How do consumers decide which particular brand of goods or services to
purchase? This is an eternal question that companies think about a lot. The
consumer buying behavior is an important research area with direct impact on the
marketing process of a firm. A firm’s ability to establish and maintain satisfying
exchange relationships requires an understanding of buying behavior. Today we shall look at the decision making process of a customer.
Buying cigarettes is generally associated with brand loyalty. Whenever someone smokes, the first question that is asked is "What brand do you smoke?". Even though there is little evidence to suggest that smokers are able to differentiate between brands based solely upon smoking cigarettes, brand loyalty is the key driver for cigarette sales for any brand.
Let's look at the decision making process of buying a cigarette:
1. Problem recognition: The decision making process starts with recognizing the problem. The problem at hand would be the urge to smoke, perhaps after a satisfying meal. This urge is due to the addictive properties of smoking. Many people develop a habit of smoking after every meal.
2. Information search: Once the problem of wanting to smoke has been identified, the search for information starts. This usually includes trying to locate a shop that sells cigarettes. India has a lot of small shops that sell tobacco products apart from an Indian delicacy known as 'Pan'. Such shops are usually run by a shopkeeper who is colloquially known as a 'Pandwaadi'. Thus, the search for a 'Panwaadi ki dukaan' (literally, "Shop that sells Pan") begins.
3. Evaluation of alternatives: Once one of the above mentioned shops has been located, the customer usually asks for his or her brand of cigarettes. However, if his or her brand of cigarettes is not available, he is presented with alternatives to his brand. Cigarettes usually carry a strong brand loyalty. Therefore the evaluation of alternatives really happens if the usual brand is not available. The customer is generally in a fix if his or her brand is not available and has to settle for something else.
4. Purchase decision: Once a conscious purchase decision has been made, the customer perform the actually purchase. This decision of purchase is satisfactory if he or she gets his preferred brand and less than satisfactory otherwise. At this point, the customer is most eager to have a smoke.
5. Postpurchase behavior: Interestingly, customers who buy and consume cigarettes have a mixed postpurchase behavior. While at one end the customer is happy at the satisfaction of the urge to smoke, there is also a guilt associated with the consumption of a potentially lethal substance. However, as is with any addiction, the psychological benefit of having satisfied an addiction is much more than the dangers associated with it.
purchase? This is an eternal question that companies think about a lot. The
consumer buying behavior is an important research area with direct impact on the
marketing process of a firm. A firm’s ability to establish and maintain satisfying
exchange relationships requires an understanding of buying behavior. Today we shall look at the decision making process of a customer.
Buying cigarettes is generally associated with brand loyalty. Whenever someone smokes, the first question that is asked is "What brand do you smoke?". Even though there is little evidence to suggest that smokers are able to differentiate between brands based solely upon smoking cigarettes, brand loyalty is the key driver for cigarette sales for any brand.
Let's look at the decision making process of buying a cigarette:
1. Problem recognition: The decision making process starts with recognizing the problem. The problem at hand would be the urge to smoke, perhaps after a satisfying meal. This urge is due to the addictive properties of smoking. Many people develop a habit of smoking after every meal.
2. Information search: Once the problem of wanting to smoke has been identified, the search for information starts. This usually includes trying to locate a shop that sells cigarettes. India has a lot of small shops that sell tobacco products apart from an Indian delicacy known as 'Pan'. Such shops are usually run by a shopkeeper who is colloquially known as a 'Pandwaadi'. Thus, the search for a 'Panwaadi ki dukaan' (literally, "Shop that sells Pan") begins.
3. Evaluation of alternatives: Once one of the above mentioned shops has been located, the customer usually asks for his or her brand of cigarettes. However, if his or her brand of cigarettes is not available, he is presented with alternatives to his brand. Cigarettes usually carry a strong brand loyalty. Therefore the evaluation of alternatives really happens if the usual brand is not available. The customer is generally in a fix if his or her brand is not available and has to settle for something else.
4. Purchase decision: Once a conscious purchase decision has been made, the customer perform the actually purchase. This decision of purchase is satisfactory if he or she gets his preferred brand and less than satisfactory otherwise. At this point, the customer is most eager to have a smoke.
5. Postpurchase behavior: Interestingly, customers who buy and consume cigarettes have a mixed postpurchase behavior. While at one end the customer is happy at the satisfaction of the urge to smoke, there is also a guilt associated with the consumption of a potentially lethal substance. However, as is with any addiction, the psychological benefit of having satisfied an addiction is much more than the dangers associated with it.
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