The role of the brand in identifying patterns of the consumer decision-making process on the example purchasing a passenger car

Abstract

Objectives Nowadays, the five-stage consumer decision-making process ends with the purchase of a specific brand of product. When searching for information, decision makers usually have specific categories that they search when solving a given decision problem. The aim of this manuscript is to check whether the product brand influences the scope of information necessary to make a decision to purchase a passenger car. The article focuses on specifying the place of decisions in the purchasing process, as well as taking into account the brand's position. Material and methods The research procedure was based of in two stages. In the first step, the respondents' attitude towards the decision-making process was examined, and then, using an information table, an experiment was conducted focusing on the respondent's choice of a product. Then, statistical inference was performed using basic statistical analyses, the Mann-Whitney non-parametric statistical test, and correlation analysis. Results Based on of the analysis, assumed that in the event of a consumer decision making process on the purchase of a car, a brand information there is an information that consumer is acquire first. Moreover, consumers in the aim of satisfy a need reach for brands that are well known to them and, consequently, tested. The developed pattern of consumer behavior when choosing a car assumes that the subsequent information that decision-makers reach for is related to incurring costs. Conclusions In the era of inflation, this fact is not surprising, because consumers must manage their home budget very carefully and prudently. The fact of incurring high additional costs while exploring a new brand of passenger car can lead to some kind of frustration.

Keywords

• consumer behavior
• role of the brand
• consumer decision-making process
• information table
• correlation analysis
• information categories