A Consumers Buying Behaviour Essay - 750 Words

A Consumers Buying Behavior A consumers buyer behavior is influenced by four major factors; cultural, social, personal, and psychological factors. These factors cause consumers to develop product and brand preferences. Although many of these factors cannot be directly controlled by marketers, understanding of their impact is essential as marketing mix strategies can be developed to appeal to the preferences of the target market. When purchasing any product, a consumer goes through a decision process. This process consists of up to five stages; problem recognition, information search, evaluation of alternatives, purchase decision and post purchase behavior. The length of this decision process will vary, ranging from a shorter†¦show more content†¦This explains the outside influences of others on our purchase decisions either directly or indirectly. PERSONAL factors include such variables as age and lifecycle stage, occupation, economic circumstances, lifestyle (activities, interests, opinions and demographics), personality and self concept. These may explain why our preferences often change as our `situation changes. PSCHOLOGICAL factors affecting our purchase decision include motivation (Maslows hierarchy of needs), perception, learning, beliefs and attitudes. Other people often influence a consumers purchase decision. The marketer needs to know which people are involved in the buying decision and what role each person plays, so that marketing strategies can also be aimed at these people. (Kotler et al, 1994). initiator - the person who first suggests or thinks of the idea of buying a particular product or service. influencer - a person whose views or advice caries some weight in making the final buying decision. Decider - the person who ultimately makes a buying decision or any part of it. Buyer - the person who makes the actual purchase. User - the person who consumes the product or service. Types of Buying Decisions Consumer decision making varies with the level of involvement in the purchase decision. Routine response behavior occurs when buyers purchase low cost, frequentlyShow MoreRelatedMarketing Consumer Behaviour1068 Words   |  5 Pages0 Marketing and Consumer Behaviour – Dealing with Market Trends Consumer behavior is defined as the mental and emotional process along with the physical activities of the people who purchase/ consume goods and services to satisfy their particular needs and wants. One of the advantages of consumer behavior can be seen when looking at advertisers and how they advertise by keeping the consumers in mind. 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Section 1: Introduction (about 150 – 200 words) The study of consumer behaviour examines consumer’s methods of purchasing and divestment of possessions, labour, concepts or knowledge by people, associations and companies to fulfil their necessities and desires (Keller Kotler , 2011). This is significant to marketers because with a good knowledge base about