The paper "Factors Affecting Buyer Behavior of Students When Purchasing Books" is an outstanding example of marketing coursework. The success of a business venture depends on the understanding of consumer behavior of its buyers. The emphasis is on the relationship between marketing strategies and consumer behavior where the company’ s marketing strategy is intended to fit the market demand. While consumers can be buyers, payers and users, consumer behavior research is difficult to predict (Furaiji et al. , 2012). However, it extends beyond the facets of consumer behavior to consumer decision-making processes.
During pre-purchase evaluations, price rather than quality primarily determines the purchase preference (Kumar et al. , 2014). People purchase products owing to their perceived value and not their main function (Stavkova et al. , 2008). In the process of decision-making, buyer behavior is highly influenced by psychological, personal, social and cultural factors (Kumar et al. , 2014). The physical experience and satisfaction of purchase is the core ‘ behavioral primary effect’ where consumers make a repeat purchase of a certain brand in a similar purchase environment (Woodside, 2012). Marketers of products look for key individuals who make buying decisions by understanding the types of decisions and the steps taken to make those decisions.
The various in consumers’ decision-making process is due to the nature of products and type of purchase decisions (Tinne, 2011; Hasslinger et al. , 2007). While peers and friends may influence the purchase of household products such as television and soap, the family influences decisions relating to high-involvement products such as cars. Nowadays, consumer purchase decisions have become more complicated due to the broadened sphere for consumer choices and constant exposure to direct mailing, news sources and advertising campaigns (Muniady et al. , 2014).
Most of the literature identifies personal factors such as self-concept, occupation, lifestyle and age as significant elements in understanding consumer behavior (Kotler & Armstrong, 2007). On the other hand, Zhou and Wong (2002) observe that important segments of shoppers in the consumer segments are university students. The student market is easier to get feedback from, to reach and the fact that they are making crucial life decisions. This study sought to analyze consumer purchase behavior of University of Canberra students towards the purchase of books. 1.1 Problem definition In Australia, brand choice and quality are the most sought after product characteristic than the price when making purchase decisions.
Consumer involvement in the purchase of stationery products could be driven by situational, product and personal factors. Much is known about the purchase decisions in established stationery markets where consumers maintain limited brand repertoires (Woodside, 2009). However, students in the new purchase environment without the influence of parents present a challenge to marketing researchers. Marketers will find it easier to develop targeting strategies when this group of consumers are understood in terms of what drives them to make certain purchase decisions (Pride & Ferrell, 2007).
From a total of 18 million consumers in Australia, about 1 million of them purchase stationery such as books, pens, files and folders (Euromonitor International, 2015). Although consumer purchase behavior involves individuals making the buying decisions, the factors behind these decisions are of greater significance. Moreover, there are limited studies about student purchase behavior in the Australian context even after the emergence of new technologies such as online shopping.
To understand the student purchase decisions, this study sought to;
Euromonitor International (2015). Australia country profile. http://www.euromonitor.com/australia
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Kumar, A.H., John, A.F. & Senith, S. (2014). A study on factors influencing consumer buying behavior in cosmetic products. International Journal of Scientific and Research Publications, 4(9): 1-9.
Muniady, R., Mamun, A.A., Permarupan, P.Y. & Zainol, N.R. (2014). Factors influencing consumer behavior: A study among University students in Malaysia. Asian social science, 10(9): 18-25.
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Tinne, W.S. (2011). Factors affecting impulse buying behavior of consumers at superstores in Bangladesh. ASA University Review, 5(1): 210-209.
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