Journal of International Business Research and Marketing · 2017 · 301 citations · 13 references
BusinessMarketingMarketing ManagementConsumer BehaviorMarketing StrategyStrategic MarketingConsumer Decision-makingConsumer InvolvementConsumer TheoryBuying Behaviour AnalysisBuying Decision ProcessConsumer Behavior AnalysisConsumer Buying BehaviorConsumer Decision-making AnalysisConsumer Purchasing BehaviorMomentsResearch Articles
Recent research has increasingly focused on consumer decision‑making, making it a key topic in marketing literature. This paper reviews literature on consumer buying decision‑making, identifies emerging trends, proposes a framework of critical moments and influencing factors, offers marketing recommendations, and outlines future research directions. The authors evaluated core models and theories from 24 journal articles, reports, and marketing books. The review yields actionable recommendations for marketers to better understand consumer behaviour and enhance campaign effectiveness.
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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