Consumer Behavior: 7 Os

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Consumer Behavior
Marketing Management Revision Article Series
Buyer’s needs, characteristics and decision making process interact with the stimuli created by the environment and marketers and buying decisions are made by the buyers.

Hence marketers have to understand what happens in the buyer’s consciousness between the arrival of outside stimuli and the buyer’s purchase decision. The field of consumer behavior studies how consumers (individuals and groups) select, buy, use, and dispose of goods, services, ideas to satisfy their needs.

To understand the consumers in the target market, marketing managers rely on the 7 O’s framework of consumer research. 7 Os: Occupants, Objects, Objectives, Organizations, Operations, Occasions, Outletss Who constitutes the market? Occupants

What does the market buy? Objects
Why does the market buy? Objectives
Who participates in buying? Organizations
How does the market buy? Operations
When does the market buy? Occasions
Where does the market buy? Outlets
Buyer’s needs, characteristics and decision making process interact with the stimuli created by the environment and marketers and buying decisions are made by the buyers.
Hence marketers have to understand what happens in the buyer’s consciousness between the arrival of outside stimuli and the buyer’s purchase decision. They must answer two questions:
• How do the buyer’s characteristics – socio-cultural (sociological), personal, and psychological influence buying behavior? • How does the buyer make purchasing decisions?

Buyer’s needs, characteristics and decision making process interact with the stimuli created by the environment and marketers and buying decisions are made by the buyers.

Hence marketers have to understand what happens in the buyer’s consciousness between the arrival of outside stimuli and the buyer’s purchase decision. Buyer’s needs, characteristics and decision making process interact with the...
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