Why Do We Buy?

Hello guys! In this week’s marketing class I learned about consumer behavior, which is the process we as consumers go through when we are making purchases. There is a 5-step process called the "Purchase Decision Process" it gives you the basis of the steps we follow either consciously or subconsciously when making a purchase.

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Now there are different types of purchases which include extended purchases, like a house or car; limited purchases which can be a cell phone and lastly routine purchases which can be groceries. These steps also can be applied to services as well, for example an extended service could be a college or medical care. One of the most interesting steps of this process if the “Post-Purchase Behavior” step, this is because if we are satisfied with our product/service we are less likely to speak about it unless the conversation is prompted but forbid we are not pleased with the product/service we as consumers are more likely to take our frustration to social media, tell our family and friends or even go to the company.

In class we also spoke about the different level of needs that we have in relation to the products/services that we purchase. Maslow’s Hierarchy of Needs is one that describes it well. This hierarchy of needs falls under the motivation that we have towards the purchase of certain products/services. Motivation is defined by McGraw Hill as “The energizing force that stimulates behavior to satisfy a need”. The chart below is Maslow’s Hierarchy of Needs and the level of importance goes from top to bottom meaning that the Physiological Needs are essential and need to be fulfilled first as without them the rest cannot follow.

 

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Now let’s bring all of this information full circle… in relation to consumer purchases, the most important influences are those from our family and friends better known as word of mouth. If you a looking for a certain product/service and you know a friend that has that something in the realm you will look to them for advice. This creates a constant cycle… for instance we probably use all of the products that our parents used when we were younger because it was seen as valuable. We then leave our parent’s home and go out in the world using the same product and influencing the people that come into our home with the products that we use. This is most likely subconsciously just as it was at your parent’s home. For me my mother loves Gain, it smells awesome so she usually purchases that brand and when it was move in day, we went to Costco and we surely purchased Dawn. This was of no surprise to me and it made me happy as I knew that my laundry would always smell like when my mom does laundry which was nice as it gave me a piece of home in the simplest of ways.  

Look at the products that you normally use… do you use them because it is something that your family has always used or did a friend recommend a product? Or did you just take a chance and try a new product? Either way there are always influential factors that lead us to making certain purchasing decisions and the decisions that we make if we know it or not are having an impact on those around.