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Purchase Process Introduction What influences consumers to purchase products or services? The consumer buying process is a complex matter as many internal and external factors have an impact on the buying decisions of consumers.
Consumers do not spend much time thinking about the purchase of low value products which are bought on impulse. Manufacturers of such products will need to implement strategies that encourage consumers to buy on impulse from them instead of their competitors e.
When consumers purchase high value products or non impulse products, they often go through a set process. This process is discussed below. On the next page there is a discussion of what influences consumer buying behaviour and the different types of buying behaviour.
The diagram below maps out the consumer purchase process from when the consumer recognises that they have a reason to make a purchase through to after the purchase Problem Or Need Recognition How do you decide which particular product or service to purchase? It could be that your Blu-Ray DVD player stops working and you now have to look for a new one; otherwise you will not be able to play your Blu-Ray films so you have a problem or a new need.
This is the first step in the consumer buying process. Information Search So we have a problem, our Blu-Ray player no longer works and we need to buy a new one.
What is the solution? Go out and purchase a new one, but which brand? Shall we buy the same brand as the one that broke down? Or stay clear of that just in case the new player experiences the same problems as the old one? Consumer often go on an information search to help them choose their product.
Sources of information include family, friends, retail staff and in this digital age the internet. The internet contains information about products specificationsproduct reviews and online product forums.
Information search may involve a visit to a retail store to view products that the consumer is interested in purchasing. In our example the consumer is on an information search to solve an immediate problem; they intend to make a purchase at the end of the process. Consumers also acquire and store information for future purchases.
Firms will take such consumers into account when designing their marketing strategies, in the hope that when such a consumer is ready to buy they will use the "stored" information about their product into account and buy their products.
Will it be a Sony, Toshiba or Samsung player? Consumers often create a point system in their minds where products are scored based on how many of their features appeal to them.Chapter 6 Class Notes Contents of Chapter 6 Class Notes.
What is Consumer Buying Behavior? , individualism and freedom. In american culture time scarcity is a growing problem.
IE change in meals. Big impact on international marketing. Handout Will British warm up to iced tea? Understanding Consumer Buying Behavior offers consumers. Factors That Influence Consumers’ Buying Behavior Low-Involvement Versus High-Involvement Buying Decisions and the Consumer’s Decision-Making Process Discussion Questions and Activities.
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May 10, · • To know the consumer buying behavior with reference to Reliance Fresh. • To identify the awareness regarding Reliance Fresh among the consumers available in the market.
• To find the. relation to consumer buying decision the secondary objective of the study is to acquire the knowledge on over all function of Indian retail industry and its operations by observing a retail outlet – Big Bazaar.
Manual's Bank Project report on consumer behavior at big bazaar Project report on consumer behavior at big bazaar. Download: Project report on consumer behavior at big bazaar Such perception is both at psychological and behavior levels, and it is the It also operates a consumer EXECUTIVE SUMMARY Big Bazaar Consumer Buying .