Purchase Intention is defined as “predisposition to buy a certain brand or product” (Belch & Belch, 2004, p. 120). Purchase Intention also indicates how likely it is that the individual would purchase a product (Phelps & Hoy, 1996). Previous studies examine the relationship of attitude with purchase intentions in specific dimensions, such as attitude towards advertiser (Lutz et al., 1983), attitude towards advertisement and attitude towards brand (MacKenzie et al., 1986; MacKenzie & Lutz, 1989). The current study focuses on the concept of attitude toward brand. Attitude toward brand has profound and important role in affecting consumer’s purchase intentions (Gresham & Shimp, 1985; Goldsmith et al., 2000).
Factors influencing buying behavior: Consumer buying behavior is influenced by both internal and external factors Internal Factors: The very first thing that comes under the internal factor is Perception. How your consumers form feelings through interpreting the information from their knowledge and experience. Second thing is marketer should analyze the personalities and attitudes of their consumers; this could expand their product’s target audience because consumers take purchase decisions to support their self concept. Consumer’s life styles are now shifting towards healthier and independent lifestyle. So the motivation factor also exerts impact that how much efforts their consumers willing to put in their purchase decisions.
Consumer Behavior The American Marketing Association defines consumer behavior as “the dynamic interaction of affect and cognition, behavior and the environment by which human beings conducts the exchange aspects of their lives.” This meaning gives an idea that consumer behavior includes the feelings, thoughts and experiences of the people and so as the actions taken during the consumption process. It also involves the things in the environment that affects the consumers’ thoughts, feelings and actions. Some examples are: advertisements, price information, packaging, product appearance, and a lot more (Peter, J.P, et al., 2010). Another definition of consumer behavior is that it involves activities that people do when obtaining, consuming
Consumer Buying Behaviour In layman’s terms Consumer Buying Behaviour refers to the study of individuals, groups or organization. The various ways they use to select, use, protect and dispose the different types of goods, services or idea to satisfy the desires, needs, wants of the consumer and the society. Various definition of consumer buying behaviour It also tries to understand the decision making process of the buyers that is both the individual buyer as well as the business buyers. Also it understands the reasons as to what affect the buying decision. The consumers often display the behaviour of searching for, purchasing, using and evaluating the goods and services that will satisfy their needs and wants.
Attitudes correspond to descriptive characteristics of the product; benefits relate to the personal value attached to the product; and brand attitudes are used for customers’ evaluation of a product. Even though, Keller’s model is considered to be a pioneer in the marketing theory, and many companies choose alternative modern methods to develop brand equity (Jara & Cliquet,
It is about how people act and make decisions towards buying and using the product (Pride & Ferrell 2008). On the basis of availability of resources i.e. time, effort and money the consumers make their buying decision (Schiffmand & Kanuk 2000; Keller 1998). The process of purchasing activities and making decision for personal use and not for the business purpose (Pride and Ferrell 2008). Consumer buying behavior is talk about the final consumers, individuals and households who tends to buy products and services for personal consumption (Kotler 1967).
Question 1 Market segmentation is a process to divide the market of potential consumers into different segments by looking at their common needs and wants or by their demand characteristics. It is a fundamental step for marketing managers to employ so as to identify and focus on their consumers buying behaviour and pattern (Martin 2011). By identifying the target market, it allows them to focus their marketing effort on their target market. Under B2C market segmentation concept, it consist of four types of variables. These four types are Demographic variables, Psychographic variables, Geographical variables and Behavioural variables.
The below process is the Customers’ Decision – Making model: As stated by Leon Schiffman in Consumer Behavior (Global Edit), these three stages clearly lead to customers’ decision making. The Input Stage requires a lot of customers’ information. This stage also shows that customer decision making has been impacted by 2 factors the company’s marketing efforts (price, promotion, product features …) and the sociocultural influencers (Friends, family, …) The second stage- Process stage- focuses on how customers make decisions on buying the products. In this stage, the psychological influences (motivation, perception, attitude …) needed to affect on the customer’s recognition of need, pre-purchase on information search and evaluation of alternatives. Those actions bring us the experience after evaluating and then becomes a part of the consumer’s Psychological factors through the process of learning.
Consumer buying behaviour is influenced by many factors. These are Cultural factors, Social factors, Personal factors, Psychological factors, Economic factors, etc. Cultural Factors Culture : Culture is the basic factor which determines persons needs, desires and behaviour.Culture is the mixture of physical and non-physical elements. People learn their basic values, wants and about goods of daily life from the families and other groups of society. Consumers buying behaviour changes fron one area to other area or from country to country.Marketers should make their policies about products according to the cultural values of persons and wants of consumers.
Consumer Behavior Consumer behavior is the procedure consumers experience when they make buys and it includes components that impact their choice and use. This study is directed to comprehend the consumer's conduct in purchasing the items from a specific huge configuration departmental store by analyzing some details. What impacts a consumer in a buy circumstance? Why did he buy the particular item? Is it accurate to say that it was for cost or quality?