How well these expectations are met determines whether the consumer is satisfied or dissatisfied with purchase. Price often influences the level of expectations for a product or service. For marketers, an important element of any post purchase evaluation is reducing any doubts that the decision was sound. When purchasers recognize inconsistency between their values or opinions and their behaviour, they tend to feel an inner tension called cognitive dissonance. Consumers try to reduce dissonance by justifying their decision.
Consumer attitudes may be described as a learned inclination to act consistently in a certain way to a specific thing. The attitudes vary in strength depending on the matter, and they reflect consumer’s values. They are composed of beliefs, feelings and behavioural intentions, which are interdependent. Consumer attitudes will change constantly for many reasons; it may even be part of the marketing strategy of the company. An example of this is by using classical conditioning by trying to associate the product with a stimulus so that the customer will change belief and hence attitude.
The customer’s satisfaction or dissatisfaction with the product will influence subsequent behavior, if the consumer is satisfied, then he/she will exhibit a higher probability of purchasing the product on the next occasions. If the consumer is dissatisfied, then they switch to another brand. Brand Promotion Brand Promotion is to raising customer awareness of a product or brand, generating sales and creating brand loyalty. Brand Trust Brand Trust is expressed as the belief of consumers that the brand will fulfill certain functions. Brand tryst is an important mediator factor on the customer behavior before and after purchase of the product.
Consumer’s evaluation and attitude also distribute a significant influence to the brand and the brand alliance, it could influence the predisposition to behave towards a particular brand. Therefore, brand attitude is a principal factor that generates positive or negative impact towards the brand. There are three dimensions that are leading to influence on customer’s attitude. First, Cognitive dimension is a consumer’s beliefs and knowledge of a brand, which means a brands sign with a high awareness and familiarity have an important impact on consumers purchase attitude. Second, affective dimension is about the emotions and feeling of consumers towards of brands.
When a business plans to launch a new product, there are different things to keep in mind before doing so. The consumer buyer behavior is an important thing to take into consideration. This assignment will convey how some factors affect the consumer behavior, and how these factors play a big role in influencing what people choose to buy. Consumer behavior is simply the study of the behavior of customers while buying any product. It is a significant aspect to bear in mind before launching a new product as mentioned previously.
Essential, the purchaser's qualities influence how he or she sees and responds to boosts. Second, purchaser's choice method itself influences the purchaser's conduct. This section takes a gander at purchaser attributes as they impact purchasing conduct, and after that talks about purchaser choice technique. Buyer buys are influenced firmly by, social, social, mental and individual attributes, as show in Figure for most part, advertisers can't control such kind of elements, however they need to consider
Knowledge plays a key role on the change of the consumers’ behaviour. This is the very important part for influencing a consumer. On the aspect of the theory about the planned behaviour, behaviour of a consumer and their attitude is depending on the shape structure of the consumers’ knowledge (Williams, 2010). The consumers’ knowledge can be commonly differentiated in three parts as action related knowledge, effective knowledge and system knowledge. All these three types of knowledge’s are create some affect on consumers’ behaviour.
CHAPTER 2 LITERATURE REVIEW Advertising is to create understanding, liking and selection of products or services. The most influencing theory in marketing and advertising research is attitude towards the advertisement. yet the attitude that formed towards the ad help in influencing the consumer’s attitudes and perception towards the brand until their purchase intent(Goldsmith & Lafferty,2002). 1. Shiffman and Kanuk(2004) explains the meaning of “Consumer Behavior” as the behavior that consumer behave in the form of acquiring, buying, using, evaluating, or consuming product, service and idea to fulfill own need, and be the study of the decision making of consumer in spending resources, both money, time and power for consuming products and services that included (1) What to buy, (2) Why to buy, (3)
The aim of marketing is to meet and satisfy target customer’s needs and wants better than competitors. Consumer behavior is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants. One can analyze the relationship between the variables (factors) of consumer behavior and willingness to purchase. Regression analysis is a statistical technique for estimating the relationship among variables which have reason and result relation. This is proposed to find the relationship between the consumer behavior factors to the consumer willingness to buy a product.