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Consumer Behaviour (What influences consumer behaviour? (Psychological…
Consumer Behaviour
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Consumer buying decision process
1) Problem recognition
- occurs when a buyer recognises a different between a desired state and an actual condition
- problem recognition can be rapid or very slow
- some consumers are unaware of their needs
- marketers use personnel, advertising and packaging to help trigger recognition of such needs or problems
2) Information Search
Internal search
- buyers search their memories for product information
- if they cannot retrieve information from memory, they then perform an external search
External search
- buyers seek informaiton from outside source
- may focus on communication with friends or relatives
- can involve comparison between brands
- independent sources such as choice magazine
3) Evaluation of alternatives
Evoked set
- A group of brands that a buyer views as
alternatives for possible purchase
- Consumers assign a greater value to a brand they have heard of than to one they have not
Evaluative criteria
- Objective and subjective characteristics that are important to a buyer – e.g. size, weight and dimensions of a laptop computer
4) Purchase
- buyer chooses the product or brand to be bought
- buyer chooses the seller
- buyer negotiates the terms of the transaction
- buyer makes the purchase - or terminates the process
5) Post purchase evaluation
- after purchase, the buyer evaluates the product
does its actual performance meet expected levels?
cognitive dissonance
- a buyer's doubts shortly after a purchase about whether the decision was the right one
- also known as 'post purchase dissonance' and 'buyer's remorse'
What is consumer buying behaviour
- The decision processes and purchasing activities of people who purchase products for personal or household use and not for business purposes
- Customers’ overall opinions and attitudes toward a firm’s products have a great impact on the firm’s success
- To find out what satisfies buyers, marketers must examine the main influences on what, where, when and how consumers buy
Why is it important?
- By gaining a deeper understanding of the factors that affect buying behaviour, marketers are in a better position to predict how consumers will respond to marketing strategies
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