Focus on customers the psychology of buying behaviour1STOUTSOURCE LTD
This presentation covers how to deal with customers and looks at the psychology of buying behavior and demographics. This presentation is from a series at the www.1stoutsource.com community forum search us out and call in.
Consumer Bahavior-6 a Marketing Plan prerequisite by www.marketingPlanNOW.comwww.marketingPlanMODE.com
When studying consumer behavior, what often remains is the process of decision making, an internal processes that includes five main stages: problem recognition, information search, evaluation of alternatives, purchase decisions, post purchase outcomes.
Focus on customers the psychology of buying behaviour1STOUTSOURCE LTD
This presentation covers how to deal with customers and looks at the psychology of buying behavior and demographics. This presentation is from a series at the www.1stoutsource.com community forum search us out and call in.
Consumer Bahavior-6 a Marketing Plan prerequisite by www.marketingPlanNOW.comwww.marketingPlanMODE.com
When studying consumer behavior, what often remains is the process of decision making, an internal processes that includes five main stages: problem recognition, information search, evaluation of alternatives, purchase decisions, post purchase outcomes.
The role of product category for brand relationships CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Marc Fetscherin, Rollins College, USA
Michele Boulanger, Rollins College, USA
Cid Goncalves Filho, Universidade Fumec, Brazil
The role of product category for brand relationships CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Marc Fetscherin, Rollins College, USA
Michele Boulanger, Rollins College, USA
Cid Goncalves Filho, Universidade Fumec, Brazil
Running Head CONSUMER DECISION-MAKING PROCESS .docxjoellemurphey
Running Head: CONSUMER DECISION-MAKING PROCESS 1
CONSUMER DECISION-MAKING PROCESS 7
Consumer Decision-Making Process
Name
Institution
The Consumer Decision-Making Process
Consumer decision making is an intricate process that comprises of different stages that include problem recognition, information search, and evaluation of alternatives. Different types of customers have their individual needs/requirements in their lives that make them to come up with varying decisions. At times, the decisions made by consumers can be complex depending on the views of a consumer concerning a particular product. In this regard, comprehending the critical issues underlying the consumer decision making process and making effective use of the current theories in practice is a common viewpoint by both the consumers and businesses (Connell, 2008).
There is a collective consensus among academics and researchers that the theory of consumer purchasing comprises of many varying stages. Based on different factors, researchers have formulated models and the theories that help to increase the general understanding on the consumer decision making process. Although these theories and models might show some variations at certain points, they lead to a similar understanding on the purchasing theory of consumers. Many models on consumer decision making process comprise of five main stages namely problem/need recognition, information search, alternatives comparison, purchase, and post-purchase assessment (Kim, 2007).
Apart from relying on the consumer purchasing models, marketing managers and businesses use the AIDA (Attention, Interest, Desire, and Action) model to acquire a solid understanding of the consumer decision making process. By applying the AIDA Model, individual businesses and marketing managers find it easier developing appropriate communication strategies and enhance their ability to communicate with consumers in a manner that responds to their desires and needs better (Barker & Angelopulo, 2005). This analysis provides a comprehensive analysis of all the stages of the consumer decision making process and establishes the significance of enhanced sales communication in each stage. The analysis includes a brief discussion on how sales persons can use the AIDA model to assist consumers in making decisions.
Need/Problem Recognition
Need/problem recognition is the first stage of the consumer decision making process. As stated by Kim (2007), problem recognition arises when a person comprehends the disparity between the desirable state of affairs and the real state of affair. The recognition of a need or problem depends on a wide range of situations such as the characteristics or behavior of an individual that eventually results of an idea or decision to purchase a given product or service. As an example, a potential customer may comprehend the ...
Consumer Decision Making ProcessThe consumer decision making is .docxdonnajames55
Consumer Decision Making Process
The consumer decision making is a complex process with involves all the stages from problem recognition to post purchase activities. All the consumers have their own needs in their daily lives and these needs make them make different decisions. These decisions can be complex depending on the consumer’s opinion about a particular product, evaluating and comparing, selecting and purchasing among the different types of product. Therefore, understanding and realizing the core issue of the process of consumer decision making and utilize the theories in practice is becoming a common view point by many companies and people.
There is a common consensus among many researchers and academics that consumer purchasing theory involves a number of different stages. Depending on the different factors and findings, numerous researchers and academics developed their own theories and models over the past years. However, according to Tyagi and Kumar (2004), although these theories vary slightly from each other, they all lead to almost the same theory about the consumer purchasing theory which states that it involves the stages of search and purchase of product or service and the process of evaluation the product or service in the post-purchase product.
Five Stage Model initially proposed by Cox et al. (1983) is considered to be one of the most common models of consumer decision making process and it involves five various stages. These stages are: recognition of need or problem, information search, comparing the alternatives, purchase and post-purchase evaluation. This simple model clearly illustrates and explains how the consumers make a purchasing decision.
Furthermore, Blackwell et al (2006) highlights the argument why this model is more precise and clear compared to the other similar models is that because this model’s core focus is on motivational factors which helps the user to understand the reasons behind the purchasing decision easier.
1. Problem/Need Recognition
Recognition of need or a problem is the first stage of the model. According to Bruner (1993) recognition of a problem arises in the situation where an individual realizes the difference between the actual state of affairs and desired state of affairs. Neal and Quester (2006) further state that the recognition of a problem or need depend on different situations and circumstances such as personal or professional and this recognition results in creation of a purchasing idea. For instance, consumer may recognize the need to buy a laptop when there is need to carry it use it in different places which is convenient compared to a desktop computer.
Solomon et al (2006) classifies the human needs into two different categories depending on their nature. The following categories are mentioned: psychological and functional or physical needs. The authors state that the psychological needs are the outcome of emotional feeling of consumers whereas functional or physical .
Literature Review: The Country of Origin Image Affecting Consumers’ Purchase ...Dr. Amarjeet Singh
The country of origin image is considered as one of
the most important factor for consumers when they make a
purchase decision. A lot of marketers and scholars have
researched this factor from different perspectives. The
country of origin image may ease consumers’ evaluation of the
product when they would like to buy unknown product from
foreign country. In addition, many aspects can affect country
of origin image and the latter can make an impact on
consumers’ perception of goods. The purpose of the paper to
review existing literature for more accurate understanding of
the “country origin image” factor and to analyze its effect on
consumers’ purchase decision. This study explores
consumers’ perception about country’s image from different
kind of variables additionally by giving examples to make it
clearer for readers. This study also shares the personal
opinion about future concept of “country of origin image” as a
factor consumers’ purchase behavior.
Running head PRINCIPLES OF MARKETING1PRINCIPLES OF MARKETING.docxglendar3
Running head: PRINCIPLES OF MARKETING 1
PRINCIPLES OF MARKETING 1
Week 4 Writing Assignment Marketing
Principles of Marketing
Professor Engle
April 12, 2020
Part 1 - Consumer Behavior: How People Make Buying DecisionsConsumer Buying Behavior
Consumer behavior is explained as the selection, buying and consumption of goods or services to fulfill their wants that lead towards satisfaction. Consumer behavior usually involves different processes. First of all, the consumer efforts to find those commodities to which he would provide more utility and would like to consume. Then consumers estimate the money that he has to spend on buying commodities. At last, the consumer makes a comparison of the prices of commodities and after that, if it is suitable then he takes the final decision of buying commodities of his choice.
Product/Service: I am selecting refrigerators as a product that I will offer to customers.
1) Consumer Behavior Model- Environmental Factors
Many environmental factors affect consumer buying behavior like political environment, economic environment, social environment, technological environment, and cultural environment. I will elaborate on only the two more targeted in the present scenario.
The Technological Environment
Technology has brought much advancement not only to products and services, but it also has changed the way of promotional activities. Now there are a variety of features that are introduced like flex-zone, air filtration, adjustable shelves, spill-proof digital shelves, full extension drawers, full-width pantry drawers, electric temperature control, door alarms, designer LED lighting, under counter ice makers, under counter Kegerators. All these advancements are just due to technological advancement. Now the buying behavior of the consumer has changed and they prefer the latest technological product.
Technologies also alter the promotional mix in another significant way: They change the way firms market their products and services. Revolutionary changes originated through the internet, which introduces marketers to a new source that is fully supported for the promotion of goods and services. Marketers should follow technological improvements and adapt their approaches, to take benefit of the opportunities.
The Cultural Environment
Culture can be defined as the combination of art, customs, knowledge, morals, beliefs, value and habits acquired by society. Culture sets certain limitations on behavior that called norms and defilement of these cultural norms consequences in the formation of sanction. Both norms and sanctions affect the consumption pattern. Every society makes its own culture and that influences the choices, wants and behavior of consumers. Chinese don’t prefer durability while the Japanese prefer it. Like people of Islamic countries do not like and permit live-in relationship, it is the culture of Islamic countries, so unmarried live alone and prefer mini-fridge. While in Europe and other c.
Running head PRINCIPLES OF MARKETING1PRINCIPLES OF MARKETING.docxtodd581
Running head: PRINCIPLES OF MARKETING 1
PRINCIPLES OF MARKETING 1
Week 4 Writing Assignment Marketing
Principles of Marketing
Professor Engle
April 12, 2020
Part 1 - Consumer Behavior: How People Make Buying DecisionsConsumer Buying Behavior
Consumer behavior is explained as the selection, buying and consumption of goods or services to fulfill their wants that lead towards satisfaction. Consumer behavior usually involves different processes. First of all, the consumer efforts to find those commodities to which he would provide more utility and would like to consume. Then consumers estimate the money that he has to spend on buying commodities. At last, the consumer makes a comparison of the prices of commodities and after that, if it is suitable then he takes the final decision of buying commodities of his choice.
Product/Service: I am selecting refrigerators as a product that I will offer to customers.
1) Consumer Behavior Model- Environmental Factors
Many environmental factors affect consumer buying behavior like political environment, economic environment, social environment, technological environment, and cultural environment. I will elaborate on only the two more targeted in the present scenario.
The Technological Environment
Technology has brought much advancement not only to products and services, but it also has changed the way of promotional activities. Now there are a variety of features that are introduced like flex-zone, air filtration, adjustable shelves, spill-proof digital shelves, full extension drawers, full-width pantry drawers, electric temperature control, door alarms, designer LED lighting, under counter ice makers, under counter Kegerators. All these advancements are just due to technological advancement. Now the buying behavior of the consumer has changed and they prefer the latest technological product.
Technologies also alter the promotional mix in another significant way: They change the way firms market their products and services. Revolutionary changes originated through the internet, which introduces marketers to a new source that is fully supported for the promotion of goods and services. Marketers should follow technological improvements and adapt their approaches, to take benefit of the opportunities.
The Cultural Environment
Culture can be defined as the combination of art, customs, knowledge, morals, beliefs, value and habits acquired by society. Culture sets certain limitations on behavior that called norms and defilement of these cultural norms consequences in the formation of sanction. Both norms and sanctions affect the consumption pattern. Every society makes its own culture and that influences the choices, wants and behavior of consumers. Chinese don’t prefer durability while the Japanese prefer it. Like people of Islamic countries do not like and permit live-in relationship, it is the culture of Islamic countries, so unmarried live alone and prefer mini-fridge. While in Europe and other c.
Family Shopping- How are Choices Impacted by the Decision Making Processes of...RHIMRJ Journal
Now a days shopping is just not shopping buy an experience or family entertainment. Due to huge range of products and
plenty of malls around us customer has to choose a bit. Especially family with children and young shoppers has to ask them about
their decision regarding some of the products, which influence the young shoppers in the family. The choice of young shoppers in
the family shopping is one of the most important matters now days.
MBA 5501, Advanced Marketing 1 Course Learning Outcom.docxAASTHA76
MBA 5501, Advanced Marketing 1
Course Learning Outcomes for Unit III
Upon completion of this unit, students should be able to:
2. Synthesize the use of marketing research and demand forecasting to predict business outcomes, and
contrast the influence of micro and macro environmental factors on marketing strategies.
2.1 Explain the impact of environmental factors with a company using the political, economic,
social, and technological (PEST) analysis tool.
2.2 Describe a company’s marketing history and its evolution to current practices.
3. Compare new product development and competitive product strategies.
3.1 Compare competitors within an industry.
4. Analyze consumer relationships and buying processes by outlining the development and cultivation of
customer relationships considering value, satisfaction, and loyalty.
4.1 Summarize a business’s next step for growth and potential with a focus on customer value,
satisfaction, and loyalty.
Course/Unit
Learning Outcomes
Learning Activity
2 Case Study; Chapters 5, 6, and 7
2.1 Case Study; Chapters 5, 6, and 7
2.2 Case Study; Chapters 5, 6, and 7
3 Case Study; Chapters 5, 6, and 7
3.1 Case Study; Chapters 5, 6, and 7
4 Case Study; Chapters 5, 6, and
4.1 Case Study; Chapters 5, 6, and 7
Reading Assignment
Chapter 5: Creating Long-Term Loyalty Relationships, pp. 127–146
Chapter 6: Analyzing Consumer Markets, pp. 157–179
Chapter 7: Analyzing Business Markets, pp. 189–210
Unit Lesson
Chapter 5: Creating Long-Term Loyalty Relationships
What is a brand that you purchase frequently and will go out of your way to find? What brand will you not only
shop around for but will also travel a distance to find? This practice means that you have created a
relationship with this brand; in the marketing world, this means that you have developed brand loyalty.
Kotler and Keller (2016) discuss customer value through the concept of customer perceived value (CPV),
which is defined as the difference between the customer’s perception of the product/service and the direct
and indirect competitors. A direct competitor is a company that provides the same products/services, while an
indirect competitor is one that provides products/services that do not necessarily provide the same
products/services but provide an alternative that the customer might choose if he or she did not purchase
your product/service. For instance, a direct competitor of Disney World might be Universal Studios, whereas
UNIT III STUDY GUIDE
Understanding the Consumer
MBA 5501, Advanced Marketing 2
both provide similarly themed entertainment. An indirect competitor might be Six Flags amusement parks,
which focus on thrill rides and provide the consumer with an alternative to the Disney World experience.
Marketers are always looking for methods by which they can create trust and commitment with the consumer.
Many times, this leads to a system of brand stra.
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In order to survive the high competition in business term, it is crucial to understand how
to attract consumer. When consumers make decision for purchasing products, they can
be influenced by many factors. Understanding those factors, in other words, consumer
behavior leads to better business decision. Consumer behavior is defined in the
following way:
“It is the study of the processes involved when individuals or groups select, purchase,
use or dispose of products, services, ideas or experiences to satisfy needs and desires”
(Solomon, Bamossy et al. 2006 cited in Jeff, 2008 p3).
To achieve the deeply understanding consumer behaviour, this paper will analyse case
study, Mr and Mrs Bradford visit IKEA LEEDS, from theoretical perspective.
In terms of involvement, it seems to be relatively high. The reason is discussed in
following sentences. Firstly, as Bradfords who are a professional couple and whose age
are both in mid-thirties, they can be in Upper-Middle Class (Table1).
Although they are in Upper-Middle Class, they spent a great deal of money for moving
from previous place to new one, which can lead them to be more sensitive for price tag
and research beforehand. This is supposed by the fact that they plan to visit IKEA,
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where reasonable products are sold. Also, it seems that they have already been
knowledgeable in terms of purchasing furniture since they had experienced movement
before. Moreover, furniture and accessories tend be high-priced product even in IKEA.
Considering of these facts, the level of involvement can be identified as limited problem
solving.
In the family decision making, According to research conducted in 1974 by Davis and
Rigaux, traditionally each members plays an important role and as for Bradford’s case,
three types of group purchase decision might be found depending on which types of
product they would buy (Figure1). First type of group purchase decision is
Husband-dominant decision making, where the purchase decision is made by husband
such as Electronics. Second is Wife-dominant decision making, in which wife makes a
final purchase decision such as kitchenware. Final category is Joint decision making
(Autonomic), where both husband and wife contribute to decision-making such as
dining table and sofa. As for the Bradfords’ case, living furniture is on the category of
syncratic, which means both spouses may jointly make a purchase decision. This Figure
1 also provides a brief view of who plays a strong role in family purchase decision
among a couple.
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Also, children can strongly influence on family decision-making. According to family
life cycle (FLC, Figure2), Bradfords can be categorised into Young couples more
specifically in Married Couples with Children. In this stage, the ages of the children
influence critically on the pattern of the family (Mediamark research, 1990).
As a matter of fact, children in the US, who are under twelve year, affected $500 billion
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in terms of family consumption, which implies that children can have potential
influence over family purchase decision-making. In Bradford’s case, it could be possible
that Bradford’s child, Ted, also influence on the decision making of family purchase
indirectly. In other words, Bradfords might purchase living room furniture with taking
into future perspective toward Ted into consideration. For instance, purchasing bigger
table and large sofa.
Another critical viewpoint can be applied for examining the individual roles of Bradford
family members at each stage of consumer decision making process (Figure3), which is
consisted of five stages: Need recognition, Information search, Alternative evaluation,
Purchase decision, Post-purchase behaviour. In the each stage, different family members
could have different roles in influencing on decision-making. In this decision-making,
an individual could be regarded as five roles at the same time, or more than two family
members could get involved at each stage.
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In this stage, one or more family members can be the role of the initiator and they
recognise their needs for products. In Bradford’s case, Bradfords both admitted need of
products for living room in order to entertain their friends (social need, which refers to
Maslow’s hierarchy). At the same time they recognized the problem that they had not
much money to purchase products to decorate the new room even thought it is lager
than previous one (need change).
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In the information search stage, consumers start to look information for solving the
problem (purchasing living room furniture in tight budget as for this case). It can be said
that since Bradfords have experienced moving before, Bradfords already have known
about the price of furniture and accessories in some extent (internal information).
Therefore, it is possible to regard Bradfords both as a search influencer. Also, the fact
that they consider living room as important place for entertaining friends shows that
they might get information from their friend as well (external information).
In this stage, customers evaluate the most suitable choice with information that is
collected in the previous stage. IKEA is the well-know supermarket for furniture and
accessories with reasonable price (positive perception). In addition IKEA has various
products not only for adults but also for kids (positive perception). According to the
research conducted by Hopper in 2000 (Table2), wives are more dominant position
when deciding where, what colour and style, and which brand to buy so in this case,
wife of Bradford can be decider. As Bradfords spent great amount of money for moving,
they do not have a choice of other supermarkets that have high-priced products (inept
set).
Since consumers have evaluated different alternatives, they can make a decision. When
considering alternatives, Bradfords might decide IKEA through taking into
consideration with allowed budget, well-known brand, and previous experience. In this
stage, table 2 shows that decision about how and how much to pay is regarded as
husband dominant. Therefore, husband of Bradford can be buyers.
As for post purchase behaviour, customers can identify whether they has chose the right
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way in purchasing this product or not by evaluating sufficiency with their original
desires (caused the punching behaviour). Bradfords may satisfy with their purchase of
furniture and accessories (positive review). However, it can be assumed that they would
waste money since they decided to visit IKEA instead of online shopping that would
give them more chance to compare with similar products in terms of price. It is revealed
that women tend to be gatekeeper and they do more research than men to upgrade the
information about items (Ziene and Deirdre, 2004). It implies that wife of Bradford can
make a negative feedback about IKEA when she recognises price difference through
online comparison after purchase.
In conclusion, it is recommended that retailers need to figure out the families purchase
decision habit and arrange the interior of shops depending on segments where husbands
or wives are dominant. For example, cleaning products should be located closed to
Kichen-ware, which both are considered as wife dominating product (Figure1). This can
reduce the conflict between husbands and wives in terms of making decision, and they
therefore purchase smoothly while perceiving positive review, which might be affect on
future purchase decision. Although there are many factors influencing on consumer
behavior, in Bradfords’ case, wife may be main decision maker about which products to
buy.
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Andy Schmitz. (2012) “Exploring Business” 2nd
ed. [Online] Available
<https://saylordotorg.github.io/text_exploring-business-v2.0/s13-08-the-marketi
ng-environment.html> [Accessed 5 Apr 2016]
Center for a New American Dream (2002), “Just the Facts about Advertising and
Marketing to Children,” Newdream.org [Online] Available
at<http://www.newdream.org/programs/beyond-consumerism/kids-and-commer
cialism> [Accessed 5 Apr 2016]
Davis, H. L. and Rigaux, B. P. (June 1974), “Perception of Marital Roles in Decision
Processes,” Journal of Consumer Research, 1, 57.
JoAnne S. Hopper. (2001). “Academy of Marketing Studies Journal”. [Online]
Available <
http://www.freepatentsonline.com/article/Academy-Marketing-Studies-Journal/2
08890537.html> [Accessed 5 Apr 2016]
John, F, T, Jr. and Mary, A, R. (2015) “Principle of Marketing”. 20th
ed. [Online]
Available
<http://catalog.flatworldknowledge.com/bookhub/reader/5229?e=fwk-133234-c
h03_s01_s02#fwk-133234-ch03_s01_s02> [Accessed 5 Apr 2016]
Mediamark Research (1990), Lifestage Marketing. Mediamark Research: New York.
Sirgy, M, J., Don R, R, and Laura P, D. (2016) “Consumer Behavior Today”. [Online]
Available <
http://catalog.flatworldknowledge.com/bookhub/reader/8111?e=sirgy_1_0-ch12
_s03 > [Accessed 5 Apr 2016]
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SOLOMON, M., et al., (2006). Consumer Behaviour: A European Perspective. 3rd ed.
Harlow: Prentice Hall cited in Bray, J. P., (2008). Consumer Behaviour Theory:
Approaches and Models pp3.
Ziene, M. and Deirdre, Q. (2004) “Couple Dynamics in Household Tourism Decision
Making: Women as the Gatekeepers?” Journal of Vacation Marketing, 10(2),
149–60.