CONSUMER BEHAVIOUR AND ITS INFLUENCE ON CONSUMER RIGHTS VIOLATIONS

N. Puskoriute, L. Zitkus

Abstract


Today’s market is characterized by a wide range of goods and services. Furthermore, technologies have been constantly improved, a growing number of new products enter the market, meanwhile, the customers face an increasing difficulty to select the products from the mentioned variety. Some products achieve success and recognition – consumers buy them and make profit to company – while other products are not purchased. As there is a strong competition among companies, it is essential for business to know the consumer behaviour, to analyze why one goods are purchased more than others, what determines the decision of consumer to purchase or not to purchase, and what measures should be undertaken, in order to attract consumer attention on product or service. Seeking to find out the peculiarities of consumer purchasing, research are carried out, behaviour models are developed that help to reveal the main reasons of purchase. The consumer purchase decision process consists of certain stages, where consumer purchase decision is influence by both external (culture, social class, influence groups, family, etc.) and internal (attitude, personal experience, motivation, values, lifestyle, understanding, knowledge and learning, etc.) factors. The entrepreneurs, knowing the peculiarities of consumer purchasing, often take advantage of the superior position and mislead them, provide inaccurate information about goods and services, fail to state the side effects of consumption, etc. The problem, discussed in the article, is whether consumer behaviour influences the violations of their rights, and what consumer violations are possible in consumer decision making stages. The aim of the article – to find out the interaction between consumer behaviour and violations of their rights. The following four objectives were set, in order to achieve the aforementioned aim: to disclose the interaction between business and consumer; to analyze a theoretical model of consumer decision making process and to identify the main fields of violation of consumer rights; to determine the influence of external and internal factors, stimulating the consumers to make a decision to purchase, on violation of consumer rights; to explore the interaction between violations of consumer rights and consumer behaviour. The research revealed the interaction between business and consumer. The business develops goods and services, which meet the needs of consumers, while the consumers purchase them and make profit to company. When business uses the superior position and misleads a purchaser by giving inaccurate information about product, the interaction between business and consumer is violated. The consumer behaviour indirectly influences the violations of their rights, since consumers buy goods and services, following certain consistency. As there is a strong competition in the market and seeking to make a quick profit, the entrepreneurs take advantage of knowledge about stages of consumer decision process and about influence of external and internal factors on purchase.

DOI: http://dx.doi.org/10.5755/j01.eis.0.7.5034


Keywords


consumer behaviour; decision making; fields of rights violations

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Print ISSN: 1822-8402
Online ISSN: 2335-8831