Research Paper on Consumer Behavior

Introduction

Consumers have become aware of the need for environmental protection and thus shifted their preferences to greener methods when making purchase decisions. Green cleaners refer to items and methods applied in cleaning that contain pleasant environment constituents that preserve human health and the value of the environs. Consumer behavior relates to how consumers select and use goods and services. Consumer behavior influences the purchase decisions made by buyers when purchasing green cleaners.

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Life Circumstances That Influence the Need for Cleaning Products

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. 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 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 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 which is based on the consumer's decision to stick to a specific brand they have been using over time. The decision is influenced by brand loyalty or inertia. 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

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. 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. Marketers can leverage the knowledge by appealing to the influence of personal factors of the consumers which influence the use of green cleaners. 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 labelling 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 fulfil the particular requirement. The product will then be packaged and labelled correctly for the consumer to identify it quickly. 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 labelling 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.

Consumer Behaviour Difference Between Supermarket and Specialty Store Consumers

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 locate the product. The determinant criteria will also be influenced where a consumer can opt for another cleaning product which is not green if the green cleaner is not available at the supermarket. The decision will be based on the fact that the consumer prefers to buy all the items needed at the same store since the customers do not have the time to find a particular product from different stores. Compensatory and non-compensatory attributes are likely to be the same for both groups of consumers when it comes to selected environmental characteristics. For instance, if the green cleaner is more expensive than other soaps and the consumers has a less disposable income they may compensate what they believe to be a better product for the lower price product.

Green Products and Their Approaches to Launching New Products and Subsequent Advertising

Green cleaners are an excellent example of green products which have become essential in responding to environmental problems that are being experienced in the contemporary world. In most occasions, the production of green products is expensive for companies and leads to a decrease in profits and consequently leads to higher prices for the goods. However, with the shift in consumer preferences for green products, there is the need for companies to reconcile the environment and economic concerns. Being green provides the organization with new market opportunities, wealth creation and act as a catalyst for innovation. The organizations can create new products that are redesigned to use fewer environmentally harmful raw materials and invent new products that appeal to the need for consumers to use green products and advertise the products by concentrating on these attributes.

Conclusion

Conclusively, consumer behavior influences the purchase decisions of buyers. The decision begins with the identification of need and then coming up with a solution to the problem. In deciding on the purchase of green cleaners, the consumer can either use limited or routine decision making. An understanding of the consumer behavior helps marketers to sell their products and influence the decisions made by the customers. With the shift in consumer preferences for...