What is Consumer Behaviour ?

Consumer behaviour is “the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experience to satisfy needs and desires” (Solomon, 2015). In marketing concept, marketers can understand more what the consumer needs and desires through the process of consumer behaviour. Also, organisation can plan their marketing strategy to operate their business. Therefore, people will know more how to attract and serve their customers. According to McDonald & Wilson (2011), consumers have a strong impact on the marketing strategy for the organisation. Therefore, marketers have to understand the consumer behaviour which can satisfy their needs in marketing. 

(Maslow, 1943)

Abraham Maslow is an American psychologist who developed the theory of Maslow’s hierarchy of needs in 1943 to motivate different behaviours that can try to fulfil the needs of people. He identified five types of motivating needs in the theory, such as physiological needs, safety needs, belongingness needs, esteem needs and self-actualization needs (Knights, Willmott & Brewis, 2012). These five types of need will be easier for the marketers to understand consumer motivation. They can satisfy the consumer needs through the level of hierarchy.

References

Knights, D., Willmott, H., & Brewis, J. (2012). Introducing organizational behaviour and management. Andover: Cengage Learning.1

McDonald, M., & Wilson, H. (2011). Marketing plans: how to prepare them, how to use them (7th ed.).

Solomon, M. R. (2015). Consumer behavior: buying, having, and being (11th ed.). Boston: Pearson.