RUNNINGHEAD: Buyer Behaviour

Buyer behaviour and market research



Buyer behaviour and market research

Introduction

For those that want to feel fresh and young all the time, Skin care creams are a very important part for their proper skin care. As there is a massive increase in the beauty products every day, one of the top-most selections gracing the shelves of the department stores, grocery stores and pharmacy is skin care. There are various ingredients added in the skin creams for the treatment, improvement or healing the skin conditions that may arise. The purpose of the skin care cream is to find a brand name that satisfies your needs and makes you feel good at all times after using it. Skin care cream for the hands is important to keep hands hydrated and look youthful. Some people require their hands to be hydrated and moisturized due to some skin condition. Hand creams are the best source for keeping hands hydrated.

Discussion

Consumer Buying Behavior

It is the decision processes and acts of people that are involved in using and buying the products. By consumer buying behavior the buying behavior of the ultimate buyer is referred (Blackwell, Miniard & Engel, 2006). A firm needs to analyze buying behavior for:

The reaction of the buyers to the firm's strategies of marketing has a great effect on the success of the firm.

The firm should focus on the Marketing Mix that satisfies customers and need to analyze on what, where, when and how consumers buy.

The reaction of the consumers to the marketing strategies can be better predicted by the Marketers.

Stages of the Consumer Buying Process

There are five stages of buying process that a consumer has to go through to make the final decision.

The 5 stages are:

Problem Recognition

If the consumer finds a difference in the desired state and the actual condition then he/she recognizes the problem. In the case of skin care cream if the consumer finds that his/her skin is too dry and rough, he/she will look for a solution.

Information search--

Internal search, memory.

External search if you need more information. Relatives and friends can be a useful source of information as well (word of mouth). Marketer dominated sources; comparison shopping; public sources etc. A successful search for information provides the consumers with a number of possible alternatives.

Evaluation of Alternatives

When the consumer has few alternatives it's the turn to evaluate the alternatives. There is a criterion for the evaluation depending on the features provided, if they are desirable by the consumer or not. Marketers try to influence by "framing" alternatives.

Purchase decision

The purchase decision is made after the evaluation of all the alternatives. The decision is made on the basis of the product, packaging, price and method of purchase, etc.

Post-Purchase Evaluation

Post-Purchase Evaluation is the result of the purchase of whether the consumer is satisfied or dissatisfied. The result determines if the consumer made the right choice and its re-purchase of the product.

Factors that affect the buying behavior of the consumers

Cultural factors

Culture works as the most prominent determinant of an individual wants and ...