Consumer Behaviour

Consumer Behaviour

1. Purchase Process

   • Need Recognition
     • Need vs Want
       • Need: essential.
       • Want: desire but not essential.
   • Information Search
     • Internal or External Search
       • Prints, radio, internet, suggestions, customer reviews, etc.
   • Evaluation of Alternatives
     • Evaluate (products), Compare (characteristics) and Rank (the best match).
   • Purchase
     • Influenced by
       • Manner it is acquired, place and mode of purchase, payment options, delivery, installment, etc.
   • Post-purchase Evaluation
     • Evaluate the decision.
       • Satisfied or Dissatisfied
         • Affects retention, loyalty, influence, sales in a possitive or negative way.

2. How customers select, buy, use and dispose products or services.

3. Buying Behaviour

   • Involvement
     • Hight or low decisions.
   • Online
     • Trust
       • When there is risk cosumers trust on intuition.
     • Deliberative and associative reasoning.

4. Communication Process

   • Cultural
     • Traditions, languages, education, religion, ethics, values, social organization, technology, etc.
     • Negotiation
       • Term, contract method, tone, attitude, etc.
     • Differences
       • Resources, need orientation, traditional, modern, climate, economic development.
   • Legal
     • International Trade Agreements, tariff and non-tariff regulations, INCOTERMS, intellectual property, contracts, alternative dispute resolutions, environmental issues, labor rights, etc.
     • Illegal business practices
       • Defamation, reciprocity, tying agreement, conspiracy, collusion, resale price maintenance, price discrimination, etc.
     • Consumer Protection
       • Privacy laws, do-not-call registry, SPAM, etc.
   • STEPS: sender, encoding, message, channel, receiver, decoding and feedback.
     • Miscommunication can cause breakdowns.
     • Methods (choice of words and strategies, voice and stories, active listening, nonverbal, body language).
   • Technology
     • Social media, e-mail, etc.

5. Conclusion: it is important to have knowledge of consumer behaviour as well as aspects that can shift the way negotiations will take place. Behaviour is different in every person, but having steps that are generally followed by people helps businesses prepare as well as keep in mind which things might get in the way of success. Communication is key since it is the way to conveing the correct message to create a positive relationship between the business and the consumer. Communication must consider legal and cultural aspects, internationally speaking from one place to the other things can change drastically so knowing the most relevant information in legal and cultural aspects is bound to help companies have a stronger communication process and bond with their international clients.

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