Consumer Behaviour And Decision Making Process Essay

This chapter is a presentation of existing literature on purchase intention of counterfeit goods. The literature covers the theory that was the basis of the study and the review of related literature based on the order of the objectives. The literature review is on purchase intention, financial capability, and social factors, consumers’ attitudes and online buy. While analysing the literature, contributions, weaknesses and gaps in the existing literature were identified. 2.2. Theoretical review While consumers/buyers have existed for thousands of years, consumer behaviour research really began after World War II. It was established as a unique field of study during the 1960s (Engel, Blackwell, and Miniard, 1995), and developed as a focal interest for both academic researchers and international marketing practitioners. 2.2.1. Consumer behaviour and decision making process Since the1950s, the majority of consumer behaviour literature has been built upon two assumptions. The first is that consumer behaviours can be influenced and shaped by multiple factors, which can be generalized as (Engel, Blackwell, and Miniard, 1995): A) Environmental influences (culture, social class, personal influence, family and situation); B) Individual differences and influences (consumer resources, motivation and involvement, knowledge, attitudes and personality, values, and lifestyle); and, C) Psychological processes (information processing, learning, attitude and behaviour change). The secondShow MoreRelatedConsumer Behaviour : Holiday Decision Making Process2191 Words   |  9 Pagessolving, cognitive model’ of consumer decision making process, in light of the arguments given in the case study: ‘Holiday decision-making: an adaptable and opportunistic ongoing process.’ Every day, each one of us makes various decisions regarding different aspects of our daily routine. To be able to make these decisions, we need to be able to have alternatives. These decisions, however, are made after doing some degree of information search but not all consumer decision-making situations receive orRead MoreConsumer Behaviour - Holiday Decision Making Process3233 Words   |  13 PagesCONSUMER BEHAVIOUR: HOLIDAY DECISION MAKING PROCESS SUMMARY: Decisions are omnipresent in the daily lives of human beings. Being tireless decision makers, it stands to reason then that we understand the forces that drive decision making. The following report seeks to critically evaluate the long-held traditional ‘rational problem- solving and cognitive model’ of the consumer decision making process against the background of the holiday decision making patterns of the modern consumer. The one strikingRead MoreCognitive and Behavioural Model1364 Words   |  6 Pagessuitable approach to understand consumer behaviour, they are cognitive and behavioural models, there are actually three models lies within initial decisions of consumer behavior, the third one is reinforcement model but in this case we will not analyze it. First of all, the way of starting off the essay is by defining both cognitive and behavioural models found from the journals, followed by comparison between the two models, which are the best to understand consumer behaviour, giving advantages and disadvantagesRead MoreThe Literature On Purchase Intention Of Goods Essay1464 Words   |  6 Pagesliterature based on the objectives. The literature review focus on purchase intention, economic factors, and social factors, as well as consumers’ attitudes and online buy. While analysing the literature, contributions, weaknesses and gaps in the existing literature were identified. Theoretical review While consumers/buyers have existed for thousands of years, consumer behaviour research really began after World War II. It was established as a unique field of study during the 1960s (Engel, Blackwell, andRead MoreBuyer Behavior and Branding1814 Words   |  7 PagesBUYER BEHAVIOUR AND BRANDING (BBMK402) Introduction: Every one is a customer at one time or another. Production continues to increase just like customers increases day by day for goods and services that give value in return for consumer’s money. Although there are lots of components and elements that influence customers to support and buy the product and one of those ways is good marketing strategy. Good marketing functions raise competitive rewards to a firm which leads to be a magnet toRead MoreThe Relevant Theories Of Advertising1354 Words   |  6 Pagesthe concept to describe the steps of consumer behaviour that occurred from the time when a consumer first became aware of a product or brand through to when the consumer tried a product or made a purchase decision (Priyanka, 2013). The model had four psychological stages including awareness, interest, desire, and action (Hassan et al., 2015). It was a useful formula to help marketers develop effective communication strategies as well as to understand how consumers respond to advertising. However, AIDARead MorePerceptions And Attitudes Of The Consumer Buying Process1000 Words   |  4 Pagesaffect consumer buying behavior therefore marketers are interested in them. Marketers can change the beliefs and attitudes of customers by launching special campaigns in this regard. To change the brand s marketing message or adjust its positioning in order to get consumers to change their brand perception. Stages of the Consumer Buying Process Six Stages to the Consumer Buying Decision Process (For complex decisions). Actual purchasing is only one stage of the process. Not all decision processesRead MoreThe Contributions of Consumer Behaviours to Marketing Effectiveness and a Marketing Manager1178 Words   |  5 PagesBY: EZEIGBO UZOMA THE CONTRIBUTIONS OF CONSUMER BEHAVIOURS TO MARKETING EFFECTIVENESS AND A MARKETING MANAGER. Consumer behaviour is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. The study of consumer behavior helps firms and organizations improve their marketing effectiveness and strategiesRead MoreUnderstanding The Consumers Buying Behavior1403 Words   |  6 PagesUnderstanding the consumers’ buying behaviour is a complicated but essential task for all marketing managements. It is vital to understand how people make purchase decisions and what drives them to buy one specific product and no other. According to Kotler et al. (2013) â€Å"consumer buyer behaviour refers to the buying behaviour of final consumers – individuals and households that buy goods and services for personal consumption.† It may be a costly and time-consuming task to find out what, when, whereRead MoreThe Impulse Of An Impulse Purchase Decision843 Words   |  4 PagesAn impulse purchase decision can be defined as the result of complex behavioural processes, thoughtful and deliberate consideration of information about the good in question and its alternatives (Ba yley Nancarrow, 1998). An impulse purchase is typically associated with reckless decision making as the assumption is that it is a decision made without thinking about the consequences too much. However, this definition by (Bayley Nancarrow, 1998) suggests that the impulse decision is one made using