Research Paper Example on Consumer Behavior

Introduction

With the continued change in the climate and the danger of global warming, people have opted for greener methods and products in their daily lives. Consumers have become aware of the need for environmental protection and thus shifted their preferences when making purchase decisions. Green cleaners are a popular option for many consumers in the society. Green cleaners refer to items and methods applied in cleaning that contain pleasant ecosystem components that preserve human fitness and the value of the surroundings. Consumer behavior relates to how consumers select and use goods and services. The relationship between environmental concerns and consumer behavior when making purchase decisions for green cleaners is observed to provide a better understanding.

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Life Circumstances That Might Influence A Consumer To Recognize A Need For A Cleaning Product, In General, Or A Green Cleaner, In Particular

Consumers are an essential part of any market, and people who pay a specific amount to consume the goods or services offered by an organization. Clients are an essential part of the demand and supply of every economic system. Consumers are the decision makers in an economy, and take different choices which include buying or not, what to buy and when to buy the green cleaner. The economy empowers consumers to make decisions concerning how to spend their money. The consumer behavior influences the choices the consumers make.

Consumer behavior is a physiological process which relates to the emotions of the consumer. The feelings can be influenced by various situations and changes in life circumstances. The consumer behavior begins with the consumer recognizing the need for a particular product before coming up with a means of solving the problem. The recognition of a requirement can be influenced by various factors and can change with the slightest change in the market, atmosphere, and trend. In most occasions, individuals have chores which include ensuring that the space people live in is clean at all times. In other situations, organizations are also consumers of various products and services which include different cleaning products. Depending on the type of need consumers have a choice to make on the cleaning product to acquire, which is influenced by the consumer behavior.

The consumer behavior will begin with the recognition of the need for cleaning product before finding ways and means of solving the need. The consumer will the make purchase decision which pertains, the product to buy to fill the need and the brand. Consumers who are oriented to the protection of the environment will be on the lookout for products that can fill the need and are also environmental friendly. Therefore, the consumer's attitude towards the environment will influence the need for a green cleaner. Additionally, the policies in place such as organizational policies or laws that have been put in place can impact the demand for green cleaners. Studies show that consumers who have a better understanding and a positive emotional state towards the environment and health concerns will make purchase decisions based on the labels on a product. As environmental concerns continue to increase, consumers are becoming more inclined to the consumptions of green products. The need to protect the environment influences this need. The consumer will, therefore, evaluate different products and their labeling and make purchase decisions based on the product that has been designed with fewer environmentally harmful or resource depleting raw materials.Purchase Decision

In making a purchase decision, there are many though out processes that will influence the choice. Buyers may make emotional choices or one that is based on research. The process is dependent on the involvement of the consumer. In making the purchase decision for the cleaning product, the consumer can apply an extensive decision-making process, limited or routine decision making. Since the green cleaner does not require a lot of investment, the consumer can either apply limited decision making where clients will spend little time to research about the product and make the purchase or routine decision-making process. The process can be implemented where the consumer can stick to a particular brand. The decision is influenced by brand loyalty or inertia where the consumer will make a repeat purchase since customers want to invest minimum time in making the decision. Loyalty refers to making a repeat purchase decision for the same brand while inertia is making a repeat purchase due to lack of a choice. For instance, Johnson and Johnson Company may be offering a green cleaner, and since the consumer is loyal to the brand, the firm will apply the routine decision-making process to make the decision and acquire the product.

Ways in Which Marketers Can Leverage the Information

Therefore consumer behavior is influenced by many factors which differ from one consumer to another and depend on the type of need. Environmental and marketing factors are some of the factors that may influence the behavior of a consumer. A situation, family, culture, personal and psychological factors will also affect the consumer behavior. Marketers will often try to figure out trends in consumer behavior to come up with strategies that will allow them to reach people who are likely to purchase their products in the most cost-effective method possible. The secret in marketing lies in learning the wants and needs of the consumers and ways of influencing their decision to buy a product over that of competitors. Being aware of the different factors that can influence the behavior of the consumer, marketers will use the information to make a temporary or long-lasting effect on the consumer.

Marketers strive to understand the reasons why a consumer is willing to purchase a cleaning product. A consumer may be buying a cleaning product to complete a task and may need it quickly. Marketers consider the information and use it to their advantage. Markers can take advantage of the situation by maximizing on the availability of the product. Ensuring that the product the firms are selling is displayed where consumers can see before other competitor products that will influence the purchase decision. The labeling and packaging of the product can also be used by the marketers to appeal to the reason for purchase by a consumer.

Marketers can leverage the knowledge by appealing to the influence of personal factors of the consumers. The decision of using green cleaners is influenced by personal factors such as the disposition of an individual. Marketers can appeal to the personality of individuals through advertising and promotion. Advertising will be aimed at influencing the consumer's behavior and call them to purchase their green cleaners. Markets will, therefore, make consumers aware of the need for the protection of the environment through the use of green products. The situation will attract the attention of consumers and are likely to be influenced to make purchase decisions based on the information. Marketers can, therefore, affect the consumer behavior through advertising to inform the consumers about the importance of environmental protection and to link the same information with their products.

Additionally, the packaging and labeling of products would be used by marketers to influence the consumer behavior. Once the markers are aware of the need for the consumer to acquire a green cleaner, they will ensure they have a product that can fulfill the particular requirement. The product will then be packaged and labeled correctly for the consumer to identify it quickly. For instance, the cleaner can be packaged in a container that is 90% less plastic which will increase the possibility of the consumer buying the product. The packaging will appeal to the consumers need for environmental protection and thus increase the chances for purchasing the particular product. Other packaging elements that can be used by marketers include the shape, size, color, and labeling of a product. The components represent an excellent means of marketing communication towards consumers since the buyers' value the features embodied on the package. The color may help the consumer differentiate the brand from others offered in the market and may influence their attention and interest. The marketers, therefore, need to put into consideration the color of the packaging as it may draw the attention of the consumers and influence them to make the purchase decision.

Furthermore, consumers value the labels on a product since it provides information about the product, its origin, content, and usage. Marketers should ensure that the tags are clear and articulate to communicate with the consumers effectively. Using the label, the consumer can differentiate between a green cleaner and an ordinary cleaner. The manufacturer should therefore clearly state the information on the product label to influence the consumer.

The Difference in Behavior for Consumers Who Shop At Supermarkets or Specialty Stores When Factoring Environmentally Preferred Attributes

The preferences of the consumers go beyond the product and take into consideration where they buy the product. In the recent years, the consumer shopping options gave greatly expanded from small retail specialty stores to supermarkets and online shops. When considering consumers who shop at supermarkets and those who buy at specialty stores, there is a high likelihood for them to differ regarding the consideration sets, determinant criteria and compensatory rules when factoring environmentally preferred attributes. The consumers may consider economic and psychic costs when deciding where to shop. In the specialty stores the costs of the product may be lower in comparison to the supermarkets, and therefore the price may be an essential factor. The stores may allow the consumers to bargain and thus acquire the cleaners at a price that is lower than that offered by the supermarket.

On the other hand, consumers may opt for the supermarket since it is closer and the service is faster saving on the time factor. Additionally, the confusion of supermarkets due to their large size and arrangement of the goods may prompt a consumer to purchase a product from specialty stores where they can quickly l...