CUSTOMER BEHAVIOUR – THESIS STATEMENT
Understanding customer behavior shall move along with customer expectations, customer requirements and their purchasing trend. So it is important to understand the rationale and the motivation of actually buying a product or using a specific service as it will affect their purchasing decision. There are specific factors that drive customers to do so including the rational versus emotional reasons, the psychological influences, the personality, the perception and the motivation itself (need versus want). Apart from this, there is one factor that greatly impacts the customer behaviour.
The paper maintains that cultural is the most basic cause of any individual’s wants and behaviors. As such, consumers have learnt basic values that helped in shaping their product or service preferences. However, the premise is that even cultures are faced with shifts (i.e. health and fitness culture). Culture, which is defined as the sum total of beliefs, values customs, is now serving to direct the customer behaviour of the members of a particular society.
Understanding the dimensions and dynamics of customer behaviour in terms of culture is critical especially that within each emergent cultures are subcultures that further mold purchasing behaviour. Though there are prior studies that indicate culture is not necessarily constant with customer behaviour, there remains the fact that the emergent cultures and their sub-cultures had created a substantial and distinctive market segment of its own. For example, the health and fitness culture is responsible for the surfacing of health club memberships and exercise equipment as separate markets. Such exploratory study will analyze and evaluate the club culture and their customer behaviour.
Credit:ivythesis.typepad.com
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