Thursday, 13 December 2007

This is what iam

Myself as a consumer.
Personal factors: 1. Demographic factors: i would prefer to buy an expensive laptop with unique features.This groups me under the extensive decision-making in the consumer buying behaviour since i have to make alot of comparison before making the purchase.
2. Situational factors: I was planning to buy a camera next year but unfortunately i found one on offer with 199€ instead of 399 euroes.I was thus forced to buy out of m plans. The situation put me in the impulse buying behaviour.
Psychological factors: 1.Perception: It varies with people. my perception for things is always fast and sensitive. For instance my perception on the washing soap in kenya would be positive on ushindi soap to panga soap. Being a frequently used item, it classifies my consumer behaviour as routine response behaviour. Its a low cost item hence i wont need alot of time to make comparison.
2.Social factors: a) Reference group; I always take values from my friends.For instance i would buy a geans trouser mainly because my friends comment on it or rather if my friends suggest that its stylistic. On the other hand i wont easily buy it if my friends suggest that it doesnt fit me.
b) Social classes: My consumer behaviour will highly be dictated by my social class. For instance i wont dress like an illitrate guy and on the other hand i cant dress expensively like the prominent stars,who would even put on chains costing thousands of euroes.

CONSUMER BUYING DECISSION I HAVE EXPERIENCED
Problem recognition: Wanted to buy a pair of new shoe.
Information search: After the identification of the above problem, i decided to know more on the shoe brand in the market, its fashion and its price. This was an internal searching done on my own.
Evaluation of alternatives: After evaluation, i based the result on the importance of the shoe (salience) i.e i had to buy black leather shoe because it would serve two things, as christmas shoe and later as school shoe which is part of the uniform.
Purchase: After choosing the shoe to buy i then purchased it.
Post purchase evaluation: After putting on the shoes for sometimes i was able to know its durability because it got torned after few months. This affected my future behaviou because i didnt expect to buy the same type of shoe again.

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