Business
Literature Review
This paper will use a qualitative approach to show the guidance consumers seek when they are confronted with a purchase decision-making. This study will examine and correlate the relationship between multiple variables such as family conflicts, family social support, peer influence and economic positions. Demographics that will be measured include age, income, marital status, and number of children. Ultimately all these factors contribute to a consumer’s buying behaviour, and it is important for organizations to focus on these variables before they draw a plan to guide consumers’ buying behaviour.
Depending on the group that is being interviewed, questions can be coined to elicit the required output. For example, if an individual who is independent of any variable is approached, he or she can be asked a set of questions that are completely different for a group of consumers who are dependent on others for decision-making. For example, if an independent decision-maker is approached, the kind of questions that could be asked of him or her would be; what drives your decision-making attitude, or do you evaluate alternatives before taking a decision on a particular product or service? On the contrary, when a dependent is asked similar questions, the questions are modified so that answers are not misinterpreted. For example, what is your role when it comes to decision-making, and do you involve others as well when a decision has to be made? This way, the interviewee would feel more comfortable in answering the questions.
There is however, a lot to be considered before organizations can guide a consumer’s buying behaviour. Given the complexity of such a research that involves interviewing consumers, a major part of the research will be based on assumption going by the majority of views expressed by the audience. Generally, the most common question that an organization needs to know is how consumers see organizations. Questions that could come to their mind could be questions such as, does the organization have the reputation of addressing consumer grievances, are they innovative, and if so, have they been able to show this in the market, how competitive are they in comparison to other popular brands in the market, and so on. If organizations are able to answer questions such as these, they will be able to guide a consumer’s buying behaviour.
