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Purchase Decision

The purchase decision is the fourth stage of the consumer buying decision process. Negative opinions from other customers or low motivation to consider feedback can create problems in the purchase decision. Research has found that celebrity endorsements can positively influence consumer purchase attitudes for durable goods. However, local celebrities may not influence purchase intentions in other countries as much as brand image, loyalty, and quality. Consumer purchase decisions are also impacted by factors like emotions, opinions of friends and family on social media, brand sustainability and values, and whether negative information emerges about a celebrity endorser.

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869 views2 pages

Purchase Decision

The purchase decision is the fourth stage of the consumer buying decision process. Negative opinions from other customers or low motivation to consider feedback can create problems in the purchase decision. Research has found that celebrity endorsements can positively influence consumer purchase attitudes for durable goods. However, local celebrities may not influence purchase intentions in other countries as much as brand image, loyalty, and quality. Consumer purchase decisions are also impacted by factors like emotions, opinions of friends and family on social media, brand sustainability and values, and whether negative information emerges about a celebrity endorser.

Uploaded by

Alicia Cecilia Fonseca
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Purchase Decision

The purchase decision is the fourth stage in the consumer buying decision process. The two
factors that could create a problem in the purchase decision could be negative opinions from the
other customers and the level of motivation to consent that feedback. [CITATION Phi09 \l 1033 ] .
The buying decision process through which a customer goes through consists of problem
identification, search for information, evaluation of substitutes, purchase decision and post
purchase evaluation. [ CITATION 5St \l 1033 ].
Researchers found out the impact that celebrity-endorsed advertisements have on the purchase
attitude of the consumer. The research was conducted on durable goods like cars, television,
washing machine, air conditioners. The data was collected from 500 participants in Chennai
through a questionnaire with the regression technique. The results showed that the celebrity-
endorsed advertisements motivated the consumers to buy durable products. [ CITATION Bal11 \l
1033 ]. Some researchers examined the effect of celebrity-endorsement on the purchase intention
of the consumer for the products that already exist. To see the effect of the Indian and Pakistani
celebrity endorsed advertisements data was collected from 300 samples on brands that were
competitive and similar in nature. The results revealed that the local and Indian celebrities did
not have much effect on the purchase intention of the consumers in Pakistan, what influenced the
consumer purchase intention was the brand image, brand loyalty and quality of the products.
[ CITATION Has14 \l 1033 ].

If negative information is revealed about the celebrity that endorses a brand, it will affect the
consumer’s decision to purchase products of that particular brand. [ CITATION Dig09 \l 1033 ] The
consumer purchase decision is also influenced by other factors such as emotions. [ CITATION Bur \l
1033 ]. In many households mothers or either the head of the family influences the purchase
decisions of the family.[ CITATION Lee02 \l 1033 ].
The preferences of consumers in the digital era has changed drastically as to what it was before.
Consumers do no longer trust the flashy and false promises made by advertisements. They look
out for each other’s recommendation and advices when purchasing a product. About 91% of the
consumers on the internet said they trust random people’s opinions and reviews about a product
just as they would trust a known person’s review. [ CITATION Man20 \l 1033 ]. When buying a
product the consumers take old and new information about that product into consideration and
ask their friends, family and people on social media for reviews. [ CITATION Laj19 \l 1033 ]. Brands
that invest in social responsibility have a positive effect on their business as well as on the minds
of the consumers. [ CITATION Han18 \l 1033 ] Another factor that influences the purchase decision
of a consumer is sustainability and values of a brand. A research found that consumers between
the ages 13-25 are more likely to purchase a product from a brand that has similar values like
them. [ CITATION Man20 \l 1033 ].
References
(2009). In K. L. Philip Kotler, Marketing Management - A South Asian Perspective. India: Prentice Hall.

(2009, June 5). Retrieved from Digitala Vetenskapliga Arkivet: https://www.diva-


portal.org/smash/record.jsf?pid=diva2%3A221063&dswid=-77

5 Stages of Consumer Buying Decision Process. (n.d.). Retrieved from iEduNote:


https://www.iedunote.com/buyer-decision-process

Balakrishnan, L., & Kumar, C. S. (2011). Effect of Celebrity Based Advertisements on the Purchase
Attitute of Consumer towards Durable Products. World Review of Business Research.

Burnette, M. S., & Lunsford, D. A. (n.d.). Conceptualizing guilt in the consumer Decision making Process.
Journal of Consumer Marketing.

Dudharejia, M. (2020, March 17). 4 Factors That Actually Influence Consumer Purchase Decisions.
Retrieved from Total Retail: https://www.mytotalretail.com/article/4-factors-that-actually-
influence-consumer-purchase-decisions/

Hanaysha, J. R. (2018). An examination of the factors affecting consumer’s purchase decision in the
Malaysian retail market. PSU Research . Retrieved from emerald insight.

Hassan, S. R., & Jamil, R. A. (2014). Influence of Celebrity Endorsement on Consumer Purchase Intention
for Existing Products. Journal of Managemet Info.

Laja, P. (2019, April 17). Purchase Decisions 9 things to Know About Influencing Customers. Retrieved
from CXL: https://cxl.com/blog/9-things-to-know-about-influencing-purchasing-decisions/

Lee, C. K., & Beatty, S. E. (2002). Family structure and its influence decision making. Journal of consumer
marketing.

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