Consumer buying behaviour, Marketing Management

Consumer Buying Behaviour

Markets (and those which they serve) must be understood before marketing strategies may be developed. The consumer market purchase services and goods for personal consumption. With respect to the particular in the consumer market, the behaviour of the consumer is affected by the buyer's decision procedure. Buyer characteristics involve four major factors: social, cultural, personal, and psychological. Each of these factors is explored in detail. Relationships are drawn among the factors (and factor subparts) and the consumption purchases made by consumers. Because of many these factors are deep and long lasting in their influence, the marketing manager should pay special attention to gaining information regarding them with respect to the organization's target markets. Decisions vary depend on the degree of purchaser involvement and the degree of differences amongst brands. For new products, special situations influence the consumer selection decision. It has been found that consumers respond at several rates (based on product and consumer characteristics), acquire knowledge regarding the products in several different, and become aware of "newness" along varying rates of consideration. Factors that speed the rate of accepting of new products are covered and described. Understanding consumer behaviour is hard enough for companies marketing within the borders of a single country. The difficulty is compounded while a firm attempts to market in the global environment.

a)   Consumers make various buying decisions every day.

b) A model of consumer behaviour helps managers answer questions regarding what consumers buy, how and how much they purchase, where they purchase when they purchase, and why they buy.

1). Learning regarding, where, what, when, and how much is fairly easy.

2). Learning regarding the "why" is much more hard.

c)  The central question is: How do consumers respond to many marketing efforts the company may use.

d) The stimulus-response model of purchaser behaviour shows that marketing (build-up of the four P's- price, product place, and promotion) and other stimuli (likewise the, technological, economic, political, and cultural environments) centre on the consumer's "black box" and generate certain responses.

e) Marketers ought to figure out what is "in" the consumer's "black box."

f) The "black box" contains two parts.

1). The buyer's characteristics affect how he or she perceive and react to stimuli.

2). The buyer's decision procedure itself affects the buyer's behavior.

Posted Date: 11/8/2012 1:09:06 AM | Location : United States







Related Discussions:- Consumer buying behaviour, Assignment Help, Ask Question on Consumer buying behaviour, Get Answer, Expert's Help, Consumer buying behaviour Discussions

Write discussion on Consumer buying behaviour
Your posts are moderated
Related Questions
Buying motives: motive is thus urge that moves or promote a person to some action. Motive is an effectual desire one to a definite action. Customers purchase any goods as a result

ingredient branding in the market place


Read the journal article Lafferty, B. A., & Hult, G. T. M. (2001) ‘A synthesis of contemporary market orientation perspectives’, European Journal of Marketing, 35 (1/2), pp. 92–109

technolgoy can change the following three factors? a. politics b. lifestyle c. production process d. buying patterns

Product Planning : To perform the responsibilities the marketing managers follow  a  marketing  process  and  the  product managers  come  up  having  a marketing plan for indi

Discuss about the importance of marketing communications The media world has splintered into many different parts so have the audiences with whom organisations need to communic

Question 1: You work for a new regional airline that has recently started serving Mauritius. It is a low-cost budget airline. a. Explain what are the characteristics of ser

What are the Functions of Advertisement in Marketing? Functions of Advertisement: a) Enhance the market potential. b) Increase the sales. c) Communication to target

Can you help me with my math?