Consumer Buying Behaviour
Your goal with understanding consumer-buying behaviour may be to understand who the decision makers, influencers, and actual purchasers of products are. Likewise, your company may be interested in the complexity of the products they sell and how this effect a consumer’s need for information and eventually adds to their post-purchase cognitive dissonance. Regardless of what aspect interests you and your company, there are several common elements you need to consider when conducting a project on Consumer Buying Behaviour. There are some requirements to consider for a project on consumer buying behaviour, for instance primary data should be collected from actual consumers, and good methods for collecting data could be focus groups, experiments, case studies and surveys ( see Marketing Research).
Decision theories have a great influence on understanding consumer behaviour, and there are both internal and external factors influencing. The external factors are demographics, socio-economics, technology, culture, and public policy. Internal influences are attitudes, learning, perceptions, motivation, semiotics, and self-image. Understanding consumer buying behavior begins by understanding the general steps consumers go through before, during and after the purchase. By understanding each step, marketers can conduct marketing efforts to encourage customers to gravitate towards a purchase, and once a purchase has been made, find a satisfaction with their choices. The model below is a generalized (and simplified) model of the buying decision process:
Other influences are illustrated below in the Stimuli-Response Model:
A conjoint analysis is used in marketing research to determine how people prioritize different features of a product or service.
Links and Further Readings
Marketingteacher.com provides a general and very basic overview of Consumer Buying Behaviour.
KnowThis.com provides a general overview of Consumer Buying Behaviour from the Marketing Virtual Library with different tutorials covering different areas of consumer buying behaviour.
BizEd.co.uk presents the main classifications of consumer types and some of the techniques that a business might employ to gather information about their consumers. This site also provides a general overview of how a rational consumer chooses between two goods, the indifference curve analysis.
MoreBusiness.com explains that there are four types of customers and what to do in order to keep them happy.
QuickMBA.com provides instructions and tips on how to formulate a marketing questionnaire.
**The Journal of Consumer Research - is a journal that publishes empirical, theoretical, and methodological articles concerning consumer behaviour covering everything from psychology, marketing, sociology, economics and anthropology.
**The Journal of Consumer Marketing - is a journal that provides you with material regarding all aspects of marketing to consumers.
Values, experiences outweigh product attributes in driving loyalty and engagement (BtoBonline.com, June 2007)
News Articles in Swedish
Allt fler shoppar i Stockholms city (E24 Näringsliv, February 2006)
**Hausman, A. (2000). A Multi-Method Investigation of Consumer Motivations in Impulse Buying Behaviour. Journal of Consumer Marketing, Vol. 17, No. 5, pp. 403-419.
*'Quester, P.G., & Smart, J. (1998). The Influence of Consumption Situation and Product Involvement Over Consumers’ Use of Product Attribute. Journal of Consumer Marketing, Vol. 15. No. 3, pp. 220-238.
**Martin, C. A., & Bush, A. J. (2000). Do Role Models Influence Teenagers’ Purchase Intention and Behaviour? Journal of Consumer Marketing, Vol. 17, No. 5, pp. 441-454.
**Green, P.E., & Srinivasan, V. (1990). Conjoint Analysis in Marketing – New Developments With Implications for Research and Practice. journal of Marketing, Vol. 54, No. 4, pp. 3-19. This article is an update of a previous article on con-joint analysis and looks at the newest developments. A conjoint analysis is useful when you wish to structure and measure consumer preferences when the customer is given alternative choices.
Elliot, R. (1994). Addictive Consumption: Function and Fragmentation in Post Modernity. Journal of Consumer Policy, Vol. 17, pp. 159-179. This article investigates a particular type of consumer behaviour, that of the addictive consumer with a compulsive buying behaviour.
**Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2001). Consumer Behaviour. This book looks at different areas within consumer behavior theory and practice, and also offers a section on the psychology behind consumer behaviour.
**Desmond, J. (2003). Consuming Behaviour. This book mixes the traditional consumer behaviour theory with biological, sociological, and anthropological theories.
**Foxall, G.R. (2003). Consumer Decision-Making: Process, Level and Style. In Baker, The Marketing Book. This book chapter deals with the consumer decision process, the levels of consumer involvement, different decision styles, and implications for management.
**Baker, M.J. (2006). Marketing: an introductory text. Westburn: Argyll, Scotland.
**Baker, M.J. (1999). The IEBM encyclopedia of marketing. International Thomson Business Press: London, England.
*Available online for students at Jönköping University