Literature Review On Fast Food

Literature Review On Fast Food-73
Information search process can be internal and external.

According to him, the five stages of consumer decision making process are followings: Each stage is then defined by a number of researchers varying slightly but leading to a common view about what each stage involves.

For example, according to Bruner (1993) first stage, need recognition occurs when an individual recognizes the difference between what they have and what they want/need to have.

It is worth noting that consumer buying behaviour is studied as a part of the marketing and its main objective it to learn the way how the individuals, groups or organizations choose, buy use and dispose the goods and the factors such as their previous experience, taste, price and branding on which the consumers base their purchasing decisions (Kotler and Keller, 2012).

One of such studies of consumer buying behaviour has been conducted by Acebron et al (2000).

Once the relevant information about the product or service is obtained the next stage involves analyzing the alternatives.

Kotler and Keller (2005) consider this stage as one of the important stages as the consumer considers all the types and alternatives taking into account the factors such as size, quality and also price.However, it has been proven by the findings of the research that low-income consumers have greater brand experience from the purchase of ‘premium’ products when compared to their experience from purchasing ‘cheap’ brand products.Lee (2005) carried out study to learn the five stages of consumer decision making process in the example of China.Purchasing decision can further be divided into planned purchase, partially purchase or impulse purchase as stated by Kacen (2002) which will be discussed further in detail in the next chapters.Finally, post-purchase decision involves experience of the consumer about their purchase.Backhaus et al (2007) suggested that purchase decision is one of the important stages as this stage refers to occurrence of transaction.In other words, once the consumer recognized the need, searched for relevant information and considered the alternatives he/she makes decision whether or not to make the decision.The findings of the research indicate that low-income consumers have more preferences towards premium packaging as this can also be re-used after the product has been consumed.Although the findings indicate that there is a weak relationship between the product packaging and brand experience.The topic of consumer behaviour is one of the massively studied topics by the researchers and marketers in the past and still being studied.Researchers show different reasons as to why consumer behaviour has been the topic of many academics and researchers.

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