TABLE OF CONTENTS
BUYER BEHAVIOUR 3
THE BLACK BOX MODEL 3
FACTORS AFFECTING CONSUMER BEHAVIOUR 3
BUYER’S DECISION PROCESS 6
TYPES OF CONSUMER BEHAVIOUR 10
BRAND LOYALTY 12
DIFFUSION OF INNOVATION 14
PRICING STRATEGY 17
TABLE OF FIGURES
Figure 1 Factors buying behaviour 4
Figure 2 Decision making process 7
Figure 3 Types of consumer behaviour 10
Figure 4 Dog food brands 13
Figure 5 Categories of innovators 17
Figure 6 Skimming price strategy 18
Understanding consumer buying behaviour is crucial for successful marketing.
‘Those acts of individuals directly involved in obtaining, using & disposing of economic goods and services, including the decision processes that precede and determine these acts.’ Buying behaviour can be classified into different models such as Simple models of buying behaviour, decision process models, personal variable models and into four groups which are complex, dissonance-reducing, variety-seeking and habitual buying behaviour. These buying decision behaviours vary in terms if the involvement levels and the perceived differences between brands. It is important to understand buyer motives, branding and brand loyalty, there are different factor that influence the individual’s behaviour as a customer in which in this assignment I will explain it.
According to Mitchell (2002:71), one of the core functions of marketing is to connect buyers and sellers as efficiently and effectively as possible. Therefore, it is imperative for marketers to acquire a profound and comprehensive understanding of consumer buying behaviours.
TO: Products Director
FROM: Research International Plc.
DATE: 25 March 2008
SUBJECT: Factors that affect Sainsbury’s buyer behaviour relative with dog food.
Selected Product: DOG FOOD
Decision processes and acts of people involved in buying and using...