The paper "Consumer Behavior Theories in Malaysia and Australia" Is a great example of a Marketing Essay. Consumer behavior theories potentially deal with the ways in which people act in their role as consumers. Schiffman’ s Customer behavior theories are based on the consumer’ s behavior in buying, with the consumer being the user, the payer, and the buyer. Presently, firms often focus their activities regarding consumers in the existing markets basing on the scope and the different consumer needs. The consumer decision theory asserts that most consumers have a rational choice in decision-making (Schiffman & Kanuk 2000).
Schiffman in this theory suggests that people’ s attitudes are influenced by emotions or ration in purchasing goods. For rational attitudes, consumers are aware of their actual needs. Emotions also affect people in a way when they randomly buy goods to release stress. People are influenced easily by other people in tastes and preferences (Schiffman & Kanuk 2000). In their definition of consumer behavior, Schiffman and Kanuk (2000) refer to consumer behavior as acts displayed by consumers while searching for, making purchases, using and disposal of services and products, which they expect will ultimately satisfy their needs. Consumer behavior usually involves how consumers think and feel when given different alternatives products, brands as well as the actions they conduct in while in purchasing or during the consumption process (Schiffman & Kanuk 2000).
Schiffman’ s customer behavior theories can be addressed from an economic viewpoint. This perspective exclusively focuses on the purchasing act. Utility theory is the common model from this economic point of view. This theory suggests that customers often choose what to purchase based on the results expected of what they have decided on.
Thus, the users of commodities are seen as decision-makers acting rationally while still showing concern for their own individual interests in scenarios where the theory perceives them as ‘ rational economically. ’ Consumer Behaviors thus consider a number of factors, which have an effect on them while acknowledging the vast consumption activities range beyond their purchasing power. Such activities include information search, need recognition, evaluation of alternatives, the purchasing acts, the building of an intention to purchase, consumption, and lastly disposal of the goods.
Consumer behavior study is thus an interdisciplinary blending of elements from psychology, sociology, anthropology, and economics as well as seeking for a comprehension of the processes of decision-formulation of consumers. A comparison of these two theories of consumer behavior as discussed in Schiffman applies to the Malaysian country in a number of ways. These ways will be subsequently compared and differentiated with the situation in Australia. It is evident that cultural dimensions do influence the customer’ s styles of making decisions in consumer behavior theories. The cultural decision-making styles by the consumers are strategically different in these two countries.
Thus, the consumer’ s decisions are different between these two nation-states. The differences marked as seen between these two populations are so because of brand innovative consciousness, and choice confusion. The consumer decision-making styles, therefore, differ because of the cultural values of the consumers. It has previously been demonstrated that the styles for making decisions for goods differ in line with the consumers’ cultural orientation. Consumer behaviors between Malaysia and Australia are predicted by understanding the consumer’ s cultural personality of the consumers. In the Malaysian scenario, the consumers' behaviors are looked at on the basis of the individual consumer's characteristics including their behavioral and demographic variables, which are put into focus to understand better the consumers' wants (Walters 1978).
The consumer behavior is as such assessed based on the influences drawn on the consumers beginning from their families, friends, and the whole society in general. Malaysia originally produced raw materials like timber, palm oil, rubber, petroleum, and tin. The country has many average middle-income individuals spreading within the multi-sector economy. The country plays a greater focus on high-technology industries, medical technologies, as well as pharmaceuticals.
Over 60% of the Malaysian population is considered as middle-income with a greater chunk of the Malaysians placing a strong education emphasis (Euromonitor International 2013). This is so because of the Government’ s high subsidization in the provision of primary and secondary education. The education consumer expenditure of Malaysia is growing at a fast rate i. e. from 1.2 billion in the year 2005 up to 1.7 billion US dollars in the year 2009. The Malaysian expenditure overview is such that with rising income, the way consumers spend on goods and services has shifted as well.
In traditional times, income expenses were primarily focused on food purchases. However, given the large chunk of the Malaysian youthful population now reside urban, independent and single lives. In fact, the younger Malaysians spend differently their salaries with more money being spent on ownership of cars, proactive health, leisure activities and in telecommunication e. g. cell phones and satellite televisions.
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