Consumer
Behaviour & Purchase Process
Analysis - Cigarette Industry
1. Problem Recognition
·
First-time use is triggered by
external stimuli
such as peer group, first-time consumption is influenced by others
almost 100%
of the time
·
Significantly, first-time use does
not have a
high correlation with brand loyalty
· Habitual users consumption need recognition may be divided into the following categories –
o With established consumption patterns – Consumption is ranked as a majority who smoked anytime of the day, those who smoked after a fixed interval of time, and those that smoked after meals or during breaks.
o With established consumption occasions – Frequent smokers did not exhibit specific occasion consumption. Less frequent smokers ranked occasions as follows – with friends, office breaks, with alcoholic beverages, when alone, when stressed and lastly to improve concentration.
o Significant variation was found in the sample based on consumer gender wherein frequency of consumption with females was substantially lower and occasions were largely with friends or with alcoholic beverages. Females tended not to smoke at office or in public places.
2. Information Search/Generation of Alternatives
·
Rarely
an active search – brand familiarity and loyalty among smokers is
significant
·
Alternative seeking is minimal and
varies
inversely with rate of consumption
(i.e.
frequent smokers
do not exhibit variety seeking buying
behaviour)
3. Evaluation of Alternatives
o
Not
structured evaluation, vaguely-defined criteria.
o
Parameters
for evaluation declared as follows (in descending order of rank) –
taste,
brand, association with self-image, availability, size, hardness,
price,
health.
o
Parameters
were more in the consumer’s mind than obviously conscious decisions and
varied
with psychographics instead of demographics (common demographic segment
exhibited varied evaluation criteria)
4. Purchase Decision and Implementation
o Limited Problem Solving Behaviour
o Huge degree of brand loyalty
o
Time and
non-availability are not
significant constraining factors for brand decision or long-term
consumption. However, short-term consumption may be dependent on
availability.
o
Transforming a
purchase intention into a
purchase decision is influenced by a variety of factors. In the
long-term
decision to purchase is based on the decision to continue, reduce or
quit
smoking, and is based on the following criteria (in descending order of
rank) –
Personal health, family pressure, family health, religious reasons,
guilt.
Brand decision is based on image (further dependent on peer image and
association with self-image). It should be noted however, that these
ranks were
given by consumer’s themselves and guilt is liable to play a larger
part among
the younger target audience (i.e. first-time smokers) than admitted.
o
Unanticipated
Situational Factors (e.g.
Reactions of salespersons) are rare in occurrence and do not
have
significant impact on the purchase decision.
6. Post-purchase Behaviour
Satisfaction
or dissatisfaction is not dependent on
many factors and remains roughly similar for each consumer across
purchase
periods
Post-purchase
evaluation is very significant for first-time users
(First time use is defined as consumption not purchase as it is not
usually
linked with direct purchase by the final user). This phenomenon
decreases as
use become more prevalent, though no specific dividing timeline or use
could be
identified where such evaluation loses significance.