Consumer Behavior

This article is based on an analysis of the observation of consumer behavior we have in supermarkets. As a means to interpret the data, the following theories and concepts, social construction, entanglement, and independent interdependent self-concept are used. Social Construction Pestar's Definition of Power The power of Pester can be defined as a "child's attempt". Cullen (2004: 77) has an impact on parental purchases in a repeated, sometimes conflicting way.

Consumer behavior as a discipline and marketing idea Consumer behavior research enables marketers to understand and predict consumer behavior in the market; it is a matter of purchasing items as well as items purchased by consumers Also focus on the reason, time, place and method. Consumer surveys are the method used to study consumer behavior, which is done at every stage of the consumer process: before, during, and after purchase. Consumer behavior is interdisciplinary.

In this article we will consider the role of promotion in consumer purchasing behavior. In many cases consumer purchasing behavior is influenced by purchasing evaluation and purchasing phase before promotion. In addition, promotion only has a short-term impact on consumer purchasing behavior. There are few people who think that promotions can build loyal customers. It is a tool to encourage consumers to try new products. According to Shimp (2003: 483), faithful consumers have two extremes and purchase certain products from the brand, regardless of the promotion that other brands offer. On the one hand, consumers are not simply loyal. Mainly consumers are between these extremes

Mainly, promotions temporarily affect consumer purchasing behavior. Many researchers believe that promotions do not have long-term impact on consumer purchasing behavior, but also reduce revenues such as coupons, refunds, and tax refunds. These tools are increasing the cost (Clow and Baack 2007: 311 & 319). At the moment there is controversy; therefore, other researchers say promotion will not reduce revenue as promotion will attract and encourage consumers to buy more at lower prices. Also, it is said that there is a possibility that the value of the product will rise during the promotion period. Consumers who have never purchased items so far correspond to when the price of the item is cheap. (Pauwels, Hanssens) and Siddarth 2002, 421, 424)