Consumer Buying Behaviour

What is Consumer Buying Behavior?

Definition of Buying Behavior:
Buying Behavior is the decision processes and acts of people involved in buying and using products.

Need to understand:

• why consumers make the purchases that they make?
• what factors influence consumer purchases?
• the changing factors in our society.

Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A firm needs to analyze buying behavior for:

• Buyers reactions to a firms marketing strategy has a great impact on the firms success.
• The marketing concept stresses that a firm should create a Marketing Mix (MM) that satisfies (gives utility to) customers, therefore need to analyze the what, where, when and how consumers buy.

Marketers can better predict how consumers will respond to marketing strategies.