Literature review on post purchase behaviour -

A Literature Review on Consumer Behavior: The Psychology of

Although it sounds simple and clear, these needs can be various depending on the personal factors such as age, psychology and personality. Also there are some other external factors which are broad and beyond the control of the consumer. Although the importance of this stage is not highlighted by many authors Neal et al (2004) argues that this is perhaps one of the most important stages in the consumer decision making process as it directly affects the consumers purchases of the same product or service from the same supplier in the future. One of such studies of consumer buying behaviour has been conducted by Acebron et al (2000). The aim of the study was to analyze the impact of previous experience on buying behaviour of fresh foods, particularly mussels.

The most noteworthy writers that serve as academic advocates of The Five Stage Model of consumer decision making include Tyagi (2004 Kahle and Close (2006) Blackwell et al. (2006 and others. A number of researches have been carried out by academics and scholars on identifying and analyzing those factors affecting the consumers buying behaviour and as a result, various types of factors have been identified. Backhaus et al (2007) suggested that purchase decision is one of the important stages as this stage refers to occurrence of transaction. In other words, once the consumer recognized the need, searched for relevant information and considered the alternatives he/she makes decision whether or not to make the decision.

Despite the fact that they have been classified into different groups by different authors they are similar in scope and purpose (Rao, 2007). There is a wide range of factors that can affect consumer behaviour in different ways. These factors have been classified into different types and categories in different ways by different authors. For instance, Wiedermann et al (2007) classified them into internal and external factor. On the other hand, Winer (2009) divided them into social, personal and psychological factors.