Jan 30

Understanding Consumer Behavior in the Purchase Decision

Consumer Behavior showed interest in buying a particular product will generally follow certain decision-making processes that follow such steps: problem recognition (requirements not satisfied), information search, evaluation of expected results, purchase, post-purchase behavior.

This process is a guideline for studying Consumer Behaviour in making decisions, but it is important to remember that they could leave at any stage of the whole idea, and they are not always kept up with this decision-making process to purchase.

Consumer Behavior in a purchase decision shows that the first stage is the recognition of a problem occurring. Problem recognition occurs when consumers are faced with needs that are not satisfied (the need for the holidays) and want results that met these needs.

The recognition problem is triggered by one of the external stimuli (advertising) or internal stimuli (hunger or thirst). Consumers can identify unfulfilled wish in some way, for example, when an old product is not performing as well as they should, or when consumers are informed about the new technologies that will enhance their current product experience (new HD television).

The essence of the destination marketers is to make consumers aware of the needs that are not satisfied as possible, and to show consumers how the product or service will satisfy that need.

The second phase as part of the Consumer Behavior in making purchasing decisions is looking for information and organization of this information in the individual frames of reference.

Information search involves exposure of different sources, such as promotional materials and display products, is actively researching products, or rely on historical information in the minds of consumers, such as prejudices about the product or previous experience (good or bad) with a product like that.

Not all of these buying decisions rely heavily on gathering information, and the extent to which consumers make information retrieval depends on the perceived risk of the purchase.

Buying toothpaste may not be considered a high risk purchase, and the extent to which consumers will find information almost certainly will not exceed the scope of previous experience.

However, different consumer behavior will be seen on process of buying high risk, such as buying a new car, it may involve an extended search effort on the part of consumers, because the trouble and time spent in searching for information that is minimal compared to the risk of buying the wrong car.

The third phase of Consumer Behavior in the decision making process, is the evaluation of expected results. Consumers are now ready to make a decision based on all the information gathered, and they were discarded.

Consumers now have developed a set of criteria against which he will base this decision, and most likely will be able to narrow the search down to just a few products.

The purpose of the marketing manager is to define the attributes of the product will convince consumers to buy. Recent studies have shown that the attributes that stimulates emotion (as perceived trust, perceived convenience, perceived advantages or perceived status) are the ones that weigh most heavily in the decision making process.

Studying Consumer Behavior in the stage of the decision making process is very important, because many consumers are not capable of making rational decisions by weighing up alternatives, and if they have reached this stage, consumers are more emotional blindness has reached critical not where they become obsessed with buying the product.

The next step appears to be common in Consumer Behavior decision-making process is to buy the product. Consumers have to decide which product to buy, or not buy anything. If he decides to make a purchase, the next step in the process is an evaluation of the product after purchase.