Essay On Consumer Buying Behaviour

There are numerous models of customer buying behaviour process but most of them are composed of the “pre-purchase, purchase and post-purchase phase” (Hoyer and Maclnnis; 2001, Rayport and Jaworski; 2003).
Arnould et al (2004) explained that consumer buying process involves buying, utilisation and disposal of products and services.
Consumers need to go through seven steps before taking their final decisions and these seven steps involve a need for recognition, search for information, pre-purchase evaluation, purchase, consumption, post-consumption evaluation and divestment (Blackwell et al, 2001).

Figure 1: illustrates customer buying behaviour process
Source: Principles of Marketing, V.2.0. By John F. Tanner, Jr and Mary Anne Raymond

Stage one consists of need recognition. As explained by Levy

Hence, low-involvement will apply when it comes to buy unbranded clothes unlike branded clothes whereby there is a high-involvement.

2.7 Factors Affecting Consumer Buying Behaviour
Generally, there are many factors that tend to affect customer behaviour during the buying process and these factors will determine whether the customer will buy a product or not. According to Kotler et al (2008) Consumers make their purchasing choices based on the 4Ps which comprise of: product, price, place and promotion but however likewise there are also other forces in the buyer’s environment which can eventually affect the purchasing decision.

2.7.1 Product Quality
Product quality can be a possible factor affecting buying behaviour. From a buyer’s perception if a product is of poor quality then it is less likely for the item to be purchased. Hence, causing a negative impact on the buying behaviour. Similarly, is a product is of a good quality and branded then it might cause a positive buying