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UNDERSTANDING CONSUMER BEHAVIOUR: THEIR CONSUMPTION CHAIN

Year 2013, Volume: 5 Issue: 2, 214 - 229, 01.12.2013

Abstract

Understanding issues on consumer behaviour is analogous to the tedious finding
of a needle in the ocean. It is a never ending task and search for enlightenment by
researchers and marketing managers alike. Yet the search has to go on
continuously as the knowledge of which is so significant and influential in the art
of marketing, it is the epitome of companies’ effectiveness in the formulation of
marketing strategies. This paper aims to uncover hidden opportunities or to
discover points of differentiation in the consumer’s consumption chain. It calls for
congruency with consumer needs with an “outside-in” approach versus the often
used “inside-out” or from the company-focused perspective. In the discovery
process, several sub-components have been drawn up to lay the foundation upon
which the marketing strategies could be crafted. Interspersed in the discussion, the
specific presumed role to “affect, cognitive and experience” (Vakratsas and
Ambler, 1999) which are supposedly the three components of consumer behavior
were elaborated as explanation. Additionally, some hindsight on the postulated
concept to integrate and synthesise the newly gained knowledge on consumer
consumption behaviour with purposive marketing activities were illustrated with
proven real-life examples. The study integrates the reviews of a random selection
of more than twenty published literature on issues on consumer behaviour,
conceptual insights gathered from MacMillan and McGrath (1997) and related
marketing textbooks. Relevant implications of the study were discussed. The
notion of the concept adopted in this paper to implement an “outside-in” approach
to ‘pull’ the consumers by integrating their buying and consumption behavioral
needs with matching and purposive marketing strategies and activities.

References

  • Bandyopadhyay, S. and Robicheaux, R.A. (1972), “A Cross-Cultural Study of
  • Influence Strategies and Satisfaction in Marketing Channels”, Journal of Marketing Communications, Vol. 4, pp. 191-205
  • Bauer, R.A. (1967), “US rejects EU pork and poultry”, The Guardian. Cited in
  • Yeung, R.M.W., and Morris, J. (2001), “Food safety risk: Consumer perception and purchase behaviour”, British Food Journal, Vol. 103, No.3, pp.170-187
  • Becker, G.S (1965), "A theory of the allocation of time", The Economic Journal,
  • Vol. 75, pp.493-517. Cited in Reardon, J., and McCorkle, D.E. (2002), “A consumer model for channel switching behavior”, International Journal of Retail and Distribution Management, Vol. 30, No.4, pp. 179-185
  • Constantinides, E. (2004), “Influencing the online consumer’s behavior: the Web experience”, Internet Research, Vol. 14, No. 2, pp.111-126
  • Dickson, P.R. (1982), “Person-Situation: Segmentation’s Missing Link”, Journal of Marketing, Vol. 46 (Fall), pp. 56-64
  • Frazier, L.G. and Sheth, J.N. (1985), “An Attitude-Behavior Framework for
  • Distribution Channel Management”, Journal of Marketing, Vol. 49 (Summer), pp. 48 Galloway, L. (1999), “Hysteresis: a model of consumer behaviour?”, Managing
  • Service Quality, Vol. 9, No. 5, pp. 360-370
  • Holbrook, M.B. and Hirschman, E.C. (1982), “The Experiential Aspects of
  • Consumption: Consumer Fantasies, Feelings, and Fun”, Journal of Consumer research, Vol. 9, Sept., pp.132-140
  • Hunt, S.D. and Pappas, J.L. (1972), “A Crucial Test for the Howard-Sheth Model of Buyer Behavior”, Journal of Marketing Research, (August), pp. 346-348
  • Kim, J.O., Forsythe, S., Gu, Q., and Moon, S.J. (2002), “Cross-cultural consumer values, needs and purchase behavior”, Journal of Consumer Marketing, Vol. 19, No. 6, pp. 481-502
  • Kotler, P. (2003), Marketing Management (11th edition), Upper Saddle River,
  • New Jersey: Pearson Education, Inc., p.6, 133-45
  • Leszinski, R. and Marn, M. V. (1997), “Setting value, not price”, The McKinsey Quarterly 1997, No. 1
  • Luna, D., and Gupta, S. F. (2001), “An integrative framework for cross-cultural consumer behavior,” International Marketing Review, Vol. 18, No.1, pp. 45-69
  • McCracken, G. (1989), “Who is the celebrity endorser? Cultural foundations of the endorsement process”, Journal of Consumer research, Vol. 16, pp. 310-21.
  • Cited in Luna, D., and Gupta, S. F. (2001), “An integrative framework for cross- cultural consumer behavior,” International Marketing Review, Vol. 18, No.1, pp. 69
  • McMillan, I.C. and McGrath, R.G. (1997), “Discovering new points of differentiation,” Harvard Business Review, pp 133-45
  • Mooij, M. de (2000), “The future is predictable for international marketers: converging incomes lead to diverging consumer behaviour”, International
  • Marketing Review, Vol. 17, No. 2, pp. 103-113
  • Moriarty, R.T. and Moran, U. (1990), “Managing Hybrid Marketing Systems”,
  • Harvard Business Review, (Nov-Dec), pp. 146-155
  • Park, C. W. and Lessig, P.V. (1981), “Familiarity and Its Impact on Consumer
  • Decision Biases and Heuristics”, Journal of Consumer research, Vol. 6, Sept., pp. 230 Poh, P.S. (2004), “Managing innovation and change: A success story in a Chinese
  • Newspaper in Malaysia”. Unpublished MBA Dissertation. University of Huddersfields, U.K. “Pyramid Power”, The Economist, Vol. 383, No. 8511, January 13th –19th, 2007 , pp. 60-61
  • Reardon, J., and McCorkle, D.E. (2002), “A consumer model for channel switching behavior”, International Journal of Retail and Distribution
  • Management, Vol. 30, No.4, pp. 179-185
  • Steiner, F. (2000), “Regulation, industry structure and performance in the electricity supply Industry”, Paris. Cited in Watson, A., Viney, H., and Schomaker,
  • P. (2002), “Consumer attitudes to utility products: a consumer behaviour perspective” Marketing Intelligence & Planning, Vol. 20, No.7, pp. 394-404
  • Swinyard, W.R. (1993), “The Effects of Mood, Involvement, and Quality of Store
  • Experience on Shopping Intentions”, Journal of Consumer Research, Vol. 20, Sept., pp. 71-80
  • Vakratsas, D and Amler, T. (1999), “How advertising works: what do we really know”, Journal of Marketing, Vol. 63, pp. 26-43
  • Watson, A., Viney, H., and Schomaker, P. (2002), “Consumer attitudes to utility products: a consumer behaviour perspective” Marketing Intelligence & Planning, Vol. 20, No.7, pp. 394-404
  • Wilson, D. F. (2000), “Why divide consumer and organizational buyer behaviour”,
  • European Journal of Marketing, Vol. 34, No. 7, pp. 780-796
  • Wong, J.K. and Sheth, J. (1985), “Explaining Intention-Behavior Discrepancy—A
  • Paradigm”, Advances in Consumer Research, Vol. 12, No. 1, pp. 377-384
  • Wu, S. I. (2002), “Internet marketing involvement and consumer behavior”, Asia
  • Pacific Journal of Marketing and Logistics, Vol. 14, No.4 Yeung, R.M.W., and Morris, J. (2001), “Food safety risk: Consumer perception and purchase behaviour”, British Food Journal, Vol. 103, No.3, pp.170-187 Others:
  • Lecture notes, files from Malaysia Multimedia University-DBA Programme Module Instructor, Professor Piyush Kumar Sinha
Year 2013, Volume: 5 Issue: 2, 214 - 229, 01.12.2013

Abstract

References

  • Bandyopadhyay, S. and Robicheaux, R.A. (1972), “A Cross-Cultural Study of
  • Influence Strategies and Satisfaction in Marketing Channels”, Journal of Marketing Communications, Vol. 4, pp. 191-205
  • Bauer, R.A. (1967), “US rejects EU pork and poultry”, The Guardian. Cited in
  • Yeung, R.M.W., and Morris, J. (2001), “Food safety risk: Consumer perception and purchase behaviour”, British Food Journal, Vol. 103, No.3, pp.170-187
  • Becker, G.S (1965), "A theory of the allocation of time", The Economic Journal,
  • Vol. 75, pp.493-517. Cited in Reardon, J., and McCorkle, D.E. (2002), “A consumer model for channel switching behavior”, International Journal of Retail and Distribution Management, Vol. 30, No.4, pp. 179-185
  • Constantinides, E. (2004), “Influencing the online consumer’s behavior: the Web experience”, Internet Research, Vol. 14, No. 2, pp.111-126
  • Dickson, P.R. (1982), “Person-Situation: Segmentation’s Missing Link”, Journal of Marketing, Vol. 46 (Fall), pp. 56-64
  • Frazier, L.G. and Sheth, J.N. (1985), “An Attitude-Behavior Framework for
  • Distribution Channel Management”, Journal of Marketing, Vol. 49 (Summer), pp. 48 Galloway, L. (1999), “Hysteresis: a model of consumer behaviour?”, Managing
  • Service Quality, Vol. 9, No. 5, pp. 360-370
  • Holbrook, M.B. and Hirschman, E.C. (1982), “The Experiential Aspects of
  • Consumption: Consumer Fantasies, Feelings, and Fun”, Journal of Consumer research, Vol. 9, Sept., pp.132-140
  • Hunt, S.D. and Pappas, J.L. (1972), “A Crucial Test for the Howard-Sheth Model of Buyer Behavior”, Journal of Marketing Research, (August), pp. 346-348
  • Kim, J.O., Forsythe, S., Gu, Q., and Moon, S.J. (2002), “Cross-cultural consumer values, needs and purchase behavior”, Journal of Consumer Marketing, Vol. 19, No. 6, pp. 481-502
  • Kotler, P. (2003), Marketing Management (11th edition), Upper Saddle River,
  • New Jersey: Pearson Education, Inc., p.6, 133-45
  • Leszinski, R. and Marn, M. V. (1997), “Setting value, not price”, The McKinsey Quarterly 1997, No. 1
  • Luna, D., and Gupta, S. F. (2001), “An integrative framework for cross-cultural consumer behavior,” International Marketing Review, Vol. 18, No.1, pp. 45-69
  • McCracken, G. (1989), “Who is the celebrity endorser? Cultural foundations of the endorsement process”, Journal of Consumer research, Vol. 16, pp. 310-21.
  • Cited in Luna, D., and Gupta, S. F. (2001), “An integrative framework for cross- cultural consumer behavior,” International Marketing Review, Vol. 18, No.1, pp. 69
  • McMillan, I.C. and McGrath, R.G. (1997), “Discovering new points of differentiation,” Harvard Business Review, pp 133-45
  • Mooij, M. de (2000), “The future is predictable for international marketers: converging incomes lead to diverging consumer behaviour”, International
  • Marketing Review, Vol. 17, No. 2, pp. 103-113
  • Moriarty, R.T. and Moran, U. (1990), “Managing Hybrid Marketing Systems”,
  • Harvard Business Review, (Nov-Dec), pp. 146-155
  • Park, C. W. and Lessig, P.V. (1981), “Familiarity and Its Impact on Consumer
  • Decision Biases and Heuristics”, Journal of Consumer research, Vol. 6, Sept., pp. 230 Poh, P.S. (2004), “Managing innovation and change: A success story in a Chinese
  • Newspaper in Malaysia”. Unpublished MBA Dissertation. University of Huddersfields, U.K. “Pyramid Power”, The Economist, Vol. 383, No. 8511, January 13th –19th, 2007 , pp. 60-61
  • Reardon, J., and McCorkle, D.E. (2002), “A consumer model for channel switching behavior”, International Journal of Retail and Distribution
  • Management, Vol. 30, No.4, pp. 179-185
  • Steiner, F. (2000), “Regulation, industry structure and performance in the electricity supply Industry”, Paris. Cited in Watson, A., Viney, H., and Schomaker,
  • P. (2002), “Consumer attitudes to utility products: a consumer behaviour perspective” Marketing Intelligence & Planning, Vol. 20, No.7, pp. 394-404
  • Swinyard, W.R. (1993), “The Effects of Mood, Involvement, and Quality of Store
  • Experience on Shopping Intentions”, Journal of Consumer Research, Vol. 20, Sept., pp. 71-80
  • Vakratsas, D and Amler, T. (1999), “How advertising works: what do we really know”, Journal of Marketing, Vol. 63, pp. 26-43
  • Watson, A., Viney, H., and Schomaker, P. (2002), “Consumer attitudes to utility products: a consumer behaviour perspective” Marketing Intelligence & Planning, Vol. 20, No.7, pp. 394-404
  • Wilson, D. F. (2000), “Why divide consumer and organizational buyer behaviour”,
  • European Journal of Marketing, Vol. 34, No. 7, pp. 780-796
  • Wong, J.K. and Sheth, J. (1985), “Explaining Intention-Behavior Discrepancy—A
  • Paradigm”, Advances in Consumer Research, Vol. 12, No. 1, pp. 377-384
  • Wu, S. I. (2002), “Internet marketing involvement and consumer behavior”, Asia
  • Pacific Journal of Marketing and Logistics, Vol. 14, No.4 Yeung, R.M.W., and Morris, J. (2001), “Food safety risk: Consumer perception and purchase behaviour”, British Food Journal, Vol. 103, No.3, pp.170-187 Others:
  • Lecture notes, files from Malaysia Multimedia University-DBA Programme Module Instructor, Professor Piyush Kumar Sinha
There are 44 citations in total.

Details

Other ID JA93BA88MR
Journal Section Articles
Authors

Poh Phaik See This is me

Publication Date December 1, 2013
Published in Issue Year 2013 Volume: 5 Issue: 2

Cite

APA See, P. P. (2013). UNDERSTANDING CONSUMER BEHAVIOUR: THEIR CONSUMPTION CHAIN. International Journal of Business and Management Studies, 5(2), 214-229.
AMA See PP. UNDERSTANDING CONSUMER BEHAVIOUR: THEIR CONSUMPTION CHAIN. IJBMS. December 2013;5(2):214-229.
Chicago See, Poh Phaik. “UNDERSTANDING CONSUMER BEHAVIOUR: THEIR CONSUMPTION CHAIN”. International Journal of Business and Management Studies 5, no. 2 (December 2013): 214-29.
EndNote See PP (December 1, 2013) UNDERSTANDING CONSUMER BEHAVIOUR: THEIR CONSUMPTION CHAIN. International Journal of Business and Management Studies 5 2 214–229.
IEEE P. P. See, “UNDERSTANDING CONSUMER BEHAVIOUR: THEIR CONSUMPTION CHAIN”, IJBMS, vol. 5, no. 2, pp. 214–229, 2013.
ISNAD See, Poh Phaik. “UNDERSTANDING CONSUMER BEHAVIOUR: THEIR CONSUMPTION CHAIN”. International Journal of Business and Management Studies 5/2 (December 2013), 214-229.
JAMA See PP. UNDERSTANDING CONSUMER BEHAVIOUR: THEIR CONSUMPTION CHAIN. IJBMS. 2013;5:214–229.
MLA See, Poh Phaik. “UNDERSTANDING CONSUMER BEHAVIOUR: THEIR CONSUMPTION CHAIN”. International Journal of Business and Management Studies, vol. 5, no. 2, 2013, pp. 214-29.
Vancouver See PP. UNDERSTANDING CONSUMER BEHAVIOUR: THEIR CONSUMPTION CHAIN. IJBMS. 2013;5(2):214-29.