CONSUMER BUYING BEHAVIOUR - INTRODUCTION
The job of marketer is to meet and satisfy target customers needs and wants but “knowing customer" is not a simple task. Understanding the buying behavior of the target market for its company products is the essential task for the marketing dep’t. The job of the marketers is to “think customer” and to guide the company into developing offers, which are meaningful and attractive to target customers and creating solutions that deliver satisfaction to the customers, profits to customer and benefits to the stakeholders.
Marketers must study the customer taste, preferences, wants, shopping and buying behavior because such study provides the clues for developing the new products, price, product changes, messages and other marketing mix elements. In understand the concept of buying we have the some of the key questions. They are: -
- Why does the market buying? Objective
- Who does the market buying? Organization
- What does the market buying? Objects
- When does the market buying? Occasions
- Where does the market buying? Outlets
- How does the market buying? Operations
Along with that there are two more questions that are also related with above. They are: -
- How do the buyer’s characteristics influence the buying behavior?
- How does the buyer make purchasing decisions?
These are some of questions that solutions help to predict the buying behavior.
WAYS OF BUYING BEHAVIOR
According to the concept of marketing the buying behavior can be divided in two ways :-
- Consumer Behavior: - It includes that user who buys the product for the direct consumption, not to use for further sale purpose. Like as home users.
- Business Behavior: - It includes those users who buy the product for the further sale
