Exam (elaborations) Gmar7091

Abstract. * e aim of this article is to present the evolution of consumer behavior which has occurred for the last few decades. * is process has proceeded by a series of changes in standards of living, which have changed as a result of general development and increasing social awareness stemming from increasing (available) knowledge of this problem. Since consumer behavior and its uniqueness refl ect changes which have occurred over the years, it is of particular importance not only because it shows the process, but also for the sake of this article. It refers to the overall picture of changes that have taken place in societies, stemming from economic, moral, political and social events. * ese phenomena make it possible to observe how they have aff ected the evolution of consumer behavior as far as quality and the frequency of its occurrence are concerned. Technological expansion and other factors resulting from the general development determine changes in consumer behavior which has not occurred so far. * e objective of this article is to present changes in consumer behavior and the nature of this phenomenon. Keywords: Consumer behavior; Consumer choice; Marketing JEL classifi cation: M31 ACTIVE SELLING IS AN ESSENTIAL REQUIREMENT FOR THE EFFECTIVE MARKET ECONOMY Active selling is realized through previously acquired information about consumers, their needs, mechanisms of market decisions and buying motives. Sale, which brings either success or failure, is mostly determined by consumers’ buying decisions (Kieżel, 1999). Evolving economic and social conditions, which followed the transformation of Polish economy and its adaptation to European standards, have led to signifi cant changes to ways in which enterprises operate on the market (Woźny D., p. 521, 2008 ). From the perspective of an enterprise, therefore, consumers are the main source of uncertainty, so their behavior needs to be researched systematically (Rudnicki, * e research forms a database which is used to build a marketing strategy. Designing marketing strategy Received: March, 2013 1st Revision: April, 2013 Accepted: May, 2013 Received: March, 2013 1st Revision: April, 2013 Accepted: May, 2013 Consumer behavior as a fundamental requirement for eff ective operations of companies Anna Makarewicz “Consumer behavior as a fundamental requirement for eff ective operations of companies”, Journal of International Studies, Vol. 6, No 1, 2013, pp. 103-109. Journal of International Studies Vol. 6, No.1, 2013 104 aimed at preferred consumer behavior needs to be preceded by the analysis of factors which determine this behavior, and the identifi cation of changes in consumer behavior infl uenced by changes in these factors. ( Information concerning the consumer and his/her behavior is indispensable at each stage of the process of designing marketing strategy. * is information is used to select a target market segment, product policy, prices, distribution policy and promotion policy. Knowledge of consumer behavior rules is also necessary to formulate company’s communication with the market. In this type of communication the knowledge of internal as well as social and cultural determinants of consumer behavior is particularly important1 . Research on consumers’ market behavior has great epistemological signifi cance. * e identifi cation of determinants of consumers’ market decisions and their analysis broaden contemporary marketing knowledge. * e accurate identifi cation of needs and mechanisms of consumers’ market behavior enables enterprises to design marketing activities eff ectively, and to meet customers’ requirements (Krakowska Konferencja Młodych Uczonych, p.525, 2008) CONSUMER AND HIS/HER ‘PROVENANCE’ AS ENTERPRISES’ COMMUNICATIONS STRATEGY In order to develop the policy of communication with the market, an enterprise needs to have knowledge of social and cultural determinants of consumer behavior. * e fact that customers are members of a particular culture or sub-culture generates values and behavior which they accept. * ese factors play an important role in formulating the concept of communication. * ey also infl uence the choice of media and their role in the process of creating the communication. Media have a vital role in creating consumer behavior. In American and European cultures, contrary to Islamic countries, television is one of the most important media. * e choice of medium to be used depends also on consumers’ educational background. As far as print advertising is concerned, publications and brochures are aimed at well educated consumers, while outdoor advertising, such as posters, is targeted at less educated consumers (Rudnicki, pp. 203-214, 2011 ). Consumer’s behavior determined by their perception abilities and susceptibility to persuasion may also depend on seemingly unimportant details. Yet, whether a particular message elicits a response or not may depend on a colour or a graphic symbol used in the message. In most countries the colour white symbolizes peace, purity, innocence, but in Pakistan and Japan it is the colour of mourning. * e colour green symbolizes hope, cure, freedom, but in Switzerland it is a symbol of something unwanted, immature, while in Malaysia it denotes danger and death one may face in the jungle. * erefore, associating a product with an inappropriate colour may result in refusal. Designing marketing activities includes infl uences of reference groups and trend-setters. * e identifi cation of the impact force of these factors on buying decisions is signifi - cant for establishing communication policy. Considerable infl uence of reference groups or trend-setters on consumer behavior should be used in advertising, which means that representatives of these groups should take part in advertising campaigns. It is particularly important if we want to promote products associated with conspicuous consumption, since buying decisions are determined by a strong infl uence of reference groups and trend-setters ( Rudnicki, pp. 203-214, 2011 ). Before an advertisement for a particular product is designed, it is necessary to collect information about customers’ motivation for buying the product. * is knowledge, which is fundamental to consumer behavior, 1 Anna Makarewicz Consumer behavior as a fundamental requirement for eơ ective operations of companies 105 provides guidance as to what tools should be used to persuade customers to buy a particular product. * e nature of motivation reveals their susceptibility to being created by modern enterprises. If a consumer is motivated internally by the pleasure he/she takes, it is diffi cult to change this kind of motivation. In such a case the company’s objective is to design a suitable advertising campaign aimed at strengthening the customers’ motivation. It refers to products relating to consumers’ hobbies, and those whose purchase is strongly motivated. On the other hand, external motivation can be shaped by the market. Assuming that a consumer is focused on getting a reward, or attracting attention, competitors may win the customer with eff ective advertising (Rudnicki, pp. 203-14, 2011 ). Another aspect of consumer behavior which should be taken into consideration while designing an advertising campaign is the division of motivation into rational and emotional motivation. If an advertisement is to concentrate on rational motives, it needs to show the qualities of the product or economical aspects of a purchase. If, however, an advertisement exploits the emotional aspect, it is to evoke a positive attitude towards the advertised product (Rudnicki, pp. 203-214, 2011 ). * e level of communication between an enterprise and its customers depends on the quality of perception of advertisements. Companies are aware of the fact that consumers perceive only selected information contained in an advertisement. Consumers select stimuli directed at them, therefore they perceive only some of them. Customers tend to response only to these incentives which refl ect their unfulfi lled, especially current needs. Moreover, consumers are to the same extent attracted to the unspecifi ed, surprising and nonstandard message, i.e. message which contains diff erent incentives, such as sales, intriguing advertisements. Expected incentives are easily accepted. It should be noted that incentives aimed at expected customers are often deformed, because people tend to interpret information according to their opinions and habits. Attracting customers is a diffi cult task, since their perception is subject to their preferences and personal opinions. * us sales appeal lies in its originality which lets it stand out among competitive off ers. * erefore, appropriately designed message, including elements accepted by the customer, must be the overriding feature of the advertisement (Rudnicki, pp. 203-214, 2011 ). Although advertising content by defi nition plays an important role in an advertising message, other components of this message, especially those which determine the fi nal advertising message, cannot be disregarded. * ese components include the size and shape of advertisements, the use of colours, contrast, movement. Skillful application of these components can dominate the project. If a particular message does not produce expected results, important incentives may be increased by more frequent broadcasts and simultaneous intensifi cation of visual and sound eff ects, or by applying contrast in the initial project (Rudnicki, pp. 203-214, 2011). All determinants create the image of the consumer and consumer behavior on the market. Components mentioned above are guidelines for various determinants which are going to be described below. VERSATILITY OF CONSUMER BEHAVIOR AND ITS SIGNIFICANCE Psychological determinants of consumer behavior include motives, the manner of attitude perception, learning, habits and manners, personality, tendency to risk, and lifestyle. Economic determinants of consumer behavior include price, products, income, place of sale and advertising. Social and cultural determinants of consumer behavior comprise a social group, a family, a reference group and trend-setters. * ese determinants are external factors which shape consumers’ buying behavior. Internal factors comprise personal and demographic determinants, such as sex, education, the stage of family life, income, lifestyle (Karczewska, p.475, 2010 ). Journal of International Studies Vol. 6, No.1, 2013 106 In the age of globalization, the main problem seems to be the d