by Tanya Smith

Created on: March 08, 2009   Last Updated: June 22, 2009

Understanding consumer buying behavior is the cornerstone to good marketing. Consumer buying decisions are based on a variety of factors depending on the product being purchased. Sometimes, a product is purchased based on a simple need, such as replacing a broken toaster. In other cases, it may be a desire to acquire new technology, such as a plasma tv. Items which are purchased regularly, such as staples for your kitchen milk, bread and butter are guided by routine responses. These products are bought regularly when they run out and consumers do not tend to give much thought to what they are purchasing, aside from minor brand preferences or small price differences.

Other items require limited problem solving abilities. Purchasing a major light fixture is a good example. The buyer must decide what style they want, what price range they would like to buy within, and determine a few longer-term preferences such as what type of bulbs they want it to use, perhaps depending on whether it is a fixture in a high ceiling that will make it a chore to change the bulbs in the future, or if the fixture is capable of giving the kind of light desired (dim light for ambience in a dining room or bright lights for a kitchen). The risk to purchasing the wrong fixture is moderate since the item could be replaced down the road if the wrong choice is made.

Larger items, such as purchasing a boat require an extensive set of buying considerations. How much the buyer can afford is a primary factor and what time of year to buy to get the best price is another. At the end of a boating season, a buyer can buy a boat much cheaper than in the Spring. Does the buyer want to buy a used or new boat? Is it for fishing or cruising? Does it need to fit a family of 5 with a couple of dogs, or is it for 2-3 fishermen? How fast does the engine need to be, depending on how far the boater will want to travel regularly? Is it for use on a lake or the ocean, requiring a heavier, sea-worthy frame? Does it have a warranty for future repairs? How much is insurance?

Once these things have been decided, the buyer make take several boats out on the water to test them and get a feel for the one he/she is most comfortable driving. After the purchase is made, the buyer will want to take friends and family out on the boat to get their opinion on his/her choice. This is the final stage of the buyer's evaluation of his purchase, when he/she really decides how well he chose.

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