The Components Of Purchase Intention

Consumer purchase behavior is the sum total of a consumer's attitudes, preferences, intentions, and decisions regarding the consumer's behavior in the marketplace when purchasing a product or service. The study of consumer behavior draws upon social science disciplines of anthropology, psychology, sociology, and economics. Through this research, we will investigate the purchase behavior of Samsung users from the reasons that they purchase Samsung mobile phone.

After the buyer has evaluated all options to respond to his need, the fourth step is the actual purchase decision, in which the consumer buys the value that he has perceived, sought, and assessed. This step is dependent on the “product’s features and capabilities, perceived value, quality of shopping experience (online or in store), availability of promotion, return policy, or conditions for the sale” (Perreau, 2016). The fifth and last step of this process is the post-purchase behavior, in which the buyer creates value in consumption or use. After a purchase, the buyer will weigh the adequacy of the product/service compared to his original needs that initially caused the buying behavior process. He will assess the choice he made. If the product brings satisfaction, he will be able to use fewer steps in his next purchase decision. There won’t be a search of information or evaluation of alternatives, for example. This lack of purchase decision and immediate buying decision to repurchase will create customer loyalty. On the other hand, if the buyer experienced dissatisfaction, he will repeat the five steps of the consumer buying decision that was just explained.

The consumer buying process begins with the need recognition where consumers recognize an unsatisfied need and ends at satisfaction or dissatisfaction. It is composed of several steps and is influenced by a set of factors composed of the consumer’s personality, perception, attitude and retailers’ promotional efforts.

Studies of the relationship between purchase intentions and purchase behavior have ignored the possibility that the very act of measurement may inflate the association between intentions and behavior, a phenomenon called “self-generated validity.” In this research, the authors develop a latent model of the reactive effects of measurement that is applicable to intentions, attitude, or satisfaction data, and they show that this model can be estimated with a two-stage procedure. In the first stage, the authors use data from surveyed consumers to predict the presurvey latent purchase intentions of

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

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.

Purchase intention is constructed from consumers’ attitudes and external factors, where attitudes are multiplex consisting of three elements which are cognitive component or knowledge, affective component or emotion, and conative component motivating consumers toward behaviour or response (Adcock et al., 2001). Purchase intention is a significant factor for predicting consumer behaviour (Fishbein and Ajzen, 1975). Also, purchase it can measure the possibility of consumers’ purchases. The level of consumers’ willingness to buy products directly depends on their purchase intention (Schiffman and Kanuk, 2000). Thus, it is an important concept in marketing. Khan et al. (2012) stated that consumers consider many different criteria when they would like to buy products, such as price, quality, product features, brand and convenience. According to previous research, it is found that purchase intention has many different definitions.

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).

There was an investigation in an attempt to understand what situational influences affect purchasing behaviors of consumers. Fifty subjects were asked to complete a survey in determining what attributes affect the decision to purchase a product. The effect of purchase was based on three different times of day: morning, afternoon, and evening. The effect of purchase was also based on whether subjects preferred caffeinated or non-caffeinated soda depending on the time of day. The subjects were asked to rate their preferences on a 5 point rating scale, one being

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.

A customer 's purchasing conduct is affected by social, social, individual and mental components. Shopper conduct is a piece of human conduct and by concentrating on past purchasing conduct, advertisers can appraise how customers may carry on later on when settling on obtaining choices. (Kotler & Armstrong 2010). The accompanying sections concentrate on the social, individual and mental qualities of purchaser conduct.

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Consumer behavior is usually significant to the marketers, which makes the great contribution to let the marketers further know about consumers’ think such as the factors, which play the main role in making the determining (Brosekhan, Velayutham & Phil, 2008). Consumer buyer behavior is an important factor in consumer behavior, which is defined by Blythe (2008) as a kind of significant behavior includes

Since online shopping has become more popular, it has attracted widespread attention. Different models and theories have been adopted by many researchers to identify and examine the factors affecting online shopping intention or behaviours. “The Theory of Reasoned Action (TRA), the Technology Acceptance Model (TAM) and the Theory of Planned Behaviour (TPB)” have been frequently used (So, et al., 2005, pp.1226-1228). Chiu, Chang, Cheng and Fang (2009, p.761) extended TAM “by introducing e-service quality dimensions, trust and enjoyment in the development of a theoretical model to study customers’ repurchase intentions of online shopping”. Similarly, Liao and Shi (2009, p.25) conducted the related research which is also based on the TAM framework, but combined it with “environmental and social constructs to elucidate consumers’ attitude and behavioural intention to use e-retailing”.

From (pan, 2007, p. 5)the author cited from (Engel, 1990)that defines “purchasing intention as a psychological process of decision-making”. The consumers who are motivated by the fulfillment of demands according to their experience and the environment, then after collecting a certain amount of information, they begin to compare and consider; and finally after comparison and decision, they make the decision on certain products.