Consumers buying behaviour is the total sum of a consumers’ attitude, preferences, intentions, and decisions regarding on their behaviour in the marketplace when purchasing a product or a service. The study of consumer behaviour draws upon the Social Science discipline of Anthropology, Psychology, Sociology and Economics.(Grimsley, 2008).
According to (Grimsley, 2008), there are five standard behavioural model: problem recognition, information search, evaluation, purchase and post purchase evaluation. Problem recognition, the consumers will realize that they have an unfulfilled needs or wants. Information search is to gather information which is relevant to what the consumers need to solve the problem. Evaluation is to evaluate the needs, wants, preferences, and financial resources of a consumer which is available for purchase. Purchase, at this stage the consumers will make a purchasing decision based on the price or availability. Post-purchase evaluation, the consumers will decide whether their purchase will satisfies their needs and wants.
Understanding consumers behaviour and purchasing decisions is a powerful marketing tool. Some purchase decision are spur of the moment and it involves a little thought, where others will take months of deliberation, personal decisions can be made for personal reasons.Others were socially influenced, such as wanting to buy the same brand of product what other consumers buy. Moreover, consumers buy a product for economic reasons.(Gartenstein, 2018).
