MIDLANDS STATE UNIVERSITY
FACULTY OF COMMERCE
DEPARTMENT OF LOGISTICS AND SUPPY CHAIN MANAGEMENT
NAME BENJAMIN
SURNAME MAGOBEYA
REG NUMBER R2119220A
MODE OF ENTRY WEEKEND SCHOOL
MODULE CODE LSC238
LEVEL 2.2
PROGRAMME LOGISTICS AND SUPPLY CHAIN MANAGEMNT
LECTURER MR NYANHETE
DUE DATE 31 MARCH 2023
QUESTION
a) With the use of relevant examples, explain how the study of Consumer Behaviour evolved (6
Marks)
b) Using relevant examples, explain how the study of Consumer Behaviour can help the
marketer/retailer. (9 Marks)
a)Consumer behaviour is the study of how individuals make decision to spend their available resources
(money, time ,effort)on consumption -related items .It includes the study of what they buy ,why they buy
it ,where they buy it .Shciffman and Kanuk(1997)
Consumer behaviour evolved when marketers had long noted that consumers did not always act or react the
marketing theory suggested they would ,billions of dollars were being spent on goods and services by
millions of people and consumer preferences were changing and highly diversified .To better meet the needs
of specific groups of consumers ,researchers a policy of market segmentation ,which called for the division
of potential markets into smaller ,homogenous segments for which they could design specific products so
that they will perceived as better fulfilling the specific needs. Shciffman and Kanuk(1997).
b) Using relevant examples, explain how the study of Consumer Behaviour can help the
marketer/retailer. (9 Marks)
For marketers according (Schiffman, Kanuk ,2007 )the study of consumer behaviour helps marketers
to recognize why and how individuals make their consumptions decisions ,so that they can better
strategic marketing decisions ,If marketers understands consumer behaviour ,there are able to predict
how consumers are likely to react to various informational and environmental cues and are able to
shape their marketing strategies according ,for example Delta marketers study how people in
Gwanda prefer Castle lite more than Black Label beer so they will plan to promote black label and
increase the supply of Castle lite .Without doubt if Delta marketers understand consumer behaviour
thy will have great competitive advantage in the market place. studying consumer behavior also helps
marketers decide how to present their products in a way that generates a maximum impact on
consumers. Understanding consumer buying behaviour is the key secret to reaching and engaging
your clients, and converting them to purchase from you, those who don’t prefer black label will start
to drink thereby increasing sales.
For retailers to study consumer behaviour creating products and services which would be
successful in the market. An accurate understanding of consumer need helps the retailer create
product that is likely to be successful in the market. Understanding consumer buying behaviour
is the starting point of strategy creation. The understanding helps in determining the channels of
communication, proving consumer knowledge which can help a firm assess how well it has
achieved its product positioning goals. The firm with the help of studying consumer behaviour
tries to see how its products are perceived, whether there is a good match or not and then to
consider the positioning strategy deemeda success. The retailer should know the consumers,
because it is imported to know how,when and where the customers use the product or service that the
retailers sell. When the retailer understands consumer behaviour
