消费者购买行为的概念并不是新的,它早在多年前就已经被发现了,目前的营销策略集中在消费者购买行为上。市场营销的目标是增长和充分利用他们的市场份额。消费者的决策过程是高度敏感的,是以他们的学习和经验为基础的。本文阐述了消费者的心理因素,特别是学习及其对购买方式的影响。运用黑箱理论和刺激反应理论对学习进行了解释。黑箱解释了消费者的决策过程和影响购买决策的因素。此外,该模型还突出了市场刺激、市场环境、买方刺激和买方反应。这些内部和外部因素都影响着每一个消费者的购买模式。
购买者是高度敏感的,而决策和营销刺激提供有关产品或服务的必要信息和知识。消费者也受到社会、心理因素的影响,如社会、家庭、个人、动机和学习。在实际消费中使用个人思维或经验来应对重复购买。自主学习有助于减少购买选择,缩小市场上的替代品。今天,现代企业已经采用了定制的营销技巧来理解思维和决策标准。认知学习帮助购买者记住每次购买时相似的买方会利用自己的经验做出决定。满意的消费者不会在问题识别和其他决策过程中进行信息搜索。营销者通过积极学习影响购后决策。
The concept of consumer buying behaviour is not new, it has been discovered ages ago .The current marketing strategies focuses on consumers buying behaviour. The marketing aim is to grow and make best use of their market share. Consumer's decision making process is highly sensitive and is based on their learning and experience. The paper explains about the consumer's psychological factor particularly learning and its effect on buying pattern. Learning has been explained with the help of theories, using black box and stimuli response theory. The black box explains the consumer's decision making process and factors that affect buying decision. In addition this model also highlights the market stimuli, market environment, buyers' stimuli and the buyers' response. These internal and external factors aim to influence the purchasing pattern of every single consumer.
Buyers are highly sensitive while making decisions and marketing stimuli provide necessary information and knowledge about the product or service. Consumers are also influenced by social and psychological elements like society, family, personal, motivation and learning. In practical consumer use personal thinking or experience to response repetitive buying. The self learning helps to reduce the buying options and narrow down the substitutes available in the market. Today modern companies have adopted the customized marketing techniques to understand the thinking and decision making standards. The cognitive learning helps the buyer to remember the previous purchase each time when similar arise buyer will use own experience to make decision. Satisfied consumer will not go for information search which comes after problem recognition and others steps in decision making. Marketers can influence post purchase decision by positive learning.
Provided examples indicate the importance of buying behaviour and fortune 500 companies have used these elements to increase their retention rate. E.g; Dettol marketing explains the buyer's response and trust which they have developed by using psychological marketing and positive cognitive learning.
To enhance the learning process Marketer used education and awareness program to develop the learning of every single consumer. E.g. Toyota Lexus on other hand also focus experience as their marketing strategy. By understanding the need and market trust they introduced Lexus (Premium product) which leads the market from decades. Marketing techniques plus additional value added service enable them to enhance the customer experience. Toyota consumers were happy and satisfied with original band. By constructive experience Toyota succeeded to develop new market for luxury automobiles. While exploring consumer learning it was observed that customer retention has a direct relation with positive learning. It is also suggested that marketers must use buyer behaviour and need as the primary research of market study.
Financial products and services require more understanding of consumers. It also needs to develop conceptual framework together with service marketing to deal with individual consumer. As explained it's become more challenging for the marketers to understand, satisfy and influence the consumer to use financial services. By focusing customer experience, strong perception, service quality and trust marketers can influence the decision making and supplier choice. Parasuraman's, A., Zeithaml, V.A. and Berry, L.L. (1985) says that it's very difficult for a consumer to choose financial product