Who is a consumer?

A consumer is anyone that ‘consumes’ goods, which could be physical or non-physical. We consume information as much as literal goods like clothing, food, and products. Marketing research dives deep into what drives a consumer to make a purchase. Why is it that we prefer a particular brand over another? Why that specific brand of milk versus the other?

Why does studying consumerism matter?

The study of Consumers is a fascinating field. What motivates consumers to make purchases? According to Psychology Today, Businesses and big corporations spend out big money every year, trying to study trends to best understand how to market to people (Consumer Behavior, n.d.). Consumers themselves can learn a lot about themselves as well from this field. Are we buying things a loyal customer, are we buying out of habit, or is it by impulse or bargain?

These motivations can change depending on the circumstances. When looking for where to vacation, you may be looking for that bargain, and when you are buying your clothing, you may be a loyal consumer and stick to a specific brand of clothing. For myself, I’m an impulse shopper, buying things that float my fancy more than looking for a deal or buying out of habit.

What influences your buying decisions, and how?

There are many things influence a purchase. It could be that you are looking for a brand that is more environmentally friendly, you’re taking comfort or wellness into account in your purchase. Principals that influence a consumers purchases are Psychological factors are how a person responds to an ad or message about a product. This is determined by their personality and their thoughts and views. Personal factors such as age, demographics and background. Social Factors such as who the consumer shops with. Ex: Kids, spouse, parents, and friends.

All these things determine how consumers act. If you understand the why behind the scenes, you can predict and determine how to get consumers to shop for your product.

Which stage actually leads to your purchasing decisions?

First, what are the stages of the consumer purchasing decisions?

There are five stages. The five stages of consumer purchasing decisions are:

1. Problem recognition: Recognizes the need for a service or product
2. Information search: Gathers information
3. Alternatives evaluation: Weighs choices against comparable alternatives
4. Purchase decision: Makes actual purchase
5. Post-purchase evaluation: Reflects on the purchase they made
   
   So the answer is: Stage four. The purchase decision occurs when the consumer actually makes the purchase.

When making a buying decision, how are you influenced by marketing research and marketing design?

When making a decision on purchasing, there is a lot that goes into what influences a consumer. Colors, packaging, pricing, location, shipping costs, etc. For myself, when I’m looking at a product what influences me? An ad on the TV may be looking at my demographics, they may be looking for a young, married woman with children, who has little time outside of work. This research into my demographic plays towards my day to day life, and are playing towards influencing me to buy that certain product. What influences me? Is it easy to buy? Online retail is surging up with big retailers like Amazon leading the way. Amazon makes shopping easier now with Prime shipping so I can get my product within 24-48 hours of purchase. Pricing is big, as I’m less willing to buy something off Amazon if it’s double the price of my local retailer. Design is important as well. Products in flashy packages are more likely to get bought versus bland alternatives.

Do you experience any post-purchase behavior?

Have you ever gone home after having gone to the store, and feel a little guilty because you spent double the budget? Maybe you are giddy because you just found the best deal of the year. Post-Consumer behavior is how you feel after you make a purchase. If you feel happy with a purchase you have made, you are more likely to return to buy that product. If I’m buying something that I know is super bad for the environment, I may have buyer’s remorse. I may not have liked the service that came along with buying that product, maybe the sales rep was rude and now I’ve felt like I’ve supported that service. Of course, there is also supporting a business you may or may not support morally, such as purchasing a sandwich from Chick-Fil-A when their CEO has made his religious views clear. All these aspects can lead a person to feel a certain way about the product they’ve just purchased. Everyone feels it at one time or another, but it’s just another factor into figuring out how and why we purchase something.

References

Consumer Behavior. (n.d.). Psychology Today. Retrieved September 4, 2022, from https://www.psychologytoday.com/us/basics/consumer-behavior#why-consumer-behavior-matters

https://www.business2community.com/consumer-marketing/six-stages-consumer-buying-process-market-0811565