Preview

Consumer Behaviour

Powerful Essays
Open Document
Open Document
1297 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Consumer Behaviour
Consumer behavior is extremely complex, by studying consumer behavior we can further understand about why we make purchases and how we chose one brand or product over the option of others. In this essay I will apply the standard consumer decision process model (Engel, Blackwell and Miniard model) to the purchase of a high involvement and expensive product, a RADO watch and a cheaper low involvement product, a manual toothbrush. I will then discuss the strengths and weaknesses of the model and what aspects of a purchase it does not evaluate.
Problem recognition is defined as the perception of a difference between the ideal state of affairs and the actual situation (stream notes chapter 1 Schiffman et al. (2011). Needs recognition is the first stage of all consumer decision process. The problem recognition for buying a RADO watch is initially my want for being able to wear a watch. However I know I want a luxury watch of high value and class, this makes the purchase of a high involvement highly complex and an extensive problem solving decision as it is very expensive.

I will be very motivated in the next step which is the search for information. Being of such a high priced purchase I want to find out as much information as I can, not just about the product but also the effect of wearing a RADO watch. Firstly I will do an internal search of information, this is a quick sweep over the mind on what I can recall about the product and is done as soon as a problem is recognised. With lower interest or motivated purchases this could be deemed enough and I would move onto the purchase. However, as this is a complex purchase I want to know more information, this is called an external information search. By including an external investigation I will better understand the risks involved with buying a RADO watch. Such as functional risk, will the product work as expected? Physical risk, is the watch safe? such as reactions to the materials it is made from.

You May Also Find These Documents Helpful

  • Good Essays

    Marketing Concepts

    • 609 Words
    • 3 Pages

    Consumer decision making is explained and viewed as a complex process that is conducted in steps in which consumers identify their needs, collect information, evaluate alternatives, and make the purchase decision. Some refer this process as problem solving phenomena. These actions are determined by psychological and economical factors, and are influenced by environmental factors such as cultural, group, and social values. Consumer’s decision making differ in many ways, just as problem solving…

    • 609 Words
    • 3 Pages
    Good Essays
  • Best Essays

    Consumer Behaviour

    • 3969 Words
    • 16 Pages

    There are three main aims of this report. It aims to provide a better understanding about the impact of internal and external factors on consumer behaviour. In so doing, Lacose, which produces apparel, was chosen for this. At first, it will examine the segmentation and identify target market for the company. The second purpose is to explain the role of internal and external factors affecting consumer purchasing decision on Lacoste. Due to space limit, only three factors will be considered: two internal factors of perception and motivation and one external factor of lifestyle. Another aim is to make the recommendations for establishing market strategies. Research for this report included a review of current marketing literature and some effective strategies for the future of Lacoste.…

    • 3969 Words
    • 16 Pages
    Best Essays
  • Good Essays

    Consumer Behaviour

    • 1304 Words
    • 6 Pages

    In this assignment I will be analysing the following; a case study presented on how holiday decision making varies from the traditional problem-solving model of consumer decision making.…

    • 1304 Words
    • 6 Pages
    Good Essays
  • Good Essays

    Buyer Behaviour

    • 3185 Words
    • 13 Pages

    The Decision Making Process developed by Engel Blackwell and Miniard (1990) is used in order to understand thoughts of consumers when buying products.…

    • 3185 Words
    • 13 Pages
    Good Essays
  • Satisfactory Essays

    How consumers process information to arrive at brand choices. How do consumers evaluate alternatives depend on the personal consumer and situation specific purchase. In some cases, consumers use careful kalkusai adn logical thinking. At other times, the same consumers do evalusai Ganya little or even not evacuate; instead they buy on impulse and rely on intuition. Kadan-sometimes komsumen make their own purchasing decisions; sometimes they ask for advice from friends purchase, consumers guides, or salespeople.…

    • 473 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Victoria Secret

    • 410 Words
    • 2 Pages

    The buyer decision process is for when a consumer faces a new and complex purchase situation. The first step is need recognition. The need can begin when someone either sees and advertisement or talks with a friend and it triggers the need. The second step is Information Search. An interested consumer may or may not search for more information on a product. If a consumer’s drive is strong and a satisfying product is at hand, the consumer is more likely to buy the product. The third step is evaluation of alternatives. This is how the consumer process information to arrive at brand choices, and its how a consumer makes a choice of buying one product over maybe two others. The fourth step is purchase decision. This is when the consumer purchase decision will be the brand the prefer. It’s when someone tells you it would be better to buy the lowest priced car, and your chances of buying an expensive car are reduced. Post purchase behavior is the fifth step in the buyer process. This happens after the consumer has bought the product, they decide whether the brand is satisfying.…

    • 410 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    In the report conceptual frameworks for understanding the consumer decision making process and an analysis using the Laddering technique are presented. Its analysis using the different theories and the steps in the decision making process led to understand how consumers translate the attributes of products into meaningful association with themselves, their beliefs and values.…

    • 2538 Words
    • 9 Pages
    Powerful Essays
  • Good Essays

    For products purchase, a customer who needs a certain product does not straight jump to purchase decision as right decision would not be so easily made, especially for high involvement products such as cars if the customer is engaged in complex buying behavior (refer to figure.2). The buyer decision process is the decision making process undertaken by consumers, which consists of five stages: problem recognition, information search, alternative evaluation, purchase decision, and lastly post-purchase behavior (refer to figure. 1). For example, a student needs a computer to write a report for assignments. He or she will then get information from friends, family or from internet, and choose alternatives in terms of price or guarantees. The student might find that the new computer has very little functions after bought it.…

    • 628 Words
    • 3 Pages
    Good Essays
  • Good Essays

    Nike Running

    • 854 Words
    • 4 Pages

    The typical stages of consumer buying process include need recognition, information search, the evaluation of alternatives, purchase decision, and post purchase behavior. Need recognition occurs when the buyer realizes they have a problem or need which is triggered by either internal or external stimuli. [1] The information search begins when consumers collect information pertaining to the product. This comes form sources, which include personal, commercial public and experiential. Once the information is gathered, the evaluation of alternatives takes place and the consumer uses the information to decide on brand choices. Next comes the purchase decision. During this phase of the consumer buying process, attitudes of others as well as unexpected situational factors affect the purchasing decision of the buyer. Finally, the consumer measures their expectations against the perceived performance of the product and determines their level of satisfaction.…

    • 854 Words
    • 4 Pages
    Good Essays
  • Good Essays

    Trying to determine how consumers make decisions is at the core of strategy for marketers as the work to maneuver the various principles of marketing. Consumers have their own maneuvering to do as they seek to determine which products and services to buy or not buy, which brands to use, and which brands to ignore. This paper will examine the major decision-making elements that guide the decision making processes used by consumers and to provide clarity when attempting to find the right mix of variables to market a product or services.…

    • 632 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    Problem recognition is the stage where the consumer is aware of a need or want. It occurs when the consumer realize a significant difference between his or her actual state and desire state. My problem in this situation at this stage, is having to own a new wedding gown, because I am walking down the isle with my fiancé next month. This desire of something new leads to the triggering of the decision process. In addition to my problem, I do not have a very well-funded family, so I cannot afford expensive, luxurious designer’s wedding gown.…

    • 1570 Words
    • 7 Pages
    Powerful Essays
  • Satisfactory Essays

    Decision Making Model

    • 468 Words
    • 2 Pages

    These different decision making models are approaches the problem of consumer decision making differently. The Engel-Kollat-Blackwell model is essentially a conscious problem solving and learning model of consumer behaviour. This model has a good description of active information seeking and evaluation processes of consumer. The information processed in this model is the stimulus. The consumer¡¦s decision processes act upon this stimulus in order to determine a response to it. These models attempt to explain each stage and show interrelated between the stages of consumer buyer behaviour from the stimulus, through the purchase to post purchase behaviour.…

    • 468 Words
    • 2 Pages
    Satisfactory Essays
  • Better Essays

    Consumer Decision Process

    • 3437 Words
    • 10 Pages

    According to Blackwell et al.’s (2012) consumer decision process (CDP) model, a simplified version of which included need recognition, search for information, and pre-purchase evaluation of alternatives, purchase, consumption, post-consumption evaluation and divestment. The model…

    • 3437 Words
    • 10 Pages
    Better Essays
  • Powerful Essays

    Maslow's Theory

    • 1366 Words
    • 6 Pages

    This paper discuss the decision making processes a consumer makes when purchasing a product or…

    • 1366 Words
    • 6 Pages
    Powerful Essays
  • Satisfactory Essays

    Consumer Buying Behavior

    • 311 Words
    • 2 Pages

    Consumer buying behavior can be defined as the way in which consumers or buyers of goods and services tend to react or behave when purchasing products that they like. Buyers tend to exhibit different types of buying behavior when they are in the process of purchasing goods and services and the behaviors witnessed are influenced by the type of product he/she wants to buy. Consumer buying behavior involves a long process where the buyer has to identify the product, study well its features, the pros and the cons and lastly deciding on whether to purchase it or not. Consumer buying behavior would make a certain buyer to purchase product A as opposed to product B or whether to purchase a certain product or leave it alone and all that is as a result of the buying decisions made by the buyer as to whether the product suits his/her needs and requirements. Consumers of goods and services may possess different types of consumer buying behavior that are unique to themselves. The buying behavior of consumer A may be different from those of consumer B and the difference may very well boil down to varying buying decision made by a consumer. According to Webster, “Buying behavior is all psychological, social and physical behavior of potential customers as they become aware of, evaluate, purchase, consume and tell other people about products and services.” Hence, buying behavior involves a complicated series of stimulus and response reactions to many factors or motives. These motives may be expressed or unexpressed and are based up on deepseated needs or more openly felt wants. When someone buys something, he or she psychologically satisfies both a need and a want. He or she buys a specific product out of a vast log, because it provides him or her with certain mental or physical satisfactions.…

    • 311 Words
    • 2 Pages
    Satisfactory Essays