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
What are the various approaches for selecting target markets? Once a firm understand its markets and the suitable bases for segmenting such markets, this should choose an appro

Question 1: How different is administrative law from civil law and criminal law? Explain your answer by giving examples and citing court decisions. Question 2: What are

how to draw consumer profile of a typical buyer of ray ban?

factors influecing product mix

Question 1: Discuss the differences and similarities between consumer buying behaviour and industrial buying behaviour. Question 2: For any organization of your choice,

Q. Increase in level of competition and Readership by ads? Increase in level of competition:- The level of competition has enhanced manifold. For any product numerous brands

State the Types of channels of distribution Generally we don't buy goods directly from the producers. Producers/manufacturers usually use services of one or more middlemen to s

Question : Competitive tourism and hospitality organisations strive to deliver a high level of service quality to their customers. As a Marketing Manager of one of these org

Question: "The world is changing dramatically with the internet becoming increasingly the panacea for all things that touch the customer and the customer-facing processes. H

Types of intermediaries: 1. Sole selling agent\marketer: when a manufacture prefers to stay of the marketing and distribution task he appoints a suitable agency as his sole s