Biological Aspects in Consumer Behaviour

Author: L. Srinivasan, D. Ramkumar and S. Dhinesh Babu

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Abstract

Understanding consumer behaviour is crucial for developing effective marketing strategies. Traditionally, this understanding has been grounded in psychological and socio-cultural factors. However, recent research highlights the significant role of biological constructs in shaping consumer preferences and decisions. This article explores three primary biological constructs influencing consumer behaviour: genetic predispositions, neurobiological processes, and physiological responses. Genetic predispositions impact individual preferences and behaviours, with studies showing strong heritable influences on activities such as mobile phone usage and consumer preferences. Neurobiological processes, explored through techniques like fMRI, provide insights into how the brain processes marketing stimuli, leading to more targeted marketing strategies. Physiological responses, such as variations in heart rate and pupil dilation, reveal subconscious consumer reactions, enabling marketers to gauge emotional impact more accurately. Integrating these biological constructs into marketing strategies offers a holistic understanding of consumer behaviour, enhancing the effectiveness of marketing efforts and driving consumer decision-making.

Keywords

Consumer behaviour, biology, genetic predispositions, neurobiological influences and personalised responses

Conclusion

Integrating genetic predispositions, neurobiological processes, and physiological responses into the study of consumer behaviour represents a significant advancement in the field. These biological constructs provide a deeper and more nuanced understanding of consumer behaviour, challenging traditional views that primarily emphasize cultural and environmental factors. By considering genetic influences, marketers can better predict and influence consumer preferences and decisions. Neurobiological insights reveal the cognitive and emotional mechanisms underlying decision-making, allowing for more precise and effective marketing strategies. Physiological responses offer real-time data on consumer reactions, capturing subconscious and involuntary reactions that traditional feedback methods might miss. This comprehensive approach enables marketers to align their strategies more closely with the subconscious drivers of consumer behaviour, ultimately enhancing brand loyalty and driving sales. Leveraging these biological insights will lead to more effective and targeted marketing efforts, providing a competitive edge in understanding and influencing consumer behaviour

References

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How to cite this article

L. Srinivasan, D. Ramkumar and S. Dhinesh Babu (2023). Biological Aspects in Consumer Behaviour. Biological Forum – An International Journal, 15(4): 1024-1027.