I am currently a senior high school student, and I consider myself a beginner in this field. We are tasked to conduct a qualitative study about the effects of influencer marketing on purchase behavior. I am interested to know about purchase behavior for our research project in marketing. Is there any literature that may help? May I ask what is purchase behavior and how does it differ from consumer behavior?
Thank you in advance!
Purchase behavior, often referred to as consumer buying behavior, is the process through which individuals or organizations make decisions to acquire products or services. It encompasses a complex interplay of psychological, social, and economic factors that influence the choices people make when buying goods or services.
At its core, purchase behavior is driven by the needs and desires of consumers. These needs can be functional, such as the need for food or shelter, or emotional, such as the desire for luxury or status. The process begins with problem recognition, where a consumer identifies a need or a problem that can be solved through a purchase.
Various factors shape purchase behavior, including personal factors like age, income, and lifestyle, which influence what products or services an individual is likely to consider. Social factors, such as culture, family, and reference groups, also play a significant role. Furthermore, psychological factors like perception, motivation, and attitudes contribute to the decision-making process.
Economic factors, such as price, income, and availability, are critical determinants in the final purchase choice. Marketers and businesses carefully study purchase behavior to understand their target audience and tailor marketing strategies and products accordingly. Ultimately, purchase behavior is a dynamic and multifaceted field that explores the intricate processes behind consumer decision-making and its impact on the market.
maybe this can help you:
(Dwyer et al,1987) Developing buyer-seller relationships
(Morisson, 1979) Purchase intentions and purchase behavior
you are welcome
you can also search about RFM model, it is a good predictor of purchase behavior.
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