Studying consumer behavior has become a concern of marketers, as they can find out how buyers choose the goods and services needed to meet multiple needs, what are the stimuli, the factors that influence their choice. Conceptual approaches to store / brand image can be found in studies in the 1950s. They attribute human qualities to the store / brand, assuming that the image is composed of all the knowledge and beliefs of consumers about the store or brand, as a result of their experiences.

Several studies show that the image is a complex combination of constructive elements that are based on tangible / intangible, functional / non-functional, physical and symbolic dichotomies.

The success of a store's activity is determined by three components: the quality of the products that make up the assortment, the store's image and marketing communication - advertising and sales promotion.

The first chapter, "Fundamental Models of Consumer Behavior", provides an overview of the concept of behavior, presenting the fundamental models of consumer behavior, decision-making processes and its influencing factors.

Consumer behavior analysts study the consumer's reaction to buying different products / services. Since the way the consumer reacts to various products / services can be measured by the behavior he manifests, we can talk about the dynamics of this consumer behavior. The general theme underlying this area is the determination of those factors that influence the dynamics of consumer behavior.

The second chapter, "Models of the decision-making process", aims at the formation of buying and consuming behavior, which are influenced by a number of factors of a social, psychological, cultural and especially economic nature. Consumer behavior is influenced by the competitive environment of the market, the economic development of a country as well as the characteristics of the political, legislative, cultural and social environment.

Consumers often search from store to store for a variety of products, and the reasons for shopping may be different from the reasons why they buy a particular product. Consumers can go shopping out of a desire to get out of their daily routine or out of a desire to look for bargains, or to interact with sales staff or simply to make new acquaintances. None of these reasons is directly related to the choice of brand or product.

The decision-making process applies to stores as well as brands / products. In some cases, consumers go through a complex decision-making process in selecting stores. In other cases, loyalty to the store may manifest. The consumer chooses to buy from the same store because he likes how it is served or for the richness of the assortments or because he buys all his friends from here, and being satisfied with the quality of services provided and products offered, decides to stay true to this store. Sometimes a real "marriage" is established between the customer and the store.

In order to gather information in order to write the bachelor's thesis, we used documentation and observation as research methods. The proposed purpose of the research is to study the buying behavior of customers în fashion industry. We used on-site observation as a research procedure.

To be successful in the marketplace, businesses must continually focus their efforts on understanding and meeting the needs and expectations of all their customers, both current and potential. At the same time, enterprises must identify appropriate methods and tools for assessing customer satisfaction and ensuring the loyalty of the most important, as well as for improving the internal and external relational system and creating partnerships with loyal customers.

The essential problem of manufacturing companies - knowing how consumers-partners will respond to various stimuli used to achieve their goal. Studying consumer behavior allows you to find answers to questions such as:

- how buyers choose the goods and services necessary to meet multiple needs;

- what are the stimuli, the factors that influence their choice

One can study human behavior as a producer of goods and services and his behavior as a consumer.

Bibliografie

1) Antony Jiju, Preece David, Understanding, Managing, and Implementing Quality Frameworks, Techniques and Cases, London, New York: Routledge, 2002

2) Antonides G., van Raaij W.F., Consumer Behaviour: A European Perspective, John Wiley&Sons, New York, 1998

3) Bianchi M., The Active Consumer: Novelty and Surprise in Consumer Choice, Routledge, 1998.

4) Gordon Nielsen C., Fibaek M. - Neuromarketing - A Brain New World, Master Thesis - Aarhus University School of Business and Social Sciences, Department of Business Communication, 2014

5) Blackwell R.D., Engel J.F., Kollat, D.T., Consumer Behaviour, 3rd ed., Dryden Press, Hinsdale, Illinois, 1978

6) Blythe J., Comportamentul consumatorului, Ed Teora,București, 1999

7) Brassard M, Finn, L.; Ginn, D.; Ritter, D.The Six Sigma Memory Jogger II. A Desktop Guide of Tools for Six Sigma Improvement Teams, GOAL/QPC, First Edition, 2004

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11) Cole R. E, From Continuous Improvement to Continuous Innovation, (Electronic version)/ Quality Management Journal, 8(4), 7-21, 2001

12) Conca, M.G.; Scarpa, A.P. Quality & Customer Satisfaction. Tools for Measuring the Customer’s Total Experience, Goal QPC, First Edition, 2004

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Profits, Kogan Page, London, 1992.

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19) Evans J.R., Lindsay W.M., The Management and Control of Quality. Sixth Edition. South-Western, Thomson. Mason, Ohio, 2005

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24) Plăiaș Ioan, Comportamentul Consumatorului, Editura Intelcredo Deva, 1997

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27) Rye Colin, Change Management: The 5-step Action Kit. London, Kogan Page, 2001

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30) SimsRonald R.,Changing the way we manage change, Wesport, Connecticut, London: Quorum Books, 2002

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33) Teodorescu N., Comportamentul consumatorului. Cercetarea calitativă și cercetarea motivațională, Editura ASE, București, 2000

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35) Wayne D.H., Consumer Behaviour, Houghton Mifflin Company, 2000

36) Zaiț Dumitru, Spalanzani Alain, Cercetarea în economie și management, Ed. Economică, București, 2006

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