History of marketing thought In the s and 50s, marketing was dominated by the so-called classical schools of thought which were highly descriptive and relied heavily on case study approaches with only occasional use of interview methods. At the end of the s, two important reports criticised marketing for its lack of methodological rigor, especially the failure to adopt mathematically-oriented behavioural science research methods. From the s, marketing began to shift is reliance away from economics and towards other disciplines, notably the behavioural sciences, including sociologyanthropology and clinical psychology. This resulted in a new emphasis on the customer as a unit of analysis.
The consumer buying process is a complex matter as many internal and external factors have an impact on the buying decisions of the consumer.
When purchasing a product there several processes, which consumers go through. These will be discussed below. It could be that your DVD player stops working and you now have to look for a new one, all those DVD films you purchased you can no longer play! So you have a problem or a Complex buying behaviour need.
For high value items like a DVD player or a car or other low frequency purchased products this is the process we would take. However, for impulse low frequency purchases e. Information search So we have a problem, our DVD player no longer works and we need to buy a new one. Yes go out and purchase a new one, but which brand?
Shall we buy the same brand as the one that blew up? Or stay clear of that? Consumer often go on some form of information search to help them through their purchase decision.
Sources of information could be family, friends, neighbours who may have the product you have in mind, alternatively you may ask the sales people, or dealers, or read specialist magazines like What DVD? You may even actually examine the product before you decide to purchase it.
Evaluation of different purchase options. So what DVD player do we purchase? Shall it be Sony, Toshiba or Bush? Consumers allocate attribute factors to certain products, almost like a point scoring system which they work out in their mind over which brand to purchase.
This means that consumers know what features from the rivals will benefit them and they attach different degrees of importance to each attribute. For example sound maybe better on the Sony product and picture on the Toshibabut picture clarity is more important to you then sound.
Consumers usually have some sort of brand preference with companies as they may have had a good history with a particular brand or their friends may have had a reliable history with one, but if the decision falls between the Sony DVD or Toshiba then which one shall it be?
It could be that the a review the consumer reads on the particular Toshiba product may have tipped the balance and that they will purchase that brand. Purchase decision Through the evaluation process discussed above consumers will reach their final purchase decision and they reach the final process of going through the purchase action e.
The process of going to the shop to buy the product, which for some consumers can be as just as rewarding as actually purchasing the product. Purchase of the product can either be through the store, the web, or over the phone.
Post Purchase Behaviour Ever have doubts about the product after you purchased it? This simply is post purchase behaviour and research shows that it is a common trait amongst purchasers of products. Manufacturers of products clearly want recent consumers to feel proud of their purchase, it is therefore just as important for manufacturers to advertise for the sake of their recent purchaser so consumers feel comfortable that they own a product from a strong and reputable organisation.
This limits post purchase behaviour. You feel reassured that you own the latest advertised product. Factors influencing the behaviour of buyers. Consumer behaviour is affected by many uncontrollable factors. Just think, what influences you before you buy a product or service? Your friends, your upbringing, your culture, the media, a role model or influences from certain groups?
Culture is one factor that influences behaviour. Simply culture is defined as our attitudes and beliefs. But how are these attitudes and beliefs developed? As an individual growing up, a child is influenced by their parents, brothers, sister and other family member who may teach them what is wrong or right.
They learn about their religion and culture, which helps them develop these opinions, attitudes and beliefs AIO.
These factors will influence their purchase behaviour however other factors like groups of friends, or people they look up to may influence their choices of purchasing a particular product or service. Reference groups are particular groups of people some people may look up towards to that have an impact on consumer behaviour.
So they can be simply a band like the Spice Girls or your immediate family members. Opinion leaders are those people that you look up to because your respect their views and judgements and these views may influence consumer decisions.
So it maybe a friend who works with the IT trade who may influence your decision on what computer to buy. The economical environment also has an impact on consumer behaviour; do consumers have a secure job and a regular income to spend on goods?b2b buying behaviour In any high-value complex B2B sales environments involving new projects with multiple stakeholders, the buying behaviours and motivations that drive your customer’s decision-making journey are inherently complicated and may be impossible for the average sales person to ever completely understand.
In any high-value complex B2B sales environment involving new projects with multiple stakeholders, the buying behaviours and motivations that drive your customer’s decision-making journey are inherently complicated and may be impossible for the average sales person to ever completely understand.
The need is a source or force of buying behaviour. Buying problem arises only when there is unmet need or problem is recognized. Need or problem impels an individual to act or to buy the product. Understanding Complex Buying Behavior. March 30, by Dominion Dealer Solutions.
By: Steve Lausch, Director of Product Marketing. Consumers making a significant purchase, such as buying a new or used vehicle, exhibit complex buying behavior. A Study on Changing Buying Behaviour of Indian Customers. Subrato Dey. Assistant Professor, ITM University, Raipur. Abstract.
In the recent years, the way Indian consumers are spending their money on Consumer behavior is complex and very often not considered rational. A further. Extensive Problem Solving (EPS)/Complex Buying Behavior: This buying is referred to as a complex buying behavior because the consumer is in an unfamiliar product class and is not clear about what criteria to consider for buying.
Extensive problem solving occurs when the consumer is encountering a new product category.