Buyer behaviour is a very important factor to understand when it comes to marketing. A vital point of the marketing process is to understand why a consumer/buyer makes a certain purchase. By understanding buyer behaviour it will make it significantly easier for the business to meet the needs and wants of consumers. In addition to understanding the needs of your customers businesses would also need to understand what motivates them to purchase, and how you can influence the buying process to ensure that your products or services are on their shopping lists.
Consumer behaviour is a large significant part of the marketing process it allows businesses to study individuals or groups and why they make purchases whether it is due to needs or desires. Consumers are the people who will use a product or service and the consumer will only actually do this if they make a purchase. So from the organisations perspective understanding consumers and their buying behaviour is a major part of success.
There are two main points regarding buyer behaviour and they are, A) The actions of consumers and B) the social and mental processes involved in the purchase. This knowledge of consumers can only be gained if the business does the correct market research. If a business’s understands buyer behaviour of consumers it helps them not only on how to develop their product but also how to market it. The knowledge obtained through the study of consumer behaviour is used by marketers in various ways that adds value to the company, customer and society as a whole. The decision making process of marketers is benefited by this knowledge.
There are many advantages to understanding buyer behaviour essentially it will give organisations the knowledge on how to sell their products and services as effectively as possible. Certain factors affect buyer behaviour such as personal factors i.e. demographics