AFC JAPAN

AFC Japan

[Name of the Institute]

AFC Japan

Problem faced in changing the Marketing Tactics due to the Buying Behaviour of Consumers

Purchase intention is a very important concept in marketing. The quantity of literature on this topic is very high. The many studies on the topic have concentrated on purchase intention as relates to packaged food, food products, apparel, online buying, automobiles and capital equipment. Studying purchase intention is so important for the companies as it aids them with their resource allocation decisions. Marketers need to predict purchase intentions so that they can predict the forecasts for new and existing products (Ajzen, I. (2005, pp 4). The prediction whether a consumer will purchase a product or service or not is dependent on whether he intends to purchase it or not. This has been proved and reinforced by many theories on consumer buying behaviour (Economus, 2010, pp: 126). There are various ways in which the intention to purchase can be measured but before this, it is essential to understand what is purchase intentions and how does it relate to the consumer buying behaviour, adult consumers' lifestyles and their opinions. The aim of the telephonic survey is to establish the relationship between consumer's lifestyle, opinions and purchasing intention for adult consumers in the United States of America (Ahmad, 2010, pp: 227).

However, on the other hand, there are various ways in which the intention to purchase can be measured but before this, it is essential to understand what is purchase intentions and how does it relate to the consumer buying behaviour, adult consumers' lifestyles and their opinions. Promotional campaign reflects the needs, trends, views, behavior and habits of consumers. This approach applies not only when starting a new business, but it is recommended to continually indulge in market research to rectify problems during and after the process. It is likely that, once the product or service is launched, emergence of new competitors or changing consumer habits and behavior, may change the scenario (Arena BLM, 2009, pp: 12).

Purchase intention

Purchase intention refers to a plan of a person who wants to buy a certain product or service in the future. This purchase intention may be the product of any of the multiple stages in the consumer buying process. Consumer buying behaviour involves all the behaviours of a person and the decision processes that are involved in buying a certain product or service and using it. There are certain factors that influence the consumer buying behaviour and one of these factors is the purchase intent (Degeratu, 2008, pp: 78). Although, the two concepts are related to each other, the order of the two in that which concept becomes the influencing factor for the other differs from person to person (Evans 2006, p 269). This is to say that there can be a person for whom the intention to buy will drive the consumer buying behaviour. On the other hand, there can be another person for whom the consumer buying behaviour will determine if he wants to ...