Understanding Consumer Behavior in Product Purchase Decisions

MPGC: The M C classifies products based on two criteria: 1) criteria for durability and tangibility: C non-durable goods, durable goods, and b of C ss; 2) the purchase process: convenience, impulse purchase, specialty, and unsought.

PGC: We understand that everyday consumers often acquire products that are frequently destroyed through use, which must necessarily be low-cost replacements. This implies that the buying process usually involves minimal cognitive effort; the search for information and evaluation of alternatives are minimal, if not fundamentally nonexistent. These are referred to as convenience products.

According to the AMA, the PGC is a process of planning and implementing the concept, price, promotion, and distribution of products to encourage repeat purchases in order to promote exchanges that meet the goals of all parties, primarily to cover needs at an acceptable price and achieve a return on invested capital.

MPGC: The target market is increasingly competitive, with more demanding consumers who have more options to choose from and more information available.

The purchase decision process of PGC is divided into five stages: 1) recognition of the appearance of a problem or unmet need; 2) information search (from memory and the environment); 3) evaluation of acquired information, which generates purchasing attitudes; 4) choice of setting and decision to purchase the brand; 5) evaluation of the purchased brand.

As buying behavior becomes routine, some of these stages, such as information search and evaluation of alternatives, may be skipped. Additionally, the consumer can act on impulse, so the purchase decision process in this type of situation is conditioned by consumer behavior. According to the level of individual involvement, three situations arise: 1) comprehensive involvement, high involvement with the decision. This occurs in rare cases, complex situations where the consumer does not have enough experience; 2) limited solution, which occurs when the consumer feels the need to switch brands due to fatigue or boredom; 3) routine solution, low involvement. This involves problems that have been previously resolved. This product replacement solution leads to the repurchase of the brand, taking this behavior to two attitudes or motivations: brand loyalty and commitment to a preferred brand, or conscious repeat purchase where there is no such preference and commitment.