Understanding Consumer Behaviour: Models, Factors and Views

This presentation provides an overview of consumer behaviour, including the different models of decision-making, factors that influence purchasing behaviour, and various views of consumer behaviour. It also discusses the value of mapping a path to purchase and the importance of marketing mix in influencing consumer behaviour.

CONSUMER BEHAVIOUR
PRESENTED BY
(Name of the Student)

Concept Of Consumer Behaviour
Consumer buying behaviour is a part of observational activity, which is
conducted to study the approaches of customers that they perceive before
purchasing a particular product or services from an organization
The consumers’ purchasing behaviour is highly dependent on product design,
price, promotional methods, packaging, and positioning system arranged
by the organization

Model of consumer decision
making
• Problem recognition:
• In this very specific stage, the customers
feel for the need of a particular product,
which they tend to purchase immediately.
• Information search:
• After selecting the brand and services,
customers intend search necessary
information regarding brand quality and
their method of services
• Alternative evaluation:
• If the information collected from different
resources comes as a positive the
customers, buying behaviour is also
portrayed as a positive response.

Model of consumer decision
making
• Purchase decision:
• Purchasing decision is highly dependent on
two previous stages mentioned above. If the
information collected from different media
tools seem to be positive the customers’
intend to show their positive purchasing
decision
• Post-purchase behaviour:
• Post purchasing behaviour is the phase when
customers share their point of view regarding
their overall impression about the product or
services. Post purchasing behaviour may be
positive or negative which completely
depends on the customers’ perception about
the brands.

Value of mapping a path to
purchase

Value of mapping a path to
purchase
• Being is the very first phase where the customers can see on
how interested they are in purchasing a specific product
(Rezaei 2015).
• Starting is the beginning of journey where customers self-
evaluate whether the purpose of purchasing is pre-planned
or impulsive.
• Exploring is the phase where the customers get
opportunity to explore the brand through numerous
platforms and gain enough information about it. In this
stage, the purchasing behaviour of the customers is highly
influenced (Solomon et al. 2017).
• Buying is the phase where customers decide to purchase
the brand and then enjoy its essence. This very specific path
is highly influential which directs the customers in
purchasing the brand as well as its services.

Different levels of consumer
decision-making
• Extensive problem solving is the very
preliminary stage where the consumers
have superficial conception about the
brand or its services (Wolny and
Charoensuksai 2014).
• Limited problem solving is the phase
where the customers are well aware
about the brand and its services but they
are confused in deciding whether they
should go for purchasing the brand or
not.
• Routine problem solving is the phase
where the customers are aware of the
brands with in-depth information and
they have showed a positive response
towards their purchasing behaviour
(Rani 2014).

Four views of consumer
decision-making
• Economic view is a type of customers’ decision who decides in purchasing
a brand as per the brands’ price range, value cost, profitability in terms of
cost and quality (Shende 2014).
• In the phase of cognitive view, consumers in general are pictured as either
receptive to or actively reluctant in purchasing the product (Rezaei 2015).
• Emotional view is another phase where the customers tend to purchase the
product as per product design and outlet even though they have less
purchasing power.
• Passive view of the customers comes from complete rationalism where the
customers judge product and service quality before purchasing a brand.

Factors influencing decision-
making
New technological implementation
In today’s technological intervention, customers are no more
interested in observing traditional media platforms for getting
in-depth overview about the brands as well as services

Marketing mix
• Product should be superior quality,
which can easily impress
customers’ attention.
• Price should be affordable for the
target customers for influence their
purchasing behaviour.
• The place of the brand should have
both online and offline flexibility
so that people from different age
group and psychological
backgrounds can avail products.
• In today’s business scenario, online
media promotion is the best way
to draw the attention of customers.

References
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evaluation and selection: a literature review. Journal of Cleaner Production, 98, pp.66-83.
• Karimi, S., Papamichail, K.N. and Holland, C.P., 2015. The effect of prior knowledge and decision-making style on the online purchase
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• Rezaei, S., 2015. Segmenting consumer decision-making styles (CDMS) toward marketing practice: A partial least squares (PLS) path
modeling approach. Journal of Retailing and Consumer Services, 22, pp.1-15.
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