Tarbijankäitumise

Tarbijankäitumine 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, and economic factors that influence these decisions. Understanding consumer behavior is crucial for businesses to effectively market their products and services, as well as for policymakers to develop regulations that protect consumers.

The process of consumer decision-making typically involves several stages. It begins with need recognition, where a consumer perceives a difference between their current state and a desired state. This is followed by information search, where the consumer looks for data about products or services that could fulfill their need. Next, evaluation of alternatives involves assessing the options identified in the search phase. The purchase decision is then made, leading to the actual acquisition of the product or service. Finally, post-purchase behavior involves the consumer's evaluation of their purchase, which can lead to satisfaction or dissatisfaction, and potentially influence future buying decisions and word-of-mouth communication.

Various factors influence consumer behavior. Internal factors include psychological elements like motivation, perception, learning, attitudes, and personality. Social factors encompass reference groups, family, roles, and status. Cultural factors, such as culture, subculture, and social class, also play a significant role. External factors like economic conditions, marketing efforts, and situational influences can also impact buying choices. Marketers aim to understand these influences to tailor their strategies and better meet consumer demands.