CHAPTER 1: INTRODUCTION
One of the best ways to raise the service level is by knowing the consumers perception on buying certain product (Zemke, Woods, 1998). Consumers evaluate products based on attribute that are important for them that can still go further than physical product features as consumers often link attributes in the consequence on buying or using product. Product attributes are used to develop a new product and positioning strategy and advertising strategies to influence consumers wants and it also offer benefits for their satisfaction. On markets, what is the importance of these attributes on buying specific product like potato chips? What is the role of buying potato chips in our life? And, how those attributes affect consumers’ buying behavior?
Product attributes define the important and significant facts about a certain product. These include things such as brands, size, type, color, and style. It is also the collection of features that make a product functional, useful or attractively pleasing to customers. Effective attributes of a given product work together to provide benefits that cause customers to buy. Furthermore, product attributes are the collection of features that make a product functional, useful or aesthetically pleasing to customers. Effective attributes of a given product work together to provide the benefits that cause customers to buy (Kokemuller, 2017).

According to research, potato chips are one of the most popular snack foods consumed worldwide. These chips are served as appetizers, side dish, or as snacks.
On buying potato chips, certain attributes like brand name, and when was it made may be irrelevant because they are likely same with other potato chips. The comparison may therefore rest primarily on attributes like the quality of potato chips, price, quantity, and packaging.
What are the decision making strategies of a consumer on choosing potato chips? Well, consumers do not always consider all possible attributes and characteristics that can influence their buying behavior. But, in some consumers’ perspective, those attributes are determined the considerations and influence in their buying behavior. As you know, consumer behavior is the study of consumer’s actions during searching for, purchasing, evaluating, using and disposing of products and services that they expect will satisfy their need and the impacts that these processes have on the consumer and society. It attempts to understand the decision making processes of buyers, both individually and in groups such as how emotions affect buying behavior. It also studies characteristics of individual consumers such as demographics and behavioral variable in an attempt to understand people’s wants. It also tries to assess influences on the consumer from groups such as family, friends, sports, reference groups, and society in general.

To make a better decision making on which potato chips to buy, it is suggested to evaluate the product based on the contribution of attributes that characterize it. That is, each product attribute is representing an importance model in consumers’ buying behavior and a product is given value for each attribute. The purpose of product attributes is that it examines what are the consumers’ perceptions in buying potato chips and it investigates the consumer best choice in choosing potato chips.

Manufacturers and marketers need understanding about consumers’ buying behavior, and then work out the suitable value proposition for their goods and services. It is well known fact that the success of any business organization from the ablity of the company to understand the buying behavior of consumers. This study is helpful when designing and implementing marketing programs. Failure to understand the change of buyer’s behavior and improper allocation and collaboration of resources will lead the organization to great losses. The better marketers are at understanding consumer behavior, the more successful they will be at influencing consumers purchase behavior (Kurti Shah, 2009).

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