BUYER BEHAVIOUR

Buyer Behaviour: The Consumer Decision-Making Process & Purchasing a Car

Buyer Behaviour: The Consumer Decision-Making Process & Purchasing a Car

Buyer Behaviour

Buyer behaviour is an important element of participation in terms of fidelity and attitude to service. It is necessary for it to analyze the behaviour of buyers in the purchase decision process and redemption. It is influenced by different components. Buyer motivation influences will devote his efforts to achieve the goals he deems necessary to the satisfaction of his needs. However, not all buyers are similarly motivated. Some cannot live without the desired object while the other, for an identical need, are not much interested in the purpose or object. The implication, which reflects this difference, is a variable that significantly affects buyer behaviour. In marketing, we use the concept of involvement to study the intensity and nature of buyer motivation; it results in a state of interest in a category of product / service. The concept of involvement is central to the fields of marketing research. It is considered one of the key concepts of buyer behaviour and mainly in the analysis of purchasing behaviour. The notion of implication is closely linked to notions of commitment, motivation, attitude, behaviour Interest directly related to it.

Assumptions for the Case

In this case the customer is a middle age man with middle class income status. He is making the purchase of car for the first time. He is married and he needs a car according to his family needs. The consumer is characterized as an economic man, i.e. to make rational decisions. This model has been criticized by consumer researchers, for various reasons (Data Retrieved From: http://academic.mintel.com/sinatra/oxygen_academic/splash/moreinfo=sign) (Mason, 2012, pp. 1).

Consumers operate in an imperfect world, which does not maximize their decisions in terms of purely economic considerations such as price-quantity relationship, marginal utility, or indifference curves. The consumer usually has no disposition to engage in prolonged activities of decision-making, and be content with a decision "satisfactory", one that is "good enough". For this reason, objects to the economic model as too simplistic and idealistic.

Section 2: Factors that Affect Buying Behavior

Behaviour of the consumer is influenced by several factors that are divided into two groups

External variables

These variables are those which come from personal, social groups, cultural, economic, technological, environmental influences. For example:

The state of the economy

Innovation in the product category.

Cultural environment are the set of values, ideas, behaviors, beliefs, norms and customs peculiar to each society

Environment: use of recycled products

Social class: it is a very important influence, since there are a number of variables that lead to direct consumption relative to economic opportunities or, in some cases above them.

Reference groups are thoese with which the individual relates.

The family important in decision-making.

Personal influence is exercised by the providers.

Internal Variables

These variables are those that comes from psychological factors like personal experience, motivation, personal characteristics and attitude. For example;

Motivation is the psychological expression of needs, to provide a number of reasons why you require anything

Attitudes: predisposition to act or not act ...