A Synthesis of Selected Aspects of Consumer Behaviour. Several different behaviors and activities are common elements of consumer buying behavior for complex and costly purchases. During the 6 week break from school, parents will be making preparations for their children to return to school, and new smart school clothing will be needed. He would go and observe the store for days and monitor how people moved from one display to another, when they bought and didn't buy and how they reacted to different kinds of stimuli like scent and sound. He would obviously not remember something which has nothing to do with his need. However, marketers need to be alert to channel switching because of its potential to erode market share. Some purchase decisions are made by groups such as families, households or businesses while others are made by individuals.
As the family plays an important role in the consuming process and affects the behavior of its purchasing members, those interested in marketing should design the advertisements to suit this role. Varies from product to product: Consumer behaviour is different for different products. Experience goods, such as restaurants and clubs, can only be evaluated with certainty after purchase or consumption. There are four types of consumer buying behavior on the basis of buyer involvement while purchasing any product. Friends and relatives word of mouth. Any group that has a positive or negative influence on a persons attitude and behavior.
The diffusion model developed by is widely used in consumer marketing because it segments consumers into five groups, based on their rate of new product adoption. Consumer Buying Behavior Defined Consumer buying behavior is the sum total of a consumer's attitudes, preferences, intentions, and decisions regarding the consumer's behavior in the marketplace when purchasing a product or service. It examines how emotions, attitudes and preferences affect buying behaviour. Individuals role are continuing to change therefore marketers must continue to update information. Negative feedback from other consumers can scare away even the most determined consumer. He was trained as a psychologist and he would get hired by retailers to do a detailed analysis of how they set up their store in order to maximize sales.
Young people spend money differently than old people, for instance, and a man's purchasing decisions are likely to differ from a woman's. If it's online, the purchase steps should be minimal and simple to follow. The process of perception is uniquely individual and may depend on a combination of internal and external factors such as experiences, expectations, needs and the momentary set. Factors Influencing Impulse Buying During an Online Purchase Transaction. Then you must build every single page of website content around one keyword in particular. For example, westerners associate the color white with purity, cleanliness and hygiene, but in eastern countries white is often associated with mourning and death. Exxon Valdez-nearly 20,000 credit cards were returned or cut-up after the tragic oil spill.
For example, it took decades for the telephone to achieve 50 percent penetration rates beginning in around 1900, but it took less than five years for cellphones to achieve the same penetration rates. Consumers who are less knowledgeble about a category tend to evaluate a brand based on its functional characteristics. But your consumer behavior continues after this purchase has been made; as you use the product, you continue to evaluate what you have bought and you base your next purchasing decision on your current experience. According to Belch and Belch, whenever need arises; a consumer searches for several information which would help him in his purchase. Several factors can affect consumer buying behavior. Why Do The Customers Chose To Buy? For instance, the consumer may be aware of certain brands, but not favourably disposed towards them known as the inept set.
The product may be excellent, but if it fails to meet the buyers purchasing ability, it will have high impact on it its sales. Online games which are often interactive could be a useful means to attract this kind of potential customer. Research has identified two types of consumer value in purchasing, namely product value and shopping value. Consumer behavior concepts and theories have the most importance to marketers and salespersons. The company website is most likely the first port of call for a customer looking for more information about the brand, and so it is important that the website is clear and concise in the information it offers and the way it presents this information.
This holds true especially for purchases made of vehicles, houses and other household appliances. A great deal of marketing activity is targeted at brand-switchers. The line between emotions and mood is difficult to draw and consumer researchers often use the concepts interchangeably. International Journal of Electronic Commerce. Hence this stage does affect consumer behaviour. For most purchase decisions, each of the decision roles must be performed, but not always by the same individual. Risk consists of two dimensions: consequences - the degree of importance or the severity of an outcome and uncertainty - the consumer's subjective assessment of the likelihood of occurrence.
The brochure convinces the consumer of the hand-mixer's superiority over the wooden spoon she has been using. Learning and self educating these days is done online and also in groups. In fact organizations produce separate products for different occupational groups. Competition : Consumer behaviour study assists in facing competition, too. International Journal of Services and Standards. However, it should be noted that cross-cultural differences were observed among respondents.
Problem Recognition Put simply, before a purchase can ever take place, the customer must have a reason to believe that what they want, where they want to be or how they perceive themselves or a situation is different from where they actually are. Spend alot of time seeking information and deciding. We will not use your data for any other purposes. But in other ways, market studies have shown that they can actually slow, if not sometimes paralyze, a consumer's decision-making process. A learned attitude can also influence decisions. Thus, consumer behaviour helps in achieving marketing goals.