Consumer Buying Behaviour and Satisfaction Level on Branded Shoes
Introduction
Consumer buying behaviour is the sum total of a consumer's attitudes, preferences, intentions, and decisions regarding the consumer's behavior in the marketplace when purchasing a product or service. The study of consumer behavior draws upon social science disciplines of anthropology, psychology, sociology, and economics. Satisfaction is a function of perceived performance and expectation. The consumer’s satisfaction level is a result of comparing expectations about the product against performance as perceived by the consumer. A consumer who is highly satisfied with his purchase is more likely to make a repeat purchase. If the consumer is not fully satisfied, he is more likely to consider other brands before making a repeat purchase of the product he first bought. And if the consumer is dissatisfied, he will not only tend to avoid buying the same brand product again.
The consumer’s buying behavior is affected by three factors: psychological variables, social influences, and the purchase situation which causes consumers to possess brand preferences. Because of these factors, marketers tend to have ideas on identifying the needs of the consumers and how they will achieve consumer satisfaction. When purchasing, a consumer undergoes a decision process; problem recognition, consumer information processing, evaluation of alternatives, purchase, and post purchase evaluation.
Background of the study
This research aims to analyze the consumer buying behavior to identify: the perception of the consumers on the product, the response of the consumer on the purchased branded shoes, the satisfactory level of consumers, and the impact of consumer satisfaction to a firm’s success.
Statement of the problem
In order to understand:
Why consumers make the purchases they make?
What are the factors that influences consumer buying decision?
Historical/Theoretical Basis of Research...