Consumer Behavior Process

Consumer behavior can be defined in three words: buying, having and being. It is the study of the process which involves how, why and what an individual or group select, purchase, use and dispose the product, services, experiences or ideas to satisfy their needs and desires (Solomon, 2015). In simple word, Consumer behavior is the process consumers go through when they make purchases (Lombardo, n.d.)
The needs, want and demands of each and every customer is unique. It has been very difficult to point out the exact need of consumers. The behavior of consumers has been changed day by day. So, marketers have to do lots of research to know changing consumer behavior. Most of the marketers recognize consumer behavior is an ongoing process. Marketers need market to sell their product, services, ideas and experiences and consumer want to consume such product, services, ideas and experiences to enhance the standard of their life. So, the exchange occurs in the market, in which two or more organizations or people give and receive something of value, try to satisfy the needs of both parties. It is an ongoing process. While purchase or exchange valuable items, the consumer goes through pre-purchase, purchase and post purchase stages which can be described as
·         Need recognition
To purchase something, consumers first feel the need of that particular product, services, ideas or experiences. The consumer must have reason to believe that what they want, where and how (Jones, 2014). For example, a student of Wescliff University may need laptops to do the assignments. So, for that student, purchase of laptop became a need.
·         Information search
After pointing out the need, the consumers start to search information regarding that product or services via different medium. It can be thought social media, TV, radio, internet, friends, family etc. For example, the student starts to search information of different laptops which will suitable for him.
·         Evaluation of alternatives
After getting enough information, the student start to evaluate which brands of laptop will suit him on the basis of its function, prices, expected features etc. He can choose laptops of dell, apple, hp, acer etc according to his need.
·         Purchase decision
After evaluating the alternatives, the student finally reach into the purchase decision by exchanging money with laptop. He will buy the product which best suits him.
·         Post-purchase evaluation
If the consumer did not get the expected result from the product, then the revenue of company and customer loyalty towards the product decreases (Jones, 2014). So, the post purchase evaluation is also the part of consumer buying process which has direct relationship with consumer behavior.
References:-
Jones, S. (2014). The Six Stages of the Consumer Buying Process and How to Market to Them. In Business2community. Retrieved from    http://www.business2community.com/consumer-marketing/six-stages-consumer-buying-process-market-0811565#AxcRSemvq2qZYUkd.97

Lombardo, J. (n.d.). Understanding the Consumer Decision-Making Process: A Marketing Must.

            In study.com. Retrieved from http://study.com/academy/lesson/understanding-the-consumer-decision-making-process-a-marketing-must.html

Solomon, M.R. (2015). Consumer behavior: Buying, having and being. New Jearsey. Pearson Education, Inc. 

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