Buyer Behaviour Example

Buyer Behaviour Example Buyer Behaviour â€" Assignment Example > Buyer Behaviour in Retail ContextBuyer Behaviour in retail contextConsumer or buyer behaviour is an important area of marketing which should be given utmost importance. Marketing in all areas is done with the consumer in the mind, as he is the ultimate person going to use the products. The success of a business depends on the satisfaction of the customer. So understanding the consumer behaviour is very essential to improve and sustain the sales of any product. The field of Buyer behaviour deals with the factors influencing or associated with the decision making process of the purchase. There are two types of buyers. One is the purchase by the retail customer or end user spending his own money. He is the retail consumer. The second category is the purchase made on behalf of a business or any organization. Here the buyer does not spend his own money and only represents his business. He is the business buyer or consumer. The sales to the former are known as business to consumer and t he later as business-to-business. There are wide variations with respect to the selling concepts and the buying behaviours of both the above. For any sales person to be successful in the process of selling, either to a direct consumer or to a business, understanding his consumer is of paramount importance. He should understand the needs and requirements of the customer and be able to evaluate the major factors that would influence the customer’s choice. This broad outline is the main similarity between selling to both the groups of buyers. More than the similarities, differences are more in the buying behaviours of a retail consumer and a business consumer. The conditions affecting the buying behavior of retail consumer are more varied in nature when compared to that of the business consumer. In this report, the selling situations to both the categories are discussed through two examples and the buying criteria, buying methods, similarities and the differences between both would be analyzed. However, before that brief descriptions about the factors associated with the buying behaviours of both the groups of buyers are given. A retail consumer takes a buying decision mainly to satisfy his requirement and for his personal use. He looks out for the personal gains and satisfaction. The main factors influencing his behaviour are psychological, social and economic in nature. These in other words can be written as internal factors such as the extent of necessity of his need, level of desire (strong or weak) to buy the product, his perception and the knowledge about the product, his lifestyle, the influence exerted by his family members in choosing the product, his ability to take his own decision, and his individual personality. The social factors include the opinions of his friends, colleagues or the cultural or social group he belongs. The marketers of the products also play an important role in his decision making process. These are the way a particular bran d has been advertised, the real benefits when compared to other brands, price discounts and offers, after sales service, modes of payment and other customer experiences.