Consumer Behavior- "process a consumer uses to make purchase decisions , as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and product use".Understanding how consumers make purchase decisions can help marketing managers make decisions to create a proper marketing mix and compete in its market.When making a decision of whether to buy,or not to buy, and what to buy the consumer generally follows the consumer decision-making process; which is a five step process used by consumers when buying goods or services. (1)need recognition,(2)information research, (3)evaluation of alternatives, (4) purchase, (5) postpurchase behavior.
The first step is need recognition, occurs when cosumers are faced with an imbalance between actual and desired states that arouses and activates the consumer decision-making process. A want is the new that a consumer goes about addressing a need.Need recognition is triggered when a consumer is when exposed to either an internal or an external stimulus.Internal stimuli are occurrences you experience such as hunger or thrist. for example when you may hear your stomach grow or have a dry throat and realize you are hungry or thristy. External stimuli are influences from an outside source such as someone's recommandationof a particular brand or advertisment on television or the radio, in case of Red Bull in places such as clubs, educational universities and billboards. Red Bull is something that consumers want and not necessarily need, A marketing manager's objective is to get consumers to recognize an imbalance between their present status and thier preferred status. Red Bull began a research project which helped the Red Bull brand create wants on the part of the consumer.