Title - Consumer Behavior &
Life Style Marketing with Purchase Process & Post Purchase Behavior:
Apparel store, Big Bazaar, Mumbai
Table of Contents
1.
Introduction
The theories of consumer decision-making process
assume that the consumer’s purchase decision process consists of steps through
which the buyer passes in purchasing a product or service. However, this might not be the case. Not every consumer passed through all these
stages when making a decision to purchase and in fact, some of the stages can
be skipped depending on the type of purchases. The study of consumer behavior
focuses on how individuals make decisions to spend their available resources
(time, money, effort) on consumption-related items (Schiffman and Kanuk,
1997). The field of consumer behavior
covers a lot of ground. According to
Solomon (1996), consumer behavior is a study of the processes involved when
individuals or groups select, purchase, use, or dispose of products, services,
ideas, or experiences to satisfy needs and desires.
The official definition of consumer behavior given
by Belch (1998) is ‘the process and
activities people engage in when searching for, selecting, purchasing, using,
evaluating, and disposing of products and services so as to satisfy their needs
and desires’. Behavior occurs either for
the individual, or in the context of a group, or an organization. Consumer behavior involves the use and
disposal of products as well as the study of how they are purchased. Product use is often of great interest to the
marketer, because this may influence how a product is best positioned or how we
can encourage increased consumption. Solomon (1996) proposed one of the earliest
models of consumer behavior. This model is shown in Figure 1
Solomon
Model of comparison process
2.
Importance of the Study
The underlying determinants of how and why people shop has been a topic of
study for many years when typologies of shopping styles were developed
(Bakewell & Mitchell, 2003:96). However, these studies have been successful
in demonstrating that some shoppers display consistent shopping orientations
that can be diametrically opposed. For
example, the functional shopper versus the recreational shopper (Jin & Kim,
2003:407) does not explicitly address the question of how to
measure consumer decision-making styles. Specifically, Generation Y buyers have
been brought up in an era when shopping is not regarded as a simple act of
purchasing (Bakewell & Mitchell, 2003:95). Generation Y consumers
are likely to have developed a different shopping style compared to
previous generations , which is extremely sensitive to changes in fashion (Ma & Niehm,
2006:621; Bakewell & Mitchel, 2003:95). Despite such assertions, there have
been very few studies which focused on
the shopping styles of Generation Y consumers which offer guidelines to
marketers and retailers on how these consumers make choices. Hence, the purpose of the study is to complement
existing research on consumer decision-making styles in fashion apparel.
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read more…….
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