Complex Buying Behavior Analysis

BUYING DECISION BEHAVIOR AND PROCESS

We’re all consumers. But what drives us to buy specific goods or services? That’s the million-dollar question to companies who offer such goods or services, and understanding the where, how, when, and why of consumer buyer behavior is what Kotler and Armstrong (2014) define has the “focal point of the marketer’s effort.” Culture, social, personal, and psychological characteristics all strongly influence customer purchases, many of which marketers cannot control, but must take into account.

With buying a pack of paper plates being completely different than purchasing a brand new computer, the consumer buying behavior will differ with more complex decisions, and typically the more

It doesn’t involve on the spot buying but rather one that takes time and thinking before the actual purchase is made. Kotler and Armstrong (2014) detail this buyer will pass through a learning process, first developing beliefs about the produce, then attitudes, and then making a thoughtful purchase choice. In the HubPage’s article “What is Complex Buying Behavior” (2014) the self-titled question is summarized as complex buyer behavior requires careful and well thought purchasing. The buyer must put into consideration many factors before they purchase the product-- the positive and the negatives, and whether the product A or B and brand X or Y suits their needs. After that is when a purchasing decision can be

When a buyer recognizes a problem or need, in which the need can be triggered by internal stimuli (hunger or thirst) and becomes a drive, or triggered by external stimuli such as an advertisement or conversation with a friend.

INFORMATION SEARCH

Once the need is identified, an interested consumer may or may not search for more information and enters the information-search stage of the buyer decision process in which the consumer is motivated to search for more information. As more information is obtained, a consumer’s awareness and knowledge of the marketplace, brands, and features increase.

EVALUATION OF ALTERNATIVES

Toyota or Honda. Whirlpool or GE. These are examples of competing brand choices, and enters the stage of the buyer decision process in which the consumer uses information gathered to evaluate alternative brands in a particular choice set. In some cases, consumers carefully with logical thinking, and at other times the same consumer may do little to no evaluating and go on instinct.

PURCHASE