Pdf factors affecting consumer buying behavior researchgate. It also introduced the selfimage congruency hypothesis and highlighted the significance and purpose of the current study. The purpose of this research was to study how different factors of consumer behavior effect on. Though there are many influences on buyer behavior, four main categories are often cited as the primary factors in a purchasing decision. In order to offer any product or service to the customers businesses must understand their customers culture, social group and many other factors. Types of consumer buying behavior are determined by. Complex and expensive purchases are likely to involve more buyer deliberation and more. Reference groups in consumer buying role of reference groups. Considerable research on buyer behavior both at conceptual level and empirical level has been accumulated. Finally this knowledge acted as an imperative tool in the hands of marketers to forecast the future buying behavior of customers and devise four marketing strategies in order to create long term customer relationship. There is a great difference between buying toothpaste, a tennis racket, a personal computer and a new car. This type of behavior is encountered when consumers are buying an expensive, infrequently bought product. The buying behavior of consumer passes through five stages beginning from recognition of problem, followed by searching information, evaluating the alternatives, purchase of goods and ending with.
While any amount of foot traffic is good, your business needs buying customers. These factors affect consumer at a psychological level and determine her overall buying behaviour. Consumer behaviour meaning, determinants and its importance. Understanding buyer behaviors plays an important part in marketing. Buyer behaviour is an important tool in the hands of marketers to forecast the future buying pattern of customers and devise appropriate marketing strategies to create longterm customer relationships. Buying behaviour differs greatly depending on the purchased item, therefore, the types of decision behaviour need to be known and studied. Maslows hierarchy, herzberg theory and freud theory try and explain people different motivational level in undertaking a buying decision. Consumer buying behaviour refers to the buying behaviour of the ultimate consumer. B2b markets have their own patterns of behavior and decisionmaking dynamics that are important to understand for two major reasons. Consumer buying behavior is the mix of a consumer s attitudes, preferences, and decisionmaking process when the consumer is acting in the marketplace to buy a good or service. Once the product core competencies have been determined, core marketing is the. The different types of consumer behavior determine how consumers make purchasing decisions.
This theoretical research attempts to turn back the pages in literature, to understand the concepts and existing theories in the consumer buying behavior. Consumer behaviour jane priest is a teaching fellow at edinburgh business school and teaches parts of the oncampus marketing course, as well as the consumer behaviour elective by distance learning. Find, read and cite all the research you need on researchgate. The heterogeneity among people makes understanding consumer behaviour a challenging task to marketers. Types of consumer buying behavior mba knowledge base. Consumer buying behavioran overview of theory and models. First, when you are a member of an organization, its helpful to appreciate how and why organization buying decisions are different from the decisions you make as an individual consumer. It helps them to yield information about how the consumers think, feel and choose their products. Algol technics year 2009 pages 56 the purpose of this study is to research the customer buying behavior in a specific market. Sep 11, 2012 so the consumers think rationally before buying any product. Consumer buying behaviour definition, example, process, types. Consumer behaviour emerged in the 1940s and 50s as a distinct subdiscipline in the marketing area.
Consumer buying behaviour definition, example, process. So the consumers think rationally before buying any product. Buying a toothpaste is totally different from buying a luxury car. The buying behavior of consumer passes through five stages beginning from recognition of problem, followed by searching information, evaluating the. Industrial and individual consumer behavior models. Consumer behavior characteristics can be viewed in terms of individuals or groups. These varied behaviors influence the personal preferences of the other set of individuals as they.
Consumer behavior in marketing patterns, types, segmentation. Social factors influencing consumer behavior definition. Consumer behaviour, buying behaviour abstract addressesone ofthefundamental issuesofemarketing. Chapter 3 will provide clarity on the consumer decisionmaking process. Consumer behaviour and marketing action learning objectives after studying this chapter, you will be able to understand. Importance and intensity of interest in a product in a particular situation. The four major types of consumer behavior are habitual, variety, complex, and dissonancereduction. Understanding the types of consumer buying behavior business. Businesses can sell more by considering characteristics of consumer behavior, like how psychology and environment influence buying decisions. The social factors are the factors that are prevalent in the society where a consumer live in.
Hence marketers felt the need to obtain an indepth knowledge of consumers buying behaviour. The study of consumer buying behaviour is an interdisciplinary subject area drawing widely from sociology, psychology, anthropology etc. Consumer behavior is the study of how and why people buy what they do. Pdf effect of product packaging in consumer buying decision. The importance of understanding consumer behaviour can most probably be summarised in a simple, yet powerful, statement by assael 1995. Consumer buyer behaviour definition research methodology. Pdf consumer buying behaviour refers to the buying behaviour of the ultimate. Jul 02, 20 kotler and keller 2011 state that the importance of studying consumer buying behaviour as an area of marketing is increasing due to several factors. An individual buying behaviour is influenced by motivation, perception, learning, beliefs and attitude. What are social factors influencing consumer behavior. First and foremost, a customer tries to discover what items heshe ought to consume and after that feels free to choose just those products that guarantee them more.
Abstract globally, the term, marketing is not a new phenomenon. Once the human behavioural models have been addressed, the chapter will focus on models of consumer behaviour. Construct a representative buying process with various decision points for each type of eyewear purchase that is an omnichannel representation of the market. Understanding the types of consumer buying behavior. There are four types of consumer buying behavior on the basis of buyer involvement while purchasing any product. Personality determines how we see ourselves and the world. She is a key member of a team exploring how technology can be used to enhance the student learning experience.
Dec 30, 2017 reference groups in consumer buying hints that as a consumer, your decision to purchase and use certain products is influenced by reference also. No commodities can move from a production point to a consumption point without putting the marketing machinery at work. Thus, one can predict consumer behavior based on economic indicators such as the consumers purchasing power and the price of competitive products. One thing needs to be highlighted here is that consumer behaviour does not end with purchase of goods or service, but also. The economic model of consumer behavior focuses on the idea that a consumers buying pattern is based on the idea of getting the most benefits while minimizing costs.
The main purpose of the study was to find out if the basic idea of issuing customer cards still holds in a situation where a customer owns two or more of such cards, and which factors possibly influence the buying behaviour of such customers. It is the sum total of the attitudes, preferences, beliefs and decisions regarding the consumers behavior when purchasing a product or service in a market. The purpose of this study is to research the customer buying behavior in a. Consumers determine the sales and profits of a firm by their purchasing decisions. Due to increasing selfservice and changing consumer. 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. They are highly involved in the purchase process and consumers research before committing to invest. Consumer decisionmaking varies with the type of buying decision.
To identify buying behaviors, find out as much as you can about the people who buy your product or service. Social influences on the consumer decision process. The buying decision process and types of buying decision. Nov 26, 2019 there are four main types of consumer behavior. This thesis is made for a subgroup of algol technics which specializes in the marketing of driver seats. Factors which influence the buying behaviours of customers.
Determine the key purchasedecision drivers across channels for upscale sunglasses and rxprescription glasses. Families influence on buying habits includes how parents play a significant role and, eventually, how a spouse and children play an even more significant role. Consumer behavior is determined by the buyers level of involvement and interest in a product or a situation. Types of consumer buying behavior types of consumer. Types of consumer buying behavior types of consumer buying behavior are determined by. Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumers emotional, mental and behavioural responses that precede or follow these activities.
The consumer is highly involved in the purchase process but has difficulties determining the differences between brands. The more expensive the good is the more information is required by the consumer. As such, their motives and actions determine the economic viability of the firm. Routinized response behavior rrb habitual buying behavior. Factors affecting consumers buying decision in the selection. Assael distinguished four types of consumer buying behaviour based on the degree of buyer involvement and the degree of differences among brands. Consumer behavior can be thought of as the combination ofefforts and results related to the consumersneed to solve problems. Fear appeals in ad messages are examples of negative reinforcement such as life insurance commercials rely on negative reinforcement to encourage consumers to encourage the. Chapter two provides further research regarding the role of selfconcept in consumer behavior and some of the.
Factors that influence consumer purchasing decisions of. Chapter 6 class notes contents of chapter 6 class notes. Consumer buying behavior an overview of theory and models this paper discusses about the consumer buying behavior and their decision making process, during consumption. Types of consumer buying behavior types of consumer buying. What are the different models of consumer behavior. There are great differences between buying toothpaste, a tennis racket, a personal computer, and a new car. Consumer behavior refers to buyers who are purchasing for personal, family, or group use. Consumer buying behavior is the mix of a consumers attitudes, preferences, and decisionmaking process when the consumer is acting in the marketplace to buy a good or service. The research areas included brand recognition, price and quality, as well as the. This research concluded that passive learning occurs through repeated exposures to tv commercial i. There are different processes involved in the consumer behavior. Importance and intensity of interest in a product in a particular. One way to understand the consumer behavior of a family is to identify the decision maker for a purchase. The discussion commences by distinguishing different types of decisionmaking.
The study was conducted to determine which elements of product packaging are the most significant and how they impact consumer buying behavior. Kotler and keller 2011 state that the importance of studying consumer buying behaviour as an area of marketing is increasing due to several factors. Wants are unlimited and the resources to satisfy these wants are limited. Unlike the consumer buying process, multiple individuals are usually involved in making b2b buying decisions. These varied behaviors influence the personal preferences of the other set of individuals as they tend to perform those activities. 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. Organizational buyer behavior principles of marketing. The term consumer buying refers to the process of selecting, buying and consuming products for the satisfaction of a customers wants consumer buying involves various processes. Jul 04, 20 consumer buyer behaviour definition posted on july 4, 20 by john dudovskiy consumer buyer behaviour is considered to be an inseparable part of marketing and kotler and keller 2011 state that consumer buying behaviour is the study of the ways of buying and disposing of goods, services, ideas or experiences by the individuals, groups and. Consumer research demonstrated particular concern towards issues of fair trade and organic coffee consumption and purchasing behavior and towards coffeehouse brands. Buyers level of involvement determines why heshe is motivated to seek information about a certain products and brands but virtually ignores others. Chapter one provided a general overview of selfconcept, consumer behavior, and how the two interact.
In our example, our consumer may engage in research on the internet to determine the types of vehicles available and their respective features. Usually, this kind of behavior is adopted for the purchase of low cost, frequently used items. What are the factors influencing consumer behavior. To examine the content of consumer behavior literature, trace its evolution, and identify the main streams of research over time, a content analysis was first performed on the articles focusing on consumer behavior. An important worthmentioning information on types of consumer behaviour as given by henry assael has been reproduced here. Apr 20, 2020 the different types of consumer behavior determine how consumers make purchasing decisions. Consumer buyer behaviour definition posted on july 4, 20 by john dudovskiy consumer buyer behaviour is considered to be an inseparable part of marketing and kotler and keller 2011 state that consumer buying behaviour is the study of the ways of buying and disposing of goods, services, ideas or experiences by the individuals, groups and. How to analyse consumer behavior by asking these 12 simple. So, figure out a few buying behaviors to convince your customers to buy your business, product, or service. Consumer decision making varies with the type of buying decision.
The four types are named in the following table and described in the following paragraphs. The society is composed of several individuals that have different preferences and behaviors. Broadly, there are four major factors that influence consumer buying behavior. Consumer buying behavioran overview of theory and models this paper discusses about the consumer buying behavior and their decision making process, during consumption. The reason for the dinner, whether it is an anniversary celebration, or a meal with a couple of friends will also determine the extent of the decision making. Consumer behaviour consists of activitiesprocess followed in making any buying decision of goods as well as a service. A purchasing agent or procurement team also called a buying center may also be involved to help move the decision through the organizations decision process and to negotiate advantageous terms of sale organizations define and enforce rules for making. Reference groups as seen above have the greatest influence with the closest personal connection with customers. This occurs when the consumer already has some experience of buying and using the product. Consumer behaviour nowadays companies are more concerned on individual consumer behavior. Consumer behavior is the study of the processes involved when individual or groups select.
Consumer buying behaviour is an action which is the result of the attitudes, preferences, intentions and decisions made by the consumers in a marketplace before buying a product or a service. Marketers and for that matter retailers are doing so many things to establish strong. Negative reinforcement is an unpleasant or negative outcome that also serves to encourage a specific behavior. Though it might have seemed unreasonable, sense can be made from such a trend when you begin to investigate the types of consumer buying behavior from a psychological perspective. Buyer behaviour is an important tool in the hands of marketers to forecast the future buying pattern of customers and devise appropriate marketing strategies to create longterm customer.
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