buyer behaviour

Topics: Marketing, BMW, Customer service Pages: 12 (4015 words) Published: May 29, 2014
 “Understanding Buyer Behaviour”

Task 1

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 such as age gender. Situational factors such as lifestyle and experience factors such as previous buying experience also effects buying behaviour. Social factors such as culture and physiological factors such as personality type and attitudes and beliefs also come into play. Organisations that intend to sell a product or service will gain key knowledge on how to market their products or services if they understand the buying behaviour of their targeted markets and also consumers in general. This is because it allows the organisation to alter and edit its marketing strategy and marketing material to their advantage to maximise its effectiveness. Organisations also benefit from understanding buyer behaviour in many other ways. This is because it helps them gain the knowledge on how to also improve products and services. It also helps ensure customers are satisfied and help target customers more effectively. It will also increase the organisations knowledge about the marketing field but also help the organisation gain a competitive advantage. All the factors are the main reasons why understanding buyer behaviour is extremely valuable to an organisation. The buyer behaviour theory or “black box model” is a great tool to use to understand buyer behaviour. The Black box Model for the buyer behaviour theory is below.

This model shows us the interaction within the buyer behaviour process. This model considers the buyers response as a result of a conscious and rational decision process. In this model is assumed that the buyer has recognized the problem however in real world a lot of consumer decisions are not made due to an awareness of a problem. This theory can be easily applied to buyer behaviour and understanding it however it does have a weakness as it may not be as effective in real world situations. Buyer behaviour essentially shows an organisation how a consumer buys and this is why it is essential that buyer behaviour is determined by an...

Bibliography: 1 . Solomon M, Bamossy G, Askegaard S. and Hogg, M. K. Consumer Behaviour.Pearson Education. 2006.
2. Solomon M, Bamossy G, Askegaard S. and Hogg, M. K. Consumer Behaviour.Pearson Education. 2006.Fgure1.1,Some issues that arise during stages in the consumption process,p7
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