Tarbijankäitumine

Tarbijankäitumine refers to the study of how individuals, groups, or organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. It encompasses the entire process from the initial recognition of a need or desire through to the post-purchase evaluation. Understanding consumer behavior is crucial for businesses to effectively market their products and services, as well as for policymakers to develop relevant regulations.

The field draws upon various disciplines, including psychology, sociology, anthropology, and economics, to explain the motivations, perceptions, attitudes, and decision-making processes that influence purchasing choices. Factors affecting consumer behavior can be broadly categorized into personal, psychological, social, and cultural influences. Personal factors include age, life-cycle stage, occupation, economic situation, lifestyle, and personality. Psychological factors involve motivation, perception, learning, and beliefs and attitudes. Social factors encompass reference groups, family, roles, and status, while cultural factors include culture, subculture, and social class.

Consumer decision-making typically involves a sequence of steps: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. The complexity of this process can vary significantly depending on the type of product or service, the individual's involvement level, and the perceived risk associated with the purchase. Businesses often conduct market research to gain insights into these behaviors and tailor their marketing strategies accordingly.