The Market Research and Consumer Protection Center held a panel discussion entitled Consumer Selection Factors for a Specific Commodity Brand presented by Associate Professor Dr. Afnan Mohamed Shaaban Teaching Center in which I talked about consumer behaviour being an important part of the marketing process influenced by different factors influencing the purchasing decision of products, Consumer behaviour is the consumer’s behaviour in seeking to purchase and use products and services that are expected to satisfy its needs according to its potential.

The brand refers to a recognizable reference, phrase, word or symbol that refers to a particular product and legally distinguishes it from all other products of its kind.

The procurement roles are five initiators who first propose the idea of buying the product, and the influencer is someone who has a direct or indirect influence on the final decision, the decision-maker, the purchaser, and the beneficiary of the purchase.

The factors associated with the product are price, quality, product design, personal experience, place of sale and customer experiences. The factors associated with the consumer are social and cultural factors, level of education, occupation, family, personal relations and the consumer’s physical and economic situation.

The procurement steps are to identify the problem, search for information, evaluate alternatives, make the purchase decision, and after the purchase the consumer has either a sense of happiness and satisfaction with the purchase process or a sense of resentment with the experience.

Therefore, the consumer is influenced by several factors that influence the decision-making of purchasing: culture, social, economic and psychological motivations that contribute to the procurement process.

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