The buyer’s decision-making process is a way to better understand how consumers go about purchasing a product or service. It gives marketers a great insight into the world of buyers and the factors that affect their final decision, such as emotions, environment, and attribute-based decisions. It is a complex process in which internal and external factors have an impact on the buying decisions of the consumer. There are five stages through which a consumer passes, before coming to a decision on the final product or service to be purchased. These stages guide the consumer in their decision and buying process when purchasing a product.
These are: Extended purchase decision-making: where purchase is based on objective, rational criteria and for functional reasons. Symbolic purchase behaviour: which is purchasing a brand to portray a certain image or because it complies with social approval. Repetitive purchase behaviour: this is making repeat purchase or purchasing something since one is familiar with the product and may be loyal to it. Hedonic purchase behaviour: this is purchasing a product just because one likes it. Promotional purchase behaviour: this is purchasing a product because it is available on sale or it is on promotion.
Consumer buying behaviour: What influences customers to get product or services? the buyer buying method could be a complicated matter as several internal and external factors have an impression on the buying selections of customers. customers don 't pay a lot of time thinking about the acquisition of low worth product that are bought on impulse. makers of such product can ought to implement methods that encourage customers to shop for on impulse from them rather than their competitors. Once customers purchase high worth product or non-impulse product, they usually bear a group method.
Although diverse scientists offer different propensities towards the meanings of the five phases, every one of them have basic perspectives and depict the phases in comparative way. One of the regular models of customer decision making buying process has been offered by Blackwell et al (2006). As he indicated, the five phases of buyer decision making process are the followings: problem/need recognition, information search, evaluation of alternatives, purchase decision made and post-purchase evaluation. The most vital authors that serve as academic promoters of The Five Stage Model of consumer decision making incorporate Tyagi (2004), Kahle and Close (2006) Blackwell et al. (2006), and
Types of Consumer Purchase Decisions Consumers are faced with purchase decisions nearly every day. But not all decisions are treated the same. Some decisions are more complex than others and thus require more effort by the consumer. Other decisions are fairly routine and require little effort. In general, consumers face four types of purchase decisions: Minor New Purchase – these purchases represent something new to a consumer but in the customer’s mind is not a very important purchase in terms of need, money or other reason (e.g., status within a group).
CONCLUSION After reviewing all the papers, the main factors found that are responsible for the consumer purchase behaviour and satisfaction are- 1. Price- Price play a very important role for many customers while buying a mobile phone. The level of dissonance, satisfaction level and the desired performance level varies according to the price of the phone. People often take more time to purchase a high price phone and experience high level of dissonance as well. 2.
Process of Consumer Decision Making The buyer or consumer decision making process is the method used by marketers to identify and track the decision making process of a customer journey from start to finish. It is broken down into five individual stages which we have decided to demonstrate with some rather sorry looking trainers and moves to latest decision making journey. Every marketer’s goal is to get inside the head of the consumer. The marketer has to figure out how the consumer makes decisions and how you can get them to make a decision to purchase your product or service. There are 5 steps to a consumer decision making process a need or a want is recognized, search process, comparison, product selection/service selection and evaluation of decision.
In the buyer decision process there are five stages that a consumer has to go through. Theses stages are need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behaviour. At the evaluation stage, the consumer will have gathered enough information to determine if he /she is willing to buy this product or not. During the evaluation process, the consumer will decides if the benefits are worth their cost. Prior to purchasing, consumers examine, compare and evaluate the product.
After looking a well labeled product, consumers buy more quantity of that product so the consumer buying behavior is being influenced by labeling. (saeed,R., Lodhi R.N., Rauf, A., Rana, Mahmood and Ahmed, 2013) Customer’s buying behavior is stimulates by packaging and it works as an instrument or tool that helps consumers in making the purchase decision and make differentiation from wide range of parallel products. (Wells, L.E., Farley, H., and armstrong, G.A., 2007) More recently, studies examined that effects of product imagery on packaging (Underwood, Klein and Burke, 2001), during brand choice visual attention (Pieters and warlops, 2009) and measuring the impact of package appearance on consumer attention, evaluation and categorization are being considered as the visual impact of product packaging. According to (Butkeviciene, Stravinskiene and A.Rutelione, 2008) to justify the use of sales packaging, impulse buying is a relevant factor in retailing. However one thing that is more important is Optimization.