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
| 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...
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