Factors Influencing Consumer Buying Decision Process For Different Products And Brands

Headnote

Abstract

The consumer buying decision process varies with different products and brands. For consumer products, brand associations, perceptions, images, experiences, beliefs, attitudes, brand image can influence consumer buying decisions. Also advertisements and emotional appeals can influence consumer buying decision process to a great extent. For industrial products, emotions do not play any role and the decision to purchase is more a rational decision based on functional values and prices. This decision is also a collective decision taken by a purchase committee. For the services sector, products and services, the consumer buying decision process is influenced by factors like product prices, services offered, timely delivery, use of technology, etc.

Key words

Consumer buying decision process, different products and brands, emotional value, functional value, brand image

Introduction

Consumption is the sole purpose of all production activities. Peter Drucker says, "It is the consumer who determines what the business is 4. A consumer is the one who does some physical activities and deliberates to take decisions concerning purchase based on his or evaluation of products and services. Consumer behavior reflects the totality of decisions with respect to acquisition, consumption and disposal of goods, services, time and ideas." When Montegomery stores used it to differentiate his mail order from other retailers, they said, "Satisfaction Guaranteed or money back". Commitment to customer satisfaction is the slogan of many companies now. Consumer behaviour is the key success of any company. There are various factors influencing consumer buying decision process for different products and brands. These factors are highlighted in this article.

Literature Review

As Kretter, Kadekova et al (2010) state, "Country of origin of food and consumer preferences in segment of university students" consumers prefer attributes such as freshness, flavor and also price. Consumers prefer fruit juices because of their flavors and freshness. Gupta & Gupta (2008) "fruit drinks how healthy and safe" discussed that fruit drinks are popularly used in the most urban households today are flooded with a large variety of fruit juices, e.g.: mango, apple, guava, litchi. The main reason for increased consumption of fruit juice is the changing life styles and rising level of health consciousness among consumers and parents. They believe that these drinks provide superior nutrition because of their status and high beverage costs....