MARKETING RESEARCH

Buyer behaviour and Market Research



Buyer Behaviour and Market Research

Introduction

Buying demeanour is distinguished as the set of mind-set that distinguishes the patterns of consumer's choice. It is the incident that varies counting on the very broad kind of constituents for demonstration profits, communal and heritage factors. These constituents can be recognised as the influential to buying demeanour and there are more over some situational contexts that can sway buyer choices. Thus, researches in the locality of buyer buying patterns determination that it is derivative of function that adopts economic standards and dealing stimuli. Purchasing behaviour includes the process of identifying and selecting a bid. It behaves varies by property, preparatory to the purchase and the actions taken on the point of sale (virtual or real).it is really important for a company to study the buying patterns for strategic business planning and marketing efforts (Wilson, 1970).

Consumers and users of the products are market players, and therefore they are of interest to decision makers to complete objectives of the company business strategies. They are also the recipients ultimately and are affected by the outcome of other activities of the company. In this paper, we will propose a marketing research plan of Unilever considering the aspect of buying consumer buying behaviour.

Unilever

Unilever is a multinational giant whose headquarter is located in Rotterdam (Netherlands) and London (UK). The company operates in over 100 countries and has the third largest global consumer products (by sales) and is largest producer of ice and tea in the world. Unilever has over 400 brands worldwide, 13 of which have a turnover amounting to over one billion Euros and 8 to more than half a billion Euros. Overall, 20 major brands of Unilever represent result in about 70% of global sales. It was established in 1930 through the merger of the Netherlands margarine producer, Margarine Unie and the British soap industry's pioneer company Lever Brothers. The logic of unification was the fact that both manufacturers have imported the same product for palm oil, which is obtained from foreign plantations. Increased purchases allow companies to save money and get the benefit (Viguerie, 2009).

Unilever focused on the fact that the that 95% of population increase in the world will occur in the developing world, and even as 355% of all the revenues of the organisation came from the developing world, and since in this area Unilever had a strong presence therefore it stood to gain tremendously from it. Marketing more products in these countries not only boosted revenue but also led to customer loyalty that in turn led to a more strategic development. To cater to the developing countries' local requirements, the organisation searched for new alternatives in terms of packaging and pricing strategies like single use shampoo sachets and small sized soap bars. These items could be bought one at a time from a very limited budget (Triantaphyllou, 2009).

Buying Behaviour Patterns

Usually there are four attribute buying demeanour patterns that can be delineated and they are as: Limited decision-making buying demeanour, ...