The purchasing process is a highly complex organizational process with objectives that reach far beyond the traditional belief and primary role is to obtain goods and services in response to internal needs. In this course, we are studying the consumer behaviour, which is defined as” the process involved when individuals or groups select, purchase, ideas or experience to satisfy needs and desires. In the past four weeks, I recorded my purchase behaviour and experience to show what effect on the purchasing process and my behaviour. I found two of those purchasing behaviours can be significantly represented this concept.
WhileI reviewed my brand experience diary, I found that car purchasing is the most expensive activities and also made me into
…show more content…
Due to my high involvement and motivation, I will still do more research to compare the food quality and price and still consider that food island market is the best possible place for me to purchase.
After analyzing my brand experience diary, I realized two marketing strategies. The first one can be concluded that company should provide more positive reinforcement and reward to encourage people to purchase it. Also, marketer should share more products information and make people engage in high involvement processing. This effort will make people put more time to look at products and repeat to purchase when they get benefits from it. The second strategy can be described as marketers must implement strategies to help combat these feelings and assure us we 've made the right choice in terms of post-purchase dissonance. More specifically, marketers should keep more focus on building positive brand image and brand loyalty to the consumer and push them purchase products again. In addition, supporting activities, such as customer service should be valued more, which compare to sales growth. It will help the customer to decrease post- purchase dissonance and build a good reputation for the
Consumer behavior is the ways that consumers exhibit in searching for, purchasing, using, evaluating, and disposing of, products and services. The study of consumer behavior as a separate marketing discipline all started when marketers realized that consumers did not always react as marketing theory suggested they would (Ekström, 2003). Many consumers rebel at using the identical products that everyone else used, instead they prefer differentiated products that they feel reflect their own special needs, personality and lifestyles.
Oftentimes, what a consumer says they want is motivated by outside factors and incorrectly communicates to a company how to emotionally invest in their target market (Leemon, Zorfas, 2016). The challenge in marketing strategy lies in being able to provide consumers with what it is they tell the company they want, while aligning it with what will emotionally drive them to purchase the product (Leemon, Zorfas, 2016). For example, a customer may tell a company something he truly needs, such as a weight loss meal plan, but may be discouraged to purchase the product because it carries a negative personal connotation, such as having to commit to a healthy lifestyle change. When evaluating an effective marketing strategy, companies must be attentive to how emotional appeals will be responded to by its’ target audience.
The development of a new CBE scale is justifiable based on the explanation of the relationship among antecedents, construct and consequences under an unique theoretical framework. In doing so, this study resulted in strong empirical evidence of the Expectancy Theory (ET) framework for explaining consumer brand engagement self-selected brands. The sequence of effort (cognitive, behavior and emotional), performance (consumer brand engagement) and outcomes (BRR & CBE-O) chain of effects was large and significant. The effort-performance (E-P) causal relation was operationalized by the effort based dimensions of CBE, namely Cognitive, Behavioral and Emotional. The performance-outcome (P-O) causal relation was operationalized by the consumer brand engagement concept, and instrumentality was operationalized as the Brand Related Rewards (BRR) to consumer brand engagement outcomes (CBE-O). It was demonstrated that the brand engagement dimensions predict expected Brand Related Rewards (BRR), which in turn predicts consumer brand engagement outcomes (CBE-O). As a result, hypothesis H3a and H3b were supported. Additionally, the measurements of these constructs are mostly invariant (or partially invariant), with adequate parameter stability.
From buying a hamburger to buying a house people use a process in order to make a decision on what to buy. (book cite) describes this as the consumer decision process (pg.175). Utilizing a consumer decision process model, marketers are able to better understand how consumers are purchasing products and services. The five step consumer decision process model includes need recognition, information search, alternative evaluation, purchase, and post purchase. Not all purchases require following all five steps to a T, but consumers, whether they know it or not, follow a version of this model when making a purchase. Companies also use this model in order to effectively market their products and services. A company
Furthermore, I will explain the application of theory relating to me and my purchase. I will also review the marketing activity of the organization where I purchased from. This is to explain how the two theories have been used in the marketing strategy. In addition, recommendations regarding how the marketing strategy could have been improved by applying the 2 buyer behaviour theories are given.
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.
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.
The consumer purchasing cycle involves awareness for the need for a product, a search for information about the product category, evaluation of the products available, a decision to purchase a specific item and then post-purchase interactions (such as interactions with customer service). In a company setting, a purchasing cycle is established by a purchasing department and may include steps like obtaining approval for a purchase, completing purchase requisition paperwork, soliciting bids, issuing a purchase order, receiving and inspecting the item, adding it to an inventory and paying vendor invoices.
The practice of brand management is a key component of marketing and performs an integral function by motivating the wants and needs of consumers. It is known that marketing can shape consumer needs and wants, however, consumers today appear to be more knowledgeable about the information regarding products. Consumers lead busy lives and have therefore gone to the internet as one of the many channels to learn about products in order to make informed decisions. This paper will discuss the argument that marketing should reflect the needs and wants of consumers rather than shaping these attributes. Due to the speed and ease of obtaining information, consumers do not take at face value strong marketing efforts that appear to be overly aggressive and push a brand rather than just being informative. Brand managers have to be aware of these changing dynamics and carefully craft brand management practices to meet the demands of consumers.
Consumer behavior incorporates certain activities, decisions or experiences, which satisfy the needs of the consumers. It concerns all the activities that incorporate consuming, obtaining and product disposing of that precedes and carry out these actions (Darling, 2015). The Consumer behavior remains one of the important areas for research in the tourism and marketing fields in terms of travel behavior or the behavior of tourist (Rid, Ezeuduji & Pröbstl-Haider 2014). There are a few comprehensive literature reviews on the behavior of consumer typically described his injurious area with the help of the existing models or concepts of Consumer Behavior. There are exceptions in the insights of the authors who give the review about
From the study it is clear that people often purchase branded products since they are aware of the brand performance or perhaps they have a good past experience about the brands. This makes customer’s become loyal with the specific brand.
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.
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
The goal of most companies is to get customers to buy their products. Products are designed with the buyer in mind. Unfortunately, the same cannot always be said for the marketing and sales processes. In particular, businesses often force their customers through the company’s selling processes instead of sup...
There can be many things that might factor into the want to buy something. There are many steps that a customer takes before actually buying a product.