Consumer Behaviour Essay Example | Topics and Well Written Essays - 750 words - 1

Consumer Behaviour - Essay Example In this respect, it is especially important in determining its characteristics. In addition, there is also insight it provides with regards to the consumer behavior and likely actions, which allow for the identification of problems and opportunities in marketing the product afterwards. There are at least five stages/steps by which the consumer makes his or her purchases: 1) need recognition; 2) information search; 3) evaluation of alternatives; 4) purchase; and, 5) postpurchase behavior (Lamb, Hair and McDaniel 2008, 140). Some experts add some stages in the process, such as with the model developed by Engle, Kollat and Blackswell, which divided the consumption stage into two - consumption and post-consumption - and adding a unique element in the form of divestment (Verma 2007, 178). All in all, the stages are pretty straightforward and speak for themselves. For instance, need recognition pertains to the actual desire, want or need of a consumer. This is usually the first stage in th e process, but the rest of the stages do not strictly follow the order by which they were outlined here in this paper. The stages as outlined by this paper highlight the fact that consumer purchase decisions are influenced by several factors - both external and internal influences. Personal desires, wants and needs as well as the available information and influencers are just some of these variables. They have to be understood in order to make sense of the complexity of the process. Finally, there is also the fact that consumer decision-making process does not end with the purchase of the product. For product developers, it may as well be an endless cycle that is why understanding the process is crucial in order to identify some semblance of pattern and coherence and make use of it in product development and in marketing. Theory 2: Family Roles influence on decision Making   Certainly, the motivating factors behind each consumer's purchase behavior are unique and different. Howeve r, the role of the family as a single most important variable in the decision-making process for all consumers is the same for most consumers in most purchase decisions. This powerful influence, according to Blythe (2006) is due to three reasons: 1. the parental influence in the case of the children is deeply embedded because it started the earliest and therefore impact the children's perception of everything that follows; 2. the parental desire to do what is best for the children and the family; and, 3. the influence of siblings as role models, particularly when the sibling is older or in some cases the carer or the adviser (138). The above reasons were just the fundamental ones especially when considering the fact that in some families, membership is not confined to the parents and their offspring. Rather, there are also the extended family such as aunts, uncles, cousins and grandparents. Finally, it must be underscored that within the family or within household, a relationship ex ists, wherein each member has a role and participates in every decision-making process. This relationship, role and participation are underpinned by other issues such as gender and other variables that characterize the interpersonal relations within. Collectively, they can define who