Question

CONSUMER BEHAVIOR: Explain in a few paragraphs how consumers interpret information about products and people through their perceptions, learning, and memory.

Answer 1

Consumer behaviour is an activity where an individual or a group of individual, select and purchase the goods and services available to them according to their needs and wants.

The first and one of the most psychological component in consumer behaviour is perception as if the perception is missing then the other factors do not make much sense. In this process the consumer is exposed to the marketing stimuli and he is expected to react to them. It is observed that while perceiving a product or an advertisement, most individuals are able to see and focus on only some aspects of it. Therefore it can be argued that perception is indeed a selective process where the consumer has decisions to make about the things that he finds more or less important.

The next step should be learning the message that is communicated to the consumer. Learning can be defined as the changes in the behaviour of the person in lieu of the new information that is presented to them. The basic idea of marketing is exactly that as most of the behaviour and choices we make in our daily lives arises out of previous experiences and the associated learning.

Also, if after perception and learning the message is not retained by the individual then marketing the product is of no use. Marketing the product can only be effective when the person actively remembers the message the next time he has a choice to make on similar grounds and this is where memory comes into picture. Memory refers to the ability of a consumer to remember the marketing messages that were presented to them and also get the same idea and value that were being associated in the message.

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