UNDERSTANDING BUYER BEHAVIOUR

Understanding Buyer Behaviour

Understanding Buyer Behaviour

If a marketer can identify consumer buyer behaviour, he or she will be in a better position to target products and services at them. Buyer behaviour is focused upon the needs of individuals, groups and organizations (Gary and Philip, 2008). It is important to understand the relevance of human needs to buyer behaviour (remember, marketing is about satisfying needs).

Let's look at human motivations as introduced by Abraham Maslow by his hierarchy of needs: The hierarchy is triangular. This is because as you move up it, fewer and fewer people satisfy higher level needs. We ...