A Consumers Buyer Behaviour
A consumers buyer behavior is influenced by four major factors; cultural, social, personal, and psychological factors. These factors cause consumers to develop product and brand preferences. Although many of these factors cannot be directly controlled by marketers, understanding of their impact is essential as marketing mix strategies can be developed to appeal to the preferences of the target market. When purchasing any product, a consumer goes through a decision process. This process consists of up to five stages: problem recognition, information search, evaluation of alternatives, purchase decisions and post purchase behavior. The length of this decision process will vary, ranging from a shorter routine response behavior, to limited problem solving and a more comprehensive extensive problem solving. A consumer may not act in isolation in the purchase, but rather may be influenced by any of several people in various roles. The number of people involved in the buying decision increases with the level of involvement and complexity of the buying decision behavior.
Buyer- the person who makes the actual purchase. CULTURAL factors include a consumer's culture, subculture and social class. These factors are often inherent in our values and decision processes. Other people often influence a consumers purchase decision. The marketer needs to know which people are involved in the buying decision and what role each person plays, so that marketing strategies can also be aimed at these people. Data from the Consumer Expenditure Survey are used in a number of different ways by a variety of users. Market researchers find the data useful in analyzing the demand for groups of goods and services. The data allow them to track spending trends of different types of consumer. Government and private agencies use the data to study the welfare of particular segments of the population, such as of consumer units with a reference person age 65 and over or under age 25, or for low-income consumer units. Economic policymakers use the data to study the impact of policy changes in the welfare of different socioeconomic groups. Researchers use the data in a variety of
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Approximate Word count = 738
Approximate Pages = 3 (250 words per page double spaced)
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