The Buying Processes for a Recently Purchased High and Low Involvement Product

Consider the last purchase you made in these categories: personal electronics, clothing, and vacation destination. To what extent was your purchase decision influenced by decision-making complexity, individual influences, social influences, and situational influences? What specific issues were the most influential in making the decision? How could a marketer have swayed your decision in each case?

In today’s culture, consumers are very much in charge of their decisions in regards to purchasing. Advancements in technology have not only allowed consumers the capability to research, price shop and purchase products, but have also given businesses the ability to reach a targeted market based on data collection and past purchase history. Given that consumers have the purchase power in today’s society, many businesses have implemented situational factors to influence a consumers buying behavior.

I have started thinking about my next car purchase and the features that would meet my needs. I am giving myself about a year to shop around and compare car models, warranties, features, and especially deals. I am talking to friends and family and am getting opinions on car dealerships as well as input on pros and cons of different cars. I am doing a lot of looking online. Car dealerships that have a good website generally have pictures of the inside and outside of the cars. Some dealerships have online specials. Since I am not ready to buy, I find online car shopping particularly nice to avoid the salesmen. Again, if the webpage is professionally arranged and easily manageable, all the information you could possibly need is

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

Considering the theoretical frameworks mentioned above, a conceptual model for consumer engagement is developed to guide this study as shown in the figure

Involvement has for the last decades been an important topic within marketing, and especially when discussing consumer behaviour. This essay aims to explain different types of involvement, using real life examples to illustrate the concepts. Competitors will always be competitors, so this essay will also highlight how involvement can make products differentiate from them. Lastly, a few other theories relevant to involvement are lightly discussed.

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

As more and more consumers use digital channels to buy cars, such as Carfax to check on the history of the car before buying or Craigslist to buy directly from the owner, manufacturers must prepare to sell online as well. While initial sales may see a significant increase, competition from online retailers may increase as well and the entire dealership model may cease to exist. In fact, Tesla is already selling their used cars on their website, allowing for a wholly online purchase of their vehicles. Manufacturers and dealers must be aware of their online presence and make sure to follow digital trends in order to stay ahead of their competition. Technology doesn’t only apply to online sales; it also includes the technological demand from consumers who want their car to help increase the overall mobility of their lives. The graph below shows the comparison of projected manufacturing numbers for cars with and without internet connectivity:

A set of psychological processes combine with certain consumer characteristics to result in decision process and purchase decision. The marketer’s task is to understand what happens in the consumer’s consciousness between the arrival of the outside marketing stimuli and the ultimate purchase decisions. This paper explores individual consumer buying dynamics or the psychology that are influenced by four key processes- Motivation, Perception, Learning and Memory fundamentally influence consumer response to the various market stimuli.

The buying process starts with need recognition. The buyer recognizes a problem or need. A need can be triggered by external stimuli. For example, an advertisement can develop a person’s need to make a purchase. The marketer at this stage should research consumer needs in order to determine what kinds of needs or problems arise and how they lead the consumer in making a particular product decision (Armstrong & Philip, 2012).

The buyer decision process of a typical Porsche customer focuses on selecting cars that reflect their high social status, their financial power, and their preference for exclusive products. They are not interested in the utility or price of the cars in comparison with other customers that are interested in how much the car costs, its size, or its fuel economy performance. Porsche buyers also take into consideration the car's performance, but they focus on the sensations they have when driving such a car.

Problem recognition: This is the most step in the buying process. If there is no need, there is no purchase. In this step, there is a lag between the consumer’s actual situation and the ideal and desired one. All needs may not turn into buying. There is always some lag between need and buying. For example, one may spend 250$ on buying grocery but not on outsourcing car washing at same rate to specialized company. The latter event has low importance. So the purchase behavior differs as per situation. In some cases price is important. For instance, one has option of buying smartphone and 2 brands are available with similar features. One will mostly tend to buy the cheaper one. The gap between the actual situation and the ideal situation may be due to some reasons. The current situation has not changed, but the ideal situation has (a friend recommended a cheap car cleaning company). Or, the ideal situation is still the same but it’s the actual situation has changed (you’re tired of cleaning your car by yourself). Lastly, the two situations may have changed. The need of a consumer can be classified as: Internal stimuli which opposes the external stimuli: one may not purchase a burger immediately after watching a mouth-watering ad but one will definitely purchase it when hungry. Type of need like functional need (buying a latest smaprtphone as it supports quick video calling) , social need (peer pressure or luxurious lifestyle can make one buy trending or costly items) or need

After reading this unit, you should be able to: • • • • identify the different levels of consumer decision-making explain the process of consumer decision-making differentiate between types of buyer decision behaviour describe the buyer behaviour with the help of an input, process, output model

Consumer buying behavior is the decision process and acts of people involved in buying and using products. The final purchase decision is often a result of the interaction between the final decision maker and a range of influencer. 1

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