Stimulating buying behaviour
An element in understanding consumer behaviour refers to the relationship between a stimulus of some kind created by the organization, such as a new product, the way information about the innovation is processed by the consumer and the response the consumer makes having evaluated the alternatives. The stimulus is captured by the range of elements in the marketing mix which the company manipulates to achieve its corporate objectives. These stimuli derive from the product or service itself or from other elements of the marketing mix developed by the company to support its products and services.
Process refers to the sequence of stages used in the internal processing of these influences by the consumer which highlights the cause and effect relationships in making decisions. These processes include the perceptual, physiological and inner feelings and dispositions of consumers toward the product or service being evaluated. These internal processes characterize the buyer's state of mind and the disposition to respond in a particular way.
The third component refers to the consumer's response in terms of changes in behaviour, awareness and attention, brand comprehension, attitudes, intentions and actual purchase. This response may indicate a change in the consumer's psychological reaction to the product or service. As a result of some change in a stimulus, the consumer may be better disposed to the product, have formed a better attitude toward it or believe it can solve a particular consumption problem. Alternatively, the response may be in the form of an actual change in purchasing activity. The consumer may switch from one brand to another or from one product category to another. Consumer responses may also take the form of a change in consumption practices whereby the pattern of consumer behaviour is changed.
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