3Digg me Ever wonder how you make a decision when you buy something? Do you naturally go through a process? Well, research has shown, that a consumer goes through a buying decision process when purchasing something.
Deveshnee Moodley's insight:
It is essential for a marketer to understand what consumer behaviour is and the important factors that can affect a consumer’s purchase decisions. A marketer’s achievement in influencing a consumer’s purchase behaviour significantly depends on how well they understand consumer behaviour. It is vital for marketers to understand that consumers are trying to satisfy specific needs. Marketers need to understand how consumers acquire information in relation to various alternatives and use this information to choose among competing brands and then how consumers make their final purchase. The most important aspect for a marketer to understand is that the consumer decision process and the reasons for purchase are different among consumers.
As a marketer it is essential to be aware of the internal and external factors that influence a consumer’s decision to buy. This article is in-depth as it explains what these factors are. I think culture is a key factor to consider as a marketer. As a marketer you need to be aware of the changes that happen in certain culture and to need to know what the implications these changes can have on advertising and promotional strategies. Social class should be an important concept to marketers, as consumers within a particular social stratum, may often have similar values, lifestyles and purchasing behaviour. Marketers can also use certain reference groups to influence the development if certain promotional strategies.
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