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CONSUMER PSYCHOLOGY AND BUYING BEHAVIOR - Research Paper Example

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❶Outlet location is an important attribute for many consumers. Monitoring product usage can indicate new uses for existing products, needed product modifications, appropriate advertising themes, and opportunities for new products.

Consumer Behavior Research Paper

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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. Outlet location is an important attribute for many consumers.

Larger outlets are general preferred over small outlets. Shopping orientation refers to the general approach a consumer takes to acquiring both brands and non-purchase satisfaction from various types of retail outlets.

While in a store, consumers may often purchase a brand or product that differs from their plans made before entering the store. Such purchase is referred to as impulse or unplanned purchase, and the decisions can be the result of additional information processing induced by in store stimuli. Once the outlet and brand have been selected, the consumer must acquire the rights to the item.

Whether or not the consumer experiences dissonance, most purchases are followed by product use. That consumers use a product to fulfil certain needs.

If the product does not fulfil these needs, a negative evaluation may result. Monitoring product usage can indicate new uses for existing products, needed product modifications, appropriate advertising themes, and opportunities for new products. Disposal of the product or its packaging may occur before, during or after product use. Postpurchase dissonance, product usage disposal are potential influences on the purchase evaluation process.

Basically, consumers develop certain expectations about the ability of the product to fulfil instrumental and symbolic needs. Taking no action, switching brands, products, or stores, and warning friends are all common reactions to a negative purchase evaluation.

After the evaluation process and, where applicable, the complaint process, consumers have some degree of repurchase motivation. There may be a strong motive to avoid the brand, a willingness to repurchase it some of the time, or some level of brand loyalty, which is a willingness to repurchase coupled with a psychological commitment to the brand. Attention occurs when the stimulus activities one or more of the sensory receptors, and the resulting sensations go into the brain for processing.

Interpretation is the assignment of meaning to stimuli that have been attended to consumers must learn almost everything related to being a consumer: Learning is defined as any change in the content or organization of long-term memory.

The strength of learning depends on: It proposes five levels of motivation: Consumers are often aware of and will admit t the motives causing their behavior. It has been said that the basic nature of consumer behavior is diversity: Although early related research can be traced back much further, the attempt to theorize consumer behavior began in , first looking at the type of behavioral processes consumers typically used in adopting new products; then addressing consumer problem-solving, buyer behavior, and buyer decision processes.

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.


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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.

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International Journal of Scientific and Research Publications, Volume 4, Issue 9, September 1 ISSN eroticlesbian.ml 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. The comprehensive literature review of consumer behavior research undertaken in this article could advance the discipline of consumer behavior research by elucidating the evolution of consumer behavior literature in the studied period. Submit Paper. Submission Guidelines; Open Special Collections; About. Impact of TV advertisement on.

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