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CONSUMER BUYING DECISION PROCESS TOWARD PRODUCTS
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Abstract
The study focused on consumer buying behaviour process. The purpose of this study is to know the process or pattern of a consumer for buying a product, which either be a high involvement product or low involvement product. The approach used in the study is qualitative. The data collection for this study is secondary data. The limitation of this research is no empirical data used which support the research. The conclusion of this study is consumer purchase the products when the need arises, and the consumer uses all five stages of consumer buying decision making process during purchase of high involvement or costly products while the probability of skipping one or more than one stages are more in low involvement or daily usage products.
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International Journal of Scientific Research and Engineering Development-– Volume 2 Issue 5, Sep – Oct 2019
Available at www.ijsred.com
ISSN : 2581-7175 ©IJSRED:All Rights are Reserved Page 130
CONSUMER BUYING DECISION PROCESS TOWARD PRODUCTS
SHEIKH QAZZAFI
(Email: Zafisheikhindia@gmail.com)
----------------------------------------************************----------------------------------
Abstract:
The study focused on consumer buying behaviour process. The purpose of this study is to know the
process or pattern of a consumer for buying a product, which either be a high involvement product or low
involvement product. The approach used in the study is qualitative. The data collection for this study is
secondary data. The limitation of this research is no empirical data used which support the research. The
conclusion of this study is consumer purchase the products when the need arises, and the consumer uses
all five stages of consumer buying decision making process during purchase of high involvement or costly
products while the probability of skipping one or more than one stages are more in low involvement or
daily usage products.
Keywords —Consumer, Purchase, Product, Consumer buying behaviour process
----------------------------------------************************----------------------------------
I. INTRODUCTION
The understanding of consumer behaviour is a
success key to the business organizations.
Consumer behaviour is the study of how a customer,
or a group of customers select, buy, use, and
dispose ideas towards the products or services in
order to satisfy their needs and wants (Chand, n.d.).
The personalized marketing analysed the pattern of
buying behaviour of a consumer. After the analysed
of personalized behaviour, the prediction of future
trend can be done easily (Kumar, John, &Senith,
2014). According to Engel, Blackwell, and Mansard,
“consumer behaviour is the actions and decision
processes of people who purchase goods and
services for personal consumption”.According to
Louden and Bitta, “consumer behaviour is the
decision process and physical activity, which
individuals engage in when evaluating, acquiring,
using or disposing of goods and services” (Chand,
n.d.).According to Lerne, “Consumer behaviour
involves the study of how people--either
individually or in groups--acquire, use, experience,
discard, and make decisions about goods, services,
or even lifestyle practices such as socially
responsible and healthy eating” (Perner, n.d.). The
five stages are in the consumer buying decision
process areProblem recognition, Information search,
Evaluation of alternatives, Purchase decision, and
post-purchase behaviour.
II. RESEARCH QUESTION
Why the people buy a product or brand?
How the people buy a product or brand?
Does any pattern/process for choosing a product or
specific brand of product?
III. SCOPE OF THE STUDY
The term consumer behaviour is broadly wide. The
consumer behaviour is always an interesting topic
among the researchers or scholars. In this paper, the
study is only about the consumer buying process,
but further study can be done on other related topics
of consumer behaviour such as factor behind the
influenced of consumer buying behaviour. The
further study can be done by applying this
theoretical process into practical. The study can be
RESEARCH ARTICLE
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International Journal of Scientific Research and Engineering Development-– Volume 2 Issue 5, Sep – Oct 2019
Available at www.ijsred.com
ISSN : 2581-7175 ©IJSRED: All Rights are Reserved Page 131
done on an industry or a product/brand. The
empirical research also considers for the further
study on this topic. This process is only about the
buying decision of consumer further study can be
done on the buying behaviour of consumer at
digital platform.
IV. METHODOLOGY
This study is concerned with the consumer buying
decision process. In this paper, author tried to find
out the process behind the consumer decision
making towards the products. The study focused on
consumer decision making process. The study
began with the research questions why, how and
which process people/consumer purchase the goods
or services.
The research is completely theoretical, no primary
data used in this study. The study follows the
qualitative approach. The collection of data in this
paper is secondary data such as books, websites,
blogs, published papers and research journals
articles. Initially, the 60 articles/books/blogs
included in this research but during the scrutiny 15
articles/books/blogs were deducted. So, the only 45
articles/books/blogs considered in this research and
15 wrote as a reference in the bibliography. The
study based on existing theories.
V. CONCEPT OF CONSUMER BEHAVIOUR
Consumer behaviour is a broadly study field.
Consumer behaviour is the study for explaining the
consumer why, what, when and how buy a product
or a brand (Kumar, John, &Senith, 2014).The
understanding of consumer buying behaviour
completely is still impossible because it is related
very closely to human mind. However, the
understanding of consumer buying behaviour on
digital platform quite possible through several
analytical software. But completely understanding
of consumer buying behaviour are still impossible.
Consumer behaviour is a behaviour towards
purchasing of goods. Every person wants to satisfy
its needs. Needs is a part of human life. For
satisfying the need, a person goes to the market for
buy the goods in exchange of money. The
understanding of consumer behaviour is an
important part of marketer. Consumer
behaviour is the study of how people make
decisions about what they purchase. The behaviour
can be pre-purchase and post-purchase. It also helps
companies to identify the opportunities.
VI. CONSUMER BUYING DECISION PROCESS
It is vital to know the consumer buying decision
process. The consumer buying decision process are
the decision-making processes begin by the
consumer to buy the goods or services in exchange
of money in the market before, during and after the
purchase of goods or services (Lumen, n.d.).It helps
the seller/marketer for selling its goods or services
in the market. If the marketer successful to
understand the consumer behavior according to the
consumer buying decision process towards the
goods or services, then it may successful for selling
its goods or services. Fig. 1 shows consumer buying
decision-making process step-by-step. The
consumer buying decision process consists of five
stages Problem recognition, Information search,
Evaluation of alternatives, Purchase decision, and
post-purchase behavior. It shows that how a
consumer start thinks before to buy a product. The
buyer can use all five stages during decision
making process towards a product. Perhaps, the
buyer can also skip the one or more stages, it’s all
depends on consumer mind (Kotler at el. 2017, p.
155.). Every human has different mind to other
humans. For instance; A person buying his/her
regular brand of milk every day when the need
arises. So, the chances of skipping information and
evaluation are more as compare to the highly
involvement products. Basically, it depends on the
human nature. But in case of buying a car where
involvement is high. When the consumer going to
buy a car, then the customer can’t skip any step out
of five. (Kotler at el. 2017, p. 155.) This process
works especially for new purchase or highly
involvement of consumer purchase. Some
companies focus on understand the consumer
experience in learning, choosing, using and
International Journal of Scientific Research and Engineering Development-– Volume 2 Issue 5, Sep – Oct 2019
Available at www.ijsred.com
ISSN : 2581-7175 ©IJSRED: All Rights are Reserved Page 132
disposing of the product. (Kotler & Keller 2016, p.
195)
Fig. 1 Consumer buying behavior process (Dulce Alonso's
Marketing Portfolio)
Need recognition
It is the first stage of consumer buying decision
process. It is also known as “Problem recognition”.
It starts with the basic need like air, water, food and
shelter. It may also start with a step ahead of basic
need (Kotler & Keller 2016, p. 195; Kotler at el.
2017, p. 155-156.). The company should
understand the consumer need and focus on to
satisfy it (Shma, 2012). In the need recognition, the
companies can find out the need of the consumer
and creates marketing strategies (Kotler & Keller
2016, p. 195; Kotler at el. 2017, p. 155-156.). For
instance; a person is hungry then the food is its
desire, but a good food may satisfy it. So, the
company should focus on to satisfy the need of
consumer. After this stage, the next stage is
information search.
Information search
It is the second stage of consumer decision-making
process. When a consumer goes to the market for
buying goods or services then consumer recall
his/her thinking towards the product, if the past-
experience positive or good and consumer satisfied
then consumer buy that product and search of
information end itself. But the past-experience
negative or not good then the consumer begins the
information of search of that product. The
consumer also searches the information of the
product when he/she want to try new product
(Clow& Baack 2016, p.76). The consumer begins
search about the product in this stage through
several sources. The Kotler stated that “Consumer
can obtain information from any of several
sources. These include personal sources (family,
friends, neighbours, acquaintances), commercial
sources (advertising, sales people, dealer and
manufacturer, web and mobile sites, packaging,
displays), public sources (mass media, consumer
rating organization, social media, online searchers
and peer reviews) and experimental sources
(examining and using the product)” (Kotler at el.
2017, p. 156.). For instance; if a person wants to
buy a smartphone then the person gives more
attention to the smartphone ads, he can get the input
from family or friends and he also gets the
information regularly regarding the smartphone.
Evaluation of alternatives
This is the third stage of consumer buying decision-
making process. It comes after the information
search which is the second stage of buying
decision-making process. When a consumer
collects the information of a product or a brand then
the consumer ranks the product or brand and then
next step is evaluate it. For ex; a consumer wants to
buy a car then he/she will collect information about
the car brand after collecting the prefer brand,
he/she will evaluate from the alternative brands.
It is difficult to understand the consumer behavior,
but the marketers focus on some step such as first-
consumer want to fulfill it needs & wants and
second- consumer want to more benefit from the
selective brand. (Kotler & Keller 2016, p. 197). If
the companies understand the evaluation process of
International Journal of Scientific Research and Engineering Development-– Volume 2 Issue 5, Sep – Oct 2019
Available at www.ijsred.com
ISSN : 2581-7175 ©IJSRED: All Rights are Reserved Page 133
consumer then the companies can take the benefit
from the consumer evaluation of alternatives
process.
Purchase decision
This is the fourth stage of consumer buying
decision-making process. The consumer has
decided to buy a product after collecting
information from several sources, evaluate it and
decided for the where to purchase and what to
purchase. Consumer purchase the brand or product
which he/she gives the highest rank in the
evaluation stage. The purchase decision also
influenced by the surrounding environment.
Post-purchase decision
The post-purchase decision is the fifth and last
stage of consumer buying decision-making process.
The companies work doesn’t stop if the customer
buys a product. The companies should know the
behaviour or view of the consumer towards the
products. After the use of the product, the customer
might be satisfied or dissatisfied. If the consumer
satisfied, then the chances of retention are more of
the same product and satisfied consumer can also
influence the other people to buy the product. The
chances of increasing the loyalty of consumer
towards the product are maximum and if the
consumer become loyal towards the product then
the chances of retention of product are maximum
by the satisfied consumer. If the consumer retains
the product then the sales of the product increases,
if the sales of the product increase then the overall
aim of the company getting profit will achieve.
If the consumer is not satisfied or dissatisfied by the
product of the company, then the problem arises. A
consumer can be dissatisfied for number of reasons.
The consumer can dissatisfy, if the company
promise something and didn’t deliver that then the
consumer can be dissatisfied. For instance; a car
company promise to the customer for free services
but at the time of the services company denied then
the dissatisfaction increase. It is only a single
example.
The concept of satisfied or dissatisfied consumer is
all about the consumer expectation and consumer
perceived. If the consumer expectation meets the
product which he/she perceived, then consumer
may satisfy. If the consumer expectation does not
meet the product which he/she perceived, then
consumer will dissatisfy. (Kotler at el. 2017, p. 157.)
VII. LIMITATION
Every research has some findings and conclusion.
Similarly, the research’s also have some limitations
as well. Apart of the contribution and importance of
this research, this study also has some limitations as
well, like almost every research. This research is
about the understanding of the consumer buying
decision making process. But it also has some
limitations. The study is limited theoretically. In
this study, the author only study on the process of
the consumer buying behaviour process. The author
didn’t work with a practical example i.e., case study.
The other limitation of this study is no empirical
research.
VIII. CONCLUSION
This research studied on consumer buing decision-
making process. Based on the analysis it can be
concluded, consumer uses all five stages during
decision making process in those products which
purchase rarely or occasionally with the high
involvement. The consumer purchase goods or
services with low involment in decision making if
the product is daily usage or low cost products. For
buying daily usage products, the most probability is
to skip the one or more than one stages in the
decision making process. The peoples buy a goods
or services whenever need started. This research
helps the understanding of consumer buying
decision making process towards the products.
Nonetheless, the further study can be done by the
quantitative approach. The quantitative approach
provides the practical use of this approach. It may
provide the relationship between all five stages with
each other.
International Journal of Scientific Research and Engineering Development-– Volume 2 Issue 5, Sep – Oct 2019
Available at www.ijsred.com
ISSN : 2581-7175 ©IJSRED: All Rights are Reserved Page 134
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Citations (12)
References (12)
... Sumber :Dulce Alonso dalam Qazzafi (2019) Tahap pertama dalam keputusan pembelian konsumen yaitu need recognition atau pengenalan masalah. Perusahaan harus dapat mengetahui kebutuhan konsumen dan menciptakan strategi pemasaran (Kotler & Keller, 2016). ...
... Ketika seorang konsumen mengumpulkan informasi dari suatu produk atau merek maka konsumen memberi peringkat pada produk atau merek tersebut dan kemudian langkah selanjutnya adalah mengevaluasinya. (Qazzafi, 2019). Biasanya, konsumen memilih salah satu atribut terpenting yang menjadi dasar pengambilan keputusan akhir atau menggunakan metode cut-off (misalnya, harga, kualitas, merek, dll.) (Stankevich, 2017). ...
... Konsumen telah memutuskan untuk membeli suatu produk setelah mengumpulkan informasi dari beberapa sumber, mengevaluasinya dan memutuskan tempat untuk membeli dan apa yang akan dibeli. Konsumen membeli merek atau produk yang dia beri peringkat tertinggi dalam tahap evaluasi (Qazzafi, 2019). Keputusan pembelian juga dipengaruhi oleh lingkungan sekitar. ...
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... There have been many studies regarding how digital marketing can affect millennial purchase de-cisions in the last five years. However, the studies were found in a non-virus outbreak situation where the results found that digital marketing can influence how millennials decide to purchase online in pan-demic situation [12,10,9] ...
... This study concludes that even though the Government has declared to stop the offline business and minimize the business movement in Indonesia due to Covid-19, digital marketing can help the fashion Small Medium Enterprises (SMEs) keep maintaining the business. The most interesting point is that both in the non-virus outbreak, as in line with the studies from Qazzafi and Tandon [10], and during virus outbreak, digital marketing influences the millennial customer in helping the purchase decision. ...
Does Digital Marketing Affect Millennial Purchase Decision in Covid-19 Situation?
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... Qazzafi (2019) examined the process and model of customer behavior when purchasing a product with high or low engagement. The consumer buys products when the need arises, and the consumer uses all five steps of the consumer decision-making process when buying expensive products with a high degree of involvement, while the likelihood of skipping one or more stages increases with low involvement or daily use of products [23]. ...
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... References on the topic are given in [1][2][3][4][5][6][7][8][9][10]. The Fig.1 demonstrate the work flow model of the proposed sales prediction system, initial stage which collect 12 months data set in to individual files, then which are combined into single data set. ...
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