Consumer Buying Behaviour And The Decision Process

2.1 Introduction This chapter of the dissertation aims at providing an understanding into why consumers choose to shop either online or in store and it is important to understand consumer buying behaviours, motivations of shopping and the decision process by reviewing relevant literature and theories. This will enable the author to understand how each of these shopping platforms can satisfy consumer needs and their desires. The literature review will be divided into five sections: Retail marketing overview, motivations of shopping, online shopping behaviour, in store shopping behaviour and the consumer buying decision process. 2.2 Retail marketing overview Omar (1999) notes that it is vital for any organisation to know and understand their customers in order to achieve good retail marketing to which McGoldrick (2002) agrees with this as he states that understanding the consumer needs, motives and decision making processes are vital in the retail marketing strategy. With this information in mind it is now possible to look at the theory behind consumer behaviour and the different models and theories that have been developed to analyze this behaviour. 2.3 Online shopping behavior Evident from the research conducted it can be concluded that there are many different perceived attributes to online shopping. With the most important attributes being financial security, convenience and website design. Sejin (2012) states that the competition will continue to intensify forShow MoreRelatedPerceptions And Attitudes Of The Consumer Buying Process1000 Words   |  4 Pagesinfluence his buying behavior. Customer possesses specific belief and attitude towards various products. Since such beliefs and attitudes make up brand image and affect consumer buying behavior therefore marketers are interested in them. Marketers can change the beliefs and attitudes of customers by launching special campaigns in this regard. 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