BUS106 - Consumer Behavior: Analysis of Purchase Decisions Factors

This essay provides an analysis of consumer behavior and purchase decision-making, focusing on factors influencing the purchase of green grams. It examines the roles of taste, quality, product availability, and customer preferences in driving consumer choices. The essay differentiates between internal and external information searches, highlighting their impact on decision-making. It also discusses product and brand alternatives, purchase methods such as purchase cards and purchase orders, and potential post-purchase behaviors including non-use, complaints, cognitive dissonance, and product disposal. The analysis includes considerations for awareness products, unawareness products, inept sets, evoked sets, and inert sets, using examples of cereals and seafood. The green gram company can reduce cognitive dissonance by providing positive post-decision information to consumers and ensuring the product quality matches customer needs. This study is based on consumer behavior and purchase decision concepts from BUS106.

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ss
I managed to come up with the informed decision guided
by these sources after conducting both external
information search and internal information search which
guided me in making decisions on the type of product to
purchase.
Products and brand alternatives includes
food stuffs such as; cereals, dairy product,
poultry, vegetables and sea food.
Internal information search: this involves
personal thinking about a product. The
consumer can judge whether the product
is best or not from her own thinking and
information she has about that product
For instance in this scenario, I preferred to
buy green grams because from my own
thoughts, they are easy to cook.
Products
selected are
cereals and sea
food products.
Unawareness
products are the
ones the
consumer is not
well informed
about; in this
case its sea food.
Green
gram is
my
selected
evoked
set of
product.
which is
my
desirable
type of
food
stuffs.
Purchase of products is determined by taste, quality,
product availability and customer preferences and type of
need. For instance, in this scenario, the purchase of green
grams was determined by the following needs and wants;
Taste and preference; most customers prefer green grams
to other cereals products because of its high nutrition
value and its better taste compared to other cereal
products like wheat and sorghum.
Scarcity: product availability in the market also attracts
customers to that particular product, green grams rarely
run out of market compared to other cereal products.
Therefore it’s the most preferred so as to avoid scarcity of
cereal products in future.
Purchase methods currently used includes;
Purchase cards, this is an electronic card that consumers pay for every
month before using it; it is a post pay method of payment based card.
Basically, the card cannot be used if the consumer has not paid for it
Butcher (2015)
Purchase order. Consumers who engage in frequent deliveries and large
purchases use this purchase method. A requisition form is commonly
used to act as an agreement between the supplier and the consumer so
as to avoid any future disputes that might arise.
Various potential post purchase behavior includes; non use,
complain behavior, post purchase dissonance and product
disposal.
The cognitive dissonance can be reduced by the green gram
company through the provision of positive post decision
information to consumers and ensure it matches the
products quality to its customer needs. Vincent et al ( 2017)
External information search: sources of
external information includes; information
from friends with good experience of using
the product, other customers feedback
and positive feedback from social network
and websites.
Awareness products are the
ones consumers have
knowledge about them. In
this scenario cereal product is
the selected one.
Inept set
in this
case is
sorghum
that I
have bad
impressio
n with.
Inert set
is wheat;
it acts as
the best
substitute
for green
grams. in
case of
lack of
wheat in
the
market.

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References
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Butcher, L. (2015). A Hard Look at the Current Payment Reform Options. Oncology Times, 37(12),
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Vincent, O., Makinde, A. and Akinwale, A. (2017). A cognitive buying decision-making process in
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