Explaining the consumer decision-making process: Critical literature review
Open accessAbstract
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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The consumer behaviour research literature cannot at present offer a widely accepted model of low-involvement decision making, which leads to the application of high-involvement decision models to low-involvement FMCG decisions by a process of default.
“the remarkable fact that the consumer behaviour research literature cannot at present offer a widely accepted model of low-involvement decision making [65], which leads to the application of high-involvement decision models to low-involvement FMCG decisions by a process of default [66].”
From Marketing Tactics for Sustainable Fashion and the Circular Economy: The Impact of Ethical Labels on Fast Fashion Choice (2023) · cites this paper as [65]
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- Authors
- Stankevich, A.
- Affiliations
- University of Twente (NL)
- Corresponding author
- Stankevich, Alina
- Venue
- JOURNAL OF INTERNATIONAL BUSINESS RESEARCH AND MARKETING
- Publisher
- Inovatus Usluge d.o.o.
- Published
- 2017
- Volume
- 2
- Issue
- 6
- Pages
- 7-14
- ISSN
- 1849-8558 (ISSN-L)
- OpenAlex
- W2767032379
- Cited by
- 308
- References
- 19
- Citations by year
- 2026: 16 · 2025: 48 · 2024: 53 · 2023: 55 · 2022: 52 · 2021: 49 · 2020: 24 · 2019: 6 · 2018: 2 · 2016: 1
- FWCI
- 15.83
- Type
- journal article
- Language
- en
- Open access
- hybrid
- doi.org
- Licence
- cc-by
- Locations
- Journal of International Business Research and Marketing (publishedVersion, cc-by)
- RePEc: Research Papers in Economics (submittedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Social Sciences › Sociology and Political Science › Consumer Behavior and Market Dynamics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
- Keywords
- consumer decision-making process, consumer behavior, buying behaviour, consumer behavior models, consumer theory, marketing campaigns
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