Explaining the Consumer Decision-Making Process: Critical Literature Review

Alina Stankevich

308 citations0/0 files storedJournal of International Business Research and Marketing

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Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies Consumer Behavior and Market Dynamics

Abstract

In the last years, research investigating consumer behaviour and how their decision-making process has advanced and has become an important topic in the marketing society and literature. To advance the research further, this paper presents an extensive literature review of academic publications in the area of buying decision-making process in marketing and its status. Furthermore, the paper presents latest trends and themes that emerge there. Based on 24 journal articles, reports and marketing books, the core models and theories in this area were evaluated and discussed. Moreover, a framework of “moments that matter” in consumer decision-making process and factors that influence them was elaborated for a possibility to influence consumer behaviour in favour of company’s offers. Furthermore, recommendations for marketers were suggested for deeper understanding the consumer behaviour and their buying strategies to empower marketing campaigns and be a success in the market. The paper also suggests several directions for future research related to buying behaviour.

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References

1991Why we buy what we buy: A theory of consumption values 1976The Structure of "Unstructured" Decision Processes 1971The Theory of Buyer Behavior 1997Advertising And Promotion: Integrated Marketing Communications Perspective 1984An Examination of Consumer Decision Making for a Common Repeat Purchase Product 2000Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product: A Replication 1966Consumer decision processes : marketing and advertising implications

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