Consumer Purchasing Behavior Approaches

The report explores the various concepts, models, and approaches of consumer decision making and how they make the final choice on which brand is suitable. It discusses the impact of psychological and social-cultural factors on consumer behavior and analyzes the three events of online shopping, e-banking services, and purchasing goods from a physical shop. The future consumption pattern is also examined in relation to technology, urbanization, culture, and globalization.

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CONSUMER PURCHASING BEHAVIOR APPROACHES
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Introduction
Decision making refers to a cognitive process of choosing a particular course of
action from a variety of alternatives offered by different sellers. The report will explore the
various concepts, models, and approaches of consumer decision making and how they make
the final choice on which brand is suitable. In most cases, consumption decision is as a result
of influence from brand owners or fellow consumers. The analysis of consumer before is
crucial for an enterprise in regards to choices of the market, segmentation, position of their
product, implementation of advertising strategies and development of new product.
Consumer decision making begins when a buyer recognizes a need, want or a
problem. Once the need is identified, researches the brand using various sources such as
information from friends, advertisements, recommendations from family and online sources.
This helps in the allocation of information about the product and the different brands.

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Depending on the news the consumer will be aware of durability, effects, benefits, and
disadvantages of the product. Subsequently, the evaluation process will be done from the
information gathered before deciding to purchase a product.
Consumer behavior is the study of customers purchase, use of product and services
and experience through evaluation of the level of satisfaction. When purchasing
commodities, two significant factors affect the decision-making process. Social-cultural and
psychological factors have a high impact on a consumers decision and overall satisfaction.
However, the approaches used in measurement and determination consumer decisions are the
behavior theory, cognitive approach, and social cognitive approach. Successful enterprises
understand that needs are an active target. Organizations need to keep innovating to keep up
with the change of customer needs and the market.
Explanation of Three Events
Consumer refers to any legal individual that can purchase the commodity from a
seller (Durden, 2018). Psychological factors such as person perception, attitude, motivation,
and beliefs play a significant role in influencing purchasing behavior (Durmaz, 2014). Social,
cultural factors include the influence of other people words, perception and attitudes towards
a product that will impact personal decision making. A society’s cultural beliefs, norms, and
traditions can change how consumer purchases good. Besides, individual elements such as;
education and lifestyle may affect. Educated people tend to be influenced by current trends. A
good example is a college student; they tend to buy clothes and goods that are in fashion.
This is due to impact from friends or family member that purchase concerning trend.
Online shopping- is the act of purchasers being able to buy goods or services by the
use of the internet (Kochar & Kaur, 2018).In the business world, e‐marketing has emerged as
the most efficient and cost-effective way of purchasing goods. The consumer is known to rely

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on the seller to avail goods by delivering them to their doorstep (Kaur & Kochar, 2018).
Sellers need to be aware of how to attract and win consumer loyalty in the competitive
Internet marketplace. Moreover, it is essential for a business to enhance visual experience and
web experience for online consumers, which can be achieved by maximizing the exposure of
internet shopping.
Purchasing goods from online stores can promote excellent experience and can at
times be stressful. Depending on how fast delivery is it might motivate you to continuously
buy products or might make one purchase from a physical shop. There is no difference in
purchasing goods from an online retail store and a physical shop. The online store offers a
detail description of an item which makes it easier to buy a product that suits your need —
most of the time I purchase my shoes from an Instagram account. What the seller does is
posting items on the Instagram platform with a detail description of the product.
Positive reinforcement- what attracted my attention to shop online was;

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 They have a 24-hour availability services. Subsequently, they offered to give
me a thirty percent discount for my next purchase.
 There is no need for traveling to the physical shop.
Negative reinforcement-
 They do not accept payment on delivery terms to avoid scammers or buyers
that cancel orders for no reason.
 They do not accept returns, which is a really bad policy most especially if the
shoe is not the right size.
E-banking Services- the use of e-banking services in the purchase of a commodity is
effective. The thing about the electronic transaction, one can access information about
personal finance information from any time. Service is 24 hours based, and one can purchase
goods directly from his or her account. I prefer electronic transaction since it is more secure
than physically caring money. Moreover, one can withdraw money from his bank account at
any time and pay bills. I recently started purchasing goods with my visa card from an online
store and Walmart.

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Positive reinforcement- The crucial fact about using e-banking is,
 Withdrawal charges are less which encourages consumers like me to use the
services frequently.
 Electronic banking is also efficient when purchasing products both online and
physically.
Negative reinforcement- the problem with e-banking is;
 One cannot access services if he or she is not directly connected to the
internet.
 It is also not secure because hackers might decide to hack anytime
Purchasing goods from a physical shop- This is often a very interesting event. Most
physical retailing shops offer discounts and have offers on different products. The positivity
in buying from a physical retail shop is that the sellers provide a variety of commodities with
a diverse price range.
The positive reinforcement of shopping at Walmart-

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 It has several goods from different suppliers. Subsequently, the prices range
depending on the product quality and packaging which makes it easier to
choose the one that suits my needs. The ambiance and quality services of
supermarket attract customers always.
 Moreover, the visual merchandising technique of the supermarket is excellent,
such that, being able to overspend even when I don’t need the products.
Negative Reinforcement- However, the problem with shopping physically is;
 You have to wait for another consumer to be served before you are served.
Retail shops believe in first come first served.
 The supermarkets don’t offer door to door service one has to go to the physical
shop to acquire goods.
Impact Future Consumption Pattern
Marketing practitioners rely on research to acquire consumer purchasing behavior. It
is the only way they can understand the purchasing pattern of a product, the position of the
product in the market. There are dominant approaches of consumer behavior; behaviorist
theory, cognitive approach, and social-cognitive theory. The methods help to study the future
consumption pattern of a customer. These theories emphasize how technology, urbanization,
culture, and globalization will affect future purchasing behavior.
The behaviorist approach is concerned with observing human activities, where
marketers collect information that is necessary for adding value to the product. The path
studies how consumers interact with goods and what satisfies them when they purchase the
product. Secondly, cognitive-behavior approach views customers as assets that provide
information or feedback on a product. The theory emphasizes that decision making of the
consumer does not end after purchase (Hall, 2016). Lastly, the social-cognitive theory

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explores the effect of culture and lifestyle on consumer buying behavior. Some culture may
not be willing to purchase a particular product since it may not adhere to their cultural beliefs.
Producers should, therefore, study the market and implement psychological factors that will
influence the purchase of goods (Cherry, 2019).
Urbanization is a significant factor that will determine how people will consume
goods. A large number of people are relocating to urban sectors in search of good lifestyle
and quality product. Subsequently, globalization has affected how consumer buys goods.
Most people will prefer buying goods from abroad due to cost-effectiveness. More so, the
availability of superior technological product from all over the world has dramatically
affected how consumers purchase goods locally.
Digitalization is another factor that has dramatically affected the consumption rate.
The consumer is currently looking for quick delivery service, availability of product
information from the internet and easy purchase of goods online. Soon physical shop will be
overthrown since people rely on the online store and rarely go out to shop. Businesses have
established online apps that can market their products with detail description of goods and
services.
Conclusion
Conclusively, a consumer may purchase a product to evaluate its performance.
Whenever a consumer is not satisfied after consuming a product, he or she is unlikely to buy
the product ever. Some of the things that might influence a buyer to buy a product
continuously include; packaging of the product, after sales service, sustainability of the
product, and need satisfaction.
The government should also make an effort to avail new technology. A good example
is china, the country is rapidly growing due to its superior technology. Moreover, how a

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product is advertised, may influence a consumer perception since marketing is supposed to
effectively communicate product details to consumers (Haider and Shakib, 2017). Moreover,
businesses should keep up with the growing needs and use advanced technology to innovate
their products. Companies should make an effort of providing useful visual experience and
quality web design (Reehuckin, 2017). For physical store such as supermarkets, they should
arrange commodities in a way they attract customers to buy.
References
Cherry, K. (2019). The Psychology Behind Consumer Behavior. [online] Verywell Mind.
Available at: https://www.verywellmind.com/what-is-consumer-psychology-2794899.
Durden, O. (2018). Psychological Factors That Influence Consumer Buying Behavior. [online]
Smallbusiness.chron.com. Available at: https://smallbusiness.chron.com/psychological-
factors-influence-consumer-buying-behavior-80618.html.
Durmaz, Y. (2014). The Impact of Psychological Factors on Consumer Buying Behavior and an
Empirical Application in Turkey. Asian Social Science, 10(6).
Haider, T. and Shakib, S. (2017). A Study On The Influences of Advertisement On Consumer
Buying Behavior. [online] Abacademies.org. Available at:
https://www.abacademies.org/articles/a-study-on-the-influences-of-advertisement-on-
consumer-buying-behavior-7177.html.
Hall, S. (2016). A Cognitive approach to consumer behaviour. [online] Consumer Behaviour.
Available at: https://shall1979.wordpress.com/2016/04/28/consumer-psychology-a-
cognative-approach/.

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Kochar, R. and Kaur, H. (2018). A Review of Factors Affecting Consumer Behavior towards
Online Shopping. International Journal of Engineering and Management Research,
8(4).
Kaur, H. and Kochar, R. (2018). A Review of Factors Affecting Consumer Behavior towards Online
Shopping. [online] Semanticscholar.org. Available at:
https://www.semanticscholar.org/paper/A-Review-of-Factors-Affecting-Consumer-Behavior-
Kaur-Kochar/1da818c902f93c8304b09afc8c5900fbe1ab64e3.
Reehuckin (2017). Cognitive Theory – The Decision Making Process. [online] Consumer
Behaviour and the psychology of the decisions we make. Available at:
https://reaabbotthuckin476bmt.wordpress.com/2017/05/07/cognitive-theory-the-
decision-making-process/.