Consumer Behaviour ( Paraphrase assignment) Essay

Consumer Behaviour ( Paraphrase assignment) - Essay Example Analysing CB helps marketers understand the reason and the mechanism of how consumers make specific buying decisions. The study of CB can be used to explain why customers behave in specific ways- what are the motivating factors for the customers, what are the factors that catch a customer’s attention, what retains their faithfulness towards a product, brand or company and what turns a customer into â€Å"fan† of an organization (Blackwell, Engel, & M, 2006). The objective of this assignment is to analyse the various business theories, models and practices in the area of consumer behaviour. We will specifically analyse the practices being followed by ‘The Body Shop’ (TBS) to influence consumer buying. ... ity of â€Å"The Body Shop† can be explained as a result of its marketing activities which make an enormous impact on the psychological facets of consumer thereby affecting the Consumer Decision process. PSYCHOLOGICAL CORE The marketing activities undertaken by an organization influences the factors in the psychological core of a consumer. These activities are aimed at creating awareness and demand for the product which influence the Consumer Decision process. Hence, it is important that marketers analyze the psychological core which comprises of the following components: PERCEPTION Consumers undergo different stages of processing in which various stimuli are input and stored. However consumers do not passively process all the information that is present but only a small number in their environment is ever noticed. Of these, an even smaller number are attended to. The meaning of stimulus is interpreted by the three stages: exposure (or sensation), attention and interpretation. These three make up the process of perception. The figure below provides an overview of the perceptual process. Figure 2: An overview of the perceptual process Source: (Quester, Neal, & Hawkins, 2007) EXPOSURE Exposure occurs when a stimulus comes within range of our sensory receptor nerves (Quester, Neal, & Hawkins, 2007). TBS practices a lot of random and deliberate exposure. Advertisements in magazines, promotional offers and information on new products in e-mails, hoardings and TV advertisement are one mechanism of increasing the exposure of TBS products to the consumers. One of the advertisements that was recently scene in the ‘Vogue’ magazine of November 2010 edition which creates awareness for its new fragrance- Dreams Unlimited is shown below: Figure 3: Recent TBS advertisement seen in