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CONSUMER PSYCHOLOGY AND BUYING BEHAVIOR - Research Paper Example

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❶Consumer decision making comes about as an attempt to solve consumer problems, both major and minor.

Consumer Behavior

Consumer Behavior Research Paper
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Nevertheless, demographics are important as consumer descriptors because they want to buy age, education, marital status, household composition.

Steve Wang as a full-time college student, he has no income right now. All kinds of payment from his parents. Therefore, he has limited budget and sometimes has to shorten on the other parts to satisfy a particular purchasing like to purchase a pair Timberland shoes that is priced at RM Age is a powerful determinant of consumer behavior.

And they will shift to more qualitative than quantitative on choosing things. Like other guys, Steve does care about how people feel about his looks especially the girls, the well-known brands and mid-to high priced products become the most popular alternatives from his point of view even though there is not enough money budget.

And his budget is getting better too. There is more budget for him to use to purchase things that he likes, but he mentioned that a pair of Timberland still a big purchasing item for him. Life-style is measured by the attitudes, interests and opinions of consumers. Steve has a positive attitude about life, although he worries about some common problems and situations that people worry at the same age.

He always tells people — do not buy things depend on the price cheap or not, but to concern whether that product has the extent value for future and long term. Products that he wants to buy all depends on such a belief.

He is some in principle oriented type, these individuals are guided in their choice by their beliefs and principles rather than by feeling, events or a desire for approval.

So he is some in the action oriented experience type. If the company has selected its target market and position carefully, then its marketing mix strategy, including price, will be fairly straight forward. The objective of timberland is product quality leadership. They decide the products have to achieve product quality leadership. Timberland targets their athlete series mainly on the people aged years.

And the most important thing is this group of people they are easy to learn about the new information or to accept the new features about the product, that means, easy to change to the new product that the company introduce, they are also willing to pay such a high price compares with other brands.

Usually, when people mentions about Timberland, the good quality comes first and then the high price. Therefore, the information about the timberland that people ready kept in mind a certain point. I pay for it because it worth. Steve bought the shoes in a franchised store of a big shopping center and he mentioned that the previous purchasing was in KLIA franchised store. The reason why Timberland put the stores in big shopping center and airports still because of its targeting and product positioning.

They identify and analysis the segment of the market, the targeting customers are those who are in the higher standard level of living class the places they normally go for shopping things are also in the higher standard place.

There are a few of competitors in the marketer, but Timberland stands on several competitive advantages. At the first, it has the much higher quality than its competitors compare under the pricing, then they give the very good and comfortable environment to their customer in every store, this is a important inference; they also give the excellent services after the buying like you can bring your Timberland shoes to any of the Timberland store to clean them for free and if something wrong with the shoes they will repair it for free, in some situation the customer may get a new pair of shoes for replacement.

After all this through a longtime period, people will remember timberland as a trusted brand. Part 3 Consumer decision process As usual, the customer decision process begins with the problem recognition. A difference between an existing state and a desired one become a consumer problem, a consumer begins with a particular state of mind that represents his or her perceptions of and attitudes forward known brands. For example, consider a business school student who is thinking of purchasing a personal computer.

Once the problem has been recognized, an information search is undertaken to isolate an effective solution. After the information has been gathered, allowing the consumer to determine and compare the relevant and feasible alternatives, the decision can be made.

The attributes that influence store choice are examined, and related to the needs of particular consumer groups. The actual acquisition of the product is analysis, with particular attention given to retailers efforts attract and satisfy consumers in the exchange process.

The consumption process occurs within 3 categories: Refer to table 1. Refer to table 2. Purchase involvement is a continuum, and it is also useful to consider habitual, limited and extended decision making as general decryptions of the types of process that occur along various points on the continuum. Extended decision making is the response to a very high level of purchase involvement shopping product. The recognition of a problem is the result of a discrepancy between a desired state and an actual state, without if there is no need for a consumer decision.

Both active and inactive problem occurs in the consumer problems. Information search involves mental as well as physical activity on the part of consumers. The use of information from memory is referred to as internal search. And, the search process is focused on external stimuli relevant to soloing problem is called external search. A consumer decision requires the appropriate evaluative criteria for the solution of a problem. The existence of various alternative solutions the performance level or characteristic of each alternative solution on each evaluative criteria.

As consumers move into more extended decision making, the relative importance of external information search tends to increase. External information can include: The information sources are from memory; personal sources, independent sources marketing sources and experiential sources.

Usually different measures of external information search have been used: Sources used, overall or combination measures. Market characteristics include the number of alternatives, price, and age. Store distribution and information availability. Product characteristics like price level and differentiation tend to influence external search.

The consumer and situational characteristics also influence the external search. Evaluative criteria are the various features a consumer looks for in response to a particular problem. They are the performance levels or characteristics consumers use to compare different brands in light of their particular consumption problem.

The number type and importance of evaluative criteria used differ from consumer to consumer and across product categories. When consumers judge alternative brands or several evaluative criteria, they must have some methods for selecting one brand from the various choices. Decision rules are used by them. A decision rule specifies how a consumer compares two or more brands. Five commonly used decision rule are the disjunctive, conjunctive, lexicographic, elimination-by-aspects, and compensatory rules.

The store is image and the type and amount of retail advertising often exert important influences as evaluative criteria. The major dimensions of store image include merchandise, service, clientele, and physical facilities, convenience. Promotion and store atmosphere. Subsequent research has looked into information processing of consumer choice, and the experiential consumer. Since the early s, research has been conducted in areas as wide and varied as deviant behavior, consumer perception, planned behavior, intention-behavior discrepancy, environmentally responsible behavior, consumer judgment, attitudes, dependence, international and cross-cultural consumer behavior, impulsive buying, personality-behavior relationships, the role of imagery, and social and political marketing issues.

Behavior occurs either for an individual on his or her own; for an individual in the context of a group where others in the group influence how a person behaves ; or for an organization where people on the job make decisions as to which products the firm should use. The study of consumer behavior attempts to understand the buyer decision making process for individuals, groups and organizations.

Consumer decision making comes about as an attempt to solve consumer problems, both major and minor. A consumer buying decision process can have up to six stages.

Actual purchasing is only one stage of the process, and not all decision processes may lead to a purchase. The number of stages involved in a particular decision will depend on the degree of complexity of that decision.

The six stages are: The first stage, Problem Recognition, is when a consumer becomes aware of a need. The need is manifest because there is a difference between the consumer's desired state and his or her actual condition.

The second stage is the information search. There are two types of information searches: With an internal information search, the consumer searches the information stored in his or her memory. If more information is needed after the internal search, the consumer may consult external information sources such as friends and relatives for word-of-mouth; marketing information; comparison shopping; and public sources.

A successful information search leaves a needy consumer with possible alternatives collectively called the Evoked Set. Armed with the evoked set, the consumer embarks on the third stage of the buying decision process: Here, the consumer may need to establish the criteria for evaluation, such as features of the product or service that the buyer wants or does not want.

The consumer may rank or weigh the alternatives to arrive at a choice, or resume searching if a satisfactory choice is not arrived at. Information from different sources may be treated differently. The fourth stage in the consumer buying decision process is the purchase decision. Here, the consumer selects from the available alternatives, making decisions on details such as the specific product or service, its packaging, retail outlet and method of purchase.

The fifth stage is the purchase, which at times occurs simultaneously with the purchase decision.


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International Journal of Scientific and Research Publications, Volume 4, Issue 9, September 1 ISSN lossweightcbrqz.gq A Study on factors influencing consumer buying behavior.

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Research paper on consumer buying behavior; I may be stressed about that i have an essay due, while im eating lunch, but hey, we got gta infinite money ads for hope #mondaymotivation.

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Research shows that the congruity between product image and self-image affects the product preference of a consumer and their intentions to buy an item. This congruence with self-image could also facilitate positive attitudes and behaviour towards products. This paper presents analysis of research in the area of Consumer Behavior of Automobile Car Customer. Proper understanding of consumer buying behavior will .

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