Consumer Buying Decision

Consumer decision making process plays an extremely vital role in understanding how consumers actually make their buying decision. Marketers should pay special attention to every aspect of consumer behaviour in terms of “who,what,when,where,how and why”.

A consumer’s buying decision is strongly influenced by the following factors: 

• Cultural factors:Cultural factors have the “broadest and deepest influence” on a consumer’s buying decision. As Maggi has been a household name for quite some time now,there is a possibility that the coming generations would also prefer Maggi noodles over other brands
•  Social factors: Social factors explain the external influence of groups,family and roles on our purchase decisions.Thus if the people around us are purchasing Maggi and have positive reviews about it,there is a good probability that we might also end up buying Maggi
• Personal factors: Every person is different and so is buying behaviour. I feel that the new advertisements and contests like “Me and Meri Maggi” that Maggi comes up with are very unique and this can be a reason for people to choose Maggi over others
• Psychological factors: Psychological factors that affect our purchase decision include motivation,perception,attitudes and beliefs. Some amount of thought goes into deciding whether to buy Maggi or not and hence psychology plays a vital role

   The Buying Decision Process: The Five-Stage model

       1.Problem Recognition :  After analysing the market in 1980’s Nestle identified the need for a quick            snack in India.  Thus Nestle became a pioneer in the instant noodles market by launching Maggi.  In                2005 and 2006 Maggi catered to the consumer’s need for a healthy snack and launched Maggi Atta              Noodles and Maggi Dal Noodles.

2. Information Search: Over the years Maggi has evolved as a brand and has become a household name. Consumers of all age groups are targeted in all of Maggi’s advertisement campaigns.

3. Evaluation of Alternatives: Maggi’s brand value,reputation and quality have built a special relationship of trust with the consumers and helps the consumer to choose Maggi over other alternatives.

4. Purchase decision: The strong consumer awareness and brand value that Maggi has created helps its consumers to prefer it over other brands. Maggi’s easy availability in local retail shops has made it a favourite among all age groups.

5. Post Purchase: Post purchase decisions are dependent on post purchase satisfaction and use. There are more chances of a consumer buying Maggi again if he is satisfied with it.