The Model of Consumer Buying Behavior and Marketing: Case Analysis

which lead  to  the decline  in sales for isnack 2.0. The lack of connection with consumers

Consumer behaviour is defined as the behaviour that consumers undertake in seeking, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their personal needs (Nayeem 2012). Different consumer may have different choices in purchase that is dependent on various influences. High involvement purchase sets the best example of engaging in consumer behaviour in various aspects as complex buying behaviour occurs when the consumer is highly involved with the purchase and when there are significant differences between brands. This behaviour can be associated with the purchase of a something significant in value and meaning to consumer which could be risky (Tanner 2012). High

The purpose of this exercise is to broaden your understanding of consumer behaviour by bringing

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.

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.

The following report establishes the buying habits of the customers and determines what motivates them to come to our business. From research done elsewhere, it was noted that the age as well as the income level are major determinants of the buying habits of customers. In order to establish whether this really applies to our business as well, a survey was sent to a sample of 200 of our customers. The customers were asked to give their age and level of income only and they were rewarded with a gift card of $25 towards their next purchase.

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.

Consumer purchasing process is the stages which a buyer passes through a decision making pathway to buy a products and services (Kotler & Armstrong, 2012). It is defined as the activities that occur when decisions are made in a schematic format and reveals how different internal and external forces interact to affect how consumers think, evaluate, and act. The consumer purchasing process consists of five major stages. The five stages of consumer purchasing process are problem recognition, acquisition of information, evaluation of alternatives, purchase decision and post-purchase behaviour. Generally, consumers go through these stages when making purchasing decision. According to Blackwell, Miniard, and Engel (2012), the consumer

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

There are two models that we will analyze in this essay to see which is the most suitable approach to understand consumer behaviour, they are cognitive and behavioural models, there are actually three models lies within initial decisions of consumer behavior, the third one is reinforcement model but in this case we will not analyze it. First of all, the way of starting off the essay is by defining both cognitive and behavioural models found from the journals, followed by comparison between the two models, which are the best to understand consumer behaviour, giving advantages and disadvantages of the two models. The third part is to decide which is the most suitable approach to understand consumer behaviour and give reasons to the answer.

Consumer behavior theory which is also called utility theory. It is the theory which focus on studying different groups of consumers’ decisions of selecting, purchasing, using, disposing various products(Solomon, Bamossy et al., 2006; Schiffman ANDKanuk 2007). According to Bray, J. P.’s (2008)article which relates to the approaches and models of consumer behavior theory, it is said that there are five theoretical approaches which would study consumer behavior theory, including economic man, psychodynamic, behaviorist, cognitive and humanistic.

The overall purpose of this report is to come across the challenges of understanding the consumer and how an understanding of consumers is a key input into the development of an effective and efficient marketing mix strategy. How and in what ways marketing and consumer behaviour theories influence (or influenced) decision making process for a product. This report serves a set of factors and influences that effect the consumer buying behaviour in different products. It contains the purchases for one week in a matrix and can be useful to the marketers to analyse the consumer buying behaviour and the needs and preferences of the consumer when purchasing a product. This report can also help the marketers to plan their marketing strategy in the best way that consumers and the companies get benefited. The marketers can analyse a product in view of the consumers who are the ultimate users of the product. Analysing this report gives them a view of new strategies for their product to be successful in the market.

Describe, using relevant theory, each step of the Decision-Making Process that the consumer would go through when purchasing this product.

1. Consumers are often` confronted with incomplete information. How do consumers deal with incomplete information for (a) attribute values (b) brands? (give examples)