Purchase Decision: Analysis of Buying Behavior - Marketing Management

This essay provides an analysis of personal buying behavior in the context of marketing management. It explores the various stages of the purchase decision process, starting from need recognition and information search to alternative evaluation, purchase, and post-purchase evaluation. The analysis considers routine and complex buying scenarios, highlighting the influence of factors such as price, brand, social media, and personal experiences on purchasing decisions. The essay also touches upon cognitive dissonance and warranty options in the post-purchase phase, demonstrating a comprehensive understanding of consumer behavior. Desklib provides access to this and many other solved assignments for students.

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Analysis of my buying behaviour in a purchase decision
Introduction
My purchasing behaviour is either direct or a complex depending on the routine or the frequency
of my requirements. When buying routine products such as food or household goods, I am to
brand switching depending on availability and price of the products. On the other hand, buying
professional products such as computers or electronics takes a series of steps that starts with need
recognition and end with post-purchase analysis (Wilson 2000).
Recognizing the problem
There are a number of reasons that influence my purchase patterns. The first port to call
is realizing that I require a certain product, or in other words recognizing my problem. At the
very basic level, I recognize that I need to eat when hunger strikes. This serves as a stimulation
to eat (Kotler & Keller 2015). At the moderate level, the friends I interact with create a need
when I spot them with trendy gadgets such as mobile phones or tablets. Other times I develop an
instantaneous need for a product such as jewelry when I spot them on the streets. At certain
times, I'm influenced by my family and relatives to buy them certain items as gifts (Badgaiyan &
Verma 2014).
Searching for information
Once the demand has developed, I undertake a series of actions in the purchase process.
In routine cases such as food, I decide the type of food I like to eat and search for information on
the appropriate restaurant. On other items such as professional items like electronics, I search for
alternative brands. I sometimes turn to social media or company websites to search for

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alternatives. I also seek customer reviews on different brands on company websites or on social
media. On basic items like jewelry, I make an impulse purchase depending on the item that
impresses me the most (Helversen et al., 2018).
Evaluating Alternatives
The next step is to evaluate the different alternatives for the product I am interested
especially for electronics. In this step, I check the product features, its advantages over other
products. I also check the brand because of past history and emotional attachment to particular
manufacturers, and most importantly the pricing. I also check the place where the product can be
accessed as well as promotional benefits such as discounts, vouchers or free delivery (Pappas
2016).
Making the purchase
After evaluating the alternatives, I make a purchase decision. This is influenced by
different factors such as the brand name or how fashionable or up-to-date a product is. I also
consider how it is packaged. When purchasing from e-commerce, I consider the mode of
delivery, the waiting time and mode of payment. At this point, I conclude the decision from the
most appropriate vendor who meets my requirements (Wilson 2000).
Evaluating the product after purchasing
To conclude, I utilize the product that I bought. In the case of apparel, I test its suitability
for different occasions and compare to what I would have achieved in the forgone alternatives. In
the case of electronics, I sometimes develop cognitive dissonance when the product I just bought
does not meet my expectations. Other times, I am completely satisfied with the product features

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and may be tempted to buy similar brands to complement my purchase. When dissatisfied, I
check the warranty options with a view to making a return. If I cannot return the product, I make
negative comments on the product review page online or advice others not to buy the product
(Pappas 2016).

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References
Badgaiyan, A. J. and Verma, A. (2014). Intrinsic factors affecting impulsive buying behaviour—
Evidence from India. Journal of Retailing and Consumer Services, 21 (4), pp.537–549.
Helversen, V. B. et al. (2018). Influence of consumer reviews on online purchasing decisions in
older and younger adults. Decision Support Systems, 113 (2018), pp.1–10.
Kotler, P. T., and Keller, K. L. (2015). Framework for Marketing Management. New York:
Pearson Education.
Pappas, N. (2016). Marketing strategies, perceived risks, and consumer trust in online buying
behaviour. Journal of Retailing and Consumer Services, 29, pp.92–103.
Wilson, D. F. (2000). Why divide consumer and organizational buyer behaviour? European
Journal of Marketing, 34 (7), pp.780–796.