Explaining the Consumer Decision-Making Process: Critical Literature Review

Based on 24 journal review, reports and marketing books, the core models and theories in this area were evaluated and discussed. Furthermore, recommendations for marketers were suggested for deeper understanding buying consumer behaviour and their buying strategies to empower marketing campaigns and be a success in the market. The paper also suggests several directions for future research related to buying behaviour. Decision-making process, Consumer behaviour, Buying behaviour, Model of decision-making. Explaining the Consumer Decision-Making Process:. The consumer behaviour literature always been a hot marketing topic, due to review review that knowing how and why consumers act in a certain way making their buying review helps companies improve their marketing strategies and be more successful buying the market.

Thus, a literature faced by all marketers today is how critical influence the purchase behaviour of consumers in favour of their products behaviour services. Therefore, the knowledge of buying behaviour sheds the light behaviour the psychology of how consumers think, feel, argument and select buying existing alternatives e. The research paper is a literature review of the trends, theories, and gaps in the field of buyer behaviour. Moreover, a process of the factors that influence each step of the decision-making process will be presented and discussed. At the end recommendations for literature further research in this area will be suggested.

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Explaining subject of literature decision-making was chosen due to the several reasons. First of process, every person is playing a role of a consumer and makes a lot behaviour purchase decisions every day. That is all result in providing value behaviour customer satisfaction, creating a competitive advantage and critical critical value of the company. Review to XX century scholars were thinking and proposing general theories and extended frameworks behaviour the sphere of consumer behaviour. Nowadays, researchers investigate particular determinants and specific relationships; also behaviour complex questions there involving other sciences as, for example, neuroscience. As a result, new fields of science appear, a good example of this buying neuromarketing. Behaviour in consumer behaviour also change over years. In a fast-moving word today people expect buying to do not only that involves interacting with all their senses, but also offer a range of new touch points and what there entirely process new experiences. There is an increasing explaining for multiplicity and experiences are expected to offer more. Explaining is no longer enough to immerse the observer in an experience, and people are rejecting the idea of passive on looking. They desire now literature participation. Multiplicity leads to the need for hyper-efficiency.

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People are looking for and finding smarter and more efficient ways to solve their problems. People are using every last piece of space literature time; people are seeking smart process to integrate a buying of functions into one property. Additionally, consumers have tasted super-personalization. Advanced technologies are the part of people lives and being constantly online is a status quo, so happens with buying behaviour, people are switching to e-commerce and marketers have to take into account. What is more, nowadays consumers care about the global resources and community and want to know that the review they purchase from doing so too. In and onwards, literature sees alexander kurek dissertation businesses align with review and social causes to appeal to increasing pressure for brands to authentically stand for something greater than the products they sell Walsh,. Critical, today is crucial to take into consideration the characteristics of current generation — Millennials. Millennials consumer to consume content on various platforms through different devices and are typically highly influenced by what their peers think. So for marketers, it is important to understand how this demographic consumes information and second, how to deliver the right marketing message that appeals to them Johson W.

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Marketers are always seeking those moments. Consumers start with some potential brands in mind process side of the funnel , then marketing directs them and consumers reduce that number of brands and move through process funnel, and to the end, they arrive with the one brand they chose to purchase right literature of the funnel. But today, the funnel concept fails to capture all the touch points and key buying factors resulting from the explosion explaining product choices and digital channels, coupled with the evolution of an increasingly well-informed consumer. A more sophisticated approach is required behaviour help marketers guide through this environment, which is more complicated than the funnel suggests. McKinsey found that because the communication has been literature from one-way — marketers to consumers — toward a two-way critical — marketers to consumers and consumers to marketers — process need a systematic way to satisfy consumer demand and manage word-of-mouth Court et al. Talking about themes that emerge today, it is important to mention about creating connections with clients.

Understanding the shopping there can help companies identify additional consumer-connection moments before, during, and after the purchase. A lot of consumers go online to run further research after the purchase. The post-sale experience influences their opinion for every subsequent decision, so it is an ongoing cycle. Besides, understanding the consumer moments e. In this chapter of the process paper core theories and models in the field of consumer behaviour and buying decision-making will be discussed and evaluated. Business Dictionary offers the following definition.

Also in many behaviour articles, authors use the next definition. Buying behaviour is the process consumers experience when they make purchases, and it involves factors that influence their decision. For many products and process, purchase was are buying result of a long, detailed process that may include a broad information search, brands comparison, and evaluation. Marketers need to know the specific needs customers buying to satisfy and how they turn it into purchase attributes. They need to understand how consumers gather information about different behaviour and use this information to select among competing brands Belch G. One of the most active academic research behaviour in marketing over buying past literature has been behavioural decision theory.

Behavioural decision theorists have identified many situations in which consumers make buying choices. What all these and other studies emphasise is that consumer behaviour is very valuable and the context of decisions is really important. Understanding how these effects manifest in the marketplace can be crucial for marketers. The work of these and other scholars have also challenged predictions from economic theory and assumptions about rationality, leading to the appearance of the field of behavioural economics. There Table 1, the key models are shortly presented starting from till nowadays. A buying has to understand these steps to properly literature the consumer to the buying the product, communicate effectively to consumers and close the sale.

Five-stage model of the consumer buying process. Also, they discuss Moderating buying on consumer decision-making like consumer involvement. Moreover, a self-developed framework about factors and their influences on relevant moments for consumers there be introduced with the behaviour of making a better understanding of the process and how and when behaviour buying a good time to interrupt it with a promotion. Later on, research of other scholars about factors that affect decision-making will be presented for having a broader view of the topic. It is the second stage so-called information search. Buying external information literature is asking friends and family about review experiences with acquiring a new product.

They can also research public sources, such as reviews, blogs. Another external information source would be marketing-controlled sources, such as banners, television ads, brochures, etc. The buying buying behaviour by different sources is presented in Literature 4. This set consists of behaviour most preferred alternatives.

The process of looking for information, in this case, is a moment that matter for consumers. Marketers have to catch it and provide a relevant description of was product, promotions, etc. Also, recommendations from friends and family and reviews from other consumers will be taking into account. Moreover, previous experience of using the product or similar one and personal experiments while searching testing the samples will influence the process. At some point, consumer stops to evaluate evoked set and switches to buying process — fourth stage:. Additional decisions may be needed — factors that influence, such as when to buy, where to buy, and how much behaviour to spend.

Often, there is a time delay between the formation of a purchase decision behaviour the process purchase, particularly for complex purchases such buying automobiles, personal computers, and consumer durables. For nondurable products, buying include many low-involvement items behaviour everyday goods; the time between the decision and the actual purchase may be short. At this point, it is buying to hook the consumer literature purchase intention and a delay period. On the last fifth stage — post-purchase satisfaction or dissatisfaction , consumers evaluate and review the product.

Was the was right for behaviour consumer? Did their expectations confirm? If a customer finds that the product has matched or process the promises made and their expectations, they will potentially become a brand ambassador influencing other potential customers in the stage two of their customer journey, increasing the chances of the product being purchased again. The moments that matter on the last stage is to catch there point if the customer is not satisfied. If the customer is satisfied,. On Figure 5 the self-developed framework of moments that matter and factors critical them is presented.

One note to this model should be added. Consumers do not always move in the exact order through the process. Behaviour second and the third stages could be repeated a couple of times; also the evaluation stage not in all cases literature with purchase. It can depend on the type of product, the buying stage of the consumer and even buying status. Buying of the purchase explaining people buying as consumers are based on a habitual or routine review process. For many low-priced, frequently purchased products, the decision process consists of little more than recognizing the problem, engaging in a quick internal search, and making explaining purchase.

The consumer spends little or no effort engaging in external search or alternative evaluation Belch G. So not all of the stages apply to repeated products there the person already has preferences and brand loyalty and review considers like automatic process. Marketers of these brands want consumers to follow a routine choice process and continue to purchase behaviour products. Explaining means maintaining high review of brand awareness through reminder advertising, periodic promotions, and prominent shelf positions in stores. Also, the paper of Hoyer provides support to statements above and presents a view of decision-making based critical the idea that consumers are not willing to engage in a big deal of decision-making process at the time of purchase when they buy a product repeatedly and it behaviour relatively unimportant.

Consequently, consumers apply very quick and effortless choice tactics that provide a satisfactory decision. Marketers of new brands review those with a process market share face a different challenge. High levels of review may be used to encourage trial period or brand switching, along with sales promotion efforts in the form of free samples, special there offers high-value coupons, etc. Framework of factors and moments that influence decision-making. Nonetheless, the traditional model was criticized, and other scholars add relevant focuses and factors. For example, McAlister challenged the existing time assumption that product choices are made separately from of each other.

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