The following chapters focus on the social, personal and psychological characteristics of consumer behavior. Pdf influence of digital marketing on consumer purchase. On the basis of available secondary data, the researcher concluded the effective factors of consumer buying behavior in conjunction with their purchase. Moreover, when the brand image is consistent with the consumers. Purchase intentions are one of the main concepts studied in the marketing literature.
You can tailor your goods and services, as well as the buying experience, to better address customer needs. What are the different models of consumer behavior. For full access to this pdf, sign in to an existing account, or purchase an annual subscription. Factors affecting consumers buying decision in the selection. The age of the buyers is a major deciding factor for generally 74% of the respondents were below 25 years fig. Marketers should study consumer purchase patterns and figure out buyer trends. Pdf impact of digital market on consumer buying behaviour. Consumer buying behaviour is the study of actions of consumer toward planning, purchasing and consuming goods and services. Pdf the impact of branding on consumer buying behavior. Marketers task is to study consumer behaviour in order to achieve a thorough understanding of all five stages unfolding in this process, not only of the purchase decision as such. But if the price you set is significantly higher than expected, the response can be disappointing. Factors affecting green purchase behaviour and future research directions.
Factors that influence consumer purchasing decisions of. Life insurance consumer purchase behavior deloitte. Buying behavior is the decision processes and acts of people involved in buying and using products. The study of consumers buying behavior and consumer satisfaction in beverages industry in tainan, taiwan. Consumer behavior is the study of the processes involved when individual or groups select, purchase, use, or dispose of the product, service, ideas or experiences to satisfy needs and desires michael r. If consumers believe that the price youre charging is lower than competitors it could cause a major spike in sales. Introduction consumers shopping habits have changed over the past decade. Personal factors affecting consumer purchase decision towards men skin care products a study in ho chi minh city, vietnam mai ngoc. The impact of brand on a consumer purchase decision by douglas karr on martech zone. A purchase decision is the result of each and every one of these factors. The buying decision process and types of buying decision. Consumers environmental concern and products functional attributes emerged as the two major determinants of consumer green purchase behavior. The interest of marketing scholars on purchase intentions comes from its relation to buying behavior. Many factors, specificities and characteristics influence the individual in what he is and the consumer in his decision making process, shopping habits, purchasing behavior, the brands he buys or the retailers he goes.
This study proposed and tested a model of consumer online buying behavior. Dissonance and its impact on consumer buying behaviour the human mind and make the buyer rethink about the decision made, notes kassarjian and cohen 1965. Consumer behaviour and marketing action learning objectives after studying this chapter, you will be able to understand. Consumer behavior is often influenced by different factors. The purpose of this research was to study how different factors of consumer behavior effect on decisionmaking during coffee brand selection. Consumer buying behaviour process includes buyer recognition, information search, evaluation of alternatives, purchase decision and post. Consumer behavior indicates how consumer decisions are made, how the goods or services are used. Other factors that affected the purchase behaviour of respondents were.
Companies spend billions of dollars annually studying what makes consumers tick. Factors influencing consumer behavior of smartphone users. Pdf consumer buying behaviour refers to the buying behaviour of the ultimate consumer. Factors affecting green purchase behaviour and future. This study attempts to investigate purchase intentions of consumers towards selected luxury fashion products. A study on factors influencing consumer buying behavior in. In the evaluation stage, the consumer ranks brands and forms purchase intentions. An evidence of footwear industry of punjab, pakistan. Focus of this paper is to analyze the consumer buying behaviour of the selected durable goods in nagaland, to examine the factors inducing the buying behaviour of the consumers, and to suggest appropriate measures to the marketers for designing a right marketing mix to match the tastes and preferences of consumers in the state. As the consumer is more aware of the brand and he has all the knowledge about. Models of consumer behavior as the buying process is very important in marketing, it would be ideal to have a complete idea on buyer behavior model.
Consumer buyer behaviour definition research methodology. Consumer buying behavior refers to the buying behavior of the ultimate consumer. A study on purchase intentions of consumers towards. Consumer behaviour is the study of how people buy, what they buy, when they buy and why they buy. Consumer behavior includes a series of mental and physical processes that continues through before and after purchase. The effect of price on consumer buying behavior bizfluent.
Based on ss or model stimulus organism re sponse model, this paper studies the influence on consumer purchase behavior according to on. It is worth noting that the buying process starts long before the actual purchase and it has consequences long afterward. The power of digital marketing allows geophysical barriers to disappear making all consumers and. Extant research on related topics is vague on measures applied, contextual and outcome constructs. Introduction kotler and keller 2011 state that consumer buying behaviour is the study of the ways of buying and disposing of goods, services, ideas or. Consumer behavior considers the many reasons whypersonal, situational, psychological, and socialpeople shop for products, buy and use them, and then dispose of them. Consumer behavior is a controversy subject and challenging that includes individuals and what they buy, why and how to purchase them, marketing and marketing mix of market. It is broadly the study of individuals, or organisations and the processes consumers use to search, select, use and dispose of products, services, experience, or ideas to satisfy needs and its impact on the consumer and society. The model posits that consumer online buying behavior is affected by demographics, channel knowledge, perceived channel. Studying consumer behavior includes the study of what, how, and why people are buying khajeh nasiri, 87. Consumer buying behaviour refers to the buying behaviour of the ultimate consumer. A model is an attempt to diagram the elements and relationship among the.
Consumer behavior is the study of how individuals or groups buy, use and dispose of goods, services, ideas or experience to satisfy their needs or wants. Postpurchase evaluation, consumer behavior, consumer attitude. The buying behavior of consumer passes through five stages beginning from recognition of problem, followed by searching information, evaluating the alternatives, purchase of goods and ending with. The research method is a descriptive correlational. She is a key member of a team exploring how technology can be. A meta analysis somjit barat pennsylvania state university mont alto lilly ye frostburg state university the authors conduct a metaanalysis of studies on coupons and their effects on buyer behavior. The impact of social factors affecting consumer behaviour. The economic, learning, psychoanalytical and sociological consumer behavior models can provide insight into your customers buying patterns to learn why they purchase the things they do. The result of the evaluation process in this phase, all stages previously mentioned become concrete elements. Consumer has a motive for purchasing a particular product. Factors affecting consumers buying decision in the. This is a great position for the company that owns. Actual purchasing is only one stage of the process.
Consumer behavior is a part of human behavior and by studying previous buying behavior, marketers can estimate how consumers might behave in the future when making purchasing decisions. Digital marketing industry in india is spread to almost all the business sectors. Digital marketing is a marketing method to promote products in online. The impact of digital technology on consumer purchase behavior 4 1. Differences in consumer purchase behavior by credit card payment system elizabeth c. In either case a change in price could produce unexpected results when it comes to consumer buying behavior. The study of consumers buying behavior and consumer. This has resulted in an undeniable and nonreversible shift in the retail landscape. The consumer buying decision process is influenced by many internal and external factors.
Saravanan, a consumer buying behavior while purchasing laptops in tirupattur town international journal of research. Pdf factors affecting consumer buying behavior researchgate. Consumer behaviour jane priest is a teaching fellow at edinburgh business school and teaches parts of the oncampus marketing course, as well as the consumer behaviour elective by distance learning. With the proliferation of brands in the market, consumers make their purchase decisions largely depending on the brand image rather than the product itself. The paper informs about the main predictors of consumers green purchase behavior. Acton 2005 stated that the consumer purchase behavior is defined as consumer buying behavior which is consumed in order to meet the needs of consumers 8. In the early stages, consumer behavior was taken as buyer behavior that reflects the interaction between consumers and produces at the time of purchase but now marketers recognize consumer. Personal factors affecting consumer purchase decision. Differences in consumer purchase behavior by credit card. Causes of consumer involvement the factors that influences consumer involvement. In this paper the researcher tries to study different factors affecting consumer behavior and purchasing decisions. The use of digital technology to research, browse and purchase has gone from segmentspecific or sporadic to mainstream.
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