Consumer Behaviour Research Paper 2022

Running head: CONSUMER BEHAVIOUR
CONSUMER BEHAVIOUR
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CONSUMER BEHAVIOUR1
The aim of this paper is to discuss the consumer behaviour process associated with the
products or services. This essay will be detailing the consumer behaviour theories,
psychological and social factors influencing consumer behaviour and the factors influencing
consumer behaviour on the decision-making process.
The Consumer behaviour in relation to products or services are important for
marketing. Customer behaviour is a study how individual customer’s organisation and
Groups can select and buy or dispose ideas any goods and services for satisfying their needs
(Szmigin and Piacentini 2018). This also refers to the actions of the customers in Marketplace
and their underlying motives for those actions.
For understanding the customer Behaviour for purchase there are four most important
theories can be applied which include motivation need theory, Hawkins Stern Impulse
buying, EKB model and theory or reasoned action. The motivation need theory lays focuses
on the need of the customers which motivate them for buying one particular item. This can be
basic needs for artificial need for the customers. Hawkins Stern Impulse buying theory
focuses on the customer behaviour on the rational actions (Akbar and Azeemi 2017). The
sudden by impulses can feat alongside the national Purchase Decision that create complete
picture of an average customer. The impulse purchases are mainly driven by the external
stimuli therefore have no connection with traditional decision making (Teng and Wang
2015). The EKB model stands for Engel, Killer and Blackwell model which includes the five
step process used by consumers for making purchase (Wheeler and Omair 2016). Finally the
theory of reasoned action specify critical decision making process where the consumer’s
action are equally specific for the result expected. The theory of reasoned action perfectly
captures why consumers decide for purchasing particular goods (Walsh et al. 2016).

CONSUMER BEHAVIOUR2
The buying process is the series of steps which a consumer can take for making a
purchasing decision. The standard model of consumer purchase decision making related to
the recognition of the wants and needs, evaluation of choices, information search, purchase
and post purchase evaluation in the buying process there are five stages include. First step is
the recognition of the needs and wants. The need for essential product for the characteristics
of the product attract the buyers and they are influenced by the advertising or observing
others to enjoy this. The step to be the searching of information. The customers when feel the
need of a particular product try to engage in research about that product and how they have
met the needs of the others (Javornik 2016). The third step is the evolution of the choices.
After performing the research the customers evaluate and compare every product against one
another. Starting from the price range to the utility the customers evaluate every product
against one another so that there process of investing in one product does not get wasted. The
fourth step is the purchase. At this point the customer will purchase the product which will be
influenced by the manner in which one can purchase and receive the product (Van Loon et al.
2015). The final process of buying is post purchase evaluation. After the customer has made
the Purchase and have some time with the product they evaluate their decision of purchasing.
This evaluation can be conscious and unconscious but play an important role for developing
brand loyalty towards the product as well as the company which has produced that particular
product (Wikström, Williams and Venkatesh 2016).
The psychological influences on the consumer behaviour relates to the factors
which talk about the psychology of the individuals driving the actions for seeking the
satisfaction in the buying behaviours of the customers. The factors include perception,
motivation, learning and attitude and beliefs. Motivation relates to the need theory of Maslow
that comprises basic needs, social and many other psychological needs (Nguyen, Leeuw and
Dullaert 2018). These motives direct the consumer behaviour to seek satisfaction. Perception