Consumer Decision-Making Behavior in Pakistan

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AN EXPLORATORY STUDY ON CONSUMER DECISION-MAKING BEHAVIOR IN PAKISTAN

History of consumer behavior seems to be highly intertwined with the history of marketing thought. The purpose of this paper is to trace the historical dependence and allegiance of consumer behavior on the discipline and practice of marketing. It then attempts to forecast emerging trends in consumer behavior research and theory as a consequence of new and emerging schools of marketing thought. Focus of understanding. For example, the classical schools of marketing thought relied on the social sciences such as economics, sociology and anthropology and focused on aggregate market behavior. This gave way to the managerial schools of marketing thought in which the focus of attention and understanding shifted to the individual customers while social sciences disciplines continued to dominate marketing thinking.

Customer behavior is actually a study of consumer buying behavior. Consumer buying behavior tells about why, how, when and where a consumer wants to purchase a product. It tells about the buyer decision making process. (Janssens, 2006) It enlightens the uniqueness of a single consumer, how he makes decision to satisfy his wants. What references he may use in this process, such as family, friends, reference groups, and society in general. (Archana, 2009)

Patrick De Pelsmacker conseders that consumers have to impose products in respect to Psychological behavior and needs which further alienated in Perception, Learning, Attitude, Personality, and Lifestyle. (Patrick & J., 2007) Behavior of consumers in different part of Sahiwal city will be analyzed by using questionnaire method. This research will also give insight into Social influences regarding Family, Social class, Reference groups and Culture of consumers. (Brinkmann, 2004) This behavioral study will also enlighten on needs and wants in consumer buying behavior. The results will also show the consumers' extent of loyalty, trust...
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