Consumer buying behavior free essay sample

Through the interview of my friend Jamie Q’s experience of purchasing a luxury handbag, I realize how the consumer buying behavior operates in our real life. According to the experience of Jamie, she wants to buy a luxury bag, because she needs a bag, which can use at different situation. Also, she wants a luxury bag to improve the level of her taste. Then from the external searching she saw the a Prada bag at the Mission Impossible movie, and the leading lady was using this bag. After that, she starts searching more information about this bag on Google and Prada official web site. After the searching, she got the information that she needs. Through the evaluation of the criteria she got, she made her decision. When Jamie used the Prada bag, she was really satisfied about the product. Through explain Jamie’s buying behavior, people will clearly know the process of the consumer buying behavior and understanding it better. Background: Purchaser’s information: The purchaser is my friend and her name is Jamie Q. Product’s description: She bought a luxury tote, which is from Prada. It is a black Saffiano leather tote has double handle and detachable shoulder strap. There are two outside pockets on each side and two inside pockets. The price of this product on the Prada official website is 1,995 dollars. Date and location of purchase: She bought this bag at Italy at this summer. Approximate price paid: She bought this Prada tote for about 1,676 dollars, and there is 10% tax refund for tourist, so the final price of the bag is 1,508 dollar, which is much cheaper than the American web site. 1. Problem recognition Problem recognition describe: The initial step in the consumer buying behavior is problem recognition. Jamie realizes at her age, she does not really have a bag that can represent her taste, and can use it at any kind of situation. Therefore she really needs a bag that can use at different situation, which means the design should be is simple but chic. Jamie told me she has so many handbags, but there is no such a perfect handbag that she can use it at different situation. She told me she has so many bags to choose to fit the place she’s going to, she has to find a handbag that she can take to the engaging party, to the family’s party, and also to a date. Jamie said she is so tired of choosing a bag to fit the party she’s going to, so she really need a handbag that she can use at different situation, and she wants a luxury bag which can represent her taste. Role of psychological, social, situational influence She told me she has enough money to buy a luxury handbag. Depending on the psychological forces, she thought at her age owns a luxury handbag could improve her level of taste. It will be a turning point of her life, from a girl to a woman. After purchasing this Prada tote, she thinks people will trade her more seriously, and think she has a good taste. Role of marketing forces: Jamie knows there are so many luxury brand of handbags, and she knew that there will be a new collection for every year. 2. Search for Alternatives After the problem recognition, she starts to search the information about the bag, which is the second step of the consumer buying behavior. It has two parts, which is internal search and external search. When Jamie decided to buy a luxury handbag. She saw a movie star, Paula Patton was using a very fashionable Prada bag at the movie of Mission Impossible. The two ways of using the handbag was really attracted her attention. She told me she knew a little bit about Prada bags. This brand handbag is from Italy, and it is so popular at all ages female, because the design of the bag is so simple but fashion. And there are so many stars using this brand’s handbags before. Then from the external search, she searched some information that she does not know before on the Prada official website. She found there are some different colors and different size for this handbag. She also asks her friends who have already purchased this bag for more information. She found this bag has more sp ace to put her personal staff. And there are more pockets for her to organize her handbag. Also, the detachable shoulder strap is so convenient and special. So, she decided to purchase this Prada tote. Role of psychological, social, situational forces: From the psychological influences, Jamie has an ideal self-concept, she would like to see herself as a fashionable person. And she always follow the news of t every brand’s new collection. Depending on the social influences, that Jamie knows there is lots of famous people are using this Prada tote, and if she owns this Prada tote, people will think she has same taste with the famous people. Role of marketing forces: The Prada tote’s advertising is everywhere when it appears at the market, the fashion magazines, the movies, the famous people’s street style snaps. Jamie also saw the leading lady was using this new Prada tote at the Mission Impossible movie. Also, she has enough money to purchase this bag. 3. Alternative evaluation The third step of the consumer buying behavior is alternative evaluation. Jamie list and compare some criteria of purchasing this bag. Jamie has already decided that she was going to purchase a Prada handbag. First of all, there are several colors for her to choose, such as, yellow, blue, pink, navy, and red. At her first comparison she gave up the yellow, blue, red and navy, because they are not her favorite colors. Then from choose the best color between the pink and black she made a list, which showing below: Prada handbag Which color can use more often? Which color is always in style? Which color is more summer and special? Which color can use for a long time? Pink Fail Fail Win Fail Black Win Win Fail Win From the list she made she decision to buy a black Prada Tote. She told me, pink is really a summer color and attract people’s attention. However, consider she needs a bag she can use at different situation, and then the pink would not be the best choice. Also, while she is growing the color of the bag will become too over for her age. Black color seems more useful to Jamie, she thought black is more classic and will never out of style. She can use the black until she growing up and it still looks not to over. Then she compared to the size. There are three size, mini size, medium size, and large size. She told me that even thought the mini size is so cute but it is too small for her, because there is not enough space to let her put all her personal staff in it. The large size is too big, it makes her looks too adultness, which she does not want that happen. So, she decided to buy a black medium size Prada bag. Role of psychological, social, situational forces: From the psychological influences, Jamie thought these two bags are both fashionable, one can using at summer, the other one can use it at formal situation. From the situational influences, even two handbags are both beautiful, but the most important criteria is she need a bag that she can use at different situation. Role of marketing forces: She said there is no marketing influences at this stage, because both bags are from same brand, and has same price. 4. Purchase Decision The fourth step is purchase. After all the information search and evaluation of the alternative. She compared the price at different place she can purchase the tote. Even though she has enough money to purchase the bag that she wants, but she still would like to purchase this Prada tote at a cheaper price. There are three places she can purchase this handbag, which are official website, America, and Italy. Because, this Prada handbag is so popular of its design, it sold out immediately when it appears online. So, there are only two choices left for her. And then because, Jamie was going to travel to Europe after she made a decision of buying a Prada tote. And because this brand is from Italy, so it will be cheaper if her buy the Prada tote at the place of origin. So, she decided to buy the black medium size Prada bag at Italy when she travels to there at the summer break. Role of psychological, social, situational influence: From the psychological influences, there were lots of people were asking this bag at the store, she was so happy that they still have it available. From the situation influence, Jamie knows that she has enough money to purchase. What she need is to make a decision of the color. From the social influence, she tried both color at the store. Some consumer told her the black one is more classic and chic. Role of marketing forces: That all the brand of product are always cheaper if you buy it at the place of origin. 5. Postpurchase behavior After Jamie came back America with her Prada tote. She uses her new bag everyday. She is satisfied about what she bought. She told me that is the best choice she made. She found that the two ways of using this bag is really convenient. She can use it as a shoulder bag when she wearing some casual clothing. She also can use it, as a tote when she wants looks more elegant. She said she would strongly recommend this Prada tote to those people who need same handbags as her need. Role of psychological, social, situational forces: From the psychological forces, Jamie was very satisfied about what she purchased, it gave her the result that she wants. From situational influences, the bag she purchased was sold quickly at any Prada stores also the website, which makes her think she made a good decision. From social influences, there are some people told Jamie that she has a good taste, which made her really happy and satisfied her psychology needs. Conclusion All in all, we can know the process of consumer buying behavior from Jamie’s experience of purchasing the luxury bag. From understanding of consumer’s need, to search the information about the product and to make decision of purchasing, every step is connect with each other. The most important thing in this process is to figure out what consumer’s needs and wants, then you will need to satisfied their needs. Form the process you will find how consumer were struggling with the information search, evaluate options and make purchasing decision, and how they made their final choice to buy the product. Also, after the product purchased, how they evaluate the product if they satisfied about it. These are the exactly five stages of consumer buying behavior that I explained by Jamie’s experience, rely on her experience people may understand the consumer buying behavior and its five stages better.