Consumption and Purchasing Behavior

Torsten Tomczak (), Sven Reinecke () and Johanna Gollnhofer ()
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Torsten Tomczak: University of St. Gallen, Institute for Customer Insight
Sven Reinecke: University of St. Gallen, Institute for Customer Insight
Johanna Gollnhofer: University of St. Gallen, Institut for Customer Insight

Chapter 2 in Strategic Marketing, 2026, pp 15-31 from Springer

Abstract: Summary This chapter deals with the consumption and purchasing behavior of consumers. A better understanding at the consumer level helps to answer questions at the marketing level. The first part deals with purchasing decision processes. This chapter distinguishes between four different purchasing decision processes (extensive purchase decisions, limited purchase decisions, habitual purchase decisions, impulsive purchase decisions, and collective purchase decisions). The second part deals with different factors that affect consumer behavior (such as individual, social, and situational factors).

Date: 2026
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DOI: 10.1007/978-3-658-50577-6_2

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