Let’s take the Model of Consumer Behavior for a spin. Consider the last time you purchased a nice dinner at an upscale restaurant. What was your choice of restaurant? Go through all the variables outlined in the first two columns of the model, environmental factors, and consumer factors, and identify the factors that influenced your decision. Note how they resulted in your purchase decision. (Hint: You might have to read ahead for more thorough explanations of each factor.)
The model of consumer behavior is a useful tool for understanding how consumers make decisions. It has been used in marketing and advertising for many years, but it can also help you understand how your own preferences are formed and influenced by the environment. In this post, we’ll explore the factors that influence your decisions when purchasing something new or familiar.
The consumer decision-making process is a model that helps explain how consumers make purchase decisions. The model consists of five stages: problem recognition, information search, evaluation of alternatives and purchase decision. The final stage involves post-purchase behaviors such as loyalty or repeat purchases.
The environment in which you choose to dine can make a difference. The first two columns of our model are about environmental factors: where you are eating and what kind of restaurant it is.
One of the most important consumer factors is personal preference. What did you choose?
In the model, we see that the more comfortable you are in a given situation, the more likely you are to make a purchase. If a consumer feels comfortable with his or her choice of restaurant or product, then he or she is more likely to choose it over others. The reason for this is simple: our environment has an impact on how we feel about ourselves as consumers and what kind of products or services we might purchase.
As an example: if you’re at home with your family watching TV together after dinner (a normal evening), chances are high that no one will object if someone else wants something from their fridge while they’re still eating. But if there’s only room for two people at one table and three people around them–and they’d rather eat alone than share their food–then those third-party opportunities could diminish significantly over time due to lack of space or desire not being met by others around them (such as children).
The more comfortable you feel in a given situation, the more likely you are to make a purchase. The key takeaway here is that consumers have a certain level of comfort and confidence in the environment they are in when making decisions about what to buy. This can be influenced by several factors, including weather conditions, time of day and day of week, as well as consumers’ moods at any given moment (e.g., happy or sad).
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