consumer buying behaviour

consumer buying behaviour The buying behaviour of individuals and households who buy goods and services for personal consumption. A number of different people, playing different roles, have been identified in the decision to make a specific purchase:

It is usual to regard a consumer’s decision to make a specific purchase as having five stages:

This model emphasizes that the decision process is sequential and combines both mental and physical activities. In broad terms, the first four of these stages constitute the decision phase. This is followed by the actual purchase, and the subsequent experience of using the newly acquired product. If this experience is positive it can act as a reinforcement to make further similar purchases. A negative experience will encourage a change to another product or supplier.

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