Actions are influenced by a group of objectives not just a single one. When the marketers can detect motives then they can develop the marketing mix. The perception of the consumers to select, organize and interpret information inputs to generate meaning also influence the buying behavior. The perception of the consumers is determined by the selective exposure, selective distortion and selective retention. The psychological factors also include the ability and knowledge, attitudes, personality lifestyles etc. Opinion leaders, family of the consumer, reference groups; social class and culture are taken as social factors also affect the needs of the consumers, learning's, motives etc. Since the same person plays different roles like Husband, father, employee, employer etc. marketers feel it essential to regularly update the information as and when necessary. (Chapter 6 Class Notes: What is Consumer Buying Behavior?)
The consumer trend is rapidly changing in response to the development of technology, the progressive social diffusion, instantaneous communication and more willingness to accept and due to the inescapable new ideas. As Marita Wesely Clough points out when everything is accessible instantaneously, the capability of assimilating and to differentiate and select is very difficult. The trends and countertrends are often observed to be cyclical as they counteract the positions on generations on priority scales. To illustrate the intention to work harder, attainment and acquisition may be substituted by a kind of emotional exhaustion, an intention for respite that be may be supplemented by a necessity to keep up with Joneses that may result in inclinations towards availing more leisure. The counter trend for this now is the inclination towards working harder so as to earn more for enjoyment is being replaced by the necessity to work less to find the surplus times for enjoyment. The trend of working harder always...
(12 Consumer Trends and Counter Trends)
There is a structural change in family and the trend is towards morphing culture. The present trend is towards increasing optimism. All such cultural aspects give rise to the lust for luxury. The trend is towards doing the job by hook or crook. The trend also is observed to be towards increasing polarization. The retailers and consumers are presently in a new kind of activity and the consumer seems to be driving force. The shopping has now becoming an addiction since the over-retailed society allows for provision of heavy consumers. Shopping through catalogs, e-mail, and e-Bay has been persistently increasing with an appeal to the consumers that they have shopped till they are dropped. The new trend of gift cards makes the transaction to be left in limbo since the recipients delay the spending cards. There prevails increasing emphasis on self-interest rather than speculations for future. (12 Consumer Trends and Counter Trends) Such trends in consumer behavior have tremendous impact on the consumer spending and marketing. It has improved the short-term trend of the consumer spending. The trend is towards healthy eating. (Moods Improve as Spring Approaches)
References
Chapter 6 Class Notes: What is Consumer Buying Behavior?" Retrieved at http://www.udel.edu/alex/chapt6.html. Accessed on 25 February, 2005
12 Consumer Trends and Counter Trends" (2004) Retail Industry: 2004 and Beyond: Emerging and Evolving Consumer Trends. Hallmark's Marita Weseley-Clough. Retrieved From http://retailindustry.about.com/cs/retailtrends/a/bl_trends2004.htm. Accessed on 25
Moods Improve as Spring Approaches" Retail Industry: March Consumer Outlook.
Retail Forward. Retrieved from http://retailindustry.about.com/cs/stats_consumers/a/bl_rf030404.htm. Accessed on 25
