Essays on Purchasing Process and Decision Making - Consumer Behaviour Coursework

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The paper "Purchasing Process and Decision Making - Consumer Behaviour" is a good example of marketing coursework.   A famous consumer analysis quote says: “ we surround ourselves with valued material possessions as a matter of our lives taking the course. A sense of linkage to the concrete and observable world external to ourselves permits us to obtain a sense of stability and continuity in an otherwise less stable existence” (Association for Consumer Research, 2013, p. 1). This reveals the mind of the consumers when deciding what they want to buy as well as possess.

Attaching material possession in consumers’ minds is the origin of the urge to have certain purchasing behaviours (Mugge, Schifferstein & Schoormans 2010, p. 273). When people possess material values, they tend to have the feeling of connecting with the external world. On the other hand, possessing valuable goods gives individuals a sense of being stable and the feeling of continuity. People usually judge themselves or others by their material possessions. They are what define them. However, material possessions enable people to gain happiness and satisfaction. They not only help people in establishing their boundaries but also aids in controlling their surrounding environment.

Consumer behaviour affects purchasing thus it is vital in marketing. This paper surrounds the famous quote in discussing, and analysing consumer behaviour that determines their purchasing process and decision making when purchasing products. Application of the quote in consumer behaviour Most scholars use this quote in discussing the implications of this sentence with regard to consumer behaviours. It means that individuals often have feelings of existence and belonging when they possess materials of value (Cherrier & Ponnor 2010, p.

9). Failure to possess materials of value brings about inferiority within the context of the external world. Material things in marketing discipline are tangible commodities or products. Nonetheless, the ability to possess material things has been a custom or a natural phenomenon. For instance, a child may force his parents to buy for him shoes that he has been seeing on the displays, and not by touching the shoes in the markets (Association for Consumer Research, 2013, p. 1). This explains the desire to possess material things. As people grow up, their senses of materialism also develop thus material possession forms an integral part of their life (Cherrier & Ponnor 2010, p.

10). Material possession makes people have a feeling of existence. On the other hand, it enables people to connect as well as link up their lives. Things that people buy reflect their personal wants and needs. In addition, it is always common that people continuously change their material goals as their lives proceed. For instance, a young professional may decide to buy a less expensive BMW but an older professional will decide on a more expensive BMW.

This shows how through material things that people possess to reflect their personalities and how other people perceive them. Moreover, material possession helps people with self-value their lives (Cherrier & Ponnor 2010, p. 9). Marketers have always engaged themselves in consumer behaviour research because it is vital in defining marketing strategies (Association for Consumer Research 2013, p. 1). Companies study behaviours of their target market that helps them in increasing sales. On the other hand, consumer behaviour is complex covers a wide area of marketing.

Other scholars use the term customer behaviour to refer to consumer behaviour (Cherrier & Ponnor 2010, p. 12). Customer behaviour is the process of decision making where customers decide on how, where, when and why they choose to purchase a product or not. It is interdependent and involves other disciplines like economics, psychology, and sociology (Mugge, Schifferstein & Schoormans 2010, p. 276). Moreover, the complexity in consumer behaviours is dependent both on internal, and external factors. Internal factors include peoples’ motivation, personality, beliefs and attitude (Mugge, Schifferstein & Schoormans 2010, p.

276). On the other hand, external factors include social class, culture, family needs. When these factors mix (market mix) the result is a buying action. However, consumers’ decision making does not solely depend on these factors. For example, a customer may decide to go buy a black shoe but while in the market, he or she may change mind and buy a different colour. This shows how customers’ decision making is dynamic and changing. They often change their purchase of original target objects due to a number of factors.


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