Consumer buying procedure theory is a critical constituent of selling scheme. Consumer buying behaviour can be complicated and understanding it is the indispensable working of effectual selling direction. Before consumers make determination to purchase merchandises, they estimate carefully about their thought. Directors can think consumer ‘s determination procedure such as Problem acknowledgment, information hunt, and rating standards.
The first measure is Problem acknowledgment or Need acknowledgment. Problem acknowledgment is that consumers decide jobs to be solved and have desires that they wish to fulfill. The consumer considers a important difference between his or her current province of personal businesss and some desired or ideal province ( Solomon & A ; Rabolt, 2003 ) 1. Consumer attempt to compare between their coveted consumer life style that would wish to populate and experience, and current state of affairs that is impermanent factors impacting the consumer. If the consumer has a large spread between coveted consumer life style and current state of affairs, they will buy a merchandise for fulfilling the desire. However, if the chitchat is no different or they do non care about the job, they will non buy the merchandise.
Presents, telephone companies are pulling consumers to buy by their new merchandises which provide many sort of map. For case, Businessmen tend to necessitate utilizing nomadic phone presents in the society and the companies provide many utile maps for them. The new maps can assist them to look into concern electronic mails or look intoing concern information on cyberspace. If business communities do non hold a nomadic phone, they will non be able to reach other concern spouses and other people think the business communities is a dropout. Therefore, holding a nomadic phone is necessary for them, and holding new phone can be manner and tendency for immature business communities. So they will see buying the nomadic phone as smart phone. Nowadays, we besides can see other instance of buying the phone in the school. Harmonizing to Amanda Lenhart, 23percentage of all those ages 12-17 reference that they have a smartphone and ownership is highest among older teens: 31 % of those ages 14-17 have a smartphone, compared with merely 8 % of young person ages 12-13 in America ( Amanda Lenhart, 2012 ) 2. If many category couples are holding a nomadic phone, it can extremely impact the pupils who do non hold a phone to want holding smart phone. One of them might be able to inquire their parents to buy it.
On the other custodies, desire of purchasing nomadic phone and smart phone for most old people will be lower than the immature people because they are non used to hold nomadic phone. Having a nomadic phone and new maps in smart phone are unneeded for them and they can be satisfied their life without nomadic phone. It means the old people satisfied about their existent province as their old phone will non see about it. Like these three different groups has different desire and believing about the same merchandise. If the Businessman and the pupil ‘s parents consider purchasing a smart phone, they will travel to following phase is information research.
Following phase is information hunt. Information hunt is when the consumers search the needful information for work outing job or desire. The consumer recollects their ain yesteryear experience in their memory and it might supply the consumer with equal information to do the present pick. In add-on, The devising determinations are based on the personal experience is internal beginning, and selling and noncommercial information is external beginnings. For illustration, the man of affairs will remind what they know about new smart phone, compare trade names of smart phone. If they do non hold adequate information or they have non had the phone, they will roll up information from external beginnings as household and friend, cyberspace, and advertizements. Their cod information value and disbursement clip for roll uping the information is depending on their free clip to seek, and how nomadic phone is of import and interesting to them. Finally, if the man of affairs is satisfied with information of smart phone, they will travel to following phase. However, sometimes seeking information besides can be negative consequence. If the pupil ‘s parents can pass long hours to look into and collected many information, the parents can see negative side of smart phone like there are a batch of game application in smart phone, and the phone influence pupil to pass a batch of clip for chew the fating with their friends whenever they want. The parents will be able to be given to see about the negative sides and non to buy it to their kids. There is one more negative side of information research it is a failure. Harmonizing to Leon G.Schiffman, hunt sorrow can hold a detrimental consequence on retail merchants, because in this pilot survey shop incrimination and self-blame were non significantly correlated with each other ( 2010, Leon G.Schiffman, Leslie Lazar Kanuk ) 3. Therefore, information hunt can be both negative and positive.
Following phase is alternate rating. After consumer collect information, they compare the relevant and executable options has been gathered, the determination can be made. The appraising standard is the assorted characteristics a consumer looks for in response to a peculiar job. Harmonizing to Engel, Blackwell, and Miniard, appraising standards is defined as the criterions and specifications used by consumers to compare different merchandises and trade names. Appraising standards play an of import function in the rating phase of the determination devising procedure ( Engel J.F, Blackwell, R.D and Miniard, P.W, 1993 ) 4. For illustration, before buying a smart phone, the man of affairs might desire to measure cost, map, design, show size, trade name, and guarantee. Appraising standards can differ in type, figure and importance. If the man of affairs can make up one’s mind to buy a smart phone, they terminate information hunt, and they make a list of trade name or theoretical accounts from which they plan to do their choice. The standard they will utilize to measure each trade name or theoretical account as Evoked Set, Inert Set, and Inept Set. Evoked set is the specific trade names or theoretical accounts a concern adult male considers to buy within a peculiar merchandise class. Inert Set is 2nd pick of trade names or theoretical accounts of smart phone because they are felt to be unacceptable or they are seen as inferior. Last list is Inert Set, which consists of trade names or theoretical accounts the consumer is apathetic toward because they can non obtain any advantage from smart phone like a smart phones for pupil, or silver phone for old people. The two sort of smart phones are non suited to the man of affairs and the phones can be in list of Inert set. But, if they are still non certain which one they want to purchase, they will seek information once more. If the man of affairs decides to buy a smart phone
We can understand that consumer has different gustatory sensation, and want depend on their business. Their determination ways is really complex. However, selling directors can think consumers buying determination by the buying procedure.
Making determination to buy a merchandise is the last measure for consumers and the consumers can utilize Consumer determination regulations such as Compensatory and Non-compensatory determination regulations. Consumer determination regulation is processs used by consumers to ease trade name or other consumption-related pick. These regulations provide consumers determination guidelines or modus operandis to cut down the load of doing complex determinations.
Harmonizing to Leon G. Schiffman and Lesilie Lazar Kanuk, there are two consumer determination regulations. Compensatory determination regulations are that allows a positive estimation of a trade name on one property to equilibrate out a disadvantage point on other properties. Non-compensatory determination regulations are that do non let consumers to equilibrate positive ratings of a trade name on one property against a negative rating on other properties. In add-on, there are three Non-compensatory regulations such as the conjunctive regulation, the disjunctive regulation, and the lexicographic regulation. The Conjunctive determination regulation is consumers evaluate a separate, minimally acceptable degree such a cutoff point for each property. If a merchandise a negative point, the point is ignored from future consideration. The disjunctive regulation is the same with the Conjunctive regulation. In using the regulation, the consumers evaluate a separate, minimally acceptable cutoff degree for each property which should be better than the one usually established for a conjunctive regulation. If a point meets the cutoff established for any one property, it is accepted. The Lexicographic determination regulation is that the best ranks the properties in footings of the individual property that is considered most of import. If an option scores sufficiently high on this the best rank property, it is chosen and the procedure ends ( Leon G. Schiffman, Leslie Lazar Kanuk, 2010 ) 5. In my instance, I purchase a merchandise by the lexicographic determination regulation in Non-compensatory determination regulations. For case, there are four different trade name of nomadic phone as IPhone 4Gs, Sony Ericsson Xperia Arc X12, Samsung Galaxy S3, and BlackBerry Torch 9860. I will look into Price, CPU in General, Camera & A ; picture, 3G/4G Speed in Connective, and Screen. Harmonizing to GadGetbook, the most expensive monetary value of nomadic phone is IPhone around RM2199~RM2799 and the lowest cost one is Blackberry around RM1400~RM1600. Therefore, I marked each nomadic phone, Samsung Gelexy3 is 7 point, IPhone4Gs is 6 point, Sony is 9, and Blackberry is 10 point. Price of the Sony and Blackberry is much cheaper than Samsung Geluxy3 and IPhone. However, Both the Sony and the Blackberry does non hold other particular characteristic. The two Mobile ‘s CPU, Camera & A ; Video, and Connective get low Markss among the phones. Particularly, Sony provides a hapless quality of conjunction. High velocity of Connecting 3G and 4G is the most of import point for me because I need to utilize applications such as Skype which provide free call and picture call. If velocity of conjunction is slow, I will acquire a batch of deficiency while I am making the calls with my household and friends ( Gadgetbook,2010 ) 6.
As my consequence show chart of conjectural Evaluations for nomadic phone* , both the highest connective public presentation and the highest entire grade is Samsung Galaxy3. Hence, I will buy Samsung Galaxy 3 without
*Hypothetical Ratings for Mobile phone
Sony Ericsson Xperia Arc X12
( 6 )
( 9 )
( 7 )
( 10 )
General ( CPU )
( 9 )
( 7 )
( 10 )
1.2 GHz QC 8655
( 8 )
Camera & A ; Video
8MP 3264×2448 & A ;
1080p @ 30fps
( 10 )
3264×2448 & A ; 720p @ 30fps
( 9 )
3264×2448 & A ; 1080p @ 30fps
( 10 )
2592N…1944 & A ; 720p
( 7 )
( 8 )
( 6 )
21 Mbps HSUPA:
( 10 )
14.4 Mbps HSUPA:
( 8 )
640 x 960
( 9 )
480 x 854
( 8 )
720 ten 1280
( 10 )
480 ten 800 pels 3.7 inches
( 7 )
There is no debt that nomadic phone is really of import for people and me. Most people, presents, can non populate without a nomadic phone in the society and Mobile phone supports our life to be better with their many maps.
When I was in Korea, Mobile phone was non a so of import thing for me and I thought I do non necessitate to purchase an expensive high map of nomadic phone as camera phone although most of my friend was holding them. Therefore, I had a inexpensive and authoritative phone as no colour phones. However, after coming to Malaysia, my believing about nomadic phone was wholly changed because of my state of affairs it is analyzing abroad. First twenty-four hours in Malaysia, I did non hold any friend in here and I realized I need a nomadic phone for speaking with my household and friends who are in Korea. But I could non name to them whenever I want because of excessively high phone measure. Therefore, I desired to work out the job. One twenty-four hours, my sister introduced about IPhone that I can utilize free call and free message through utilizing IPhone application in WIFI zone. The map made me to be excited about smart phone. Actually, I had non thought that I would buy ache phone that is expensive. Finally, I bought Iphone3 and my life was changed by IPhone and the particular maps. The first alteration thing is that I can hold more speaking and chew the fating times with my household and friends thanks to the free call and free message application. Even father learnt utilizing smart phone and he frequently direct me message. If I did non hold a nomadic phone, I would non be able to reach my household, and Korean friends. It seems to me that it is the greatest fantastic advantage for me. Second alteration thing is that I use other a batch of applications and maps as camera and picture in nomadic phone and they are really helpful for me. I can take a image by the nomadic phone and upload on Facebook. I can read electronic books and playing games for clip killing whenever I want.
The nomadic companies improve their engineering and they catch what consumers ‘ privation and demand for pulling clients to buy. Having a nomadic phone becomes one of new civilization in the society. I am besides affected it. When I was immature, holding a nomadic phone was unneeded for me and I could non cognize about advantage of nomadic phone. It means that Classic phones could non pull me to hold. However, I can non populate without my phone now because of new maps of nomadic phone and I need them for my modern life.
1. Solomon, M.R. , & A ; Rabolt, N.J. ( 2003 ) . Consumer behaviour in manner ( 1st ed. ) . Upper, Saddle River, NJ: Prentice Hall. p.356.
2. Amanda Lenhart, 2012, Teens Smartphones & A ; Texting,
hypertext transfer protocol: //pewinternet.org/Reports/2012/Teens-and-smartphones.aspx
3. ( 2010, Leon G.Schiffman, Leslie Lazar Kanuk ) 2. Consumer behavior- prepurchase hunt, P.486. )
4. Engel, J.F. , Blackwell, R.D. , & A ; Miniard, P.W. ( 1993 ) . Consumer Behavior ( 7th ed. ) . P.51.
5. Leon G. Schiffman, Leslie Lazar Kanuk, 2010, Consumer behaviour, Consumer determination Rules, page 491~page492
6. ( Gadgetbook,2010 )
hypertext transfer protocol: //mobilemegamall.com/gadgets/Mobile-Phone-Price-Malaysia-10.html