Consumer Behaviour in Action Coursework Example | Topics and Well Written Essays - 500 words

Consumer Behaviour in Action - Coursework manikinNeed recognition results from imbalance between actual and desired states as a result of a stimulus that motivates the individual to make buying decision (Lamb et al. 2011). Stimulus may be internal such(prenominal)(prenominal) as hunger or external such as an advert. Need may arise if original product malfunctions, runs out or discovery of a more superior product. This prompts the emptor to start the decision process by gathering necessary information. However, if a product is available which satisfies the bring, there is no need for information search. development may be internal or external and depends on whether the buyer is super involved with the product or not. The level of involvement depends on previous experience, interest, perceived risk, and situation (Lamb et al. 2011). twist purchases and low-cost goods are low-involvement therefore, do not require a lot of information. The buyer may rase skip searching for infor mation and make purchases. If buyer has previous product experience but is unacquainted(predicate) with current brand, he/she may search for little information hence low-involvement. However, if perceived risk is high, the buyer is highly involved thus extensive information is sought (Blythe, 2008). For example, a routine product corresponding hotdog does not require more information while an expensive car or mob is a high-involvement product requiring more information. Information can be from personal sources like family, co-workers, friends commercial such as advertising, salespeople, displays public such as newspaper, TV, consumer organisations or experiential such as using the product. Information sought regards price, quality, compatibility, capability, among other attributes. Once buyer gets information, he/she carries out evaluation to determine the right select among alternatives.