Analysis of Behavioral Factors and Purchase Decisions in Business Markets

Thoughts, feelings, human actions, and the environment all interact with consumer behavior. A company will be better able to meet customer needs and wants and deliver value to customers if it has a deeper understanding of how interactions affect customers. 

3. Exchange Consumer Behavior 

Human exchanges are a component of consumer behavior. Giving something to someone else results in receiving something in return.

Buying decision

A fundamental psychological process known as decision-making is crucial to understanding how consumers actually make purchases. The stimulus-response model is a good place to start when trying to understand consumer behavior. It is the responsibility of the marketer to comprehend what takes place in the consumer's mind between the onset of the external stimulus and the decision to make a purchase.

The consumer decision-making process doesn't end when a product is bought; rather, it goes on until the consumer uses it and has an experience with it. Future purchasing choices will be based on that experience.

Between the evaluation of alternatives and the purchase decision is initial purchase intention, which measures the customer's propensity to take a particular action on the product as a whole. 

Five Roles That Are Generally Involved In The Decision-Making Process Of Buying Goods/Services: 

• 1. The person who first raises the idea of purchasing a good or service is the initiator. 
• 2. Influencers: Individuals whose opinions or suggestions have the power to affect consumer purchases. 
• 3. Decision making (decider): The person who determines the purchasing decision 
• 4. Buyer (buyer): People who make real purchases. 
• 5. People who use the products or services they have purchased are known as users

 According to the five stages that a buyer goes through before making a purchase, namely: 

• 1. Problem Introduction, When a buyer recognizes a need or a problem, the purchasing process starts. The buyer recognizes the distinction between the desired state and the actual state.
• 2.  A lookup of information, An associated consumer might be looking for more details, but they might not. Consumers are more likely to purchase a satisfying product if their drive is strong and it is within their financial means. Depending on the product and the buyer, these information sources have different relative weights. The majority of product information that consumers receive comes from commercial sources under the control of marketers. Personal sources frequently have the greatest impact. Personal recommendations play a bigger role in influencing service purchases. Personal sources confirm or assess the product for the buyer instead of commercial sources, which typically inform the buyer.
• 3. Alternative evaluation,  To begin with, we presumptively believe that each customer views the product as a collection of product attributes. Second, based on their unique needs and preferences, consumers place varying amounts of importance on various attributes. Thirdly, consumers might form a brand belief regarding how each brand rates on each attribute. Fourth, consumers' expectations for total product satisfaction will differ at various attribute levels. Fifth, consumers use various evaluation techniques to arrive at attitudes toward various brands. Depending on the consumer and the purchases they make, some consumers use more than one evaluation method. It depends on each individual and the particular buying situation how consumers assess alternative products to be purchased. Consumers occasionally apply logic and careful calculation. Sometimes the same consumer makes little to no evaluations and purchases something out of emotion or intuition. Customers occasionally decide what to buy on their own, and other times they consult friends, leads from potential customers, or salespeople.
• 4. buying decision, The most preferred brand is typically what consumers choose to purchase, but there are two things that may intervene between their intention and actual choice. The first factor is other people's behavior, specifically their attitudes toward prices and the brands that customers will select. The second factor is the unexpected situation factor, the anticipated price, and the anticipated product benefits.
• 5. Post-buyer behavior, When a consumer decides to take additional action after making a purchase based on satisfaction or dissatisfaction. The consumer will feel satisfied if the product exceeds expectations, satisfied if the product meets expectations, and dissatisfied if the product does not meet expectations. The greater the disconnect between expectations and results, the more dissatisfied consumers become. This demonstrates that the seller is being sincere about the performance of his offering in an effort to win the customer over.

Case Study From Previous Research  

Research on the Factors That Influence Consumers in Making Decisions to Purchase Instant Noodle Products for Students. Today's society requires products that are useful and readily available so they can be consumed due to increased activity, busyness, and changes in people's lifestyles. Instant noodles are a product that is easy to serve quickly. Noodles have undoubtedly risen to a significant position in household diets, not only in urban but also rural areas. Noodles can be served as a main dish or a side dish, making them a versatile meal. For example, people often eat rice with fried noodles or noodle soup as a side dish. This is possible because noodles are easy to prepare, practical to serve, and are suitable for the tastes of most people, both adults and children. In addition, this type of wheat based food has many variations, including fried, boiled, meatballs, dried and instant noodles. Besides noodles.

Consumers choose instant noodle products because the market continues to be heterogeneous in terms of brand, taste, price, packaging design, and ease of purchase. Study(Natadjaja, 2003:130)shows that factors such as first purchase, packaging style, cost, and taste suitability have a greater influence on consumer decisions regarding instant noodle products. Products made from instant noodles are known as fast food and are increasingly favored by the general public because of the simple way of serving them. Likewise, this product is a ready-to-eat food that is often consumed among students, the majority of whom do not live close to their parents. This is probably due to their low cost, ease of access and long shelf life. 

The following presents some relevant research results related to the analysis of factors that influence consumers in making instant noodle purchase decisions: 

• 1. Factors Influencing Consumer Decisions in Buying Sedap Brand Instant Noodle Products (Case Study on Students of the Department of Business Administration UPN "Veteran" East Java). Research conducted by(Wendy, 2010)(http://www.upnjatim.ac.id, 2010). The conclusion of the study: the results of the analysis found that the dependent variable X1 product, X2 price, X3 promotion and X4 distribution simultaneously/together have a significant (significant) influence on the purchasing decision of the Sedaap brand instant noodle product and the variable X3 promotion has a dominant influence on purchasing decisions consumers of Sedap brand instant noodle products.
• 2. Analysis of Factors Influencing Consumers in Making Purchase Decisions of Sedaap Brand Instant Noodle Products in the Village of Gelangan, Magelang City. Research conducted by(Sri Sasongko, 2013)(Student Scientific Journal of Sosio Tekno, Pandanaran University, ISSN 2337-7003, Vol. 7, April 2013 Edition). The research findings show that culture, society, individual, and psychology all play a role in the consumer's decision to buy instant noodles with the Sedaap brand. When buying Sedaap instant noodles, psychological factors predominate.
• 3. Factors That Motivate Consumers in Purchasing Indomie in the Community of Sumbersari Village, Lowokwaru District, Kodya Malang. Research conducted by(Mahmudi, 2003)(MM Thesis UB Malang Brawijaya University, 2003). According to the study findings, the first thing that will convince customers to buy Indomie is product attributes such as price, taste, packaging and brand name. The second factor that will influence the purchase of Indomie is promotional information such as item bonuses, advertisers, and seller style.