In my analyzes the consumer purchase process begins when an unsatisfied basic determinant creates sufficient tension to motivate the consumer to take action. The tension may be the result of an internal photogenic need. Such as hunger, or a need aroused by some external stimulus, Such as a provoking advertisement or sight of the new product. Dissatisfaction with the present brand or product could also result in need arousal. Once the need is sufficiently aroused the individual perceives a motive for taking action to satisfy this need.
The individual’s basic determinants and environmental influences operate simultaneously to affect buying behavior. Past experience published information and the individual’s personality are also involved in evaluating a purchase decision.
In the formulation of purchase strategy, once a goal is recognized both product and brand alternatives must be identified. The search for alternatives and the methods used in the search are influenced by such factors as the time and money costs, the amount of information already possessed by the individual and the estimated perceived risk of making a wrong decision.
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