Circle Of Trust The Reflection On Customer Behavior

Published Date: 02 Nov 2017

Class: Strategic Marketing Management - 6661

Time: Monday, 5:30 pm to 8:15 pm

Subj.: Academic Paper

Circle of Trust and the Reflection on Customer Behavior

"Good is NOT Good when Better is Expected" – Thomas Fuller

That’s all what we think about when purchasing a product or staying in turn to receive any kind of services, even if the customer care in this company is amazing for most of the people who recommend it for us, we are still waiting for the best of their care as if we are the only customers. "That is my right" from my perspective as a consumer at the same time if I tried to put myself in the business owner’s shoes I will see this from his point of view and I will know by heart that this business owner is trying to let me trust his business to an endless extent. And, that’s exactly the conclusion I’ve had from one of the Indian restaurant’s managers in Dothan, AL, when I asked him about the impact of the consumer trust on his business. He answered: "Since, our customer satisfaction is our highest priority; therefore, we have to occupy even a minor area in his circle of trust to guarantee that he is coming back."

Objective and purpose:

The study and analysis of consumer trust and the reflection of this trust on his behavior is one of the most important marketing activities in the organization, and created by developments periphery due to intense competition and widening the size and type of alternatives available to consumers on the one hand, and change and diversity needs and desires on the other hand, are becoming imposes the organization need to excellence in its products both in terms of quality or price or method of advertising or distribution. In conformity with the consumer potential financial position and the permanence of acquisition , that can be the institution of growth and survival, as turned production policies of the institutions of the concept of selling.

Model /framework/ paradigm:

Summary of the article and conclusions:

Central Preposition:

Reality evaluation:

It can be produced to a new concept based on the consumer as the master of the market according to the so-called production what may be sold, and this is only possible through the marketing activity is based on the study of consumer behavior and the overall conditions and factors affecting and specific preferences and patterns of consumer, through investigation and surveillance continued to overall behavior and opinions about what raises him and what he wants and wishes to get it. 

Study First: consumer behavior 

definition consumer behavior: 

Before addressing the definition of consumer behavior we must first determine what is meant by the consumer and who knows that he: "The person who Order or has the ability to purchase goods and services offered for sale, in order to satisfy the needs and desires of personal or family. " And understood from this definition that everyone is a consumer, so that is fundamental motivation for this is to satisfy his needs and desires by what is available and is available on the one hand, and by its potential and abilities purchasing the other hand. 

As consumer behavior has made ​​him many definitions , among others, the following: 

- by Mohamed Ibrahim Obeidat realizes consumer behavior as: "conduct that highlighted in the search for consumer purchase or use of goods, services and ideas, and which is expected to be ستشبع desires or needs by purchasing capabilities available."

- by Mohammed Saleh, the muezzin, the consumer behavior is defined as: "All acts and conduct direct and indirect, by the consumers in order to obtain a good or service in a particular place and at a specific time." 

- by Mohamed Abdel Salam Abu cranium is defined behavior consumer as: "a mental activities and muscle related to the evaluation process and differentiation and access to goods, services and ideas and how to use them." 

external environmental factors for the consumer: 

These factors include environmental externalities that affect the consumer and include influences of civilization and cultural influences social The effects attitudinal and influences marketing. 

influence society's culture on consumer behavior: 

that each community culture and civilization nature its own and this culture is formed over hundreds of years and constitute his personality compared to other societies culture and civilization of society is a set of values, customs and traditions and beliefs, and civilization is composed of two elements, one abstract or moral and is in the core values ​​of the society and its customs and traditions and beliefs and other component material is material product for members of the community and lead continuous interaction between society and the individual to form preferences of the individual purchasing power and consumer manner consistent with the core values ​​of society Vtthdd accordingly types of products that allows community bought and consumed, and enjoy these values core of the community Balalzam where no one individual can neutralize them, for example, there are some communities that allow them to civilization eating dog meat and pork also allow some communities to eat meat fish alive or eating frogs, and these behaviors are unacceptable in other communities, especially Muslim societies because their values substance does not acknowledge that does not allow it, must therefore marketing representatives who plan to sell their products in the international market to conform their programs and their products with the values ​​and traditions of foreign communities and not inconsistent with Vtfhl and cause in the province of foreign customers for their goods. Thus we see that society's values, beliefs and customs and traditions in the general conduct of its members constitute behavior SPV and consumer of several aspects including: 

1 Determine structure consumer and philosophy consumer: the culture of the community determine the form and philosophy consumption for its members through the values ​​and beliefs of its constituent. For example, concentrated philosophy consumption in Western societies about material well-being and aimed to maximize the consumption Alastmtaaa in the world, while minimizing philosophy consumer in Islamic societies exaggeration to indulge in enjoying material and demanding individual to maintain a balance between the physical and the spiritual side of life. 

2 Determine the quality of products sold within communities: depriving the Islamic culture eg consumption of certain nutrients or trade of blood and pork and alcohol as deprive Hindu culture slaughtering cattle and eat it. 

3 Determine culture of the reasons why the purchase: Consumers buy products depending on the culture of their communities for reasons including: 

belief consumers that the product or service purchased will function better performance. 

purchase item for its form and its picture and sold it. 

purchase item for meaning symbolic, such as a link some dishes religious events and national community 

impact social classes on consumer behavior: 

God created different people in the fortunes and wealth, people divided into different social classes in all societies, enjoying members of the upper class with wealth and higher educational level social centers are better than those enjoyed by members of the middle and lower classes. And affect social class to which the individual belongs on consumer behavior and purchasing and direction. The rules and standards that govern the behavior of individuals belonging to a certain social class affect the types and prices of goods and services they buy. It can measure the social classes of consumers in several ways, including what depends on the judgment of individuals (estimate individual class social belongs is to or appreciation for the layer social belongs to others) and which depends on objective criteria such as social and economic characteristics of individuals. 

passing prepare marketing strategy for social classes four steps is to determine the relationship between the social status of the individual and consumption of the product. And determine social class target, and design competitive position of the product and prepare marketing mix right. 

impact family on consumer behavior: 

cares managers marketing studies the impact of family on consumer behavior, there many products are purchased for household consumption as the individuals affected by the opinions and tips rest of the family in their purchasing decisions and divides Author family into three types: 

the nuclear family: which consists of father, mother or only father, mother and children and all living in the same dwelling. 

extended family: include extended family nuclear family as well as some relatives Kalojaddad or uncles or aunts or aunts and their children and their children and their daughters. 

unity living: It consists of a single individual or several individuals living under one roof of relatives or non-relatives for example, may include the unit living nuclear family members or extended family as well as some workers at home, such as driver and cook and Dipset. 

has focused the attention of researchers on the impact of Both wife and husband on the decision-making process of purchasing and consumer 

and found that there are four decisions that are taken within the family: 

decisions tend pair taken. 

decisions overcome wife to take. 

joint decisions. 

individual decisions. 

depends relative influence of each of the spouses to make decisions on several factors including the type of item or service purchased and the philosophy of the family about the role of each spouse in making a buying decision. And influenced by the consumption pattern of the family changes incident in the lives of families as a result of the growing proportion of working wives. Children also influence family purchasing decisions depending on the age of the child himself. In general affected Alsuk consumer purchasing family by type of household size and characteristics of demographic and social status and style of living and the size of domestic production has also affected this behavior a number of other social factors such as degree of family cohesion and degree of adaptation family with the environment and the nature of communications circuit between its members. 

topic second: the importance of study consumer behavior 

importance of studying consumer behavior for the organization 

that study consumer behavior very important activity within the organization, doing marketing and management in order to achieve a number of objectives for the same consumer on the one hand, and the organization on the other. Where we summarize the importance and benefits of studying consumer behavior for the organization in the following: 

- The study of consumer behavior and knowledge needs and desires helps the organization in the design of their products so as to ensure acceptance of consumers, which leads to increased rates of acquisition, and is what leads to the lifting sales volume and thereby increase revenues, enabling it to survive and continue. The more the organization is aware of and understand including touring and surrounded Bmsthlkaha were better able to approach them for their service and to satisfy their needs and desires to achieve its goals and objectives both. 

- The concept catalog talk based on the idea that the consumer is the starting point and end in the marketing process, as the previous marketing philosophies (productivity and sales) are proven failures and shortcomings with the passage of time, and this is due to neglect of the study of the behavior and actions of the consumer and focus on the nature of the products and how to sell them, as many of the organizations that have adopted the following philosophies could not withstand competition due to the lack of link between them and their markets and represented mainly in the study of consumer behavior. So must the organization wishing to succeed that seeks to create marketing activities are based on the analysis of consumer behavior to fit and adapt in a way serving the interests of the institution and achieve its objectives, especially in the long term. 

- The study of consumer behavior may exhibit organized to discover new market opportunities, and this By researching the needs and desires of unsaturated and modern consumers, and investment in helping the organization to diversify its products to raise their competitiveness and increase market share, and is what ensures its growth and expansion. 

- The study of consumer behavior and knowledge of its purchasing helps the organization 's policies Altsaria, as the organization are the ones that can provide goods and services saturation wishes consumers within Amknyatem purchasing, many products fail in the market and this despite the need consumers have, not a defect in which only because they are not fit and capabilities consumers purchasing because of the limited entry. 

- The study of consumer behavior helps the organization's policies promotions, it is through knowledge of the tastes and preferences of consumers marketing management determines the appropriate promotional mix aims to influence them and persuade them to consume their products. For example, through the study of the behavior of a class of consumers and to not youth sports show for one of enterprises producing sportswear they are very careful to follow PBS athlete specific, it is appropriate here that this organization put advertisements within this particular program to ensure his arrival to the largest possible number of them, and to increase the influence them based organization contracted with sports figure beloved they have to play the performance of this Declaration, which makes policy promotional organization more effective and able to access and persuasion because it started from the study of consumer behavior and preferences of different. 

- The study of consumer behavior is critical in identifying the ports distributional products organization, Vboistth can, find out the whereabouts and focused consumers, which help in drawing plans distributive either relying on POS own and focus on personal sales and salesmen for direct contact consumer and see his reaction and behavior SPV or Depending on the brokers and agents of the wholesale and retail or other methods of communication is direct consumer, which is dependent on the efficiency of intermediaries in influencing the purchasing behavior of the consumer. 

- The study of consumer behavior will enable the organization to analyze their markets and to identify the targeted sectors, as they help them study habits and motivations purchase carefully to consumers, which led to an accurate knowledge of who is Msthlkha, and how and when and why buy, and what are the factors and conditions that affect the behavior and the decision to SPV. 

- The study and analysis of consumer behavior Can the organization to evaluate its performance catalog, and help them to identify the strengths and weaknesses within it, it is through knowledge of consumer opinion about the product and the way in which it was submitted that the Organization of treatment marketing either to preserve the product and continue to offer and display, or modify it or the way in which feet, or canceled altogether. All this is based on opinion and consumer desire as Faisal in the marketing process. 

these series of points that highlight the importance and usefulness of the study of consumer behavior in the marketing activity of the organization, which imposes the need for attention to activities that reaching it and most important of marketing research 

importance of studying consumer behavior for the family and community: 

studies show that consumer behavior of individuals and families in identifying or exposure to all the information and data that will help them in the best choice for the goods or services offered, according to their potential purchasing preferences and tastes. 

highlights importance and great benefit to study consumer behavior at the level of the family, where you may be able influential purchasing decision in the family make all the necessary analyzes of the strengths and weaknesses of various alternatives commodity or service available and to choose alternative or brand of product or service that achieve the highest possible satisfaction of the family. As reported also study consumer behavior in scheduling marketing best for the family and places marketing most desirability and by social class to the buyer of the consumer. 

requirement Third: methods for studying the behavior of the consumer 

first: personal interview depth: 

summed up the way the interview in-depth do one expert holding a personal interview with a long Each member of the selected sample separately to discuss and clarify the opinion of the individual in specific marketing Mowoda. This is similar to type personal interviews يجربها Interior psychology clinical and psychiatrists in terms of being without a specific structure, where the researcher threw a number of questions on the consumer and encourages prolongation in answer and explain his point of view and the debate between the two under the guidance of the researcher to detect motives purchasing the individual . 

and need a personal interview in-depth long time may extend to two hours or more, and plays researcher vital role in the success it must be a high degree of training and skill; even encourages consumers to speak freely without affecting him or from time to time to respond to questions and to expand his answer using clarifying questions similar to the following questions: 

1. Can you tell me extensively about it. 

2. Can you give me an example? 

3. Why do you say that? 

advantages and disadvantages of the personal interview depth: 

characterized by personal interview depth some advantages and some disadvantages, one hand seeks a researcher to get the information you care about and still encourages the consumer to Alfdla them even get them in the end, but on the other hand maligned this way they expensive and uneconomical, especially since this type of interviews should be repeated with several Meshlkin and perhaps needs to be replicated with the same consumer more than once, in addition to the need for the researcher highly skilled interviewer, as well, we find that the success of the interview depends to a large extent on the skill of the researcher; Because itinerary interview be under his guidance. Finally, there is another problem of trying to differentiate between surface reactions between the consumer and the unconscious motivations, The analysis and interpretation of data obtained by the researcher are largely to his personal opinion; making it difficult to determine the true explanation of the motives of the consumer. To address these problems turn many marketing managers to approach interviews focus group as an alternative to obtain the required information while avoiding most of those difficulties. 

At the level of the Saudi market method can be used personal interview depth successfully in the study of motives purchasing personnel within Saudi society provided that are arranged meeting Profile between the researcher and the consumer through a third party chance to know both personal knowledge in order to establish trust between them.interview focus group: The interview focus group or focus groups of more methods qualitative research prevalent nowadays and which focuses participants in the debate on the topic of marketing given under the supervision of a person special training coach. Some companies specializing in marketing research conducted this type of interviews periodically with groups of Arab consumers in both the Gulf and North African in favor of some producers; in order to explore the beliefs and motives of Arab consumers on a number of goods to services and to identify their views and attitudes psychological like. consists group the one in this type of interviews of eight to ten members, and sometimes more than that to decrease slightly, although the selection process consumers to participate in the interview conducted in a manner is likely only to desire a researcher at the representation of the research community to make it selected to match their specifications with specifications society Find as much as possible; so that their views and attitudes and preferences is representative of the trends, tendencies and views of the original community. And is often interviewed for groups of multiple consumers resemble the qualities society original research (ie, the target market for Cherkkh Almtnjh) do not rely company on the results obtained from the interview only one set. takes into account the organization of these groups to be the degree of homogeneity high among members of each group in terms of economic and social characteristics; even shared by all its members equally in the discussion without Asert to debate a limited number of individuals, it is noticeable for example that if the group included one individuals vary educational levels or positions social greatly inclined individuals with higher education or place of social high to talk most of the time while distancing individuals with education at least, or social centers minimum to participate in talk or give their views on the subject under discussion. manages discussion session someone well trained knows the name of the mediator (Moderator) and summed up its key role in the presentation in question and the leadership and guidance of the discussions within the meeting , and encourage all members of the group to participate in the conversation with containment debate and correct its course in a way the bug and polite if branched conversations and participants came from the main topic on Mowodat other completed it, and perhaps this attribute of the most important differences between interviews focus group, and what has been termed the sessions of brainstorming that are not bounded any extent in terms of the direction it is taking the discussions or the quality of ideas and topics raised by individuals during the debate. considers interviews focus group methods of qualitative research Ala_i_kavih, and held sometimes in order to get suggestions participants about ideas, and modern concepts for new products, filter and modify those ideas and then re-tested with other focus groups that concept or idea examines new product perfectly acceptable by the participants in the interview and enforceable. advantages and disadvantages of focus group interviews: Overall advantages can be summarized focus group interviews are as follows: 1. Where we summarize the importance and benefits of studying consumer behavior for the organization in the following: - The study of consumer behavior and knowledge needs and desires helps the organization in the design of their products so as to ensure acceptance of consumers, which leads to increased rates of acquisition, and is what leads to the lifting sales volume and thereby increase revenues, enabling it to survive and continue.The more the organization is aware of and understand including touring and surrounded Bmsthlkaha were better able to approach them for their service and to satisfy their needs and desires to achieve its goals and objectives both. - The concept catalog talk based on the idea that the consumer is the starting point and end in the marketing process, as the previous marketing philosophies (productivity and sales) are proven failures and shortcomings with the passage of time, and this is due to neglect of the study of the behavior and actions of the consumer and focus on the nature of the products and how to sell them, as many of the organizations that have adopted the following philosophies could not withstand competition due to the lack of link between them and their markets and represented mainly in the study of consumer behavior. So must the organization wishing to succeed that seeks to create marketing activities are based on the analysis of consumer behavior to fit and adapt in a way serving the interests of the institution and achieve its objectives, especially in the long term. - The study of consumer behavior may exhibit organized to discover new market opportunities, and this By researching the needs and desires of unsaturated and modern consumers, and investment in helping the organization to diversify its products to raise their competitiveness and increase market share, and is what ensures its growth and expansion. - The study of consumer behavior and knowledge of its purchasing helps the organization 's policies Altsaria, as the organization are the ones that can provide goods and services saturation wishes consumers within Amknyatem purchasing, many products fail in the market and this despite the need consumers have, not a defect in which only because they are not fit and capabilities consumers purchasing because of the limited entry. - The study of consumer behavior helps the organization's policies promotions, it is through knowledge of the tastes and preferences of consumers marketing management determines the appropriate promotional mix aims to influence them and persuade them to consume their products. For example, through the study of the behavior of a class of consumers and to not youth sports show for one of enterprises producing sportswear they are very careful to follow PBS athlete specific, it is appropriate here that this organization put advertisements within this particular program to ensure his arrival to the largest possible number of them, and to increase the influence them based organization contracted with sports figure beloved they have to play the performance of this Declaration, which makes policy promotional organization more effective and able to access and persuasion because it started from the study of consumer behavior and preferences of different. - The study of consumer behavior is critical in identifying the ports distributional products organization, Vboistth can, find out the whereabouts and focused consumers, which help in drawing plans distributive either relying on POS own and focus on personal sales and salesmen for direct contact consumer and see his reaction and behavior SPV or Depending on the brokers and agents of the wholesale and retail or other methods of communication is direct consumer, which is dependent on the efficiency of intermediaries in influencing the purchasing behavior of the consumer. - The study of consumer behavior will enable the organization to analyze their markets and to identify the targeted sectors, as they help them study habits and motivations purchase carefully to consumers, which led to an accurate knowledge of who is Msthlkha, and how and when and why buy, and what are the factors and conditions that affect the behavior and the decision to SPV. - The study and analysis of consumer behavior Can the organization to evaluate its performance catalog, and help them to identify the strengths and weaknesses within it, it is through knowledge of consumer opinion about the product and the way in which it was submitted that the Organization of treatment marketing either to preserve the product and continue to offer and display, or modify it or the way in which feet, or canceled altogether. All this is based on opinion and consumer desire as Faisal in the marketing process. these series of points that highlight the importance and usefulness of the study of consumer behavior in the marketing activity of the organization, which imposes the need for attention to activities that reaching it and most important of marketing research importance of studying consumer behavior for the family and community: studies show that consumer behavior of individuals and families in identifying or exposure to all the information and data that will help them in the best choice for the goods or services offered, according to their potential purchasing preferences and tastes. highlights importance and great benefit to study consumer behavior at the level of the family, where you may be able influential purchasing decision in the family make all the necessary analyzes of the strengths and weaknesses of various alternatives commodity or service available and to choose alternative or brand of product or service that achieve the highest possible satisfaction of the family. As reported also study consumer behavior in scheduling marketing best for the family and places marketing most desirability and by social class to the buyer of the consumer. requirement Third: methods for studying the behavior of the consumer first: personal interview depth: summed up the way the interview in-depth do one expert holding a personal interview with a long Each member of the selected sample separately to discuss and clarify the opinion of the individual in specific marketing Mowoda. This is similar to type personal interviews يجربها Interior psychology clinical and psychiatrists in terms of being without a specific structure, where the researcher threw a number of questions on the consumer and encourages prolongation in answer and explain his point of view and the debate between the two under the guidance of the researcher to detect motives purchasing the individual . and need a personal interview in-depth long time may extend to two hours or more, and plays researcher vital role in the success it must be a high degree of training and skill; even encourages consumers to speak freely without affecting him or from time to time to respond to questions and to expand his answer using clarifying questions similar to the following questions: 1. Can you tell me extensively about it. 2. Can you give me an example? 3. Why do you say that? advantages and disadvantages of the personal interview depth: characterized by personal interview depth some advantages and some disadvantages, one hand seeks a researcher to get the information you care about and still encourages the consumer to Alfdla them even get them in the end, but on the other hand maligned this way they expensive and uneconomical, especially since this type of interviews should be repeated with several Meshlkin and perhaps needs to be replicated with the same consumer more than once, in addition to the need for the researcher highly skilled interviewer, as well, we find that the success of the interview depends to a large extent on the skill of the researcher; Because itinerary interview be under his guidance. Finally, there is another problem of trying to differentiate between surface reactions between the consumer and the unconscious motivations, The analysis and interpretation of data obtained by the researcher are largely to his personal opinion; making it difficult to determine the true explanation of the motives of the consumer. To address these problems turn many marketing managers to approach interviews focus group as an alternative to obtain the required information while avoiding most of those difficulties. At the level of the Saudi market method can be used personal interview depth successfully in the study of motives purchasing personnel within Saudi society provided that are arranged meeting Profile between the researcher and the consumer through a third party chance to know both personal knowledge in order to establish trust between them. interview focus group: The interview focus group or focus groups of more methods qualitative research prevalent nowadays and which focuses participants in the debate on the topic of marketing given under the supervision of a person special training coach. Some companies specializing in marketing research conducted this type of interviews periodically with groups of Arab consumers in both the Gulf and North African in favor of some producers; in order to explore the beliefs and motives of Arab consumers on a number of goods to services and to identify their views and attitudes psychological like. consists group the one in this type of interviews of eight to ten members, and sometimes more than that to decrease slightly, although the selection process consumers to participate in the interview conducted in a manner is likely only to desire a researcher at the representation of the research community to make it selected to match their specifications with specifications society Find as much as possible; so that their views and attitudes and preferences is representative of the trends, tendencies and views of the original community. And is often interviewed for groups of multiple consumers resemble the qualities society original research (ie, the target market for Cherkkh Almtnjh) do not rely company on the results obtained from the interview only one set. takes into account the organization of these groups to be the degree of homogeneity high among members of each group in terms of economic and social characteristics; even shared by all its members equally in the discussion without Asert to debate a limited number of individuals, it is noticeable for example that if the group included one individuals vary educational levels or positions social greatly inclined individuals with higher education or place of social high to talk most of the time while distancing individuals with education at least, or social centers minimum to participate in talk or give their views on the subject under discussion. manages discussion session someone well trained knows the name of the mediator (Moderator) and summed up its key role in the presentation in question and the leadership and guidance of the discussions within the meeting , and encourage all members of the group to participate in the conversation with containment debate and correct its course in a way the bug and polite if branched conversations and participants came from the main topic on Mowodat other completed it, and perhaps this attribute of the most important differences between interviews focus group, and what has been termed the sessions of brainstorming that are not bounded any extent in terms of the direction it is taking the discussions or the quality of ideas and topics raised by individuals during the debate. considers interviews focus group methods of qualitative research Ala_i_kavih, and held sometimes in order to get suggestions participants about ideas, and modern concepts for new products, filter and modify those ideas and then re-tested with other focus groups that concept or idea examines new product perfectly acceptable by the participants in the interview and enforceable. advantages and disadvantages of focus group interviews: Overall advantages can be summarized focus group interviews are as follows: 1. Get more information abundance: lead the joint efforts of the group and the interaction between its members to get how much of the information, ideas and insights greater than the sum of individual opinions of discussion Lmcharkin. 2. The ability to generate new ideas: there is a greater likelihood of the case group interviews compared individual interviews to ask some valuable ideas, and that are developed and refined in the marketing manager can benefit from them. 3. Information quickly doubled: comment often leads one of the individuals within the group to a series of responses on the part of other individuals. 4. And an incentive to participate: After the brief submitted the researcher begins the interview participants often wish to express their feelings and present their ideas in front of others, the more Ahtmamanmm the subject of debate. 5. Feeling subscribers safe: in the case of the group that are picked carefully to find the individual form of comfort in similarity feeling with feelings of others in his presentation of his ideas without having to defend it or explain its causes, and in such cases tends individual to be more explicit in his speech: that the focus be usually on the group and not the individual, and he quickly finds that what he says is not necessarily linked to his person.6. Automatic answer: usually response of the individual in the collective interview spontaneous and unconventional; due to the lack compel any individual to respond to any question posed to an inscription, and may reflect answer Altqaúah person's position on the matter at hand more accurately. It is observed in the collective interviews that people speak only when they have a certain feeling and opinion on the matter at hand and not just because there is a question needs to be answered. 7.Specialization allow collective interview using highly trained mediator to manage the interview thus achieving economies of scale and reduce the cost. 8. Examination and Altmaha allow corresponding collective greater degree of scrutiny from many aspects, on the one hand can be a number of observers note what is happening in the interview and they sit in another room through a mirror double, thus ensuring some sort of consistency in the interpretation of the results, on the other hand can be recorded interview sound only or video and audio, which helps to re-examine the details of the interview later, and overcome the differences that may arise about the truth of what was said and what happened already. 9. Control to topic: provide the corresponding collective greater control over the topics of the dialogue and the degree of in-depth discussion compared against individual, Valqaúm interviewer is usually one of the participants, and therefore available to him an opportunity to reopen the debate on the issues that have not received adequate treatment at the beginning of view. 10 .Speed ​​in delivery: consequent corresponding collective achievement required sooner than if it was individual interviews with members of the group, فالمقابلة focus group takes almost two hours to complete, so researcher can complete interviews mass graves in one day with twenty consumer, while needed from the researcher to several days to complete the same number of interviews in the case of the corresponding individual depth. can be summarized defects Interviews groups concentrated as follows: 1 - interpretation is substantive results: suffering this method research from the same defects methods qualitative research in general and the most important that the interpretation of the results may vary from researcher to another, and often What is this interpretation is not objective; because it is not based on standards or tests a specific amount, but depends on the experience of the researcher and his personal opinion and his ability to infer events and link them together. 2 - The presence broker weak: possibly impose a participant in the interview himself on the set, and controlled by the If there is an intermediary weak, encouraging him to talk all the time or most of the depriving others from talking, and this leads undoubtedly to abnormal findings and not representative of the majority opinion. 3 - Joe interview: may not hold hearings into the atmosphere naturally habituated by individuals which affects the accuracy in their answers. 4 - different collective decision on the individual decision: may not be reflected corresponding collective views of the individual and its decisions correctly; as decision-making process between the individual and the same is not the same process if carried out through the group there - for example - Dalalil indicate that the group tends to accept a higher degree of risk when making their decision compared the resolution singles, so results are given by the corresponding collective may reflect a degree of risk is higher than the degree to which you may accept the individual and if made ​​up his mind between him and himself away from the group. 5 - use the results as a final solution to the problem of search: used some businesses results of interviews group intensive basis for developing a final solution to the problem of search without following these interviews research other more accurate and wider, and it is known that here method research confined to being a kind of exploratory research is not research the final. Conclusion: cares managers Marketing studying the motives of purchase; because stimulate consumers to buy is a key objective of the efforts of marketing, but the motives purchase can not be observed with the naked eye, and Yemen conclusion behavior resulting only, however, that effort to understand those motives useful in interpreting patterns purchasing behavior of individuals and families In highlighting the origins, evolution and recurrence. are measured motivation using three methods belong to the research methods qualitative or qualitative, are: personal interview depth, interviews focus group (or focus groups), has discussed all and gave some examples of their uses, as we discussed advantages The flaws in detail. Bibliography: Books d. Mohammad Obeidat - consumer behavior - First Edition - 1995 - the future of publishing and distribution. d. Ahmed Ali Suleiman - consumer behavior between theory and practice - 2000. d. Hamad Ali Suleiman - Consumer Behavior Where we summarize the importance and benefits of studying consumer behavior for the organization in the following: - The study of consumer behavior and knowledge needs and desires helps the organization in the design of their products so as to ensure acceptance of consumers, which leads to increased rates of acquisition, and is what leads to the lifting sales volume and thereby increase revenues, enabling it to survive and continue.The more the organization is aware of and understand including touring and surrounded Bmsthlkaha were better able to approach them for their service and to satisfy their needs and desires to achieve its goals and objectives both. - The concept catalog talk based on the idea that the consumer is the starting point and end in the marketing process, as the previous marketing philosophies (productivity and sales) are proven failures and shortcomings with the passage of time, and this is due to neglect of the study of the behavior and actions of the consumer and focus on the nature of the products and how to sell them, as many of the organizations that have adopted the following philosophies could not withstand competition due to the lack of link between them and their markets and represented mainly in the study of consumer behavior. So must the organization wishing to succeed that seeks to create marketing activities are based on the analysis of consumer behavior to fit and adapt in a way serving the interests of the institution and achieve its objectives, especially in the long term. - The study of consumer behavior may exhibit organized to discover new market opportunities, and this By researching the needs and desires of unsaturated and modern consumers, and investment in helping the organization to diversify its products to raise their competitiveness and increase market share, and is what ensures its growth and expansion. - The study of consumer behavior and knowledge of its purchasing helps the organization 's policies Altsaria, as the organization are the ones that can provide goods and services saturation wishes consumers within Amknyatem purchasing, many products fail in the market and this despite the need consumers have, not a defect in which only because they are not fit and capabilities consumers purchasing because of the limited entry. - The study of consumer behavior helps the organization's policies promotions, it is through knowledge of the tastes and preferences of consumers marketing management determines the appropriate promotional mix aims to influence them and persuade them to consume their products. For example, through the study of the behavior of a class of consumers and to not youth sports show for one of enterprises producing sportswear they are very careful to follow PBS athlete specific, it is appropriate here that this organization put advertisements within this particular program to ensure his arrival to the largest possible number of them, and to increase the influence them based organization contracted with sports figure beloved they have to play the performance of this Declaration, which makes policy promotional organization more effective and able to access and persuasion because it started from the study of consumer behavior and preferences of different. - The study of consumer behavior is critical in identifying the ports distributional products organization, Vboistth can, find out the whereabouts and focused consumers, which help in drawing plans distributive either relying on POS own and focus on personal sales and salesmen for direct contact consumer and see his reaction and behavior SPV or Depending on the brokers and agents of the wholesale and retail or other methods of communication is direct consumer, which is dependent on the efficiency of intermediaries in influencing the purchasing behavior of the consumer. - The study of consumer behavior will enable the organization to analyze their markets and to identify the targeted sectors, as they help them study habits and motivations purchase carefully to consumers, which led to an accurate knowledge of who is Msthlkha, and how and when and why buy, and what are the factors and conditions that affect the behavior and the decision to SPV. - The study and analysis of consumer behavior Can the organization to evaluate its performance catalog, and help them to identify the strengths and weaknesses within it, it is through knowledge of consumer opinion about the product and the way in which it was submitted that the Organization of treatment marketing either to preserve the product and continue to offer and display, or modify it or the way in which feet, or canceled altogether. All this is based on opinion and consumer desire as Faisal in the marketing process. these series of points that highlight the importance and usefulness of the study of consumer behavior in the marketing activity of the organization, which imposes the need for attention to activities that reaching it and most important of marketing research importance of studying consumer behavior for the family and community: studies show that consumer behavior of individuals and families in identifying or exposure to all the information and data that will help them in the best choice for the goods or services offered, according to their potential purchasing preferences and tastes. highlights importance and great benefit to study consumer behavior at the level of the family, where you may be able influential purchasing decision in the family make all the necessary analyzes of the strengths and weaknesses of various alternatives commodity or service available and to choose alternative or brand of product or service that achieve the highest possible satisfaction of the family. As reported also study consumer behavior in scheduling marketing best for the family and places marketing most desirability and by social class to the buyer of the consumer. requirement Third: methods for studying the behavior of the consumer first: personal interview depth: summed up the way the interview in-depth do one expert holding a personal interview with a long Each member of the selected sample separately to discuss and clarify the opinion of the individual in specific marketing Mowoda. This is similar to type personal interviews يجربها Interior psychology clinical and psychiatrists in terms of being without a specific structure, where the researcher threw a number of questions on the consumer and encourages prolongation in answer and explain his point of view and the debate between the two under the guidance of the researcher to detect motives purchasing the individual . and need a personal interview in-depth long time may extend to two hours or more, and plays researcher vital role in the success it must be a high degree of training and skill; even encourages consumers to speak freely without affecting him or from time to time to respond to questions and to expand his answer using clarifying questions similar to the following questions: 1. Can you tell me extensively about it. 2. Can you give me an example? 3. Why do you say that? advantages and disadvantages of the personal interview depth: characterized by personal interview depth some advantages and some disadvantages, one hand seeks a researcher to get the information you care about and still encourages the consumer to Alfdla them even get them in the end, but on the other hand maligned this way they expensive and uneconomical, especially since this type of interviews should be repeated with several Meshlkin and perhaps needs to be replicated with the same consumer more than once, in addition to the need for the researcher highly skilled interviewer, as well, we find that the success of the interview depends to a large extent on the skill of the researcher; Because itinerary interview be under his guidance. Finally, there is another problem of trying to differentiate between surface reactions between the consumer and the unconscious motivations, The analysis and interpretation of data obtained by the researcher are largely to his personal opinion; making it difficult to determine the true explanation of the motives of the consumer. To address these problems turn many marketing managers to approach interviews focus group as an alternative to obtain the required information while avoiding most of those difficulties. At the level of the Saudi market method can be used personal interview depth successfully in the study of motives purchasing personnel within Saudi society provided that are arranged meeting Profile between the researcher and the consumer through a third party chance to know both personal knowledge in order to establish trust between them. interview focus group: The interview focus group or focus groups of more methods qualitative research prevalent nowadays and which focuses participants in the debate on the topic of marketing given under the supervision of a person special training coach. Some companies specializing in marketing research conducted this type of interviews periodically with groups of Arab consumers in both the Gulf and North African in favor of some producers; in order to explore the beliefs and motives of Arab consumers on a number of goods to services and to identify their views and attitudes psychological like. consists group the one in this type of interviews of eight to ten members, and sometimes more than that to decrease slightly, although the selection process consumers to participate in the interview conducted in a manner is likely only to desire a researcher at the representation of the research community to make it selected to match their specifications with specifications society Find as much as possible; so that their views and attitudes and preferences is representative of the trends, tendencies and views of the original community. And is often interviewed for groups of multiple consumers resemble the qualities society original research (ie, the target market for Cherkkh Almtnjh) do not rely company on the results obtained from the interview only one set. takes into account the organization of these groups to be the degree of homogeneity high among members of each group in terms of economic and social characteristics; even shared by all its members equally in the discussion without Asert to debate a limited number of individuals, it is noticeable for example that if the group included one individuals vary educational levels or positions social greatly inclined individuals with higher education or place of social high to talk most of the time while distancing individuals with education at least, or social centers minimum to participate in talk or give their views on the subject under discussion. manages discussion session someone well trained knows the name of the mediator (Moderator) and summed up its key role in the presentation in question and the leadership and guidance of the discussions within the meeting , and encourage all members of the group to participate in the conversation with containment debate and correct its course in a way the bug and polite if branched conversations and participants came from the main topic on Mowodat other completed it, and perhaps this attribute of the most important differences between interviews focus group, and what has been termed the sessions of brainstorming that are not bounded any extent in terms of the direction it is taking the discussions or the quality of ideas and topics raised by individuals during the debate. considers interviews focus group methods of qualitative research Ala_i_kavih, and held sometimes in order to get suggestions participants about ideas, and modern concepts for new products, filter and modify those ideas and then re-tested with other focus groups that concept or idea examines new product perfectly acceptable by the participants in the interview and enforceable. advantages and disadvantages of focus group interviews: Overall advantages can be summarized focus group interviews are as follows: 1. Get more information abundance: lead the joint efforts of the group and the interaction between its members to get how much of the information, ideas and insights greater than the sum of individual opinions of discussion Lmcharkin. 2. The ability to generate new ideas: there is a greater likelihood of the case group interviews compared individual interviews to ask some valuable ideas, and that are developed and refined in the marketing manager can benefit from them. 3. Information quickly doubled: comment often leads one of the individuals within the group to a series of responses on the part of other individuals. 4. And an incentive to participate: After the brief submitted the researcher begins the interview participants often wish to express their feelings and present their ideas in front of others, the more Ahtmamanmm the subject of debate. 5. Feeling subscribers safe: in the case of the group that are picked carefully to find the individual form of comfort in similarity feeling with feelings of others in his presentation of his ideas without having to defend it or explain its causes, and in such cases tends individual to be more explicit in his speech: that the focus be usually on the group and not the individual, and he quickly finds that what he says is not necessarily linked to his person.6. Automatic answer: usually response of the individual in the collective interview spontaneous and unconventional; due to the lack compel any individual to respond to any question posed to an inscription, and may reflect answer Altqaúah person's position on the matter at hand more accurately. It is observed in the collective interviews that people speak only when they have a certain feeling and opinion on the matter at hand and not just because there is a question needs to be answered. 7.Specialization allow collective interview using highly trained mediator to manage the interview thus achieving economies of scale and reduce the cost. 8. Examination and Altmaha allow corresponding collective greater degree of scrutiny from many aspects, on the one hand can be a number of observers note what is happening in the interview and they sit in another room through a mirror double, thus ensuring some sort of consistency in the interpretation of the results, on the other hand can be recorded interview sound only or video and audio, which helps to re-examine the details of the interview later, and overcome the differences that may arise about the truth of what was said and what happened already. 9. Control to topic: provide the corresponding collective greater control over the topics of the dialogue and the degree of in-depth discussion compared against individual, Valqaúm interviewer is usually one of the participants, and therefore available to him an opportunity to reopen the debate on the issues that have not received adequate treatment at the beginning of view. 10 .Speed ​​in delivery: consequent corresponding collective achievement required sooner than if it was individual interviews with members of the group, فالمقابلة focus group takes almost two hours to complete, so researcher can complete interviews mass graves in one day with twenty consumer, while needed from the researcher to several days to complete the same number of interviews in the case of the corresponding individual depth. can be summarized defects Interviews groups concentrated as follows: 1 - interpretation is substantive results: suffering this method research from the same defects methods qualitative research in general and the most important that the interpretation of the results may vary from researcher to another, and often What is this interpretation is not objective; because it is not based on standards or tests a specific amount, but depends on the experience of the researcher and his personal opinion and his ability to infer events and link them together. 2 - The presence broker weak: possibly impose a participant in the interview himself on the set, and controlled by the If there is an intermediary weak, encouraging him to talk all the time or most of the depriving others from talking, and this leads undoubtedly to abnormal findings and not representative of the majority opinion. 3 - Joe interview: may not hold hearings into the atmosphere naturally habituated by individuals which affects the accuracy in their answers. 4 - different collective decision on the individual decision: may not be reflected corresponding collective views of the individual and its decisions correctly; as decision-making process between the individual and the same is not the same process if carried out through the group there - for example - Dalalil indicate that the group tends to accept a higher degree of risk when making their decision compared the resolution singles, so results are given by the corresponding collective may reflect a degree of risk is higher than the degree to which you may accept the individual and if made ​​up his mind between him and himself away from the group. 5 - use the results as a final solution to the problem of search: used some businesses results of interviews group intensive basis for developing a final solution to the problem of search without following these interviews research other more accurate and wider, and it is known that here method research confined to being a kind of exploratory research is not research the final. Conclusion: cares managers Marketing studying the motives of purchase; because stimulate consumers to buy is a key objective of the efforts of marketing, but the motives purchase can not be observed with the naked eye, and Yemen conclusion behavior resulting only, however, that effort to understand those motives useful in interpreting patterns purchasing behavior of individuals and families In highlighting the origins, evolution and recurrence. are measured motivation using three methods belong to the research methods qualitative or qualitative, are: personal interview depth, interviews focus group (or focus groups), has discussed all and gave some examples of their uses, as we discussed advantages The flaws in detail. Bibliography: Books d. Mohammad Obeidat - consumer behavior - First Edition - 1995 - the future of publishing and distribution. d. Ahmed Ali Suleiman - consumer behavior between theory and practice - 2000. d. Hamad Ali Suleiman - Consumer Behavior