In the world of business, producers and consumers they are symbolism mutualism to each other. But, does every producer’s brand attract every consumer from all differences of income level? Does brand awareness something that people needs or people wants? Although needs and wants seems to be the simple logic in business and daily economic, but there are a lot of factors, indicators, even affection that take parts in the decision of buying patterns for every individuals in this world.
Based on Wikipedia, consumer buying behavior is “the study of when, why, how, where and what people do or do not buy products”. But in my point of view consumer buying behavior is a buying pattern that resulted by the complexity combination of economical status of consumers, needs and satisfaction evaluation.
In the characteristic that affecting consumer behavior; cultures, social and personal are the major factors that affecting the consumer behavior. Especially for the personal point, it describes about financial of the consumer that definitely affecting the economical status of the consumer. Psychologically, people that have high economic status would seek goods with high quality, luxury, and expensive which obviously would support their life performance, social status and so forth. Unrecognizable, it becomes their lifestyle something that they need in their daily life; it becomes their culture. This is how consumer buying behavior outcome to buyer’s response of the goods and it supported by economical status level with affection in cultural and lifestyle of the consumer.
Besides characteristics, brand awareness also affected by the product satisfaction itself as the buyer decision process. The basic marketing strategy involves in the evaluation and buying decision of brands’ product. It is how to persuade consumers to buy the expensive goods that they sell; by promotions, quality control, and post-purchase affection resulted in society lifestyle.
There is also connectivity between brand awareness in consumer buying behavior with the Maslow’s Hierarchy of needs. Based on the hierarchy of needs, brand awareness would easily affect the consumers who are in the highest level (self actualization or self-development). With this level, people are going to develop their self to harmonize the social situation of lifestyle in surround. The higher the social situation of lifestyle, consumers would become more sensitive of their appearance then again affecting the consumer buying behavior.
Maslow’s theory might indicate the factors of the decision buying patterns. As the hierarchy higher, the complexity of the pattern of buying behavior would be higher as well and affecting the final decision of buying. By thus it shown, the shifted of wants to needs of purchasing goods in order to fulfill the social and lifestyle requirement.