Consumer Behaviour in Action Coursework Example | Topics and Well Written Essays - 500 words

Consumer Behaviour in Action - Coursework Example Need recognition results from imbalance between actual and desired states as a result of a stimulus that motivates the individual to make buying decision (Lamb et al. 2011). Stimulus may be internal such as hunger or external such as an advert. Need may arise if current product malfunctions, runs out or discovery of a more superior product. This prompts the buyer to start the decision process by gathering necessary information. However, if a product is available which satisfies the need, there is no need for information search. Information may be internal or external and depends on whether the buyer is highly involved with the product or not. The level of involvement depends on previous experience, interest, perceived risk, and situation (Lamb et al. 2011). Routine purchases and low-cost goods are low-involvement; therefore, do not require a lot of information. The buyer may even skip searching for information and make purchases. If buyer has previous product experience but is unfamiliar with current brand, he/she may search for little information hence low-involvement. However, if perceived risk is high, the buyer is highly involved thus extensive information is sought (Blythe, 2008). For example, a routine product like hotdog does not require more information while an expensive car or home is a high-involvement product requiring more information. Information can be from: personal sources like family, co-workers, friends; commercial such as advertising, salespeople, displays; public such as newspaper, TV, consumer organisations or experiential such as using the product. Information sought regards price, quality, compatibility, capability, among other attributes. Once buyer gets information, he/she carries out evaluation to determine the right choice among alternatives.