Purchase Behaviour Introduction Consumer Behaviour

We have seen that in many products, decision-making is a very lengthy process, and takes avery long time. The problem is recognized and a lot of information is gathered. After this is done, the last two stages of decision-making, that is, the purchase and post purchase come into play. Purchase is very important as it generates revenue, and dislikes of the consumer. Post purchase behavior also establishes a link between the marketer and the target market segment. Purchase is important to the marketer as the product was planned, produced, priced, promoted and distributed after a lot of effort. If purchase does not take place, the marketer has failed in his marketing effort. He then needs to change the marketing mix. He has to change the entire strategy, as the ultimate aim of the marketer is to float a product which will generate revenue and bring satisfaction to the customer. Purchase is important to the marketer for his success, for achieving his objectives, and far formulating competitive strategies against the competitors. Similarly, the customer pays money and expects certain benefits and satisfaction from the product. It marks the end of his search, end of his efforts and chooses the brand of his choice for expected benefits.

Purchase Behaviour

Consumers delay a decision because

  • They are too busy.
  • Do not like shopping.
  • Fear of making wrong decisions.
  • Price may decrease or better item may be available.
  • Social risk (not meeting approval of society).
  1. For purchasing, the customer has to consider the:

    selection of outlets, i.e., where to buy from. A product may be available in a number of stores of different types and different sizes. Where to buy from is an important decision that has to be taken by the customer. He further has to think about the quantity of product that he has to buy. Should he buy in small quantities or in bulk. Should he take advantage of the discount facilities which are offered only for a short period of time or should he ignore them, and buy his usual requirement for a month or for a week. This also depends on the amount of discretionary income that is available to him. There is another choice with the customer,

  2. How should he make the payment:

    Should he buy in cash or in credit, or hire-purchase or any alternative offered by the dealer.While taking a decision on these issues, a number of factors are to be considered, and these factors influence the decision-making process or the purchase process. The two sets of factors necessary for purchase are the buying intentions and the situational factors. Both these factors exert a joint influence on the purchase process. One without the other may not be sufficient to effect a purchase. The buying intention is a must for the purchase to come through.No matter how congenial the situational factors, the purchase may not take place without the customer having intentions to buy. He has to be motivated to buy the product by exposing him to the product and instilling into his mind that the product is needed by him and will satisfy his long-felt need.

Situational factors can be very many in number, but for all purposes, five basic situational factors are considered. These are:

  1. Physical surroundings
  2. Social surroundings
  3. Task definitions
  4. Temporal decisions
  5. Antecedent conditions.

A situation is the prevailing conditions at a certain time. When related to purchases, it can be linked with the situations given above. Store choice influence brand choice.

  • When store loyalty is high-It influences brand choice.
  • When Brand loyalty is Low-Customers first make the store choice.
  • When Brand information is inadequate-Customers should rely on Sales Personnel.

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