Consumers buying behaviour is the total sum of a consumers’ attitude, preferences, intentions, and decisions regarding the consumers behaviour in the marketplace when purchasing a product or a service. The study of consumer behaviour draws upon Social Science discipline of Anthropology, Psychology, Sociology and Economics.(Grimsley, 2008).
According to (Grimsley, 2008), there are five standard behavioural model; problem recognition, information search, evaluation, purchase and post purchase evaluation. First, problem recognition, the consumers have realized that they have an unfulfilled need or want. Second, to gather information relevant what the consumers need to solve the problem; Third, evaluation is to evaluate consumers needs, wants, preferences, and financial resources available for purchase. Fourth, purchase, at this stage the consumers will make a purchasing decision based on the price or availability. Finally, post-purchase evaluation; the consumers will decide whether the purchase actually satisfies their needs and wants.
Understanding and consumers behaviour and purchasing decisions is a powerful marketing tool. Some purchase decision are spur of the moment and involve little thought, whereas others takes months of deliberation, personal decisions can be made for personal reasons.
Others are socially influenced, such as wanting to buy the same brand of product other consumers buy. Moreover, consumers buy a product for economic reasons.(Gartenstein, 2018).