It is interesting to
study consumer behavior with an anthropological point of view because the
method is more qualitative and observational than with a psychological point of
view in which a lot of statistics are used.
I found 3 resources about
consumer behavior from an anthropological and sociological point of view. On this first book, a french book, the author tries to relate the consumer behavior with the marketing to understand how a company can reach customers and make them loyal.
1. Comportement du consommateur et marketing (consumer behavior and marketing) –
John V. Petrof
In this book, the main points is that it can be easy to reach customers analysing how they behave. Here, the author tries to link 2 human values to marketing.
Motivation & Marketing
For J. Petrof, it is
important to know the consumer’s motivation to get marketing strategies more
efficient. Indeed, companies and products have to create an image which has to
correspond with customers’ needs and desires, which are an important source of
motivation. Thus, marketing managers have to help consumers to discover what
they are missing.
In his book, the
author also shows two types of characteristics in a product which can cause
purchase motivation by a consumer:
- Tangible
(for example for a car: the customer will check its color, its dimensions, its
power, etc.)
- Inviolable
(for example the brand, its reputation, its prestige, etc.)
Learning process & Marketing
The learning process
theory has contributed to explain consumer behaviors and to show how they pass
from a behavior to another. Thanks to its theory, marketing managers can
understand how the consumers prefer some products to others, so it can be easy
for them to persuade customers to adopt their own products.
Moreover, according
to the author, the consumer behavior is still the same, that is to say:
Example: Drink can be the need and the thirst
becomes the reason to fulfill this need. Consumer knows that he has several
ways to satisfy his need: drink water, juice, soda, etc. By basing on his
former experiences and others learning processes, the consumer will make a
choice.
What it is important
here is what the author calls “positive reinforcement”. If a customer finds his
choice satisfying, a positive reinforcement takes place because the customer
will create a positive association between the product and the need
satisfaction. Thus, if the same need appears again, the customer will try to
satisfy it with the same product. So, it is important for the company to be the
first to satisfy all the needs of the customers.
Sources:
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http://books.google.fi/books?id=UPS-oR0XPOYC&pg=PA193&lpg=PA193&dq=consumer+behavior+and+marketing+John+Petrof&source=bl&ots=bv6mA9kd1k&sig=ujCMfJIQWqTPstUYZnJ1OSOV16o&hl=fr&sa=X&ei=52hXVMmqMcLtaoLzgtgD&ved=0CDIQ6AEwAg#v=onepage&q=consumer%20behavior%20and%20marketing%20John%20Petrof&f=false
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