{"id":1083,"date":"2022-04-10T20:50:00","date_gmt":"2022-04-10T18:50:00","guid":{"rendered":"https:\/\/support.centreforelites.com\/consumer-buying-behaviour\/"},"modified":"2024-03-14T16:06:18","modified_gmt":"2024-03-14T14:06:18","slug":"consumer-buying-behaviour","status":"publish","type":"post","link":"https:\/\/support.centreforelites.com\/ru\/consumer-buying-behaviour\/","title":{"rendered":"CONSUMER BUYING BEHAVIOUR"},"content":{"rendered":"\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 132%;\">The aim of <a href=\"https:\/\/motivemeaning.blogspot.com\/2022\/04\/marketing-functions.html\">marketing<\/a> is to meet and satisfy customers&#8217; needs and wants. The field of <\/span><span style=\"font-size: 12pt; line-height: 132%;\">consumer buying behaviour studies how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 125%;\">Understanding consumer behaviour and &#8220;knowing customers&#8221; are never simple.&nbsp;<\/span>Customers may say one thing but do another. They may not be in touch with their deeper motivations. They may respond to influences that change their mind at the last minute.<\/p>\n\n\n\n<p class=\"\">&nbsp;<\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 117%;\">Small companies stand to profit from understanding how and why their customers buy. In <\/span>this article, we will consider their willingness to buy as determined by information sources, social environment, psychological forces and situational factors.<\/p>\n\n\n\n<div>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69d7879117933\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69d7879117933\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/support.centreforelites.com\/ru\/consumer-buying-behaviour\/#DECISION-MAKING_AS_PROBLEM-SOLVING\" >DECISION-MAKING AS PROBLEM-SOLVING<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/support.centreforelites.com\/ru\/consumer-buying-behaviour\/#RECOGNITION_OF_AN_UNSATISFIED_NEED\" >RECOGNITION OF AN UNSATISFIED NEED<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/support.centreforelites.com\/ru\/consumer-buying-behaviour\/#CHOICE_OF_AN_INVOLVEMENT_LEVEL\" >CHOICE OF AN INVOLVEMENT LEVEL<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/support.centreforelites.com\/ru\/consumer-buying-behaviour\/#_IDENTIFICATION_OF_ALTERNATIVES\" >&nbsp;IDENTIFICATION OF ALTERNATIVES<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/support.centreforelites.com\/ru\/consumer-buying-behaviour\/#EVALUATION_OF_ALTERNATIVES\" >EVALUATION OF ALTERNATIVES<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/support.centreforelites.com\/ru\/consumer-buying-behaviour\/#PURCHASE_AND_RELATED_DECISIONS\" >PURCHASE AND RELATED DECISIONS<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/support.centreforelites.com\/ru\/consumer-buying-behaviour\/#POST-PURCHASE_BEHAVIOR\" >POST-PURCHASE BEHAVIOR<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/support.centreforelites.com\/ru\/consumer-buying-behaviour\/#INFORMATION_AND_PURCHASE_DECISIONS\" >INFORMATION AND PURCHASE DECISIONS&nbsp;<\/a><\/li><\/ul><\/nav><\/div>\n<h2 style=\"line-height: 110%; margin: 0cm 0cm 9pt; text-align: left; text-indent: 0cm;\"><span class=\"ez-toc-section\" id=\"DECISION-MAKING_AS_PROBLEM-SOLVING\"><\/span><span style=\"font-size: 15pt; line-height: 110%;\">DECISION-MAKING AS PROBLEM-SOLVING<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"line-height: 124%; margin-bottom: 7pt;\"><span style=\"font-size: 12pt; line-height: 124%;\">To deal with the <a href=\"https:\/\/motivemeaning.blogspot.com\/2022\/04\/analysis-of-marketing-environment.html\">marketing environment<\/a> and make purchases, consumers engage in a decision process. One way to look at that process is to view it as problem-solving. When faced with a <\/span><span style=\"font-size: 13pt; line-height: 124%;\">problem that can be resolved through a purchase (&#8220;I&#8217; m bored. How do I satisfy my need <\/span>for entertainment&#8221;), the consumer goes through a series of logical stages to arrive at a decision.<\/p>\n<p style=\"line-height: 124%; margin-bottom: 9pt;\"><span style=\"font-size: 13pt; line-height: 124%;\">The six stages of the buying-decision process are:<\/span><\/p>\n<p style=\"line-height: 115%; margin: 0cm 0cm 2.0pt 0cm; mso-list: l3 level1 lfo2; tab-stops: 27.15pt; text-indent: 0cm;\"><a name=\"bookmark572\"><\/a><!-- [if !supportLists]--><span style=\"color: black;\"><span style=\"mso-list: Ignore;\">1.<span style=\"font: 7pt 'Times New Roman';\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <\/span><\/span><\/span><!--[endif]--><span style=\"font-family: 'Garamond',serif; font-size: 15pt; line-height: 115%; mso-bidi-font-family: Garamond; mso-fareast-font-family: Garamond;\">Need recognition: <\/span>The consumer is moved by a need.<\/p>\n<p style=\"line-height: 115%; margin: 0cm 0cm 0cm 34.0pt; mso-list: l3 level1 lfo2; tab-stops: 27.15pt; text-indent: -34pt;\"><a name=\"bookmark573\"><\/a><!-- [if !supportLists]--><span style=\"color: black;\"><span style=\"mso-list: Ignore;\">2.<span style=\"font: 7pt 'Times New Roman';\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <\/span><\/span><\/span><!--[endif]--><span style=\"font-family: 'Garamond',serif; mso-bidi-font-family: Garamond; mso-fareast-font-family: Garamond;\">Choice of an involvement level: <\/span><span style=\"font-size: 12pt; line-height: 115%;\">The consumer decides how much time and effort to <\/span>invest in an attempt to satisfy the need.<\/p>\n<p style=\"line-height: 115%; margin: 0cm 0cm 0cm 34.0pt; mso-list: l3 level1 lfo2; tab-stops: 27.15pt; text-indent: -34pt;\"><a name=\"bookmark574\"><\/a><!-- [if !supportLists]--><span style=\"color: black;\"><span style=\"mso-list: Ignore;\">3.<span style=\"font: 7pt 'Times New Roman';\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <\/span><\/span><\/span><!--[endif]--><span style=\"font-family: 'Garamond',serif; font-size: 15pt; line-height: 115%; mso-bidi-font-family: Garamond; mso-fareast-font-family: Garamond;\">Identification of alternatives: <\/span>The consumer identifies alternative products and brands and collects information about them.<\/p>\n<p style=\"line-height: 115%; margin: 0cm 0cm 0cm 34.0pt; mso-list: l3 level1 lfo2; tab-stops: 27.15pt; text-indent: -34pt;\"><a name=\"bookmark575\"><\/a><!-- [if !supportLists]--><span style=\"color: black;\"><span style=\"mso-list: Ignore;\">4.<span style=\"font: 7pt 'Times New Roman';\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <\/span><\/span><\/span><!--[endif]--><span style=\"font-family: 'Garamond',serif; font-size: 15pt; line-height: 115%; mso-bidi-font-family: Garamond; mso-fareast-font-family: Garamond;\"><a href=\"https:\/\/support.centreforelites.com\/ru\/master-monitoring-and-evaluation-in-5-minutes\/\">Evaluation<\/a> of alternatives: <\/span><span style=\"font-size: 12pt; line-height: 115%;\">The consumer weighs the pros and cons of the <\/span>alternative identified.<\/p>\n<p style=\"line-height: 115%; margin: 0cm 0cm 0cm 34.0pt; mso-list: l3 level1 lfo2; tab-stops: 27.15pt; text-indent: -34pt;\"><a name=\"bookmark576\"><\/a><!-- [if !supportLists]--><span style=\"color: black;\"><span style=\"mso-list: Ignore;\">5.<span style=\"font: 7pt 'Times New Roman';\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <\/span><\/span><\/span><!--[endif]--><span style=\"font-family: 'Garamond',serif; font-size: 15pt; line-height: 115%; mso-bidi-font-family: Garamond; mso-fareast-font-family: Garamond;\">Decision: <\/span><span style=\"font-size: 12pt; line-height: 115%;\">The consumer decides to buy or not to buy and makes other decisions <\/span>related to the purchase<\/p>\n<p style=\"line-height: 115%; margin-bottom: 7pt; text-indent: 12pt;\">6. Post-purchase behaviour: The consumer seeks reassurance that the choice&nbsp;<span style=\"font-size: 13pt; text-indent: 12pt;\">made was the correct one.<\/span><\/p>\n<p style=\"line-height: 120%; margin-bottom: 11pt; text-indent: 12pt;\"><span style=\"font-size: 13pt; line-height: 120%;\">Purchase decision may not involve all the stages:<\/span><\/p>\n<p style=\"line-height: 135%; margin: 0cm 0cm 0cm 12.0pt; text-indent: 3pt;\"><span style=\"font-size: 12pt; line-height: 135%;\">l.The consumer can withdraw at any stage prior to the actual purchase. If, for <\/span><span style=\"font-size: 13pt; line-height: 135%;\">example, the need diminishes or no satisfactory alternatives are available, the <\/span><span style=\"font-size: 12pt; line-height: 135%;\">process will come to an abrupt end.<\/span><\/p>\n<p style=\"line-height: 124%; margin: 0cm 0cm 0cm 12.0pt; text-indent: 3pt;\"><span style=\"font-size: 12pt; line-height: 124%;\">2. It is not uncommon for some stages to be skipped. All six stages are likely to be <\/span><span style=\"font-size: 13pt; line-height: 124%;\">used only in certain buying situations, for instance, when buying high-priced, infrequently purchased items.<\/span><\/p>\n<p style=\"line-height: 125%; margin: 0cm 0cm 0cm 12.0pt; mso-list: l0 level1 lfo3; text-indent: 3pt;\"><a name=\"bookmark577\"><\/a><!-- [if !supportLists]--><span style=\"color: black; font-size: 13pt; line-height: 125%;\"><span style=\"mso-list: Ignore;\">3.<span style=\"font: 7pt 'Times New Roman';\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <\/span><\/span><\/span><!--[endif]--><span style=\"font-size: 13pt; line-height: 125%;\">The stages are not necessarily of the same length. When a mechanic tells you <\/span><span style=\"font-size: 12pt; line-height: 125%;\">that your car&#8217;s engine needs an overhaul, it may take only a moment to recognize the need for a new car. However, the identification and <a href=\"https:\/\/support.centreforelites.com\/ru\/master-monitoring-and-evaluation-in-5-minutes\/\">evaluation<\/a> of alternative models <\/span><span style=\"font-size: 13pt; line-height: 125%;\">may go on for weeks.<\/span><\/p>\n<p style=\"line-height: 120%; margin-bottom: 0.0001pt; text-align: justify; text-indent: 15pt;\"><span style=\"font-size: 13pt; line-height: 120%;\">4. Some stages may be performed consciously in certain purchase situations&nbsp;<\/span><span style=\"font-size: 13pt; text-indent: -12pt;\">and subconsciously in others. For example, we don&#8217;t consciously calculate for every purchase the amount of time and effort we will put forth.<\/span><\/p>\n<p style=\"line-height: 120%; margin-bottom: 0.0001pt; text-align: justify; text-indent: 15pt;\"><span style=\"font-size: 12pt;\">In the following discussion, assume that the six-stage process generally characterizes buying decisions: However, keep in mind that the stage may have to be adjusted to fit the circumstance of a particular purchase situation.<\/span><\/p>\n<h3 style=\"line-height: 120%; margin-bottom: 0.0001pt; text-align: justify; text-indent: 15pt;\"><span class=\"ez-toc-section\" id=\"RECOGNITION_OF_AN_UNSATISFIED_NEED\"><\/span><span style=\"text-indent: 12pt;\">RECOGNITION OF AN UNSATISFIED NEED<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"line-height: 120%; margin-bottom: 0.0001pt; text-align: justify; text-indent: 15pt;\"><span style=\"font-size: 12pt;\">The process of deciding what to buy begins when a need that can be satisfied through consumption become strong enough to motivate a person. This need recognition may arise internally (for example when you feel hungry). Or the need may be dormant until it is aroused by an external stimulus, such as an ad or the sight of a product or the depletion of an existing product (your pen runs out of ink)<\/span><\/p>\n<h3 style=\"line-height: 120%; margin-bottom: 0.0001pt; text-align: justify; text-indent: 15pt;\"><span class=\"ez-toc-section\" id=\"CHOICE_OF_AN_INVOLVEMENT_LEVEL\"><\/span><span style=\"text-align: left; text-indent: 12pt;\">CHOICE OF AN INVOLVEMENT LEVEL<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"break-after: avoid; line-height: 112%; margin: 0cm 0cm 11.0pt 0cm; mso-list: l1 level1 lfo4; mso-pagination: lines-together; page-break-after: avoid; tab-stops: 46.1pt; text-indent: 12pt;\">&nbsp;<\/p>\n<p style=\"line-height: 130%; margin: 0cm 0cm 9.0pt 12.0pt;\"><span style=\"font-size: 12pt; line-height: 130%;\">After recognizing a need, the consumer consciously or unconsciously decides how <\/span><span style=\"font-size: 13pt; line-height: 130%;\">much effort to exert in satisfying it. Sometimes when a need arise a consumer is <\/span><span style=\"font-size: 12pt; line-height: 130%;\">dissatisfied with the quality of information about the purchase situation and decides to actively collect and evaluate more. These are high-involvement purchases that entail all six stages of the buying decision process. If, on the other hand, a consumer is <\/span><span style=\"font-size: 13pt; line-height: 130%;\">comfortable with the information and alternatives readily available, the purchase <\/span><span style=\"font-size: 12pt; line-height: 130%;\">situation is low involvement. In such cases, the buyer will likely skip directly from need recognition to a decision, ignoring the stages in between.<\/span><\/p>\n<\/div>\n\n\n\n<div>\n<p style=\"margin-bottom: 0cm; text-indent: 12pt;\"><span style=\"font-size: 12pt;\">Some differences in consumer behaviour in high and involvement situations are:<\/span><\/p>\n<div style=\"clear: both; text-align: center;\">&nbsp;<\/div>\n<figure><a style=\"margin-left: 1em; margin-right: 1em;\" href=\"https:\/\/i0.wp.com\/blogger.googleusercontent.com\/img\/b\/R29vZ2xl\/AVvXsEh3J5oWwmfiVY23YiPK4Gg0yX6oUCaJjwScrnAFp8QWdUFpfOLpxXLacXHBh37NqAmWfkB8hxYgoqGO6uFxTPMBhnPG4eploSoNTEC6AXwWLIBGiO1-Tlh2NsfKoHsuD_0wpKYFuFsH2x5VkK1DuSZTWf8qDAmdvevBiWm9N4BN46ONrH8nhQf8Qa4T\/s711\/Consumer%20Behaviour%20Table.png?ssl=1\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" title=\"Some difference in consumer behaviour in high and involvement situations\" src=\"https:\/\/i0.wp.com\/blogger.googleusercontent.com\/img\/b\/R29vZ2xl\/AVvXsEh3J5oWwmfiVY23YiPK4Gg0yX6oUCaJjwScrnAFp8QWdUFpfOLpxXLacXHBh37NqAmWfkB8hxYgoqGO6uFxTPMBhnPG4eploSoNTEC6AXwWLIBGiO1-Tlh2NsfKoHsuD_0wpKYFuFsH2x5VkK1DuSZTWf8qDAmdvevBiWm9N4BN46ONrH8nhQf8Qa4T\/w596-h303\/Consumer%20Behaviour%20Table.png?resize=596%2C303&#038;ssl=1\" alt=\"CONSUMER BUYING BEHAVIOUR\" width=\"596\" height=\"303\" border=\"0\" data-original-height=\"363\" data-original-width=\"711\"><\/a><\/figure><div style=\"clear: both; text-align: center;\"><\/div>\n<p style=\"margin-bottom: 0cm; text-indent: 12pt;\"><span style=\"font-size: 13pt;\">Involvement trends to be greater under any of the fol owing conditions:<\/span><\/p>\n<\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"\"><span style=\"font-size: 13pt; line-height: 120%;\">The consumer lacks information about alternatives for satisfying the need.<\/span><\/li>\n\n\n\n<li class=\"\">A large amount of money is involved.<\/li>\n\n\n\n<li class=\"\">The product has considerable social importance.<\/li>\n\n\n\n<li class=\"\"><span style=\"font-size: 12pt; text-indent: 34pt;\">The product is seen as having a potential for providing significant benefits.<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"\">&nbsp;<\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 120%;\">Since they rarely any of these conditions, most buying decisions for relatively low priced products that have close substitutes would be low involvement. Typical examples are the majority of items sold in supermarkets, variety stores and hardware store. Involvement must <\/span><span style=\"font-size: 12pt; line-height: 120%;\">be viewed from the perspective of the consumer, not the product. <\/span><span style=\"font-family: 'Garamond',serif; font-size: 15pt; line-height: 120%; mso-bidi-font-family: Garamond; mso-fareast-font-family: Garamond;\">Impulse buying <\/span>or <span style=\"font-size: 13pt; line-height: 120%;\">purchasing with little or no advance planning is a form of low involvement decision-\u00ad<\/span>making.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"_IDENTIFICATION_OF_ALTERNATIVES\"><\/span><span style=\"font-size: 15pt; line-height: 107%; text-indent: 0cm;\"><span style=\"font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal;\">&nbsp;<\/span><\/span><span style=\"font-size: 15pt; line-height: 107%; text-indent: 0cm;\">IDENTIFICATION OF ALTERNATIVES<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"\"><a name=\"bookmark586\"><\/a><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 12pt; line-height: 120%;\">Once a need has been recognized and the level of involvement is selected, the consumer must <\/span><span style=\"font-size: 13pt; line-height: 120%;\">next identify the alternatives capable of satisfying the need. The search for alternatives is influenced by:&nbsp;<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 120%;\">(i) How much information the consumer already has from past experiences <\/span>and other sources.&nbsp;<\/p>\n\n\n\n<p class=\"\">(ii ) The consumer&#8217;s confidence in that information.&nbsp;<\/p>\n\n\n\n<p class=\"\">(iii) The expected value of additional information.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"EVALUATION_OF_ALTERNATIVES\"><\/span><span style=\"font-size: 15pt; line-height: 107%;\">EVALUATION OF ALTERNATIVES<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"\"><a name=\"bookmark587\"><\/a><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 125%;\">Once all the reasonable alternative have been identified, the consumer must evaluate them before making a decision. The <a href=\"https:\/\/support.centreforelites.com\/ru\/master-monitoring-and-evaluation-in-5-minutes\/\">evaluation<\/a> involves establishing some criteria against which each alternative is compared.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"background: white;\">The criteria that consumers use in the <a href=\"https:\/\/support.centreforelites.com\/ru\/master-monitoring-and-evaluation-in-5-minutes\/\">evaluation<\/a> result from their past experience and&nbsp;<\/span><span style=\"font-size: 12pt;\">feeling toward various brands, as well as the opinions of family members and friends.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"PURCHASE_AND_RELATED_DECISIONS\"><\/span><span style=\"font-size: 15pt; line-height: 110%;\">PURCHASE AND RELATED DECISIONS<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"\"><a name=\"bookmark588\"><\/a><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 12pt; line-height: 127%;\">After searching and evaluating, the consumer must decide whether to buy. Thus the first outcome is the decision to purchase or not to purchase the alternative evaluated as most <\/span><span style=\"font-size: 13pt; line-height: 127%;\">desirable. If the decision is to buy, a series of related decisions must be made regarding <\/span><span style=\"font-size: 12pt; line-height: 127%;\">features, where and when to make the actual transaction, how to take delivery or possession, <\/span>the method of payment and other issues.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"POST-PURCHASE_BEHAVIOR\"><\/span><span style=\"font-size: 15pt; line-height: 109%;\">POST-PURCHASE BEHAVIOR<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"\"><a name=\"bookmark589\"><\/a><\/p>\n\n\n\n<p class=\"\"><span style=\"text-indent: 1pt;\">What a consumer learns from going through the buying process has an influence on how he or she will behave the next time the same need arises.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 12pt; line-height: 130%;\">Having gathered information evaluated alternatives, and arrived at a decision, the consumer has acquired additional knowledge about the product and various brands. Furthermore, new opinions and beliefs have been formed and old ones have been <\/span><span style=\"font-size: 13pt; line-height: 130%;\">revised.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 12pt; line-height: 127%;\">Something else often occurs following a purchase. Have you ever gone through a careful decision process for a major purchase (say, a set of tyres for your car or an expensive item of clothing), selected what you thought as the best alternative, but then had doubts about your choice after the purchase? What you were experiencing <\/span><span style=\"font-size: 13pt; line-height: 127%;\">is post-purchase cognitive dissonance- a state of anxiety brought on by the <\/span>difficulty of choosing from among several alternatives.<\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 12pt; line-height: 129%;\">Dissonance typically increases&nbsp;<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 12pt; line-height: 129%;\">(1) the higher the value of the purchase&nbsp;<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 12pt; line-height: 129%;\">(2) the greater the similarity between the item selected item(s) rejected: and&nbsp;<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 12pt; line-height: 129%;\">(3) the greater the importance of the purchase decision. Thus buying a house creates more dissonance <\/span><span style=\"font-size: 13pt; line-height: 129%;\">than buying a fan.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 12pt; line-height: 137%;\">With this background on the buying, decision process, we can examine what influences <\/span><span style=\"font-size: 13pt; line-height: 137%;\">buying behaviour.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"INFORMATION_AND_PURCHASE_DECISIONS\"><\/span><b>INFORMATION AND PURCHASE DECISIONS&nbsp;<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"\"><a name=\"bookmark590\"><\/a><\/p>\n\n\n\n<p class=\"\">The consumer&nbsp;<span style=\"font-size: 12pt; line-height: 124%;\">must find out what products and brands are available. Without this&nbsp;<\/span><span style=\"font-size: 12pt; line-height: 139%;\">market information, there wouldn&#8217;t be a decision process because there wouldn&#8217;t be <\/span><span style=\"font-size: 13pt; line-height: 139%;\">decisions to make.<\/span><\/p>\n\n\n\n<p class=\"\">What are the sources and types of information that exist in the buying environment? The commercial environment and the social environment are the two sources. The commercial information environment consists of all marketing manufacturers, retailers, advertisers, and salespeople whenever any of them are engaged in efforts to inform or persuade. The social environment is comprised of family, friends, and acquaintances who directly provide information about products.&nbsp;<\/p>\n\n\n\n<p class=\"\">Advertising is the most familiar type of commercial information. The normal kind of social information is word-of-mouth communication, two or more people discussing a <a href=\"https:\/\/motivemeaning.blogspot.com\/2022\/04\/fundamental-product-concepts.html\">product<\/a>. To understand how the consumer functions, we will begin by examining the social and group forces that influence the individual&#8217;s psychological makeup and also play a role in specific buying decisions<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The aim of marketing is to meet and satisfy customers&#8217; needs and wants. The field of consumer buying behaviour studies [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2223,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"wds_primary_category":139,"footnotes":""},"categories":[139,265],"tags":[178,267],"class_list":["post-1083","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-principles-of-marketing","tag-business-management","tag-consumers-behaviour"],"aioseo_notices":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/pexels-photo-12374775.jpeg?fit=1880%2C1253&ssl=1","jetpack-related-posts":[{"id":1080,"url":"https:\/\/support.centreforelites.com\/ru\/situational-influences-on-customers-behaviour\/","url_meta":{"origin":1083,"position":0},"title":"Situational Influences on Customer Behaviour","author":"centreforelites","date":"10 \u0430\u043f\u0440\u0435\u043b\u044f, 2022","format":false,"excerpt":"\u00a0Often the situations in which we find ourselves play a large part in determining how we behave. Students, for example, act differently in a classroom than they do when they are in a stadium watching a football game. The same holds true of buying behaviour. Situational influences tend to be\u2026","rel":"","context":"\u0412 &quot;Marketing&quot;","block_context":{"text":"Marketing","link":"https:\/\/support.centreforelites.com\/ru\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1079,"url":"https:\/\/support.centreforelites.com\/ru\/factors-influencing-consumers-behaviour\/","url_meta":{"origin":1083,"position":1},"title":"Factors influencing consumers Behaviour","author":"centreforelites","date":"10 \u0430\u043f\u0440\u0435\u043b\u044f, 2022","format":false,"excerpt":"The buying behaviour of ultimate consumers or simply, consumers Behaviour can be examined using a five- part model: the buying-decision process, information, social and group forces, psychological forces and situational factors. The buying decision process is composed of six stages consumers go through in making purchases The stages are needed\u2026","rel":"","context":"\u0412 &quot;Marketing&quot;","block_context":{"text":"Marketing","link":"https:\/\/support.centreforelites.com\/ru\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1082,"url":"https:\/\/support.centreforelites.com\/ru\/social-and-group-forces-on-consumer-behaviour\/","url_meta":{"origin":1083,"position":2},"title":"Social and Group Forces on Consumer Behaviour","author":"centreforelites","date":"10 \u0430\u043f\u0440\u0435\u043b\u044f, 2022","format":false,"excerpt":"\u00a0The ways in which we think, believe, and act are determined to a great extent by social forces and groups. And our individual buying decisions, including the needs we experience, the alternatives we consider, and the way in which we evaluate them, are affected by the social forces that surround\u2026","rel":"","context":"\u0412 &quot;Marketing&quot;","block_context":{"text":"Marketing","link":"https:\/\/support.centreforelites.com\/ru\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1081,"url":"https:\/\/support.centreforelites.com\/ru\/psychological-factors-influence-on-customer\/","url_meta":{"origin":1083,"position":3},"title":"Psychological Factors influence on Customer","author":"centreforelites","date":"10 \u0430\u043f\u0440\u0435\u043b\u044f, 2022","format":false,"excerpt":"One or more motives within a person or their Psychological Factors activate goal-oriented behaviour. One such behaviour is perception, that is, the collection and processing of information. Other important psychological activities that play a role in buying decisions are learning, attitude formation, personality and self-concept. MOTIVATION \u2014 THE STARTING POINT\u2026","rel":"","context":"\u0412 &quot;Marketing&quot;","block_context":{"text":"Marketing","link":"https:\/\/support.centreforelites.com\/ru\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1086,"url":"https:\/\/support.centreforelites.com\/ru\/segmenting-the-consumer-market\/","url_meta":{"origin":1083,"position":4},"title":"SEGMENTING THE CONSUMER MARKET","author":"centreforelites","date":"10 \u0430\u043f\u0440\u0435\u043b\u044f, 2022","format":false,"excerpt":"\u00a0There is no single way to segment a consumer market. A marketer has to try different segmentation variables, singly and in combination, hoping to find an insightful way to view the market structure. In this section, we shall examine the major geographic, demographic, psychographic and behaviouristic variables used in segmenting\u2026","rel":"","context":"\u0412 &quot;Marketing&quot;","block_context":{"text":"Marketing","link":"https:\/\/support.centreforelites.com\/ru\/category\/marketing\/"},"img":{"alt_text":"SEGMENTING THE CONSUMER MARKET - traditional family cycle","src":"https:\/\/i0.wp.com\/www.researchgate.net\/profile\/Karola-Dillenburger\/publication\/271260900\/figure\/fig1\/AS%3A614187227181075%401523445054487\/Family-life-cycle-stages.png?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.researchgate.net\/profile\/Karola-Dillenburger\/publication\/271260900\/figure\/fig1\/AS%3A614187227181075%401523445054487\/Family-life-cycle-stages.png?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/www.researchgate.net\/profile\/Karola-Dillenburger\/publication\/271260900\/figure\/fig1\/AS%3A614187227181075%401523445054487\/Family-life-cycle-stages.png?resize=525%2C300&ssl=1 1.5x"},"classes":[]},{"id":1087,"url":"https:\/\/support.centreforelites.com\/ru\/an-overview-of-markets-and-target-market\/","url_meta":{"origin":1083,"position":5},"title":"AN OVERVIEW OF MARKETS AND TARGET MARKET","author":"centreforelites","date":"10 \u0430\u043f\u0440\u0435\u043b\u044f, 2022","format":false,"excerpt":"Markets are collections of people or organizations with (a) needs to satisfy (b) money to spend, and (c) the willingness to spend it. You should however understand that, within a total market, there is usually some differences among the buyers. For instance, not all consumers who own cars want to\u2026","rel":"","context":"\u0412 &quot;Marketing&quot;","block_context":{"text":"Marketing","link":"https:\/\/support.centreforelites.com\/ru\/category\/marketing\/"},"img":{"alt_text":"AN OVERVIEW OF MARKETS AND TARGET MARKET","src":"https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/pexels-photo-16904985.jpeg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/pexels-photo-16904985.jpeg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/pexels-photo-16904985.jpeg?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/pexels-photo-16904985.jpeg?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/pexels-photo-16904985.jpeg?resize=1050%2C600&ssl=1 3x, https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/pexels-photo-16904985.jpeg?resize=1400%2C800&ssl=1 4x"},"classes":[]}],"jetpack_sharing_enabled":true,"jetpack_likes_enabled":true,"_links":{"self":[{"href":"https:\/\/support.centreforelites.com\/ru\/wp-json\/wp\/v2\/posts\/1083","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/support.centreforelites.com\/ru\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/support.centreforelites.com\/ru\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/support.centreforelites.com\/ru\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/support.centreforelites.com\/ru\/wp-json\/wp\/v2\/comments?post=1083"}],"version-history":[{"count":1,"href":"https:\/\/support.centreforelites.com\/ru\/wp-json\/wp\/v2\/posts\/1083\/revisions"}],"predecessor-version":[{"id":2227,"href":"https:\/\/support.centreforelites.com\/ru\/wp-json\/wp\/v2\/posts\/1083\/revisions\/2227"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/support.centreforelites.com\/ru\/wp-json\/wp\/v2\/media\/2223"}],"wp:attachment":[{"href":"https:\/\/support.centreforelites.com\/ru\/wp-json\/wp\/v2\/media?parent=1083"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/support.centreforelites.com\/ru\/wp-json\/wp\/v2\/categories?post=1083"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/support.centreforelites.com\/ru\/wp-json\/wp\/v2\/tags?post=1083"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}