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Consumer buying behavior
Consumer buying behavior
Consumer buying behavior
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There are numerous models of customer buying behaviour process but most of them are composed of the “pre-purchase, purchase and post-purchase phase” (Hoyer and Maclnnis; 2001, Rayport and Jaworski; 2003). Arnould et al (2004) explained that consumer buying process involves buying, utilisation and disposal of products and services. Consumers need to go through seven steps before taking their final decisions and these seven steps involve a need for recognition, search for information, pre-purchase evaluation, purchase, consumption, post-consumption evaluation and divestment (Blackwell et al, 2001). Figure 1: illustrates customer buying behaviour process Source: Principles of Marketing, V.2.0. By John F. Tanner, Jr and Mary Anne Raymond Stage one consists of need recognition. As explained by Levy …show more content…
Hence, low-involvement will apply when it comes to buy unbranded clothes unlike branded clothes whereby there is a high-involvement. 2.7 Factors Affecting Consumer Buying Behaviour Generally, there are many factors that tend to affect customer behaviour during the buying process and these factors will determine whether the customer will buy a product or not. According to Kotler et al (2008) Consumers make their purchasing choices based on the 4Ps which comprise of: product, price, place and promotion but however likewise there are also other forces in the buyer’s environment which can eventually affect the purchasing decision. 2.7.1 Product Quality Product quality can be a possible factor affecting buying behaviour. From a buyer’s perception if a product is of poor quality then it is less likely for the item to be purchased. Hence, causing a negative impact on the buying behaviour. Similarly, is a product is of a good quality and branded then it might cause a positive buying
The consumer decision process consists of these six steps. First, problem recognition: Awareness of an unmet need. Second, information search: Search for alternatives that will meet your needs. Third, alternative evaluation: Evaluate the alternatives. Forth, purchase decision: Decide on the best alternative for you based on your criteria. Fifth, post-purchase behavior: Determine if you are satisfied with your choice. Sixth, disposal of product: Determine if you will keep it, upgrade it, or get rid of
There are 3 main factors that affect the buyers decision: cultural level, such as culture and social status; personal factors like family role and
More importantly, the decision to purchase is done subconsciously. This means that the majority of the time, your consumer is not even aware of their decision to buy or not to buy your product. In fact,
Consumer Decision Making Process A key factor in successfully marketing new/existing products or implementing a product Extension is a thorough understanding of the motivation, learning, memory, and decision Processes that influence consumers purchasing behavior. Consumer purchasing behavior theories have found their way into managerial decision making to help companies more effectively develop and launch new products, segment the market, determine market entrance and in brand management. Therefore, a better understanding of how consumers decide what to purchase is critical to the success of a product. There are numerous theories and models describing the consumer purchasing decision process.
Within the study Marketing, a crucial concept to understand is Consumer behaviour. Consumer behaviour according to (Ha & Perks, 2005) can in some ways be described as an Umbrella term / Concept which contains many other sub-topics and concepts that stem from the original concept of Consumer Behaviour. (Soloman, Russell-Bennet, & Previte, 2016) States that Consumer Behaviour is the study pre-Consumption, Post Consumption and Consumption phases of a consumer 's decision-making processes.(Soloman, Russell-Bennet, & Previte, 2016) however, states that the study of Consumer behaviour takes into consideration more than just what is being offered to the consumer in terms of goods and services and the processes involved pre, post and during consumption.
From the moment a consumer engages in a transaction, emotions are used to determine purchase choices and satisfaction. The way an advertisement makes an individual feel, or the display in a store, provokes an emotion to promote the consumer to purchase that item or service. However, emotions are not limited to the initial transaction. After the transaction is completed, emotions determine the levels of satisfaction a consumer has towards an item or service. If the emotional benefit is equal to the expected results, the consumer will be satisfied, however, if the product or service does not hold to its expected standards, the consumer will not be satisfied and may discontinue doing business with the organization. Therefore, understanding emotions
Haghshenas, L., Abedi, A. and Ghorbani, E. (2013). Review Consumer Behavior and Factors Affecting on Purchasing Decisions. Singaporean Journal of Business , Economics and Management Studies, [online] 1(10), pp.17-24. Available at: http://www.singaporeanjbem.com/pdfs/SG_VOL_1_(10)/4.pdf [Accessed 11 Dec. 2016].
Rousseau, G.G. 2007. Buyer reality: attitudes, learning, and involvement. (In Hughes, T., ed. Buyer behaviour: understanding consumer psychology and marketing. 4th ed. South Africa: Oxford university Press. p. 185-213).
But, when making expensive purchases consumers spend considerable time researching and debating the product and its alternatives. When consumers are making purchases, a decision-making process occurs. This process can happen either subconsciously or consciously, but regardless consumers think through purchases. The decision-making process is different depending on what type of purchase is
There are strong factors that influence consumers buying decision making. For example, when consumers choosing between Coca cola after studying different researches concept concerning consumers buying behavior of Coca Cola and Pepsi in the UK.decide to create theoretical framework. The framework will consist of the main characteristics which have an impact on consumers buying decision of beverage in the UK. Customer approach is the main factors that influence consumers buying decision, and those who satisfy with the quality of the product and the price of that brand product will a positive attitude toward that brand for example any customer who have a positive attitude toward Coca Cola will prefer to buy coke. Consumers who, dissatisfied with the Pepsi will have negative attitudes to buying Pepsi. Ward, S., & Robertson, T. S. (1973) this research designed the framework in consideration to main factors which have influence on changing consumers mind when making their buying decision. Perceived value, perceived quality and perceived risk) whereas extrinsic cue are product related characteristics (brand, perceived price, advertise and WOM. Gendel-Guterman, H., & Levy, S. (2013). Considerate these variables are significant for this research since they have a substantial impact on buying
Organizational buying behaviour can be described by using the buy-phases (Dwyer and Tanner, 2006) which helps in the explanation of the various steps that are involved in a typical organizational purchase decision making process.
As we discussed the decision-making process for consumers is anything but straight forward. There are many factors that can affect this process as a person works through the purchase decision. The number of potential influences on consumer behavior is limitless. However, marketers are well served to understand the KEY influences. By doing so they may be in a position to tailor their marketing efforts to take advantage of these influences in a way that will satisfy the consumer and the marketer (remember this is a key part of the definition of marketing).
Consumer offerings vary in customer interaction functions to fulfill a different need or want of their target market. The way the consumer interacts with the offering is mostly based on what category of offering it falls under, because the process of a consumer buying a product out of convenience is highly different than one who buys an unsought product (after being convinced of its value, generally). The marketing required to sell these vastly different types of consumer offerings are also hugely varied in approach and expectation. The four accepted types of consumer offerings are convenience, unsought, specialty, and shopping.
To achieve and maintain success in such a complex system as market it is essential to every marketing person to understand clearly consumer behavior. Understanding consumer behavior is not that easy as it may seem from the first glance. The reason is that there are plenty of various factors that may influence it in one certain way or the other. When considering each of the factors it is also important not to forget that they ought to be analyzed as different parts of one whole picture, that is, in correlation with each other.
Consumer behavior eventually leads to the decision or choice between alternatives. In most cases it is a decision whether to purchase, consume or use a service. The process of this decision making is rather complex and it is influenced by, other than the price factor, the psychology of the consumers, their socio-cultural environment & the past experiences. The consumer decision making can be modelled as a system operating with an Input or stimuli, the actual decision making Process which then results in a reaction or Output (Schiffman. L.G, Kanuk. L)