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  • © 2023

Consumer Behavior

Understanding Consumers– Designing Marketing Activities

  • Stefan Hoffmann 0 ,
  • Payam Akbar 1

Institut für Betriebswirtschaftslehre, Christian-Albrechts-Universität zu Kiel, Kiel, Germany

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Introduction to the topic

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Table of contents (12 chapters)

Front matter, consumer and behavior.

Stefan Hoffmann, Payam Akbar

Consumer Behavior Research

Interindividual differences, social environment, physical environment, media environment, changing consumer behavior.

Detailed textbook with a focus on consumer behavior research

This textbook addresses the central question of whether and in what way advertising has a lasting influence on the purchase decision process. For this purpose, it takes a look at the focus of consumer behavior and market research. In the course of this, the work conveys the basics of consumer behaviour in a comprehensible and clear language.

Why is the shopping cart fuller than planned? Why does everyone want the latest smartphone so badly? The authors Stefan Hoffmann and Payam Akbar address the following topics in their book "Consumer Behaviour":

  • They begin with the understanding of the term and briefly outline the theoretical as well as methodological approach to consumer behaviour.
  • They then discuss influences on consumer behaviour, which take place first and foremost within us: Motivation, emotion and cognition as well as attitude and decision.
  • They then show that behaviour differs systematically between different consumer groups. For this purpose, they consider influences from the social, physical and media environment.
  • At the end of the consumer behavior book, they illustrate how buying behavior is embedded in general societal developments and thus constantly changes over time.

This second edition of the book has been revised and updated by the authors.

Clear textbook for exam preparation with many practical aids

The Consumer Behavior textbook is intended for students in the following disciplines:

  • Business Administration
  • Communications
  • Related disciplines

It follows a consistent didactic concept: as a reader, you observe the fictional characters Lea and Ben in numerous consumption situations. In this way, you get to know essential theories and models in a lively way and close to everyday life. The following elements also help you to quickly grasp and effectively learn the contents of the textbook "Consumer Behaviour":

  • Case studies
  • Descriptions of relevant studies

This makes this book ideal for reviewing lectures and preparing for exams. At the end of each chapter you will find questions for self-monitoring and recommended reading.

  • Consumer Behavior Book
  • Textbook Consumer Behavior Book
  • Purchase Decision Process
  • Purchasing behavior
  • Market Research
  • Consumer behavior

“Very good and descriptive work with the essential essentiels on consumer research.” (Michael Pusler, Bachelor Applied Psychology of the Psychology School, Fresenius University) “A book that brings the student well guided into the depth of consumer understanding.” Particularly noteworthy: “The continuous good didactic reader guidance with case studies and references” (Prof. Dr. Bernd Schabbing, FG Tourism Management, International School of Management ISM, University of Applied Sciences, Dortmund).

Prof. Dr. Stefan Hoffmann is Professor of Marketing at the Christian-Albrechts-Universität zu Kiel. His research focuses on ethical consumer behavior, marketing communication, marketing research and intercultural marketing.

Dr. Payam Akbar is a business psychologist. He researches and teaches on the topics of marketing management and consumer behavior at the Chair of Marketing at Christian Albrechts University in Kiel. Previously, he gained several years of professional experience in the field of e-commerce and multi-channel retailing.

Book Title : Consumer Behavior

Book Subtitle : Understanding Consumers– Designing Marketing Activities

Authors : Stefan Hoffmann, Payam Akbar

DOI : https://doi.org/10.1007/978-3-658-39476-9

Publisher : Springer Wiesbaden

eBook Packages : Business and Management , Business and Management (R0)

Copyright Information : The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2023

Softcover ISBN : 978-3-658-39475-2 Published: 04 January 2023

eBook ISBN : 978-3-658-39476-9 Published: 03 January 2023

Edition Number : 1

Number of Pages : XI, 187

Number of Illustrations : 1 b/w illustrations

Topics : Market Research/Competitive Intelligence

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Understanding the ever-evolving, always-surprising consumer

For many consumers around the world, a return to normalcy feels so close, yet so far away, in light of the alarming spread of COVID-19 variants. Although it’s unclear what the next 12 to 24 months will bring, what’s almost certain is that consumers won’t simply revert to doing exactly what they did in 2019. In this episode of the McKinsey on Consumer and Retail podcast, three consumer-behavior experts share their insights into how consumers’ spending patterns and purchasing behaviors are changing, and what companies should do given those changes. An edited transcript of the conversation with executive editor Monica Toriello follows. Subscribe to the podcast .

Monica Toriello: Over the past several weeks, people in some parts of the world have resumed their prepandemic habits. Maybe you’ve recently seen a movie at a theater, or flown on an airplane, or even just stopped for a cup of coffee on your way to the office for the first time in over a year. But a return to “normal” won’t look the same for everyone. Today, we’ll hear from three people who intensively study consumer behavior. They’ll share fascinating insights into how consumers are changing and what companies should do about it.

Kari Alldredge is a McKinsey partner based in Minneapolis. Kari has been advising consumer-goods companies for more than 20 years on a variety of topics, and she leads McKinsey’s work in consumer-goods growth transformation. She is an author of several articles, including a recent one on COVID-19’s impact on demand and costs in the consumer-packaged-goods [CPG] industry .

Anne Grimmelt is a senior knowledge expert in McKinsey’s Consumer Packaged Goods Practice. She is based in Stamford, Connecticut. Anne has been one of the driving forces behind McKinsey’s consumer-sentiment survey , which was launched in 2008 and during the pandemic has expanded to 45 countries. It provides a rich fact base for how consumers are feeling about their finances and how their buying behavior is changing.

And our third guest is Anjali Lai, a senior analyst at Forrester. Anjali, who is based in New York, helps chief marketing officers [CMOs] and other business leaders to understand the shifts in consumer behavior and consumer decision making and then to figure out what these changes mean for the future of brands and industries.

[To comply with Forrester’s Citation Policy, this transcript excludes Anjali Lai’s comments. Listen to the full episode on McKinsey.com or on Apple, Google, and other podcast platforms.]

A ‘reversal of fortune’ for big brands

Monica Toriello: Kari, Anne, Anjali, it’s great to have you here today. All three of you have been keeping your fingers on the pulse of consumers, both before and throughout the pandemic. Have there been any surprises? Are consumers doing things that you didn’t expect? Or is there anything that seemed to be going one way in, say, March or April 2020 but is going in a different direction today?

Kari Alldredge: In 2019 or early 2020, the topic on the minds of large branded consumer-packaged-goods manufacturers was portfolio shaping: how to reimagine their portfolios, how to move away from center-of-store food products and big brands and instead engage with consumers in very different, more targeted, niche-oriented ways. The degree to which the pandemic pushed people back toward big brands in the center of the store, and toward cooking at home, has been a complete turnaround, a reversal of fortune, for large CPG companies.

Some of those changes could have been anticipated, but others are quite shocking: the notion that bread baking would become a phenomenon among millennials, or that pet ownership would skyrocket to the extent that it has, and that those same millennials would be willing to spend more than they spend on their daily Starbucks to feed their new pets.

So, many of those companies that were desperately searching for growth 18 months ago now have the opposite problem: their supply chains can’t keep up . The big question for all of them is which of those consumer behaviors are truly going to persist  and be “sticky” coming out of this pandemic? Certainly, the dog that you adopted is likely to stay at your home. But when you go back to ordering your daily Starbucks and spending $7 a day on a coffee, are you going to spend the same amount to feed your pet? Those are the questions that are on many company leaders’ minds.

Anne Grimmelt: As Kari said, we saw a complete shift. Prepandemic, the growth was in smaller, niche brands, but early in the pandemic, it was large CPG players that really gained scale because their products were available on the shelf. They were also brands that were trusted by consumers, so consumers felt good buying them. If you look at point-of-sale data from IRI or Nielsen, you see that large companies—those with more than $2.5 billion in retail sales in the US market—picked up most of the share growth early in the pandemic, whereas smaller and midsize companies, as well as private label, were really not picking up growth.

In the second half of 2020 and in early 2021, small and midsize companies are regaining their sales growth. And we expect that private label is going to be powerful again , because if you dive into the why—why did consumers pick a new brand, and why did they pick the brands they chose?—it was about availability, it was about purpose, but it was also about value . It was about price points. Going forward, value is going to be even more important, and private label will gain strength in the future.

Trust as a strategic imperative

Monica Toriello: All three of you to some extent have written about customer loyalty: how to win it and how to retain it, particularly in an environment where people are willing to try new brands. Anne and Kari, you found that 39 percent of consumers tried new brands during the pandemic. And Anjali, in your research, you found that small brands are particularly good at earning consumers’ trust and consequently their loyalty. In a recent blog post, you wrote, “Now is the time for companies to embrace trust as a strategic imperative.” What does that mean? How should companies do that?

Even relatively mundane CPG companies are thinking about the end-to-end consumer journey, including consumer experience pre- and postpurchase. Kari Alldredge

Kari Alldredge: I’m seeing two interesting things in response to the trends you just talked about, Anjali. One is the degree to which even relatively mundane CPG companies are thinking about the end-to-end consumer journey, including consumer experience pre- and postpurchase, as they try to understand how to serve their existing consumers but also look for new ways to better meet consumer needs. The notion that there is a pre- and postpurchase experience related to a can of soda or a can of soup is a relatively novel idea, right? But, increasingly, the most forward-thinking companies are doing research across that entire journey to be able to understand the needs of consumers as they’re considering the range of options that are available to them—all the way through to satisfaction with usage and even disposal of the packaging of products.

Another interesting thing I’m seeing is a recognition that marketing is a dialogue, and a recognition of the degree to which consumers now “own” or shape the narratives of many brands. This, too, was happening before the pandemic but was vastly accelerated during the pandemic. The notion that a marketer positions the brand and delivers a message and a promise to consumers is really becoming quite an antiquated one, I think, as consumers themselves—through reviews, ratings , blogs, videos, and social-media posts—shape the identity of many of these brands. Recommendations from friends and family become part of the brand’s identity and are critical to shaping both loyalty and consumer trust.

We found in our research that about 33 percent of millennial and Gen Z consumers say they choose to buy a brand from a company that has their values, versus about 12 percent of baby boomers. Anne Grimmelt

Anne Grimmelt: Our research corroborates that. We found in our research that about 33 percent of millennial and Gen Z consumers  say they choose to buy a brand from a company that has their values, versus about 12 percent of baby boomers. But every demographic group is leaning toward that.

Another finding from our research is the reasons why consumers change to a new brand. It is definitely the younger generation that more often indicates that it’s because of purpose. It’s because of what the company stands for, how it treats its employees, et cetera.

Purpose: More than just a buzzword

Monica Toriello: We’ve been hearing a lot about purpose and values, but I also hear some skepticism in certain pockets of the corporate world as to whether an emphasis on corporate purpose  actually pays off. Because there is an attitude–behavior gap, right? What’s your response to a CEO who says, “Consumers like to say they care about purpose and values, but when they’re at the point of deciding to buy something, they truly only care about convenience or price or quality. Purpose is just a buzzword.”

Kari Alldredge: It’s necessary but not sufficient. I think there’s an increasing recognition that alignment with a consumer’s values may put you in the consideration set but won’t drive you over the line to purchase. You still have to have product superiority, whether that’s taste superiority, functional superiority, or a price-to-value equation that works for that particular consumer.

We talk a lot about the pandemic, which definitely shone a light on health in general, but there are other crises—like social justice  and climate change —that have come to light over the past year and a half and that have really shaken the corporate community. These crises have helped companies understand that some of these factors are fundamental in how consumers perceive themselves and the world around them, to the point where we now actually see some change happening.

One of the things that I was struck by was the speed and seriousness with which many of the household-cleaning companies responded to the pandemic and the heroic efforts to convert production capacity to manufacture things like wipes and sanitizer. Yes, some of that was for financial gain, but I think there really was an almost wartime mentality that I saw companies get new energy from.

I think about center-of-store food manufacturers who, prepandemic, maybe viewed themselves as being a bit sleepy and not exciting in terms of attracting the best talent. Now when you hear them talk about what they do, there’s real pride in the fact that they fed America, or they kept America safe. It really changed the way they think about the importance of what they do.

Subscribe to the McKinsey on Consumer and Retail podcast

Sources of insight.

Monica Toriello: All three of you are experts in consumer behavior. But consumers are changing fast and they’re changing constantly. Anjali, in another recent blog post, you wrote, “Rather than expect consumers to settle into a defined postpandemic normal, CMOs should prepare for a constant evolution of consumer needs and expectations over the next 12 to 24 months.” So beyond reading the latest consumer research and analysis, what are the best ways for CMOs and CEOs to understand where consumers are and where they’re headed?

Kari Alldredge: One of the best sources of insights is their online channel partners and their own D2C [direct to consumer] sites . Companies should mine online data to get a quick pulse on the way consumers are thinking or feeling. They should look at ratings and reviews using advanced analytics to understand and see trends and what’s selling on sites like Kroger.com, Walmart.com, or Amazon.com. They could even develop products that they can quickly test in an online environment and then change and adjust, as opposed to thinking about mass development of a product that gets pushed out to thousands and thousands of brick-and-mortar retail stores.

Consumers don’t always know what they want, and they can’t predict how their behavior will change. So traditional consumer research—which asks consumers how likely they are to purchase something—is becoming less relevant or reliable than actual data in market. That’s why data from e-commerce sites can be so valuable.

Anne Grimmelt: Another very powerful way to understand consumers  is by looking at what your peer companies do. You can go to industry conferences like the CAGNY [Consumer Analyst Group of New York] conference and hear a company like L’Oréal talk about how they use their D2C and their online-sales platform to see what type of color lipstick people try—not buy , but try —on their online platform. That information is critical for them to know where to innovate. What are the colors that people want and what are the products that people like to try out on the digital platform?

Similarly, I think it’s very important to keep an open mind beyond your own borders, to realize what’s happening elsewhere in the world. Going back to the topic of purpose, for instance, it is very much alive in the US but it’s also very much alive in Europe. Learning about the power of what consumers demand and how purpose is driving consumer decisions about CPG companies—and what companies in Europe are doing to meet consumer demand—can be valuable, wherever you are in the world.

Kari Alldredge: I think we also shouldn’t underestimate the resilience of consumers and the gravitational pull of life as we knew it before the pandemic. One thing that surprised me even in the past several weeks is the degree to which behaviors have bounced back. If there’s anything I’ve learned over the past 18 months it’s that I don’t have a crystal ball, or if I did, it is certainly broken—because there is no part of this last 18 months that I ever could have in a million years predicted.

At the beginning of the pandemic, one company I work with asked every board member, “When you look back, what’s the one thing that will be blazingly obvious that we either should always have done or never have been doing?” And one of the things that came up was shaking hands: “We’re never going to shake hands again.” But I attended a graduation ceremony in the beginning of June—so, early into the recovery—and what was striking to me is that the dean of that school shook the hand of, and physically embraced, every single one of the thousand students who crossed that stage. And this was at an institution that had been, like most educational institutions, incredibly thoughtful and conservative about their public-health response. Literally days after restrictions were lifted, the urge to connect was so strong that it looked as if the pandemic had never happened.

People are resilient. Hundreds of years of behavior certainly have been meaningfully changed by the past 18 months, but I think a lot of the old behaviors will bounce back pretty quickly.

Monica Toriello: So if you could gather all the CEOs and CMOs of consumer companies in one room and leave them with one message, what would it be? What is the one thing they need to do to position themselves for success in 2021 and 2022?

Anne Grimmelt: My one-liner would be, “Be open to change and be agile .”

Kari Alldredge: I would say, “Listen; don’t tell.”

Kari Alldredge is a partner in McKinsey’s Minneapolis office, and  Anne Grimmelt is a senior knowledge expert in the Stamford office.  Monica Toriello is an executive editor in the New York office.

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Consumer Buying Behaviour – A Literature Review

Profile image of Chandrakumar Kathirvel

In Present Marketing Scenario, the Study of Consumer Behavior has become essential. Consumers are the kings of markets. Without consumers no business organization can run. All the activities of the business concerns end with consumers and consumer satisfaction. Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. Consumer buying behaviour has become an integral part of strategic market planning. In order to develop a framework for the study consumer behaviour it is helpful to begin by considering the evolution of the field of consumer research and the different paradigms of thought that have influenced the discipline. As described in this article, a set of dimensions can be identified in the literature, which can be used to characterize and differentiate, the various perspectives on consumer research. It is argued that consumer behaviour itself emerged as a distinct field of study during the 1960s;...

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IAEME PUBLICATION

IAEME Publication

Realizing, and as well, analyzing the purchasing behaviour of consumer is the core constituent to provide efficient consumer satisfaction. A consumer is not only purchasing a produce, but he alone determines the victory of a firm. Hence for every successful firm, there exists a consumer support behind it. That support is technically called behavioural support and behind the support there is lot of theories to analyze and discuss the various concerns involving to consumer behaviour. Since World War II, taking into account the dire need of the public, the marketers started to market and encourage the produce what the consumers needed, instead of producing what the companies prefer. The concept of understanding the behaviour of consumer emerged in late 1940’s from which it has taken into so many dimensions. This is now known as “modern concepts of marketing”. At present, Consumer behaviour is commonly influenced by social, psychoanalytic and economical approaches. Each factor openly or not directly accounts to the characteristics of a buyer. Hence it is vital to be aware of the role of factors influencing the buying nature of consumer. The main iota of this research paper is to analyze the theoretical underpinnings and factors involved in consumer behaviour and its implications, in the light of developments crop upped in the recent past.

research on consumer behaviour pdf

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Consumer behaviour can be defined as the decisions and actions taken by the consumers which influence their purchasing behaviour. Consumers' response to external stimulus either in form of marketing strategies or personal, economic and social attributes and their decision and buying behaviour is largely affected by this stimulus. It is thus, an inter-disciplinary social science that draws upon the disciplines of anthropology, psychology, sociology and marketing apart from economics. Therefore, many marketers often believe that a clear understanding of the buying behaviour of the consumers helps to analyse both past, present and future market scenario. The examination of the economic theories is helpful in identifying the consumer behaviour from the perspective of utility, prices and other economic aspects. But they do not reflect the perceptions or attitude of a consumer towards a product. So, to understand the consumer behaviour, a more holistic approach is required, that involves economic, non-economic theories and the decision making models. This paper is an attempt to understand the economic and psychological theories that influences the consumer behaviour. Further, an attempt has been made to correlate the consumer behaviour theories and consumer decision making models to explain the factors affecting the buying decisions of the consumers.

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  1. (PDF) Consumer Behavior Research Methods

    Consumer Behavior Research Methods Authors: Polymeros Chrysochou Aarhus University Abstract and Figures This chapter starts by distinguishing consumer behavior research methods based on the...

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    Abstract This article analyzes 12 years of recent scholarly research on consumer behavior published in the five leading international journals in this field. Analyzing academic contributions to a specific area of research provides valuable insights into how it has evolved over a defined period.

  3. Consumer behavior research in the 21st century: Clusters, themes, and

    First published: 21 August 2023 https://doi.org/10.1111/ijcs.12980 Read the full text PDF Tools Share Abstract This study provides a quantitative overview of contemporary consumer behavior research in the 21st century (2001-2020) to inform future research directions in consumer behavior research.

  4. PDF Consumer Behaviour Theory

    This is evident in contemporary definitions of consumer behaviour: "consumer behaviour...... is the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires." (Solomon,Bamossy et al. 2006, p6).

  5. The past, present, and future of consumer research

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  6. PDF The past, present, and future of consumer research

    Despite some well-justified pessimism, the future of consumer research is as bright as ever. As we revised this paper amidst the COVID-19 pandemic, it was clear that many aspects of marketplace behavior, consumption, and life in general will change as a result of this unprecedented global crisis.

  7. PDF Factors Influencing Customers Buying Behavior

    the study of consumer behavior it is helpful to begin by considering the evolution of the field of consumer research and the different paradigms of thought that have influenced the discipline (Marsden and Littler, 1998). Consumer behavior is the study of the processes involved when individual or groups select, purchase, use, or

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  11. PDF PSYCHOLOGICAL FACTORS INFLUENCING CONSUMER BEHAVIOUR

    Consumer Behaviour in a general sense can be considered to be everything, as every aspect of our lives revolves around the consumption of goods and services. The field of consumer behaviour covers a wide stretch of bases as it focuses on the entire consumption process, involving issues that influence a consumer before, after and during a purchase.

  12. Consumer Behavior: Understanding Consumers- Designing Marketing

    His research focuses on ethical consumer behavior, marketing communication, marketing research and intercultural marketing. Dr. Payam Akbar is a business psychologist. He researches and teaches on the topics of marketing management and consumer behavior at the Chair of Marketing at Christian Albrechts University in Kiel.

  13. Understanding consumer behavior: Insights from McKinsey and Forrester

    Sources of insight. Monica Toriello: All three of you are experts in consumer behavior. But consumers are changing fast and they're changing constantly. Anjali, in another recent blog post, you wrote, "Rather than expect consumers to settle into a defined postpandemic normal, CMOs should prepare for a constant evolution of consumer needs and expectations over the next 12 to 24 months."

  14. Consumer Behavior Research: A Synthesis of the Recent Literature

    PDF / ePub More Abstract This article analyzes 12 years of recent scholarly research on consumer behavior published in the five leading international journals in this field. Analyzing academic contributions to a specific area of research provides valuable insights into how it has evolved over a defined period.

  15. Theory and Models of Consumer Buying Behaviour: A Descriptive Study

    The study focuses on how consumers decide what to buy and how they make those decisions. The purpose of this study is to comprehend how consumers make judgments about what to buy for personal use. In addition, it explores the basic research on consumer buying behaviour, models of consumer buying behaviour, factors affecting buying behaviour ...

  16. The dark and bright side of online consumer behavior

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  17. The goods on consumer behavior

    People are more willing to go into debt for experiential purchases than for material purchases, according to research by Eesha Sharma, PhD, an associate professor of business administration at Dartmouth's Tuck School of Business (Journal of Consumer Research, Vol. 44, No. 5, 2018). This seems to be because experiences are often time-dependent ...

  18. Consumer Buying Behaviour

    2018 • IAEME Publication Realizing, and as well, analyzing the purchasing behaviour of consumer is the core constituent to provide efficient consumer satisfaction. A consumer is not only purchasing a produce, but he alone determines the victory of a firm. Hence for every successful firm, there exists a consumer support behind it.

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    A combination of global market data and consumer behaviour analysis, the trends provide a high-level overview of the key motivations and challenges that lie ahead for consumers. By providing implications for the short, medium and long term, they highlight the most important issues that brands need to think about when it comes to engaging with ...