When most people make the decision to purchase a product, they take certain factors into consideration. The importance of and number of these factors impact how much thought is put into buying a particular product. This “thought” is called involvement. Involvement is the relevance or importance that a product, service, or occasion has to a person. Every time a person buys something at the store, there is a degree of involvement that he or she will use to contemplate. This degree can range from low involvement to high involvement. For myself, an example of a low involvement purchase would be body wash that I bought from Asda and a high involvement purchase would be my cell phone. Low involvement purchases are decisions made more quickly and with less concern for brand, quality, durability, etc. As mentioned previously, an example for me would be my body wash. I recently ran out of body wash and because I am a study abroad student from the United States, I could not find my usual brand in Leicester. I went to Asda and it only took me about two minutes to pick out a new one after I realized that they did not have my normal brand. I had used Dove before, so I knew I could trust the quality, but I would not have been affected if they did not offer Dove. I took time to smell a few and ended up choosing the Dove Purely Pampering Almond Cream scented body wash. The only bit of involvement in this purchase was the way I was influenced by my personal sources, my preconceived opinions about the Dove brand. The factors taken into consideration in this purchase were all cognitive, rational elements versus affective, or emotional. My example of a high involvement purchase is when I bought my cell phone. About a year ago my plan ... ... middle of paper ... ...nomically, consumers like to feel that they are getting an adequate amount of “bang for their buck,” or that the quality of the product matches or exceeds the amount at which it is priced. With the way the economy has been in the past 15 years, many people will jump at a good deal. Companies look at the sociology of their consumers also. They take into consideration things like gender, ethnicity, religion, culture, and age. These variables help the business to understand their target market and modify to fit the needs of those buyers. Psychologically companies will look at things like self-image, prestige, lifestyle and even food preferences. Behaviorism is everything that the consumer does, thinks, or feels. Companies will try to take these behaviors into consideration when creating their products, but it can be difficult because behaviors are so individual.
This is what an example of a consumerist attitude looks like. The idea of consumerism, put simply, is to get more bang for your buck.
Lindstrom gives examples of purchases done by strong associations, as making association help make decisions. However association could also be negative and the sequence of the elements in association matter. These associations and the sequence they are introduced can have an effect to raise or lower the quality of a choice, having a “halo effect”. These associations can be seen in practice at nice restaurants and hotels, the entry or atriums are made very welcoming and guests are immediately greeted. First impressions are tried to be ensured to be the best.
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
According to the video “How stores track your shopping behavior”, from the study of men’s habit of shopping, they know how to get men to pay attention to their products. They change it up a little bit and get a really interesting result:”85% increase in product touch, 44% increase in sales, and 38% increase in dollar sales”. That is huge increase in numbers. That number shows how impactful the study is in their business performance. It is the result of understanding their customers’ needs and desires.
... of consumer behaviour, lays emphasis on the objectivity of science and the consumer as a reasonable and sensible decision maker. While, the interpretive point of view is in contrast to that of the positivist, in that it emphasises on the importance of the subjective meaning of the consumers individual experience, hence, it suggest that whichever behaviour a consumer performs is subject to diverse interpretations to a certain extent than just a single explanation to it.
The human’s brain is designed in a way that a person chooses goods on a subconscious level. For example, I like how it looks like or I do not like it. As a rule, people choose the most beautiful and expensive packages. The product in a simple cellophane bag has the same quality as the product in original package has. So, in order to save money, people should differ beauty from quality. Moreover, the most expensive items are placed on the shelves right at the level of customer’s eyes. People, who economize should not be lazy to bend down and find cheaper products on the lower
In the first group, relevance of the eWOM exhibited significant impact on purchase intention (H3). However, the other factors, namely, accuracy, timeliness and comprehensiveness were insignificant. Relevancy is a very important aspect of the information. If not relevant, people would not take into consideration the information at all and especially on the Internet where tons of additional information can be f...
This report aims to provide a mix review of theories and personal case study. I will apply two consumer behaviour theories in relation to my own purchase decisions.
Mooij, M.de. (2004). Consumer Behavior and Culture, Sage Publications, Page 102, Page 119, Page 274, Page 275
4. Research shows that consumer behavior is clearly influenced by self-concept, the way a person feels and thinks about himself or herself.
Every company wants to understand why people decide to buy its products or others. Firstly, we have to understand why people buy certain kind of product. People buy products because they need them. A need is activated and felt when there is a sufficient discrepancy between a desired or preferred state of being and the actual state. (Engle£¬Blackwell and Miniard. 1995. p407 ) For example, when you feel hungry, what you needs is some food. It is very important for marketer to understand the needs of consumers. All the consumers may have the same needs, but the ways which they satisfy what they need are different. Here is a example, Chinese people would choose rice when they feel hungry, whilst British people may choose bread to satisfy their needs.
While researchers can determine consumer behavior quite easily, it is almost impossible to get accurate and reliable data on why people buy what they do. How in the world can we figure out why consumers make the decisions in purchases they make, when we can only predict motives? Well, everything tends to be linked to a psychological trait that can help define the behavior of consumers.
The research on consumer behavior assists the organization recognize and forecast the purchase behavior of the consumers while they are purchasing a product. Thus, the study of consumer behavior helps the marketers not only to understand what consumer's purchase, but helps to understand why they purchase it (Kumar, 2004). There are a lot of elements which can influence the purchase decision of consumers such as social influences, cultural influences, psychological factors and personal factors (Super Professeur, 2011). Understanding these factors helps the company to market the product on right time to the right consumers in order to generate more profits. On the other hand, if the marketers fail to understand these components that might influence consumers, they will fail to convince the consumers to purchase that product or will fail to meet the demands of consumers. However, consumer behavior is one of the stimulating and challenging areas in marketing studies being a human activity focused on the products and services. Thus understanding the behavior of the consumers is a great challenge. Moreover, it is not easy to get a full picture of consumer behavior as customers make plenty of different buying decision every day and they usually do not know exactly what influences their purchase. In short, basing on all
In today’s competitive world where organizations looking for high profitability and market share, consumers have very important role. Companies are looking for capture consumers in order to get larger market share. For this reason organization developed a number of techniques and tools. One of such tools is consumer behavior which has been come from economic theory. Consumer behavior is mainly studying the factors and situations that can affect purchase decisions of consumers. Consumer behavior is being very important discipline of management sciences which help out to understand of customers’ decision making.
• Which factor out of perceived usefulness or trust is more important in finding out the user’s intention to buy?