Survey Research Project

Abstract

Consumer decision-making is defined as the behaviour patterns of consumers that proceed, determine and follow the decision making process for the acquisition of need satisfying products, ideas or services (Du Plessis & Rousseau, 1999). During the consumerdecision-making process, not only do consumers make decisions regarding which brand options to choose but they also decide what quantity of the good to purchase. Consumers make decisions in order to reach their goals, which include making the best choice among alternative possibilities, reducing the effort in making the decision, minimizing negative emotions, and maximizing the ability to justify the decision. In summary, consumer decision-making is a constructive process (Mowen & Minor, 2006).

Introduction

This report will investigate the consumer behaviour construct for the purposes of articulating a consumer decision-making model.  In so doing, the report will critically discuss the influence of internal factors, such as perception and motivation, on consumer behaviour and, importantly, discuss the ways and means by whichconsumer behaviour principles can be used as a conceptual framework to help managers understand and solve marketing problems.  Following a review of the scholarly literature on the aforementioned issues, the report will report on the results of a survey which focused on consumer buying behaviour in relation to remedial massage therapy.  Four respondents were involved in this study.

Methods

Practical Application

As argued through the foregoing review of theoretical and empirical studies, the consumer decision making process is a complex one.  The process is informed and influenced by multiple factors, including subjective consumer perceptions of a brand/service, the consumer/decision-maker's character and individual personality and the extent to which consumers have recognised their need for a specific good/service.  The implication here is that numerous variables affect the decision making process and it is imperative for marketers to understand which of these has the greater influence on the purchase decision so that they may address it in their campaigns.  Proceeding from a recognition of the imperatives of identifying the most influential of the variables in question, the researcher formulated a decision-making matrix, explained below. The decision-making matrix, therefore, is comprised of the following variables:

Recognition of need: This refers to whether or not the consumer has identified a need for a specific product/service

Strength of need:  Assuming recognition of need, this refers to consumer perceptions of the strength of their need for a specific product/service

Consumer personality:  Needless to say, consumer personality will influence their decision-making process and the outcome of the process.  Within the parameters of this matrix, the following consumer characteristics are important:

Price and quality conscious

Brand conscious

Impetuous

Consumer perception of the service/product offered:  When choosing between substitutes, consumers cognitively process the information available to them regarding each of these substitutes and, as such, subjectively react to the product/services in question.  The implication here is that consumer perception of a product is an individualised and subjective evaluation of a product/service.

Consumer's socio-economic status:  Socio-economic status undoubtedly factors into the decision-making process on several levels.  A consumer's social class and education reflects the range of his experiences and his/her income level is a good indicator of both the quality accustomed to and the weight given to the price ...