MARK936 Consumer Behaviour- The Organizational Function

Answer:

Consumer behavior is one of the key elements of the business organization. The development of every business organization is highly dependent on the identification of the consumer behavior. In this competitive era, it has become essential for every business organization to observe the behavior of the potential consumers to battle against the other rival companies. Consumer’s positive attitude helps the business organizations to establish a bright future for the organization. It puts a significant impact on the organizational function.

In the era of globalization, every business organization must observe the need of the positive attitude of the potential consumers towards the brand and how it can help them to bring revolutionary change in the industry. Product labeling puts a significant impact on the decision making process of the organization. Label must be formed in such manner so it can grab the attention of the loyal consumers. All the business organizations concentrate on creating attractive efficient labels for their products. Sunscreen is one of the essential commodities of daily life. There are many sunscreen manufacturing companies that have covered huge market share.

Many analysts have discussed about consumer’s behavior and its effect on the organizational growth and success. The following article has concentrated on four literatures on consumer behavior, such as- The Compensatory Consumer Behavior Model: How Self-Discrepancies Drive Consumer Behavior, Impact of brand image and advertisement on consumer buying behavior, Packaging Factors Determining Consumer Buying Decision and Impact of product packaging on consumer’s buying behavior. The below mentioned article has demonstrated these four article to analyze every aspect of consumer behavior. Therefore, the following article has discussed about how sunscreen labeling can affect consumer’s behavior.

Mandel, N., Rucker, D., Levav, J. and Galinsky, A.D., 2016. The Compensatory Consumer Behavior Model: How Self-Discrepancies Drive Consumer Behavior.

In this article, the authors have discussed about the effect good or service on the buying behavior of consumers. According to the authors, every goods and service put a significant impact on the consumer’s function. The analysts have stated that there are psychological motives behind the buying behavior and the desire of the consumers, which leads them to purchase any particular product or service. Consumers look for products and services that can match their satisfaction level and desire. Otherwise, it may increase self-discrepancy.

It motivates them to take future decisions related to their consumption. The success of the business organization is highly dependent on such behavior of the consumers.  It is the primary objective of every business organization to influence the behavior of their potential consumers. Otherwise, self-discrepancy may lead the business organization to face an awful consequence in coming future. The research has concentrated on the effect of the consumer’s self discrepancy on the effect of the buying behavior of the consumer.

According to the analysts, it is related to the psychological aspect of the consumer. After consuming any product or service, a consumer achieves some kind of satisfaction. It leads them to choose that particular product or service apart from other brands. Every business organization aims at meeting the satisfaction level of the consumers to earn desired goal. In this article, the authors have presented some example to provide vivid concept about the impact of self discrepancy on the behavior of the consumers and how it affects the consequence of the any organization.

In this scenario it can be discussed that the loyal consumers of sunscreen always look for some products that can be helpful for protecting them from harmful sun rays, if the sunscreen producers fails to meet the satisfaction level of their consumers, it will increase self discrepancy and can put negative impact on the future purchasing decision of the buyers.

Malik, M.E., Ghafoor, M.M., Iqbal, H.K., Ali, Q., Hunbal, H., Noman, M. and Ahmad, B., 2013. Impact of brand image and advertisement on consumer buying behavior. World Applied Sciences Journal, 23(1), pp.117-122.

The writers of this article have concentrated on the impact of advertisements and brand promotion on the buyer’s behavior. They have considered product packaging and labeling as the tool for brand promotion. They have stated that brand promotion and advertisements put significant impact on the consumer’s behavior. Thus all the business organization pays special attention to design their advertisements or promotional events. Advertisements are used as a tool to catch the attention of the potential consumers.

Thus, the writers of the article aim at providing vivid concept about how successful advertisements of a product can increase the interest level of the consumers towards the product. Almost all the business organization use their product packaging or labeling to reach to the large number of consumers. The writers have claimed that brand advertisements plays vital role in stimulate the demand level of any product.  

They have conducted various market surveys to construct their write up. During these market researches they have observed the importance of the brand promotion or advertisements among the target market. The authors have stated that in this competitive era, where there are many brands that provide same product and service, every business organizations have concentrated on promoting their brand name in a unique manner.

There are many Australian sunscreen brands, such as – Blue Lizards that has have designed their product labeling in a unique style to draw the attention of potential consumers. It has led the organization to achieve remarkable success in the industry.

Abdullah, M., Kalam, A. and Akterujjaman, S.M., 2013. Packaging Factors Determining Consumer Buying Decision.

In this article, the writers of the article has concentrated on how packaging and labeling can influence the buying decision the consumers. There are many examples of such business organizations that have set an example by designing their product packaging in different manner. Uniquely designed product package and label plays significant role in drawing the attention of consumers.  Buyers always look for all the relevant information related to any particular product in the package or label of that product. It helps them to choose a particular product among all other products brands.

The writers have stated that it is the primary objective of the business organizations is to grab the attention of the buyers by providing a clear idea regarding the product from the label of the product. In this modern era, people hardly get enough time to research on a particular product. It is the responsibility of the business organizations to provide all the relevant information about the product from the label of the product. It influences the future decisions of the potential consumers. In order to effect the buying decision of the consumers, all business organization in recent time use innovative and  techniques to create attractive and unique product packaging and label.

In this scenario, it can be stated that sunscreen companies also share all the relevant information regarding the product in the product packaging or label. It helps consumers to identify which product is useful to protect them from the harmful sunrays.

Raheem, A.R., Vishnu, P. and Ahmed, A.M., 2014. Impact of product packaging on consumer’s buying behavior. European Journal of Scientific Research, 122(2), pp.125-134.

The writers have articulated the impact of product packaging in the buying behavior of the consumers. The writers have considered product packaging as a key factor for the success of a particular brand. According to the author of the article label works as a communication tool between the business organization and the loyal consumers of that particular brand. It conveys the message of the organizations to the target market. As per the article, there are some key elements of a perfect label that help it to grab the attention of the loyal consumers, such as- color, design, information style, packaging material.

Labeling is one of the strong factors that can influence the future decisions of the consumers. The writers of the article have conducted various market researches to understand the effect of the buying behavior of the consumers. They have considered labeling as one of the key promotional tool that helps the business organization to build an interactive relation with the buyer by providing all the important information related to any product. The writers have recommended that every business organization must pay close attention to good packaging. Moreover, they have enlightened the factor that cultural difference can affect e growth of any business organization. They must design their product label in such a manner o they can promote their product beyond cultural difference.

Thus, in this scenario it can be stated that the buyers of sunscreen belong from various sectors of the society. The sunscreen companies design their product labels in such a manner so it can be easy for all the potential consumers to understand the importance and benefits of the product. There are some key term that is mainly used by the companies in the label, such as- UV (ultra violet ray) and SPF (sun protective factor). It helps consumers to understand how much effective any particular sunscreen will be for their skin and helps them to take their buying decision.

Conclusion:

The article has concentrated on four articles related to the consumer’s behavior to provide a clear idea about the impact of product labeling on the consumer’s purchasing decision. The success of the business organizations is highly dependent on the attitude of the consumers towards any particular brand. The primary objective of the study is to provide a clear concept about the consumer’s decision making process for purchasing sunscreen. The article has concentrated on various aspects of consumer’s behavior and decision making process and it has discussed about the importance of attractive product packaging in the stimulating the decision of the consumers.