MARKETING PERSPECTIVE

Marketing Perspective

Marketing Perspective

Consumer Behavior and Decision Making

The decision making of a consumer can be defined as the decision process that customer go through to buy a product. It is said that the customer's purchasing behavior mainly depends on different factors like the historical, cultural and political processes. The historical processes affect the buying behavior in such a way that a person's history affects his beliefs and norms very much (Andreasen, 2007, pp.18). It is the person's historical and family background and traditions that affect the buying behavior of a person. Buyer or consumer behavior refers to all of the processes and actions taken by the consumer in order to finalize their purchase. A company needs to identify its market to know their customers, their needs and know how to behave to satisfy the needs of the customer. Buyer's behavior refers to behavior that buyer use to search, use, evaluate and buy products and services in order to meet their needs. A study of consumer behavior is an analysis of how individuals make decisions spend their available resources (money, time, effort) on consumption-related items. This includes the study of what, when, why, how, and where they buy and how often they buy. (Bellman and Johnson, 2006, pp.21).

Consumer Decision-Making Styles

For each purchase, regardless of consumer age, a purchase decision is made, and a variety of associated behaviors can occur. Consumer behavior is a complex phenomenon because it is dynamic and involves interactions and exchanges. The affect and cognition are psychological processes that must be inferred, overt consumer behavior (Boush and Loken, 1991, pp. 16).

Consumer buying behavior knowledge is a vital part for an effective development of market strategy. It is an essential requirement for any business entity to sustain their position in the market and grow. The existing literature and theories of consumer buying behavior has always been concentrating the choice behavior of consumer, specifically the choice of brand behavior. Very little attention has given to the spending of consumers and their selection criteria for the supermarkets as a distinctive field of research, if empirical and theoretical researches are compared. It has suggested by the researchers that consumers are now focusing more over the strategies in comparison to the strategies of brand in order to resolve the problems of consumption. E.g. a few consumers save energy and time by shopping bulk quantity of different products simultaneously. The process for the choice of store comes first and then the consumers decide which of the brand they should buy. The results and findings extracted from this survey highlighted very interesting outline of the behavior of shopping and habits too, which will be extremely beneficial for the marketer to shape their future strategies (Bridges and Sood, 2000, pp. 1).

Compared with the empirical and theoretical work on brand choice behavior, the behavior of sponsorship shop as a separate field of study has received little attention. However, the researchers suggest that consumers use marketing strategies, rather than branding strategy in solving many problems of ...