CONSUMER BUYER BEHAVIOR

Consumer Buyer Behavior

Consumer Buyer Behavior

Introduction

The study of how and why people purchase goods and services is termed consumer buying behaviour. The term covers the decision-making processes from those that precede the purchase of goods or services to the final experience of using the product or service (Abdulsalami 2004). Models of consumer buying behaviour draw together the various influences on, and the process of, the buying decision. They attempt to understand the proverbial 'blackbox' of what happens within the consumer between his or her exposure to marketing stimuli and the actual decision to purchase.

In the next reading, Kotler et al. (2004) briefly explain the 'black box' model; however Figure 4.1 shows the content and process involved much clearer.

Four Major Factors That Influence Consumer Buyer Behaviour

A Consumers Buyer Behaviour Is Influenced By Four Major Factors; Cultural, Social, Personal, And Psychological consumers buyer behaviour is influenced by four major factors; cultural, social, personal, and psychological factors. These factors cause consumers to develop product and brand preferences (Shibutani 2005). Although many of these factors cannot be directly controlled by marketers, understanding of their impact is essential as marketing mix strategies can be developed to appeal to the preferences of the target market. When purchasing any product, a consumer goes through a decision process. This process consists of up to five stages: problem recognition, information search, evaluation of alternatives, purchase decisions and post purchase behaviour. The length of this decision process will vary, ranging from shorter routine response behaviour, to limited problem solving and a more comprehensive extensive problem solving. A consumer may not act in isolation in the purchase, but rather may be influenced by any of several people in various roles (Plummer 2004).

The consumer buying process is a complex matter as many internal and external factors have an impact on the buying decisions of the consumer (Mumby 2004).

People's social status will also impact their behaviour. What is their role within society? Are they Actors? Doctors? Office worker? And mothers and fathers also? Clearly being parents affects your buying habits depending on the age of the children, the type of job may mean you need to purchase formal clothes; the income which is earned has an impact. The lifestyle of someone who earns £250000 would clearly be different from someone who earns £25000 (Engel 2000). Also characters have an influence on buying decision. Whether the person is extrovert (out going and spends on entertainment) or introvert (keeps to themselves and purchases via online or mail order) again has an impact on the types of purchases made.

Types of Consumer Buying Behavior

There are four typical types of buying behaviour based on the type of products that intends to be purchased. Complex buying behaviour is where the individual purchases a high value brand and seeks a lot of information before the purchase is made. Habitual buying behaviour is where the individual buys a product out of habit e.g. a daily newspaper, sugar or salt. Variety seeking buying behaviour is where the individual likes to shop around ...