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).

Consumer behaviour is affected by many uncontrollable factors. Just think, what influences you before you buy a product or service? Your friends, your upbringing, your culture, the media, a role model or influences from certain groups?

Culture is one factor that influences behaviour. Simply culture is defined as our attitudes and beliefs. But how are these attitudes and beliefs developed? As an individual growing up, a child is influenced by their parents, brothers, sister and other family member who may teach them what is wrong or right. They learn about their religion and culture, which helps them develop these opinions, attitudes and beliefs (AIO) (Kotler 2008). These factors will influence their purchase behaviour however other factors like groups of friends, or people they look up to may influence their choices of purchasing a particular product or service. Reference groups are particular groups of people some people may look up towards to that have an impact on consumer behaviour (Haire 2000). So they can be simply a band like the Spice Girls or your immediate family members. Opinion leaders are those people that you look up to because your respect their views and judgements and these views ...