Buyer Behaviour
Buyer Behaviour: The Consumer Decision-Making Process as it relates to Replacing a Laptop Computer
Table of Content:
1. Introduction…………………………………….Page:1
2. The characteristics that affect consumer behaviour
3. The types of consumer buying decisions
4. The components of the decision making process
5. Conclusion
6. Reference list
7. Appendices
1. Introduction
The purpose of this report is to describe the purchasing scenario of a consumer who is about to purchase a device to replace their broken or outdated laptop. The decision on what device to purchase is complex and depends on their individual needs.
Consumer buying behaviour is defined by Kotler et al (2008:238) as “[t]he buying behaviour of final consumers-individuals and households who buy goods and services for personal consumption”.
The world as we know it today has rapidly changed due to advancement in technology. Consumers preference are also changing due to the market changes that continue to occur .In order for a business to survive in the competitive markets today ,a company/firm has to be up to date with the latest consumer taste and trends. Consumer behaviour offers vital information and guidelines to marketers on the new upcoming technological changes that they will need to explore for example, Lap tops, PC, IPods, Phones and etc.
Consumer behaviour is important in marketing, because it focuses on the customer’s views and what customer value at all times. Customers’ needs/wants are always deliberated by the company so as to provide the best service/product in return.
2. The characteristics that affect consumer behaviour
Mr Dennis Nyanmichaba an accountant at NBC Bank has faults with his HP Laptop which keeps on heating up and randomly shutting down every time he places it on a hard surface, due the problems he can hardly use his laptop at home or work because it keeps shutting down, and sometimes when he is doing
Table of Content:
1. Introduction…………………………………….Page:1
2. The characteristics that affect consumer behaviour
3. The types of consumer buying decisions
4. The components of the decision making process
5. Conclusion
6. Reference list
7. Appendices
1. Introduction
The purpose of this report is to describe the purchasing scenario of a consumer who is about to purchase a device to replace their broken or outdated laptop. The decision on what device to purchase is complex and depends on their individual needs.
Consumer buying behaviour is defined by Kotler et al (2008:238) as “[t]he buying behaviour of final consumers-individuals and households who buy goods and services for personal consumption”.
The world as we know it today has rapidly changed due to advancement in technology. Consumers preference are also changing due to the market changes that continue to occur .In order for a business to survive in the competitive markets today ,a company/firm has to be up to date with the latest consumer taste and trends. Consumer behaviour offers vital information and guidelines to marketers on the new upcoming technological changes that they will need to explore for example, Lap tops, PC, IPods, Phones and etc.
Consumer behaviour is important in marketing, because it focuses on the customer’s views and what customer value at all times. Customers’ needs/wants are always deliberated by the company so as to provide the best service/product in return.
2. The characteristics that affect consumer behaviour
Mr Dennis Nyanmichaba an accountant at NBC Bank has faults with his HP Laptop which keeps on heating up and randomly shutting down every time he places it on a hard surface, due the problems he can hardly use his laptop at home or work because it keeps shutting down, and sometimes when he is doing
References: Asifo Shah (2010) http://ezinearticles.com/?Factors-Affecting-Consumer-Behavior&id=4602848 Characteristics Affecting Consumer Behavior | eHow.com (2012) http://www.ehow.com/list_7697766_characteristics-affecting-consumer-behavior.html#ixzz2C99pwk7Y