Consumer Behavior: Buying, Having and Being

Consumers can make effective decision when their emotional reactions determine how they feel about a particular product (Solomon, 2015). Sometimes, we often buy product based on some emotional attachment with our family, relatives, or past incidents without being rational. In eastern society such as Nepal, India, Bangladesh, emotional attachment with parents or relatives seems deeper than the western society. So, many businesses have started to connect their product and services with the emotion of these people. They have started to produce their ads in such a way that customers started to purchase their product with respect. For example, amazon.in had produced some emotional ads on the topic of #MomBeAGirlAgain which has been successful to touch the hearts of millions people. The demo of that ad can be seen in the link provided below. https://www.youtube.com/watch?v=g6A64L72F-o After watching such kinds of ads, many youth will be inspired to take care of their mom and visit and b...

Consumer behavior can be defined in three words: buying, having and being. It is the study of the process which involves how, why and what an individual or group select, purchase, use and dispose the product, services, experiences or ideas to satisfy their needs and desires (Solomon, 2015). In simple word, Consumer behavior is the process consumers go through when they make purchases (Lombardo, n.d.) The needs, want and demands of each and every customer is unique. It has been very difficult to point out the exact need of consumers. The behavior of consumers has been changed day by day. So, marketers have to do lots of research to know changing consumer behavior. Most of the marketers recognize consumer behavior is an ongoing process. Marketers need market to sell their product, services, ideas and experiences and consumer want to consume such product, services, ideas and experiences to enhance the standard of their life. So, the exchange occurs in the market, in which two or more ...