Consumer Behaviour | Marketing Management

MARKETING
MANAGEMENT

CONTENTS
INTRODUCTION...........................................................................................................................1
FINDING AND ANALYSIS..........................................................................................................1
Purchase behavior........................................................................................................................1
Five stage model of purchasing decision.....................................................................................5
RECOMMENDATIONS.................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
APPENDIX....................................................................................................................................11

INTRODUCTION
Behavior of consumers with respect to purchasing a product is influenced by wide range
of factors or elements. Consumer behavior refers to the study of the methods through which
groups, individuals and organizations select, purchase, utilize and dispose of products, ideas,
experiences and services for satisfying their wants and needs (De Mooij, 2019).). The buyer
decision procedures refers to the processes of making decisions undertaken by consumers
regarding potential market transaction before, during & after buying any product or service.
These buying decisions are influenced by many stages which will be discussed in this report. The
five stage model of buying decision process will be applied on Samsung S10 mobile phone. The
analysis will include secondary data and information in order to evaluate the significant
components of the discussion in the report. In addition, a specific recommendation will also be
included in the study to understand and improve decision making process and provide better
customer experience.
FINDING AND ANALYSIS
Consumer behavior is the study of how people are making decisions about spending their
important and valuable resources such as effort, money and time on any product or service for
consumption (Shin & et.al., 2018). The methodology utilised to examine consumer behavior is
known as consumer research. Consumer research takes place at each and every stage of the
consumption procedure such as before purchasing, during making and after purchasing. The
study of consumer behaviour or consumer research is created as an extension of the marketing
field that helps in enabling marketers in predicting consumer’s attitude or behavior within the
market place & also understanding the reasons why consumers made particular decisions for
purchasing products to services. Since there are different individuals in the market with distinct
interests backgrounds, needs and wants, it is very important for the organisations or marketers to
segment the market and design or develop products which may satisfy the needs and wants of
each and every type of customer in the marketplace.
Purchase behavior
The examination not purchase behavior assist in identifying answers to three main
questions, 1. Identify the reason behind a purchase made by consumer, 2.Factors affecting the
purchase, 3.The changing factors within the society or market place. There are wide range of
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studies conducted on the basis of two significant models developed by Hawkins, Best, and
Coney and Engel, Kollat and Black well (Wang, 2018). The first model is an extension to the
second model by Engel, Kollat and Black well model, by enhancing the scope of the initial
approach of including internal and external factors influencing purchasing decisions of
customers. The model of consumer behavior developed by Hawkins, Best and Coney states that
the needs not consumers are affected by external factors such as culture, demographic factors,
social status, subcultures, reference groups, family, and marketing activities. Internal factors
including learning, perception, memory, attitudes, emotions, personality, and motives also
influence needs and desires of consumers. These external and internal influences combine for
developing life style and self concept of consumers, which in turn driving their desires and
needs. These influencing factors lead consumers into a five stage process of decision making,
which begins with needs and problem recognition. Once, consumers recognize their needs, they
start searching for information and alternatives. Later, they are evaluating alternatives available
and take a decision to purchase (Kozak & Kozak, 2018). The process of decision making ends at
post purchase evaluation. The five stage decision procedure was developed on the basis of the
assumption that consumers are making decision of buying products or services in a rational
manner & are assessing alternatives before making a purchase decision. For example, in my case
I recognized that my smart phone that I was using was very old which was creating a lot of
problems for me. The older smart phone was not compatible for using many applications and
high resolution games. I also need to make video calls with my family as I live far away from
them; my older phone fails to provide good quality during video calls that was very
disappointing and problematic for me. Therefore, I recognized that there is a need to buy a new
phone with all new features and technology (Noguchi & Stewart, 2018). There are many factors
the influence the smartphone purchasing decision, these factors are as discussed below -
Brand - Brand is not only a symbol or name, the brand develops an impression in the minds of
customers about the quality of product or service it offers to them. If the branded products satisfy
the customers, they would make word of mouth promotion or recommend the products to others.
It can be effective in influencing other consumers to buy products or services form that particular
brand. It has been observed that brand have much positive impact on female customers as
compared to male customers (Nikhashemi & Valaei, 2018). There are evidences that brands are
creating a higher influence on individuals who have limited capabilities of purchase. Individuals
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