Buyer Behaviour

As a consumer, we all make decisions as to what we are going to buy and where we are going to buy it. We often don't recognise that there are many factors in play by businesses which heavily influence our decision. These factors are best described as stimuli which in turn correspond with our individual characteristics and our decision making process which result in a response. This can be demonstrated through the 'Black Box Model' pictured below:

http://tutor2u.net/business/marketing/buying_stimulus_model.asp

This visually shows the process through which our buying decisions are made. An alternative process is that devised by Kotler which suggests the following five stages of the buyer decision process: need recognition, information search, evaluation of alternatives, purchase decision and post-purchase behaviour. However this doesnt necessarily apply to impulse buying as this would discount the information search and evaluation of alternatives stages of the process.

Both the 'Black Box Model' and Kotler's five stage buyer decision process rely upon consumer behaviour as it is their characteristics which determine how they percieve the stimuli (tutor2u, [online],n.d.). The following diagram portrays the different factors which affect consumer characteristics:

For example, what would make someone chose Patene over another leading hair care product? This may depend on their social class (due to it's relatively high price), their social network (if friends/relatives use it and have recommended it), their lifestyle (if they take pride in their appearance and integrate this into their life), and their previous perception of the brand. All of these things contribute to the buyer's decision which is aroused through marketing stimuli such as printed and TV adverts. Clicking on the pantene icon below will take you to a recent pantene advert. From the advert you will be able to see that strategic marketing is vital in the persuasion of a buyer making a decision.

When looking at consumer behaviour, it is apparent that perception plays a key role within the decision making process. According to the dictionary perception is defined as the following:

1.the act or faculty of apprehending by means of the senses or of the mind; cognition; understanding.
2.immediate or intuitive recognition or appreciation, as of moral, psychological, or aesthetic qualities; insight; intuition; discernment: an artist of rare perception.
3.the result or product of perceiving, as distinguished from the act of perceiving; percept.
4.Psychology. a single unified awareness derived from sensory processes while a stimulus is present.
5.Law. the taking into possession of rents, crops, profits, etc.

Perception is probably best described by Schiffman & Kanuk (2003) who state that it 'is how we see the world around us'.It is our perception that guides our decision making process, often unconciously. Our perception is aroused by certain stimuli which is often placed strategically for the consumer. This results in affective selling techniques and ultimately persuades us to make a purchase.