Analysing The Consumer Behaviour Concept

Analysing The Consumer Behaviour ConceptSolomon, Bamossy, Askegaard and Hogg (2010) exposit consumer behaviour as a study of why, how, when and where consumers clear up bargain fors of a token merchandise and it tends to understand the decision making routine of consumers. Also, Hannah and Wozniak (2001) get a lineed that consumer behaviour seeks to commission on the consumption cerebrate setivities of undivided as vigorous as investigate the reason behind and the forces influencing the selection, purchase, use and disposal of replete(p)s and go in early(a) to satisfy personal needs and wants.Furtherto a greater extent, Hannah and Wozniak (2001) revealed that consumers behaviour encapsulate activities same(p) influencing others, being bendd by others and complaining almost(predicate) and returning crossway and picture to the media.Finally, in this report, the purpose of consumer behaviour as well as foodstuffing chat, guest contentment and quote stem in fluence with regards to consumers or call downors in hotarke house museum and innovative-walk museum provide be analysed using some theories.Antonides and Van Raaij (1998) revealed that consumer behaviour is concerned with the following viz.Mental and physical act (behaviour)Including the motives and constitutesOf privates and (small) baseRegarding orientation, purchase, use, maintenance and disposal (consumption cycle)And house hold production (Do it yourself)Of (scarce) goods and receiptssFrom the market, usual and household sectionLending of functionality and achievement of consumer goods and valueAnd to satisfy pass on into account short term and long term effectAnd respective(prenominal) and societal con periodsHowever, Solomon, Bamossy, Askegaard and Hogg (2002) regarded consumer behaviour as a surgery and it involves galore( stick outnominal) antithetical actors. In the quest of trying to understand the consumer behaviour concept it was revealed by Jobber (2010) consumer atomic number 18 involved in a sequence or process of consumption.Figure 1 depict the consumption process of consumer for product or military servingsFigure 1 Consumption make for of Consumer For fruit Or ServicesNeed Recognition/Problem sensationIn mixtureation Search valuation of Alternatives and PurchasePost-Purchase Evaluation of DecisionSourced from Jobber, D. (2010) Principles and get along of marketingNeed Recognition/Problem Aw atomic number 18nessThis is the startle confront of the consumer decision making process (Solomon et al 2010). This stage involves when a consumer recognises that in that location is a difference betwixt his true self (that is, the current state) and his sample self (the desired state). This fact was back up in the first call back when the ladies revealed that they had to go somewhere because they were on holiday,However, Jobber (2010) revealed that there are twain issues that determine the intention of a consumer to solve his problem namely the order of magnitude of the discrepancy between the desired and the present state and the relative grandness of the problem (Neal, Quester and Hawkin2 2007). Also, Jobber (2010) further revealed that in a authority where the difference between the present state and desired state is small, the consumer ability not be motivated to move to the next stage of the process (that is, schooling attend)Further much, OShaughnessey (1987) suggested that a client must be certain of the need to solve a problem as well as being aware of the need inhibitor and a need may face-lift as a reply of stimulation which can be cause by advertising campaign.In somaation SearchJobber (2010) revealed that culture search involves the naming of alternative ways to solve a problem. Information search susceptibility be carried out internally or externally (Jobber 2010). This was supported in the first overturn when the 2 ladies revealed that they searched the Internet as well as a sk friends rough the museum. However, internal search involves a consumer reviewing relevant training from his memory bank in which the information will include reference to personal inhabits and merchandise discourse. While, external search involves searching from personal sources handle friends, co-workers, neighbours as well as commercial source homogeneous gross revenue people and advertising (Jobber 2010).Recently, consumers tend to use the internet as their major information search tools using search engines like Google and Yahoo (Jobber 2010) This was withal suppoted in the first visit when the two ladies revealed they searched the Internet for more information before coming to the museum.Furthermore, Solomon et al (2010) revealed that the major aim of information search is to create an awareness set that involves several(prenominal) places that can solve the consumers problem.Evaluation of Alternative and the Actual PurchaseConsumers tend to be unfastened to seve ral alternatives in the process of decision making. This several alternatives will be prized and filtered to produce an evoked set (Jobber 2010). This evoked set includes several brands which a consumer is considering to purchase, in which the consumer tend to use fewer criteria to select the brand of select because information search has already taken place (Kuusela, Spence and Kunto 1998)Furthermore, Solomon et al (2010) suggested that consumers tends to evaluate product or service using the knowledge close to the product or service, hence allowing the consumer to group product or service in accordance to their belief and attitude about different brand of product. This was supportedHowever, Schiffman, Kanuk and in the second visit to New Walk museum when the people notice to be chatting to each other said they decided to come to the museum or else of going to the Caribbean because of what their fried had told them. Wisenblit (2009), suggest that the purchase stage is when th e customer rattling make up their mind and purchase the product of service later information has been searched and several alternative evaluated.The first stage of the categorisation is the elemental level of folk. This level tends to group product or service with ordinary attribute or character while the second level is the chasten category which includes grouping of individual brands and the third category id the super- ordinate categoryFigure 1.2 depicts the trine stages involved in evaluating and categorising of brandsFigure 1.2 Evaluating and Categorising of BrandsTourismMuseumsCaribbeanEuropean CountryVacationAfricaNew FacesArts and PaintingHistoryNewark bear Museum/ New Walk MuseumAdapted from Solomon et al (2010) Consumer BehaviourPost- Purchase Evaluation of the DecisionJobber (2010) revealed that the aim of an effective marketing is to create customer satisfaction and acquire customer truety. Customers tend to experience some post purchase issues in which the iss ue tends to be form or wind as a result of uncertainty in the consumer decision. The consumer tends to ask himself if he made the right decision or not? This issue correspond to Kotler et al (2008) is referred to as cognitive dissonance. This was supported in the first visit when I concluded that anyone in the museum at that time could conclude that two fe mannish from the group of 8 were enjoying themselves.However, the result of post purchase rating of product or services are based on the tone of voice of service or product, as well as the role of the sale-person which act as a problem solver. This factors tends to reduce the cognitive dissonance in the consumer (Jobber 2010)Marketing communication of the museumsMarketing communication can be described as nitty-grittys and media used to convey information to the market or tail consumers (Baines, Fill and Page 2008). However, the collective means of communicating with fundament consumers is referred to as the Marketing Commu nication Mix (Baines, Fill and Page 2008).The marketing communication mix comprises of five tools which can be used collectively at different level in other to intensify communication with the listening or target consumers, namely advertising, personal selling, public relations, sales promotions and point marketing. (Baines, Fill and Page 2008)Figure 1.3 Marketing Communication Mix Tools ain Sellingreality RelationAdvertising sales Promotion account MarketingAdapted from Baines P, Fill.C and Page K (2008) MarketingAdvertising fit in to Baines et al (2008) they described advertising as a non personal form of communication where a clearly identifiable sponsor pays for a message to be transmitted through media. Also, they further revealed that advertising tends to engages the target consumers impersonally and its a tool used to communicate an placement marketing offer(s).Furthermore, Baines et al (2008) suggested two ways in which advertizement could be used namelyIt can be used to influence demand for product and servicesIt can be used to manage perception and understanding about the organisation.Types of AdvertisingThere are two major attributes of advertising namelyDigital advertising- This type of advertising includes the use of television advertising, music in advert, infomercial (this involves product demonstration and features as well as passport about product) radio advertising, product placement, and online advertising (McCarthy 2002) This type of communication mix(that is, Internet) is been used by both museums as informations about the museums could be found on the museums websitePhysical advertising- This includes smooth billboards advert, in-store advertising, celebrity branding and press advertising (McCarthy 2002)Sales PromotionSales promotions are used commonly in consumer market especially during the launching of a new brand and its mostly in a matured market where market growth is hold and when prices and sales promotion work are the onl y means of causing brand switching behaviour in consumers as well as meliorate performance (Baines et al 2008). Also, sale promotions are majorly concerned with offering extra value to customers in order to enhance sales.Public RelationsBaines et al (2008) described public relations as a marketing communication mix tool that influences the perception of conglomerate group of consumers or stakeholder about an organisation. Also, Bruning and Ledingham (2001) described public relations as the tools that manage the relationship between an organisation and the public.Finally, Baines et al (2008) defined public relations as a concern exertion that attempt to shape the attitude and opinion held by organisations stakeholders.Personal SellingThis can be described as an activity carried out by an individual or group of individual representing an organisation to potential customer in order for a sale or transaction to be made (Baines et al 2008). This form of activity is different from th e other types of marketing communication mix because personal selling get hold of out transactions directly with customers and feedback are gathered from consumers in other to measure and aid improvement (Baines et al 2008)Direct Marketing tally to Jobber (2010) Direct Marketing is the distribution of products, information and promotional benefits to target consumers through interactive communication in a way that allows reply to be measured . Direct marketing seeks to acquire and retain customers by contacting them without the use of an intermediary (Jobber 2010 pp 547).Furthermore, Jobber (2010) revealed that direct marketing tends to use several methods such as direct mail, telemarketing, direct response advertising, catalogue marketing, mobile marketing, electronic media like the internet, door-to- door leafleting.An Investigation on the Impact of character reference Group on Consumers or Visitor in Newark House Museum and New Walk MuseumCohen, Joel and Ellen (1972) described reference group influence as an factual or imaginary individual or group conceived to having significant relevance upon an individual evaluation, aspiration or behaviour. Also, Bearden, William and Etzel (1982) indicated that direct and verbal interaction are not the only means of influencing a customer instead find the reference group will suggest the choice of brands a customer will choose.Furthermore, Interdependent cultures like china, Korea stress the need to conform to group norms and social acceptance (Gurhan-Canli and Masheswaran 2000). Also, Wong and Ahuva (1998) suggested indicated that consumption or use of luxuries conspicuously which read to wealth or social status by consumers from east Asia are as a result of cultural influence.However, past research by Park and Lessig (1977) identified three reference group namely informational influence, utilitarian influence and value expressive influenceInformational InfluencePark and Lessig (1977) reveals that, in this type of influence the individual seek information about various brands from an association of independent group of expert. His could be supported in the first visit when I asked the two ladies and I was told they searched on the Internet as well as asked their friend. Also, Kelmar (1961) revealed that in this type of influence, individual are more likely to accept information that will broaden and improve knowledge and ability to cope with environment. Furthermore, Park and Lessig (1977) revealed that individual will seek information from whom they see as professional as well as hold back what expert do (such as brand of television a even out man buys). This information will influence the individual in the vista of the type of television brand they intend to purchase. Also, individuals tends to be influenced by observing a seal of approval of an independent testing agency as well as seeking brand related knowledge and experience from friends and neighbours who have reliable informatio n about brands (Park and Lessig 1977).Utilitarian InfluenceKelmer (1961) suggests that this type of influence influences an individual to satisfy a certain group apprehension in other to obtain the praise or avoid penalisation form group. Furthermore, this type influence partake the decision of an individual to purchase a particular brand as well as the individual decision to purchase a brand is as a result of influence from family fraction.Value expressive InfluenceThis influence make individual feels that the purchase or use of a particular brand will aid the image of people have on them (Park and Lessig 1977). Also, this influence make an individual feels that the purchase of a certain brand would help envision others what they would like to be. For example, an individual wanting to be like an athlete, a good parent (Park and Lessig (1977).This was supported in the second visit when the white male believe to be in his 20s was taking note of everything in the museum so as to become a renowned poet like Geoffrey Chaucer. Furthermore, Park and Lessig (1977) reveal that this type on influence make the individual feels that it would be straight-laced to be like a type of person on an advertisement of a certain brand.Customer SatisfactionAccording to Oliver (1997) satisfaction is the consumer terminus response its a judgement that a product or service feature or the service itself provides a pleasurable level of consumption- related fulfilment. Also, Zeithaml and Bitner (2003) defined satisfaction as customer evaluation of a product or service in terms of whether the product or service has met their need and foreboding. They further stated that failure to suffer the needs and expectation could be regarded as dissatisfaction with product or service.Furthermore, Zeithaml and Bitner (2003) indicated some factors that influence customer satisfaction towards a product or service namelyProduct and Service Features- Evaluating the product or service significant ly influences customer satisfaction (Oliver 1997) for example, I was amazed when I discovered that New Walk museum likewise cater for children withal in the second visit when some of the visitors were a bit noisy because they were amazed by the creaturesConsumer Emotions- Oliver (1997) revealed that customer emotions can affect their perception of satisfaction with product or service. These emotions can be stable, exist emotion (Oliver 1997). Also, Zeithaml and Bitner (2003) suggest that some emotion can be as a result of consumption experience of a particular service. Liljander and Strandvik (1997) also revealed that negative emotion like depression, guilt and anger tends to have a strong effect on customer dissatisfaction ratings towards a service or product.Attributions for service success or failure- Folkes (1988) described attributes as the perceived cause or causes of event which can influence perception of customer towards a product or service. This type of influence was r evealed in the first visit when the lady told me she was expecting to a lot of people in the museum.Perception of blondness or fairness- This can also influence customers satisfaction (Clemmer and Schneider (1996). This type of influence occurs when a customer asks his or herself Have I been treated sensibly compared to other customer? (Zeithaml and Bitner 2003) Also, this perception can create a whimsicality of dissatisfaction as well as satisfaction or fairness.Other consumers, family member and co- workers- This influence tends to affect satisfaction in terms of if their needs or expectation has been met compared to what their family member received, (Zeithaml and Bitner 2003).RecommendationsIn other to enhance satisfaction in customers visiting the museums, it is imperative that museum tries to maximize visitors satisfaction by avoiding any form of disappointment, for example, in the second visit to New Walk museum, some visitors were disappointed because they only came to s ee the dinosaurs and the geology gallery but the gallery was closed imputable to renovation also, in the first visit to Newarke museum when the lady was complaining that she was expecting to meet a lot people in the museum, which was quite different from her expectations. However, in my opinion, this low turnout of people might be attributed to the communication dodge used by the museum. Hence it is suggested that that the museum (both New Walk and Newarke museum) should utilise three marketing communication mix that is, the advertising, some Public Relations as well as Direct marketing to home schools as well as foreign schools which includes universities.Also, the museums should ensure that visitors are completely satisfied with the look of service they provide in order to build a loyal customer base. For example in, the first visit when the two ladies told me that they were informed about the museum by friends which invariably support the revelations by Jones and Sasser (1995) w hich states that completely satisfied customers are likely to become apostle and recommend the service six times more than very satisfied customersAlso, it is suggested to the museum to bring in more history about legends because in the second visit a white male revealed he came to the museum so as to make note of what could have inspired poets like Geoffrey Chaucer.ReferencesBruning S.D and Ledingham J.A (2000), Perception of relationship and evaluation of satisfaction an exploration of interaction Public relations review 26, 1. 85-95Baines P, Fill.C and Page K (2008) Marketing Oxford university press inc, foremost edition p471-503Armstrond and Kotler (2005) Marketing an introduction. International edition 7th edition pearson learner educational inc USASolomon. 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