Question

. What are the limitations of the mainstream model of consumer behavior?

Answer 1

Customer buying behavior is a psychological process which is critical for companies and marketers. Customer buying behavior relates to recognizing clear decision-making stages used in any purchase scenario. The cycle starts with the identification of need, followed by the collection of information, the purchase and, finally, the assessment of the post purchase. Marketers depend on comprehension buyer behavior to effectively position products and services.

One of the biggest drawbacks of relying too heavily on consumer buying behavior is that consumers rarely apply the same steps in the same way for every product and service purchase.Therefore, most of the times consumers are inconsistent in their choices . This makes it easier for advertisers seeking to trigger a desire or deliver messages that improve their brand's probability of a purchase. So most companies need to do more research into their different customer groups and how they view their brand.

Consumers often engage even less in a buying decision. Someone who buys laundry detergent, for example, is usually less interested in the transaction than someone who buys a car or washer and dryer. Thus, marketers' ability to influence customers through an interpretation of buyer behavior is limited. Less interested customers spend less time looking for or accessing information about the purchase.

Marketers spend a considerable amount of time attempting to perceive consumer purchasing behavior related to their goods, but they also have to consider how social interactions and community affect each given customer externally. Selling barbecue for July Fourth to Americans is predictable enough. Knowing how a given client is affected by family, friends and their buying culture is significantly more complex

Marketing seeks to respond to customer purchasing behavior by engaging with stimuli intended to provide the customer with the desired response. For example, a fast-food restaurant may advertise its late-night drive through windows to stimulate the market's appetite for a late-night meal.

Buying behavior includes a variety of complex psychological variables relating to customer understanding, motivation, learning, memory, attitude and personality. Predicting correctly the answer to a given message also needs extensive marketing analysis and focus group studies.