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Marketing Basics - Kotler Philip

Purchase decision

Evaluation of options leads to the ranking of objects in the selection set. The consumer is formed the intention to make a purchase , and the most preferred object. However, two more factors may intervene in the path from intention to decision making (see diagram in Fig. 36) 22.

Factors Constraining the Transformation of Intent to Make a Purchase Decision

Fig. 36. Factors holding back the transformation of an intention to make a purchase into a decision on it

The first factor is the relationship of other people. Suppose Betty Smith’s husband insists that she buy the cheapest camera to save money. As a result, the likelihood of buying a more expensive Betty-selected camera will decrease slightly. The degree of change depends on two factors: 1) the intensity of the negative attitude of the other person to the preferred option of the consumer and 2) the consumer’s willingness to accept the wishes of the other person23. The sharper the negative or positive mood of another person and the closer this person is to the consumer, the more decisively he will reconsider his intention to make a purchase in one direction or another.

The intention to make a purchase is also influenced by unforeseen environmental factors. The intention is formed on the basis of the expected family income, the expected price of the product and the expected benefits from its acquisition. Unforeseen environmental factors can occur suddenly and change the intention to make a purchase at the very moment when the consumer was already ready for action. Betty Smith may lose her job, there may be an urgent need for some other purchase, one of her friends may share her disappointment with her chosen camera.