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MARKETING MANAGEMENT - Buyer Behaviour

What is Buyer Behaviour? - Buyer Behaviour

   Posted On :  17.06.2018 11:56 pm

Consumer behaviour is the process through which the ultimate buyer makes purchase decisions.

What is Buyer Behaviour?

Consumer behaviour is the process through which the ultimate buyer makes purchase decisions. Here is a sample of popular definitions for consumer behaviour
 
‘… the study of the buying units and the exchange processes involved in acquiring, consuming, and disposing of goods, services, experiences, and ideas’ (Mowen)
 
‘… the decision process and physical activity individuals engage in when evaluating, acquiring, using or disposing of goods and services’ (Loudon and Della Bitta)
 
‘… reflects the totality of consumers’ decisions with respect to the acquisition, usage and disposition of goods, services, time and ideas by (human) decision making units (over time)’ (Jacob Jacoby)
 
The definition by Jacoby can be further illustrated.

      The totality of consumers’ decisions include whether to buy or not, what to buy, why to buy, how to buy, when to buy, where to buy and also how much/ how often/ how long. The idea of consumption not only includes purchasing and using, but also disposing. The marketer’s offering can mean many things – be it product, service, time, ideas, people and so on.
 
      The term decision making units obviously refer to people involved. In a typical purchase, many people may be involved and they play different roles such as information gatherer, influencer, decider, purchaser and user. In a consumer buying context, it may mean a family or group influence where as in the industrial buying context, it means a cross-functional team with each member of the team performing a particular role in the buying decision.
 
      The word ‘time’ could mean different units of time like hours, days, weeks, months and years. 
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