Abstract This paper also presents the important areas of consumer behavior and various supporting theories.

It explains, why it important and put forward a simple model of decision-making. Types of decision-making are investigated as processing of the information for consumers. It also aims to highlight the values and the ways of life, as well as cultural and cross-country-cultural distinctions in consumer behavior. In my given work I have specified actions which would influence the individual behavior of target customers in the UK market for the new consumer electronic product launched by Crystals Electronics Inc UK. Introduction To understand the buyer and to make the client of it is prime objective of studying consumer behavior. Though this problem has been analyzed from the various points of view in various facilities, it still remains complex. As a matter of fact the buyer is a riddle. It remains till today a very complex formation. His demands and desire are uncountable. Some of them hidden, some are manifest while some latent and others very dominating. They have various types of priorities in their living lifestyle. The buyer has own ideas and plans on realization of these demands and desires. The first and the foremost problem of the experts in marketing are to be closer to the buyer and to understand their demands, structure and priorities. For influencing target customers to purchase the new electronic product microwave oven it is necessary to understand the psychology of consumers and what forces attracts him to buy the product. There are four basic factors which influence behavior of consumers. To them concern: 1. The psychological factors influencing behavior of clients 2. The Social factors-psychological influencing behavior of clients 3. The sociological factors influencing behavior of clients 4. The Economic forces influencing behavior of clients

Psychological factors: These factors are personal character and qualities of the person. We shall study five of them: Attitude, motivation, perception, and decision making.

Task 1 1. Perception Different people see things, events and ideas from other point of view, and analyze various opinions, judgments for them. In other words, they have various "perception" of the world. Definition of perception: Perception is defined as process by means of which the person chooses, will organize and interprets various stimuli in meaningful and complete pictures of the world. Experts in marketing are deeply interested in such perception of consumers to hold about production and services, brands, company, etc. Elements of perception: Following are elements of perception: 1. The sensation is direct and direct reactions of sense organs of stimuli. Stimuli is one input of any of sense organs. Touch receptors have an essence refers to sense organs. To them concern: a. Eyes for places of interest and seeing, b. Ears for sounds and hearing, c. A nose on smells and sense of smell, d. Language for tastes and faults, e. A leather for structures, Touch and feeling, 2. Dealers try to stimulate sense organs of the consumer to create favorable perception to production. 3. The absolute threshold is a minimum level, that the person can test sensation. In other words, it can distinguish a difference between something and anything. This level varies from the person to the person and depends on time, place and an environment. Experts in marketing often try to provide stimuli more than this level.

4. The differential threshold or Just Noticeable Difference (JND) is a minimal difference that can be detected between two similar spurs. German scientist Ernest Veber had detected, that JND between two stimuli is the sum in relation to intensity but the first stimuli is not absolute. (Bechara, 1997) Thus experts in marketing try to change some attributes which hardly is less JND. 5. Subliminal perception There is certain types of stimuli which are not strong enough that exceeds an absolute threshold, but somehow stimulates sub consciousness and to receive are recorded there, sometimes without the knowledge of a receptor. At a more recent stage it can surface, as some forms of expression and perception. Here experts in marketing try to stimulate sub-consciousness of the person. Some people think, that it is unethical, but there are some positive results in this method if to apply in a constructive channel. Processing of the information: it is a number of actions where stimuli are perceived and processed to convert / to transform them to the information, and then are kept (it is very similar to computer data processing). Later this information is used at a choice of a product in following ways. 1. An exposition: It is the Endurance occurs, when our feelings to detect some external retort from various things which we come into contact with. All of us are subject set of marketing announcements continuously. It becomes a starting point of all of processing of the information. But people are inclined to perceive that they require or want. The more strongly is need, the more tendencies to ignore connected stimuli. Consequently, Selective Perception occurs, when the consumer chooses stimuli from an environment on the basis of interoperability of expectation and motives about stimuli. These factors lead four important concepts, concerning perception: a) Selective influence - where consumers want to avoid unpleasant or painful messages and to look for what with the understanding interesting and pleasant.

b) Selective attention and perception vigilance - where consumers to carry out selectivity by way of their attention to commercial stimuli. They have enhanced attention concerning stimuli which meet their demands, and the minimal attention to those, any attitude to their needs. People also tend to change depending on a type of the information as the price, quality, features, etc., forms of messages and they prefer type of environment. (Miles, 1994) c) Perceptual defense - where consumers subconsciously eliminate perception of defense stimuli which threaten or damages even if influence has already occurred. Also sometimes they unconsciously deform the information, mismatching their demands, values and belief. It is maybe connected with psychological factors or any adverse the last experience. (Vogel, 1997) d) Perception blocking - where consumers protect themselves from influence by blocking such stimuli from comprehension. They do it for self-defense because of visual overwhelming character the world we live 2. Attention: Usually all stimuli messages come through-various sense organs at the same time. But the person can remember only one of them, as a rule, the strongest and tries to make a decision on this basis. Experts in marketing try to exploit this situation to leave influence on the consumer. It is known as attention. a) The stimulus is what suggests individual to initiate actions on creation of attention. It has following characteristics: the size and intensity; Color and movement, position, a format and design; isolation, contrast or distinctions; the degree of Information. b) Individual factors - the attention of the consumer depends on following factors: Interest and demands; Capacity; participation, etc. c) Situational factors - Often situations, a condition, an environment and an environment consumer to affect its attention to certain stimuli. Therefore experts in marketing should develop the certain methods to help to overcome it. Attitudes

Consumer moods are composition of the consumer (1) concepts about, (2) feelings, (3) and behavioral intentions in relation to any object - in a context of marketing, as a rule, brands or shop. These components should be consider together as they are closely connected among themselves and in aggregate represent forces which influence consumers will respond to object.

Beliefs: The first component is known as belief. The consumer can spend as positive, so belief in relation to object (for example, coffee is tasty), as well as negative belief (for example, coffee is easily spilled also stains papers). Besides some belief can be neutral (coffee black), and some of them can be differ depending on valance of the person or a situation (for example, coffee hot and stimulates - well for cold morning, but not well on hot summer evening when one wishes to sleep). (Vogel, 1997) Let's note also, that belief, that consumers lead to should not be precise (for example, that pork contains not enough fat), and some belief, on closer examination, to be controversial (for example, that the historical figure was the good person, but also owned slaves). As the consumer has many beliefs, it can be frequent difficult to receive up to the bottom line general faith about that, objects, such as McDonald's the general is good or bad. Multiattribute (also sometimes name Fishbein) models attempt to generalize the general attitudes in one account by means of the equation is done:

Affect. Consumers also borrow certain feelings in relation to brands or other objects. Sometimes these feelings are based on belief (for example, the person feels a nausea when it thinks about a hamburger because of huge quantity of fat contains), but can be and feelings which are rather independent of belief. For example, the extreme defender of an environment can believe, that cutting down of trees is moral incorrectly, but can have positive influence aside fur-trees, because he or she unconsciously associates these trees with experience, for Christmas, as the child. Behavioral intentions A behavioral intention is that the consumer plans to make in relation to object (for example is, to buy or to not buy a brand). As influence, sometimes this logical consequence of belief (or affect), but can sometimes reflect other circumstances - for example consumer do not like restaurant, he will go there because it is meeting point for his friends. (Vogel, 1997) The attitude-behavior sequence Consumers frequently do not behave consistently about their attitude for the several reasons: Capacity: It or it maybe not in a condition to make it. Though the younger student loves pickup trucks and would like to buy one, though not having driver's license. The Competition of demand for resources: Though above the student would like to buy a pickup truck on its sixteenth birthday, it would prefer to have a computer, and is money only for one of two. Social influence: The student considers that smoking is really healthy, but as its friends think, that it is disgusting, he does not smoke. Problem measurement: Measurement of the attitude is difficult. In many situations, consumers menacingly did not intend to list as positively or negatively they think about mopeds and when the market the researcher asks them about the belief about mopeds, these

belief, and their assessments of productivity of mopeds concerning on these belief are how much important, consumers often do not give very reliable answers. Thus, consumers can operate according to their true attitudes which have been never detected as erroneous measurements. (Miles, 1994)

Motivation Demands of the person, demands of consumers are basis of all modern marketing. Demands are essence of the concept of marketing. The key to a survival of the company, profitability and growth in conditions of a high competition of the market is its capacity to reveal and satisfy the demand consumers outstanding better and more quickly, than a competition. Definition Motivation - Motivation is motive power within the limits of separate persons who induce them to action. It is defined as stimulation of any operational emotion or desire on the will and promptings or its driving to action. (Vogel, 1997) Research of motivation is concerned to all processes which initiate a drive in the person to perceive indispensability and to follow the certain policy of actions, to execute this demand. 1. Needs: each person has demands which should be executed. To them concern: a) Primary, congenital, physiological, biogenic types of basic needs of food, air, water, clothes and habitation. b) Secondary, got, psychological, psychogenic types of demands which we learn in reply to interoperability with our direct associates, as culture, an environment, a society, etc. 2. Wants: Needs are the cores, but wants are something to another in addition to needs - that will have desirable effect. Meal is indispensability and type of meal is want. 3. Goals: Goals are objectives of desire which should be executed. To them concern: a) Overall aims are desires of the general character. b) The Product-specific goal are desires of specific character with specific object it is specified.

4. Process of motivation: It begins, when the consumer learns from a special indispensability. If this demand is not satisfied it creates a condition of intensity in minds of consumers. This state will stimulate the consumer to accept behavior which will help to lower intensity of type and character of behavior of people to accept the perception, belief, a mentality, a reasoning, etc. Dynamic Nature of Motivation: Needs and their performance are a basis of motivation. Variations of demands, and motivations, both are internal, and the external factors responsible for variations. The matter is that not all needs are satisfied full-scale. When some of them are executed, others arise. Sometimes because of personal, financial, social and cultural restrictions, people cannot carry out some needs, desires and objectives. Refusal of an indispensability of performance can lead to occurrence of the following states: 1. Rationalization - tries to justify a situation and justifications itself, 2. Aggression - becomes angry also disappointment, and to resort to unsocial actions, 3. Regress - try to settle without a special indispensability, as to try something another, 4. The conclusion - tries to separate from itself an idea on it. Theories of motivation: Maslows Theory of Need Hierarchy: Dr. Abraham Maslou, the psychologist has stated widely accepted theory of human motivation on the basis of concept of universal hierarchy of human demands. It defines five basic levels of demands of the person, what level by way of importance from lower demands a level (biogenic) on higher level of demands (psychogenic). The theory speaks, that people should satisfy the demand lower level up to a highest level of demands arises. The lowest level of unsatisfied demand, that individual experience serves to motivation of its behavior. Only when it is carried out well enough it can think of a following level and so on. According to this theory this "discontent" motivates, instead of "satisfaction". (Miles, 1994)

Experts in marketing should know how to satisfy demand, at what level, by studying an indispensability of hierarchy.

Decision Making Behavior of buyers - decision-making process How clients buy? Researches show, that clients go through five stage of decision-making process in any purchase. It is shown in picture below:

This model has great value for any acceptances of marketing decisions. It forces the expert in marketing to consider all process of purchase, instead of the decision on purchase is simple (when it may be too late for business to influence a choice!) the Model assumes, that clients pass all stages in each purchase. However in more routine of purchases, clients often pass or turn back some of stages. Nevertheless, model is very beneficial, when business reaches

understanding, that any purchase requires some reflections and discussions. Process of purchase begins with an indispensability of recognition. (Miles, 1994) At the given stage the buyer accepts problems or an indispensability (for example, I need washing machine, we require a new microwave, I have a headache) or responds to marketing stimuli. It has aroused the client necessary to solve, what volume of the information (if any) is not required. If it is necessary strong and there is a product or service which satisfies the need near at hand the decision on purchase maybe there and then. If is not present, process of information search begins. (Vogel, 1997) The client can receive the information from several sources: Personal sources: family, friends, neighbors, etc. Commercial sources: advertising; sellers; retail commerce; dealers, packing; a point-in-sale of displays the State sources: newspapers, radio, TV, the organizations of consumers, specialized magazines Empirical sources: processing, studying, Use of a product Utility and influence of these sources of the information will depend on a product and the client. Researches show, that clients appreciate and respect own sources more than commercial sources (influence "by word of mouth"). The problem of marketing consists in what revealing sources of the information are the most influential in the target markets. In a stage of an assessment, the customer should choose between alternative brands, products and services. How does the customer use the information obtained? The important factor defining a degree of an assessment is whether the client "participation" in a product feels stimuli. To participation, we mean a degree is perceived urgencies and personal importance which accompanies with a choice. Where to buy "very much participation", the client can carry out extensive assessments. (Loewenstein, 1996) High participation of purchase concern with participation of high expenses or personal risk - for example, purchase of the house, the car or the investment. The low level of

participation of purchase (for example, purchase of soft drinks, choosing some dry breakfasts in a supermarket) is very simple process of an assessment. Why should a marketer need to understand the customer evaluation process? The answer lies in that information that the marketing experts should provide to clients in various situations of purchase. In the countries with high participation of decisions, the expert in marketing should provide great volume of the information on positive consequences of purchase. Sales people should stress important attributes of a product, advantage in comparison with competitors, and maybe is required, even should encourage trial of product to secure the sales. (Rowe, 1992)

Post-purchase evaluation - Cognitive Dissonance

Cognitive Dissonance is the final stage after purchase of an assessment of the decision. It is the general for clients experience concern after decision-making on purchase. It is connected with the concept which is known as Cognitive Dissonance. The client, having bought a product, can feel, that alternative would be more preferential. In these circumstances, that the client will not redeem at once, but, it is probable to pass brands next time. For management after purchase the stage is work on marketing to convince potential clients, that the product will satisfy its demands. Then, after having made purchase, the client should be are inspired by that it or it has made a proper choice. (Bechara, 1997)

Task 2 External Factors: Culture and subculture Considering wide and pervasive character of culture, as a rule its research, requires detailed studying of general character of a society, including such factors, as language,

knowledge, laws, religions, food customs, music, art, technology, models of working, products, and other artifacts which give a society its special aroma in sense, culture of the person in a society For this reason, it is not easy to define its borders because our problem is to understand

influence of culture on behavior of consumers, we define cultures " the sum has learned belief, values and customs, which serve direct consumer behavior of members of the given society faith and values components concern to the saved up feelings and priorities, which people have about "things" and property. More precisely, belief will consist of very much wide range mental or oral applications (for example, " I consider, ____ "), which reflect features of knowledge of the person and an assessment something (other person, shop, the goods, a brand) Values are also belief, however, values differ from, because they answer following criteria (1) They are comparatively less in number (2) They act as a guiding tool for cultural appropriate behavior (3) They are also enduring and difficult to find change (4) They (5) They are difficult to change are not adhered to specific objects or situations which is widely accepted by members of a society Thus, in a broad sense, as values and belief are mental images which mention the broad audience of specific attitudes which, in turn, influences how the person, most likely, to respond in a specific situation. For example, criteria the person uses for an assessment of alternative brands in a category (such, as Samsung from LG), or its possible preference of one of these brands in comparison with others, influence as the person of the general values (perception, that makes quality and value of a country of origin) and specific belief (especially perception of quality of the Swedish manufacture in comparison English electronics appliances). Unlike belief and values, customs are the open form of behavior, which make cultural or approved comprehensible ways of behavior in specific customs situations which will consist of daily or behavior of the subroutine For example, usual consumer behavior, such as addition of sugar and milk in coffee, having put ketchup on hamburgers to put mustard on sausages and, salad after, Instead of before the main thing the course of meal, customs Thus while belief and values of a management for behavior, customs are usual and helps experts in marketing to predict comprehensible ways of behavior and understanding of various cultures of a society of a consumer recognition of production. (Loewenstein, 1996) What is the subculture?

Members of specific culture to the south possess belief, values and customs which distinguish them from other members of the same society. Besides they adheres the majority of dominating cultural belief, values and models of behavior of a society as a whole. Let's define subcultures, how various cultural groups which exists identify a segment in larger and complex societies. Thus, cultural is a structure of a society or the nation is compound of two separate elements (1) unique belief, values and customs are signed by members of specific subculture, (2) or central the basic cultural subject matters which are the general for the majority of the population, irrespective of specific sub-cultural membership. (Rowe, 1992) Communication between culture and Subculture

Above picture simple models of attitudes between two sub-cultural groups (geographical or regional subcultures (from East and the West) and greater culture are presented. As picture it is shown, each subculture has the unique features, but the majority of groups have dominating features of the general English culture. In other words each Brit, substantially, work in English way of life, however, at the same time a member of various subcultures are quite different. Need less to say, that membership in everyone separate subculture will give an own set of specific beliefs, values, attitudes and customs. (Bechara, 1997)

The table above lists typical sub-cultural categories and appropriating examples of specific sub-cultural groups. This list is not settling. Sub cultural analysis allows marketing managers to concentrate attention on significant natural and segments of the market. At carrying out of such analysis, the expert in marketing should define belief, values and the general customs members specific subgroups to make their desirable candidates special attention to marketing. Subcultures, consequently is appropriate divisions of the analysis for research of the market. However these subcultures are dynamic - the various ethnic groups making the population of the UK changes and will continue to change in sizes and economic authority the nearest years. Families and Decision Making Life cycle of family: Individual persons and families as a rule pass through " life cycle: " the simple cycle of a life goes from

For objectives of this discussion, couple maybe or in marriage or simply to involve to live together. Disintegration of illegitimate attitudes with participation of cohabitation is similar equated to divorce. In an actual life this situation, certainly, little bit more difficultly. For example, many couples pass divorce. Then we have one of scripts:

Another variation involves

Here, one parent who assumes responsibility for one or more children cannot form the attitude with other parent of the child. Possesses all possibilities were discussed, we shall receive the following image of family of life cycle:

As a rule, there are two basic subject matters in family of life cycle, in view of significant exception: As the person becomes older, it or it aspires to promote in the career and aspires to receive the greater income (exceptions: a maternity leave, divorce, an output on pension). (Rowe,
1992)

Unfortunately, obligations also tend to an increase eventually (at least, up to hypothecary it has been given in the switched off condition). Family decision-making: Separate members of family often serve various roles in decisionmaking, finally, to use the general resources of family. Some people are information collectors / holders who look for the information on the goods concerning. These peoples often have greater authority because they can selectively pass the information that assists their chosen alternative.

Authorities not finally, have the right to choose between alternatives, but they can make the wishes it is known, specifying for specific products or causing of inconvenient situations if their requirements will not be executed. (Miles, 1994) For making a decision there is an authority to define such questions, as: whether to buy; What product to get (a washing machine or TV?); What brand to buy; Where to buy it, and If for purchase. However it is necessary to note, that a role decision-making, is separately from the buyer. From the point of view of the expert in marketing, it brings some problems as the buyer maybe directed on a point-of-purchase (POP) marketing actions which cannot be directed on the decision maker. (Bechara, 1997) Also we shall note, that distinction between the buyer and decision-making maybe are washed a little bit away: decision-making can specify, which product to buy, but not what brand; the Buyer can make substitutions if the desirable brand is absent in a constitution; the Buyer can ignore instructions (by mistake or intentionally). It is necessary to note, that decisions in families often are exposed to big conflict. The reality is those, that some families, which are rich enough to avoid strong intensity in attitudes between requirements to resources of family. Clashing pressure is especially probable in families with children and / or when only one of spouses works abroad. The situation becomes even more complex, when more sides, such as children or other relatives, participate. Some members of family can resort to various strategy to achieve, one of them is the negotiations, one of members will give something in exchange for another. Other strategy consists in reasoning, trying to receive other person (persons) to accept the opinion by means of logical reasoning. Group Influences People are inherently social animals, and significantly influence against each other.

Useful basis of the analysis of group influence on individual is so-called reference group and occurs because the person uses appropriating groups as the standard of conducting against which compare itself. (Loewenstein, 1996) The reference groups are presented in several various forms. Desirable groups link concerns to those against another which it would be desirable to compare itself. For example, many firms are used by sportsmen on the given subject matter, and they represent that many people, in an ideal would like to be.

Groups Associative links include people whom is more realistic to represent currently individuals equal or nearly so equal-for example, counterparts, neighbors or members of churches, clubs and the organizations. Finally, the dissociative reference group includes people that the person would not like to resemble.

Conclusion It has noted been, in this work, that cultural foundations, social groups, and household structures of all factors which can affect perception of the person of product, services or the companies. All three from them have external influence on consumers and to provide to them a reference point when it is a question of value and belief with which they borrow. The desire to be accepted by contemporaries is motive power that the consumer can collide. The motivation occurs from emotions which the consumer can test, therefore emotions strike root will provide with motive power for consumers to make purchase. Psychological factors play a major part in behavior of consumers. These factors will help managers of marketing to understand behavior of consumers and to involve strategy on an increase of their sales. Consumption of factors which change when a question of life cycle of family is includes a number of people in family, in the age of members of family, and number of the adults. The structure of consumption will change because can be

more people to buy. External factors refer to external, because they of external influences. External influences comes from the outside and do not concern to internal or psychological influence of the consumer.

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