marketing

The model of consumer buyer behavior is a complex process that includes the evaluation of a customer’s memory, perception, attitude, and motivations. These four factors all work together to shape how consumers make purchase decisions. One factor influencing buyer behavior is memory. Memory refers to the internal mental processes of recalling a product or service from past experiences. Consumers might remember a product being affordable, having a good flavor, available in a certain size, etc. These memories can be both positive and negative, influencing how willing a consumer is to purchase the product again. For example, if a consumer had a negative experience with a brand of cereal and this experience was imprinted in his or her memory, along with positive experiences with a different brand of cereal; then this consumer is more likely to buy the different brand of cereal even if the prior experience with the first brand was a long time ago. In the real world, this can influence consumer decision making, such as through word-of-mouth publicity. If someone doesn’t have a positive experience and shares this with their friends, then other people may avoid that product and choose something else. Memory is an integral part of consumer behavior and should be taken into account when designing marketing strategies.