Page Text: by lv147
Let’s face it, we as individuals know what we like, and when we see that item, calling us from the shop window, it’s love at first sight. But what happens when you try on that item and realise that you were infatuated with the perceived idea of what that item would look like on you. It’s happened to all of us, and these experiences can alter our consumer behaviour process to assist with our future in-store decisions.
Need recognition: Remember that one time you bought that really cute dress but when you got home realised that you didn’t have a pair of shoes to match it! You’ve just recognised a need, and if there is no need, there is no purchase.
Information search: Within this ever technologically advancing world, 89% of consumers utilise search engines during their information search process, further alluding to the influence of online platforms on individuals decision making process. So there’s no surprise when you look at online on social platforms such as Instagram, to discover that other girls have picked ankle boots to pair with similar dresses from places such as Windsor Smith (an expensive shoe brand) and Rubi Shoes (a cheaper alternative).
Evaluation and selection: So you’ve decided you’re going to try out a similar style pair of black ankle boots from both Windsor Smith and Rubi Shoes. The black, faux leather, silver zipper ankle boots you’ve tried on from Rubi Shoes aren’t as comfortable as you thought they’d be, so you decide to purchase the more expensive, yet more durable alternative from Windsor Smith. You have just made your in-store decision.
Store choice and purchase: Through your in-store decision of selecting the Windsor Smith ankle boots, you have undergone a process to determine and choose the product that best suited your needs, in which comfort was a more important factor to you, than price.
Post purchase process: Now it’s time to try on the new shoes with your new dress! What do you think? Do you love it, do you hate it? The post purchase process a consumer goes through, influences their future shopping behaviours, such as whether or not they will shop with the same brand again, or if they should have conducted further information research. Where word-of-mouth, social networks sites or consumer product review websites, an unhappy customer can have a strong power to harm a brand.
The shopping spree we just went on, is an example of a Limited Problem Solving decision which is utilised when consumers are purchasing a new, update version of something her or she has purchased before e.g. replacing an old laptop with a new one.
An Extensive Problem Solving decision involves a consumer collecting substantial information in order to set a criteria on which to judge specific brands when purchasing an expensive, important or technically complicated product or service for the first time e.g. a TV or washing machine.
Whereas, Habitual Response behaviour refers to little need for an information search when compared to extensive problem solving, as the consumer is a brand loyal who is making a repurchase decision e.g. buying milk or bread.
Therefore a consumer’s behaviour is unique and diverse depending on their knowledge and/or previous experiences with in-store decision making.
References
Bruner II, G C & Pomazal, R J 1988, ‘Problem Recognition: The Crucial First Stage of the Consumer Decision Process’, The Journal of Consumer Marketing, vol. 5, no. 1, pp. 53 – 64.
Esch, FR, Langner, T, Schmitt, BH & Geus, P 2006, “Are brands forever? How brand knowledge and relationships affect current and future purchases”, Journal of Product & Brand Management, vol. 15, no. 2, pp.98 – 105.
Griwert, K 2012, ‘89 percent of Consumers use Search Engnes for Purchase Decisions’, Brafton, 2 February, viewed 26 April 2016, < http://www.brafton.com/news/89-percent-of-consumers-use-search-engines-for-purchase-decisions/ >
Miller, I 2016, ‘Customer Service Facts’, The Magazine for Customer Service Managers & Professionals, , viewed 26 April 2016, < http://www.customerservicemanager.com/customer-service-facts/ >
Perreau, F 2013, ‘The 5 stages of the Consumer Buying Decision Process’, The Consumer Factor, 25 October, viewed 26 April 2016, < http://theconsumerfactor.com/en/5-stages-consumer-buying-decision-process/ >
Pongjit , C & Beise-Zee , R 2015, “The effects of word-of-mouth incentivization on consumer brand attitude”, Journal of Product & Brand Management, vol. 24, no. 7, pp.720 – 735.
Schiffman, L, O’Cass, A, Paladino, A and Carlson J 2014, Consumer Behaviour, 6th edn, Pearson, Australia.