Consumer Behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It blends elements from psychology, sociology, social anthropology, marketing and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups such as how emotions affect buying behaviour. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people’s wants. It also tries to assess influences on the consumer from groups such as family, friends, sports, reference groups, and society in general. Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Research has shown that consumer behaviour is difficult to predict, even for experts in the field. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalisation, customisation and one-to-one marketing. Social functions can be categorized into social choice and welfare functions. Each method for vote counting is assumed as social function but if Arrow’s possibility theorem is used for a social function, social welfare function is achieved. Some specifications of the social functions are decisiveness, neutrality, anonymity, monotonicity, unanimity, homogeneity and weak and strong Pareto optimality. No social choice function meets these requirements in an ordinal scale simultaneously. The most important characteristic of a social function is identification of the interactive effect of alternatives and creating a logical relation with the ranks. Marketing provides services in order to satisfy customers. With that in mind the productive system is considered from its beginning at the production level, to the end of the cycle, the consumer (Kioumarsi et al., 2009).
About the Author: Matt Artz
Matt Artz is a business and design anthropologist, consultant, author, speaker, and creator. He writes, speaks, and consults in user experience, product management, and business strategy. He creates products, podcasts, music, and visual art. Matt is the Head of Product and Experience for Cloudshadow Consulting and Artmatcher. He is also the Founder of Anthro to UX, Azimuth Labs, and Biomega Technologies. He earned a Masters of Science in Applied Anthropology from the University of North Texas in 2018, an MBA in Finance and Management Information Systems from Marywood University in 2008, a BS in Biotechnology from Marywood University in 2008, and a BBA in Computer Information Systems from Marywood University in 2006. As an anthropologist and consultant, he is known for his research interests and work in business anthropology, design anthropology, consumer genetics, user experience, product management, big data, sensemaking, and algorithmic bias. Matt is also the creator of the Anthropology in Business podcast and Anthro to UX podcast where he discusses the application of anthropology to business and UX. He has been featured by TEDx, SXSW, Anthropology News, MedPage Today, Kevin MD Technically, UX Planet, Towards Data Science, Product Coalition, and the University of North Texas. You can follow Matt on LinkedIn, Twitter, Instagram, Spotify, and Google Scholar.