Consumer behavior is the study of the various activities consumers engage in while researching, purchasing, using, and disposing of products. It is of interest to marketers and researchers, who use this information to develop effective products and advertising campaigns. The scope of consumer behavior includes examining the decisions consumers make, the frequency of purchases, and the conditions under which they occur. It also looks at how consumers make purchasing decisions and how they dispose of products.
The scope of consumer behavior is the wide variety of activities consumers engage in as they research, purchase, use and dispose of products. This is a topic of interest to marketers and other researchers examining consumer behavior in the marketplace. This information can be important for developing products and advertising campaigns that effectively meet consumer needs. Psychologists and anthropologists study consumer behavior for more theoretical reasons, with an interest in how it interacts with other aspects of human behaviors.
Consumers move through a variety of steps as they purchase products. The consumer behavior domain examines the decisions consumers make and how they make them, looking at the what, when, where, why, and how of consuming the product. For example, companies want to know why consumers buy products and what kinds of needs are met through consumption. These can include basic needs such as hunger and shelter along with the desire for psychological fulfillment through products that provide pleasure or meaning.
Companies also want to know when consumers make purchases by looking at the frequency of purchases and the conditions under which they occur. A study on the extent of consumer behavior, for example, informs the use of endcap displays near cash registers to get people to make last-minute purchases. Consumer research shows that small items such as candy bars that may not have been on a consumer’s list of planned items could be added to a cart if presented at the end of the buying process.
Similarly, the Consumer Behavior Scope examines how consumers make purchasing decisions, including the research process and planned and unplanned purchases in store environments. The “what” of consumer behavior can also be critical for marketers, who want to know what kinds of things consumers buy. This can be determined by socioeconomic class and psychological factors, such as pressure to purchase a particular item to fit a particular group.
Consumer behavior scope studies also look at disposal methods, which may include donations, recycling, or product tossing. The psychology behind these decisions can be complex. Understanding when and how consumers dispose of items can help companies position themselves to appeal to consumers. For example, stores may provide can and bottle recycling buy-back services to allow customers to turn in products from previous visits and get their money back, encouraging them to spend that money in the store.
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