PURCHASE BEHAVIOUR.

Interpersonal Factors to Encourage Purchase Behaviour

Interpersonal Factors to Encourage Purchase Behaviour

Introduction

Consumption is one of the basic forms of everyday life. The development of modern society has conditioned environment heavily loaded objects, signs and interactions based on market exchange. Production of manufactured goods increased inflationary manner and services continue to grow and diversify. Faced with this complexity, economic actors, analysts or practitioners looking for landmarks since the stakes are high for both marketing practitioners and for consumer organizations. If we accept that the study of the consumer and the purchaser is able to provide companies a framework likely to increase their economic performance, the same analytical framework is usable by advocacy organizations consumers to address certain abuses.

This paper is based on the topic of purchase behaviour. Consumers have always been and will remain an integral part of marketing and advertising campaigns. Companies have always focused their strategies towards attracting as many customers as they can. In fact, a company's success can be measured by the number of loyal consumers. This paper discusses about the theory and importance of consumer behaviour for the media and the companies playing in the field of advertising.

Discussion

Consumer behaviour involves the use and disposal of products as well as the study of how they are purchased. Product use is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased consumption. Since many environmental problems result from product disposal (e.g., motor oil being sent into sewage systems to save the recycling fee, or garbage piling up at landfills) this is also an area of interest. The impact of consumer behaviour on society is also of relevance (Slaughter, Sinar, Highhouse, 2006, 82). For example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and economy.

Interpersonal Factors to Encourage Purchase Behaviour

Consumer behavior is defined as a mental process of decision as well as physical activity. The act of buying is not only a stage in a series of mental and physical activities that takes place during a certain period. Some of the activities preceding the actual purchase, others however, are higher. But all have the power to influence the adoption of products and services, will be considered as part of the behavior of interest.

For example: Suppose a photographer, who usually buy one brand of film, suddenly decide to buy another brand from the competition, although there has been no change in the quality of the films or their price. What explains this change of allegiance?. Simply point out that their buying behavior has changed does not help us understand the situation. Perhaps the film competition has been widely recommended by a friend or perhaps the photographer rebranding, because I thought the competing brand to better capture the colors of a photographic subject of interest. Otherwise, your decision may be due to a general dissatisfaction with the results of his regular movie or an advertisement ...