Consumer Buying Process

Decision making, sounds familiar right? As consumers we are constantly bombarded with overwhelming waves of information and messages which we individually compare and evaluate based off the total product offering. Before we rationalise and make sense of this offering, consumers formulate needs which are driven by either habitual, cognitive or even affective needs. After addressing our needs, we embark on the consumer decision making process which describes the thought pattern consumers take before they purchase a product. So, what are these steps you may ask?

• Starting with the problem/need recognition, consumers will recognise what needs must be met. For example hunger will trigger the need for food.
• Secondly, information search requires consumers to discover the right solution to solve these underlying needs. Information search can be classified as either internal (scanning your own memory for product information and alternatives) or external (obtained from outside sources).
• Evaluation of alternatives encourages the consumer to assess and compare the differing characteristics, capabilities and features of a product in relation to competing offers. Customers will effectively choose the product which they believe will deliver the greatest benefit and satisfaction.
• Consumers will then finalise their purchase decision and undertake their post-purchase evaluation in which consumers reflect on their experience and expectations of the product.

Recently, I have made several purchasing decisions in which I addressed key components which form part of the decision-making process.

Last week I went shopping in search of a new jumper for the approaching cold change in weather. I had no intention of browsing online apparel outlets prior to shopping as I knew all to well that I wanted to try on a specific style… a style of which I have never worn before and was uncertain if it would even suit me! Based off what clothing shops I typically shop at, I followed my gut instinct and headed to several well-trusted clothing stores. Upon entering one store, I was automatically drawn to the front rack showcasing sale shirts and dresses which I had no need or intention of purchasing. However, I quickly became frustrated as I found no jumpers which matched my need criteria. As I wandered around, the discounts were too hard to fight and I ended up walking to the change rooms with 5 shirts that were totally unnecessary. Swayed by the bargain prices and disappointment of not finding what I needed, I ended up purchasing 3 shirts. Upon reflection, these purchases acted almost as a ‘compensation gift’, to myself. A way of making myself feel that the trip wasn’t entirely unsuccessful and a complete waste of time…or at least that’s what I convinced myself to believe.

References:

• Solomon, M, Bennett, R & Previte, J 2018, Consumer Behaviour – buying, having, being, 4^th edn, Pearson Australia.