Chapter 3 – Consumer Purchase Decisions
Introduction
Have you ever paid close attention to how you make purchasing decisions? Have you asked yourself:
- Who is involved?
- How do I find and select information?
- Which influences are critical?
It is a very interesting area of study, combining marketing with psychology and anthropology, together with other influences such as society and demographics.
After reading the suggested chapters, you will practice identifying buying process stages and factors that influence purchasing decisions.
Readings
3.1 Factors That Influence Consumers’ Buying Behavior from Principles of Marketing – H5P Edition (2022).- 3.2 Low-Involvement Versus High-Involvement Buying Decisions and the Consumer’s Decision-Making Process from Principles of Marketing – H5P Edition (2022).
- 3.3 The Consumer Purchasing Decision Process from Principles of Marketing (Albrecht et al., 2023).
Additional Readings
If Consumer Behaviour is of particular interest to you, consider reading this OER, available from BC Campus:
- Introduction to Consumer Behaviour by Andrea Niosi (2021).
Practice Activities
In the following activity, drag and drop the text into the correct zone. For each zone, first select the label for the respective step in the buying process, and then assign any actions that would happen at this step.
Media Attributions
- H5P Image 5: Modified People holding shoulders sitting on wall (https://unsplash.com/photos/people-holding-shoulders-sitting-on-wall-Cecb0_8Hx-o) by Duy Pham [miinyuii], via Unsplash, is used under the Unsplash (https://unsplash.com/license) license.
References
Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of marketing. OpenStax. https://openstax.org/books/principles-marketing/pages/1-unit-introduction.
Pham, D. (2018). People holding shoulders sitting on wall [Image]. Unsplash. https://unsplash.com/photos/people-holding-shoulders-sitting-on-wall-Cecb0_8Hx-o.
Principles of marketing – H5P edition. (2022). BCcampus. https://opentextbc.ca/principlesofmarketingh5p/.
Niosi, A. (2021). Introduction to consumer behaviour. BCcampus. https://opentextbc.ca/introconsumerbehaviour/.
