Consumers purchasing decision factors

Hogarth and Kunreuther [16] found uncertainty of risk knowledge an important factor in consumer decision making. The study was one of the few applied to consumer purchase decisions, but it did not involve online security risks. However, they pointed out that the standard lab cases of gambling used in most prior decision studies did not capture the variety of decision choices faced by people in the real world. Roca, Hogarth, and Maule [24] concurred that future decision research should be extended to a broader range of contexts and response modes, such as willingness to pay for uncertainties and risks. 

Consumers on a daily basis make purchasing decisions on the basis of perceptions of how products stack up against one another. Many factors may affect perceived product attractiveness price, function, look, style, status, etc. And while products vary across indication and consumers are not identical in their choice criteria, understanding the process through which purchasing decisions are made is vital when analyzing consumer markets. 

The flavor quality of food is a primary factor involved in a consumer s decision to purchase a food item. Therefore, food technologists require a thorough understanding of how flavor deteriorates if they are to prepare products that consumers will purchase repeatedly. This knowledge is particularly important in meat and meat products, since the deterioration of meat flavor is a serious and continual process (1-4) that involves both the loss of desirable flavor components 4,5) and the formation of off-flavor compounds (6-9) many of which are associated with lipid oxidation (10). 

There are basically three types of distribution that can be used to make product available to consumers intensive distribution, selective distribution, and exclusive distribution. In intensive distribution, the product is sold to as many appropriate retailers or wholesalers as possible. Intensive distribution is appropriate for products such as chewing gum, candy bars, soft drinks, bread, film, and cigarettes, where the primary factor influencing the purchase decision is convenience. Industrial products that may require intensive distribution include pencils, paper clips, transparent tape, file folders, typing paper, transparency masters, and screws and nails. 

Flavors can be among the most valuable ingredients, and many food products on the market have their own distinct aromas. The aroma of a product can be a main driver in a consumer s purchase decision. For example, most people who purchase personal care products, for example, shower gels or shampoos, wiU firstly open the bottle in order to sample their aromas. In this context, packaging manufacturers and brand owners are seeking ways to communicate their offer while keeping their products properly packaged and safe. Aroma/flavor of a food product can also be a key factor in the consumer s experience with the product prior to consumption. 

Eco-labels and social labels are sometimes effective tools enabling communication with consumers and are major factors driving purchasing decisions. Eco-labels... 

Everyday consumption practices are still heavily driven by convenience, habit, value for money, personal health concerns, hedonism, and individual responses to social and institutional norms, and these practices are resistant to change (Vermeir and Verbeke, 2006). For a number of years many retailers have studied the factors driving consumer preferences and have developed various purchasing decision hierarchies to try to explain how consumers determine which brand to shop with and what products they ultimately purchase. Figure 8.6 shows the traditional clothing decision or buying hierarchy with the more influential factors at the top of the hierarchy and the... 

Producers such as automakers have not seen a strong correlation between customer s words and actions. That is, there are claims that environmental performance is important in their purchasing decision, but postpurchase surveys place environmental concerns well below other factors such as a vehicle s comfort, size, color, engine performance, etc. [2]. Studies have been conducted that if environmental characteristics are the sole focus, the marketing will be relatively unsuccessful. However, if other product benefits are linked to the environmental attributes, most consumers will give such products favorable consideration [10]. 

Although additional studies are needed In the areas of penetration of pesticides through fabric and In thermal comfort, the acceptability of the final product to the consumer must not be overlooked. This last study indicates the effect that cost has on product acceptance. The cost factor is likely to be the more Influential criteria In purchase/adoptlon decisions and should not be overlooked when the ideal garment Is being designed for maximum protection and comfort. 

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