Consumer Behavior: Journal Of Marketing Essay


Discuss about the Consumer Behavior for Journal of Marketing.


Consumer behavior is an outcome of a decision-making process. It is seen that customers are not rational actors, but they are irrational reactors who react according to the situation that induce them to do things that are often smart but many a time irrational. It is seen that the mind of the customer is not a clear slate; it is diverted through culture and experience. Classical economists suggest that customers are rational and take decisions to enhance their pleasure, but it is not the end of the story. It cannot be a complete story: customers can also be rational, but they are open to all habits that distract them from any strict rational behavior (Harnish & Bridges, 2015).

In an organizational context, the process of decision making is considered as a complex process. The process is based on the involvement of people at the time of taking decisions. Also, the rules and regulations that are implied are considered at the time of making decisions of the organization. For example : It is seen that the person who takes decisions and the influencer can work at various levels and it consumes more time when the deal is made from a supplier point of view. The process of decision making is a formal process. This is just because the decision makers conduct the activities in an organizational context and consider the rules and regulations that are given by the company.

It is important to have vast knowledge and experience to deal with the suppliers so many companies invest more in their employees by giving training and ensuring that it is directly involved in the function of buying. Training helps to make correct decisions so that goals and objectives of the company can be accomplished. If vast knowledge is not there then it cannot be possible to conduct the activities smoothly. The focus is more on quality, price, after-sale service and delivery. It is seen that price is not only the criteria but rational thinking can be considered when the buyer give more importance to the supplier attributes, such as the capability to offer products to the specifications and to offer proper delivery to the customers.

Organizational buying mainly depends on the goals and objectives of the organization. Organizational buying takes into consideration the decision-making process of the human beings. Hence it is seen that it is influenced by the values, attitudes, and styles of personality. It is seen that if pure rationality is applied then it can enhance the conflicts (Chen, 2015). Due to this, conflict takes place between the team members and interactions is also not possible effectively. If pure rationality is applied then it can be considered as one of the simple ways.

Customer misbehavior gives negative impact on the business. It is analyzed that the public actions of the customers can give negative impact on the overall image of the organization. Customer misbehavior is important to be minimized so that company can easily grow in the market. At the time of marketing, it is important for the organization to train the employees so that they can deal with the customer misbehavior in a proper manner. It is analyzed that customer misbehavior is important to be managed properly so that sales can be enhanced effectively. The companies should give training to its employees by focusing on training recordings and role play. So that it can be easy to give training to the employees (Solomon, Dahl, White, Zaichkowsky & Polegato, 2014).

It is also analyzed that Employees who face customer misbehavior will encounter more stressful situations. So, the employees should be given rewards so that they manage each and every situation with efficiency.

In the present scenario, advertising and the activities related to marketing has contributed to the macro effect that shapes the values and attitude of the customers in creating false needs and boosting the values and unnecessary consumption. It is analyzed that marketers take into consideration various strategies to shape the consumption pattern of the customers (Coss?o-Silva, Revilla-Camacho, Vega-V?zquez & Palacios-Florencio, 2016). This also focuses on the culture authority in which marketers are considered as cultural engineers who have good capability and methods to shape the requirement and desires of the customer and also it helps to promote the consumer culture in which the customers give responsibility to the marketers to analyze their taste in the products and services that are offered (Kumar & Reinartz, 2016). The marketers try to attract customers towards the products and services so that company can easily enhance the overall goals and objectives. The strategic tools are targeting, segmenting and positioning. The approaches and techniques focus on statistical, economic, sociological and psychological models and approaches have considered at the time of giving service (Kimmel, 2018).

Segmentation is considered as a strategy that helps to divide the potential consumers into many groups. It is necessary to divide the customers into a group so that message can be delivered effectively. Just because of this success can also be achieved effectively. For instance: the requirements for women are different from men and also the motivator factor related to buying the product is different of adult and children. Products that are preferred by the customers are according to the age group. The company should consider the motivator factor according to the age group of the customers (Lantos, 2015).

So, it is important for the marketers to create brand equity by targeting on one or more segments in the organization. At the time of marketing the product, the marketer should target one segment so that customer misbehavior can be reduced in a proper manner. If targeting is done properly then it can be easy for the company to reduce misbehavior of the customers. Marketing is considered as the best way to reduce misbehavior of the customers and it can help to accomplish and enhance the overall sales of products and services (Wilson, Zeithaml, Bitner & Gremler, 2016).


Chen, S. C. (2015). Customer value and customer loyalty: Is competition a missing link?. Journal of Retailing and Consumer Services, 22, 107-116.

Coss?o-Silva, F. J., Revilla-Camacho, M. ?., Vega-V?zquez, M., & Palacios-Florencio, B. (2016). Value co-creation and customer loyalty. Journal of Business Research, 69(5), 1621-1625.

Harnish, R. J., & Bridges, K. R. (2015). Compulsive buying: the role of irrational beliefs, materialism, and narcissism. Journal of Rational-Emotive & Cognitive-Behavior Therapy, 33(1), 1-16.

Kimmel, A. J. (2018). Psychological Foundations of Marketing: The Keys to Consumer Behavior. Routledge.

Kumar, V., & Reinartz, W. (2016). Creating enduring customer value. Journal of Marketing, 80(6), 36-68.

Lantos, G. P. (2015). Consumer behavior in action: Real-life applications for marketing managers. Routledge.

Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R. (2014). Consumer behavior: Buying, having, and being (Vol. 10). Pearson.

Wilson, A., Zeithaml, V., Bitner, M. J., & Gremler, D. (2016). Services marketing: Integrating customer focus across the firm. McGraw Hill.

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