Five Roles Of Consumer Buying Behaviour

In his 1982 article, “Advertising’s Fifteen Basic Appeals,” Jib Fowles informs readers of various psychological human needs, defined as appeals. These appeals are used in advertising, to persuade consumers to purchase a product. Due to the prevalence of advertisements in today’s society, consumers have learned to block out advertisements. By using any of the fifteen appeals such as the need for sex, or the need for affiliation, companies can get into consumers’ minds, with hopes of selling their products. In other words, by appealing to consumers desires, the chance of marketing success

The first stage is problem recognition. This is where the consumer becomes aware that they need or want something. For example, say that the consumer is watching television and a commercial for new tennis shoes comes on, they now remember that they are in need of new shoes due to the fact their old ones are worn out. The second stage is information search. This stage is when the consumer thinks back to previous shoes that they have purchased, to get an idea of what they want their new shoes to provide for them such as comfort or style. The consumer also asks friends and family members what they prefer so the consumer can compare it to their preferences. Also, if the consumer wants to go into further research they can go to different stores and compare products and prices. The third stage is evaluation of alternatives. In this stage the consumer may decide they want sandals or dress shoes instead of tennis shoes. The fourth stage is purchase decision. This stage lets the consumer decide where they want to purchase their product and how they are going to pay for it, whether it is with cash, check, or credit card. The fifth stage is the official purchase and the sixth stage is the post purchase evaluation. The sixth stage is when the consumer tests the purchased product to decide if they are satisfied with the outcome. Although there are six stages of the consumer buying process that doesn’t necessarily mean

Buyer’s behavior is strongly influenced by members of their family. Personal factors can also affect the consumer behavior. Some of the important personal factors that influence the buying behavior are: lifestyle, economic situation, occupation, age, personality and self-concept. Age and life-cycle have potential impact on the consumer buying behavior. The occupation of a person has significant impact on his buying behavior. Consumer economic situation has great influence on his buying behavior. If the income and savings of a customer is high then he will purchase more expensive products. On the other hand, a person with low income and savings will purchase inexpensive products. Lifestyle of customers is another import factor affecting the consumer buying behavior. There are four important psychological factors affecting the consumer buying behavior. These are: perception, motivation, learning, beliefs and attitudes. The level of motivation also affects the buying behavior of customers. Every person has different needs such as physiological needs, biological needs, and social needs. Customer possesses specific belief and attitude towards various products. Since such beliefs and attitudes make up brand image and affect consumer buying behavior; therefore, marketers are interested in them.

There are 5 stages in the consumer purchase decision making process, the 5 stages are need recognition, information search, alternative evaluation, purchase decision and post-purchase behavior. The need recognition which also known as problem recognition is most important in the consumer purchase decision making process as if there is no need, there is no purchase.

Consumer behavior is the behavior that consumers in searching for, purchasing, using, evaluating, and disposing of product and services that they expect will satisfy their needs. It also defined as how they make decisions to use their available resources (time,

Consumer behavior is defined in a variety of ways such as “the dynamic interaction of affect and cognition, behavior and environmental events by which human beings conduct the exchange aspects of their lives.” by the American Marketing Association. (2008). In a simpler form, consumer behavior can be explained as the actions of consumers and the different approaches a person may take to decide what to buy and the decision making process. The decision making process can be effected by many factors all related to a person or persons lifestyle. Determining that behavior can be confusing and

This essay will discuss the definition of consumer psychology, and will describe the psychological concepts and their importance in developing a successful marketing communication message. It will further explain the relationship between consumer psychology and marketing communications.

This paper will discuss the psychological and social factors, such as motives, perception, attitudes, personality, family, social class, and reference group that influence consumer behavior toward a product or service. It is important for marketers to develop an effective marketing message, understand and know how to apply this knowledge of consumer psychology to create and develop an effective marketing of its products and services.

Understanding consumer buying behavior entails marketing, relationships, and consumer behavior. Consumer behavior comprises all the consumer decisions and activities connected with the choosing, buying, using and disposing of goods and services. Marketers must pay very close attention to consumer behavior that occurs before the purchase and after the particular product has been used. Studying consumer habits is one of the steps in marketing search and analysis. In addition to other basic principles of consumer buying habits, marketers also need to study the decision and actions of real people. Until recent history the study of consumer behavior was focused on generalized consumer decisions. With

Consumer Culture is at the root of all social, political and economic development of western cultures for the past three hundred years. Advertisements become a key role in creating ideological messages and meanings. In a consumer culture and capitalist economy, advertisement becomes a tool used by corporations to influence the minds of the buyer. When a company produces an ad or commercial, their main objective is to get the viewers’ attention in order to sell the product. Many different methods are used to lure an audience in; tactics may include print or

The research in consumer behavior and psychology shows that the brand related information determines the probability if the customer will select a particular brand (Mitchell 100). Companies have learned to play with the psychology and emotions of consumers and have succeeded in attracting even those consumers that were not motivated by the traditional advertisements. Companies these days are focusing on the basic psychological principles to understand how to plan and execute the advertisement.

Understanding and acting upon consumer behavior is at the core of becoming a successful retailer. Today’s business environment is packed with competing firms, all seeking to convenience customers to choose them over their competitors. Many industries, such as the soda, cell phone, and washing detergent industry are dominated by a just a few or a sole firm. Therefore, more than ever it is difficult to intervene in the habitual consumption of most consumers. A consumer’s buying process is what must be closely analyzed by any existing or new firm that is trying to become competitive in today’s business environment.

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.

To determine what products to produce companies must first understand why consumers buy the items they buy, or determine their interest and necessities, this understanding is gained from analyzing consumer behavior. Consumer behavior is defined as the process by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants (2017). To understand how to target their market consumers Nighthawk Motor’s needs to analyze the factors associated with consumer behavior. Research services describe five important consumer behavior factors as; marketing campaigns, economic conditions, personal preferences, group influence, and purchasing power (N.D.).

Purchase decision making process begins when a buyer becomes aware of an unsatisfied need or problem. This is the vital stage in buying decision process, because without recognizing the need or want, an individual would not seek to buy goods or service.