Buyer Behavior Essay Example | Topics and Well Written Essays - 2000 words

Buyer look - Essay ExampleVarious models of consumer behaviour have been developed oer the years. The models reflect the different buy situations in which consumers find themselves.Factors influencing consumer behaviour must be considered as well as similar factors influencing the purchasing decisions in business to business transactions. An understanding of these factors and how they influence the buying decision are extremely weighty when putting together a selling strategy. Market research also plays an important part in helping to identify relevant facts about buyer behaviour (consumer or organizational) and provides all kinds of information which forms the primer of strategy formulation.A motive to make a certain purchase is an internal state of the purchase. era consumer behavior is observable, motives are psychological constructs that can only be inferred. Buying motives for consumer products whitethorn be classified advertisement as economic, emotional, product, and re tail patronage. Some of the motives whitethorn be rational while others are emotional. To illustrate, economic motives allow in product durability or economy in use. Emotional motives might include romance, pleasure, or prestige. harvest-tide purchase motives might involve ease for making repairs or ease of installation. Patronage motives relate to mixed bag for selection or promptness in delivery. Motives relate to perception. Motives come from the consumers real self, self-image, ideal self, and looking-glass self. The way consumers compute the situation to themselves helps to shape their reactions or responses to marketers appeals (Sharon, Boyle, 2004 343).Consumer goals and needs are constantly changing in response to environmental conditions, interaction with others, and physical conditions. As individuals realize their goals, new objectives may be established. New levels of aspiration may surface. For example, if an individual loses ten pounds of weight other objective to lose an additional fifteen pounds may be established. Moreover, marketers need to be attuned to changing needs and goals. Automobile manufacturers have recognized the consumers need for prestige or status. This need may be less important as some consumers seek safety or family enjoyment as reasons for purchasing a new railcar. Since many families own more than one locomote vehicle, ownership of a Volvo sedan or station wagon, a pickup truck, and an economical used car for an adolescent might represent diverse needs. The reason consumers choose one brand over another may be vague and unknown to them. Why consumers choose one brand of refrigerator over another may be based on personal experience, an advertisement, a friends comment, a salespersons presentation, the location of the retail merchant for service or some other factor or combination thereof. Brand switching may occur as a result of changing needs, a dissatisfaction with the current brand used, or because a friend, relat ive, advertising campaign, an article in Consumer Reports, or other influence persuaded that consumer that a better benefit or value can be derived by switching brands. Marketers, by identifying and appealing to consumers motives, can generate a positive environment for the sale of their products. A study of men depicted