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Factors That Influence Consumer Purchasing Decisions

5 min read

Factors That Influence Consumer Purchasing Decisions – The consumer decision process, also known as the buyer decision process, helps marketers determine how customers complete the journey from product discovery to making a purchase decision. Understanding the buyer’s buying process is critical to marketing and sales. The customer or buyer’s decision process will allow them to create a marketing plan that will convince them to buy a product or service to solve the buyer or customer’s problem.

The consumer decision process consists of problem identification, search, evaluation, and purchase decision. Post-purchase behavior is the result of the satisfaction or satisfaction that consumption provides. The buying process begins when a customer expresses a need or a problem, when a need arises. It can be activated through internal or external stimuli.

Factors That Influence Consumer Purchasing Decisions

Obviously, the buying process starts long before the actual sale and continues long after. A marketer’s job is to understand buyer behavior at each stage and its impact.

Marketing Notes (selected Topics)

The first step in the buyer’s decision process is the need recognition stage. Here, the customer identifies a need or problem and perceives a discrepancy between the actual state and some desired state. They strive to find products that meet such needs.

This leads to the second stage of searching for product information. The customer tries to learn as much as possible about the types of products available.

After that, the buyer makes a purchase decision in the fourth stage, choosing the most suitable product.

The fifth stage is the post-purchase evaluation, and it is the most important. Depending on the level of satisfaction or dissatisfaction, the customer will either become a loyal customer or actively avoid the brand and tell others to do so through online reviews and word of mouth.

Factors Influencing Consumer Behavior

Identifying the need Identifying the problem is the first step in the buyer’s decision-making process. By identifying a need or problem, the consumer identifies a problem or need that a product or service on the market must satisfy.

The buyer perceives the difference between his actual and desired situation. Internal stimuli can drive demand. This happens when one person’s normal needs, such as hunger, thirst, sex, rise to a high enough level to become a driver. External factors can also trigger cravings.

At this stage, the marketer must research the buyer to find answers to some important questions. These are:

This need can be triggered by internal stimuli (such as hunger or thirst) or external stimuli (such as advertising or word of mouth).

Consumer Behavior: Definition, Factors And Methods |

When the client realizes that there is a gap between the desired state and the actual state, problem identification occurs. Everyone has unmet needs and wants to cause tension or discomfort.

Some needs can be met by purchasing and using goods and services. The decision to buy begins when the need to satisfy the consumption becomes strong and motivates the person.

Therefore, a problem is identified when customers have unsatisfied needs, and customers identify sales or consumption problems on a daily basis.

Users may face constant problems when they run out of daily supplies and may face unexpected problems when major appliances suddenly break down. In addition to these two, there is another problem that is not secret and gradually develops over time, for example, the desire to buy a washing machine.

Marketing Psychology: Six Ways To Influence Customers (2023)

A problem or need exists when there is a difference between the actual state of the customer and the desired state. This is shown in this diagram along with the different steps in the problem identification process.

The above table states that the desired government and the existing government is the result of its lifestyle and current situation. The stage he wants and the stage he is in are the same, or it may happen that these two states are in conflict with each other.

If the customer sees a difference between the desired state and the current state, they will know they have a problem. The client describes his problem in terms of his motivation, which we discussed in Chapter Eleven.

The degree of individual desire to solve a particular problem depends on the degree of difference between the desired and existing state and the importance of the problem.

Understanding Consumer Markets And Buying Behavior

Therefore, an individual customer will be willing to resolve the issue if they feel that the level of conflict is high enough and the issue is serious or important.

Once a problem is identified, the buyer should describe it in a meaningful way to help them take action to solve their problem.

For example, a person may realize that they have a problem with a condition. This is problem identification. Now he has to define a meaningful word that moves the problem to a level.

The client can distinguish between an active and an inactive issue. An active issue is one that he is aware of or will be aware of, on the other hand, an inactive issue is one that he is unaware of.

Low Involvement Versus High Involvement Buying Decisions And The Consumer’s Decision Making Process

There can be many situations that can lead a user to realize that there is a problem. The main conditions to identify the problem are;

The most common situation that causes a consumer to recognize a problem is when the stock of the item they are using is low. If, for example, an individual no longer has the needs he had before, he will recognize a problem.

If a customer is not satisfied with the product they have or use, they will know they have a problem.

A family with a ten-year-old car may be ready to buy a modern car. This feeling will lead to depression and will cause the family to recognize the problem with the car.

Factors Affecting Consumer Buying Behavior

Changing a person’s or family’s behavior towards the environment can cause problems for the person or family.

For example, when a household moves from one stage of its life cycle to another, it needs different goods and services, which creates problems.

In addition, the influence of friends and reference groups may require a variety of new products for an individual or family. This situation also determines the identification of the problem.

Changes in an individual’s or family’s financial status or situation can also help identify the problem.

Pdf] Factors That Influence Consumer Purchasing Decisions Of Private Label Food Products A Case Study Of

For example, if a person’s financial situation improves or worsens, or anticipates an improvement or deterioration, he may identify a problem related to the actual change or change in his financial situation.

In promotional activities, marketers try to encourage consumers. Through various promotional activities, marketers try to create a difference between actual and desired consumer conditions. This situation will lead to recognition of the customer’s problem.

For example, if a person buys a television, it may lead to the purchase of an antenna or a voltage stabilizer. A printer problem can be identified after purchasing a computer.

The activities of different consumer interest groups and different government agencies can also create identification problems. For example, if consumer groups advocate environmentally friendly products, they may feel that such products may cause problems.

Elements That Influence Consumer Behavior

If the government bans private cars on city roads, consumers may buy bicycles, which causes problems.

When customers find a product, they know about it, so they feel like they own one of them. This feeling can also lead to problem identification.

Identifying customer problems has important marketing implications. First they have to identify the problems that the customers are facing and in the second step they have to create a marketing mix to solve the problems of the customers.

Marketers can also create situations in which consumers look for problems or create situations that may prevent the consumer from recognizing a problem.

What Is Consumer Behavior? Mastering The Arts

The immediate task is to identify the problems customers are facing or the problems they perceive. A marketer can take a number of steps to assess customer perceived problems. One of these methods is “feel”.

After evaluating their product, a marketer can decide whether or not to improve their product, and if so, how. Second, he can conduct a survey to find out the problems identified by his customers.

A marketer can also conduct activity analysis that focuses on specific customer activities, such as how breakfast products are prepared. Product analysis may also be performed to identify customer issues or problems with the use of a particular product.

Another method used to identify problems observed by customers is problem analysis. Here, customers are asked to identify the problems they are facing and provide suggestions related to these problems.

Chapter 3 Consumer And Business Decision Making

Once a customer’s problem is identified, the marketer can adjust marketing mix variables to help customers overcome the problem. This can be done by modifying the product, changing the distribution strategy, adjusting the price, or changing the advertising or communication strategy.

Marketers themselves can activate the identification of the customer’s problem. Marketers can activate problem identification by influencing the desired region first. By emphasizing the benefits of products, marketers can encourage people to buy certain products that they actively lack.

Through advertising, personal selling, and sales promotion activities, marketers can influence consumers’ desire states by prompting them to identify problems. Marketers can also activate problem identification by influencing consumers’ perceptions of the actual situation.

For example, a person buying a product from a particular brand may be presented with an alternative idea

Solution: Chapter 3 Consumer Decision Making

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