Review Of Literature On Customer Preference

Review Of Literature On Customer Preference-85
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.Researchers show different reasons as to why consumer behaviour has been the topic of many academics and researchers.

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One of the common models of consumer decision making process has been offered by Blackwell et al (2006).

According to him, the five stages of consumer decision making process are followings: Each stage is then defined by a number of researchers varying slightly but leading to a common view about what each stage involves.

Moreover, consumer decision making process, in particular, five stages of consumer decision making process will be discussed in detail.

It is worth noting that consumer buying behaviour is studied as a part of the marketing and its main objective it to learn the way how the individuals, groups or organizations choose, buy use and dispose the goods and the factors such as their previous experience, taste, price and branding on which the consumers base their purchasing decisions (Kotler and Keller, 2012).

In their studies the authors used structural equation model in order to identify the relationship between the habits and previous experience on the consumer buying decision.

Their findings show that personal habits and previous experience on of the consumers have a direct impact on the consumers’ purchase decision in the example of purchasing fresh mussels.The author employed questionnaire method in order to reach the objectives of the research.Analysis of five stages of consumer decision making process indicate that impact of family members on the consumer decision making process of purchasing imported health food products was significant.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.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.

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