Tarbijakäitumised

Tarbijakäitumised refers to the study of how individuals, groups, or organizations select, purchase, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. It encompasses the psychological, social, cultural, and personal factors that influence these decisions. Understanding consumer behavior is crucial for businesses aiming to effectively market their products and services, as well as for policymakers seeking to influence consumption patterns.

The process of consumer decision-making typically involves several stages. It begins with need recognition, where a consumer identifies a problem or a gap between their current and desired state. This is followed by information search, where the consumer gathers data about potential solutions. Evaluation of alternatives involves assessing the different options based on various criteria. The purchase decision is then made, followed by post-purchase behavior, which includes evaluating the satisfaction with the product or service and potential for future repurchases or word-of-mouth recommendations.

Several factors influence consumer behavior. Psychological factors include motivation, perception, learning, and attitudes. Social factors involve reference groups, family, and roles. Cultural factors, such as culture, subculture, and social class, also play a significant role. Personal factors like age, occupation, economic situation, lifestyle, and personality further shape purchasing decisions. Different theoretical models, such as the economic man model, the learning model, and the psychoanalytic model, attempt to explain and predict consumer behavior from various perspectives.