Perceptions And Attitudes Of The Consumer Buying Process

Beliefs and attitudes A belief is a conviction that an individual has on something. Through the experience he acquires, his learning and his external influences (family, friends, etc†¦), he will develop beliefs that will influence his buying behavior. Customer possesses specific belief and attitude towards various products. Since such beliefs and attitudes make up brand image and affect consumer buying behavior therefore marketers are interested in them. Marketers can change the beliefs and attitudes of customers by launching special campaigns in this regard. To change the brand s marketing message or adjust its positioning in order to get consumers to change their brand perception. Stages of the Consumer Buying Process Six Stages to the Consumer Buying Decision Process (For complex decisions). Actual purchasing is only one stage of the process. Not all decision processes lead to a purchase. All consumer decisions do not always include all 6 stages, determined by the degree of complexity. The 6 stages are: 1. Problem Recognition (Awareness of need) difference between the desired state and the actual condition. Deficit in assortment of products. Hunger--Food. Hunger stimulates your need to eat. 2. Information search- 1. Internal search, memory. 2. External search if you need more information. Friends and relatives (word of mouth). Marketer dominated sources; comparison shopping; public sources etc. A successful information search leaves a buyer with possibleShow MoreRelatedWhat is Psychographics?885 Words   |  3 PagesWhat is Psychographics? Psychographics is a research focused on the psychological aspect of the buying behaviour and consumer lifestyle that includes their activities, interests and opinions. 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