Marketing Factors: Consumer Buying Behavior
Consider the simple decision to purchase a meal. When interviewing two subjects regarding the process involved, it becomes apparent that each individual, although having very similar needs, underwent slightly different thought processes to arrive at a decision. When asked what triggered the need to purchase a meal at a local restaurant, Subject A responded with one of Laslow’s basic needs; hunger. (Armstrong et al, 2005) Subject B, although also citing hunger; was more interested in having a night out to reward himself for doing well on his diet. (O’Brien, 2006)
The search for information was similar for both subjects. Both had preconceived ideas of where to go, and both were willing to drive by the prospective restaurants or call to see how long the wait would be. The quality of the food or service was not as valuable to either subject as was convenience. (O’Brien, 2006)
Both subjects also had similar reasons for choosing a particular restaurant, T.G.I. Friday’s. They cited loyalty, quality, atmosphere, and service as reasons for being Friday’s “regulars.” (O’Brien, 2006) Their purchase decision, however, did not match their purchase intention. The convenience factor led them to choose the 99 Restaurant and Pub, another local restaurant they frequent. Subject B was also influenced by social factors, specifically, his family role. He mentioned familial responsibilities as a deciding factor in choosing a restaurant with a shorter wait time. (O’Brien, 2006)
Post purchase behavior was an area where the subjects interviewed were very different. Subject B felt no “buyer’s remorse” and felt that he had a good experience overall. Subject A, however, experienced some cognitive dissonance, or “discomfort caused by post purchase conflict.” (Armstrong et al, 2005) The subject stated, “I look at the bill and think, God, we could have ate for a week on that if we had cooked at home.” (O’Brien, 2006) Although Subject A felt uneasy over the price, she did not believe the results would have been different had she chosen her intended restaurant.
Demographics normally play a major role in the buying process, since social, religious, and economic factors all influence a person’s thought processes. The two restaurants in this scenario, T.G.I. Friday’s and the 99 Restaurant and Pub, market to very similar groups, adults and families seeking a casual and affordable dining experience. Menus from both restaurants offer similar choices such as steak and seafood, and both offer a bar for those over twenty-one. (T.G.I. Friday’s Worldwide, 2006) (99 Restaurant & Pub) The subjects in this study fell perfectly into the restaurants’ target markets, young adults seeking an affordable and casual dinner. Since both subjects have a limited entertainment budget, more formal restaurants, such as The Olive Garden or Vinnie Testa’s were not options.
As even this small study has proven, marketers must be constantly aware of the consumer’s thought processes and buying behaviors, since even the simplest decisions can involve many factors. Market researchers should carefully study consumers and come up with innovative ways of persuading the consumer, at each of the buying stages, that their product is the best fit. If they are successful, then the true concept of marketing – building profitable relationships, will be met.
References:
99 Restaurant & Pub, (n.d.). 99 restaurant & pub. Retrieved Jan. 14, 2006, from 99 Restaurant & Pub Web site: http://www.99restaurants.com/.
Brown, A. (2005). Chapter 6. consumer buying behavior notes. Retrieved Jan. 14, 2006, from Alex Brown’s Page Web site: http://www.udel.edu/alex/chapt6.html.
O’Brien, S. (2006). Interview – buyer decision process. Retrieved Jan. 14, 2006, from Sunday O. Web site: http://www.geocities.com/sunday_aiu/Interview.txt.
T.G.I. Friday’s Worldwide, (2006). T.g.i. friday’s worldwide. Retrieved Jan. 14, 2006, from T.G.I. Friday’s Worldwide Web site: http://www.tgifridays.com/main_flash.html.
