Models of Consumer Decision Making

Professor John Maule from the University of Leeds describes new research into the way that consumers choose a product.

Schiffman, L. G., O’Cass, A., Paladino, A., Carlson, J. (2014). Consumer Behaviour. Australia: Pearson Australia Group Pty Ltd.

Consumers always make their purchasing decisions based on their motives. When discussing this question, it can be divided into different sections. Such as what is consumer behavior and purchasing decision, what is motivation and motivation process, what are rational motives and emotional motives, how rational motives and emotional motives involves when making a purchase

Consumerism is a description of society’s lifestyle in which many people embrace to achieve their goals by acquiring goods that they clearly do not need (Stearns, 7). The idea that the market is shaped by the choice of the consumers’ needs and wants can be defined as a consumer sovereignty (Goodwin, Nelson, Ackerman, Weisskopf, 2). This belief is based on the assumption that the consumer knows what it wants. Contrary to this logic, marketers convince us that the consumer does not know what they want. The consumer has to be told what they want or be persuaded by advertising items in a matter that demonstrates the reason a product makes their life easier or will improve their life instantly. As one of the most successful entrepreneurs,

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

Choices are made every day, where one is required to determine if an assigned value for an item, product or service, is justified and whether the value that it has been attributed is palatable and will be honoured. The subjective decisions made by any consumer in the market place, about values of a good, service or product is the result of an interplay of supply and demand factors in the market (Dybvig, 2010). For example, do you buy a blouse that is marked $150.00 or do you forgo making that purchase for something different and perhaps cheaper, or maybe purchasing something even more expensive? Do you buy that new iPhone 6 plus, or do you make a decision to purchase an older version of the iPhone series, which is smaller and less inexpensive, but offers most of the same amenities. Or do you buy a blackberry or Samsung, and if so, which model and how much do you want to spend? Factors of utility, scarcity, price, the price alternatives available, and the goals of the owner (desire, and effective purchasing power) all interrelate and affect value (Dybvig, 2010).

why do consumers make the choices they do? Their state of mind, lifestyle and purchasing patterns.

This chapter will be describing the consumer decision making in regard the consumer buying behavior. The purchase is the only visible part of the consumer behavior; the processes that lead the consumer to the final decision of purchase are munificent in this study. The consumer buying behavior as a part of the marketing strategy lead the main objective to learn the way how the individuals, groups or organizations choose, by using and disposing the goods and the factors: for example the previous buying experience, taste, price and branding on which the consumers base their purchasing decisions (Kotler and Keller, 2012).

In the current state of understanding consumer behaviour attitudes are core concept in gaining knowledge of people’s personalities, behaviour and choices they make. In other words answering the question - “Why do people do what they do?” Along with beliefs and identity they are main factor impacting on individual’s life since everyday choices are made embracing a certain attitude. Unless marketers try to define and pay attention to the psychological need which is encountered by the holding of an attitude they are in a poor position to predict when and how it will change. (Daniel Katz, 1960) This essay will specify the

Once there is the decision to consume or purchase good s or services the common factor then becomes the need for that product which is at times evaluated based on attainability and price. In many situations if consumers are not motivated by the need to purchase then the possibility lies that they will not purchase. There may be different justifications that consumers internalize when making the decision to purchase a particular product at its given price. Different decisions supports the need to purchase a product such as

Consumer behavioural models describe the decision-making or choice process of consumers. Comprehensive models of consumer’s behaviour include Nicosia model13, Howard Seth model14, Sheth family decision making15, Bettman information processing model and the Seth-New-Gross model16.

Cognitive represents the component about consumer’s beliefs towards an object. The individual might have a positive or negative belief. For instance, he or she

According to the neoclassical school of thought, consumers are rational. They make buying decisions toward getting the most out of everything. They just take into factor the economy of use, convenience, efficiency in use, dependability in use and finally improvement in earnings. Nevertheless in practice, these elements aren’t the only ones used or often poorly applied. Indeed, psychological and sociological factors are also used when making a buying decision.

Among these causes, impulse behavior, as the universal phenomenon of consumers’ lifestyle, can be one of the focal factors for how the buyer behave in the market. The human being is a rational animal, but as a consumer, sometimes they make irrational actions. They buy things they do not need or they were not planning to buy.According to Strack, Werth and Deutsch (2006), impulse behavior happens spontaneous, sudden and immediately without any purposes when consumers experience a desire to buy. With the development of market innovations, for example credit cards, “instant credit”, cash machines, 24-hour retailing, home shopping networks and telemarketing, consumers become easier than before to purchase things on impulse (Rook, 1987).

Field 1 has two-sub areas- the consumer’s attributes and the organization’s attributes. The advertising message sent from the company will reach the consumer’s attributes. Depending on the way the message is received by the consumer, a certain attribute may develop. This newly developed attribute becomes the input for area two.