Different Yardsticks

The consumer arrives at attitudes toward different brands through some evaluation procedure. How consumers go about evaluating purchase alternatives depends on the individual consume and the specific buying situation. In some cases, consumers use careful calculations and logical thinking. At other times, the same consumers do little or no evaluating; instead they buy on impulse and rely on intuition. Sometimes consumer makes buying decisions on their own; sometimes they turn to friends, consumer guides, or salespeople for buying advice.

Jaworski (2003), the process of purchase could be divided into three sections: pre-purchase, purchase and post-purchase. Authors claim that every part of purchase process is important because it is a complex action. Firstly, when a decision to buy a product is made, personal evaluation of product purchase process begins. Consumer starts collecting information regarding the criteria that determines the choice of the product and the location where the purchase is to be made. The question about loyalty to the brand is raised as well when it comes to utility of the product and service that the customer receives on purchase day. According to D. Schultz (2005), a satisfied customer will demonstrate the loyalty to the brand in a way that shows the willingness to repeat the purchase and provide positive comments to the social groups using word-of-mouth technique. The product brand itself and its importance to the client is included in purchase decision making as well.

The results of the study indicate that a large portion of the repeat buying behavior is due to unexplained factors across purchasing occasions. The authors state that this study has a 72% of reliability, but did not show the calculation of how the number was derived. The written English is weak and some descriptions are not so clear. Despite this deficiency, this article provides marketing managers with another perspective to sustain brand loyalty. In regards to the 72% reliability, further research can incorporate quantitative methods of research to indentify outliers, which can lead to a more accurate

Today 's rapid changing world presents many opportunities for companies to be innovative. Constant revolutionized products, modifications in the way people communicate, and diversity among the ways companies operate creates a huge platform for business competition. It is imperative that companies today, are innovative and productive in their strategic models in order to remain successful within today 's competitive market. Most of all, following customer trends is crucial for the long lasting existence and success of a company. This paper focus is on Blockbusters failure to follow consumer behavior, leaving them behind in today’s competitive movie rental, and streaming video market.

As the need for new arrays of consumption increases, so do manufacturers make efforts to understand purchaser behavior, with a more nuanced understanding beginning to appear based on shared insights from an enormous number of disciplines – including psychology, sociology, marketing, economics, neuroscience and evolutionary biology to name but a few. The idea of understanding consumer behavior as a sequential decision-making process is common in marketing (Kotler, 2010). The decision process itself is presented as a logical flow of activities, working from problem recognition to purchase and then to post-purchase evaluation. This decision-making process is affected by some more sophisticated influences. Some of these influences relay on the

Previous studies have looked into the influence of perceived value in influencing consumer purchase behaviour (Liu et al., 2012; De Medeiros et al., 2016; Diao and He, 2014; Asshindin et al., 2016), post-purchase behaviour (Meng et al., 2011), the effects on online purchases (Hsu and Lin, 2015; Yoo, 2015;), and its contribution to achieving satisfaction (Grondholdt et al., 2000; Meng et al., 2011; Ranjbarian et al., 2012). However, no study has yet analysed the influence of perceived value on consumers who already have pre-existing loyalty to another brand (SOURCES). Similarly, tonic water is a market that is

The intent of this analysis is to evaluate the buying processes for a recently purchased high and low involvement product. The high involvement product is a new Honda Accord and the low involvement product is a hamburger purchased for lunch. Using the five stages of the Purchase Decision Process as a framework, both of these purchases are evaluated. The paper concludes with recommendations as to how marketers can capitalize on the five stage model of the Purchase Decision Process.

In addition to the above, Williams (2006 in Hudson et al., 2009) argues that ‘experiential marketing views consumers as emotional beings, focused on achieving pleasurable experiences’ (Williams, 2006 in Hudson et al., 2009). On the contrast,

This chapter describes in detail the type of research method adopted, how the data was collected, purpose of data collection and how this data will be analyzed to derive conclusive results. In the end ethical issues have been discussed. The study aimed to understand the online purchase behavior of consumers in India. The factors leading to an increase in online shopping, current trends in the online retail market and to identify the demographic factors which influence the online purchase. The literature review highlighted and identified important factors which influence behavior and attitude of online consumers. These factors were considered and implemented while designing the questionnaire.

E-marketing is described as pull media as the consumers are being ‘pulled in’ and are actively seeking interactions with a brand through content, search and social media marketing (Chaffey, 2012). For instance, in online virtual worlds and gaming sites (e.g. Second Life and World of Warcraft) players can choose to interact with retail brand staff in real-time or gain insight into

Because all the above reasons many researchers in consumer behaviour are embracing the experiential paradigm (the experiential paradigm highlights the subjectivity and symbolic aspects of consumer behaviour) (Module MN 7038/D

This would logically then lead the consumer to the second part of the process ‘the pre-purchase search’, this is the point where the consumer begins to process the thought of what product may satisfy their need, they may base their ideas on previous experience and memories (psychological factors), or may opt to search for useful information to help in their decision (basic internet search). At this point the consumer is drawing up information from external sources and at the same time has psychological factors influencing their decision. i.e.Consumer’smotivation, perception, learning, personality and attitudes.

It may happen that not all needs cause “action”, sometimes the intensity is too low the means for its fulfillment are lacking. The next step is to search for alternatives. When the consumer feels the need to purchase a product or service, he stands in front of the necessity of searching for goods and services. By means of which a need is met. At this step there are two levels of consumer involvement in the process of finding information on the product, resulting in breakdown: consumer cognitively engaged (characterized by high involvement) and consumer not involved (characterized by low involvement). According to marketing researchers seeking alternatives is the most important step in making decisions, because at this point the consumer makes a choice of product and a particular brand. The customer can look for information about the product through the media such as newspapers, radio, television, mail, direct mail, as well as advertising and promotions, and on the advice of friends, neighbors and family. The last step before making a purchase is to judge alternatives. The consumer after the stage of looking and selecting all available alternatives, analyzes them, and determines the criteria that will be used in the selection. When a consumer judges the various alternatives according to selected criteria, they must make the integration of these assessments

The experiential approach has made its first appearance in the studies on consumer behaviour with the work of Hirschman and Holbrook, who highlighted the need to find new conceptual categories to study what they call the “hedonic consumption”, focusing on the emotional and

As cited in the paper of Clinton and Wellinton (2013), Oliver (1981) asserted that, it focused on the nature of the 'consumer's post-usage evaluation process' where its concepts states that if the customer's expectation didn't match to actual performance of product or service, he or she will make adjustment, either in expectation or perception of the product or service, to relieve dissatisfaction