The object of analysis of consumer behavior. Market behavior of consumers. Defining Consumer Behavior

As we know from previous chapters, the individual's role as a consumer is to acquire goods and services for personal consumption. The object of the consumer's choice is the product. But what is a commodity?

On the one hand, a product acts as a set of characteristics of an object. For example, a car is valuable to an individual because it helps to get to the destination faster; convenient in quality vehicle; has good driving characteristics; has a pleasant appearance... All these properties of the product are movement speed; engine power; interior comfort; ease of management; external and internal design - represent the characteristics of a special product - a car. At the same time, it may turn out that some buyers are more interested in the appearance of the car, while others pay attention mainly to the power of the car. Therefore, each characteristic can be considered as an element that brings its specific value, or utility, to the consumer.

On the other hand, the subject interests us because it can make our life easier by fulfilling its functional purpose well. The commodity is then considered as a set of functions. For example, a car has value to the consumer as a vehicle (a function of transportation), but also as a way to increase the value of an individual in the eyes of colleagues and neighbors (a function of prestige). Another example can be cited: food products support our life (life support function), give additional pleasure to taste (taste saturation function), help to communicate with friends (the function of rest, relaxation and communication is manifested in the form of friendly parties), and can also maintain our status in society (lunch or dinner at an expensive restaurant serves the function of prestige).

However, what the consumer is interested in is not only a separate product, but also a product set.

Product set- these are the volumes of various goods and services that may interest the consumer, since they satisfy his various needs.

Since demand and purchases are always quantitative indicators, in microeconomics, the characteristics and functions of a product and a commodity set tend to be expressed in terms of volumes (quantity).

Commodity sets X =(x 1; x 2, ..., x n) and Y = (y 1, y 2, ..., y n) may consist of components of characteristics (then x. yy. is the quantitative degree of expression of a certain quality, for example, different power for different cars); functions (then x yy. is the quantitative significance of this function in comparison with others, for example, the function of prestige in the eyes of the consumer is twice as important as the transportation function for a car) and the volume of purchases in physical units (for example, two cars, three bicycles, one trip to a restaurant).

The simplest study of consumer behavior is that we select two components of the product mix. For simplicity, we will also call the components of a commodity set goods, but remember that in some cases this may be the volume of purchases, in others - the quantitative degree of a qualitative characteristic, in still others - a certain significance of the product's function. In addition, except for those cases when it plays a decisive role, instead of "goods and services" we will analyze simply "goods".

So, in the world of two goods, we have a set X = (A, B), where A is the product under investigation. As a component V can act as a separate specific product included in the consumer basket of an individual, and all other items of the food world, as well as money. In the latter case, our set will look like this: X = (commodity, money).


Table of contents
Introduction 3
5
1.1. Consumer behavior: basic concepts, essence 5
12
1.3. Research methods of consumer behavior 21
Chapter 2. Research of consumer behavior in practice 31
2.1. The specifics of the flower business 31
2.2. Study of consumer behavior on the fresh flowers market in Russia 34
2.3. Marketing research of consumer behavior in the market of fresh flowers in Tyumen 39
Conclusion 50
Bibliography 53
Applications 55


Introduction

Consumer behavior has been studied by many sociologists since the last century. However, in our time, this trend is becoming more and more popular, since the market is constantly expanding, competition is growing, and each enterprise wants not only to stay on the market, but to take a leading position in it.
It is necessary to investigate the various personal characteristics of potential consumers. First of all, establish which of them affect the differences in the use of different goods.
It is obvious that outdoor enthusiasts need other goods than couch potatoes. Sometimes the use of certain products is determined by ethnicity or religion.
It is important to get an answer to the question of why this purchase is made or not, what is the motivation for the purchase decision. Then it will be possible to develop a product that is in demand, or take measures to change the attitude towards the product.
Target term paper- to study consumer behavior in the fresh flowers market. To achieve this goal, we will solve a number of tasks:

    Consider the basic concepts, the essence of consumer behavior.
    Identify the main areas of study of consumer behavior.
    Outline the research methods of consumer behavior.
    Determine the specifics of the flower business.
    To study the peculiarities of consumer behavior in the market of fresh flowers in Russia.
    Analyze consumer behavior on the fresh flowers market in Tyumen.
The object of research is consumer behavior; subject - the market for fresh flowers in Tyumen.
The course work consists of two chapters. The first chapter examines the basic concepts, the essence of consumer behavior; identifies the main directions of studying consumer behavior; the methods of research of consumer behavior are indicated. The second chapter defines the specifics of the flower business; the peculiarities of consumer behavior in the market of fresh flowers in Russia are studied; the analysis of consumer behavior in the market of fresh flowers in Tyumen is carried out.
In this work, we relied on the works of F. Kotler, G. Bagiev, E. Golubkov, V. Ilyin and other authors.

Chapter 1. Theory of studying consumer behavior

      Consumer behavior: basic concepts, essence
Consumer behavior is an applied scientific discipline. Any scientific discipline has an object and a subject. The object of consumer behavior in the individualistic tradition is a person. In the sociological tradition, the object is one of the spheres of social life - the process of consumption, which exists along with production and distribution.
The subject in consumer behavior is not the whole person, but only his behavior, but not in all its manifestations, but only in the market and only as a consumer.
What is consumption? Traditionally, it was seen as a way to satisfy basic human needs through one-time or long-term consumption - the destruction of goods. So, by consuming bread, you are destroying it; by consuming clothes, you are wearing them out.
Gradually, consumption becomes for the broad masses of the population primarily the production of symbols. A person buys fashionable clothes so that everyone can see his modernity, and avoids extravagant ones so as not to be branded as an eccentric, etc. In other words, a person, while consuming, seeks to inform others about himself, in this way he writes a kind of text.
True, one should not go from one extreme (consumption of only objects) to another (understanding consumption as exclusively the production of symbols). People consume both in order to simply survive (even the richest are hungry and cold) and in order to communicate with each other through symbols produced in the process of consumption. To say that a car is only a means of transportation is as far removed from reality as it is to say that it is only a luxury item. A car not only makes life easier for a person, but is a symbol with the help of which, voluntarily or involuntarily, information about the owner is transmitted to others: his economic situation, tastes, often claims, and even complexes.
According to V.I.Ilyin and N.G. Lyubimova, consumption is a process that includes a number of private processes: the choice of a product or service, purchase, use, maintenance of things in order, repair and disposal. In the Big Encyclopedic Dictionary, consumption is the use of a social product in the process of satisfying needs, the final phase of the reproduction process. We will interpret consumption as the process of using a social product in order to satisfy needs.
There are many kinds of behavior in the marketplace. The subject of consumer behavior is only one of them - human behavior, solving the problem buying items to meet your needs. Here, a person acts as an end consumer, that is, the acquisition of machinery, equipment for production or trade goes beyond the limits of the given subject. At the same time, consumer behavior studies human behavior only in a market context. This means that the process of cooking, consuming food is beyond the scope of the subject of this discipline.
So, the subject of consumer behavior is the market behavior of a person as a consumer of the final product. It is necessary to distinguish between buyers-producers and intermediaries from the final consumer. The logic of their behavior is completely different, and it cannot be studied simultaneously with the behavior of end consumers.
A customer is someone who purchases goods or services from a particular company. The concepts of a consumer (English - consumer) and a client (English - customer) are very close. The difference is that the client is the consumer of the products of a particular firm. The client is a private type of consumer.
There are many classifications of needs. Perhaps the most famous of these is the pyramid of needs of the American psychologist Abraham Maslow. It should be noted that none of his publications contain such a graphical scheme as a pyramid. On the contrary, he believed that the hierarchy of needs is not fixed and depends to the greatest extent on the individual characteristics of each person. The "pyramid of needs" was introduced, probably for a simplified presentation of the idea of ​​a hierarchy of needs. Including OS Vikhansky depicts this theory as a pyramid (Fig. 1.1). Levels of the pyramid of needs:
    1st (lower) level - physiological and sexual needs: air, water, food, dreams, sexual satisfaction, procreation, movement, clothing, rest, etc .;
    2nd level - existential needs: security, stability, confidence in the future, etc .;
    3rd level - social needs: communication, care, attention, participation, joint work, belonging to a team;
    4th level - prestigious needs: respect from "significant others", possession of a high social status, prestige, career growth, recognition of merit;
    5th (upper) level - a group of spiritual needs: self-expression, self-determination, self-education.
Consider another theory of needs by a psychologist from Yale University - Clayton Aldelfer. Just like Maslow, Alderfer proceeds in his theory from the fact that human needs can be combined into separate groups. However, unlike Maslow's theory of the hierarchy of needs, he believes that there are three such groups of needs:
    The needs of existence.
    Communication needs.
    Growth needs.
    Figure 1.1 Pyramid A. Maslow
The needs groups of this theory quite clearly correlate with the needs groups of Maslow's theory. The needs of existence, as it were, include two groups of needs of Maslow's pyramid: needs for security, with the exception of group security, and physiological needs. The group of communication needs clearly corresponds to the group of needs of belonging and involvement.
The need for communication, according to Alderfer, reflects the social nature of a person, the desire of a person to be a member of a family, to have colleagues, friends, enemies, bosses and subordinates. Therefore, this group can also include part of the needs of recognition and self-affirmation from the Maslow pyramid, which are associated with the desire of a person to occupy a certain position in the outside world, as well as that part of the security needs of Maslow's pyramid that are related to group security. Growth needs are similar to the needs of self-expression of Maslow's pyramid and also include those needs of the group of recognition and self-affirmation, which are associated with the desire to develop confidence, to self-improvement, etc. (fig. 1.2).
    Figure 1.2 Correlation of the hierarchy of needs of Maslow's theory and Alderfer's theory
These three groups of needs, as in Maslow's theory, are arranged hierarchically. However, there is one fundamental difference between the theories of Maslow and Alderfer: according to Maslow, there is a movement from need to need only from the bottom up. Satisfied the need of the lower level - moved on to the next, etc. Alderfer, on the other hand, believes that the movement is going in both directions. Up, if the need of the lower level is not satisfied, and down, if the need of the higher level is not satisfied.
At the same time, Alderfer believes that in case of dissatisfaction with the need of the upper level, the degree of action of the need of the lower level increases, which switches the person's attention to this level. For example, if a person could not meet the growth needs in any way, his communication needs "turn on" again, and this causes a process of regression from the upper level of needs to the lower one. According to Alderfer's theory, the hierarchy of needs reflects an ascent from more specific needs to less specific ones. He believes that every time a need is not met, there is a switch to a more specific need. And this process determines the presence of a reverse motion from top to bottom.
The process of moving up through the levels of needs Alderfer calls the process of satisfying needs, and the process of moving down - the process of frustration, i.e. failure to satisfy the need.
The presence of two directions of movement in meeting needs opens up additional opportunities for motivating people in the organization. For example, if the organization does not have sufficient capacity to meet a person's need for growth, then, frustrated, he may switch with increased interest to the need for communication. And in this case, the organization will be able to provide him with opportunities to meet this need, thereby increasing its potential to motivate this person.
Alderfer's theory, being relatively young, has a fairly small amount of empirical evidence of its correctness. Nevertheless, knowledge of this theory is useful for management practice, since it opens up prospects for managers to search for effective forms of motivation, correlated with a lower level of needs, if it is not possible to create conditions for satisfying the needs of a higher level.
Need is an objective condition, a prerequisite for the existence of a subject (individual, group, organization, etc.). First, an unmet need appears, then an awareness of this need arises (Table 1.1).
The needs of an individual are objectively necessary conditions for a person's existence. Being a natural-social being, a person has two groups of needs: some are generated by his physiology and psychology, others are constructed by society.
Table 1.1
Description of an unmet and perceived need
Concept Description
Unmet need manifests itself in one form or another. For example, an unmet need for food - in the form of a feeling of hunger, for water - for a feeling of thirst, for vitamins - for vitamin deficiency, for communication - for a feeling of boredom, longing, etc. People notice indicators of need when the latter are not being met. An unsatisfied need leads to its realization.
Conscious need the subject's idea of ​​what he needs for existence and development. The idea can approach the objective need (wanted to eat - understood: you need to eat), or it can be very far from it. So, many needs are manifested in such forms that require qualifications to decode them (for example, the need for vitamins is realized only in the presence of a certain medical erudition).
A source:

Often these two groups of needs are intertwined. For example, there is a natural need for water, but society has formed in people a feeling of disgust in relation to everything unclean, therefore, a synthetic conscious need arises not for water in general, but for clean water. The absence of the latter causes the same suffering as the absence of water at all.
So, consumer behavior is an applied scientific discipline, the object of which in the individualistic tradition is a person. In the sociological tradition, the object is the process of consumption that exists along with production and distribution. Subject - the market behavior of a person as a consumer of the final product.
Consumption is a process that includes a number of private processes: choosing a product or service, buying, using, keeping things in order, repairing and disposing. A consumer is one who consumes the products of a particular manufacturer.

1.2. The main directions of studying consumer behavior

There are seven most important areas of consumer research, which are shown in Fig. 1.3.
Consumer assessments are based both on their knowledge and on emotional aspects of perception.
Of course, the above areas of consumer research are not isolated, very often the questionnaires simultaneously contain questions aimed at studying the opinions of consumers in various areas indicated above. So, often the study of the attitude towards the company is carried out simultaneously with the study of the attitude towards the goods of the company, with the study of the effectiveness of the motivational policy in relation to consumers.
Due to the fact that the assessment of the effectiveness of the use of individual marketing tools (elements of the marketing mix) is carried out not only on the basis of studying the opinions and attitudes of consumers, these issues are studied separately, as independent areas of marketing research.
Each consumer has his own model of behavior - a conventional image of a person as a socio-psychological personality and as a consumer of a product.

Figure 1.3 Directions for studying consumer behavior
The behavioral model should be:

    The internals are consistent and logical.
    Believable.
    Simple.
    Verifiable and proven by real facts.
    Explain and predict.
The general classification of consumer behavior models is reflected in table. 1.2
    Table 1.2
    Classification of consumer behavior patterns
Model view Model shapes Description
Imitation physical the object can be represented in a reduced or enlarged form
analog making it look like an object
Continuation of table 1.2
Experimental univariate behavior is due to the same factor
multifactorial behavior is due to several factors
Economic economic and mathematical Behavior is calculated by odds
socio-economic taking into account the level of income and age
organizational and economic the roles consumers play in purchasing
Psychological cognitive consumer behavior as a deliberate rational action
Gestalt model a person thinks in holistic images
socio-psychological the model is based on psychographic data: measuring consumer lifestyles
    A source:
Behavior model building process:
    Formulation of the problem.
    Building the model:
      the formulation of the benefits and properties of the product with which it can satisfy the needs of the consumer. Highlighting its advantages over competitive products;
      allocation of target segments using segmentation methods;
      determination of the reasons for making a decision for each segment;
      the allocation of personal and psychological components that affect the behavior of the selected segment of consumers;
      enlargement of the selected segments by similar features.
    Checking the model for plausibility.
    Application of the model.
    Updating the model (if necessary).
Consider a simple model of consumer behavior (Figure 1.4).

Figure 1.4 A simple model of consumer behavior There is a consumer. He has a need. Some incentive factors act on it. Then the consumer becomes aware of the possibilities of satisfying needs under the influence of these factors. There is a response (purchase or refusal to purchase). Marketing Incentives:

    Product.
    Price.
    Distribution methods.
    Sales promotion.
Consciousness "black box" - consumer characteristics and decision-making process. Feedback: choice of product, brand, place, time and volume of purchase. Consumer characteristics are formed from two factors: external and internal, shown in more detail in Fig. 1.5.

Figure 1.5 Characteristics of the consumer The buying process is the promotion of the product to the consumer from the moment when the need arises in the mind of the consumer until the moment when the assessment of the made purchase is carried out. There are five stages in the decision-making process. In the first stage of consumer decision making, consumers perceive the need for something that is not in their lives, and this perception gives impetus to the entire purchasing decision-making process. Consequently, the problem that consumers face is how to narrow the gap between their real state and the desired state. So, the first stage is awareness of the need:

    What needs a person has.
    What caused these needs.
    How these needs are associated with an incentive product or service.
After the individual has realized the problem of the existence of a need, the second stage (stage) of decision-making is activated. The second stage is the search for information. There are internal and external searches. In the absence of information about the product, the consumer can refuse to purchase the product. Therefore, it is necessary to disseminate information about the product as much as possible.
The strength of the impact depends on the characteristics of the buyer, the type of product, etc. The complex of marketing information of the company must be developed so that the product falls from the “complete” set of goods into the “awareness” set. "Full" - goods produced by all manufacturers, "knowledgeable" - goods known to the consumer. The third stage is the analysis and evaluation of information. The consumer, evaluating the information, makes up a set of "choice" for himself - a set of brands of a given product, from which he will make a choice. The buyer makes a choice on a particular product, based on an assessment of the properties and characteristics of the product, as well as the coefficients of the significance of these properties for themselves. The fourth stage is making a purchase decision. Influencing consumer behavior at this stage involves knowing and using the factors of making a purchase both outside the store and inside. The types of purchases based on the purchase intent criterion are shown in table. 1.3.
Table 1.3
Types of purchases based on purchase intent
Purchase type Characteristic
Specific planned purchases of a specific brand of goods planned before visiting the store (for example, Camomile shampoo)
Scheduled purchases in general are planned at the product category level, not a specific brand (e.g. cheese)
Continuation of table 1.3
Substitute purchases purchases of products that replace software functional properties planned (for example, a broom is purchased instead of a vacuum cleaner)
Unplanned purchases the customer did not plan to purchase a specific product prior to entering the store. Spontaneity, uncontrollability and intensity of purchase motivation, customer excitement and ignorance of the consequences of the purchase (for example, chewing gum)
In-store solutions purchases that combine planned purchases as a whole and substitutes (for example, a consumer came to a store for bread. He saw milk and remembered that he also needed it)
A source:

In-store purchase factors:

    Exposition at the point of sale - the best location of the product is at the level of the eye.
    Reduced prices - trade with a discount, refund of part of the price, coupons, gifts.
    Store planning - distribution into sections, the direction of movement of customers on the territory of the store.
    Shop atmosphere - lighting, layout, product display, flooring, colors, sounds, smells, staff appearance and behavior.
    Sales staff - self-service (for products with low customer involvement in the purchase process), staff consultations (for products with high customer involvement).
A purchase decision can only be suspended for the following reasons:
    Due to unforeseen circumstances (price change), the emergence of a more urgent need for illness of loved ones, etc.).
    Due to the emergence of new additional information, the recall of a more authoritative (for the consumer) person.
    Due to the attitude of the staff.
The fifth stage is the processes following the purchase. Reaction (assessment) to buy. Important in a highly competitive environment. If the buyer is satisfied, then positive information will come from him. Each customer is a source of information for 7 to 40 potential customers. An unsatisfied customer can spread negative information among them. American marketers have developed a philosophy of dealing with the consumer:
    The consumer is the most important person visiting the firm.
    The firm depends on the consumer, not the other way around.
    The consumer does not interfere with the work of the company, he is the main goal and the meaning of the enterprise.
    The firm does not provide a service to the consumer when it takes care of him. It is the consumer who cares about the firm when they contact it.
    You should never argue with a consumer, you should not make fun of him.
    The consumer is the person who brings desires to the firm; the firm's job is to fulfill these desires for the benefit of itself.
In order to achieve a favorable consumer response, it is necessary to fulfill certain conditions, which are indicated in Fig. 1.6. A customer that is not served is better than a customer that is not satisfied.

Figure 1.6 Conditions for creating a favorable consumer response
In general, when studying consumer behavior, researchers pay attention to several factors: attitude towards the company itself; attitude (opinion, preferences) to various aspects of the company's activities; the level of customer satisfaction; consumer intentions; making purchasing decisions; consumer behavior during and after purchase; consumer motivation. When studying consumer behavior, specialists need to build a model of this behavior. The simplest model: there is a consumer. He has a need. Some incentive factors act on it. Then the consumer becomes aware of the possibilities of satisfying needs under the influence of these factors. There is a response (purchase or refusal to purchase). The purchase process is the promotion of the product to the consumer from the moment when the need arises in the consumer's mind and until the moment when the assessment of the made purchase is carried out. This process consists of five stages: awareness of the problem; search for information; analysis and evaluation of information; making a purchase decision; purchase appraisal.

      Research methods of consumer behavior
Methods for studying consumer behavior - a set of techniques and operations designed for the most effective implementation of consumer behavior research. In marketing research, there are many methods of collecting information to study consumer behavior. Let's consider the main ones: polling, observation and experiment.
A survey is the collection of primary information by directly asking questions about the level of knowledge, attitudes towards the product, etc. The survey methods are different. These include face-to-face interviews, telephone surveys, mailing questionnaires, mixed (a questionnaire is enclosed in the packaging of the product, which is then mailed; the questionnaire is given in the store, filled out at home and sent by mail).
According to the level of standardization (structuredness) of questions and answers, structured and unstructured polls are distinguished. Their description is given in table. 1.4.
The main methods of conducting a survey are:
    Personal interviews (on the street, in a store or at home).
    Telephone survey.
    Questionnaire by mail.
Table 1.4
Structured and unstructured surveys A source:

The most important parameter of the study, which determines its reliability, is the percentage of refusals to answer, that is, no answers. Non-responses can introduce bias in the results due to losses in the course of the study.
The lowest percentage of refusals in interviews. During telephone surveys, the first time it is possible to contact usually 10% of respondents. There is another problem - who to talk to if one of the family members answered the phone? With postal polls, the percentage of responses is the smallest and it cannot be guaranteed that the questionnaire will be completed by the chosen person.
In a personal interview, you can ask about almost anything. Almost the same is the case with a telephone survey, but in this case you cannot show pictures and samples. The worst in this regard is postal polls. They cannot be too long, otherwise no one will fill them up to the end. Longer interviews are best done in person, and worst over the phone.
The polling rate differs significantly from method to method. With telephone interviews, you can make 15 - 20 calls per hour, the interview is faster with an increase in the number of interviewers. The speed of mail polls is almost impossible to control. The time of such surveys is up to several weeks (when covering several cities) and depends little on the sample size. The time of the personal interview at home varies depending on the place of residence of the respondents.
Mail interviews are cheap enough, but if the response rate is low, the data may become inaccurate. The cost of telephone surveys is also quite low, of course, if there are no long distance calls. Personal interview at home is the most time consuming and expensive research method.
In addition to the parameters mentioned, each of the survey methods has its own characteristics, which are shown in table. 1.5.
Since the 70s, computers have been used for surveys. In telephone interviews, they display the question being asked, which is read by the interviewer. Even this simple automation has big consequences.
With computerized telephone interviews, you can maintain a database of the sample: who has not been called yet, who should be called back, and so on. Quota accounting is automatically maintained. The number is dialed automatically. The computer generates a report on the work of the interviewers. The specified statistical processing is performed automatically.
Nowadays, good computer survey support systems allow surveys of computer owners via the Internet or e-mail.
The computer, unlike the interviewer, always asks the question exactly in the given formulation. Only the part of the questionnaire that is needed at the moment is shown. The answers are checked instantly. Complex branches of the questionnaire process and even sample questionnaires are easily implemented. The results of the survey are processed immediately.
Table 1.5
Features of different methods of conducting a survey

Positive features Negative features
Home interview
    High response rate
    It is easy to get an answer from a specific person
    Any type of questionnaire can be used
    Easily reorder questions
    You can clarify unclear points
    Possibility to use visual material
    Usually - a narrow circle of respondents
    It is difficult to direct the conduct
    Roads return visit (if the respondent was not at home)
    Takes a lot of time
    Strong influence of the interviewer
    Interview on the street
The same, but: Faster, cheaper, easier to manage
    The same, but:
    Interviews should be shorter
    Mail questionnaire
    Sometimes - only when possible way poll
    If you have lists, you can easily define the sampling frames.
    No influence of the interier
    Individual pace of responses
    The respondent is better at answering personal and difficult questions
    The cheapest way
    Difficulty getting an answer from a specific respondent
    Problems with illiteracy
    Long response time
    Can't help with unclear points
    Difficulty managing the sequence of questions
    Errors due to the fact that the entire profile is visible at once
    Telephone survey
    Continuation of table 1.5
    Cheap
    Quick
    Provides wide coverage
    Conveniently manage and monitor the interviewer's work
    Easy to re-call
    Easy to use computer
    Difficult to achieve a representative sample
    No visual material can be provided
    Difficult to determine if the respondent is answering
    Polling time is limited
    There is an interviewer's influence
    It's hard to get cooperation

One of the main agents of market relations is the consumer, who shapes his behavior and is in a state of economic choice. The consumer is not free to choose. He is forced to take into account not only his personal preferences, but also the income at his disposal, market prices for goods of interest to him and other factors.

Economic theory, in particular its “microeconomics” section, in its analysis of consumer behavior proceeds from the assumption that this behavior is rational.

Each consumer is forced to decide for himself three questions: 1) what to buy? 2) how much does it cost? 3) will there be enough money to buy? To answer the first question, you need to find out the usefulness of the good for the consumer. To answer the second, you need to research the price. To solve the third - you need to take into account the consumer's income. These three concepts - utility, price, income - are interconnected and constitute the content of the theory of consumer behavior.

Consumer behavior assumes the following circumstances:

1. Behavior is reasonable: the consumer is a reasonable person who is trying to dispose of his monetary income in such a way as to extract the greatest utility from those goods that will be bought for monetary income, that is, the consumer seeks to maximize the total utility.

2. Presence of preferences: the consumer has a certain system of preferences for certain goods and services that are on the market, and the buyer imagines what kind of marginal utility he will extract from each subsequent unit of certain goods that he was going to purchase.

3. Budget constraints: at each moment of time, the subject's monetary income has a limited amount, that is, all subjects experience budgetary constraints, that is, they have a limited amount of income that they are going to spend on the acquisition of goods.

4. Availability of certain prices for certain goods: in limited quantities Money each customer is able to purchase only limited quantity certain goods, taking into account the prevailing prices for them, therefore, the consumer will be faced with economic factor the impossibility of acquiring certain desired benefits.

If utility any good is its ability to satisfy any needs of a person or society, then aggregate utility(TU) - the total utility delivered to a person as a result of the consumption of a certain set of goods or services for the given time... For most goods and services, the following pattern applies: the greater the volume of consumption of any good, the greater the value of the total utility received by the consumer.



The change (or increment) in total utility is reflected in the marginal utility indicator. Marginal utility (MU) is the additional utility received by a person from the consumption of an additional unit of this good per unit of time.

If the consistent consumption of any good gradually brings a person to a state of saturation, then the additional utility from the use of an additional unit of this good begins to decline. The desire to have the good decreases with the increase of the given good. This pattern has a universal character and is called the law of decreasing marginal utility or first Gossen's law: starting from a certain moment, the additional utility from the consumption of one additional good decreases as the volume of consumption of this good increases.

The consumer-buyer seeks to maximize the total utility, and this is reflected in economic theory in Gossen's second law: maximization of the total utility of the buyer is achieved if the last monetary unit spent on the acquisition of each product delivers him the same marginal utility (the economic subject maximizes his total utility by distributing his available funds between various goods in such a way that an equal satisfaction from the last unit of money spent on each of the goods).

If we bear in mind that consumer choice is made from goods A and B, their price is determined as P A and P B, and their marginal utility is denoted by MU A and MU B, then the rule for maximizing the total utility has the form:

TU J= TU K = TU L = TU M (8)

Such combinations mean that the total utility of 12 kg of commodity A and 2 kg of commodity B is equal to the total utility of 6 kg of commodity A and 4 kg of commodity B, is equal to the total utility of 4 kg of commodity A and 6 kg of commodity B, is equal to the total utility of 3 kg of commodity A and 8 kg of product B. If you build a graph for these options, then it will be called “ indifference curve". The indifference curve shows all possible combinations of two products that deliver equal satisfaction to the consumer, or shows what the consumer might want to purchase from a set of products that deliver equal overall utility.

The indifference curve has the following properties:

Has a descending character;

Products A and B have utility for the consumer, but moving from combination j to combination k, the consumer prefers to purchase more product B and less product A, since at any point on the indifference curve, the total utility remains the same.

Therefore, any increase in utility by additional item B should be compensated for by a decrease in utility by an equal amount, which implies the abandonment of a certain amount of product A. Thus, an inverse relationship is observed between a certain amount of product A and product B, which is shown in the form of a descending nature of the graph (Fig. 10).

Has a convexity about the origin.

This nature of the schedule is associated with such a concept as the "Marginal Rate of Substitution" (MRS). MRS shows to what extent the consumer is ready to replace good A with good B, but at the same time the level of total utility remains the same. The decreasing slope of the indifference curve indicates a gradual decrease in the consumer's readiness to replace product A with product B. This is explained as follows: with an increase in the quantity of product B, the marginal utility of its additional unit (Mu) decreases, in turn, a decrease in the quantity of product A causes an increase in its marginal utility ( Mua).

Rice. 10. Indifference curve

Each consumer, taking into account his preferences, can build Indifference curve map», Which consists of a set of indifference curves (Fig. 11). Each successive indifference curve farther from the origin corresponds to a greater value of total utility. For example: the combination J 2, which consists of 12 kg of product A and 4 kg of product B, delivers greater overall utility than J 1, which consists of 12 kg of product A and 6 kg of product B. Combination K 2, which consists of 6 kg good A and 8 kg of good B, has greater utility than the combination K 1, which consists of 6 kg of good A and 4 kg of good B. J 2 and K 2 have equal overall utility, since they are on the same indifference curve.

Rice. 11. Map of indifference curves

Hence, indifference curves never intersect. This means that any combination (sum) of goods A and B, which is represented by any point on the indifference curve (I 4) (J 4, K 4, L 4, M 4), has a greater aggregate utility than any combination of goods A and B on the curves I 1, I 2, I 3.

However, the buyer cannot afford to buy any combination of goods, since his demand is limited by his income, and therefore there are budgetary restrictions. Suppose the customer has a total income (expense) of $ 12. The price of product A is $ 1.5 per unit (1 kg), the price of product B is $ 1 per unit (1 kg), that is, the price of product A is 1.5 times higher than that of product B. Therefore, the buyer can buy the following sets of goods A and B (table 2).

table 2

Thus, the budget line, which will be built according to the above parameters, will show different combinations of two goods (A and B) that the buyer needs and which can be purchased for a given amount of income, a given price level for goods A and B and the full expenditure of the available income ... The slope of the budget line depends on the ratio of the price of product B to the price of product A: Рв / Ра. In our example, this ratio is: Рв / Ра = 1 / 1.5 = 2/3. Thus, the angle of inclination of the budget line will be equal to 36 ° to 54 ° (Fig. 12).

Rice. 12. Budget line

The following properties are inherent in the budget line:

Changes in income, all other things being equal, lead to the following results: an increase in monetary income leads to a shift in the budget line to the right (if the price of goods A and B remains unchanged); a decrease in monetary income shifts the budget line to the left (while the price of goods A and B remains unchanged);

Changing the price, other things being equal, leads to the following relationships: a decrease in the price of both goods is equivalent to an increase in income and shifts the budget line to the right; in turn, an increase in the price of both goods leads to a shift in the budget line to the left;

If the price of one product changes, and the other remains unchanged, then the slope of the budget line will change; for example, if the price of good A decreases, but the price of good B does not change, then the top point of the budget line moves up. If the price of commodity A rises, then the top point will move down. If the price of commodity A is unchanged, and the price of commodity B decreases, then the bottom point is shifted to the right; the price of item B increases - the lower point of the budget line is shifted to the left.

By combining the budget line and the map of indifference curves, the equilibrium position of the consumer can be determined and the combination found that maximizes the total utility for given incomes and given prices for goods A and B.

The equilibrium position is achieved at the point of intersection or tangency of the indifference curve (s) and the budget line. At the point of tangency, the slope of the indifference curve, which reflects the marginal rate of substitution МRS, coincides with the slope of the budget line Р В / Р A. Therefore, the equilibrium position is achieved when the situation МRS = Р В / Р A. The combination of goods A and B, bringing the maximum overall utility , will correspond to the point of intersection of the budget line and the indifference curve at its highest orbit. In our example, the combination that maximizes the total utility will correspond to the point of intersection of the budget line with the indifference curve I 1 in the variant of the quantity of goods A = 4 and goods B = 6 (Fig. 13).

Rice. 13. Aligning the indifference curve with the budget line

If the consumer's income-expenditure were more than $ 12, for example, $ 24 or $ 36, then the maximization of the total utility would be achieved at the intersection of the budget line with the indifference curve, which was further from the origin.

graduate work

1.2 Consumer behavior as an object of marketing research

In order to identify the internal content, the essence of consumer behavior, it is advisable, first of all, to study the very concept of "consumption" in general. According to the dictionary, consumption is continuously emerging and developing, one after another, processes of obtaining (purchasing) a product (work, service), as well as the use (application) of these goods, services for their own purposes in the future.

In accordance with the topic of this study, it is necessary to indicate that consumer behavior is a very broad concept, and also includes not only the process of acquiring a product (work, service) itself, but also consumer behavior, as before the actual purchase, so also after its commission. Studying consumer behavior before buying, company employees, enterprises researching a product and its market (marketers, employees commercial department, customer service department, sales managers, etc.), identify and study the reasons that may influence the decision to purchase this product (service) or refuse to purchase it (her) G. D. Krylova, M. I. Sokolova ... Marketing: Theory and 86 Situations: Tutorial... - M .: UNITI, 2012.S. 73.

The final result of this choice can be influenced by family members, as well as by a certain social group, which for a certain consumer (individual) is a certain standard, that is, a reference group. When making a purchase, marketers and other employees of the company who study consumer behavior, examine the reaction of consumers, consider how the consumer will make a purchase.

It should be noted that when analyzing the consumer's command after the customers of the company, firm, store make any purchase, marketers investigate the degree of customer satisfaction with this purchase, consider the likelihood of a second purchase, as well as other important processes associated with the implementation of this purchase. The consumer behavior of consumers also includes actions to get rid of the product (service).

It should be noted that the sciences focused on the features of the study of consumer behavior have developed relatively recently. In the United States, as a country in whose territory marketing and management began to develop somewhat earlier than in most other countries, they paid attention to this area of ​​knowledge, mainly in the second half of the XX century. In a given time period, the average and big business started getting good profit, and also, to increase their momentum, while it is natural that competitive fight between manufacturing companies began to be characterized by more and more dynamics of growth and aggravation. And it was necessary to look for other ways of forming and strengthening, as well as maintaining competitive advantages, enhancing the competitiveness of companies at a new level. In this time period, textbooks on consumer behavior appear in the United States, and marketers are beginning to think more carefully about the problem of researching consumers of their companies, as well as studying the trend of consumer behavior in general. The first authors of such tutorials were Blackwell R., Angel J. Kotler F., Armstrong G., Saunders D. Marketing Basics: Per. from English - 2nd Europ. ed. - M.: SPb .; К .: Publishing house "Williams", 2013. S. 378.

Over the 40 years of the development of the science under consideration, consumer behavior has transformed into an independent vast area of ​​knowledge, which has become practically necessary to study and apply in practice along with the study of factors, market development trends, the study of competing firms, etc. the productivity of the development and functioning of the firm Baranova A.D. largely depends on the behavior of consumers, on their needs and on various developing characteristics of purchasing behavior. Marketing: principles and strategy: Textbook for universities.- M .: INFRA-M, 2013. S. 90.

As for Russia, it began studying consumer behavior later than in the United States. It was only a few years ago that the fundamentals of consumer behavior began to be taught at higher education institutions. educational institutions as an independent discipline.

In accordance with the theme of this study, it is necessary to concretize that consumer behavior is an interdisciplinary field of research, since it combines such disciplines as sociology, marketing, psychology, the foundations of the family and household, as well as other disciplines. Thus, let us designate and characterize consumer behavior as one of the main objects of planning, organizing and conducting marketing research in the activities of a modern company, firm.

Relatively recently, in many Russian companies, it is consumer behavior that has become almost the main subject of analysis of the market for services and goods, services and demand. On the present stage development and functioning, leading companies, firms base the entire marketing complex on the requests and needs of segments of their target audience. Consideration of the characteristics of the consumer becomes, therefore, in the activities of many Russian companies the starting point for designing a marketing strategy, because if the value orientations of your consumer are incorrectly determined, it will be difficult to select products and services focused on meeting the requirements, needs of customers, bringing revenue and net profit to the company.

The needs of the consumer become the main area of ​​activity of the organization: production, personnel management (especially marketing), etc. The organization considers two types of consumers - subjects of marketing analysis. Firstly, these are external consumers, for the sake of them the company creates goods, services and works. Secondly, one should not forget about the internal consumers of the organization - its employees, those who in one way or another take part in the creation of the product that the company offers to external consumers. These are all employees of the company. If the firm is concerned about the satisfaction of external customers, then it is necessary that internal customers are also fully satisfied. Employees should be provided with rights, working conditions, appropriate current legislation, an objective system of remuneration has been organized. Only then will employees be well motivated to perform well their duties in the organization to meet the requirements of external customers.

Let us consider and briefly characterize the concept of consumer marketing, in the structure of which consumer behavior is one of the most important objects for planning and conducting marketing research.

Note that marketing focused on the consumer, not sales and, or production processes, appeared relatively recently. Researcher F. Kotler referred to it as the concept of social, or socio-ethical marketing Kotler F., Keller K.L. Marketing management. Express course / Per. from English under scientific. ed. S.G. Zhiltsova. - 3rd ed., - SPb .: Peter, 2012.S. 281.. This marketing concept appeared in the 1960s, when the role of consumer behavior research was actualized, and, thus, marketing strategies were reformed in favor of their consumers (clients of firms, companies).

At the present stage of development and functioning of companies, therefore, it is the interests of the consumer that are the key factor, both in the organization of marketing research and in design. marketing strategy... Such a marketing strategy is focused on balancing the level of achievement of meeting the needs of external customers, internal customers, social needs (that is, the global needs of various social groups and society as a whole), and only at the last level is the degree of satisfaction of the needs of the company itself (revenue, profitability), etc. are fulfilled, the needs for development, functioning, obtaining optimal profit, are satisfied. In our country, the concept of social and ethical marketing is still at the stages of its development, but every year the number of companies focusing on functioning within the framework of such a marketing concept is increasing D.V. Krevens. Strategic Marketing: Per. from English ed. A.G. Grishko. - 6th ed. - M; Williams, 2012.S. 178.

It should be noted that the emergence and development of marketing determine the growth of the importance of consumer information. Producers of goods and services try not only to study consumer behavior, but also to influence it. At the same time, the marketing concept in modern conditions is one of the main directions of successful production of products in market conditions.

In this situation, we denote that marketing is an activity of research, formation and satisfaction of demand for goods through their design and structuring of optimal prices for them, as well as the distribution and promotion of products (services). Thus, the marketing concept of marketing is the foundation for the development and improvement of all company activities from procurement and production to after-sales service.

In the context of modern market economy marketing is a kind of production concept. However, this state of affairs did not arise immediately. W. Pride and O. Ferrell developed 3 stages of development of the concepts of commodity production (in the USA): era of production; era of sales; era of marketing.

At the first stage, the functions of marketers were reduced only to planning the required production volumes, at the last stage marketing becomes a business philosophy, subordinating all departments and divisions of the organization. Marketing questions have been significantly expanded: what, how much, how, for whom, how, and at what price to produce. In 3 stages, you can trace the general trend of change in the criteria of business efficiency: from production to sales. Recently, the concept of social (or socially ethical) marketing has been widespread, which appeared in the United States at the turn of the 1960s and 1970s. Its meaning is reduced to the balance of goals and desires of consumers, the needs of society and the goals of the company itself Kalyuzhnova N.Ya., Yakobson A.Ya. Marketing: general course Study guide. Omega-L, 2013.S. 317.

Note that in our country, business is only at the stage of development and adaptation to the specifics of the activities of organizations, enterprises, various elements of this marketing concept.

In a situation where there is a consumer (client), then, accordingly, there is a need this client... Thus, in order to provide itself with consumers, a company must find out exactly what needs of its target audience segments it can satisfy with the highest probability of success and effectiveness. The process by which a company selects a specific segment (s) for itself target audiences, and interacts in a focused way with this type of clientele, is called "targeted marketing". Complex marketing, on the other hand, is a broader area of ​​activity that is important for creating, maintaining, and also meeting the demand for goods (services).

Let's denote that the target marketing system of a company includes the following main stages and elements of marketing, as shown in Figure 1.2:

Rice. 1.2. Features of targeted marketing

It is necessary to indicate that work at the integrated marketing level is organized and carried out for each segment of the target audience of the company. Not only needs, but also geographic location, value orientations, opportunities, habits, etc. can be different for the company's customers. This information can be used in the process of market segmentation. A significant proportion of firms orient their product design process to meet the needs of an individual client. Instead, the manufacturing enterprise studies large segments of target audiences, which may have one or more common principles, characteristics of consumer behavior, similar. Then this organization decides for herself on what specific attribute (criterion) she will look for a specific target market for herself, and, then, proceeds to grouping buyers (her potential clients). This process is referred to by marketers as segmentation and is the basis for the study of the characteristics of consumer behavior in the activities of many modern companies.

It is also important to point out that one method of market segmentation is not enough to conduct a productive marketing research of consumer behavior. It is important for a representative of the management apparatus (or a specialist in the marketing department) to select and apply market segmentation methods based on different parameters (income, age, field of activity, etc.). Thus, structuring the company's market into various parts, it is possible to identify which method of segmentation for each individual company is the most objective and beneficial for the company forms the structure of the market, and then proceed to the selection of the most optimal segmentation method for oneself. Eremin Yu.A. Methodology for segmenting the market for industrial products // Marketing in Russia and abroad. 2011. No. 1. S. 7..

Consequently, the segments obtained as a result of correctly conducted market segmentation should be used for a rather long period of time, and not change, for example, within a month. This gives marketers the opportunity to constantly study the constructed segment, get to know it more and better. We denote that marketing department chooses for itself the segment (those segments) that it can satisfy with the greatest benefit for itself and consumers.

Based on the results of studying the material structured in this subsection of the work, therefore, it is necessary to conclude that it is the behavior of consumers that is the object of marketing research, around which the main line of the company's marketing policy is subsequently built.

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Introduction to Consumer Behavior

1. Definition of the concept of "consumer behavior".

2. Subject "Consumer Behavior"

3. Principles of "Consumer Behavior"

4. Reasons and incentives for studying "consumer behavior"

5. Development stages and state of the science of consumer behavior

Defining Consumer Behavior

Theorists and practitioners recognize that staging marketing tasks any organization presupposes an understanding of the basic laws of human behavior and, in particular, the behavior of customers.

In modern literature, there are two concepts "consumer behavior" and "consumer behavior", which most authors consider synonyms, we believe that they should differ in content.

Ø consumer behavior (consumer behavjol ) - actions that determine the choice, decision-making and purchase of goods.

Ø is an action directly related to the receipt, consumption and disposal of products and services, including the decision-making processes that precede and follow these actions [Angel J.J. F., Blackwell R.D., Miniard P.U. Consumer Behavior - St. Petersburg: Peter Com, 2009. 759 p.].

Ø Johnny Howard and Jagdit Sheth - American marketers, representatives of the classical "theory of customer behavior" highlight the concept of " buying behavior ", Which, by their definition, represents more or less repetitive decisions about the choice of a certain brand goods.

Ø is an activity directly involved in the acquisition and disposal of products, services, ideas, including decision processes preceding this activity and following it [Aleshina IV Consumer behavior: Textbook. manual for universities. - M .: FAIR-PRES, 2000. - 384 p.].

They began to pay great attention to the behavior of buyers in Western countries in the 50s of the 20th century, and the end of the 60s can be considered the period of the final formation of the "theory of customer behavior". In Russia, it is at the stage of formation and development. However, even at present, the behavioral sciences in Russia are focused mainly on the education of a person.

As R. Alderson noted in his article [Ru Alderson. Analytical foundations of marketing. Marketing classics / compilers Enis B.M., Koks K.T., Mokva M.P.- SPb: Peter, 2001.- 752 pp., Ill. - (Series "Marketing for Professionals")], the economy gives us a traditional, normative basis for the relationship to the buyer. But marketing researchers have never been satisfied with the sterility of the economy. The movement to combine economic theory and behavioral sciences was led by George Catona, creating a "new theory of consumer economics" [George Ketona. Rational behavior and economic behavior... Ru Alderson. Analytical foundations of marketing. Classics of marketing / compilers Enis B.M., Koks K, T, Moscow M.P.- SPb: Peter, 2001.- 752 p .: ill. - (Series "Marketing for Professionals")], J. Howard and J. Sheth in their "Theory of Buyer Behavior" presented a general model of consumer behavior "[John Howard, Jagdit Sheth. Buyer's Behavior Theory. Classics of marketing / compilers Enis B.M., Koks K, T, Moscow M.P.- SPb: Peter, 2001.- 752 p .: ill. - (Series "Marketing for Professionals")], F. Webster and I. Winda in their work "A General Model of Organizational Buying Behavior" focuses on the behavior of organizational buyers and describes the interaction and influence on the procurement decision-making process of organizational, social and personal factors.


R. Belk [Russell Black. Situational variables and consumer behavior. Classics of marketing / compilers Enis B.M., Koks K.T., Mokva M.P.- SPb: Peter, 2001.- 752 p .: ill. - (Marketing for Professionals Series)] has shown that situational variables such as the physical and social environment, a person's mood, and the time of purchase or use of a product have a significant impact on consumer behavior.

M. Holbrooke and E. Hirschman develop the concept of "information processing", according to which one cannot be limited to considering only purchases and consumption. They see consumer behavior as an empirical process in which users of goods find interest, through which they express their feelings of joy and pleasure [Maurice Holbrooke and Elizabeth Hirschman. Empirical aspects of consumption: fantasy, feelings and pleasure of the consumer. Classics of marketing / compilers Enis B.M., Koks K.T., Mokva M.P.- SPb: Peter, 2001.- 752 p .: ill. - (Series "Marketing for Professionals")].

Strategically, analyzing customer behavior allows you to identify different consumer groups, and then, in accordance with the data obtained and using segmentation, targeted marketing and positioning, offer targeted marketing activities - and do it better than competitors. Russell Haley, in his writings, was the first to substantiate “segmentation by benefits” [Russell l Haley. Segmentation by Benefit: A Solution-Oriented Research Tool. Classics of marketing / compilers Enis B.M., Koks K, T, Moscow M.P.- SPb: Peter, 2001.- 752 p .: ill. - (Series "Marketing for Professionals")].

Subject "Consumer Behavior"

The subject of consumer behavior research can be:

1) influence on the consumer;

2) the latest research;

3) an intercultural perspective.

Knowledge of consumer behavior can be used to:

Ø influence this behavior or change it in favor of the enterprise;

Ø education and consumer protection;

Ø form social policy;

Ø understand and predict consumer behavior;

Ø to identify the causal relationships that govern belief and / or enlightenment, etc.

In marketing, as Russell Belk noted [Russell Black. Situational variables and consumer behavior. Classics of marketing / Compiled by ENIS BM, Koks KT, Mokva MP - SPb: Peter, 2001. - 752 p.], The fundamental question in organizing market research is as follows: “What should be the ratio of factors marketing to most effectively influence the behavior of a certain type of consumer? "

Until recently, marketers were less interested in the process consumption, how much process purchases and, therefore, research was carried out mainly in this direction and focused on the final result, neglecting the identification of factors that influenced this very result.

More significant research into consumer behavior has emerged in the early 1980s, highlighted by the work of Maurice B. Holbrooke and Elizabeth S. Hirschman [Maurice Holbrook and Elizabeth Hirschman. Empirical Aspects of Consumption: Fantasies, Feelings and Pleasure of the Consumer. Classics of marketing / Compiled by ENIS B. M., Koks K. T., Mokva M. P. - St. Petersburg: Peter, 2001. - 752 p.] M. Holbrook designated next topic: « All facets of the value of a product are potentially present when a living organism acquires, uses or disposes of a certain product to achieve its goals, satisfy needs or fulfill desires”, Which indicates that the study of consumer behavior is important for understanding the consumer, even without directly influencing him.

There have also been publications on experimental aspects of consumer research such as sensation seeking, arousal, and daydreaming. To analyze the factors influencing consumer choice, they began to use the results of such subjects as ethnography, symptomatology, hermeneutics, which make up cognitive psychology. In addition, such seemingly far from marketing methods as literary criticism and historical approach, physiology, etc. were involved.

People almost always have a desire to economic development and more independence. As net income rises, a rising standard of living becomes the predominant buying motivation.

 

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