Review Of Literature On Customer Preference

Review Of Literature On Customer Preference-46
Kotler and Keller (2005) consider this stage as one of the important stages as the consumer considers all the types and alternatives taking into account the factors such as size, quality and also price.Backhaus et al (2007) suggested that purchase decision is one of the important stages as this stage refers to occurrence of transaction.

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One of such studies of consumer buying behaviour has been conducted by Acebron et al (2000).

The aim of the study was to analyze the impact of previous experience on buying behaviour of fresh foods, particularly mussels.

In the next stage, consumer searches information related to desired product or service (Schiffman and Kanuk, 2007).

Information search process can be internal and external.

The author further explains this by the fact Chinese tradition of taking care of young and old family members have long been developed and marriage is considered to be extremely important in Chinese tradition.

This reflects in the findings of the study that the purchase of imported health food products made by a person for the people outside the family is declined significantly by both male and female Chinese after they get married.Although the findings indicate that there is a weak relationship between the product packaging and brand experience.However, it has been proven by the findings of the research that low-income consumers have greater brand experience from the purchase of ‘premium’ products when compared to their experience from purchasing ‘cheap’ brand products. Google(); req('single_work'); $('.js-splash-single-step-signup-download-button').one('click', function(e){ req_and_ready('single_work', function() ); new c. The topic of consumer behaviour is one of the massively studied topics by the researchers and marketers in the past and still being studied.Five Stages Model of consumer decision making process has also been studied by a number of other researchers.Although different researchers offer various tendencies towards the definitions of five stages, all of them have common views as they describe the stages in similar ways.Researchers show different reasons as to why consumer behaviour has been the topic of many academics and researchers.One of the common views is that understanding consumer behaviour has become a factor that has a direct impact on the overall performance of the businesses (Kotler and Keller, 2012).Lee (2005) carried out study to learn the five stages of consumer decision making process in the example of China.The researcher focuses on the facts that affect the consumer decision making process on purchasing imported health food products, in particular demographic effects such as gender, education, income and marital status.


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