Perception and Consumer Behavior

Discuss about the Marketing Consumer Behavior for Psychological Factors.

In this essay, the impact of psychological factors on the consumer behavior is going to be discussed. Tim tam is the brand of biscuits and its marketing totally depends upon the consumer and their behavior.  It is very important for every organization to focus and understands the buying behavior of their consumers. In this essay, the impact of the behavior upon the young adults and well-being of Australia with regard to the products of Tim Tam will be analyzed. The Consumer perception and thought process affects their decisions. Every person in this world consumes daily use of things and buys those products according to their choice, preferences and the consumer buying behavior. There are two ways of examining the buying behavior of the consumers and these two ways are: General concepts of Psychology of the consumers and the personality of the consumers. 

For the purpose of marketing and analyzing the consumer behavior, the target market of Tim Tam is Australia and the profiled consumers of biscuits brand (Tim Tam) are mostly young adults and the wellbeing between the ages of 10-16 years. 

It is a clear fact that the marketing of Tim Tam is totally depends upon the consumer behavior and their satisfaction. Marketing is incomplete without the customer satisfaction. As a result of which, the consumer behavior analysis is becoming a necessity of Tim Tam in Australia.  It is analyzed that for Tim Tam the target customers are young adults and the parents of the small children and well-being. The segmentation part of the marketing concept makes it clear that the different segments of the market which is focused by the marketers. General concepts of the Psychological factors of the consumers involves Perceptions, Learning, Attitudes and persuasion.

Perception is the way in which consumers perceive or think about the things. The marketer of the tim tam brand tries to analyze the perception of the consumers. Perception of every person to analyze the things is very different. The perception is defined in many ways by the different authors. In simple words, the “perception” word is defined as the feeling, selection and the judgment of the motivation that the consumer gets from its outer world. The marketer of the TimTam brand find out that the perception of the consumers based on the two factors, one is stimulus features and the other one is consumer characteristics. As per the study and analysis, the  material characteristics of the Tim Tam product like its packing, size, color etc. attracts many consumers. The physical appearance of any material forces the consumers to give a thought to purchase the item like in the case of Tim Tam biscuits. The packing and its attractive shape attracts change its kids and young people to change their mind (Song, 2011). 

Learning Theory and Consumer Behavior

Perception is called as the best way to know about the world and add meaning to it by our thinking abilities. Every consumer has different thinking and different way to see the TimTam as a brand name. It is very rare that consumers having the same thinking about the Tim Tam as brand, because some people like to have these biscuits others don’t. Talking about the Tim Tam, there are many consumers who buy the biscuits only on the basis of their perception. The reason behind this is decided to purchase the biscuits is affected by the perception of the people. Perception of consumers is all game of senses as consumers understand the situation only on the basis of the information the consumer receives through its senses (Cheung, et al., 2013).  Apart from this, learning is the gain of experience to analyze the change in the consumer behavior of the Tim Tam biscuits. The perception and the learning are interrelated to each other as perception in every situation is influenced by the experience of the marketers and researchers of the TimTam.  As a result of this, the framework is obtained that will consist the new set of expectations. Moreover, the Tim tam biscuit brands need to maintain the balance between the new expectations or new learned stimuli and the past stimuli. Comparison between the both the stimuli’s is essential to take better decisions about the consumer buying behavior (Schuster, 2013). The learning theory is very significant for the marketers because they can create demand of the biscuits by using some techniques of motivation. The same options can also be applied to make a control on the competitors. This is because it is very easy to transform the buyer’s interests from one to another. The brand loyalty of consumers is a great advantage for the organization.Learning further divided into two forms: First one is experimental learning is totally based on the experience of the marketers.  Experimental learning stands for the change in the behavior because of the experience. Conceptual learning is opposite to the experimental learning as this learning believes in the concepts and information rather than direct experience. 

The word attitude is defined as positive or negative evaluations of the individuals, emotions and to take an action towards some idea.  The marketers of the Tim Tam have shown the interest in the beliefs and attitudes of the individuals. The reason of this interest of marketers in the beliefs that people have for the Tim Tam is to make a brand image of the biscuits that affect the purchasing behavior of the consumers. If some of the people think something wrong about the Tim Tam products, then it’s a responsibility of company to launch a campaign to make them correct about the products. As some consumers have faith in that the Tim Tam biscuits are best in tastes and healthy for the children and young adults. These beliefs and attitude of the customers towards the Tim Tam biscuits are based on the information, faith and knowledge and leads to the good brand image of the company (Ganga, 2011). Furthermore, the attitude of the people regarding food, tastes, religion, politics, etc. would also influence the behavior of the human beings.  This attitude will have the favorable impact on the behavior if the attitude is positive otherwise it will have vice versa. The marketers of the Tim Tam try to make the positive attitude and favorable behavior about the products. 

Attitudes and Consumer Behavior

Persuasion is the other factor that greatly affects the behavior of the people. The marketers or the salesperson of the TimTam applied the theory of persuasion that means to influence the consumers towards the product or item in a positive way by telling him the positive aspects of the products (Vasquez, et al., 2013). The Marketers of Tim Tam biscuits can influence the people and change their behavior by attracting their consumers. To persuade the consumers, it is important that the communication channel should be strong of the TimTam to get the better results.

This second concept of the personality of the consumer behavior includes the motivation, personality traits of the customers and their lifestyles. These all are the internal influences that have a great impact and these are used by the TimTam to attract the customers and to meet the needs of the people. Personality represents the individual’s traits and characteristics and it is a combination of the physical as well as the psychological features of the TimTAm consumers to lead to constant behavior. The different types of characteristics in the human being are like- confident, ambitious, socially interactive, flexible, hard working, good learner and curious about thing etc. The Tim Tam brand requires focusing on each type of personality (Mutlu, 2007). Talking about the lifestyle of an individual also plays an important role as to change the behavior of the TimTam consumers. Lifestyle means the style of living their daily life and it helps the marketer of TimTam to judge about their tastes. As per our study, the lifestyle of people also depicts their personality, tastes and their behavior. Self concept refers to portraying the image that he wants to be with like someone or an individual has the same value. For example, Tim Tam builds its image as a brand of chocolate biscuits that attract the children and the adults of the ages between 12 to 16 years (Rani, 2014). 

It is a universal truth that there dwells a certain number of needs in humans and those needs are met in a certain order. The needs start from basic needs and reach to the highest need called self actualization and also known as transcendence needs.  The marketers of the TimTam applies the theory of maslow to understand the needs of the consumers. The hierarchy needs represented by Maslow starts from the basic needs which include food shelter and clothing. The next comes is safety needs and it include safety of health of one own self and also closed ones, employment etc. The pyramid goes up and comes belonging needs which include affection, love, belongings. Fourth is esteem needs and that includes self esteem, achievements, respect for and by others. The last is self actualization needs where the person has realized his full potential and includes morality, creativity and acceptance of surrounding things etc. If the marketer of the TimTam understands all the needs given by the Maslow, then he will understand the behavior of the people very easily. The Tim Tam snacks and chocolate biscuits are also the necessity of the people. These are the basic needs of the people (Rizwan, et al., 2014). 

Persuasion and Consumer Behavior

Overall, the concept of psychological concepts and their impact on the consumer behavior has been discussed and the marketers of the Tim Tam also need to understand all these behaviors for the proper marketing and promotion of the brands. The marketers or salesperson should keep in mind some points to have the positive results in Australia. Some of the suggestions for the Marketer of the Tim Tam (a brand of Chocolate biscuits) are that the marketer should understand the needs of the consumers as the biscuit is the product that people use in its daily routines as breakfast or snacks (Durmaz, 2014). There should be strong communication channel between the consumer and the TimTam organization. The marketer should promote its products by launching campaigns and try to resolve the negativity about the product. The reason for not liking the product should also be noticed so that the company would produce some more innovative biscuits and snacks.It is recommended that the Marketer should focus on other groups of generation except children and young adults. The parents should be the target for the sale of maximum products. The marketer should promote their products by offering them some discounts and motivating them to buy the product. There should be proper follow up of the customer feedback is important.Tim tam brand value is very important to know the behavior of the consumers. The marketer should maintain that same brand image with consumers. 

This essay outlines all the psychological factors that influence consumer behavior. It is concluded that consumer is the start of the marketing process and the satisfaction of the consumer is the end of the marketing concept. In this essay, the analysis of the consumer behavior is done with regard to the Tim Tam brand of the Biscuits and the target market is Australia. It is very important for every organization to focus and understands the buying behavior of their consumers. In this essay, the impact of the behavior upon the young adults and well-being of Australia with regard to the products of Tim Tam is analyzed. The lifestyle of an individual also plays an important role as to change the behavior. Lifestyle means the style of living their daily life and it helps the marketer to judge about their tastes. The lifestyle of people also depicts their personality, tastes and their behavior. In this essay, it is analyzed that the physical appearance of any material forces the consumers to give a thought to purchase the item like in the case of Tim Tam biscuits.  At last, all the psychological factors like perception, attitudes, motivation, emotions, self concept, beliefs of the consumers and their lifestyle are important to understand the behavior of the consumers as these all factors have positive as well as negative effects.

References

Cheung, C., Kwong, T. & Limayem, M., 2013. Online Consumer Behavior: A Review and Agenda for Future Research, Available at: https://ejournal.narotama.ac.id/files/9.pdf

Durmaz, Y., 2014. The Impact of Psychological Factors on Consumer Buying Behavior and an Empirical Application in Turkey: Canadian Center of Science and Education, Available at: https://www.ccsenet.org/journal/index.php/ass/article/viewFile/34697/19818https://d1.islamhouse.com/data/en/ih_books/single/en_Consumer_Behavior.pdf

Ganga, S., 2011. Consumer Behaviour and SMS Advertising, Available at: https://shodhganga.inflibnet.ac.in/bitstream/10603/72326/11/11_chapter2.pdf

Mutlu, N., 2007. Consumer attitute and behavior towards organic food, Available at: https://orgprints.org/13727/1/MasterThesis-ConsumerStudy-TR-DE.pdf

Rani, P., 2014. Factors influencing consumer behaviour. IJCRAR Journal, 2(9), pp. 52-61.

Rizwan, M., Umair, S., Bilal, H. & SajidBhatti, M., 2014. Determinants of customer intentions for online shopping. Journal of Sociological Research, 5(1), pp. 1-25

Schuster, L., 2013. Consumers’ behavioural responses toward technology-based social products, Available at: https://eprints.qut.edu.au/62030/2/Lisa_Schuster_Thesis.pdf

Song, Z., 2011. Understanding the Link between Consumer Decision-making Style and Online Apparel Purchasing. Journal of software, October, 6(10), pp. 2068-2075.

Vasquez, B., Malan, A., Madsen, I. & Wismer, K., 2013. Tim Tam Media Plan: US Launch, Available at: https://ashleymalanportfolio.weebly.com/uploads/1/2/2/5/12254579/timtam_final_booklet.pdf