What Is Consumer Behaviour | Purchase Decision Process | Explained & Examples 👚🥾👔👗👢🧳👞

Summary

This video discusses the importance of consumer behavior in marketing strategies, focusing on the five stages of the purchase decision process: problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. It emphasizes understanding consumers' emotional and psychological states, along with socio-cultural influences, to effectively engage them. The video encourages marketers to consider their products from a consumer's perspective and address post-purchase concerns to build customer loyalty. Viewers are invited to reflect on their marketing strategies and subscribe for more insights.

Takeaways

• 😀 Consumer behavior is essential for a successful marketing strategy, focusing on why and how consumers make decisions.
• 🛒 The purchase decision process consists of five stages: problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior.
• 💡 Problem recognition occurs when a consumer identifies a need or want that is unfulfilled.
• 🔍 The information search stage involves consumers seeking options through internal memory or external sources like friends and social media.
• ⚖️ In the alternative evaluation stage, consumers compare brands, prices, and reliability, especially for significant purchases.
• 🛍️ The purchase decision is influenced by product alternatives and potential seller incentives, with consumers considering when and from whom to buy.
• 🤔 Post-purchase behavior includes feelings of anxiety or cognitive dissonance, particularly after significant purchases.
• 📞 Addressing post-purchase behavior is crucial for marketers to alleviate consumer anxiety and foster loyalty.
• 📈 Marketers should think like consumers and analyze how their products meet consumer needs during the purchase decision process.
• 📅 Regular engagement with consumers through follow-up and targeted marketing can enhance customer loyalty and satisfaction.

Q & A

What is consumer behavior?

Consumer behavior refers to the study of how individuals or groups make decisions about purchasing, using, and disposing of products and services.

Why is understanding consumer behavior important for marketers?

Understanding consumer behavior is crucial for developing effective marketing strategies that resonate with consumers and drive sales.

What is the purchase decision process?

The purchase decision process consists of five stages: problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior.

What occurs during the problem recognition stage?

Problem recognition happens when a consumer realizes a need or want that is unfulfilled, such as running out of toothpaste or being influenced by a marketing campaign.

What are the two types of information searches a consumer might conduct?

Consumers may perform an internal search by recalling past experiences or an external search by consulting friends or social media.

What factors do consumers evaluate during the alternative evaluation stage?

During this stage, consumers compare different brands based on price, usability, and reliability, especially for significant purchases.

What influences a consumer's purchase decision?

The purchase decision can be influenced by product alternatives, seller incentives, and timing of the purchase.

What is post-purchase behavior?

Post-purchase behavior involves the consumer's feelings and actions after making a purchase, which can include anxiety or cognitive dissonance about whether they made the right choice.

How can marketers address post-purchase anxiety?

Marketers can alleviate post-purchase anxiety by implementing strong customer service follow-up policies and targeted marketing efforts towards previous buyers.

What challenge does the speaker pose to marketers in the video?

The speaker challenges marketers to think like consumers and analyze whether they would choose their own product or service over competitors, as well as how they address post-purchase behavior.