Topic 1. What is Consumer Behavior
The processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires” (Solomon, 2020).
Consumer behavior involves a series of actions at different stages of consumption. For example, consumers might start by seeking recommendations for a product they are interested in buying, and so they compare different brands. Then they might choose to order their product online instead of buying it in person at a brick-and-mortar store. Post purchase and after using the product, consumers might decide to leave a positive comment online. Finally, they might become so emotionally attached to the product that they try to fix it when it is broken!
Consumer behavior is an ongoing process that starts long before and continues long after a consumer buys a product, service, or experience (Table 1).
Table 1: The Consumer Behavior Process | Behavior Example | Possible Consumer Behavior Questions |
| Pre-Purchase | - Search for information
- Compare options
| Ø Where can a consumer look for recommendations of a product? Ø Who or what source can a consumer trust more for recommendations of a product? Ø How does a consumer determine a product or brand is preferable to all others? |
| Purchase | - Order online
- Order in person
- Pay
- Have products delivered
- Pick up products
| Ø What elements in an actual store or an online store make brands more attractive? Ø What elements in both kinds of stores make a consumer stay longer and buy more? |
| Post-Purchase | - Use
- Evaluate
- Return/refund
- Keep it/store it
- Word of mouth
| Ø In what situation should a consumer publicly complain about a brand? Ø What encourages a consumer to fix a used product instead of disposing of it? |
Who are consumers, you may ask? The answer is simple: Anyone can be a consumer as long as they are involved in any of the behaviors in the process described above. However, different individuals may play different roles in the consumption process. For example, a parent may be the person who actually decides whether or not to buy a product instead of the child who chose the product from among other options because a YouTuber recommended it.
In this scenario, the parent is the buyer, the child is the user, and the YouTuber is the influencer. All of them are considered consumers as they are all engaged in one or more behaviors in the consumption process.
To study consumer behavior, in addition to understanding the behaviors per se, we also want to gain insights into why consumers do what they do as indicated by their demographic background, psychographics, values, upbringing, culture, and people they closely interact with. All of this information can have immense influence on how a consumer behaves in a certain way.
Because consumers’ decisions related to their appearance are largely influenced by their identity, culture, and social environments, the studies of consumers’ behaviors in the fashion/apparel fields need to emphasize specific areas.
For individual consumers, this systematic knowledge of their consumption behaviors helps us define and reinforce preferred behaviors and results (e.g., shop more aware of the environment and its sustainability) and avoid unwanted ones (e.g., overspending on fast fashion). Better knowledge of consumer behavior can help brands and companies identify their market and deal with opportunities and threats to their brands, products, and services.
Lifestyle segmentation marketing is both a tactic and a great example of consumer behavior knowledge application. This approach involves categorizing a target market into distinct groups based on patterns of their behavior in daily life. These patterns may include their activities, interests, and opinions (AIO) or more detailed psychographics pertaining to a certain type of consumption.
For example, professors Dahana, Miwa, and Morisada (2019) found that fashion lifestyles can be defined based on a consumer’s self-value (e.g., self-esteem, self-identity), self-image (e.g., social connectedness, brand consciousness), and fashion orientation (e.g., fashion involvement, self-expression, fashion leadership). They also found that segmenting consumers based on their fashion lifestyle can help practitioners identify customers who may shop more frequently, spend more, and stay loyal in the future.
This segmentation approach goes beyond basic demographic characteristics like age, gender, and income and focuses on understanding the deeper psychological and sociocultural aspects that influence consumers’ choices and preferences.
FAQs
The processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires” (Solomon, 2020).
What is consumer behaviour in the fashion industry? ›
Fashion consumer buying behaviour helps to understand the customers and issue products or services that satisfy their demands and needs. Consumer behaviour concludes with the purchase transaction and assists to know about the reaction of the customers after utilizing the products.
What are the 4 types of consumer behavior? ›
The four primary types of customer buying behavior are complex buying behavior, dissonance-reducing buying behavior, habitual buying behavior, and variety-seeking buying behavior. These categories reflect different levels of consumer involvement and risk associated with their purchases.
What is the meaning of consumer behavior? ›
Consumer behaviour is the study of individuals, groups, or organisations and all the activities associated with the purchase, use and disposal of goods and services.
What are the three types of consumer behavior? ›
Consumer Behavior Types. Experts agree that there are four main types of consumer behavior: complex-buying behavior, dissonance-reducing buying behavior, habitual buying behavior, and variety-seeking buying behavior.
What is fashion behaviour? ›
Fashion psychology, as a branch of applied psychology, applies psychological theories and principles to understand and explain the relationship between fashion and human behavior, including how fashion affects emotions, self-esteem, and identity.
How is consumer behavior best defined? ›
As a field, consumer behaviour has been defined as a process involving the “acquisition, consumption, and disposition of goods, services, time, and ideas by decision-making units.” From: Current Opinion in Psychology, 2022.
What best describes consumer behavior? ›
Consumer behavior is the actions and decisions that people or households make when they choose, buy, use, and dispose of a product or service. Many psychological, sociological, and cultural elements play a role in how consumers engage with the market.
What is consumer behavior Why is it important? ›
A study of consumer behavior enables marketers to understand what motivates consumers to make purchases. Furthermore, the same motive can be utilized in advertising media to stir the desire to make a purchase.
What are the five factors influencing consumer behaviour? ›
In conclusion, understanding the five major factors influencing consumer buying behavior—psychological, social, cultural, personal, and economic—is essential for businesses aiming to connect with their target audience effectively.
In the majority of instances, brands only influence consumer behaviour with things they can control; consider how IKEA seems to compel you to spend more than you intended each time you enter the store. The characteristics of consumer behaviour are determined by four factors: personal, psychological, social or cultural.
What are the three 3 factors that influence consumer behaviour? ›
Psychological (motivation, perception, learning, beliefs and attitudes) Personal (age and life-cycle stage, occupation, economic circ*mstances, lifestyle, personality and self concept) Social (reference groups, family, roles and status)
What is an example of a consumer buying behavior? ›
For example, a consumer might habitually purchase the same brand of sunscreen or milk every time they go shopping. They'll make these purchases without spending time researching alternatives because they don't feel the need to stray from their go-to brand.
What is the influence of culture on consumer behavior in the fashion industry? ›
The socio-cultural factors that influence consumer behaviour (that is, the way they accept or reject fashion trends) include family background, culture, individual's social role or status, influencers, reference groups, opinion leaders, consciousness of the environment, and length of fashion trends.
What is the consumer behavior in luxury fashion? ›
“People often buy luxury items because of the way the products make them feel, not because they necessarily need a specific product or service. This emotional connection might be tied to the brand's heritage, the craftsmanship behind the product, or the personal significance of owning a luxury item.
Why is the consumer important to the fashion industry? ›
Consumer trends affect all industries, but perhaps none more so than fashion. Public sentiment drives purchasing decisions, and fashion brands need to know what consumers want before releasing their next range.
How does fast fashion influence consumer behavior? ›
Fast fashion increases consumer spending, profits, and the consumer's need to participate in a trend. However, critics say the industry contributes to climate change, pesticide pollution, and waste.
