Introduction
This paper presents a comprehensive analysis of factors influencing consumer behavior. Through primary qualitative research, the paper explores customer perception towards different purchasing decision elements such as cost, motivation, brand, decision-making conditions, and post-purchase satisfaction.
Research Questionnaire
- Which item did you buy, and what factors motivate you to purchase it?
- Did you consider the price of this item against that of a perfect substitute when you were purchasing?
- Were you persuaded by the item brand, or did you purchase it based on your perception of potential benefits?
- What other environmental conditions influenced your final decision to purchase this item?
- Did you get the value for your money after usage of this product as you had perceived before purchase?
Summary of the Responses
Analysis of the Responses
The respondents bought an iPhone, a Gucci leather bag, and a vintage BMW coupe. The prices for the three items were $490, $90, and $2,700, respectively. The respondents’ answers suggest an interesting trend on the impact of pricing, brand, perceived satisfaction, and environmental factors on purchasing and product intake decisions.
Impact of Brand Persuasion in Purchasing Behavior
A typical customer is persuaded by the desire to emulate a product considered as a strong brand and would be more than willing to purchase such an item to fit in the bandwagon. This is basically an inspiration beyond just the benefits of a product to the excessive and ideal achievement of perfection. Therefore, a customer would want to identify with a product that is associated with perfection and superior quality.
For instance, the third respondent noted that I love vintage BMW coupe…I dropped other options I had before and concentrated on closing the deal because BMW is my thing. The same trend was noted with the second and first respondents who were inspired by the brand name in their purchasing decisions. The first respondent confessed that I actually wanted to buy a phone…I am always fun of the Apple brand, which I think is the best in the market. On the same note, the second respondent also associated brand persuasion as an important factor in the purchasing decision-making matrix. This respondent noted that I am a Gucci maniac, and I could not resist buying a leather Gucci bag. This similarity trend in brand persuasion in the purchasing behavior can be associated with the three psyche angles of superego, ID, and ego.
These angles are significant ingredients for psychological brand orientation and perception towards a product. Apparently, the Apple, Gucci, and BMW brands have perfected this aspect to convince the respondents that these brands are a symbol of perfection. The respondents tend to correlate the brands to extreme functional performance, perfection, and ideal conform. As a result, the high enthusiasm and sophistication associated with these brands have installed a permanent positive image in the minds of the three respondents to accept the BMW, Gucci, and iPhone as brands for reinforcing positive personality.
Pricing and Consumer Purchasing Behavior
The respondents seem to suggest that item price and general pricing strategy determine their decision-making process when purchasing an item. In all three circumstances, the respondents were attracted by the pricing package in comparison to perfect substitute products in the market. For instance, the first respondent was very specific in stating that the offer pricing for iPhone actually contributed to his final decision of purchasing this item.
The first respondent noted that the price of this item was $490 on offer against the everyday price of more than $600. I saved almost $120. The same trend was noted with the third respondent who confessed that the car was $2,700, which was very friendly compared to the cost in other dealerships. However, the second respondent was not persuaded by the pricing since he bought the most expensive bag within the same brand line.
Rather, the third respondent was persuaded by the quality and was willing to pay more to get this element. This respondent noted that the bag was a little bit more expensive by $20 since other bags were $70. However… the quality and unique color made me buy it anyway. In the first and third scenarios, the purchasing decision was based on product palatability as related to pricing impression. However, in the second scenario, pricing palatability was further integrated to direct appeal to perceived quality and taste.
Perception on Potential Benefits and Product Intake
The responses to the question on perceived benefit and its influence on purchasing behavior suggested a similar trend from the three respondents. Apparently, all the respondents attributed the perceived overall benefit of a product as a motivation for purchase and eventual usage. The perceptions of benefits are controlled by the emotions and self-concept attitude towards the real or perceived usage of a particular item. For instance, the first respondent noted that I heard this particular product had a lot of nice features. The second respondent was of the opinion that I was convinced this bag would help me set the trend for my peers.
In a quick rejoinder, the third respondent opined that I love vintage BMW coupe because of high performance. Apparently, the three respondents could link the perceived internal and external benefits of the products as a significant motivational feature behind the purchasing decision science. This trend is similar to the hierarchy of influence model, which functions on the tenets of continuance, adoption, and intention. Basically, the perceived benefits attached to each of the items influenced the respondents to have an intention to adopt these products for continued usage.
Other Factors Influencing Decision Making to Purchase
A myriad of factors was identified by the respondents as responsible for influencing their purchasing and product intake behaviors. Among the notable factors include cultural, social, and psychological, and personal beliefs. The cultural factor includes the mindset that associates a product with a positive perception in the society. For instance, the second respondent argued that I am a fad guy and cannot resist buying a new thing in the market. I was convinced this bag would help me set the trend for my peers.
Apparently, the social factor was a strong motivational aspect in the buying decision of this respondent. Personal factors include biases or beliefs an individual holds towards an item or brand. For example, the third respondent noted that the color, shape, and space inspired me to close the deal in minutes. These are personal product traits that this respondent admired about the BMW coupe. The psychological factors include an instinctive force or drive that influences the process of making a decision on whether to buy a product or not. The first respondent was heavily influenced by the psychological factor of purchasing the Apple product.
This respondent stated that since I am an owner of the previous model, I predicted this latest version would even give me more satisfaction. Basically, the results of the previous model motivated this respondent to acquire the new model. In the mind of the third respondent, the outcome of acquiring the latest version of a product he has owned would surpass the past experience.
Post-Product Intake Analysis: Value Perspective in Consumption Behavior
Apparently, the responses indicated that the majority of customers get perceived value during the phase of product usage or consumption. The positive outcome could be associated with previous experiences that inspired continued use. For instance, the first respondent alluded that Apple never disappoints. I got new features that were not on my previous phone…I got more than I had predicted. The second respondent noted that I got the value for money and would not mind buying from the Gucci brand in the future. Gucci never disappoints. However, despite being a loyalist of the BMW brand, the third respondent had a negative response in relation to the post-product intake analysis.
Specifically, the respondent noted that I was not pleased with the car as I had expected. It had a leaking engine and an overheating fun. The pessimistic feedback could be attributed to the state of the BMW brand at the time of purchase. Thus, the negative feedback is an isolated case since the respondent bought his favorite brand in a second-hand state. The findings suggest that a positive response to post-product intake could be associated with a previous association with a similar product or brand. Apparently, all the respondents were repeat-customers for their respective brands.
Consumption Patterns and Typical Consumer Product Intake Behavior
The findings revealed a similar trend in the factors influencing product intakes, such as pricing, brand persuasion, past experiences, and perceived benefits. The findings conform to the attitudinal theoretical model that places customer decision-making on perceptions and clear intentions. For instance, premium brands are associated with quality and would generally attract a loyal following among customers. Moreover, a repeated experience with a similar brand would create an internal feeling of satisfaction and general brand loyalty, as summarized in the Awareness, Trial, Reinforcement, and Nudging (ATR & N) model. Therefore, the above trends are similar in any typical customer purchasing decision process.