Influence Consumer Decision Making and Canned Fruits Choice

Executive Summary

The product chosen for studying the consumer behaviour is Canned Fruits and the reason being for choosing canned fruits is because we need to analyse the consumer needs and goals which make them buy canned fruits. This way we will be able to find out the generic or specific factors which motivate the consumer to buy canned fruits. After recognizing these factors we can easily find out the ways to boost the consumption of canned fruits in the market by influencing the consumer behaviour in the society.

Introduction

Consumer Behaviour is the series or process and actions which are involved before buying any product. There are many factors which influence the buying or purchasing behaviour of any consumer and in order to analyse the consumer needs we need to first analyse the decision process which needs to be found. There are mainly five stages which are involved while buying any product be it canned fruits or any other like:

1. Problem recognition,

2. Information Research

3. Alternative Evaluation

4. Purchase Decision

5. Post-purchase decision

In the whole buying process of canned fruits consumer needs and motivation etc. play a vital role before buying them. The behaviour shown by any buyer while purchasing canned fruits is termed as consumer behaviour.

Maslow's Hierarchy of need and Consumer Behaviour

The consumer needs and goals are the most important things which influence the buying behaviour of any customer. According to Maslow's Hierarchy of needs there are mainly five kinds of needs which influence the buying behaviour of consumer:

* Self-actualization needs

* Esteem needs

* Social needs

* Security needs

* Physiological needs

The hierarchy moves in the same manner as they are listed , when the product is first bought by consumer it is due to self-actualization needs and as the time passes the needs move down the hierarchy level that is it finally becomes the physiological need of the consumer, after passing through the stages of esteem , social and security needs.

There are many factors which influence while the canned fruit need shifts from self actualization need to the basic need like the distribution of canned fruits in market, pricing structure of canned fruits, rising level of income of family, competitive pricing and strategies of competitors, lifestyle of the consumer etc. The needs are the either innate needs or acquired needs. Innate needs are physiological or basic needs while the acquired needs are which we learn from society, culture etc.

Goals are sought after results of motivated behaviour and every behaviour is goal oriented as said by Pankaj Kumar (slideshare.net: 66). The goals can be generic as well as specific. The generic motives are basic motives which influence the buying behaviour of consumer. While the rational motives culturally or influenced by societal needs.

Motivation Level of Consumer

Motivation plays important part in satisfying the consumer needs. Motivation is that powerful strength which results in actions like buying to satisfy the human needs at different levels. Thus if we analyse and find out the motives both rational as well as generic motives then we can directly influence the buying behaviour of canned foods.

Rational Motives: These are the traditional motives which the customer thinks and analyses before making a buying decision of canned fruits. These motives are based on general reasoning like considering the weight, quality, price, size etc. of canned fruits.

Generic