Consumer Buying Behavior make reference to the buying behavior of the final consumer. Numerous factors and characteristics impact the individual in what individual is and the consumer in his decision making process, shopping habits, purchasing behavior, the brands individual purchase or the retailers individual goes. A purchase decision is the result of every single one of these factors. An individual and a consumer is driven by culture, social class, family, personality and psychological factors
Consumers simply buy them regardless of different brands. If they keep choosing the same brand, it is a more common strong brand loyalty decision. In these situations, consumers do not pass through the usual sequence belief-attitude-behavior. Instead of passively learn about products for watch TV or read magazines. Consumers are buying based on brand awareness, marketers use repetition ad build brand familiarity brand rather than conviction.
Aaker (1991) defines brand loyalty as the attachment that a customer has to a brand that leading to consistent purchasing of the brand over time. Two different approaches to the study of brand loyalty have been in the centre of marketing literature. The first, behavioural approach to brand loyalty is, consistent purchasing of one brand over time is an indicator of brand loyalty measuring by the continuance or proportion of purchases. Repetitive buying behaviour is assumed to reflect enhancement and strong link with the brand loyalty but such behaviour may lack commitment to the brand and reflect repeat buying based on apathy. The second approach in the marketing literature is cognitive approach to brand loyalty.
Moreover, the differentiation loyalty may impulse the customer to purchase products in higher price/quantity or select exclusive products with higher quality (Reichheld, 1996). The similar explanation is provided by Bolton et al. (2000) who states that superstores develop more superior services along with extra value and in this way stores distract the attention of customers
Consumer behaviour can be defined as a decision process and activity that an individual is involved in when evaluating, purchasing, using, or positioning goods and services (Loudon et al. 1980). (Blakwell et al. 2001) suggest that these days this phenomenon, can also be clarified by the following: actions consumers embark on when obtaining, consuming, and disposing of goods. Another study reveals that a customer’s first choice purchase is initially determined by price than quality during pre-purchase evaluation (Voss and Parasuraman 2003).
CHAPTER – III CONCEPTUAL FRAMEWORK OF THE STUDY 3.1 Introduction Brand loyalty implies that consumer have a good attitude towards a particular brand over other competing brands. Brand loyal consumers may be willing to pay more for a brand because they perceive some unique value in the brand that no alternative can provide (Oliver1993) . Brand loyalty, long a central construct in marketing, is a measure of the attachment that a customer has to a brand. It reflects how likely a customer will be to switch to another brand, especially when that brand makes a changes, either in price or in product features. As brand loyalty increase, the vulnerability of the customer base to competitive action is reduced.
Loyalty is one strategy that can be used to reduce perceived risk. While buying a product , a consumer assesses how well the attributes provided by different alternatives will satisfy their needs. When he perceives one brand to be higher in quality or need fulfilling than others, there exist a perceived brand difference (Van Trijp et al., 1996).This difference form a preference for a brand offering unique attributes and this preference generate Brand Loyalty (Dick and Basu, 1994; Muncy,
Customer buying behaviour is the aggregate of a buyer's manners, feelings, expectations, and choices with respect to the purchaser's conduct in the commercial centre when acquiring an item or administration. The investigation of buying behaviour appeals upon sociology orders of human studies, anthropology, psychology, sociology, and economics. Since every person in the world is different, it is impossible to have simple rules that explain how buying decisions are made. The main focus is to understand the reason why buyers would purchase something, which factors would influence their choice and the changing factors in the society. The experience value of a product is a dominant factor influencing consumers’ motivation to buy a product.
The footwear market is highly competitive and with great rivalry for the customers. Persuading customers to make their first buy is very costly and time-consuming. Therefore companies first have to understand what consumer behavior is: “the behaviour that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs (Schiffman, Lazar, Kanuk and Hansen, 2008, p.3). “ Then companies must understand how this consumer behavior works. Find out what the so called needs and wants of their customers are, knowing where they are, what they do, how to reach them, on what device and what message will be sent by the company to their customers.