Theories Of Consumer Behaviour

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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). With open quality information, price has no effect on pre-purchase or post-consumption quality perceptions. Chernev (1997) investigated the effect of corporate features on brand choice and the regulating…show more content…
Robert (1997) however advise that marketers should use audio visual media, create commercials with emotional appeals, and go for repetitive fortification schedules to facilitate learning. There is also a remarkable complexity in consumer behaviour as acknowledged by Phillips and Baumgartner (2002). This resembles that there can be numerous aspects that is, both rational and emotional that may act together in influencing the consumer purchase decision.

In a new typology for purchase behaviour proposed by Phillips and Baumgartner (2002), eight distinct categories of purchase behaviour were identified. 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.
Exploratory purchase behaviour: this is whereby a consumer purchases a product buying out of curiosity
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On the other hand, Cooper and Nakanishi (2010) postulate that a company can sustain its market share through maximizing on customer satisfaction. They also identify a positive relationship between the two that is, customer satisfaction drives repurchases and word of mouth positively influences a company’s market share.

Rego et al. (2013) looked at the customer satisfaction and market share relationship over a longer period of time than has been possible previously. Through research, they found out that to a larger extent a negative customer satisfaction and market share relationship existed and, that when customer switching costs are low, it is possible to use customer satisfaction to predict future market share when set against the nearest
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