Consumer behaviour reflects the totality of consumers. These elements will be briefly presented after analyzing all the stages of the buying decision process. The main catalyst which triggers the buying decision of an individual is need for a particular productservice. Marketers task is to study consumer behaviour in order to achieve a thorough understanding of all. According to belch and belch, whenever need arises. Studying peoples buying habits isnt just for big companies. Chapter 6 class notes contents of chapter 6 class notes. Once the human behavioural models have been addressed, the chapter will focus on models of consumer behaviour. It is concerned with the activities of individuals in buying and using the goods and services. The stimulus response model kotler, 1997 of consumer behaviour is useful. Consumer behaviour, home cleaning, buying process, buying behaviour. Scope of the study services for personal consumption. The consumer buying process is a complex matter, since many internal and external factors have an impact on the consumer.
Distinguish between lowinvolvement buying decisions and highinvolvement buying decisions. What is consumer research process in consumer behaviour. At any given time, youre probably in some sort of buying stage. Companies spend billions of dollars annually studying what makes consumers skip a beat.
The term consumer behaviour is the behaviour shown by the consumer at the time of searching, purchasing, using, and disposing of product and services which satisfy his needs and wants. These models, labeled the grand models of consumer decisionmaking which tend to describe the process of proceeding throughout a major buying decision. Marketers task is to study consumer behaviour in order to achieve a thorough understanding of all five stages unfolding in this process, not only of the purchase decision as such. Consumer behaviour is a decision process and physical activity individuals engage in when evaluating, acquiring, using or disposing of goods and services. The buying decision process and types of buying decision. Even small businesses and entrepreneurs can study the behaviour of their customers with. Consumers purchase products and services as and when need arises.
Actual purchasing is only one stage of the process. Consumer behaviour considers the many reasons why people shop for products, buy and use them, and then dispose of them. When purchasing a product, researchers identified several processes through which consumers go duhaime et al. Study on consumer decision making process in the selection. Moreover, a framework of moments that matter in consumer decisionmaking process and factors that influence them was elaborated for a possibility to influence consumer behaviour in favour of companys offers. It includes the decision making process that precedes his actual. Consumer buying behaviour refers to the buying behaviour of the ultimate consumer. Understand what the stages of the buying process are.
A purchase decisionmaking process model of online consumers. Thats what the study of consumer behavior is all about. Buying behaviour is influenced by motives rational emotional curiosity attitudes, perception, social factors and personal factors. Journal of international business research and marketing. The purpose of this study is to know the process or pattern of a consumer for buying a. Six stages to the consumer buying decision process for complex decisions. Explaining the consumer decisionmaking process research leap. Pdf the study focused on consumer buying behaviour process. In a laymans language consumer behaviour deals with the buying behaviour of individuals.
Furthermore, recommendations for marketers were suggested for deeper understanding the consumer behaviour and their. Buying behaviour differs greatly depending on the purchased item, therefore, the types of decision behaviour need to be known and studied. Thus models of buyer behaviour are generally based on certain factors internal to the consumer e. Many factors, specificities and characteristics influence the individual in what he is and the consumer in his decision making process, shopping habits, purchasing behavior, the brands he buys or the retailers he goes.
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