MT459 Consumer Behavior
September 24, 2013
Consumers follow many steps in their quest to select, secure, use and dispose of products and services that satisfy their needs. Marketers can satisfy consumer needs only to the extent that they understand the consumers.
The five factors that influence consumers are: problem recognition, information search, alternative evaluation, purchase decision and post purchase behavior, also known as the what, where, when and how consumers will buy.
These five factors can also be described as: physiological factors, socio-cultural factors, personal factors, psychological factors and rational factors. For ...view middle of the document...
Personality is another personal factor that influences purchasing, since every consumer has a different personality. Factors such as self-confidence, good fellowship and autonomy, define the individuals personality and, consequently, different purchasing processes.
Psychological factors play a strong influence on consumers, as some of them choose a product simply by reliance, sympathy or even friendship. Psychological factors also influence the decision of buying products, despite its price. Often, a high cost is a determining factor leading to acquisition of one product and not of a cheaper one.
Consumers' reactions to a product are influenced by their evaluations of its advertising, over and above their feelings about the product itself. The evaluation of a product can be determined mainly by the appraisal of how it is depicted in marketing communications -consumers do not hesitate to form attitudes toward products that they have not seen nor used. Prior to a purchase the consumer will acknowledge the need, and then will conduct a...