Buying behaviour is complex and influenced by many factors, some of which may conflict with so-called rational decision-making. The interactions of groups and personal behaviour, the interrelationships between attitudes and behaviour, the challenge of authority and status, and the profound, and sometimes subtle, effects of culture on consumption make up, in part, the intricate web of influences which surrounds patterns of consumption. People’s behaviour as consumers of diverse products and services cannot realistically be isolated from their societal roles as parents, workers, students and so on. Personal consumption takes place in a social and cultural environment; social and cultural norms influence and inhabit personal consumption. As members of society, individuals, by their patterns of consumption, contribute to the overall consumption of society. ” Sheth, Jagdish N. , Mittal, Banwari and Newman, Bruce I. 1999) Customer behavior: consumer behavior and beyond, Published Fort Worth, TX ; London : Dryden Press “Our personal context – the characteristics of the socio-econocultural environment in which we have lived and are living – has intimately influenced our resources , tastes, and preferences. It therefore affects our behaviour as customers by helping to define what we can and want to use, pay for, and buy. ” Figure 6. 1 personal context has four dimensions: culture, institutions and groups, personal worth, and social class.
Of these, culture and reference groups influence customers’ tastes and preferences, and personal worth influences resources. This quartet of contextual factors forms the conduit through which all customer behaviour is channelled. Without an understanding of these channels it is nearly impossible to understand why customers from different countries, different subcultures, different economic means, and different religions, families, and other institutions seek different values from the marketplace. ” Pg. 146-147 “Customers try to buy and consume products and services that will please the groups they belong to. “Reference groups are persons, groups, and institutions whom one looks up to for guidance for one’s behaviour and values, and whose opinion about oneself one cares for. ” pg. 161 “reference groups do not influence every decision to use, pay for, and buy a product or service. ” “Behavioural scientist Francis S. Bourne addressed this question in a pioneering work that proposes that a product’s or service’s conspicuousness is the principle factor that affects whether or not users of that product or service will be susceptible to reference group influence. Bourne proposed that there are two dimensions (Francis S. Bourne, Group influence in Marketing and Public Relations, in Some Applications of Behavioural Research, eds. R Likert and S. P Hayes (Basil, Switzerland: UNESCO, 1957) pg. 164 “a group that serves as a reference point for the individual in forming his or her beliefs, attitudes, and behaviour. Pg 533 assael, consumer behaviour and marketing action 1998 Title:| Placing Wroe Alderson’s contributions to buyer behavior in historical perspective| Author(s):| Robert D.
Tamilia, (School of Business, University of Quebec at Montreal, Montreal, Canada)| Citation:| Robert D. Tamilia, (2007) “Placing Wroe Alderson’s contributions to buyer behaviour in historical perspective”, European Business Review, Vol. 19 Iss: 6, pp. 468 – 494| Keywords:| Consumer behaviour, Marketing, Marketing theory, Microeconomics| Article type:| Research paper| DOI:| 10. 1108/09555340710830118 (Permanent URL)| Publisher:| Emerald Group Publishing Limited| Consumption behavior and Alderson Alderson (1965, p. 44) differentiated between “consumer behaviour” and “consumer buying,” a distinction even modern consumer behaviorists do not always recognize. In other words, he differentiated purchasing from consuming. Engel et al. (1968, p. 6), the first full-length textbook on consumer buying, acknowledged Alderson’s contribution: The difference between consuming and buying is further clarified by Wroe Alderson who correctly recognized that much of what is called the study of consumer behavior is in reality not the study of consumption but of consumer buying.
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The term “consumer behaviour” can be an ambiguous expression. What are the differences between choice behavior, search behavior, purchase behavior, consumption behavior, use behavior, and routinized behavior? More importantly, where does one positionAlderson in thismyriad of possible behaviors? Such position does not become any easier when we realize Alderson’s own thinking about marketing and the consumer evolved over time. The study of consumption is a multidisciplinary field and has a long history in the social sciences, including economics. Alderson (1965, p. 44) was a strong advocate of consumption behavior theory because it could help executives make better decisions as to what could be marketed. Accordingly, he stated: Eventually marketing will have to look beyond consumer purchase to the stream of activities in which goods are consumed in order to achieve a more fundamental understanding of consumption requirements. Title:| The influence of consumer’s event quality perception on destination image| Author(s):| Kae Sung Moon, (Kyung Hee University, Seoul, South Korea), May Kim, (Korea University, Seoul, South Korea), Yong Jae Ko, (University of Florida, Gainesville, Florida, USA), Daniel P.
Connaughton, (University of Florida, Gainesville, Florida, USA), Jeoung Hak Lee, (Kyung Hee University, Seoul, South Korea)| Citation:| Kae Sung Moon, May Kim, Yong Jae Ko, Daniel P. Connaughton, Jeoung Hak Lee, (2011) “The influence of consumer’s event quality perception on destination image”, Managing Service Quality, Vol. 21 Iss: 3, pp. 287 – 303| Keywords:| Consumer behaviour, Individual perception, Sporting events, Tourism| Article type:| Research paper| DOI:| 10. 1108/09604521111127974 (Permanent URL)| Publisher:| Emerald Group Publishing Limited|