Factors Influencing Consumer Behaviour and Purchase Decisions

This assignment examines the various factors that influence consumer behavior, including past experiences, product information, and sensory preferences. It highlights the importance of understanding these factors in shaping consumer purchase decisions. The assignment covers different levels of consumer behavior, from extensive to limited and routine, and discusses how marketing strategies can impact customer purchasing decisions.

Consumer behaviour
and insight

Table of Contents
INTRODUCTION...........................................................................................................................3
Main body........................................................................................................................................3
Consumer decision making: .......................................................................................................3
Model of consumer decision making:.........................................................................................3
Mapping decision making process: ............................................................................................4
Importance of customer decision making:..................................................................................5
Level of consumer decision making ;.........................................................................................6
Factors that influence decision making:.....................................................................................6
Decision making process of business to business.......................................................................7
Decision making process of business to customer......................................................................7
Difference between B2B and B2C decision making process......................................................7
Market research difference between B2B and B2C....................................................................8
Factors that affect decision making process................................................................................9
Approach of learning:.................................................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Consumer behaviour define as the study of an individual, groups, organization and all
activities which is related to purchase. It include the study of consumer behaviour which is
concern with all the aspect of purchasing behaviour from pre-purchase to evaluation and
disposal activities. This is very important for the organization to understand that what influences
the buying decision of customer. Rowlinson Knitwear Knitwear knitwear is the leading supplier
of personalised school garments to UK independent retail market. This company also leading
supplier of personalised corporate wear garments (Arts, Frambach and Bijmolt, 2011). This
report cover consumer decision making process ,its model and level why it is important for
organization its factors which influence decision making process. Difference between b2b and
b2c and evaluate approaches which is followed by an organization. Understanding buyer
behaviour to influence decision making process with both b2b and b2c context. Evaluation the
use of digital audience research development to understand and influence behaviour of the
consumer .
Main body
Consumer decision making:
This is define as the procedure in which customer identify its needs and after that collect
information, evaluate alternative in the market and then take final decision of purchase. This

factors are determine by economical factors and influenced by environmental factors such as
social values,cultural and group (Bruwer, Saliba and Miller, 2011).
Model of consumer decision making:
In this, 4 model is describe of consumer decision making which is explain below:-
1. Economic model : In this customer compare various product and evaluate its
benefits and disadvantages after that take the decision of purchasing product.
Customer aware about all the alternatives and capable for ranking product in term
of advantages and disadvantages. This model consider unrealistic as people are
limited by skill and they are not always rational when making decision regarding
purchase.
2. Passive model: this model define as that customer take decision according to
promotional activity of product and this respond directly on sale. This model
consider as unrealistic because consumer are capable enough for collecting and
evaluating product alternative and then making a purchase.
3. Cognitive model: this model consider as the best model in the organization. In
this customer take the decision on according to their own interest and understand
demand in the market not according to any promotional efforts of marketer.
4. Emotional model: in this customer act according to their emotion while making
purchase decision. In this case consumer think less about the product that this
necessary for them or not. This create positive or negative emotions on related
product(Erevelles, Fukawa and Swayne, 2016)
Mapping decision making process:
consumer decision making process define as. In which customer can select the most
appropriate product and alternatives. It consist various step which is given below:
1. Need or problem recognition: Process of decision making first start with analysing the
need of customer and problem in customer's mind. Before making a product Rowlinson
Knitwear should analysis need of product in the market after analysing need they should
produce product according to them. Rowlinson Knitwear should solve the problem which
is going on in the mind of the customer and satisfy them.

2. Information search: In this customer gather information about the product if they face
any problem regarding the product. Rowlinson Knitwear provide information regarding
its product so if customer face any problem regarding product so through information
they can solve it. Consumer gather data through advertisement , family, peers, TV etc.
3. Evaluation of alternatives: In this once if customer done with information search than
next customer evaluate alternatives of product. This is define as customer have many
option when its comes to making your decision. Customer evaluate various benefits and
advantages after that take decision of purchasing.
4. Selection and trial : In this customer take trial of a product after evaluating alternatives
in market. Customer purchase different product in small quantities or use product for
some time. After trial consumer set its attitude towards the product. It may be negative or
positive(Gangale, Mengolini and Onyeji, 2013)
5. Purchase decision: Customer take positive decision regarding product when they feel
that product and services provide better quality and best solution to its need and problem.
This include choosing brand , a dealer and deciding the amount and time to purchase.
6. Post purchase behaviour: This is define as after purchasing reaction of customer.
Product perform according to the expectation of customer. Not satisfied because its
customer did not meet with its expectation. Product performance is more than expectation
of customer its create positive impact in the mind of customer.
Importance of customer decision making:
consumer decision making is important for knowing its customer. This help in
understanding the behaviour of customer so that rowilson can position their product to specific
group of people. Importance of customer decision making is given below.
 To understand buying behaviour of customer: This help Rowlinson Knitwear to
recognize and forecast the purchase behaviour of the customer while they are purchasing
the product. The consumer behaviour also help in Rowlinson Knitwear to understand post
purchase behaviour of customer(Holmes, Byrne and Rowley, 2013)
 To create and retain customer though online store: This is important for retain the
customer in the organization for so long . Rowlinson Knitwear should satisfied the need
of the customer so that customer retain for long. When the information published online

site it attract new customer. Rownilson should provide its information on website its
create large customer. Updating such information help Rowlinson Knitwear to retain the
customer and try the product.
 To understand the factors inferencing consumer buying behaviour: It is very
important for Rowlinson Knitwear to understand the factor which affect customer before
entering in the market. In this there are many factors in the market which influence
customer such as social, cultural, personal factors . This is very important for Rowlinson
Knitwear to understand this factor with the help of this factor organization understand
behaviour of customer(Lantos, 2015). Rowlinson Knitwear need to pay attention on
cultural norms which influences such as value , norms of societies and lifestyle of
targeted customer.
 To increase knowledge of sales person influence consumer to buy product : In
market all the product and services revolve around the behaviour of customer that how
they respond. Rowlinson Knitwear should apply effective marketing of product by its
sales person which help in deliver right product to right people. Sale person of Rowlinson
Knitwear should be fully aware about customers requirement so they can communicate
benefits of product to the customer. Sales person of Rowlinson Knitwear should have
great command on spoken language this because misconception harm brand reputation. If
customer have more knowledge about the product than sales person then they sales
might be fail to meet their target(Mickand and et. al., 2012)
Level of consumer decision making ;
1. Extensive problem solving: In this customer are highly involved in the product and
critically evaluate the product based on product criteria that full fill customer need
2. Limited problem solving: In this consumer search for product that will satisfied basic
product criteria from a selected group of brands.
3. Routine response behaviour : In this customer has very low involvement in the product
the select the brand which fulfil their basic need.
Factors that influence decision making:
there are several factor which influence decision making which is given below:
 Past experience:Customer past experience with the product can influence its
present and future decision making. This is define as when something positive

outcome from a decision customer more likely to decide the similar way but if
outcome is negative customer tend to avoid this mistake. This influence the
decision of customer :
 Individual differences- Decision-Making done by individuals are widely
recognized as these are affected by decision features and situational factors. Some
factors which influences decision making are age, status and cognitive abilities.
Decision-making differs from individual to individual as there is difference in
perception. Individual differences makes use of various measures such as risk,
motivation, personality measures and many more(Oliver, 2014)
 Cognitive biases- These are systematic pattern of deviations from the rationality
in judgement. Individual creates their own perception for a input. It is a type of
error in thinking which occurs while processing and interpretation of information
around the world. These cognitive biases can impair rational judgement which
will lead to poor decisions. These makes judgements irrational. Also, it is
tendency of people to perceive information based on own experiences and
preferences.
Decision making process of business to business.
Industrial marketing refer to a state in which two or more business house exchange their
product or service between them. In these trade is done by change of semi-finished goods or
finished goods. Factory and whole-seller is a example of industrial or B2B marketing. Company
needs in B2B market that increase their productivity like install of a machine that produce
quality goods so that Rowlinson Knitwear become an product expert in his field. Key focus for a
business is to find out the way of cost cutting in his production line. So that company can
increased his sales revenue. For example operation department will focus on operating activities
while sales department report and work regarding the field(Paul and Rana, 2012)
Rowlinson Knitwear which is a garment company situated in UK have a major business
of B2B transaction like there clients are schools, corporate companies, government etc. They all
have a similar uniform which is direct trade between Business and Business.
Decision making process of business to customer.
Those business house which direct supply their product or service to the customer are
known as B2C marketing. Exchange is done between the money and semi finished goods.

Example buying of clothes from the retail shop. There are five steps of consumer decision
making process, first is to find the problem or to develop the need of the product for the
customer. Second is to for search alternative like which product satisfy the need of customer.
Third is when all alternative is found then to evaluate them. Fourth is to select the product which
can satisfy all our needs and fulfilled all our criteria of needs or wants(Petty and et. al., 2012).
. . At last the product is evaluated by the consumer because it generate the life time perception in
mind of the consumer.
Difference between B2B and B2C decision making process.
In B2C companies gain the attention of consumer by preparing the emotional
advertisement. In these company wishes to leave a psychological impact on the mind of
consumer for a long term period so that higher sales could be achieved. While in B2B company
focus for a equal decision which can help to earn profits for both parties. It is done by supply of
product at a low price.
Access to customer- in B2C company deal with a product approach they sell their product
with more features,offers, discount etc. to the consumer while if look towards B2B
market. Trade is done with creating a better relationship with the clients or buyer
companies.
Types of consumer- In B2C market the customer are individual. It run with a single user.
While in B2B market the user are more in teams, group, members etc. They are multiple
user who prefer the same product with equal quality, colour or company.
Decision Power- while at a platform of single user the decision are taken by customer or
consumer like purchase of cell-phone while when there are multiple user decision is
taken by all of suggestion or the leader.
Quantity- in B2C product is purchased one or two, while in B2B the number of product
purchased is more this is happen because B2C market has single user while B2B market
have more user(Reimann and et. al., 2012)
Market research difference between B2B and B2C.
1) Companies which deal with in business to business market they work on three methods
first when they have enough data and while they do all test and outcomes or result is
match with the company standard.

2) In B2B market research is done on the top level in these the participants are expertise and
professional. In these research are done with low expenses and time because most of the
participants are user friendly with mail, telephone and internet. While in B2C time and
invest of money both are high, consumer are not comfortable with going through surveys.
3) Number of participant in B2B research are very small or less. As respondent are
professional they respond with knowledge of there experience. While in B2C respondent
does not show more interest in filling the survey. There are large number of respondents
so there are always huge difference at the time of result.
4) B2B research are based on business so there are less number of question. Number of
question are also bound with a selective way because research if related with selective
topic. In B2C criteria for research is very large so for go through with all topic companies
also try to cover them all with a single survey. Example- for a survey of garments
company went to society so all age-group, gender, income are cover with in it(Schmitt,
2011)
Factors that affect decision making process.
 Perception- thoughts of consumer which came in his mind when he see a particular
brand or service either consumer mind click by the name of company, logo, symbol etc.
example- for a individual Zara clothes are best and for another one it is just a good brand.
For a product the difference between both prices can create a post value in his mind relate to that
brand. If amount of a product is high consumer perceived that quality of that product is also
favourable. Change in colour, design, font of packing are made a different image of that product.
Whenever a consumer see the advertisement of your product on a newspaper, social media,
online or offline it create a different perception in his mind.
 Self Motivation- factors that create a desire and fill a individual with energy to perform
his duty by which there goal can be achieved in short time. Each consumer behave
differently when he is buying the product because all of them are at different stage of
motivation. Example- Some individual prefer clothes only of brands. So they fulfil the
need of status while other want to buy good clothes so that they can fill their basic needs.
Self motivated people put more efforts to complete their work so that their desire can be
achieved soon.

 Personality- character, behaviour, emotion how a person behave or interact with others
all these are learned by him from his surroundings. Each consumer prefer different choice
based on his character like an introvert choose clothes that are in trend so that he can
develop his personality and keep regular touch with society. Example- Levi's represent
his clothes as a youth icon. While buying a product customer also show his personality
like his interest, opinion, thought etc. so if a company find the personality of his target
market they can easily increase their sales(Schütte and Ciarlante, 2016)
 Behavioural learning- in this approach the learner learned the things from his
environment if a thing is in a repetitive nature he can learn it and respond similarly
always on it. For easy understand let go through with classical conditioning which was
discovered in 1927. it say that when Pavlov bell the ring his dog came and Pavlov feed
him after continue repeat of this process for several days it was stop by him but his dog
salivate repetitive when he heard the bell.
 Cognitive approach of learning- it depend on the presence of mind of both tutor as well
as learner when they interact with each other with sufficient knowledge and with
presence of mind they can understand the depth of information and concept. This
approach actually work on psychological and behavioural approach they focus on human
activity, value, welfare etc. Example- examination held in university to find out what a
student remember of his attend classes(Solomon and et. al., 2012)
 Approach of learning:.
Factors that can influence consumer behaviour:
 Reference group- group of customer in which he can interact it affect differently on
each base. Like aspiration group- it is the group of people by which an individual is
inspired by others. Dissociative group- those people whose opinion are directly rejected
by the consumer. Example- when a customer buy any accessory for himself he reject the
opinion of old age group.
Membership group- friends and family decision are also different from customer perspective.\
 Culture- it refer to those people by which we are surrounded. In these moral, value,
belief etc. are included these are not change from many years. People belief that if they
can go against it than society will not accept them. It can be of two types mental and

material and other is sub-culture. Example- a east london family shifted to west london
then they find some change in climate, food, culture, work style etc.
Evaluation the use of digital audience to understand and influence consumer behaviour
 Setting standard: in this if one brand offer fantastic services than the benchmark is set
for other to meet those standard. Through website customer get offers this should be
apply by the Rowlinson Knitwear.
 Customer tolerance: digital side help customer to complain about bad services. When
customer facing any problem then they can complain easily through digitalization.
 Promotion: with the help of digital Rowlinson Knitwear can promote its product on site
which create aware in the mind of the customer
 Information: Customer get information easily with the help online site. This helpful foe
employee to get information about the product (Xiang, Magnini, and Fesenmaier,
2015). .... .. .
CONCLUSION
from the above mention discussion this has been concluded that consumer behaviour is the study
of individual and group which is related to purchase. This report include model of consumer
behaviour in which customer take decision according to their observation ,interest and by
promotional activities of organization. Process of consumer behaviour in which customer
recognize problem and need, gathered information regrading product than purchase the
product . This is very important for organization to understand the behaviour need of customer
and for retaining customer. This cover 3 level of consumer behaviour which is extensive ,limited
and routine. Many factors which influence the buying behaviour of customer, past experience
influence the present and future demand of a product .

REFERENCES
Books and Journals
Arts, J. W., Frambach, R. T. and Bijmolt, T. H., 2011. Generalizations on consumer innovation
adoption: A meta-analysis on drivers of intention and behavior. International Journal of
Research in Marketing. 28(2).pp.134-144.
Bruwer, J., Saliba, A. and Miller, B., 2011. Consumer behaviour and sensory preference
differences: implications for wine product marketing. Journal of Consumer Marketing.
28(1), pp.5-18.
Erevelles, S., Fukawa, N. and Swayne, L., 2016. Big Data consumer analytics and the
transformation of marketing. Journal of Business Research. 69(2), pp.897-904.
Gangale, F., Mengolini, A. and Onyeji, I., 2013. Consumer engagement: An insight from smart
grid projects in Europe. Energy Policy, 60, pp.621-628.
Holmes, A., Byrne, A. and Rowley, J., 2013. Mobile shopping behaviour: insights into attitudes,
shopping process involvement and location. International Journal of Retail &
Distribution Management. 42(1), pp.25-39.
Lantos, G. P., 2015. Consumer behavior in action: Real-life applications for marketing managers.
Routledge.
Mickand and et. al., 2012. Transformative consumer research for personal collective well-being.
Routledge.
Oliver, R. L., 2014. Satisfaction: A behavioral perspective on the consumer: A behavioral
perspective on the consumer. Routledge.
Paul, J. and Rana, J., 2012. Consumer behavior and purchase intention for organic food. Journal
of consumer Marketing. 29(6), pp.412-422.
Petty and et. al., 2012. Attitudes: Insights from the new implicit measures. Psychology Press.
Reimann, M. and et. al., 2012. How we relate to brands: Psychological and neurophysiological
insights into consumer–brand relationships. Journal of Consumer Psychology. 22(1),
pp.128-142.
Schmitt, B., 2011. Experience marketing: concepts, frameworks and consumer insights.
Foundations and Trends® in Marketing. 5(2), pp.55-112.
Schütte, H. and Ciarlante, D., 2016. Consumer behaviour in Asia. Springer.
Solomon and et. al., 2012. Consumer behaviour. Pearson Higher Education AU.
Xiang, Z., Magnini, V. P. and Fesenmaier, D. R., 2015. Information technology and consumer
behavior in travel and tourism: Insights from travel planning using the internet. Journal
of Retailing and Consumer Services. 22, pp.244-249.