What influences consumers to purchase products? The consumer buying process is a sophisticated matter as much internal and exterior factors have an impact on the buying decisions of the buyer.
When purchasing a product there several processes, which consumers go through. These will be talked about below.
1. Problem/Need Recognition
How do you decide you need it a particular product or service? Maybe your Disc player puts a stop to working and also you now have to look for a ahahahahahahahalldj jefjhiej ioe jfenew one, those DVD films you bought you can't play! So you have a problem or a fresh need. For quality value items like a Disc player or an automobile or other low occurrence purchased products this is the process we'd take. However, for impulse low frequency purchases e. g. confectionery the procedure differs.
2. Information search
So we've problems, our DVD playef efefefefefef r no longer works and we have to buy a fresh one. What's the solution? Yes go out and purchase a new one, but which brand? Shall we buy the same brand as the one which blew up? Or stay clear of that? Consumer often continue some type of information search to help them through their purchase decision. Resources of information could be family, friends, neighbours who may have the product in store, alternatively you might ask the sales representatives, or retailers, or read specialist mags like What Movie? to improve their purchase decision. You may even actually examine the product before you select to acquire it.
3. Evaluation of different purchase options.
So what Dvd and blu-ray player do we purchase? Shall it be Sony, Toshiba or Bush? Consumers allocate attribute factors to certain products, almost such as a point scorinfsdfjdslfk heoifreoifhsjbfkj d fkjdsnfkj dnksnfsdg system which they work out in their brain over which brand to get. This means that consumers really know what features from the rivals will gain them and they attach different levels of importance to each feature. For example sound maybe better on the Sony product and picture on the Toshiba, but picture clarity is more important for you then appear. Consumers usually have some sort of brand desire with companies as they could have had a good background with a particular brand or their friends may have had a reliable background with one, if the decision falls between your Sony Dvd movie or Toshiba then which shall it be? It could be that the an assessment the consumer reads on this Toshiba product may have tipped the balance and they will purchase that brand.
4. Purchase decision
Through the evaluation process talked about above consumers will reach their final purchase decision and they reach the ultimate process of going through the purchase action e. g. The procedure of going to the shop to choose the product, which for a few consumers is often as just as worthwhile as actually purchasing the merchandise. Purchase of the merchandise can either be through the store, the web, or over the phone.
Post Purchase Behaviour
Ever have uncertainties about the product after you purchased it? This simply is post purchase behavior and research demonstrates this can be a common trait amongst purchasers of products. Manufacturers of products evidently want recent consumers to feel proud of their purchase, hence, it is just as important for manufacturers to market for the sake of their recent purchaser so consumers feel comfortable that they own a product from a solid and reputable organisation. This restricts post purchase behaviour. i. e. You feel reassured that you possess the latest advertised product.
Factors influencing the behavior of potential buyers.
Consumer behavior is damaged by many uncontrollable factors. Just think, what influences you before you buy a product or service? Your friends, your upbringing, your culture, the advertising, a role model or influences from certain categories?
Culture is one factor that influences behavior. Simply culture is thought as our attitudes and beliefs. But how are these attitudes and beliefs developed? As an individual growing up, a kid is influenced by their parents, brothers, sister and other family member who may instruct them what is incorrect or right. They learn about their religion and culture, which helps them develop these viewpoints, attitudes and values (AIO). These factors will effect their purchase behaviour however other factors like sets of friends, or people they look up to may affect their choices of buying a particular service or product. Reference teams are particular organizations of people a lot of people mayfefjewf jhewoijhf ehf uiewhf eh fiudh jkhe oehweoihf uoiehf ijhef look up towards to that have an impact on consumer behavior. To allow them to be just a strap like the Spice Young ladies or your immediate family. Opinion leaders are those people that you look up to because your value their views and judgements and these views may effect consumer decisions. So it maybe a friend who works together with the IT trade who may influence for you to decide on what computer to buy. The economical environment also offers a direct effect on consumer behaviour; do consumers have a secure job and a normal income to spend on goods? Marketing and advertising obviously influence consumers in looking to evoke them to buy aefrefef f particular product or service.
Peoples social status will also impact their behaviour. What is their role within culture? Are they Celebrities? Doctors? Office employee? and parents also? Evidently being parents affects your buying habits with regards to the age of the kids, the kind of job may signify you need to acquire formal clothes, the income which is earned has an impact. The lifestyle of someone who earns 250000 would obviously be different from somebody who earns 25000. Also personas have an impact on buying decision. Whether the person is extrovert (out going and spends on entertainment) or introvert (keeps to themselves and acquisitions via online or email order) again comes with an effect on the types of acquisitions made.
Maslow's Hierarchy of Needs
Abraham Maslow hierarchy of needs theory places out to describe what motivated individuals in life to achieve. He set out his answer in a form of a hierarchy. He suggests individuals try to meet basic subconscious needs of cravings for food and thirst. When it has been met then they move up to the next stage of the hierarchy, safety needs, where in fact the priority lay with job security and the knowing that an income will be accessible to them regularsdfs erfewttrgfdly. Public needs come in the next level of the hierarchy, the necessity to belong or be treasured is an all natural human desire and folks do strive for this belonging. Esteem need is the necessity for status and popularity within society, position sometimes drives people, the necessity to have a good job title and be recognized or the necessity to wear branded clothes as symbolic of position.
Self-actualisation the realisation an individual has already reached their potential in life. The point of self-actualisation is down to the average person, when do you know you reach your point of self-fulfilment?
But how can this idea help an organisation trying to advertise a product or service?
Well as we've established previously within this website, marketing is about conference needs and providing benefits, Maslows concept shows that needs change even as we go along our avenue of trying for self-actualisation. Supermarket companies develop value brands to meet up with the mental needs of appetite and thirst. Harrods products and services for individuals who want have satisfied their esteem needs. So Maslows strategy is useful for marketers as it can help them understand and develop consumer needs and desires.
Types of shopping for behaviour.
There are four typical types of shopping for behaviour based on the sort of products that intends to be purchased. Sophisticated buying behaviour is where the individual purchases a high value brand and looks for a whole lot of information before the purchase is manufactured. Habitual buying behaviour is where in fact the individual buys something out of hrfersfr gtryhujyabit e. g. an everyday newspaper, sugars or sodium. Variety seeking buying behavior is where the individual loves to shop around and experiment with different products. So a person may check around for different breakfast cereals because he/she needs variety in the mornings!
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