Consumer Behavior and Purchase Decision Making Process

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Consumer behavior and purchase decision making process

Every day we need to make a decissions - buy or not to buy anything. There are many things which helps us to make decissions like location, mood, advertisments and other. Consumer behavior is the mental and emotional processes and physical activities people engage in when they select, purchase, use, and dispose of products or services to satisfy particular needs and desires. A consumer goes through several stages before purchasing a product or service: 1. need;

2. information gathering/search;
3. evaluation of alternatives;
4. purchase of product/service;
5. post purchase evaluation.
In my opinion, in this process there are two main steps – information gathering and evaluation of alternatives. These steps help to understand how much you need the product and how good it is. The buying process starts with comming needs. A need can be activated through internal or external stimuli. A need can also be aroused by an external stimulus such as sight of a new thing in a shop while purchasing other things. Need is the most important factor which leads to buying of products and services. Need infact is the catalyst which triggers the buying decision of individuals. After need arousal, the consumer tries to solve it and gathers the sources and information about the product. Depending upon the intensity of need, it produces two states of individual. The first state is called heightened attention when the consumer becomes more receptive to the information regarding the item he needs. If a consumer needs to purchase a refrigerator, he will pay mere attention to fridge ads and the remarks made by friends and associates about fridges. If need is more intense, the individual enters a state of active information search and he tries to collect more information about the product, its key attributes, qualities of various brands and about the outlets where they are...
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