Customer purchase decision process

Ethnographic research, also called participant observation, attempts to study consumer behaviour in natural settings rather than in artificial environment such as labs.Myers, I. (1962) Introduction to Type: A description of the theory and applications of the Myers-Briggs type indicator, Consulting Psychologists Press, Palo Alto Ca., 1962.He claims (in 1947 and 1957) that if a complete analysis is to be done, a decision will be immensely complex.

The buying decision process is the decision-making process used by consumers regarding market transactions before, during, and after the purchase of a good or service.Ethnographic research or ethnography has its origins in anthropology.The strength of the underlying need drives the entire decision process.Those who score high on impulsive dimensions tend not to be engaged with the object at either a cognitive or emotional level.Primary groups: groups, such as family, that exert a strong influence on attitudes and behaviours.

One approach to understanding motivations, was developed by Abraham Maslow.As a result, brand loyalty is the ultimate aim of many companies.


They are more likely to click through the web pages and have more willing to interact with the online advertisement designed by online marketers.Observed product usage: observing regular product usage at home or work, to gain insights into how products are opened, prepared, consumed, stored, disposed etc. to gain insights into the usefulness of packaging, labelling and general usage.

How to Research your Customers’ Buying Process | Marketing

It examines how emotions, attitudes and preferences affect buying behaviour.

Consumer buying decision process -

Brand-conscious: Brand-consciousness is characterised by a tendency to buy expensive, well-known brands or designer labels.The marketer must recognize the needs of the consumer as well as how these.

The Importance Of Understanding Your Customers’ Buying

Chapter 6: Consumer Behavior | The study of Marketing

Groupon (1) | prisca ho -

For instance, behavioural economics is adding fresh, new insights into certain aspects of consumer behaviour.Subcultures are important to marketers for several reasons. Firstly. given that subcultures can represent sizeable market segments which are profitable and influential, there are obvious advantages in developing and selling products and services that meet the needs of subculture members.Broadly there are two types of program: reward and recognition programs.Buying Decision Process - offers an alternative explanation to the consumer buying decision process.Without the recognition of the need, a purchase cannot take place.Factors Influencing Impulse Buying During an Online Purchase Transaction.


Purchases that warrant greater deliberation, more extensive information search and evaluation of alternatives.Ascription of causality - We tend to ascribe causation even when the evidence only suggests correlation.Consumers are influenced by emotional and nonrational considerations making attempts to be rational only partially successful.Following purchase and after experiencing the product or service, the consumer enters the final stage, namely post-purchase evaluation.Potential patrons seeking a hedonic dining experience may be willing to travel further distances to patronise a fine-dining venue compared to those wanting a quick meal at a more utilitarian eatery.

We call this approach the consumer decision. important as customers seize control of the process and actively. a decision at the moment of purchase,.Shoppers inspect the quality of fresh produce at a market in Jerusalem.