Consumer Buying Behaviour And The Decision Process

Understanding consumer behaviour is essential to succeed in business. As Solomon et al. (2013) stresses, businesses exist to satisfy consumer’s needs. By identifying and understanding the factors that influences their customers, firms have the opportunity to develop a more efficient strategy, marketing message and advertising campaigns that is more in line with the needs and ways of thinking of their target consumers (Perreau, 2015).

Well, they say that the customer is the king! All the efforts in the modern day marketing are directed towards one area – and that is customer satisfaction. Marketers today use a lot of strategies to make the consumer purchase their brand over various other competitors. But what is it exactly that happens inside the head of the ‘king’ that the marketers are always so interested in? What process does a consumer follow towards making a purchase that reduces the level of his cognitive dissonance? Let’s have a look.

The single purpose of all production is consumption. The producer’s interest should only be attended to as far as it is necessary in promoting the needs of a consumer (Smith, 1937 p. 125). Studies on consumer behavior began in the 1960s, and later several consumer theories which focused on the consumer from various perspectives were developed. Marketers use these theories to deveop marketing strategies based on attitudes, interests and consumer perception.

Online shopping is a modern concept which has grown in popularity with the rapid global growth in e-commerce. Apparently, many customers are attracted to this new concept of shopping because of the various benefits and offers of the internet. Online shoppers can enjoy the opportunity to shop at any time whenever convenient using an electronic device without the pressure of going to the traditional brick-and-mortar stores. It also allows browsing through seemingly never-ending options for merchandise or products not available in local stores and can let customers evaluate the different online stores to make comparison between items and products, their brands and prices which is difficult and time-consuming

Consumer behaviour is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants. The emerging costumer trends play an important role in analysing the marketing opportunities. A consumer buying behaviour is influenced by cultural, social and personal factors. The consumer passes through five stages of the buying decision process: Problem Recognition, Information Search, evaluation of alternatives, purchase decision and post purchase behaviour. This model is important for anyone making marketing decision and customer pass through all stages in every purchase.

This chapter discuss the literature related with consumer perception influence online shopping intention. discuss on the study that are done by previous research of other research that related to the study. This study combines consumers perception that other researchers have done that will influence the online shopping intention.

Ø Understanding consumer wants: to become successful, it is vital for a business to understand the wants and needs of its target audience. For example the needs and wants of a target audience for a high street retail store depend upon the age, style and income of its customers.

Online shopping is considered to be more time saving (Khalifaand Limayem, 2003) (Gurvinder and Chen, 2004). Therefore, online shopping has become an important consideration for consumers as they tend to want to get their items quickly without bargaining on price or quality plus consumers can order a variety of products via the Internet (Yomnak,

When it comes to marketing the most important factor of the marketplace is the consumer. Consumer markets and consumer buyer behavior are essential areas of marketing that must be taken into account when constructing and implementing a market strategy. Understanding what affects consumer behavior can make the difference between a successful marketing campaign and one that doesn’t reach its objectives. This paper will cover several factors of consumer behavior such as; characteristics affecting consumer behavior, types of buying decision behavior, and the buyer decision process.

Consumer behaviour is the vital point which determines the future of a product or service in that way of a company. Marketing strategies always are developed according to the rapidly changing marketing trends and consumers demands and needs. Therefore, companies must analyze consumer behaviour, consumer environment and consumer affect and cognition in order to develop their strategies and decide their future plans against their opponents.

After purchasing the product and using/testing it, the consumers would either be satisfied or dissatisfied. A company would need the customer to be delighted with the purchase that he has made and also that he should feel proud of it. It is very important for the customers to be delighted and happy with the

The primary aim of this study is to compare the traditional shopping with the online shopping. Further, it aims to investigate how relevant factors affect buying behavior in both the modes of shopping.

The present study investigates men’s perception in buying decisions on branded shirts in Mumbai. The need to understand the emerging markets and consumers has become a big challenge for the corporate world especially in creating and managing a powerful brand. By developing a powerful brand, corporate can establish 'brand equity ' and the equity assists firms in a variety of ways to manage competition and to maintain market share. Branding is one of the most effective competitive tools and it is a challenging task for the marketer to nurture a brand into a strong, profitable brand. They are everywhere on the TV hoardings, posters and print media. Brands while proclaiming their positive qualities pull down those of their rivals.

They need to understand what potential customers behave as they would like. It also appears that advertising may have the potential to contribute to the brand of choice for consumers. The main objective of advertising is to have an impact on buying behavior ; However, the impact on the brand is frequently changed or improved in people 's memory . Memories of the brand are made of these associations are linked to the brand in the minds of consumers. These brand influence account cognition , evaluation, and finally purchases . The main objective of analyzing the behavior of consumers is to explain why consumers act in a particular way in certain circumstances. It attempts to determine the factors that influence consumer behavior , particularly economic , social and psychological aspects . When young people choose the information and advertising characters as their models, they can not only identify with them, but also intend to copy in terms of how they dress and what they will buy. The traditional hierarchy of the consequences of the state of the advertising exposure advertising leads to cognition, such as memory for advertising, brand models ; which in turn leads to attitudes, namely product taste and attitude towards the purchase; which in the end leads to behavior , such as buying the advertised product. As the market is in surplus with multiple products or services , many companies make similar function claim ; yes , it has become

The authors stated product offerings, convenience, cost saving and richness of information as critical reasons that makes Indian consumers go shopping online derived on the basis of literature review and study of market statistics through case study. However an in-depth research was required to analyze the factors affecting the online consumer’s behavior. The efforts of e-marketers which can influence the outcome of the virtual interaction and buying process by focusing their marketing efforts on elements shaping the customer’s virtual experience, the Web experience, were not concentered upon. “Efthymios Constantinides, (2004), Influencing the online consumer 's behavior: the Web experience", Internet Research, Vol. 14 Iss 2 pp. 111 – 126”