Purchase behavior literature review
Recommended articles Citing articles 0. So therefore, there are no potential differences between the different brands. The user and the purchaser can be different person, in some cases; another person may be an influencer providing recommendations for or against certain products without actually buying or using them Solomon ; Solomon et al. You must be logged in to post a comment. More importantly, we draw upon the stimulus—organism—response model and the five-stage consumer decision-making process to propose an integrative framework for understanding consumer behavior in this context.
In order words consumer may answer the question of which product to buy, or might as well form a purchase intention to buy the most preferred brand. This paper provides an overview of 73 relevant publications, summarizes the main results, and identifies research gaps in the context of the Alphabet Theory. Schiffman and Kanuk depicted that decision is the selection of an action from two or more alternative choices. However, seldom such a trade-off between short-term smaller sooner and longterm larger later is isolated from other choice conflicts Foxall, On the other hand, as noted by some authors including Hupfer and Gardner and Kassarjian , not all purchasing decisions involve equally the same high level of customer interest and engagement.
Research gaps were identified in various areas: This leads to the question why consumers apply this kind behaviour. Morad Benyoucef is a full professor at the University of Ottawa. We believe that this framework can provide a useful basis for future social commerce research. Many marketers understand consumer behaviour from economics. It implies that consumer do not have to bother to retrieved information about the available products and brands in the market.
Consumer behaviour involves lot aspects, such as;. Hence, many consumers are often strongly making decision by people who the consumer knows and trusts. The emergence of social commerce has brought substantial changes to both businesses and consumers. On the other hand, three possible consequences of consumer behaviour are depicted in Figure 1, respectively; utilitarian reinforcement, informational reinforcement and aversive consequences.
Lastly, aversive consequences can be described as the costs of consuming; having to wait in line, not being able to buy alternative products, relinquishing money, etc. Contrariwise, in this type of buying behaviour consumers have lesser levels of involvements. To get in-depth understanding consumer behaviour concepts will gives us an idea on how its plays significance role in our life and in the whole trend of business profit to various firms which will allow the researcher to get the analysis and determine product positioning, develop the message and targeting strategy in order to reach to the market Holskins J, For a better understanding in a certain product category, customers use a variety of criteria in deciding which store to visit and which product to buy, including selection, price, quality, service, value, and convenience Boone and Kurtz, Hence, understanding consumer behavior in the context of social commerce has become critical for companies that aim to better influence consumers and harness the power of their social ties.
It does so by acknowledging the conflict consumers can face between utilitarian reinforcement and informational reinforcement. Subscribe Enter your email address below to receive helpful student articles and tips. We classify these studies, discuss noteworthy theories, and identify important research methods.
However, this does not mean that consumers will always buy the cheapest product available. Additionally, consumer may easily switch from PCWorld to Currys i. An outcome of the evaluation is either the performance that matches expectations, that performance which exceeds expectations or that the performance below expectations. Consumer tend to choose to buy the product by considering characteristics such as location, price assortment personnel, store image and service etc Boone and Kurtz, Of course the informational reinforcement outcome is not applicable to every product that can be bought, as one will not obtain any social status from buying nails for example, on the other hand, people are often judged by the car they drive, making cars an excellent example of the informational reinforcement.
This phenomenon is particularly essential for Dixons consumers to highly involve, and engage in extensive research about the product category and make a good purchase decision about the firm own manufacturing products, in case they invent a new technology electronics products or audio-video equipment that is too expensive. Attitude is what we can feel about a concept that could be a person, a brand, a category, an ideology or other things we can think about and applying feeling into East, A number of cues are studied in many researches.
Purchase barriers are inconvenience in shopping for local food and lack of availability. The evaluation process is particularly helpful in influencing customers, particularly, when customers are familiar with the desire product, their purchase behaviour tends to be quite small, consisting on average between three and five brands Schiffman et al.
Teleological behaviourism helps to understand why consumers only consider only a few brands out of all the brands they can choose from when making a buying decision Foxall, Attitude can be the most important factor in consumer decision process because they theoretically conclude that a consumer evaluation of an object product, brand or company represent positive or negative feeling and behavioural towards the object Belch and Belch, The physical action or behaviour of consumer and their buying decision every day can be measured directly by marketers Papanastassiu and Rouhani, There are many other causes that have tremendous effect on consumer decision making process, such as perceptions and attitudes.
His research interests include online marketplaces, online trust, Web 2. Foxall found that green consumer behaviour cannot be linked to a specific category but can be found in any of the four categories. Attitude influences each stage of the buying decision, as the simple assumption that attitudes causes behaviour to ignores other determinants such as personality traits, self-image, motives, behaviour and the social and physical setting in which the action occurs Foxall, Consumer involvement also influences to emotion perspective and product evaluations.
But they evaluate that product at the time of purchase. Management must, however, know which attribute consumers consider and the important the consumer places on them. It is extremely difficult for consumers to differential among brands in this type of buying behaviours Kotler, Wong, Saunders, Armstrong, Evaluation of alternative that consumer can make decision can be made from price, location, quality and pharmacists relationship to choose a pharmacy David Holdford, According to Kotler , consumer use store and product attribute varies among consumers.
Hansen opined that, perhaps it might be extremely hard for consumers to evaluate the essence of different in quality aspects in relation to each other and in relation to requirement or intention to consumer the products. In this high technology world, consumer switches their brands not because of dissatisfaction but because of that enormous trend of technological equipment Aaker,