The Consumer Buying Behavior
The Consumer Buying Behavior In addition to a company’s marketing mix and factors present in the external environment, a buyer is also influenced by personal characteristics and the process by which he/she makes decisions. The consumer’s decision making process is the decision process beginning with the recognition that a problem exists to a series of steps a consumer may pass though before choosing a brand. The decision-making process for consumers is anything but straightforward. Many factors can affect this process as a person works through the purchase decision. The number of potential influences on consumer behavior is limitless. Marketers have to tailor their marketing efforts to take advantage of these influences in a way that will satisfy the consumer. The internal and external influences affect all steps in the consumer buying decision process. Some external influences include; culture, groups, and situation. Wheres Internal influences includes; Perceptual filter, Attitude, Knowledge, Personality, Roles, Involvement. (1) Need recognition/problem awareness Need recognition refers to when buyer recognizes a problem or a need.