How Buyer Behavior Affects Marketing Activities in Different Buying Situations

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2d. How buyer behavior affects marketing activities in different buying situations Consumer buying behavior is ‘the mental and emotional processes and the observable behavior of consumers during searching purchasing and post consumption of a product and service’ (Batra & Kazmi, 2004). The exploration and capture information about customer buying behavior is extremely important to Sunshine. Consumer behavior involves study of how people buy, what they buy, when they buy and why they buy. It blends the elements from psychology, sociology, anthropology and economics. It also tries to assess the influence on the consumer from groups such as family, friends, reference groups and society in general. With that knowledge, Sunshine will know exactly what customers are lacking to increase the value of Nightwish, from which, the company will attract customers, particularly the potential customers. Target market of Sunshine includes young people who have high demand for their products because it meets their aesthetic that other products do not, and what they need is nightlight in taste and convenience fashion their lives. However, buying behavior differ between consumers and organizations. By the each subject, the demand and usage product is not the same so, the factors affecting their buying behavior is different. From the comparison and distinction between the elements in the table below demonstrates specific to this group. | Consumer buying behavior| Organization buying behavior| Process| Need recognition: The buyer is stimulated by internal or external. Their needs are triggered when they want themselves or by friends, relatives entice.Information search: From the desire to purchase, the buyer will find out information sources such as newspapers, Internet, and so on to grasp the product information. With Sunshine's information such as discounts, cheap will easily attract their attention.Evaluation of alternatives: the customer reviews, compares the products of competitors to find the product to bring the most benefit. The period-end, customers will create purchase intention. Sunshine sharp focuses the competitive advantage to attract the attention of customers.Purchase decision: Purchase intentions and actual actions may be governed when customers contact the customer care services of the company so Sunshine needs attention to this management stage.Post purchase behavior: The after-sales service is needed to create customer satisfaction, thereby maintaining relationships with existing customers, saving costs attract new customers.| Recognize the problem: organizations purchasing usually only buy when have problems that the product is the key solve problems, so the identification and capture problem is essential.Develop product specifications to solve the problem: The organization will explore the features by which products or organizations will be able to solve their problems.Search for products and suppliers: Organizations before making a decision, they need to find suppliers and products suitable to their needs.Evaluate products relative to specifications: to solve radically the problem of organizations, they will evaluate the quality and quantity of these can provide of vendors to find the most logical partner.Select and order the most appropriate product: After selection, the organization will be based on the need to order with suppliers. On the other hand, they require the supplier of the basic specifications for the needs of the business.Evaluate the product and supplier performance: From the data, organize evaluate the performance and quality of the provider service, from there, enterprises make decisions long-term purchasing or terminate contracts with the rest.| The factors that influence| Cultural: culture of a market will affect the consumption of its products through the elements: beliefs, language, religion, values, attitudes, and so on. Sunshine participation in Vietnam market also needs to understand...
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