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18/06/2020 05:22:35 AM

Factors Affecting The Decision To Choose The Digital Marketing Course At Conando Company- P3

1. Consumer behavior

Consumer behavior is all activities directly related to the process of finding, collecting, purchasing, owning, using and disposing of products / services. This includes decision making that takes place before, during and after the above actions. (James F. Engel, Roger D. Blackwell, Paul W. Martinard - Consumer Behavior 1993)

Through a number of definitions, it can be affirmed that the object of research on consumer behavior is the whole act of participating in exchange activities to satisfy human needs.

The key issue for a company to formulate effective marketing strategies is to understand how consumers' needs and their purchasing processes are carried out through stages where marketers can discover. I have to do how to satisfy consumers. This is the basis for businesses can plan effective marketing programs for the target market of the business.

So marketers who want to find out how the stimuli affect responses need to do two things: First, customer characteristics will influence whether they will be aware and how to respond to stimuli; Second, the purchasing decision-making process will affect customer behavior.

2. Consumer behavior process

The buying process for customers usually consists of five stages

Needs recognition: Consumers recognize that their needs may come from themselves and often they are physiological needs such as hunger, thirst, ... to some extent and people have to buy pepper products. used to satisfy them. In addition, needs can also be evoked due to the outside influences of friends and those around them. The buying decision process starts with recognizing a shortage or feeling that something is needed. This may be a specific need for a certain product or just feel missing without being aware of something specific. The psychological, physical and social stimuli in the consumer environment will create a sense of inadequacy among consumers.

The important distinction between the current situation and the desires associated with the potential purchase appears in the consumer's perception that they will be motivated to solve the purchase problem. However, this difference is large enough to make customers take action.

Information search: When customers recognize their needs, they may or may not continue to do something to satisfy their needs. This depends on the importance of time needs. However, usually consumers will take the next step is to search for information in such forms as internal, external, previous and continuous search. Searching for previous information may be either internal or external or both. It may not focus on the specific needs of consumers, although search efforts also aim to make better purchasing decisions to address purchasing issues.

Evaluate of alternatives: When customers have gathered enough information from internal and external sources to identify the different options that can satisfy their needs, the next step is that they will measure, evaluate Pricing options vary according to some of the key criteria. Objective and subjective standards are used to evaluate these options such as price, style, warranty, brand, etc.In particular, the quality and value of products are the two most important standards. This is an important standard that most buying decisions use, which is both a subjective and an objective standard. Although customers use many different criteria for the process of evaluating options, the importance of each standard may vary. In most purchasing situations, only a few standards will emerge and be used by consumers to make a final decision.

Purchase Decision: After customers gather enough information through the process of finding, sorting, and evaluating options based on important criteria, consumers are prepared to make a buying decision. When making a purchase intent, the buyer can make five specific decisions, namely decisions about trademarks, decisions about sellers, decisions on quantity, decisions on time and mode of payment.

Post-purchase evaluation: After purchasing a product, consumers will feel satisfied or disappointed and will have the following purchase behavior and this is also a top concern of service providers in the environment. school competition. What determines whether a customer is satisfied or not with a purchase? The answer lies in the relationship between customer expectations and the actual capacity of the product they receive when they consume the product. Whether customers are satisfied or dissatisfied is extremely important to the future of the service provider.

Nguyen Thi My My