Consumer Behavior Patterns

Elements of Consumer Decision-Making Process

Consumers have to choose between various products and services. How they end up making these decisions, is of importance not only to the consumers themselves but also to marketers and policy makers. Various elements influence this decision-making process. Such elements dictate the choices made by consumers (Foxall, 2005).

To understand these elements, one needs to consider a consumer’s decision-making process. The knowledge of this process is also important to marketers. Ordinarily, this process can be broken down into five steps. The first of these steps is to need recognition. This is where a consumer realizes his/her need for a particular product. This need can be triggered through strategic marketing. The next step involves a consumer’s search for information.

Haven’t Found The Relevant Content? Hire a Subject Expert to Help You With
Consumer Behavior Patterns
Post Your Own Question And Get A Custom Answer
Hire Writer

This search can be external or internal. After the information search, the next step is to evaluate the available alternatives. At this point, the consumer is most likely to choose the brand he/she trusts. The next step from this point is the decision to make a purchase. This refers to the actual decision made after all the above considerations. Finally, after buying the consumer engages in post-purchase behavior. This is a reflection as to whether the product was either satisfying or dissatisfying.

This decision-making process is not necessarily voluntary. Several elements affect this decision-making process. These elements can simply be classified into three categories, namely; personal, psychological, and social elements.

Consumer behavior is heavily dependent on a consumer’s traits. These qualities are unique to an individual consumer. They include factors like a person’s age, sex, race, among others. How a consumer arrives at a certain decision is dependent on a combination of these factors. For example, the way young consumers make decisions is different from the way old consumers do it. Young consumers are most likely to engage in haphazard buying.

On the other hand, older consumers require more convincing for them to buy a certain product. For this reason, marketers need to understand their targets’ demographics. Then, they need to mount marketing campaigns in line with the personal traits of their targets.

The other element influencing consumer behavior is psychological traits. This is a very broad element, and it encompasses several factors. These include factors like attitudes, personality, motives, among others. Motive refers to a consumer’s source of inspiration or drives towards choosing a certain product. These motives include esteem, self-actualization, safety, love, and a sense of belonging. A marketer needs to understand the level of motivation for his/her target consumers.

This way, he/she knows which marketing approach to use. Perception is also another factor in psychology. It refers to a consumer’s means of processing, selecting, interpreting, and organizing information. This factor is important to marketers because brands are built on perception. For example, it is a common perception that German cars are of superior quality. Consumers’ attitudes are also part of this psychology element.

Attitudes are those positive or negative feelings harbored by consumers about certain products. Marketers need to understand all attitudes that are associated with their products as well as those of their competitors. Personality refers to a person’s inherited traits and perceptions. They include things like aggressiveness and ambitiousness. Marketing campaigns should be modeled according to the personalities of their intended targets.

Social factors also influence consumers behavior. One social aspect is the use of opinion leaders. Society has those people whose opinion is highly regarded. An example of this is the various celebrity spokespeople who are employed to endorse products. Social class is yet another social factor affecting consumer behavior.

Social class refers to a group of people who share a social rank. Marketers need to be aware of which social class a specific product is intended. This is because different social classes have different purchasing and shopping habits. Another factor that is important to marketing is culture and subculture. This factor is necessary, especially when it comes to advertising. For instance, cultural values like good health, education, and freedom should be considered when coming up with marketing strategies.

The Impact of Consumer Satisfaction on Marketing

Customer satisfaction is usually an indicator of effective marketing. This is because customer satisfaction leads to customer retention. Once a customer is successfully retained, a marketer’s workload is considerably reduced. This is because a satisfied customer acts as a marketing tool. That customer is likely to keep marketing the product through word of mouth.

On the other hand, an unsatisfied customer puts a negative spin on marketing (Gotlieb, Grewal & Brown, 1994). This is because this customer will act as an agent of negative advertising. Customer satisfaction has been hailed as the most effective form of marketing.

However, too much focus on marketing while ignoring customer satisfaction can produce undesirable results. Therefore, it is important to focus one’s efforts in seeking customer satisfaction. Once this goal is achieved, a marketer can then start employing other types of innovative marketing.

References

Foxall, G. (2005). Understanding Consumer Choice. Basingstoke, United Kingdom: Palgrave Macmillian.

Gotlieb, J. B., Grewal, D., & Brown, S. W. (1994). Consumer satisfaction and perceived quality: Complementary or divergent constructs. Journal of Applied Psychology, 79(6), 875–885.

Why Hire a Professional Essay Writer from MyHomeworkGeeks

Quality Urgent Essays

Domyhomeworkk online platform provides the best essay writing service ever received elsewhere, thanks to our professional essay writers. Experience gained in the 10+ years of being in the assignment writing industry is also an added advantage.

Professional and Experienced Academic Writers

A lot is done to maintain us as the best essay writing service provider. Besides owning a degree from a recognized university, a writer must pass the rigorous tests we take them through before they are considered eligible to offer urgent essay help on our website.

Affordable Urgent Assignment Help

Who said a reliable website should not be cheap also? While it is human nature to associate prices with quality, that does not always work. At domyhomeworkk.com, we guarantee you cheap and urgent essay help without compromising the quality.

24/7 Available Urgent Essay Writing Service

Whether it is a ‘write my essay for me cheap’ or ‘edit my essay’ order you want to request, always feel free to reach us at any time of the day. Our experts work in shifts to ensure that you access urgent essay writing services at any time of the day.

Plagiarism Free Essays Online

The punitive measures that come with plagiarized content are so harsh, and we understand that. We consequently ensure to write each client’s papers from scratch no matter how urgent the essay is. To acknowledge borrowed content, our quick writer references and cites the work.

Wow Customer Support 24/7

Our support agents are available 24 hours a day 7 days a week and committed to providing you with the best customer experience. Get in touch whenever you need any assistance.

Try it now!

Calculate the price of your order

Total price:
$0.00

How it works?

Follow these simple steps to get your paper done

Place your order

Fill in the order form and provide all details of your assignment.

Proceed with the payment

Choose the payment system that suits you most.

Receive the final file

Once your paper is ready, we will email it to you.

Our Services

So much stress and so little time? Take care of yourself: let us help you with your tasks. We offer all kinds of writing services.

Essays

Custom Essay Writing Services

No matter what kind of academic paper you need and how urgent you need it, you are welcome to choose your academic level and the type of your paper at an affordable price. We take care of all your paper needs and give a 24/7 customer care support system.

Admissions

Admission and Business Papers

An admission essay is an essay or other written statement by a candidate, often a potential student enrolling in a college, university, or graduate school. You can be rest assurred that through our service we will write the best admission essay for you.

Editing

Editing and Proofreading

Our academic writers and editors make the necessary changes to your paper so that it is polished. We also format your document by correctly quoting the sources and creating reference lists in the formats APA, Harvard, MLA, Chicago / Turabian.

Coursework

Revision Support

If you think your paper could be improved, you can request a review. In this case, your paper will be checked by the writer or assigned to an editor. You can use this option as many times as you see fit. This is free because we want you to be completely satisfied with the service offered.

Have a homework question? Get help from verified tutors now!