To Examine the Impact of Customers Implicit and Explicit Knowledge on their Purchasing Behavior

Abstract

Among the most important success criteria for a business-to-consumer corporation is convincing its clients to buy its products. Most consumers base their purchasing decisions on their knowledge, whether it be cognitive, emotional, tacit, or explicit information. To decide any purchasing decisions at the consumer level, a corporation must first understand the degree of information and how the knowledge dynamic acts in the customer's head while making a purchasing decision. The corporation provides certain information about its products and services, which the consumer understands. Based on this information and the customer's internal profile, which is defined by his cognitive and emotional understanding, the consumer forms an opinion about the product and makes a purchasing choice. This encounter generates product knowledge, which, when combined with additional stimuli from the firm, might lead to a repeat purchasing transaction or not. Some conditions and acts can have a significant impact on consumer behaviors, such as: 1) Promotional strategies, 2) economic circumstances, 3) One's purchasing power. Marketers are usually extremely familiar with explicit measures. They are straightforward, quick, and simple to implement. For example, they might take the form of paper and pencil surveys in which customers are questioned about how much they appreciate a certain brand, how favorably they perceive it, or if they recall seeing an advertisement for that brand. Implicit measurements are far less straightforward, attempting to quantify instinctive judgments that underpin our attitudes and beliefs. Implicit measurements, for the most part, are based on real observable behavior, such as response times in a programmed activity.