Window Clings

The analysis of consumer behavior is considered a cornerstone of successful marketing strategy (Papers4you.com, 2006). Consumer behavior is "the mental and emotional processes and observable behavior of consumers during the procurement of research and post consumption of a product and service (Batra & Kazmir, 2004). Even Engel (et al, 1990) refers to the behavior consumer as the operation and decision of people who buy goods and services for personal use.

Now, ifcriteria to define now observed, it is clear that the consumer's decision to analyze up is the foundation of the whole idea of consumer behavior

There are four different views regarding decision-making and consumer behavior (Schiffman & Kanuk, 2004). This is the first reason is economic, that consumers initially imperfect competition and always expect a rational decision based on assumptions that are aware ofAll the alternative product may rank benefits and limitations of each alternative and is able to offer a better alternative to identify. Other "Passive View" is absolutely contrary to the economic and suggests that consumers are impulsive and irrational, because it is subject to the interests of marketers and egocentric Have been influenced by marketing. The third, "Emotional View 'related to watch the consumer's decision on the basis of their relationship or emotional feelings of a numberproducts and services. For example, a person who loses the red pen is not specific to the resolution of a rational evaluation of alternatives (economic) point of view or the person will be given by marketing (passive view). In place of the person who will try to get a pin format to buy his favorite possession. Fourth, and probably the most recognized view is a cognitive "where consumers are" thinking problem solver "who is receptive and actively seeking to analyzeproducts and services they need to meet. Consumer behavior in this regard is based on information retrieval and processing characteristics that are usually directed by a goal. For example, a toothpaste from the store to buy a particular item of choice of product that can be tasted (Papers4you.com, 2006) did.

Despite criticism for each item, can be considered a valid argument that all four types of decision making behavior exist, and provides guidance for the consumer marketing to analyzeaccordingly.

Based on the general perception of the most recognized and common cognitive perception, "Kazmir & Batra (2004) argued wider stage of consumer decision-making process that includes identifying problems (feeling of a new car), information (internet and showroom ), evaluation of alternatives (compare brands as "based on reputation and experience), buy the store selection and procurement (selected item) and the action post-purchase (or satisfactiondissonance).

The debate can be closed with the idea that any point of view, four of the above is a general, marketing is a fact that was under all of them to remind analysis of consumer behavior.

References

Batra, S, K & Kazmir, S, T, H (2004) "Text, consumers and causes," New Delhi: Excel Books

Engel, J, M, Blackwell R, D & Miniard, P, W, (1990), Consumer Behaviour, London: DrydenPrint

Papers for you (2006) "E/M/68. How much influence public consumption?" Free http://www.coursework4you.co.uk/sprtmrk38.htm [19/06/2006]

Papers for you (2006) "P/M/551. What influences consumer behavior?" Free Papers4you.com [19/06/2006]

Schiffman, L, G & Kanuk, L, L, (2004), "Consumer Behaviour" New Jersey: Prentice-Hall, Inc.