Consumer behavior is the survey of persons, groups, or organisations and the procedures they use to take, use, and dispose of merchandises, services, experiences, or thoughts to fulfill their demands and the impacts that these procedures have on the consumer and society ( Noel, 2009 ) . Consumer behavior mixes elements from psychological science, sociology, societal anthropology and economic sciences and it besides intends to understand the purchaser determination doing procedure, both in single and in groups ( Noel, 2009 ) . There are assorted elements which can act upon consumer behavior, recent research implies that it may change depending on the purchasing state of affairs. This essay is traveling to specify the chief types of purchasing state of affairss, outline the features of them and explicate factors which are likely to impact client engagement in each state of affairs.
In general, there are three major types of purchasing state of affairss ( BE, 2005 ) .
- The new undertaking is a concern purchasing state of affairs in which the purchaser purchases a merchandise or service for the first clip.
- The modified rebuy is defined as a concern purchasing state of affairs in which the purchaser wants to modify merchandise specifications, monetary values, footings, or providers.
- Straight rebuy is a purchasing state of affairs in which the purchaser routinely reorders something without any alterations.
The three types of purchasing state of affairss could be significantly different. Assorted factors may work in different state of affairss. Every clip when the purchaser is to take a purchase determination, purchasing state of affairs can be different, it may or may non be the same as the old 1. The distinction between the two purchasing state of affairss may be caused by the absence of any or all of the undermentioned factors ( LME, 2006 ) .
- Awareness about viing trade names in a merchandise group.
- Customer has a determination standard.
- Customer is able to measure and make up one’s mind on his pick.
Harmonizing to the factors above, the three major types of purchasing state of affairs could be evidently different.
The new undertaking could besides be defined as extended job work outing state of affairs ( LME, 2006 ) . In this state of affairs, the purchaser has no past experience for merchandises and he is wholly new to purchase the merchandises which require some and extended attempts for a purchaser to make up one’s mind about the merchandise purchase. It may take clients longer clip to do a determination because it could hold a greater hazard or cost and take more clip in acquiring know of the new merchandises.
Modified rebuy could besides be called as limited job work outing state of affairs in which supplies a alteration and gives the client with new experience and new penchant ( CM, 2005 ) . It gives a opportunity to the client to seek something new. If the debut of a new trade name or a merchandise shows many advantages to the client, it could necessitate a alteration in the clients ‘ determination standard. For illustration, a homemaker decides to purchase a soap and she sees a new liquid lavatory soap which promises to maintain her tegument soft and moisturized, the trade name besides promises to give vitamin E, which the maker claims is required in temperate conditions. The liquid lavatory soap trade name is available in four aromas.The battalion can be refilled every clip the soap gets to the full consumed.Now this debut is likely to alter her determination and may be the pick standard. If she spends some clip in measuring the liquid lavatory soap against the normal saloon soap and so decides to seek it, we conclude that for her it was a limited job work outing state of affairs ( CM, 2005 ) . As can be seen, modified rebuy might frequently take to a test purchase. The client may even make up one’s mind to go on with her current merchandise pick. Generally it has been admitted that trade name extension scheme helps the client to cut down the elements of newness in the purchase determination.
Straight rebuy is besides known as extended job work outing state of affairs and it is characterized by the presence of all three standard for distinction ( CM, 2005 ) . In other words, clients are cognizant of his or her picks, they know what they are seeking for, as his or her pick, what precisely his demand is and which is based on personal experience of either ego or others might be relations, friends or the clients have heard about it that is known to be called every bit good messages.
By and large, the clients spend small or no clip taking options of the merchandise and the replacements of the merchandise.Brand trueness is comparatively higher here. Furthermore, this is a purchasing state of affairs where a client perceives a low hazard in purchasing the merchandise and/or the trade name. For illustration, a homemaker goes to the store or a supermarket and spends much less clip in taking her toilet articless, drinks like tea or java and other nutrient merchandises. For each clip she goes to purchase the things for household demands and demands, she by and large finishes up purchasing the same trade name.
As it is shown above, the three factors which make the distinctions between the purchasing state of affairss appear different in each state of affairs. Therefore, there could be different factors which affect client engagement in each state of affairs. In general, there are four of them ( Song, J.H. and Adams, C.R. , 1993 ) :
- Capacity: What it does for a purchaser ;
- Quality: How good or ill it does the specified maps ;
- Price: The sum paid by the purchaser ;
- Effort: The clip and energy expended by the purchaser.
These four factors are most likely to impact clients to do the determination when they are making a purchase, which could take part otherwise in the three purchasing state of affairss.
In the new undertaking purchasing state of affairs, because client has no experience for the merchandises, it may hold more factors impacting the client engagement. The clients could see all the factors: capacity, quality, monetary value and besides trade name, it could take the clients more clip than other purchasing state of affairss. It could be the purchasing state of affairs which is most likely to impact client engagement.
The houses have to put all the factors right if they want to pull new clients or they want to develop a new merchandise. In the modified rebuy state of affairs, clients may contrast the old merchandises with the new 1s. As the clients understand what they need and what the merchandises can make, the factors like quality and monetary value are of import to impact the client engagement. Sometimes, a good debut of the capacity is of import as good. In this state of affairs, the trade name trueness could besides move as an of import factor of impacting the client engagement. It besides may take clients rather a long clip before doing a determination. In the consecutive rebuy state of affairs, the clients know precisely what they need, they have already cognize the information about the merchandises they want. Therefore, the most likely factors which could impact the client engagement are the capacity and the quality. Once the houses have done good on the quality of their merchandises and besides do a good debut of the capacity of merchandises, it could do clients passing less clip on doing a determination. It may allow clients experience easy to be involved in the consuming.
In decision, there are three major types of purchasing state of affairss, which are new undertaking, modified rebuy and consecutive rebuy. Three factors make the purchasing state of affairss be different from the others, clients may confront different jobs in these state of affairss. Therefore, there are four chief factors which are likely to impact client engagement. Each state of affairs could besides hold different types of factors which consequence the client engagement. All of the above suggests that consumer behaviors do vary depending on the purchasing state of affairs. More research could be done on what houses can make to better the client engagement while taking their merchandises.