Understanding Consumer Behaviour
Understanding Consumer Behaviour
We’ll be implying 3 factors of consumer behaviour.
The 3 factors are, * Consumer Purchase Decision Process * Consumer Involvement & Problem Solving Variation * Psychological Influence on Consumer Behaviour
Consumer Purchase Decision Process
The stages in which a consumer passes through in making a decision which product or service to buy is called the purchase decision process. This process consists of 5 stages. They are problem recognition, information search, alternative evaluation, purchase decision and postpurchase behaviour.
Let’s consider a situation whereby our consumer is deciding to buy an Internet TV.
Stage 1: Problem Recognition (Perceiving a need) Problem recognition refers to perceiving a difference between a person’s ideal and actual situation that is BIG enough to trigger a decision. This is the stage whereby the thought of wanting the product or service is implanted in the consumers mind which no brands or specifics are thought of yet.
In the eyes of marketing, advertisements or salespeople can trigger the consumer’s decision process by showing shortcomings of competing products.
The Internet TV is a fairly new product in the market, comprising of the components of watching the TV as well as surfing the internet all in one screen. And when there’s a new product in the market, one can assure you that those IT fanatics will have the dying urge to get their hands on the latest IT gadgets. Other than IT fanatics, the average consumer would also buy an internet TV. This is in the case whereby the consumer’s current television or personal computer is broken down or fairly old. What’s better than to buy 1 product which consists of 2?
Therefore, the initial stage is one of the most critical stages in the decision process as the thought of wanting to purchase one must first be instilled in the consumers mind before any other decision can occur. Thus the consumer perceives a need for the
We’ll be implying 3 factors of consumer behaviour.
The 3 factors are, * Consumer Purchase Decision Process * Consumer Involvement & Problem Solving Variation * Psychological Influence on Consumer Behaviour
Consumer Purchase Decision Process
The stages in which a consumer passes through in making a decision which product or service to buy is called the purchase decision process. This process consists of 5 stages. They are problem recognition, information search, alternative evaluation, purchase decision and postpurchase behaviour.
Let’s consider a situation whereby our consumer is deciding to buy an Internet TV.
Stage 1: Problem Recognition (Perceiving a need) Problem recognition refers to perceiving a difference between a person’s ideal and actual situation that is BIG enough to trigger a decision. This is the stage whereby the thought of wanting the product or service is implanted in the consumers mind which no brands or specifics are thought of yet.
In the eyes of marketing, advertisements or salespeople can trigger the consumer’s decision process by showing shortcomings of competing products.
The Internet TV is a fairly new product in the market, comprising of the components of watching the TV as well as surfing the internet all in one screen. And when there’s a new product in the market, one can assure you that those IT fanatics will have the dying urge to get their hands on the latest IT gadgets. Other than IT fanatics, the average consumer would also buy an internet TV. This is in the case whereby the consumer’s current television or personal computer is broken down or fairly old. What’s better than to buy 1 product which consists of 2?
Therefore, the initial stage is one of the most critical stages in the decision process as the thought of wanting to purchase one must first be instilled in the consumers mind before any other decision can occur. Thus the consumer perceives a need for the