Essays on Recognition, Information Search, Alternatives Evaluation, Purchasing and Post-Purchasing Stages Coursework

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The paper "Recognition, Information Search, Alternatives Evaluation, Purchasing and Post-Purchasing Stages" is a perfect example of marketing coursework. The global market is increasingly growing competitive. In this regard, market structures and organizational marketing approaches are increasingly changing due to the changing market needs. In a study on the existing market conditions, Birdsall (2000) established a number of changing market trends. In this regard, the author linked the existence of technological changes and cultural shifts to drastic market changes. Resultantly, the changing markets result in ever-changing customer buying behaviour. Customers buying behaviour represent perception and approach through which customers perceive the market goods and services. The perceptions implicate the overall buying trends in terms of quantity and regularity.

Key customer buying behaviour factors influencing their buying decisions include consumer needs and motivation, personality and self-concept, consumer perception, consumer learning and involvement, as well as the consumer attitude and development and change (Strydom, 2004). This essay examines the influence of these factors on consumers’ purchases on electronic products such as mobile phones. In this case, the essay evaluates how the identified customer internal factors influence the diverse decision-making stages namely the need recognition, information search, alternatives evaluation, purchase and post-purchase stages. Discussion Need Recognition Stage A need is defined and described as a deficiency to human satisfaction.

In this case, a need represents an aspect in which its fulfilment would lead to ultimate human satisfaction. In the identification of needs, Rakowski (2008) argued on Maslow’ s hierarchy of needs in society. In this case, the theory argues that human needs vary and can be categorized into diverse sections depending on the drive and the nature and severity of needs.

In its analysis, the theory held that individual financial, social and personal attribute influenced their needs levels as well as types. It classified needs into physical, Safety, social, esteem as self-actualization. In this case, the theory held that individual needs rose above the hierarchy as enumerated. Consequently, they start off with each level and once each level is satisfied they move onto the next level. It is the needed level that forms the basis for consumer buying motivation. The existence of a need level in the consumer market leads to the recognition of the need.

Consumers will, for example, identify a need for safety about job security and products standards and hygiene once their physical needs are met. As such, when their basic needs on shelter, food and clothing have been met. About purchasing mobile phones, the consumer market motivation is varied depending on the need and expected usage of the mobile phone. On one hand, as Madaan (2009) states, consumer segment could be motivated by the need for social interaction and belonging. As such, they purchase mobile phones to allow them to connect, network and relate with people accordingly.

On the other hand, a section of the customer base perceives mobile phones as a basic need. With increased globalization and business, interactions communication forms a basic need in business success. Therefore, such a consumer segment purchases mobile phones as a necessity rather than as a luxury. Consequently, the two emerging motivations in the market result in increased product feature diversity. In this case, for those purchasing the products as a necessity, need communication features such as text messages, efficient calls connection and emails connection.

On the other hand, the segment purchasing or social reasons will need additional applications, designs and models to match their social classes need.

References

Beck, J. R. (1999). Jesus & personality theory: Exploring the five-factor model. Downers Grove, Ill: InterVarsity Press.

Birdsall, N. (2000). New markets, new oppurtunities?: Economic and social mobility in a changing world. Washington, DC: Brookings Inst. Press

Davis, J. (2010). Competitive success: How branding adds value. Chichester, West Sussex, U.K: John Wiley.

Koch, J., Eisend, M., & Petermann, A. (2009). Path dependence in decision-making processes: Exploring the impact of complexity under increasing returns. Business Research, 2(1), 67-84.

Madaan, K. V. S. (2009). Fundamentals of retailing. New Delhi: Tata McGraw Hill Education Private Limited.

Mruk, C. J. (2006). Self-esteem research, theory, and practice: Toward a positive psychology of self-esteem. New York: Springer Publishers

Park, J., & Lennon, S. J. (2006). Psychological and environmental antecedents of impulse buying tendency in the multichannel shopping context. The Journal of Consumer Marketing, 23(2), 58-66.

Rakowski, N. (2008). Maslow's hierarchy of needs model: The difference of the Chinese and the Western pyramid on the example of purchasing luxurious products. Norderstedt: Grin Verlag

Stavrovski, B. (2006). Optimality principles and posterior information as decision making factors in internet marketing. Journal of American Academy of Business, Cambridge, 9(2), 21-26.

Strydom, J. (2004). Introduction to marketing. Cape Town, South Africa: Juta

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