KEYFACTORSINFLUENCING
Dr. Nancy Agnes,
Technical
Phdassistance Group www.phdassistance.com Email: info@phdassistance.com
CUSTOMERPURCHASING BEHAVIOR An Academic presentation by
Head,
Operations,
Whatarethekeyfactorsinfluencing customerpurchasingbehaviour? Whatarethefourtypesofpurchasers? ConsumerPurchasingProcesshasFive Stages Today'sDiscussion
Introduction
Introduction Allofushavebeeninthesituationwhereweenterastoreand immediatelynoticesomethingwemusthave.Retailersinvest enormoussumsofmoneyeachyearinanefforttogivetheir customersthatsense. Asaconsumereventuallyconnectswithaproductandmakesabuy, branding,webmarketing,videoandprintcommercials,socialmedia efforts,andsoonallseemtocometogether. Thisblogwillexplorethemanysortsofpurchasersaswellasthe factorsthataffectandshapeconsumerpurchasingbehavior(Ali& Anwar,2021) contd...
Consumerpurchasingbehaviordescribesthestepsconsumerstake beforepurchasingagoodorservice,bothonlineandoffline. Searchengineresearch,participationinsocialmediadiscussions,anda rangeofotheractivitiescouldbepartofthisprocess. Understandingthisprocessisbeneficialfororganizationsbecauseit enablesthemtobettermatchtheirmarketingattemptstothosethathave previouslybeensuccessfulinpersuadingcustomerstomakepurchases. Thiskindofbehaviorisinfluencedbymanythings.
Whatarethekeyfactorsinfluencing customerpurchasingbehaviour? Theprocessofconsumerpurchaseintentionisinfluencedbya numberofelements,includingcultural,social,personal,and psychologicalconsiderations. Ifviewedindependently,theymightnotencourageapurchase.The morecomponentsthatmakeupabrand,themorelikelyitisthata consumerwouldidentifywithitandbuyfromit(Xuetal.,2020). Belowarethe4commonfactorsinvolved: 1. CulturalFactors-People'snationalitiesdonotalways contd...
SocialFactors-elementsinaperson'senvironmentthataffecthow
3.PersonalFactors-Age,maritalposition,financialsituation,aswellas one
PsychologicalFactors-Thewayapersonisfeelingwhentheyare presentedwithaproductwillfrequentlyaffecthowtheyfeelaboutboth theproductandthebrandasawhole.
determinetheirculture.Additionally,itmightbecharacterizedbytheir affiliations,theirreligiousconvictions,oreventheirgeographiclocation. 2.
theyviewproducts.
'sownpersonalconvictions,morality,andvalues,areafewexamples. 4.
Whatarethefourtypesof purchasers? Theanalytical,theaffable,thedriven,andtheexpressivecustomerare thefourmaincategoriesofpurchasers. Basedonwhatdriveseachindividualtopurchase,theyaredifferent. 1.TheAnalyticalpurchaser-Thislogicalandknowledgeable consumerwouldconsideralltheinformationonrivalbrandsand itemsbeforemakingaselection. contd...
2.TheAmiablepurchaser-Thispurchaserisfriendlyandgenuinely wantstomakeeveryonehappy.Theimpressionofawin/loseconclusion causesthemtofrequentlybecomefrozenwhenfacedwithimportant decisions(Bastos,2020).
3.TheDriverpurchaser-Mostsignificanttodriversishowotherpeople seethemandwhethertheyarebeingfollowed.Driversarethe trendsettersintheindustry,andtheyaremorefocusedinhowthey appearthantherelationshipsthatarebuiltviatransactions.
contd...
It'schallengingtocategorizeanythingascomplexasconsumer purchasingbehaviorintofourorderlygroups. Themajorityofpeoplewilldiscoverthattheyexhibitamixofthese kindsofconsumerpurchasingbehavior. It'scriticaltocomprehendthestepsinvolvedinthecustomer purchasingprocessinordertobettercomprehendthisbehavior. 4.TheExpressivepurchaser-FortheExpressiveBuyer,relationships areessential.Theyareunabletotoleratebeingignoredorfeeling alonethroughoutatransaction.Theyprefertofeellikeyourmost valuableasset,nevertheless.
ProcesshasFiveStages FindaProblem-Inthisstage,thecustomerbecomesaware ofproblemstheywanttosolveforthefirsttime.Itmightbe anythingfromneedinganewoutfitforaplannedoccasionto havingaleakypipeintheirhomerepaired. GatherInformation-Consumerswillthenwantto investigatethepotentialcausesoftheirissueandpotential solutions. contd... Consumerpurchasesgothroughfivestages:identifyingaproblem, obtainingdata,identifyingsolutions,makingapurchase,and reviewingthetransaction.
ConsumerPurchasing
Forourhypotheticalscenarios,theshoppermightlookatthebest materialstoweartoanoutdoorweddingwhenchoosinganew clothing.Inordertodetermineiftheycansolvetheissueontheir own,theindividualwhohasaleakingpipemayresearchwhat causesleakypipes(Lzroiuetal.,2020). FindSolutions-Theconsumerwillseekoutfurtherspecificsonhowto addresstheirissueoncetheyhavegatheredallthenecessaryfacts. Toaidintheirdecision-making,theywillstartcontrastingbrandsand readingcustomerreviews. contd...
Theymightusetheinternettolookforadviceormoredetailsabout whatmightbetherootoftheirissue.
ownermaysearchonlinereviewsforthetoplocalplumbers. MakeaPurchase-Thepurchaserwillchooseandpurchasea solutionatthispoint.Thatwouldincludeinvestinginnewclothingand hiringaplumberforourinstances(Hanayshaetal.,2021). ReviewthePurchase-Onbusinesswebsite,somecustomersmight leavereviews,whileothersmightnot.Ineachscenario,thecustomer willassessthegoodorservicetheygotanddecideiftheywoulduseit againorrecommendthechosencompanytoothers. contd...
Ifsomeoneisshopping,theycouldsearchforstoresthatofferthe mostelegantformalclothesatthebestcosts.Ifapipeisleaking,the
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