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Concept of consumer behavior and the impact of advertisement on buying behavior

Discuss about the Impact of Gender on Consumer Purchase Behaviour.

This particular study has focused to deal with an in-depth overview on the various aspects of consumers’ behavior. Various scholars have provided their own opinion regarding this particular topic. As per the point of view of some eminent scholars, shopping is important only for women. In most of cases, women have been observed being proactive and interested towards shopping mall. As a result, most of the advertisers show their interest for drawing the attention of women customers. On the other hand, other scholars have differed the point of views of previous scholars. Industries are based on target market. A large number of industries prevail in the global market where male employees are more effective than female one. In this particular study, an in-depth analysis has been provided on how the role of advertisers has a major impact on customers’ buying behavior. A critical analysis has also been conducted on the psychological differentiation in the psychology of male and female buying behavior.

Consumer behavior is the systematic study with the help of which an individual customer tends to get an in-depth idea and knowledge about the reliability of brands and products before purchasing it. In order to acquire detailed knowledge about the reliability of product and services, an individual consumer likes to use the tools of advertisement as one of the major sources of gaining knowledge on particular products and services. While making effective promotional activities about a brand or a product, the advertisers tend to focus on specific group influence so that the concept of the products can reach to the customers of different geographical boundaries widely. In the article, “Impact of Advertisement on Buying Behaviors of the Consumers”, published by Fatima and Lodhi (2015), the author has pointed out that advertisers intend to use the popularity of numerous group influences for circulating the brand image and identity in different geographical areas.

Goh, Heng and Lin (2013) opined that Group influence is highly important for making a particular advertisement successful. While preparing an advertising content, the advertisers tend to focus on influencing a specific group with the help of which the advertisers can reach the consumers’ market. Group can be classified into several forms that include aspirational group, associative group and dissociative group. In aspirational group influence, the advertisers tend to focus on drawing the attention of specific persons with the help of which the people can be influenced widely. For an example, in order to promote social campaign or social awareness, the advertisers tend to use any familiar face or celebrity that would help the consumers to pay special attention towards the advertisement. In the realm of progressive civilization, a large number of people belong to the category of illiteracy. Therefore, any kind of message for social awareness may not be interesting to those persons. They show their reluctance for paying special attention to these kinds of advertisements. In this kind of situation, celebrity endorsement is the only way with the help of which advertisers can draw the attention of that group of people.

Impact of gender on buying behavior

Associative group includes those people tend to represent an individuals’ current equals realistically. With the help of this group influence, the persons whom can be involved include co-workers, neighbors, members of church, members of club, members of organization and so many. As a result, this particular group can influence the other members as well for paying the attention of various advertisers. According to Juster (2015), dissociative influence group implies those people who are not primarily influenced by the parents or family members. For an example, while purchasing a garment, an individual may not like the brand that the parents or family members tend to use. Therefore, in order to influence those consumers, the advertisers tend to use the attention of dissociate group influence with the help of which those kinds of people can be attracted towards the brands and services.

In the article, “Impact of gender on consumer purchase behavior”, published by Bakshi (2012), the author has opined that consumers’ buying behavior changes with the differentiation of genders. Mullen and Johnson (2013) opined that an individual male consumer before purchasing a product tend to acquire a detailed overview about the product quality, product reliability and authenticity of raw materials. On the other hand, an individual female consumer before purchasing a particular product tends to focus on product design, exclusivity, and price affordability. Therefore, most of the business organizations before designing their products and launching their products in the current market tend to focus on target customers so that the marketing executives can segregate the target group.

On the other hand, in this article the author has highlighted that the shopping pattern of two different genders is of two types. Wilson et al. (2012) stated that a male shows intense reluctance to visit a shopping mall physically in order to purchase products. They rather prefer on online shopping where they can get the scope to receive the services sitting at the drawing room. At the same time, with the help of online shopping, the consumer can use the products of different geographical boundaries. Therefore, the product variety is at its large scale. Therefore, the success of a business industry has a major impact on the buying behavior of different gender.

In the article “Study on Buying Behavior of Men and Women”, published by Siddiqui (2016), the author has distinguished the buying psychology of both male and female. While evaluating the factors, the author has used numerous examples from the practical field based on which the differentiation in the customers’ buying behavior can be evaluated. While purchasing products, most of the male employees as opined by this scholar expect an effective customer service system from the organizational service providers. Otherwise, they tend to show their aggressive attitude towards the authority. Vinerean et al. (2013) opined that this is one of the most important buying behaviors of male that has been observed very often. On the other hand, in female psychology, product price and quality is more important than the customer service system. As per women psychology, products should be reachable in affordable price range with the help of which it can draw the attention of customers. Business experts tend to pull the female customers towards the business organization by maintaining the product price range rather than customer service. Therefore, in those specific areas gender psychology is endowed with a major impact on buying behavior.  

Difference between male and female psychology

In the article “Hot consumer trend” published by Consumerlab (2016), the author has pointed out that the emergence of social media and digital marketing has rendered a revolution in the consumer’s buying behavior. Before, purchasing a particular product or service, the people tend to gather a deep insight regarding the product and its necessary facilities. In the realm of e-commerce business, the customers are getting innumerable options for purchasing their products by sitting at the drawing room. The author thus pointed out that most of the consumers; especially male consumers show their interest for maintaining their effective buying behavior with the help of new media. Automatically, the communication between the service providers and service users has become very much effective.

In this particular article, “A Comparative Analysis of Male and Female Consumer Behavior Factors for their Cosmeceutical Products Types”, published by Junaid et al. (2015), the author has emphasized on one particular theory on consumer behavior. The theory of reasoned action is one of the most important concepts with the help of which individual consumers’ acts, behaviors and attitudes can be explained. Based on the consumers’ attitudes and behaviors the advertisers tend to reform their advertising strategy and policy. Consumers may be male or female. Sparks, Perkins and Buckley (2013) opined that the business experts have already fixed the target consumers. For an example, in order to promoting the brand of women fashionable garment, the advertisers would like to target female consumers. Therefore, the product promotional campaign is also designed as per the women psychology. On the other hand, while promoting any sports garment, the business organizations primarily focus on the male consumers. As a result, based on the market industry, the business experts like to fix target customers. With the upgrading progress of civilization, the needs and demands of the customers are changing gradually. Before purchasing a particular product or service, an individual consumer tends to get an in-depth overview regarding the reliability of products and services.

Reed et al. (2012) stated that advertising is one of the most effective tools that provide a deep notion about the products and services. This particular theory implies that the consumers, be it male or female tend to show their interest for purchasing a product only when the consumers find a rate of interest on this particular products and services.  The theory of reasoned action helps an individual group to change their entire process of decision regarding consumer behavior process. Consumers by following this particular theory come to know how they should distinguish appropriate products and services for themselves that can make a large sense in future. Most of the advertisers tend to follow this particular theory in order to influence the group towards their products and services.

Conclusion:

This particular study has provided an in-depth critical analysis on how the effect of consumer behavior creates a major impact on both male and female. Numerous scholars have pointed out various opinion of regarding this specific issue. At the end of the study, after analyzing the different opinions of conspicuous scholars, it can be evaluated that consumer behavior is not dependent on male or female. Business organization while designing the product makes a target market first. Based on the target group the products and promotional activities are conducted.

Reference List:

Bakshi, S., 2012. Impact of gender on consumer purchase behaviour. Journal of Research in Commerce and Management, 1(9), pp.1-8.

Consumerlab, E., 10. hot consumer trends 2016.

Fatima, S. and Lodhi, S., 2015. Impact of Advertisement on Buying Behaviours of the Consumers: Study of Cosmetic Industry in Karachi City. International Journal of Management Sciences and Business Research.

Goh, K.Y., Heng, C.S. and Lin, Z., 2013. Social media brand community and consumer behavior: Quantifying the relative impact of user-and marketer-generated content. Information Systems Research, 24(1), pp.88-107.

Junaid, A.B., Nasreen, R., Siddiqui, M.J. and Ahmed, W., 2015. A Comparative Analysis of Male and Female Consumer Behaviour Factors for their Cosmeceutical Products Types. Journal of Accounting & Marketing, 2015.

Juster, F.T., 2015. Anticipations and purchases: An analysis of consumer behavior. Princeton University Press.

Mullen, B. and Johnson, C., 2013. The psychology of consumer behavior. Psychology Press.

Reed, A., Forehand, M.R., Puntoni, S. and Warlop, L., 2012. Identity-based consumer behavior. International Journal of Research in Marketing, 29(4), pp.310-321.

Siddiqui, W., 2016. Study on Buying Behavior of Men and Women. Imperial Journal of Interdisciplinary Research, 2(4).

Sparks, B.A., Perkins, H.E. and Buckley, R., 2013. Online travel reviews as persuasive communication: The effects of content type, source, and certification logos on consumer behavior. Tourism Management, 39, pp.1-9.

Vinerean, S., Cetina, I., Dumitrescu, L. and Tichindelean, M., 2013. The effects of social media marketing on online consumer behavior. International Journal of Business and Management, 8(14), p.66.

Wilson, A., Zeithaml, V.A., Bitner, M.J. and Gremler, D.D., 2012. Services marketing: Integrating customer focus across the firm. McGraw Hill.

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